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

A company utilized when they asked consumers to indicate how they feel about panty hose.

How would you compare and contrast marketing research data classified as secondary and primary?

The text describes the two main primary data collection methods as .

An advertising company's research division that uses sends researchers into homes with video cameras to get pictures of how people use products.

Plan- it Marketing,Priceline's market research company,for the research that was needed as "assessing the overall viability of this innovative interactive travel service."

Kids are difficult subjects for market researchers because they have poor recall and often do not understand the questions they are asked.This brings into question the of the survey,that is the extent to which the research measurement techniques are free of errors.

To take advantage of the massive amount of data now available,sophisticated analysis techniques called are becoming a priority for many firms.

allows a marketing manager to use sales data to find out how many consumers stay with his brand and how many switch,and thus project market shares over time.

What are the two barriers researchers must overcome when gathering data in foreign countries?

is the process of selecting respondents for a survey.

During one day researchers counted the number of out- of- state cars parked in an outlet mall parking lot at 10 a.m.and 4 p.m.The gathering of this quantitative data would be an example of descriptive research using .

is a type of data collection that uses a passive instrument in which the researcher simply records the consumer's behaviors.

Whether the sample can be categorized as a probability sample or as a nonprobability sample depends on the _ of the sample.

Researchers may use a quota sample that includes the same proportion of individuals with certain characteristics as if found in the population.

Cross- sectional design involves the systematic collection of responses to a consumer survey instrument from one or more samples of respondents at one point in time.

Many researchers use to get at people's underlying feelings,especially when they think people will be unwilling to express their true reactions.

Which method of data collection was most affected by the anthrax scares when anthrax was sent in envelopes in the mail?

A group of investors wants to bring a minor league baseball team to a community of 100,000 as a way to create hometown spirit and offer a new form of family entertainment.It surveyed people in the community to see if they would attend the games,how frequently they would attend,and whether the location of the proposed baseball stadium was acceptable.This is an example of the use of .

To determine what type of information to add to its website in order to attract more visitors,an Internet company could look at the 2002 survey by American Online/Roper Starch Adult Cyberstudy,which showed the primary activities Americans are most likely to engage in when surfing the Internet.This cyberstudy would be an example of .

is the extent to which the research measurement techniques are free of errors.