Exam 4: Marketing Research: Gather,analyze,and Use Information

Mercedes- Benz asked current car owners what they especially like about the car.The finding from this research study would be classified as _ .

A manager in a grocery store decides to place packages of pound cake in two different locations in the store.One display of the cake is mixed with other bakery items.The second display of the cake is in the vegetable section of the store,placed next to the shelf full of boxes of fresh strawberries.The grocery store manager is seeking to learn which of the two locations will encourage customers to buy the cake.What format of research is the store manager conducting? Explain your answer.

The two main types of samples used by researchers are .

Economic and demographic information compiled by the U.S.Census Bureau are available at little or no cost to firms seeking this information.What terminology would describe a firm obtaining this information from the U.S.Census Bureau?

Which is NOT used in online research?

A company researches television ratings then sells the information to many firms.This firm conducts .

The most basic type of nonprobability sampling is a simple random sample.

A company wanted to know if there was enough demand for video conferencing and other forms of video networking through laptop computers to make it profitable to offer this feature.Its marketing research department engaged in and discovered that 48 percent of laptop owners use their computer while undressed or in their underwear.

Deregulation laws are the only things that can shape marketing scenarios.

is the process of collecting,analyzing,and interpreting data about customers,competition,and the business environment to improve marketing effectiveness.

Once a company has conducted exploratory research and analyzed the resulting data,its next step is to .

Priceline decided to have Plan- It Marketing conduct a market research project that used both qualitative and quantitative approaches.What is the difference in the qualitative versus quantitative approach to research?

Representativeness is a problem when the researchers cannot be sure the consumer population they are studying even understands the questions.

What is a weakness in descriptive research techniques that can be addressed in utilizing the causal research technique?

Plan- It Marketing would do by running focus groups to understand the mindset of the key target audiences and their reactions to Priceline's business model.

Which of the following is NOT an element of a marketing decision support system (MDSS)?

Bratwurst is not a food typically eaten in the southeastern United States.To determine how to encourage Southerners to eat more bratwurst,a manufacturer conducted a survey in which it asked,"If bratwurst were going to a picnic,what kind of clothes would it wear?" and "Of the foods in your refrigerator now,what would a bratwurst most want to socialize with?" This survey used .

Salespeople for a computer company sell technology that can become obsolete as newer software and hardware are introduced to the market.Keeping current on this information could be a formidable task if the company had not created a(n)that can be used only by their salespeople and employees but provides the information they need with the click of a few buttons.

The management at an amusement park was concerned that annual attendance figures were gradually declining even though the park had added several new attractions.showed that 78 percent of all Americans desire more spontaneity in their lives and that amusement parks did not satisfy this need for spontaneity.As a result the park is studying the feasibility of "good weather" discounts.

The first step in the marketing research process is to define the problem.This step has three components: specifying the research objectives,identifying the consumer population of interest,and .