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

What is the difference in the qualitative versus quantitative approach to research?

________ is the extent to which research measurement techniques are free of errors.

Which data collection method for marketing research is flexible, allows for explanation of difficult questions, and lends itself to showing products and other visual materials?

A market research bureau semiannually conducts national surveys of more than 25,000 consumers who complete monthly logs detailing their purchases of products.Many companies subscribe to the bureau's report publication to learn of the findings of these surveys.This information can be classified as ________.

Compare and contrast the structure and uses of exploratory research and descriptive research.

Descriptive research using a ________ design tracks the responses of the same sample of respondents over time.

Which of the following best explains the goal of mall intercept?

A catalog retailer specializes in ceramic figures, paintings, books, and other decorative items related to endangered animals.The company is considering donating 10 percent of its net profit to the World Wildlife Foundation (WWF).This idea may attract more customers who like the idea of a portion of their money supporting this charity that works to save species.Provide several examples of primary and secondary data that the retailer can use in its marketing research.

Data mining can be used to identify customers who are not profitable and who should be abandoned.

________ is a type of data collection in which the researcher simply records the consumer's behaviors.

As part of her summer job, Martina was instructed to collect data from ten people to determine how they felt about a number of political issues, including socialized medicine, food stamps, and educational vouchers.She asked her father, grandfather, mother, brother, two uncles, and four sorority sisters to answer the survey questions.Marina used a ________ sample.

Two brothers own a hair salon.One believes they could have more business if they mailed out $5-off coupons to people living within a five-mile radius of the shop.The other brother wants to run an ad in the local shopping newspaper with a coupon for a free hot oil treatment.(The newspaper goes to everyone in the area.) What type of marketing research can they use to determine whose idea would be more profitable? Explain your answer.

A daycare center operator wanted to survey her parents to determine if they were interested in the center providing once-a-month Saturday night care for their children.Rather than survey all 254 parents, the operator took the list of parents' names and, starting with the third parent's name, surveyed every twelfth parent.What type of sampling did the daycare operator use?

Managers at a discount retailer's headquarters would use which of the following to access up-to-the-minute sales information obtained from the store's cash registers around the country in order to detect problems with products, promotions, and even the firm's distribution system?

Explain the common problems that international marketing researchers encounter.

Which of the following is general information collected by specialized firms on a regular basis and then sold to other firms?

A marketing manager would most likely use which of the following to find out how many consumers stay with his brand and how many switch, and thus project market shares over time?

Focus groups have become one of the major marketing research tools for getting insight into consumer thoughts and feelings.However, a researcher relying solely on focus groups would likely be most concerned about which of the following?

Research design falls into the two broad categories of secondary research and primary research.

Companies are most likely to use data mining results identifying unprofitable customers for ________.