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Exam 4: Marketing Research and Information Systems

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Question 31

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In reporting marketing research findings, the researcher should

A) provide explanations in language that those who use the report to make decisions can understand.
B) write the report in an extremely technical and statistical style.
C) fit the problem to a favored statistical technique.
D) not acknowledge any limitations associated with the study.
E) give management the answers it wants.

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Question 32

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

A) primary
B) experimental
C) descriptive
D) secondary
E) exploratory

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Question 33

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Scenario 4.1 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 4.1. Suppose that when selecting the 5,000 homes to participate in scanner studies in one city, the research firm first divided the city's population into upper-, middle-, and lower-class families, then took a probability sample within each group. This would be a(n) ____ sample.

Suppose that a retail store conducts a mail survey of its customers and finds that 50 percent of the customers believe store personnel are "courteous." Which benchmark or comparison would be most useful for interpreting this result?

If the University Bookstore wanted to understand the textbook and school supplies needs on the campus of the University of Michigan, the population of study would be

The opportunity to obtain data via the Internet has resulted in more than half of all marketing research coming from secondary sources.

Exploratory research is concerned with identifying the characteristics of markets or categorizing market activities.

All the elements, individuals, or units of interest to researchers for a specific study are called the

Costco believes that most of its sales are to small businesses rather than consumers -- and that women are more likely to be making the purchasing decisions. This is an example of a(n) ____ that Costco could test through marketing research.

A n online survey conducted before students could register for their fall semester classes asked, "Do you think online professor evaluation forms would be better than paper and pencil forms administered during class?" This is an example of a(n) ____ question.

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

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

The main focus of a marketing information system is on

Subscription services from firms such as ACNielsen provide marketing researchers with a good source of ____ data.

Information from the U.S. Census Bureau is commonly used as ____ by a variety of agencies and organizations.

One common mistake in questionnaire construction is developing the questionnaire before objectives have been established.

The main difference between marketing research and a marketing information system is that the MIS is an information-gathering process for specific situations whereas marketing research provides continuous data input.

Bart's Appliance Center owner Ron Bart feels that his organization has access to a great deal of information generated both inside and outside the firm, but much of this information is presently going to waste. Apparently, Bart needs to develop a

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

You are watching an episode of a new game show that tests contestants' knowledge by giving them phrases they must respond to with a question. The following marketing-related phrase comes up in the bonus round of the game: "It's an informed guess or assumption about a problem or set of circumstances. It is based on all the insight and knowledge available about the problem or circumstances from research studies and other sources." The contestant's response should be