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

Budget constraints on marketing research can lead to

The price of a product in one test store was changed while it was left the same in other stores. Comparing sales in the test store to those in other stores provided evidence about the impact of price change in the overall market. The type of research used here is

Which of the following does not pertain to the preparation of research reports?

_____ has the advantage of usually being cheaper, but may not always be available for strategy-specific research questions.

What type of research would be used by a company that wants to know the meaning that various products or brands have for an individual, or how a product influences a person's life?

The Five Ps of the research process include purpose of research, plan of research, performance of research, processing of research data and

Which of the following does not fall under the responsibility of the market researchers towards respondents?

Some hospitals have a standing policy that everyone who is to have surgery on a specific day must arrive at the hospital no later than 8 a.m. Then the patients and their friends and family members who accompanied them are asked to sit in a large impersonal waiting room until it is time to be prepped for their scheduled surgeries. One hospital is responding to customer complaints about this situation by conducting marketing research to determine what can be done to make the wait less stressful. The research began by seeing what people are doing to pass their time and by recording relevant facts and behaviors. What type of research is being used in this example?

One of the disadvantages of internet surveys is that

In marketing, observation, surveys, experiments, and mathematical modeling are four common types of

_____ is the data specifically collected for the research problem under investigation.

Belinda Nunez wants to open a gallery in which she will feature young Hispanic artists. She was unsure if the new business would succeed until she read in the local newspaper that 55 percent of the community in which she will be operating the gallery is Hispanic. Which of the following statements could describe this situation?

Which of the following is not a stated criterion for the evaluation of marketing research reports?

A manufacturer of computer monitors wants to know whether there would be an increase in sales to women if monitors were made using pastel-colored cases; while keeping all other elements of its marketing mix the same. What marketing research technique should the manufacturer use?

Which of the following does not pertain to internet surveys?

In the past, marketing researchers were primarily engaged in the technical aspects of the research, but were not extensively involved in

Company T manufactures and markets computer games. Their latest addition is a game called "Thunderbolt". This game is targeted at the age group 13-16. The company recruited a volunteer group of kids in this target market and made them play the game. After the gaming session, the company executives conducted intense discussions with this group and gauged their feedback. What kind of research is undertaken by Company T?

One disadvantage of the projective technique is that

Charles Walker wants to build a distribution center in Colorado. When you meet him for lunch, he shows you the marketing research that guarantees his new enterprise will be a success. What should you tell him to curb his unbridled optimism?

A disadvantage of telephone surveys is