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

Researchers carefully design experiments with independent and dependent variables to test predicted relationships among those variables.

Which of the following is most likely to involve in-depth surveying or observation of a few consumers who fit the profile of the "typical" customer?

A company did a comprehensive examination of how pit crews in an auto race work to quickly get a racecar into the pit area, gas the car, perform other maintenance, and get the car back on the track.The company wanted to see if it could adapt some of the teamwork techniques used by pit crews to speed up its order processing.The company conducted a(n)________.

Which of the following is true about a probability sample?

Which of the following statements regarding marketing intelligence is true?

Which of the following is a question that a marketing manager would use an MDSS rather than an MIS to answer?

LexisNexis and Dialog are two companies that provide ________.

Six women were invited to participate in a discussion on motels, hotels, and resorts.A discussion leader first asked them what differentiated motels, hotels, and resort accommodations.Then she asked them to identify all the amenities they expect to find in overnight accommodations.These six women and their group leader participated in a(n)________.

The second step of the marketing research process is to ________.

A gambling casino gives its high-spending players free rooms in its hotels along with free meals and tickets to the entertainment shows at the casino.What application of data mining is the casino using?

A sports entertainment company wants to research how Canadians spend their free time.It is preparing a survey that will be used in all of Canada, including the province of Quebec.Unlike Canadians from other provinces, the people of Quebec primarily speak French.The researchers are planning to use English and French versions of the survey.In preparing the surveys, they should use ________.

When researchers suspect that research subjects will alter their behavior if they know someone is watching, the researchers are likely to use unobtrusive observational methods.

A catalog retailer studies about 3,500 variables over the lifetime of a customer's relationship.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.By using data analysis to determine which promotion to target to customers who have recently moved, this catalog retailer has engaged in ________.

Will has eight puppies.He is concerned his puppies may be infected with parvo, a disease that is deadly in young dogs unless diagnosed and treated early.The cost of the test to determine if a dog has parvo is $59.Will cannot afford to have all of his puppies tested.However, if one dog tests positive, then Will can assume that all the puppies are infected.If the tested puppy is not infected, then Will can assume that his puppies are healthy.The veterinarian has suggested that Will reach into the pen where the dogs stay and pick up the first puppy that walks into his hand.What kind of sampling technique is the vet suggesting Will use?

Which of the following data collection methods is generally the least flexible?

Sora is a teenager who loves to shop for clothes.She has a points card from Trend Town, her favorite shop.Sora's card is scanned each time she makes a purchase at Trend Town, and the more she uses the card, the more special offers she receives from the shop.Managers at Trend Town are likely to use information from Sora's shopping for the purpose of customer acquisition.

Once a company has conducted exploratory research and reviewed the resulting data, its next step is most likely which of the following?

Which of the following is a primary data collection method that relies on nonhuman devices to record consumer behavior?

Why would marketing researchers use convenience samples?

Through the data mining application of ________, marketers identify big-spending customers and target them for special offers that other customers won't receive.