LAST TEST OF MARKETING

Your company has asked you to make recommendations for new hardware and software to replace the existing marketing-information system. What should you recommend?

a. Software that decision makers can use with minimum training

What data-collection method can be used to obtain product information during the point-of-purchase process?

a. Volume-tracking scanner

research questions asked by a prerecorded voice

b. digital survey

How can using a database to track its customers' preferences and buying habits help a business?

b. Builds strong, loyal customer relationships

The most difficult step in the marketing research process is:

b. Defining the Problem

What is the most appropriate data-collection method to use when a business wants to determine how its employees interact with customers? (R)

b. Observation

Which of the following is a characteristic of unstructured observation: (R)

b. Often records a variety of behaviors

What type of scale is a firm using when a survey format has a seven-point rating system consisting of opposite adjectives on each end of the scale?

b. Semantic differential

One advantage to marketing-information managers of using the Internet to do research and gather data is that the process is (R)

b. inexpensive.

In planning marketing activities and in making marketing decisions, marketers use a variety of data gathered by a(n) (R)

b. marketing-information management system

To obtain reliable, valid marketing-research data when conducting personal interviews, researchers must make sure that the interviewers are

b. open, friendly, and nonjudgmental

What is the most frequently used method to collect primary data?

b. survey

Which survey method is quick and efficient but is limited due to regulations?

b. telephone interview

The SBU Company developed a survey in which respondents are provided the same number of favorable and unfavorable rating options. What type of scale has this survey used?

d. Balanced

What is an internal source of marketing information for a business? (R)

d. Inventory records

What is an example of marketing information that a business could gather by surveying its customers? (R)

d. Location of the company's market - where people live who want product

What is a common method of collecting research data that often involves the use of questionnaires? (R)

d. Mail survey

How can businesses use computerized databases to sort and organize information about customers' purchases, brand preferences, and dollar amounts spent?

d. To customize its marketing efforts

When should researchers ask potentially sensitive questions during an interview?

d. Toward the end of the interview

When a marketing-information management system compares financial information from one time period with the financial data from another time period, it provides a picture of the business's

d. profitability

computer ~ data analysis ~ experimental ~ focus ~ natural ~ observation ~ open-ended ~ primary ~ recommendations ~ validity ___________ is the process of compiling, analyzing, and interpreting the results of primary and secondary data collection.

data analysis

facts or information

e. data

computer ~ data analysis ~ experimental ~ focus ~ natural ~ observation ~ open-ended ~ primary ~ recommendations ~ validity The ____________________ method is the research method that is used least often, partly because of the expense it entails.

experimental

gathers information by the use of interviews and questionnaires

f. survey method

computer ~ data analysis ~ experimental ~ focus ~ natural ~ observation ~ open-ended ~ primary ~ recommendations ~ validity In marketing research terms, a(n) ____________________ group is a group of eight to twelve people who are brought together by researchers to discuss a particular situation or reactions to a product.

focus

already been collected for some purpose other than the current study.

g. secondary data

business clearly identifies concern or issue and the info necessary to solve it

h. problem definition

to explain the meaning of something

interpret

a controlled approach used to test the results of new package designs or new promotions

j. experimental method

computer ~ data analysis ~ experimental ~ focus ~ natural ~ observation ~ open-ended ~ primary ~ recommendations ~ validity Marketing researchers for a grocery store chain stationed themselves near the check-out stands of various stores in the chain in order to watch and record what customers purchased. Thus, the observation research was performed in a(n) ____________________ situation.

natural

Mystery shopping uses what type of method for collecting primary data.

observation

computer ~ data analysis ~ experimental ~ focus ~ natural ~ observation ~ open-ended ~ primary ~ recommendations ~ validity The research method that is best used as a means of gathering information about customer behavior and preferences is the ____________________ method.

observation

computer ~ data analysis ~ experimental ~ focus ~ natural ~ observation ~ open-ended ~ primary ~ recommendations ~ validity A survey question to which respondents construct their own responses is called a(n) ____________________ question.

open-ended

computer ~ data analysis ~ experimental ~ focus ~ natural ~ observation ~ open-ended ~ primary ~ recommendations ~ validity Courtney is a market researcher who must gather specific data pertaining directly to a problem her company is having. Because the problem is unusual, Courtney cannot find any relevant information from previous studies, and so she will need to gather ____________________ data.

primary

computer ~ data analysis ~ experimental ~ focus ~ natural ~ observation ~ open-ended ~ primary ~ recommendations ~ validity ______________ must be clear and well supported by the research data.

recommendations

computer ~ data analysis ~ experimental ~ focus ~ natural ~ observation ~ open-ended ~ primary ~ recommendations ~ validity The owner of On Stage! Dancewear store wrote a questionnaire that she hoped would survey customers' feelings about the merchandise she sold. Unfortunately, the questionnaire measured customers' general feelings about dance more accurately than it measured their feelings about her merchandise. Therefore, the questionnaire had very weak ____________________.

validity

Which of the following is a rating scale that allows marketing researchers to determine respondents' feelings:

a. Likert

not leading to a definite result

d. inconclusive

a part that is assumed to represent the whole

a. sample

So a business can retrieve current customer and internal marketing information from a central location, it may use which of the following technological tools:

a. A database

allows only one answer

c. forced-choice questions

How can ill-designed questionnaires affect survey participants?

c. Can decrease their response rate

Which of the following is a technology tool that allows a business to observe a customer's Internet activities:

c. Cookie

Which characteristic of useful marketing information is represented by the statement "The benefits of using the information should be greater than the expense of gathering the data used to generate this information"?

c. Cost-effectiveness

What is an example of a marketing-research method that is used to collect primary data? (R)

c. Customer survey

What is the advantage in using personal interviews to collect marketing data? (R)

c. High flexibility

Why do many businesses place a cookie on a user's hard drive when the user visits the business's web site?

c. To track the number of times the user buys a product

On a survey questionnaire, what type of question is most often used as a filter question?

c. a two-choice question

What are a business's own sales figures and customer records sources of?

c. internal secondary data

computer ~ data analysis ~ experimental ~ focus ~ natural ~ observation ~ open-ended ~ primary ~ recommendations ~ validity The ____________________ is the one tool that has made marketing research information easier to collect, store, and sort.

computer