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Exam 5: Managing Marketing Information

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Question 31

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List the activities in the research design process and the key question each asks.

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Question 32

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A major problem for most managers today is not having enough information.

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Question 33

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J.Sanchez is the marketing manager for Really Big Corporation and she is facing the marketing research problem of declining sales among her target market.She is unclear as to why the sales are dropping and wants a better understanding of what she should be looking for to solve this problem.The best type of research to perform at this time would be _________.

You are the marketing manager for XYZ Corporation, and have hired a marketing research firm.Together, you and the researchers decide that you need data from current customers and non-customers who fit a specific demographic and lifestyle profile.The selection of these individuals as targets for data collection represents the ___________ research design activity.

The marketing manager for Dream Weaver Textiles reads in a trade magazine that the Federal Trade Commission is in the process of revising content labeling requirements for textiles that claim to be natural.This represents the _________ part of external forces that affect marketing decisions.

The sole proprietor of Sam's Swings is interested in gaining a better understanding of his current customers in terms of certain demographic and lifestyle characteristics so he may better serve their needs.He decides that conducting ______ research will give him the information he needs.

XYZ Nutritional Supplements is conducting an online focus group to learn more about the nutritional habits of senior citizens and the underlying causes of these behaviors.They are having problems because many of the members of their target market do not own computers or are not savvy enough to understand how to access the focus group.This is an example of the _________ problem that companies who use online focus groups face.

Why should firms consider the natural world when making marketing decisions?

A manufacturer of food products is looking at entering several new markets in developing countries.Before they do this, they want to collect data on item and flavor preferences in these markets.They send out a survey that has been accurately translated into the local language, but they still receive inconsistent results.In talking with a consulting firm, they are informed that several of these countries have extremely high illiteracy rates and the survey answers may just be random guesses by the respondents.This shows the _______ problem that can occur when collecting primary data in global markets.

Why are marketing managers concerned with competition when making marketing decisions? Give an example.

Formal marketing information systems provide quality information that can guide _______ decisions.

Secondary data was collected for some other purpose than the problem currently being considered, but has relevance to the current problem.

An in-depth interview is an unstructured conversation with an individual who was specifically selected, often because he or she has a specific demographic attribute.

The marketing management team for Brand X Foods hired a research firm to collect preference data from consumers in several former Soviet Bloc countries.However, the researchers struggled to get this data, especially from older citizens who were afraid that the information would be used against them, as it had been when they were under a Communist government.This shows the _______ problem that can occur when collecting primary data in global markets.

How can political/legal trends influence marketing decisions? Give an example.

In primary data collection one important decision is determining the information content.Why is this so important and what considerations should be taken during this part of the process?

The marketing managers of Brand Z Shoes have a clearly defined their research problem as "If we increase our promotions expenditures by what percent will it increase sales?" They have also decided that they need primary data to answer this question; _______ research would be the best approach to collecting this primary data.

John Smith is the CEO of Really Big Corporation and Joe Jones is his sales manager.John requires monthly total sales projections while Joe needs weekly sales figures across product lines.This demonstrates the importance of _____________ in a marketing information system.

The marketing managers of Sean's Smoothies need to conduct some exploratory research to help them develop a survey for some descriptive research in the future.The best data collection technique for this research would be ________ because the firm has time and is worried that talking to multiple customers simultaneously may taint the results.

The CEO of Big Wheel automotive is concerned about declining sales.He has identified his research problem as the fact that his competitors are drawing away his business.He purchases access to J.D.Power's automobile rankings to learn about possible reasons for the shift in consumer purchasing.He is using _________ for secondary data about his research problem.