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Exam 4: Marketing Research and Information Systems

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Question 61

Multiple Choice

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

A) census
B) statistical
C) internal secondary
D) external secondary
E) primary

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Question 62

Multiple Choice

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Dennis Cooper is the owner of Window Services Co, a company specializing in replacement windows, remodeling services, and siding. Dennis is interested in determining the characteristics of individuals who would be most likely to need replacement windows and interested in remodeling services, such as siding, awnings, and sunroom additions. He would like to identify characteristics of potential consumers who would be most likely to spend the most and utilize their services. This information will be quite helpful to Window Services Co as they make design changes to the store, select merchandise, create advertising messages, and determine what type of remodeling services to offer. Window Services Co would like to identify the customers based on factors such as gender, age, marital status, age of home, and discretionary income. What type of research would be most appropriate for Window Services Co to utilize?

A) Exploratory
B) Focus group
C) Experimental
D) Descriptive

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Question 63

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Marketing researchers should allow for continual evaluation of the data during the entire data collection period.

North Hills General 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 a. interpreting research findings.

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

Which of the following survey methods has the potential to offer quick response at a lower cost than traditional mail and telephone surveys?

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

Sam's Club 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 Sam's Club could test through marketing research.

Focus-group interviews are useful if the researcher is interested in observing group interaction.

Thomas has been a marketing manager at Albertson's for several years. Recently Albertson's adopted a new type of software that is able to collect information from a variety of sources and look for unique trends that would not normally be observable using other marketing research methods. The information revealed the surprising insight that a certain age group of people buys more organic food than others. Thomas was surprised at this revelation because he had thought just the opposite. This new system allowed Thomas to make use of _________ and interpret it to yield unique insights he could use in future marketing campaigns.

A research method in which a number of people are exposed to an idea or concept and the interaction of the people is observed is called a(n)

When marketing researchers consider sampling techniques, they are preparing to collect ____ data.

Sean is the marketing research manager for a company that sells skis and other sporting equipment. His company currently has a profitable brand and a good share of the traditional ski market, but would like to enter the "extreme" category of winter sports. Sean needs to obtain information about consumer attitudes of the company's current products as well as attitudes of potential customers in the "extreme" consumer market. He does not have constraints on time, but he does have a modest budget for research. Sean should probably use _____ to obtain the data about the company's current products, and _____ to obtain information about the extreme consumers' attitudes. personal interview surveys; online surveys

American Express is an international financial services company that provides credit cards that are typically associated with individuals who travel on business and utilize their cards for purchases at restaurants, travel services (e.g., transportation, hotel) , or other purchases. American Express makes extensive use of purchase information to aid in management and marketing decisions as well as in their marketing efforts to enhance the number of businesses that accept payment by the American Express Card. American Express leverages their information about consumers by analyzing the charging history of credit card members, website traffic, and information gleaned through the use of "cookies" and monitoring of social media, such as Twitter, Facebook, Instagram, and Pinterest. American Express believes data provides significant insights for their company. What type of information does American Express utilize?

The key to locating and defining problems is to probe beneath the superficial symptoms.

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

Compare and contrast the response rates of the four basic survey methods. Are there methods to increase any of these response rates?

Your company is in the final stages of deciding whether to launch a new product that you have been testing for the last six months. While the CEO of your company is very optimistic about the potential for the product, he is a skeptic by nature. He has asked you to conduct one last round of market research that will give him greater confidence in the product's prospects. Which of the following types of marketing research should you conduct to satisfy the CEO's concerns?

Which one of the following best characterizes a marketing information system (MIS) ?

The major disadvantage of a mail survey versus a telephone or personal survey is