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Exam 2: Marketing Research: Process and Systems for Decision Making

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Question 21

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In the context of market research,identify a problem that could invalidate test marketing study results.

A) Test market areas are representative of the market in general in terms of population characteristics,competition,and distribution outlets.
B) Test-market products are advertised or promoted below a profitable level for the market in general.
C) The effects of factors that influence sales,such as the sales force,season,weather conditions,competitive retaliation,shelf space,and so forth,are considered in the research.
D) The test-market period is too short to determine whether the product will be repurchased by customers.

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Question 22

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Nutricare Inc.is a leading distributor of health and beauty products in the United States.It wants to expand into the health drinks market segment.It collects data provided by the United States Department of Agriculture (USDA) to find the size of the target population.Identify the type of data Nutricare Inc.has collected in this scenario.

A) Secondary data
B) Primary data
C) A combination of primary and secondary data
D) Big Data

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Question 23

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Soy and Soup,a restaurant in the city of Uberlin,wants to open a vegan restaurant in the city of Prim.To ensure that Prim has a market for vegan food,Soy and Soup conducts research on the market.It sends out a team of researchers to conduct short interviews with the public asking a standard set of questions about the kinds of food they enjoy eating and whether they would like to eat at a restaurant that serves only vegan food.Which of the following research methods has Soy and Soup used in this scenario?

Which of the following is an example of qualitative research?

Which of the following is the final step of the research process?

Which of the following factors is most likely to invalidate test marketing study results?

The major goal of most test marketing is to:

Which step of the marketing research process involves obtaining and recording the maximal amount of useful information,subject to the constraints of time,money,and respondent privacy?

Which of the following statements about marketing research is true?

One advantage of Internet surveys is that:

In the context of market research,identify a disadvantage of using primary data for data collection.

Isabel wants to open an art gallery in a neighborhood known for its large Hispanic population.However,she is apprehensive about whether or not the people in the neighborhood will be responsive to the unconventional art she sells.To make a decision,she obtains data from the National Statistics Institute which shows the career interests of the people of the neighborhood,most of them being in creative,unconventional fields.Which of the following types of data is she using to aid her decision making?

One disadvantage of projective techniques as a data collection method is that:

Bay Shop,a consumer electronics retailer,wants to know how the shopping needs of its consumers vary according to the days of the week.For instance,consumers tend to buy expensive items over weekends and shop for necessary items-such as batteries-over the week.To obtain relevant data,the store uses the scanner data collected and stored in computer files from its checkout counters.Analysts will use equations to determine relationships between the variables.Which of the following research techniques is Bay Shop most likely using in this scenario?

Which of the following is a research method that deals with manipulating one variable and examining its impact on other variables?

GenX Techware Inc.is a manufacturer of computer monitors in the city of Osmon.Its marketing team conducts research to determine whether sales among women are likely to rise in response to the availability of brightly colored monitors.The team creates a set of written questions to be answered by a group of over 3,500 female respondents all over the city and mails these questions to respondents.Based on the data it obtains,GenX will make a decision about whether or not to launch brightly colored monitors.This scenario best exemplifies the method of _____.

Which of the following kinds of research collects data by means of a feedback form through mail,phone,or in person?

Which of the following is true of the experimental research method?

Judgment and insight are needed to draw appropriate inferences and conclusions from research results because marketing research studies:

Jeremy,the manager at Orion Department Store,has noticed fluctuations in the sales of certain products after a change in the store layout.While certain products have shown an increase in sales,the sale of other products has declined considerably.Jeremy wants to make note of the areas of the store that customers frequent and those that they avoid.He hopes to gain sufficient insight in order to create a better store layout and get sales back to normal.In this scenario,Jeremy is most likely to use the method of _____.