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

An intranet is an external corporate communication network that uses Internet technology to link company departments,employees,and databases.

Compare how cause- and- effect relationships are addressed in descriptive research versus causal research techniques.

Prior to setting up its Thanksgiving Turkey Hotline,a company conducted one- on- one discussions with a small number of new and experienced cooks to determine what type of questions it should be prepared to answer.In terms of exploratory research,a company conducted .

remember details of a visit to a website,typically tracking which pages the user visits.

A survey about pet ownership used a sample derived from people who visit a Web site and register.This sample would lack because not everyone has Internet access.

Which of the following is NOT a major source of information for a marketing intelligence system?

An automobile company was preparing for the launch of its first full- sized truck.The ad agency for the account used when it deployed researchers to the field to understand the psyche of full- sized truck owners.The team hung out at events such as hunting shows for several months with the target market.

Futurists are a type of marketing researcher.

One source of obtaining the buying habits of consumers could be sifting through massive amounts of available data.This process is known as _.

Briefly discuss the following statement: "Marketing research should be either valid or reliable,but it cannot be both." Explain the concepts of valid and reliable.Is this statement true?

Will has eight puppies.He is concerned his puppies may be infected with parvo,a disease that is deadly in young dogs unless diagnosed and treated early.The cost of the test to determine if the dog has parvo is $59.Will cannot afford to have all of his puppies tested.The veterinarian has suggested that Will reach into the pen where the dogs stay and pick up the first one that walks into his hand.(If one dog tests positive,then Will can assume that all the puppies are infected.If the puppy is not infected,then Will can assume that his puppies are healthy.)What kind of a sampling technique is the vet suggesting Will use?

A syndicated research report is an example of a secondary data source.

How would you match together the correct research grouping with its format: exploratory research and descriptive research,utilizing qualitative or quantitative approaches? Explain your answer.

Tabak catalog retailer studies about 3,500 variables over the lifetime of a customer's relationship.Through ,it has found that customers who change residences are three times more likely as regular customers to buy tables,fax machines,and decorative products but are no more likely to buy jewelry or footwear.

What type of data collection is being implemented when ACNouton attached boxes to the television sets of selected viewers to record patterns of television watching?

With a probability sample,.

A sample is a type of probability sample in which a researcher divides the population into segments that relate to the study's topic.

is the extent to which the research actually measures what it was intended to measure.

A daycare center operator wanted to survey her parents to determine if they were interested in the center providing once- a- month Saturday night care for their children.Rather than survey all 254 parents,the operator took the list of parents' names and starting with the third parents' name surveyed every twelfth parent.What type of sampling did the daycare operator use?

Explain a company's internal data and give two examples of internal data.