Marketing Ch .4 - two
A not-for-profit firm 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 ________. A) informal surveys
A
Kathy Jenkins is planning to conduct research on consumers' personal care routines. Since the questions are likely to be personal and sensitive, Kathy wants to select a contact method that will encourage respondents to answer honestly. Which of the following contact methods is most likely to best serve Kathy's purpose? A) mail questionnaires
A
Suppliers and resellers can update their accounts, arrange purchases, and check orders against inventories through ________. A) a company's extranet
A
Which of the following is true of survey research? A) It is the most widely used method for gathering primary data.
A
Which of the following is true of focus group discussions? E) Consumers are not always honest and open about their opinions.
E
Which of the following is true of question formats in questionnaires? E) Open-ended questions are useful in exploratory research to find out what people think.
E
A practice called ________ allows marketers to use online data to target ads and offers to specific customers. B) behavioral targeting
B
Experimental research is best suited for gathering ________ information. B) causal
B
Harmon, a nationwide department store, uses checkout scanners to record shoppers' purchases. Which term best describes Harmon's checkout scanners? B) mechanical instrument
B
Mail surveys have many disadvantages so many marketers have switched to ________. B) Internet-based surveys
B
What are the two main types of research instruments used to collect primary data? B) questionnaires and mechanical devices
B
________ have enabled researchers to gain greater control over who participates in the online sample. B) Network respondent panels
B
A firm has a huge amount of individual customer data saved in different databases. Which of the following can be used to integrate, analyze, and apply the available information effectively? C) CRM systems
C
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 ________. C) experimental research
C
A(n) ________ is best suited for exploratory research. C) observation
C
Data collection, processing, and analysis are undertaken during which stage of the marketing research process? C) implementing the research plan
C
Erica Jenson has a limited budget to conduct market research. Which of the following research approaches would provide Erica with the most cost-effective way to reach a large number of respondents in a short period? C) Internet-based surveys
C
Marketers apply ________ to the large and complex sets of data they collect to gain customer insights and gauge performance. C) marketing analytics
C
The most common research instrument, whether administered in person, by phone, by e-mail, or online, is the ________. C) questionnaire
C
Vincent Cosmetics decides to launch a cream with a claim that it makes skin "nine times smoother." The claim is based on a study of 30 respondents who used products of other brands as well. However, a second study on a larger sample reveals only a mild correlation between the use of the cream and smoother skin. In these circumstances, which of the following is the most ethical approach that Vincent Cosmetics can follow? C) It should report the result as it is, or improve the product to match its claim.
C
________ are flexible and allow for explanation of difficult questions as well as demonstrating products. C) Individual interviews
C
A major advantage of a mail survey is that it ________. D) eliminates interviewer bias
D
Burger Town introduced a new hamburger and released it in two different cities at two different prices. Marketers of Burger Town then analyzed the sales records of their outlets at the two cities, determined the price that resulted in better profits, and used the information to set a nationwide price for their new offering. This is an example of ________.
D
Sample size and location have little impact on costs for ________. D) Internet-based surveys
D
Which of the following is a structured method of online research where marketers require direct responses from customers? D) online surveys
D
Which of the following is true about customer relationship management (CRM)? D) It consists of sophisticated software and analytical tools.
D
Which of the following statements about international marketing research is true? D) Language translation in international marketing research typically increases costs and raises the risk of errors.
D
Which of the following would most likely use informal research methods to obtain marketing insights? D) not-for-profit organizations
D
________ are small groups of consumers who interact directly and informally with product designers without a moderator. D) Immersion groups
D
________ is best suited for descriptive research. D) A survey
D
