Chapter 9 - TF

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

The first step in the marketing research process is to identify and formulate the problem/opportunity.

True

Compared to the personal interview, the telephone interview costs less, but cost is rapidly increasing due to respondent refusals to participate.

True

Conferences and professional courses led by rival executives are great places to gather competitive intelligence.

True

In a probability sample, every element in the population has a known statistical likelihood of being selected.

True

Marketing research is the function that links the consumer, customer, and public to the marketer through information.

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

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

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.

A moderator runs the group by typing questions online for all to see and respondents "on the fly."

Ethnographic research is a form of experiment research because it is conducted without any preconceptions.

Ethnographic research is the study of human behavior in its natural context and is a form of observation research.

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 mower that spewed soap bubbles.

Experimental research occurs when the researchers alters one or more variables. This is an example of observation research.

The best experiments are those in which one factor is held constant and the other factors of interest are deliberately manipulated.

In experiments, the goal is to hold all variables constant except the variable of interest

Marketing research has one use for management: It improves the quality of decision making.

It also helps managers trace problems, helps managers focus on keeping existing customers, alerts managers to marketing trends, and helps them better understand the marketplace.

A snowball sample is a type of probability sample.

It is a nonprobability sample and involves selecting additional respondents on the basis of referrals from the initial respondents

Once adequate amounts of data have been collected, the researcher should present the report.

The data must be analyzed and interpreted before a meaningful report can be prepared.

A marketing decision support system (DSS) is an interactive, flexible, computerized information system that bypasses information-processing specialists and gives managers access to useful information from their own desks.

True

The last step in the marketing research process is to prepare and present the report.

The last step is to follow up

The most popular technique for gathering primary data is by observation.

The most popular technique for gathering primary data is survey research.

The quality of secondary data should never be questioned.

The quality of secondary data may pose a problem, so researchers should ask: Who gathered the data? Why were the data obtained? What methodology was used? And so on.

Marketing research has three roles: persuasive, reminder, and informative.

The three roles are descriptive, diagnostic, and predictive.

Because online surveys are still in their infancy, there are limited methods of conducting online surveys.

There are several basic methods for conducting online surveys: Web survey systems, survey design and Web hosting sites, and online panel providers.

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.

This describes a convenience sample.

An online message board consists of a selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation.

This is a Web community.

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.

This is describing secondary data, which are data previously collected for any purpose other than the one at hand.

Measurement error occurs when a sample somehow does not represent the target population.

This is the definition of sampling error. Measurement error occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process.

A true marketing decision support system is interactive, flexible, discovery oriented, and accessible.

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 When the market is known to such a degree that the benefits of additional research do not out-weigh the cost of that research, then there is no need for research