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

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

 A marketer of yo-yos wants to know how an increase in price would affect its sales.It uses a test store where it increases the price of the yo-yo by ten percent and then studies its impact on sales.Comparing sales in the test store with those in other stores provides evidence about the likely impact of a price change in the overall market.Identify the type of market research used in the scenario.

 M&N,a leading cosmetic company,recently launched a test marketing initiative for its line of cosmetics for preteens between the ages of 9 and 14 years.To promote the product,its marketing team undertook a campaign where it invited groups of preteens to try out the cosmetics in malls and conducted a session to obtain feedback from them.The feedback from the preteens helped the team understand the ideas that these preteens had about their products.Which of the following methods of collecting data did the marketing team of M&N utilize in this scenario?

 Marketing decision support systems are designed to handle information from both internal and external sources.Which of the following is an example of an internal source of data that could be used by a marketing decision support system? 

By the end of the first stage of the marketing research process,managers and researchers should agree on: 

Which of the following is an advantage of personal interviews?

Which of the following stages of the research process involves labeling data sets to avoid misinterpreting or misplacing them?

The management team at Mercury,a department store,has received feedback from the customer service department that the store's exchange policy creates a lot of stress for customers.The customers need to visit several counters before their product is finally exchanged with another.All attempts to interact with customers to study the problem have failed because consumers chose to become hostile,rather than giving any constructive feedback.The team is now planning to conduct market research by monitoring people's behavior as they wait in line for products to be exchanged.What type of research is the store conducting?

 A disadvantage of mail surveys is that:

 One of the disadvantages of internet surveys is that: 

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

 Which of the following types of research would you expect a consumer products company to use if it wanted to study the patterns of household buying habits using secondary data sets each containing 500,000 items? 

 Which of the following types of quantitative research involves watching people and recording relevant facts and behaviors? 

Which of the following is a drawback of using mail surveys as a method of data collection?

A disadvantage of mall intercepts is that: 

 Budget constraints on marketing research can lead to: 

In the research process,the _____ step involves obtaining and recording the maximal amount of useful information,subject to the constraints of time,money,and respondent privacy.

Which of the following is a benefit of using projective techniques as a method of data collection?

 D-Tools Inc.manufactures and markets computer games.Their latest addition is a game called "Flashbox." This game is targeted at children of the age group of 13-16 years.The company recently conducted a free trial session where they invited groups of teenagers to play the game.After the gaming session,the company's market research executives conducted discussion sessions with the group and evaluated their feedback.What kind of research did the company undertake? 

Which of the following is true regarding secondary data?