Exam 7: Improving Decisions With Marketing Information

A marketing researcher wants to do a survey to probe in-depth consumer attitudes about their experiences with the company's products. He is LEAST likely to get what he wants if he uses:

Which of the following trends creates difficult challenges for marketing managers?

A situation analysis is highly beneficial to marketers for all the following reasons except:

Wizard Toy Company's marketing researcher conducted a survey to find out the percentage of customers who, after receiving a promotional mailing about a new toy, actually went out and purchased the product. This is an example of

A marketing dashboard displays up-to-the-minute marketing data in an easy-to-read format.

The first thing a marketing manager should do if one of his firm's products drops in sales volume is:

J.D. Power's surveys of customer satisfaction are a popular example of syndicated research. D. Power's surveys of customer satisfaction as the basis for advertising claims. This serves as an example of syndicated research.

A common quantitative research approach is to use survey questionnaires with multiple-choice questions.

Which variation of personal interview surveys helps reduce the cost of locating consumer respondents?

A marketing manager should seek help from research only for problems where the risk of a decision can be greatly reduced at a reasonable cost.

________________ ________________ utilizes qualitative and quantitative analysis procedures to help marketing managers make more informed decisions.

Marketing managers turn information into knowledge when they use their experience to answer "how" and "why" questions.

Validity concerns the extent to which data measures what it is intended to measure.

Which method of quantitative research would probably produce the best results when the questions are simple and require only quick "yes" or "no" answers?

The big advantage of qualitative research in marketing is:

The function of marketing research is to develop and analyze new information to help marketing managers make better decisions.

Marketing research is concerned with developing and analyzing new information to help marketing managers do a better job of:

When getting information for marketing decisions, the marketing manager:

With roots in biology, ethnographic research studies different cultures by examining their physiology.

The two basic methods for obtaining primary information about customers are