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Exam 4: Marketing Research and Information Systems

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Question 41

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Which of the following is the least flexible survey method?

A) Telephone surveys
B) Focus group interviews
C) Personal interview surveys
D) Mail surveys
E) Observation

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Question 42

Multiple Choice

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A(n) __________ is a collection of information arranged for easy access and retrieval.

A) database
B) marketing information system
C) marketing decision support system
D) online information service

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Question 43

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As technology becomes more popular, clearer laws will be needed to allow marketers to gather information without abusing consumer privacy.

Marketing researchers typically favour __________ because they are extremely flexible.

Students from a marketing research class are involved in a project about the level of sleep, exercise and stress that individuals experience.They have decided to collect data from three different student areas on campus.When they analyse their data, they find the responses are very similar across the three areas.The students feel comfortable they have achieved which of the following with regard to their data?

In marketing research, sampling is the process of selecting representative units (a sample) from a total population and using the sample's characteristics to predict the characteristics of the total population.

Why would a personal interview be favoured over a mail or telephone survey?

The main focus of a marketing information system is on:

The main focus of a marketing information system is on

Statistical interpretation focuses on what is typical or what deviates from the average.

Use the following to answer questions Jack Watson, an MBA student at the University of Tasmania in Hobart, recently purchased a small ice-cream and frozen yoghurt business close to campus to help pay his way through the program.Even though Hobart has cold winters, ice-cream and frozen yoghurt generally sell well year-round.After two months of operation, it became clear why the previous owners had sold the business: even though it seemed to be ideally located, sales were extremely disappointing. -Besides administering the questionnaire, Jack observed people who came into his store and made notes about their appearance and behaviour.Which type of data did he collect?

Research that is conducted to clarify the characteristics of certain phenomena and solve a particular problem is called __________ research.

When conducting marketing research in another country, researchers should begin by using focus groups and other survey methods to refine their understanding of customer needs and preferences.

Explain the conditions that would favour an exploratory study over an experimental study.

The final step in the marketing research process is to assess how ethical the data collection phase is.

Problem location and definition is the first step towards finding a solution to a marketing problem or launching a research study.The first sign of a problem:

Use the following to answer 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 neighbours.Buying patterns are then compared.For example, Pilgrim Cereals tested a Crunchy Wheat promotion using this system.Half of the 5000 participating homes in one city saw a commercial announcing the promotion; the other half saw a commercial that did not mention the promotion.Pilgrim used scanner data to evaluate the promotion's success before offering the commercials nationwide. -Pilgrim Cereals' testing of the Crunchy Wheat promotion is an example of:

An informed guess or assumption about a certain problem or set of circumstances is known as:

Assume that Colourista, a hair salon, is interested in studying the pricing expectations of its customers.If the study calls for a selection of a hundred people at random from three age groups, __________ sampling is being used.

Marketing information systems and market research have changed rapidly because customers and companies around the world have been linked by: