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A group of investors wants to headquarter a sporting team in a community of 100,000.


A) exponential data
B) primary data
C) data mining
D) secondary internal data
E) secondary external data

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Compare and contrast cross-sectional and longitudinal design.

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Both the cross-sectional design and the ...

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The two main types of samples used by researcher are ________.


A) probability and non-probability
B) static and dynamic
C) reliable and non-reliable
D) valid and invalid
E) longitudinal and latitudinal

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A company wants to know how many times consumers purchase a particular product.They collect information one Saturday and one Sunday from three main shopping areas.The company is using what type of descriptive research design?

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The company is using a cross-s...

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What are some sources that can be used to obtain marketing intelligence information?

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A marketing intelligence system is a met...

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Most exploratory research is ________ in nature,meaning that it is ________.


A) quantitative; statistical
B) qualitative; non-numeric
C) rigorous; totally foolproof
D) experimental; of questionable value

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Companies are increasingly using online research techniques for new product development,exploratory research and to estimate market response.

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Cross-sectional design involves the systematic collection of responses to a consumer survey instrument from one or more samples of respondents at one point in time.

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Cookies measure which websites a consumer visits and are an example of ________.


A) overt observation
B) covert observation
C) mechanical observation
D) obtrusive observation
E) personal observation

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Which of the following is a disadvantage of online questionnaires?


A) Questioning can be flexible.
B) Data collection is instantaneous.
C) There is no interviewer bias.
D) It is unclear who is responding.
E) Visuals can be used.

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Discuss the differences between case study and ethnography forms of research.How could marketers use ethnographies?

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A case study is a comprehensive examinat...

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Mercedes-Benz dealers reported that a common question from visitors to showrooms was,'May I actually sit in the car?' What marketing research 'problem' can be identified by this comment?

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Student answers may vary with this quest...

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A group of consumers fill out a survey every 6 months about their shopping patterns.


A) latitudinal tracking
B) a longitudinal design
C) a cross-sectional design
D) a hierarchical format
E) ethnographic research

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A/n ________ is an internal corporate communication network that uses internet technology to align company departments,employees,and databases.


A) network structure
B) traditional communication system
C) affiliate program
D) intranet
E) horizontal user network

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Privacy rights proponents concerned about the internet have advocated which of the following?


A) Information about a consumer should never be sold without the consumer's permission.
B) Consumers should be able to refuse to allow information collection.
C) Consumers should know how information about them will be used.
D) Consumers should be made aware of information collection.
E) All of the above

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American Express offers cardholders who purchase over $500 at specific department stores mailed discount vouchers for shoes purchased at the same stores if they use their American Express card.


A) data mining
B) scenarios
C) research designing
D) causal research
E) custom research

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Which of the following is a disadvantage of mall or shopping centre intercepts?


A) They are more expensive than mail surveys.
B) The sample may not be representative.
C) They are more expensive than phone surveys.
D) Consumers may be reluctant to answer personal questions face to face.
E) All of the above

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Data mining uses supercomputers that run sophisticated programs so that analysts can combine different databases to understand relationships among buying decisions.At times these operations are so complex that companies need to build a data warehouse simply to store the data and process it.Select one real world company.How do you feel that the company would utilise a data warehouse? Explain your answer.

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Responses from students will differ for ...

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The marketing manager wants to find out sales of each of the company's products for the past month and 12 month period and wants to compare these sales to the same periods over the past five years.How could a marketing information system assist?

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A marketing information system is a proc...

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Which of the following statements about online consumer market research is true?


A) The internet can be used to estimate market response to new products.
B) Online interviewing eliminates interviewer bias and errors in data entry.
C) Online questionnaires are an excellent way to conduct consumer research.
D) Large online research studies can be conducted inexpensively.
E) All of the above

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