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

Prior to introducing Vanilla Coke, the Coca-Cola Company did extensive research by collecting data through questionnaires by mail, phone, or in person. Identify the type of research used.

Which of the following is an advantage of mail surveys?

Which of the following does not pertain to projective techniques?

Quaker Oats has introduced a line of breakfast cereal packaged in bags. These are typically found on the bottom shelf of the cereal display as they don't stack or display as well as boxes. The bags are more economical and produce less waste. Quaker Oats attempts to judge whether they are a part of the buyers' consideration set by watching people buy cereal. Identify the type of quantitative research Quaker Oats is using?

"In testing new products and product-line extensions, which product design is likely to be the most successful?" This is an example of a question pertaining to _____ that marketing research can help answer.

Marketing research managers should ensure that

Retail stores use this type of research to determine what patterns customers use in walking through stores, how much time they spend in various parts of the store, and how many items of merchandise they examine.

All of the following are different types of quantitative research, except

Which of the following does not pertain to mall intercepts?

Which of the following is an example of qualitative research?

Identify the first step in the research process that determines why the research is needed and what it is to accomplish?

All of the following are true of market research except

Which of the following best illustrates an external source of data that could be used with a marketing decision support system?

The major goal of most _____ is to measure new product sales on a limited basis where competitive retaliation and other factors are allowed to operate freely.

One advantage of internet surveys is

Marketing decision support systems require three types of software. These are

Identify the marketing research method in which the survey can be answered at the convenience of the respondent and where visual stimuli can be evaluated.

"Performance of research" involves

A company making ice-creams has recently introduced a brand new flavor. It uses scanner data collected and stored in computer files from retail checkout counters to find out how the sale of the new flavor is doing. What type of research has the company used here?

Which of the following statements about marketing research is true?