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

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

Descriptive research is typically expressed in qualitative terms.

Which of the following methods of gathering exploratory data was derived from anthropology?

A bank had been evaluating the financial value of its substantial personal customer base since 1992 to determine which types of customers were the most valuable to the bank.The bank would obtain this information from .

Some companies build data warehouses to store collected data,for example buying decisions.

The first step in the marketing research process is to .

Which of the following is NOT one of the ways marketers typically use data mining?

Explain the three components of a marketing information system (MIS)?

A sports entertainment company wants to research how Canadians spend their free time.It is preparing a survey that will be used in all of Canada including the province of Quebec.Because the people of Quebec speak French,the researchers will need to use .

One method for tracking what computer users do at various websites they visit is/are _.

An independent grocer that wanted to know if cocktail and tartar sauce would sell better if the two products were moved from the salad dressing section of the store to a display next to the seafood selection could use research.

A convenience sample is a nonprobability sample composed of individuals who just happen to be available when and where the data are being collected.

Telemarketing has had the greatest impact on which of the following data collection methods?

Barry was sitting on a bench near the center of the shopping mall waiting for his wife to finish her shopping when he was approached by a woman holding a clipboard with a dress shirt laid over her arm.She asked if Barry had the time to answer a few questions about the shirt.After Barry examined the shirt,the woman asked him to assess the quality of the shirt and to state how much he would be willing to pay for the shirt.Barry participated in a(n).

A catalog retailer specializes in selling items including ceramic figures,paintings,books,and other decorative items related to endangered animals.The company is considering donating 10 percent of its net profit to the World Wildlife Foundation (WWF).This idea may attract more customers who like the idea of a portion of their money supporting this charity that works to save species.What would an example be of primary and secondary data that the retailer can use in its marketing research?

Researchers carefully design experiments to test prescribed relationships among variables in a controlled environment.

You own a successful independent bookstore.You have been thinking lately that you either need to find a new location or expand this one as you stumble over boxes of books in the cramped space.What type of research design should you use to determine how your customers feel about the store? Why?

Mall- intercept studies are a type of face- to- face interview.

Personal interviewers were conducting when,on a one- on- one basis,they asked questions of customers of a software company that produces personal finance software what they thought of the product.

With a nonprobability sample,.