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

Your text describes the two main primary data collection methods as ________.

Nielsen compiles ratings of television shows and then sells the information to many firms.Nielsen conducts ________.

Exploratory research is typically large scale and more expensive than other research techniques.

Mail questionnaires give researchers full flexibility in the types of questions they can ask as well as full control over the circumstances under which the respondents answer the questions.

Which component of the marketing research process determines the consumer population that a company will study?

A questionnaire that asks respondents whether they "strongly agree," "somewhat agree," "somewhat disagree," or "strongly disagree" is most likely a(n)________.

An intranet is an external corporate communication network that uses Internet technology to facilitate interaction among company employees, customers, and potential customers.

It is just as expensive for a company to retain good customers as it is to acquire customers.

Which of the following is the method by which marketers collect available information about what is going on in the world that is relevant to their business?

Which of the following is true about a nonprobability sample?

A trained researcher was paid to visit a home with three preschoolers every day for two weeks to observe the children's bath time.This is an example of ________

A causal research design tracks the responses of the same sample of respondents over time.

Explain the three factors that typically influence the quality of research results and discuss how researchers can ensure the quality of their data.

Which of the following is NOT a major data source for a marketing information system (MIS)?

A syndicated research report is an example of a secondary data source.

A survey questioned men and women to determine how each group felt about low-fat foods advertising on television.The results from male and female respondents were examined separately to see if their responses were different.The research results were analyzed using ________.

A sign at a Tokyo hotel once read, "You are invited to take advantage of the chambermaid," and a dry cleaner in Majorca urged passing customers to "drop your pants here for best results." These are examples of ________ in global markets that international market researchers must consider.

A company that compiles and uses large amounts of data to understand its customers is likely to have a(n) ________ to store and process its data.

An independent grocer who wants to know if cocktail and tartar sauce would sell better if the two products were moved from the salad dressing section of the store to a display next to the seafood selection would most likely use ________ research.

A ________ sample is a type of probability sample in which a researcher divides the population into segments that relate to the study's topic.