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Exam 5: Marketing Research

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Question 61

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The best experiments are those in which all factors are held constant except the ones deliberately manipulated.

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Question 62

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In contrast to survey research, observation research does not rely on direct interaction with people. Observation research takes several forms. What are these forms? For each form, give one example of an observation method used.

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People watching people: Examples include...

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Question 63

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What is the most popular method for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes?

Researcher Martina Nugh was interested in how students perceive the health service provided by her university. To collect data on this issue, she interviewed the students in her evening class. Nugh has used a random sampling procedure.

Several types of analysis are common to marketing research. Noting how many respondents answered a question a certain way, which of the following is the simplest?

Through marketing research, the Toronto Symphony Orchestra (TSO) learned it has an older market and is not attracting younger concertgoers. It next conducted marketing research to determine if an integrated advertising campaign targeted to the younger market would be successful. In its second use of research, which type of marketing research did TSO use?

What occurs when a sample, in some ways, is not representative of the target population?

Scenario 5-5 According to marketing research conducted by the Specialty Equipment Market Association (SEMA) , a growing number of people want to buy compact performance cars and customize them. They want to turn Honda Civics, Acura Integras, and Mitsubishi Eclipses into personalized statements of automotive expression. Eighty-four percent of these people are under 30, and 42 percent are of Asian descent. More than 80 percent of them are men. SEMA research shows that a high percentage of this population is interested in finding a domestic car that can be customized. At a recent automotive aftermarket show, Ford showed three Focus-based concepts to demonstrate its seriousness about reaching this market. -Refer to the scenario. Which of the following would the type of research gathered by SEMA be classified as?

Dryel is a Procter & Gamble product that allows consumers to dry-clean their clothes in a dryer. Before launching the product, P&G researchers visited consumers' homes and watched as people sorted laundry, creating piles of darks, whites, delicates, and items that would go to the dry cleaner because the people were unsure how to clean them. What type of research was this?

James Banks, a researcher working for electronics retailer Best Buy, wanted to understand how senior citizens interacted with products in the photographic department. For example, did they play with the camera before buying it? James decided to literally watch these individuals using closed circuit television. What is this type of research called?

A researcher wants to determine what percentage of the population in southern Ontario would use a mass transit system if it were well maintained. He gets telephone books from every city with over 200,000 people in the province and selects the fifteenth name in the middle column on every hundredth page as his sample. Which type of error has he made?

When marketing researchers for Mars Candy wanted to know whether consumers would recommend a new sugar-free chocolate to friends, they used a question with five possible answers ranging from "Most Likely" to "Least Likely" and asked that the respondent choose one. This is an example of which of the following type of question?

Adidas, the athletic shoe manufacturer, wants to collect data on consumer receptivity to its newest product line extension-Adidas perfume, a perfume with a floral scent. The marketing research director has recommended using a mail panel operated by NPD Research. What can Adidas expect from a mail panel?

To save money on marketing research, a marketing manager suggests the company use the results of a survey conducted last year because similar questions were asked then. The manager is suggesting use of secondary data.

In contrast to marketing research problems, management decision problems are best described as which of the following?

Xerox was engaged in experiment research when it sent researchers to workplaces to watch people while they worked.

What is the difference between primary and secondary data? List two advantages and two disadvantages of using each type of data.

The Know-All research agency was conducting a poll to understand what type of movies Canadians enjoyed. What kind of sample was the agency using?

The quality of secondary data should never be questioned.

The Sobeys grocery chain compared what products were being purchased with when these products were being purchased. What permitted Sobeys to compare and relate the responses to these two questions?