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Exam 4: Managing Marketing Information

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Question 61

Multiple Choice

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The marketing manager for Moderate-Mart is planning a new promotional campaign to the zip codes in a 3-mile radius around each of his stores.In order to be effective with this campaign he would like demographic information on these zip codes._________ would be the best secondary sources of data for this information.

A) Surveys
B) Market Research Organizations
C) Government Sources
D) The library
E) Observation

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Question 62

Multiple Choice

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The marketing manager of a large clothing retailer asks his marketing research consultant to conduct a series of studies including message assessment,content analysis and media assessment.This research is intended to help with decisions related to which element of the marketing mix?

A) Product
B) Price
C) Distribution
D) Transportation
E) Promotion

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Question 63

Multiple Choice

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While writing a customer satisfaction questionnaire,the marketing director for Brand X Bank came up with a set of questions that the customer should answer by circling a number between 1 and 7 where 1 meant that they were very dissatisfied by that aspect of their experience and 7 meant that they were very satisfied by that aspect of their experience.He is using _________ questions to collect this information.

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.

Sheila Smith,the marketing manager of Big Kid Toys,decided to collect and analyze some secondary data before engaging in primary data collection to determine the types of toys that are going to be in the biggest demand this Christmas.After only a few hours she had found several sources of information related to her problem.This demonstrates the _________ advantage of secondary data.

The marketing manager of Sid's Steel,a foundry that sells exclusively to other manufacturers wants to better understand the competition she faces.One of her best sources would be her ______ because of their access to information from suppliers and customers.

Define demographics and explain why they are useful to marketers.What specific demographic trends are of interest to marketers and why?

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

Joan Doe is a participant in an online focus group for a processed food company.However,during one of the sessions her children are acting up and,as a result,she does not give much thought to her responses.This is an example of the _________ problem that companies that use online focus groups face.

Apex Jerseys,a manufacturer of sports apparel and sporting equipment,has experienced a sharp drop in sales over the last quarter.The marketing manager has asked the research department to investigate this alarming development.The first step taken by the researchers in their investigation should be to ___________.

How do technology transformations affect marketing decisions?

Compare the two approaches to collecting primary data and when each type should be used.

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?

A marketing research firm is collecting data for a client that sells cold weather apparel.The client is interested in a promotion effectiveness study and an assessment of effectiveness of marketing mix.The client is focusing on what stage of marketing planning?

As a marketing manager you want to know whether the target market will be receptive to a new advertising campaign._________ is the best way to answer this question.

Define the two ways to collect observational data and give an example of each.

Define behavioral data,list its benefits and give examples of how to collect it.

The owner of Joe's Pool Hall found some secondary data online that measured consumer reactions to certain amenities in Bars and Nightclubs.However,Joe is concerned about how the data was collected and whom it was collected from.This represents the _________ concerns associated with secondary data.

The marketing manager for Ned's Bar and Grill notices that his typical customer is a 21-year-old male college student.He is using __________ to define his market.