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

Mall intercepts are excellent for all of the following, except

Identify the type of research which involves watching people and recording relevant facts and behaviors.

Marketing decision support system

This research method is useful because it provides an efficient way to study problems with extremely large secondary data sets.

What kind of quantitative research would a marketer most likely use to know more about the response a nicotine patch would generate among smokers?

Which of the following would be an advantage of telephone surveys?

Company Z is a catalog company. It studies about 3,500 variables over the lifetime of a consumer's relationship. It has found that customers who change residences are more likely to buy tables, fax machines, and decorative products than jewelry or footwear when compared to regular customers. So Company Z creates a catalog especially targeted at consumers who have recently moved. Which process has the company followed to arrive at this particular decision?

What type of research would you expect a consumer products company to use if it wanted to study household buying habits (specifically aisle and shelf location for its products) using secondary data sets each containing 500,000 items?

Ruddick Inc., a chain of grocery stores in Philadelphia, is considering stocking the company Atlanta's 'Binge Oatmeal Cookies with Vitamin Chips'. The store's marketing team conducts a research on feasibility of sales within specific areas and identification of the target market for this product. However, when the product is introduced in the stores, sales do not reach the targeted number. The marketing team realizes that they had overlooked the more popular organically processed whole grain cookies stocked by the competitor store. What type of problem invalidated the research findings in this example?

Qualitative research typically involves

The appropriate analysis techniques for collected data depend on the

Which of the following is not a factor responsible for the invalidation of test marketing study results?

For years, Wisk liquid detergent has positioned itself as a detergent/stain remover. Its manufacturer is worried about losing market share. The company is concerned about whether it is losing customers to stain removers like Shout and Grease Relief or to products that are essentially stain resistant. Unless it has this information, the manufacturer of Wisk cannot efficiently begin a new advertising program. It uses scanner data on consumer supermarket purchases collected at checkout counters to gather relevant information. The type of research used here is

An advantage of using focus groups is that

The advantage of observation is that

What is the closest observation one can make about the statement: "Marketing research can examine the effects of a change in any element of the marketing mix on customer perception and behavior?"

Interpreting and assessing research results is a critical part of

Test-market products advertised or promoted beyond a profitable level for the market in general

Armstrong Inc. is a well-known producer and seller of rose bushes. The company's marketing manager is interested in knowing what gardeners think about its new line of hardy miniature rose bushes. Armstrong Inc. wants to know if the majority of gardeners perceive roses as a high-maintenance plant. Which of the following could be used by the company for gathering relevant primary data?

What kinds of people buy our products, where do they live, and how much do they earn are _____ questions that marketing research can help answer.