Mkt quiz 4

The marketing department of a reputable firm wants to improve strategic decision making, track the actions of other players in the market, and provide early warning of opportunities and threats. Which of the following would help the firm of achieve its objectives?

Competitive marketing intelligence

Loft industry sells roof trusses to contractors and builders, and is currently looking for honest feedback on its services. However, in the past, most of its effort to procure feedback from customers did not yield any meaningful data. According to the marketing managers of loft industries, feedback was more polite than honest. Which of the following contact methods should laugh industries, most likely used to maximize his chances of receiving honest and impersonal feedback?

Mail questionnaires

Which of the following is most likely in advantage of survey research

The flexibility of survey research is high; it can be used to obtain many different kinds of information and many different situations

Which of the following is an advantage of telephone interviews?

The speed with which data is collected is high.

Akira Takano, a marketing manager, is about to test the hypothesis that the sale of a particular product will increase exponentially if there is a $5 drop in the selling price of the product. Akira is involved in ________ research.

causal

Experimental research is best suited for gathering _________ information.

causal

Beth Williams works for a marketing research company in Chicago. Her current research involves finding the market potential for a client's new line of sports apparel. Given her objective, which of the following types of research is the most suitable for Beth?

descriptive research

In ________ research, the objective is to gather preliminary information that will help define the problem and suggest hypotheses.

exploratory

_________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

marketing research

Commercial online databases are rich sources for obtaining __________.

secondary data

The objective of causal research is to __________.

test hypotheses about cause-and-effect relationships

A good marketing information system balances the information users _______ to have against what they _______ and what is _______ to offer.

would like; need; feasible