Exam 3: Marketing Research: Gather, Analyze, and Use Information

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

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

Every six months, Doug is asked to fill out a survey which asks 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 is an example of descriptive research using ________.

Which of the following is a true statement about the steps in the marketing research process?

Using ________, some marketing researchers participate in real-life consumer activities to get an understanding of how consumers actually use products.

Economic and demographic data compiled by the Statistics Canada is available at little or no cost.In the terms of a marketing information system, what type of data is this?

Theresa Fielding owns an Internet company that sells gift baskets.Each customer can pick out what she wants in the basket to make it a personalized gift.Theresa has demographic information about buyers stored in the company database.The database also has the address of each basket recipient, when each basket was sent, the contents of each basket, and whether it was sent for a special occasion.How could Theresa use this database?

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

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

Which of the following is NOT an example of a secondary data source for a company researching whether it should open a casino near St.Louis, Missouri?

A manager in a grocery store decides to place packages of pound cake in two different locations in the store.One display of the cake also includes other bakery items.The second display of the cake is in the vegetable section of the store, placed next to the shelf full of boxes of fresh strawberries.The grocery store manager wants to learn which of the two locations will most encourage customers to buy the cake.What format of research is the store manager conducting? Explain your answer.

The most basic type of nonprobability sampling is a simple random sample.

Marketers would be most likely to use ________ to come up with ideas for new strategies and opportunities or to get a better understanding of a problem they are currently experiencing with a product.

What is the purpose of data mining?

After conducting formal marketing research for your department, you summarize the data in an oral presentation to management.You are following normal marketing research steps.

A marketing decision support system (MDSS) is a(n)________.

Children 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.

The marketing research process step of defining the research problem has three components specifying the research objectives, identifying the consumer population of interest, and ________.

Data such as which of a company's customers buy which products, which items the company has in stock, and when the company ships items to its customer are all examples of ________.

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