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Exam 5: Marketing Research and Information Systems

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Question 21

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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 22

Multiple Choice

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Nelson Marketing Research is concerned about using surveys to conduct a marketing research project because

A) fewer people are willing to participate.
B) primary data are so much cheaper and easier to gather.
C) survey data collection is highly inaccurate.
D) survey data do not provide in-depth responses.
E) the survey method has been replaced by the Internet.

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Question 23

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The first step in launching a research study is problem or issue definition. The first sign of a problem is usually a departure from some normal function, such as a failure to attain objectives.

Which of the following is a probability sampling technique used to reduce errors within random sampling?

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 general, corporate executives prefer research reports that are short, clear, and simply expressed.

If Procter & Gamble, the maker of Dawn dishwashing liquid, wants to know what percentage of customers examine product labels before making a product selection in the grocery store, it can best gain this information through

The technique of sampling in marketing research is the process of selecting representative units from a total population (a sample) and being able to project the characteristics of the total population from the sample considered.

In ____ sampling, there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.

Data regarding attitudes toward a particular product are collected. To test a hypothesis, the data are used and then stored. If these data are used again in a future research study, they will be considered primary data.

Palmetto Regional Hospital has designed an upcoming research project for determining the best methods for improving patient care. The next step the organization must take in the marketing research process is

____ that are either accepted or rejected become the primary conclusions of a marketing research study.

The final step in the marketing research process is to assess the ethicality of the data collection phase.

Marketing research is best defined as

Nathan, a marketing manager for Casual Express, a retail clothing store chain, wants to use observation methods to gather information about shopping behavior. Which of the following should Nathan know about observation methods of data collection?

​Because of a variety of cultural, geographic, regulatory and social issues, international marketing can pose unique challenges for the marketer. Many of these challenges can be mitigated by an effective international-oriented marketing research effort.International marketing research can help a company____________________.

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. Kashi's testing of the Crunchy Wheat promotion is an example of

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

When more information is needed about a problem and a tentative hypothesis needs to be made more specific, marketers usually conduct ____ research.

In marketing research, a sample is best described as