Exam 2: Marketing Research : Process and Systems for Decision Making

Which of the following best describes primary data?

Reading of Toledo, Inc. makes a streaked griddle that produces char-broiled looking meat without the grease flare-ups, smoke, or wasted energy. Sales have been down recently for its streaked griddle. Its marketing manager wonders if consumer health concerns about grilled meat causing cancer are responsible for the decrease in sales. The manager wants to conduct marketing research to see if the firm needs to modify the product or advertise more. He sends out a questionnaire by mail to gather relevant information. What type of research is he using?

Data that has been previously collected for other purposes but can be used for the problem at hand is known as

The first step in the research process is to determine

A travel agency wants to implement market segmentation in order to target people who travel at least once a week for business purposes. It uses its ticketing data collected and stored in computer files from all outlets issuing tickets to identify this segment. What type of research is the company using?

Which of the following pertains to the model base management software?

Quantitative research involves

_____ research typically involves face-to-face interviews with respondents and is designed to develop a better understanding of what they think and feel concerning a research topic.

_____ is the process of extraction of hidden predictive information from large data bases.

All of the following are ethical responsibilities of marketing researchers to the respondents, except

By the end of the first stage of the marketing research process, managers and researchers should agree on

Processing of research data includes such things as

Providing confidentiality is one of the responsibilities of the marketing researchers, since they are obliged not to

What is the advantage of secondary data over primary data?

Which type of research is commonly used to investigate customer beliefs, attitudes, satisfaction, and other such issues?

Which of the following is a disadvantage of personal (in-depth) interviews?

The advantage of personal interviews is that

Mathematical modeling is useful for marketing research because it provides

A disadvantage of mall intercepts is that

Identify a disadvantage of mail surveys.