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

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.

Of the following, which type of data collection method is likely to have the lowest response rate?

A group of investors wants to bring a minor league baseball team to a community of 100,000 to create hometown spirit and offer a new form of family entertainment.The group 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 survey is an example of ________.

The owner of a successful independent book store has been thinking lately that she either needs to find a new location or expand this one as she stumbles over boxes of books in the cramped space.What type of research design should she use to determine how her customers feel about the current store? Why?

A(n)________ can use multidimensional scaling to create perceptual maps.

To determine what type of information to add to its Web site in order to attract more visitors, an Internet company could look at a survey by the AOL/Roper Starch Cyberstudy, which showed the primary activities Canadians are most likely to engage in when surfing the Internet.This study is an example of ________.

The Chair Trade is an independent furniture store that specializes in selling Amish-style furniture and household items.Until the first of the year, its overall sales revenue was slowly increasing.Since the first of the year, however, sales of small items increased while sales of furniture decreased, leading to declining sales revenue.How could the owner of the store rely on marketing intelligence to understand the change in consumer buying behavior? Should the owner rely solely on marketing intelligence? Why or why not?

________ is the process of selecting respondents for a survey.

A city hired a research company to survey spring break vacationers 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 she or he be?" This type of question is a means for gathering ________.

Discuss the makeup and functions of a marketing information system (MIS).

What is a company's internal data? Give two examples of internal data.

Which of the following is NOT an advantage of online questionnaires?

In general, a research report will NOT include ________.

The focus group format can be used online.

Tabak catalog retailer studies about 3,500 variables over the lifetime of a customer's relationship.Through ________, it has found that customers who change residences are three times more likely than customers who do not move as frequently to buy tables, fax machines, and decorative products but are no more likely to buy jewelry or footwear.

In the marketing research process, it is essential for marketers to define the research problem.What does this mean?

The marketing intelligence system uses corporate espionage to gather information about competitors.

Frito-Lay's ________ gathers daily sales data and sorts it by product line and by region.The marketing managers use the data to evaluate the market share of different Frito-Lay products compared to one another and to competing snack foods in each region where the company does business.

Prior to setting up its Thanksgiving Turkey Hotline, a company conducted one-on-one discussions with a small number of new and experienced cooks to determine what type of questions it should be prepared to answer.In research terms, this company conducted ________.

Which of the following methods of gathering exploratory data was derived from anthropology?