Exam 2: Marketing Research: Process and Systems for Decision Making

 Test marketing study results can be invalidated if:

 Which of the following is NOT a type of quantitative research?

 Processing of research data includes things such as: 

 The first step in the research process is: 

 _____ is the process of extracting hidden predictive information from large databases. 

 An advantage of using focus groups is that: 

Which of the following pertains to the model base management software? 

A drawback of personal (in-depth)interviews is that:

Which of the following is a drawback of using mall intercepts?

 What kinds of people buy our products,where do they live,and how much do they earn are questions that aid the _____ process. 

A drawback of using observation as a data collection method is that:

 Far-n-Wide,a leading travel agency,wants to implement market segmentation in order to target people who travel at least once a week for business purposes.The ticketing data from all outlets issuing tickets is consolidated in the company database and this is used to identify the consumers who constitute this frequent-flyers segment.What type of research is the company using?

 A_____ is a complete statement of everything done in a research project and includes a write up of each of the previous stages as well as the strategic recommendations from the research. 

 The market research team of Shine,a company which produces hair products,is puzzled because their sale of hair shampoos has dropped drastically.The marketing manager is wondering if the drop in sales is a result of a recent newspaper article about deforestation caused by the company's extraction of palm oil for hair products.The manager wants to conduct a market research to see if the company needs to modify the product.He sends out a questionnaire by e-mail to their wide customer base to gather relevant information.Which of the following types of research methods is he using? 

Which of the following is a disadvantage of observation used as a method of data collection?

 The price of a product in one test store was changed while it was left the same in other stores.Comparing sales in the test store to those in other stores provided evidence about the impact of price change in the overall market.The type of research used here is called _____.

 An advantage of personal interviews is that: 

Isabel is planning to open an art gallery in Spain which will feature the artwork of young Hispanic artists.However,she is unsure if the new business would succeed.To make a clear decision,she collects data from the Statistical Office of the country which shows that 70 percent of the community in the country is Hispanic.Which of the following types of data does she use to aid her in decision making in this scenario? 

One disadvantage of projective techniques is that: 

 Researchers at Spark,a fashion line,are conducting a study to estimate the traffic flow at various commercial intersections in New York.This is to help determine the best locations for their upcoming store.What type of research are the researchers most likely to be undertaking in this scenario?