Makreting CH 9
Which of the following is the BEST example of an effective question on a mail survey?
Have you ever put food out for wild birds?
All of the following are examples of secondary data EXCEPT:
a first-time physical count of the number of cars passing through an intersection to determine the need for a traffic signal
When the Boston Symphony Orchestra wanted to determine how to make classical music appeal to younger concertgoers, it hired AMN to conduct a survey. It was important that the survey have a relatively low cost and offer anonymity to respondents to ensure candid answers. Which form of survey research should AMN have used?
a mail survey
A furniture manufacturer wants to test how consumers will respond to furniture upholstered in fabric made from recycled plastic by having consumers feel and respond to the fabric. Which form of survey would allow it to do this?
a mall intercept
In which of the following situations would a marketing researcher be most likely to use executive interviews?
a manufacturer of extruded plastic wants to determine where there are other markets for its products
Research done by ShopLocal.com found that Americans today are concerned enough about sustaining the environment that they are willing to spend more. Suppose that to cut the cost of the research, ShopLocal.com included a second study asking consumers about their preferences in the upcoming presidential elections. This research would be an example of:
a piggyback study
The office of lieutenant governor was vacated, and a special election was called to fill the office. When the head of the state's Department of Education decided she might run for the office, she was unsure how running for this office could affect her long-term plans for running for the office of U.S. senator. She has hired a research company to obtain survey data from voters in the state. Given that she must make a decision in less than three weeks, the research company should use:
a telephone survey
A company wanted to collect data on consumers' perceptions of its new brand. The marketing research director has recommended using a mail panel operated by Synovate. What can the company expect from a mail panel?
a very high response rate
In contrast to marketing research problems, management decision problems are:
action oriented
Which type of interview question encourages an answer phrased in the respondent's own words?
an open-ended question
A _____ is a specially designed phone room used to conduct telephone interviewing.
central-location telephone (CLT) facility
Which of the following is an interviewing method in which the interviewer reads the questions from a computer screen and enters the respondent's data directly into the computer?
computer-assisted personal interviewing
Which of the following is an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answers into a computer?
computer-assisted self-interviewing
_____ is the creation of a large computerized file of customers' and potential customers' profiles and purchase patterns.
database marketing
When Eurasia restaurant, serving Eurasian cuisine, first opened along Chicago's Michigan Avenue, its novelty brought many diners. However, it turned off the important business lunch crowd, and sales went into decline. Before conducting any marketing research to explain the declining sales, management needs to:
define the problem to be researched
To help understand why sales of Keebler Sweet Spot shortbread cookies had dropped off, the company used marketing research to gather factual information to help understand the problem. The gathering of factual statements is an example of marketing research in its _____ role.
descriptive
Volkswagen developed an 18-month-long project to gain a better understanding of the American culture so it could develop cars more appealing to this market. The research project was called Moonraker. Moonraker was intended to play a(n) _____ role in Volkswagen's marketing research.
descriptive
Marketing research has three functional roles. These roles are:
descriptive, diagnostic, and predictive
Your supervisor has instructed you to conduct a marketing research effort that will determine how your company's business customer demographics have changed. You have also been instructed to use primary data. You will:
develop a mail survey to study your primary market
Phillip Morris USA, the manufacturer of the Marlboro Ultra Smooth cigarette targeted to people who want to smoke a potentially safer cigarette, has asked for marketing research to explain the reasons for the recent failure of the new cigarette. This type of research is described as:
diagnostic
PetSmart, a large chain of pet shops, surveyed consumers and asked, "Do you ever buy holiday gifts for your pets?" Respondents checked "Yes" or "No" to answer this question. This is an example of a(n) _____ survey question.
dichotomous
Which type of survey question is a closed-ended question designed to measure the intensity of a respondent's answer?
dichotomous
Health providers have voiced concerns about the use of pesticides and the negative effects they possibly have on our health. A large insurance company is willing to sponsor a meeting of the nation's largest organic growers, pesticide producers, and retailers of organic foods if there is an interest in a cooperative effort to improve customers' perception of eating healthy. What type of survey technique would be most appropriate for determining if there is any real interest in such a meeting?
executive interviews
Which of the following is a type of survey that involves interviewing businesspeople at their offices concerning individual products or services?
executive interviews
_____ require the best interviewers because they are often interviewing on topics about which they know very little.
executive interviews
A marketing decision support system involves the planning, collection, and analysis of data relevant to marketing decision making and the communication of the results of this analysis to management.
false
A snowball sample is a type of probability sample.
false
An online focus group is a selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation.
false
Because online surveys are still in their infancy, there are limited methods of conducting online surveys.
false
Ethnographic research is a form of experiment research because it is conducted without any preconceptions.
false
Fisher-Price employees were engaged in experimental research when they observed, from behind a mirror, children playing with soap bubbles and decided to build a toy lawn mover that spewed soap bubbles.
false
Marketing research has three roles: persuasive, reminder, and informative.
false
Martina was interested in how students perceive the health service provided by her university. To collect data on this issue, she interviewed the students in her evening class. Martina has used a random sampling procedure.
false
Measurement error occurs when a sample somehow does not represent the target population.
false
Once adequate amounts of data have been collected, the researcher should present the report.
false
The best experiments are those in which one factor is held constant and the other factors of interest are deliberately manipulated.
false
The difference between a traditional focus group and an online focus group is that there is no moderator in the online group like there is in a traditional group.
false
The first step in the marketing research process is to plan the research design and gather primary data.
false
The last step in the marketing research process is to prepare and present the report.
false
The most popular technique for gathering primary data is by observation.
false
The quality of secondary data should never be questioned.
false
To save money on marketing research, a marketing manager suggests that the company use the results of a survey conducted last year because similar questions were asked then. The manager is suggesting use of primary data.
false
A _____ is a form of personal interviewing that uses a group of seven to ten people who have been recruited because of certain desired consumer characteristics.
focus group
A regional airport manager conducted research to get a better understanding for the types of concessionaires to include in the planned terminal remodeling. She conducted two sets of group interviews, one with ten leisure flyers and another with ten business flyers. In each group, participants discussed what types of food, retail, and other services they wanted in the new terminal. These discussions are examples of:
focus groups
The first step in the marketing research process is to:
identify and formulate the problem/opportunity to be studied
When assessing the quality of secondary data, it is:
important to know the purpose for which the data were originally collected
After listening to a group of middle-aged women discuss their biggest concerns about the jeans they wore, a company designed a new line of comfortable women's jeans and touted them as "not your daughter's jeans." This is an example of research conducted to:
improve the quality of their decision making
The marketing research problem:
is information oriented
Low response rate is a problem commonly associated with:
mail surveys
You must conduct research to find out a great deal of information about the motives and desires of potential customers for a home delivery grocery service. You need a sample of at least 300 people who spend at least $100 weekly at the supermarket, and you don't have a lot of money to conduct the research. You should use:
mail surveys
Which type of survey research method involves interviewing people in the common areas of shopping malls?
mall intercept interview
Computer-assisted personal interviewing and computer-assisted self-interviewing are computerized techniques for conducting:
mall intercept interviews
According to the text, a true marketing decision support system should be interactive, which means:
managers can give simple instructions and see immediate results
A(n) _____ is an interactive, flexible, computerized information system that enables managers to obtain and manipulate information as they are making decisions.
marketing decision support system
Everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans is referred to as:
marketing information
A bowling alley operator could use _____ to determine why customers do not seem to like the location of his new bowling alley
marketing research
Soon after the Chenault Military Museum expanded its hours and began charging a small fee to pay for the extra help needed to keep it open longer, attendance decreased. To determine why this decrease in attendance occurred, the museum staff could rely on:
marketing research
The publisher of a Canadian business magazine wanted to make several major changes in the magazine's content and format. To determine what changes would be supported by its subscribers and what changes would not be welcomed, the publisher should engage in:
marketing research
_____ is the process of planning, collecting, and analyzing data relevant to a marketing decision. The results of this analysis are then communicated to management.
marketing research
A _____ is a company that acquires, catalogs, reformats, segments, and resells reports already published by marketing research firms.
marketing research aggregator
Managers must combine specific pieces of information needed to identify the marketing research problem. Their _____ is to provide insightful decision-making information.
marketing research objective
A survey by RoperASW asked consumers to check where they were most likely to look for information about a new book. Possible answers were book club catalogs, book reviews in newspapers, book reviews in magazines, television programs, friends, radio programs, local reading groups, or the Internet. What type of question was used in this survey?
multiple choice
In-home personal interviews:
offer high-quality data at a high cost
Representatives of the Tourism Board of Arkansas visited state welcome centers and asked visitors to the state, "What is your reason for coming to Arkansas?" This would be an example of a(n) _____ question.
open-ended
Suppose the American Red Cross sent out a questionnaire that included the question "Why are so many people reluctant to donate blood?" This would be an example of a(n):
open-ended question
You have been given the task of creating a questionnaire that requires each respondent to provide a rich array of information based on his or her own frame of reference. Which of the following types of questions would best deliver such information?
open-ended question
British Columbia's Sun-Rype Products wanted to find out if Canadians were having trouble getting their required servings of fruits and vegetables each day. Marketers conducted focus groups, a type of _____, which revealed that participants were having particular trouble getting their required servings of vegetables.
personal interviewing
_____ studies collect data on two different projects using one questionnaire.
piggyback
A small brewery has noticed a 20 percent decrease in the sale of its dark beer over the last three years. The company's owner wants to determine why the decline has occurred and how to reverse the trend. Once the owner has identified the problem as a consumer perception that dark beer is bitter and calorie laden, its next step in the marketing research process should be to:
plan the research design
Through marketing research, the Boston Symphony Orchestra (BSO) learned it has an older market and is not attracting younger concertgoers. It next conducted marketing research to determine if an integrated advertising campaign targeted to the younger market would be successful. In its second use of research, BSO employed _____ marketing research.
predictive
Community Trust Bank's management decided to design a new product and promotion to appeal to small to medium-sized businesses. A researcher conducted a series of focus groups with business owners to find out more about what they wanted in bank services. With the focus groups, Community Trust was collecting _____ data.
primary
Information collected for the first time for the purpose of solving a particular problem under investigation is called _____ data.
primary
Levi Strauss recently introduced its new Totally Slimming jeans. The idea for the jeans came from a group session conducted last August in which a group of moms made it clear they were tired of low-rise styles. Instead, they wanted jeans that were comfortable while covering up problem areas and that showed off their figures. Levi's used this _____ data as the basis for designing this new line of jeans.
primary
When Wilson, a manufacturer of tennis racquets, sent a team of researchers, designers, and tennis pros out to visit with 40 women tennis players of various abilities in locations from California to Florida to find out what women players want in a racquet, what kind of research were they conducting?
primary
A recent survey reported that 65 percent of the people responding said they were willing to spend more money for environmentally friendly goods. Marketing research on how to best use this information will begin with the:
recognition of the marketing opportunity
What is the chief advantage of primary data?
relevance to the problem at hand
Data previously collected for purposes other than the one at hand are an important source of information as the researcher defines the problem. These data are called _____ data.
secondary
Research indicates that Americans today are concerned enough about sustaining the environment that they are willing to spend more. In fact, 65 percent of the people who responded to the survey said they were willing to spend more money for environmentally friendly goods and 65 percent also expected to increase spending this year on eco-friendly products, despite the current downward trend in retail. Companies that use the results of this study in their product development efforts are using _____ data.
secondary
While many economic indicators have been negative during the first half of 2009, the Wall Street Journal recently reported that U.S. retail sales were actually up in April. In fact, the performance of 61 percent of the retailers in the study topped analysts' expectations. If Costco used this report as factor in their expansion plans, they would be using _____ data.
secondary
Post Properties is a company that manages apartments in various communities. It is concerned with a glut of apartments in Atlanta, Orlando, and Dallas. Its market researcher begins by examining the rental markets in the Southeast, the history of apartment buildings, local economies, competitive rents, and ownership--all information that was on hand and did not require any new research to locate. The market researcher looked at:
secondary data
Trade groups, commercial publications, and government departments can be used as sources of:
secondary data
Telephone interviews offer:
speed in gathering data
The most popular method for gathering primary data is _____, in which a researcher interacts with people to obtain facts, opinions, and attitudes.
survey research
A true marketing decision support system possesses all of the following characteristics EXCEPT:
synergistic
A major limitation of the mall intercept interview is:
the difficulty of obtaining a representative sample of the population of interest
When a university began thinking about offering more online degrees, it used primary data to get potential students' attitudes and intentions. What is the most likely reason for using primary data?
the information will fit the university's needs exactly since it will be collected specifically for this study.
Radio One is the largest U.S. radio broadcasting company targeting black Americans today. Radio One staffers are constantly reviewing secondary information looking for any emerging trends in their target market. Potential disadvantages of this research approach include:
the questionable quality of the data
_____ specifies the research questions to be answered, how and when the data will be gathered, and how the data will be analyzed.
the research design
The research design specifies:
the research questions to be answered
A marketing decision support system is an interactive, flexible, computerized information system that bypasses information-processing specialists and gives managers access to useful information from their own desks.
true
A random sample is a carefully developed probability sample set up to ensure that every member of the population has an equal chance of being selected as part of the sample.
true
A true marketing decision support system is interactive, flexible, discovery oriented, and accessible.
true
Government agencies, periodicals, and trade shows are good sources of competitive intelligence.
true
Los Hermanos Cafe has successfully operated seven restaurants in the same community for 20 years. Management plans to introduce an egg and cheese breakfast burrito to three restaurants after having success with this product in its other four restaurants. Since management knows this market so well, Los Hermanos Cafe doesn't need to conduct research before introducing the new product in its remaining restaurants.
true
Marketing research provides decision makers with data on the effectiveness of the current marketing mix and also with insights for necessary changes.
true
One advantage of Internet surveys is dramatically reduced costs.
true
One advantage of an online focus group is that respondents tend to talk more freely about issues that might create inhibitions in a face-to-face group.
true
Questionnaires include three basic types of questions: open-ended, closed-ended, and scaled response.
true
Scanner-based research is a system of gathering information from a group of respondents by continuously monitoring the promotions panel members are exposed to and their subsequent purchase behavior.
true
Stuart Marketing Research is gathering information on the way people wrap gifts specifically for a large manufacturer of gift wrap paper that is considering introducing reusable wrapping paper with Velcro fasteners. The information gathered would be an example of primary data.
true
