MKT 340 Chapter 4

Suppliers and resellers can update their accounts, arrange purchases, and check orders against inventories through __________.

A company's extranet

A market researcher wants to find the cause-and-effect relationship between using organic ingredients in food and the subsequent consumption by customers. He invites ten respondents to his research firm and asks them to taste two identical dishes. The dishes were prepared in a similar manner, but one has natural herbs for flavoring, and the other has artificial flavors. This is an example of ________________.

Experimental research

Big data presents marketers with big opportunities. T/F

False

Exploratory research would be used to gather data about the market potential for a new product. T/F

False

Secondary data consist of information collected for the specific purpose at hand. T/F

False

The objective of descriptive research is to gather preliminary information that will help define the problem and form hypothesis. T/F

False

______________ are small groups of consumers who interact directly and informally with product designers without a moderator.

Immersion groups

A not-for-profit uses a small convenience sample to gather data on customer reactions. It invites a small group of customers for lunch and asks them to share what they think about the products they have purchased from the firm. This is an example of _____________.

Informal surveys

Which of the following is true of a good marketing information system?

It balances the information that a firm would like to have against what they really need.

Which of the following is true of survey research?

It is the most widely used method for gathering primary data.

Which of the following is NOT considered a source of competitive intelligence?

Competitors' internal databases

Which of the following is true of question formats in questionnaires?

Open-ened questions are useful in exploratory research to find out what people think. A scale question is an example of an open-ended question.

The most common research instrument, whether administered in person, by phone, by e-mail, or online, is the _________________.

Questionnaire

An effective MIS assesses information needs, develops needed information, and distributes the information to help managers with decision making. T/F

True

Ideally, a sample should be representative so that a researcher can make accurate estimates of the thoughts and behaviors of the larger population. T/F

True