Exam 4: Managing Marketing Information to Gain Customer Insights

Vernon Inc.would like to set the best price for a new product.The firm conducts an experimental study by selling the new product at two different prices in two different locations keeping other factors constant to see if a lower price results in better sales.This is most likely an example of ________ research.

An effective MIS assesses information needs,develops needed information,and distributes the information to help managers with decision making.

Ethnographic research essentially involves ________.

Kathy Jenkins is planning to conduct research on consumers' personal care routines.Since the questions are likely to be personal and sensitive,Kathy wants to select a contact method that will encourage respondents to answer honestly.Which of the following contact methods is most likely to serve Kathy's purpose?

Which of the following is an advantage of primary data?

Marketing research is the systematic design,collection,analysis,and reporting of data directly relevant to a specific marketing situation facing an organization.

Compare and contrast closed-end questions and open-end questions for gathering data.

________ are small groups of consumers who interact directly and informally with product designers without a moderator.

Ideally,a sample should be representative so that a researcher can make accurate estimates of the thoughts and behaviors of the larger population.

The initial function of a marketing information system is ________.

What is the first step in the marketing research process?

Once the research problems and objectives have been defined,researchers must determine the exact information needed.

Survey research is best suited for gathering descriptive information.

Causal research is used to ________.

Primary data can usually be obtained more quickly and at a lower cost than secondary data.

Brooke's Boutique plans to launch a new clothing line.For this purpose,the firm first conducts a survey to understand its target audience and identify the demographics of potential buyers.It then conducts experimental research to test whether customers associate discounted prices with lower product quality.Which types of research has the boutique employed in this case?

Suppliers and resellers can update their accounts,arrange purchases,and check orders against inventories through ________.

Which of the following is true of question formats in questionnaires?

Internal databases usually are more expensive to use than other market information sources.

Haley Computers Inc.has appointed a few employees to sift through customer conversations on online forums and social networking sites regarding products purchased from Haley.These employees are likely to be working as ________.