Ch 9 MKT 351

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A _____ is a specially designed phone room used to conduct telephone interviewing.
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d. central-location telephone (CLT) facility
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A major limitation of the mall intercept interview is:
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e. the difficulty of obtaining a representative sample of the population of interest
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_____ studies collect data on two different projects using one questionnaire.
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a. Piggyback
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Your supervisor has instructed you to conduct a marketing research effort that will determine how your company’s business customer demographics have changed. You have also been instructed to use primary data. You will
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b. develop a mail survey to study your primary market
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What is the chief advantage of primary data?
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b. relevance to the problem at hand
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Community Trust Bank management decided to design a new product and promotion to appeal to small to medium-sized businesses. A researcher conducted a series of focus groups with business owners to find out more about what they wanted in bank services. With the focus groups Community Trust was collecting _____ data.
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a. primary
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The research design specifies:
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e. the research questions to be answered
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A(n) _____ is a company that acquires, catalogs, reformats, segments, and resells reports already published by marketing research firms
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c. marketing research aggregator
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Trade groups, commercial publications, and government data can be used as sources of:
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a. secondary data
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Data previously collected for purposes other than the one at hand are an important source of information as the researcher defines the problem. These data are called _____ data.
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b. secondary
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Managers must combine specific pieces of information needed to identify the marketing research problem. Their _____ is to provide insightful decision-making information.
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d. marketing research objective
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In contrast to marketing research problems, management decision problems are:
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a. action oriented
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The marketing research problem:
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a. is information oriented
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The first step in the marketing research process is to:
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e. identify and formulate the problem/opportunity to be studied
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Through marketing research, the Boston Symphony Orchestra (BSO) learned it has an older market and is not attracting younger concertgoers. It next conducted marketing research to determine if an integrated advertising campaign targeted to the younger market would be successful. In its second use of research, BSO employed _____ marketing research.
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c. predictive
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Marketing research has three functional roles. These roles are:
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c. descriptive, diagnostic, and predictive
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To help understand why sales of Keebler Sweet Spot shortbread cookies had dropped off the company used marketing research to gather factual information to help understand the problem. The gathering of factual statements is an example of marketing research in its _____ role.
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b. descriptive
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A(n) _____ is an interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions.
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d. marketing decision support system
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. _____ is the process of planning, collecting, and analyzing data relevant to marketing decision making. The results of this analysis are then communicated to management.
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d. Marketing research
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Everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans is referred to as:
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b. marketing information

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