Exam 8: Information Gathering and Processing in Retailing

A retailer wants to study the effect of store brand on customer perception of quality.While the same exact knit shirts are shown to respondents,one-half are labeled with the store's dealer brand and the other half with a nationally advertised manufacturer's brand.Respondents are told to rate the quality of each shirt.They are told that the purpose of the study is to refine the store's quality measurement scale.This illustrates ________.

A franchisee needs to determine its sales in a specific geographic area in conjunction with a major legal court case against a franchisor.The retailer should utilize ________.

A retailer plans to study store loyalty among a group of respondents that live within normal driving time of its store.The retailer seeks to terminate the data collection process in the early stage of data collection if the store-loyal group of customers approximates 30 percent of respondents.Which survey technique should the retailer utilize?

Retail information systems have evolved from improving inventory control to be more involved with merchandise ordering,transferring merchandise among stores,and in surveys.

The use of micromarketing is an example of which target marketing strategy?

The major disadvantage of observation is that ________.

An example of internal secondary data is ________.

Secondary data can be further broken down into ________ and ________ data.

The semantic differential technique uses ________.

A food-oriented retailer wishes to compile a list of 50 key frozen food items (in terms of sales,inventory turnover,and profitability).Outline internal secondary data sources for this problem.

a.Illustrate how a Web-based retailer can base its retail strategy on nonsystematic research. b.How can the strategy be improved through effective problem definition and relevant information?

Which problem definition is most likely to require primary data collection?

A major disadvantage of the use of secondary data is ________.

In studying its image,a retailer discovers that it is,on average,described as being expensive,as having very good service,as stocking conventional "me-too" goods,and as having a conservative fashion orientation.The retailer used which primary research technique?

a.Describe the importance of the problem definition process in retail research. b.Apply the problem definition process to the question of whether a new product has added to a supermarket's overall sales.

a.Under what conditions could secondary data sources be insufficient/inadequate for use in a retail research study? b.Under what conditions could secondary data sources be sufficient/adequate for use in a retail research study?

A major advantage of secondary data is the ________.

A retailer determined that its monthly sales were 22 percent below expectations on the basis of its retail plan.Which stage of the marketing research process should the retailer be concerned with?

An advantage of electronic data interchange (EDI)is ________.

In a simulation,the manipulation is done on a mathematical model.