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

A process that determines what information marketing managers need and gathers,sorts,analyzes,stores,and distributes relevant and timely information to users is a _ _.

In general,a research report will NOT include .

Exploratory research is typically large scale and more expensive than other research techniques.

Although many companies are expanding their use of _ ,these do have drawbacks like the self- selection bias in the sample.

A trained researcher was paid to visit a home with three preschoolers every day for two weeks to observe the children's bath time.From this information,you can infer that the organization paying the observer was using .

A city hired a research company to survey spring- breakers to learn about this market.One of the questions asked was,"If you were able to hang out on the beach with any celebrity,who would s/he be?" This type of question is a means for gathering .

Two brothers own a hair salon.One believes they could have more business if they mailed out $5- off coupons to people living within a five- mile radius of the shop.The other brother wants to run an ad in the local shopping newspaper with a coupon for a free hot oil treatment.(The newspaper goes to everyone in the area.)What type of marketing research can they use to determine whose idea would be most profitable? Explain your answer.

An advertising agency's research division sends researchers into homes with handheld video cameras to get pictures of how people use products and why.What method of research is this advertising agency implementing? Explain your answer.

A sign at a Tokyo hotel once read,"You are invited to take advantage of the chambermaid," and a dry cleaner in Majorca urged passing customers to "drop your pants here for best results." These are examples of _ barriers when conducting marketing research in global markets.

would provide managers at a discount retailer's headquarters with up- to- the- minute sales information obtained from store cash registers around the country so they can detect problems with products,promotions,and even the firm's distribution system.

Mail questionnaires give researchers full flexibility in the types of questions they can ask as well as full control over the circumstances under which the respondents answer the questions.

A market research bureau semiannually conducts national surveys of more than 25,000 consumers who complete monthly logs detailing their purchases of products.Many companies subscribe to the company's report publication to learn of the findings of these surveys.This information can be classified as _ .

Every six months,Doug is asked to fill out a survey in which he is asked when he expects to buy a new vehicle and what type and model he plans to purchase.Doug along with a group of consumers with similar buying habits has been participating in this survey for the last eight years.The gathering of this quantitative data would be an example of descriptive research using .

A marketing decision support system (MDSS).

Many researchers use projective techniques,a format designed to yield information from participants in response to some object,often by telling a story about it.

Six women were invited to participate in a discussion on motels,hotels,and resorts.A discussion leader first asked them what differentiated motels,hotels,and resort accommodations.Then she asked them to identify all the amenities they expect to find in overnight accommodations where they may stay.These six women and their group leader participated in a .

Tabak catalog retailer studies about 3,500 variables over the lifetime of a customer's relationship.It has 25 million customers.Tabak will more than likely use a(n)to store and process its data.

A research design specifies exactly what information marketers will collect and what type of study they will do.

Visitors to an online virtual stock exchange use virtual dollars to "buy and sell" stocks.The traders are avid moviegoers who trade soon- to- be- released movies and bet on which will be hits or misses.These visitors would most likely be viewed as .

A cosmetic company asked 293 women who were wearing their StayColor line of cosmetics to rub their cheeks against their shirts using "the pressure they use when caressing someone else's face." The company was conducting .