Exam 5: Marketing Research and Information Systems

The major disadvantage of a mail survey versus a telephone or personal survey is

When more information is needed about a problem and a tentative hypothesis needs to be made more specific, marketers usually conduct ____ research.

____ that are either accepted or rejected become the primary conclusions of a marketing research study.

How does marketing research differ when conducted in other countries?

Students from a marketing research class are involved in a project about the level of sleep, exercise, and stress individuals experience. They have decided to collect data from three student-center areas on campus. When they analyze their data, they find the responses are very similar across the three areas. The students feel comfortable they have achieved which of the following with regard to their data?

Secondary data cannot be obtained from

Which one of the following statements about marketing information technology is true?

Compare and contrast the response rates of the four basic survey methods. Are there methods to increase any of these response rates?

Data that are observed or collected directly from respondents are called

The potential advantages of traditional mail surveys are quick response and lower cost than online surveys, but this advantage has yet to be achieved.

Heartland Bank has a smart computer system that enables the determination of loan eligibility and the appropriate interest rates to charge different customers based on their financial risk profile. The computer system enables the calculation of loan rates for automobiles, boats, or homes within minutes, and consumers are able to obtain an accurate quote from the Heartland Bank website and make a decision as to whether they would save money or receive more benefits by being a Heartland Bank customer. The Heartland Bank system requires individuals to enter their salary, amount of debts, their age, and Social Security number. Based on this information, the Heartland Bank system can accurately calculate the loan rate for the potential customer. This is an example of a __________ system.

Which step in the marketing research process involves the use of data analysis and statistical techniques to help draw conclusions?

There is some concern that marketing research has been used incorrectly by some firms. The major problem comes from ____ because the researcher wants to obtain favorable results.

You are watching an episode of a new game show that tests contestants' knowledge by giving them phrases they must respond to with a question. The following marketing-related phrase comes up in the bonus round of the game: "It's an informed guess or assumption about a problem or set of circumstances. It is based on all the insight and knowledge available about the problem or circumstances from research studies and other sources." The contestant's response should be

Research designed to verify insights through an objective procedure to help marketers make decisions is called

Suppose that a retail store conducts a mail survey of its customers and finds that 50% of the customers believe store personnel are "courteous." Which benchmark or comparison would be most useful for interpreting this result?

The final step in the marketing research process is

An on-site computer interview is a variation of the shopping mall intercept interview.

American Express is an international financial services company that provides credit cards that are typically associated with individuals who travel on business and utilize their cards for purchases at restaurants, travel services (e.g., transportation, hotel), or other purchases. American Express makes extensive use of purchase information to aid in management and marketing decisions as well as in their marketing efforts to enhance the number of businesses that accept payment by the American Express Card. American Express leverages their information about consumers by analyzing the charging history of credit card members, website traffic, and information gleaned through the use of "cookies" and monitoring of social media, such as Twitter, Facebook, Instagram, and Pinterest. American Express believes data provides significant insights for their company." What type of information does American Express utilize?

Quota sampling is most commonly used in