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Exam 5: Marketing Research and Information Systems

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Question 31

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Research that allows marketers to make causal inferences about relationships is called

A) variable research.
B) relationality.
C) exploratory research.
D) linkage research.
E) experimental research.

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Question 32

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Data that are observed or collected directly from respondents are called

A) direct samples.
B) secondary data.
C) stratified data.
D) primary data.
E) firsthand information.

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Question 33

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Marketing research can be used to test a hypothesis.

Peter,the director of marketing at Holcomb,Inc. ,calls in Andrea,the firm's marketing research director.Peter wants a study done to assess the company's image relative to a new competitor,Levitt Labs.He has a flexible time schedule,has very little money to devote to the research,and feels that a relatively low response rate will not be a major problem.Andrea will probably recommend using a ____ survey.

Quota sampling is most commonly used in

A marketing decision support system aids marketing managers in decision making by helping them to anticipate the effects of certain decisions.

Kelsey thinks she will be able to get the highest quality of responses concerning the product features most sought by consumers through personal interviews.She decides to conduct her interviews at ____ because this is the most common location for personal interviews.

In the MIS,the means of gathering data receive less attention than the procedures for expediting the flow of information.

Telephone surveys allow an interviewer to gain rapport with respondents and to ask probing questions.

Scenario 5.2 Use the following to answer the questions. Colin Jackson recently purchased Blue Waters Adventures,a kayak and canoeing rental business near the Chatsworth River in Arizona.Blue Waters Adventures had been in operation for five years and was located in an ideal area.Even though the winters in the area can be cold,kayaking and canoeing activities are generally popular year-round.After two months of operation,it became clear why the previous owners had sold the business.While the business appeared to be ideally located,sales were extremely disappointing. -Refer to Scenario 5.2.Besides administering the questionnaire,Colin observed people who went kayaking and canoeing on the Chatsworth River,making notes about their appearance and behavior.The type of data he collected are ____ data.

One of the most overlooked sources of secondary data is the organization's own accounting records.

The in-home (door-to-door)interview is an example of a focus-group interview.

Having recording biases and collecting only descriptive information are two of the primary drawbacks to

Scenario 5.1 Use the following to answer the questions. Because of the development of optical scanners and cable television,marketing researchers can now test the effectiveness of advertising more precisely.Volunteers in a minimum of six cities are offered food discounts in return for allowing marketing research firms to monitor grocery purchases and send trial commercials to their homes through cable television. The research subjects shop only at stores equipped with UPC scanners,and their purchases are identified by a special card.Respondents are also told that some of the commercials they see on cable television may differ from those seen by their neighbors.Buying patterns are then compared.For example,Kashi cereals tested a Crunchy Wheat promotion using this system.Half of the 5,000 participating homes in one city saw a commercial announcing the promotion;the other half saw a commercial that did not mention the promotion.Kashi used scanner data to evaluate the promotion's success and offered the commercials nationwide. -Refer to Scenario 5.1.The 5,000 households that allowed their group purchases to be scanned are a

Suppose that marketers at Lever Bros.are trying to determine whether the use of free samples of Snuggle fabric softener was the reason for a sales increase in a particular store.The type of research conducted to answer this question is

For demographic purposes,a mail survey sent out by the American Cancer Society asks each respondent to identify their race by choosing among a list of possibilities.This common type of question is called a(n) ____ question.

Time Warner Cable uses its sales reports broken down by geographic regions as part of its marketing research to determine which markets are most rapidly adopting high-speed Internet connections.In this example,Time Warner Cable is using

The four fundamental survey methods used to obtain data in marketing research are telephone surveys,mail surveys,online surveys,and personal interviews.

In which of the following sampling designs do all members of a population have an equal chance of being selected?

Behavior Scan,a research company,provides information on household demographics,television viewing habits,and purchases tracked with Hotline cards.This is