Exam 5: Research in Marketing

It seems like Megan's boss is never satisfied. Every time Meggan produces the requested marketing research, he comes back with a research question that requires more research. He has said, "You can't be too careful. This is an important decision!" Which of the following is the most significant problem in overdoing research?

Alicia was thinking about how to grow her greeting card store, and she wondered if adding some gift lines or maybe candles might help increase sales. Her friend, Jessica, suggested using market research to help make the decision. What kind of research would be best for Alicia in this situation?

Joanne had to make a presentation to the senior management of her firm to get approval for an internal research area. To make the case as strongly as possible, she wanted to be precise and distinguish market research from marketing research. Which of the following would be considered marketing research instead of market research?

Is a market or marketing research project applicable to short-term projects and questions?

Panera Bread handing out samples of a new sandwich prototype for their menu and asking for feedback. What kind of research is this?

When conducting market research it is good to start with what you know not what you want to know?

The field studies approach in quantitative analysis is an ideal way to test real-time marketing approaches by testing unlimited numbers of variables at the same time.

What type of data collection method could be used for descriptive research?

If data does exist on the research topic, which type of data source should be used?

Eddie has been assigned a marketing research project to find out how customers feel about both his company and the company's competitors. He knows he needs to define the question and plan the research before doing anything before deciding on the specific research tools. At that point, which of the following tools would NOT be considered by Eddie?

How many steps are in the research process?

Sergio was the marketing researcher who seemed to have the best rapport with senior executives, and they found his research reports especially useful. The way Sergio built credibility and the secret to Sergio's success was

Which term best fits a qualitative data collection method that is borrowed from anthropology, studies behavior in a natural context?

Firms will often hire outside professional researchers when analyzing qualitative data because of the technical difficulties of analyzing the data collected and ensure the firm's researchers do not overlook key insights.

When analyzing qualitative data, one major problem is interpreting what the researcher read, heard and saw.

When a new baby product company wants to collect information quickly on the baby shampoo that was just launched what is the best data collection method?

If a marketer is collecting data using surveys and personal interviews what is his/her marketing goal?

Goal Post Brewing Company asked their bartenders to talk with customers over the course of a weekend on which beers they'd like to see Goal Post offer in the future. Based on feedback from the bartenders, Goal Post introduced a new, more expensive beer in their taproom a week later. Then, Goal Post monitored the total sales by glass once the new beer was introduced to determine if customers were willing to pay more money for the new beer relative to their existing beer. What was the sequence of data sources and data collection methods that Goal Post followed? Choose the BEST answer.

Exploratory research goal demands a qualitative research type.

Julia was frustrated that she could not get the information she needed for the new marketing campaign. There was plenty of information relevant to the new campaign, but the problem she faced was that the information