Chapter 3: Marketing Information Management – Flashcards

The Eli Cutter test market discussed in class probably failed because: 1. The test market was conducted in the wrong cities - cities not representative of the actual target market were used 2. Eli Cutter was positioned too close to its likely major competitor - Marlboro 3. The test market employed marketing mix elements different than those the firm intended to use if and when the product was commercialized 4. The test market was conducted at the wrong time of the year. They should have waited until Summer to avoid competing for commercial air-time with other new products that were being heavily promoted 5. None of the above suggests why Eli Cutter failed.

The first step in the marketing research process is to: 1. Gather primary data 2. Conduct an informal investigation 3. Gather secondary data 4. Define the problem or question 5. Perform a situation analysis

One of the biggest mistakes in marketing research is to: 1. Refine the problem definition. 2. Collect primary data before exhausting the information available from secondary sources. 3. Begin the search for primary data after all secondary data have been gathered. 4. Use a mail survey without first doing a focus group interviews. 5. Hire an outside agency to gather information

___________________ is a good example of a field experiment. 1. A mail survey 2. A laboratory test 3. A focus group 4. A mall intercept 5. Test marketing

If the owners of Six Flags over Georgia want to know where the amusement park's patrons are coming from, they could send an employee out to collect the state names from the license plates of cars parked in the Six Flags' parking lot. This is an example of the ___________ method of gathering marketing research. 1. Focus group 2. Experimental 3. Observation 4. Mail survey 5. Mall intercept

(T/F) One can always find highly specific and current secondary data that pertain to the research issue being investigated when conducting marketing research.

________________ are new data gathered specifically for the project at hand. Such data are not available from other existing sources. 1. Secondary data 2. Formal Data 3. Primary Data 4. Source analyses 5. Research hypotheses

A mall intercept is an example of: 1. The observation method of gathering data 2. Secondary data 3. The experimental method of gathering data 4. The survey method of gathering data 5. None of the above

A market researcher would not use _____________ as a source when gathering primary data for a marketing research project. 1. Telephone interviews 2. Government reports 3. Observation data 4. Personal interviews 5. Laboratory data

With six other small business owners, Scott was invited to a(n) ______________ where the researcher asked the group general questions about how they felt about income tax assistance software. The interview revealed that most small business owners have limited time to learn the programs and would be willing to hire an accounting service if its price was reasonable. 1. Focus Group 2. Mall intercept 3. Centralized survey method 4. Experimental method 5. Walking interview

The observation method for gathering research data is most effective for: 1. Identifying the target markets for an air refresher. 2. Deciding whether to package dog food in a green or a brown bag. 3. Proving that the ad copy for a all-natural baby food communicated effectively with its target market. 4. Determining the potential sales of a cellular phone weighing just three ounces. 5. Determining how people act while waiting in a bank line.

Why would a marketing researcher use a survey rather than some other tool to gather research data? 1. It is easy to construct questionnaires. 2. It is typically a fast way to gather information. 3. It is generally a less expensive way to gather information than searching through secondary data. 4. It is a good way to gather information first-hand about people's beliefs and attitudes. 5. All of the above describe advantages gained from the use of a survey.

___________________ is an ongoing, organized set of procedures and methods designed to generate, analyze, disseminate, store and retrieve information for use in marketing management decisions. 1. A marketing information system 2. Computerized data storage 3. A decision support system 4. Marketing research 5. Marketing intelligence

The most important characteristic of a sample that makes it possible to generalize the results of a research study to the population from which the sample was selected is that it is, on average, representative of that population. Which of the following is most likely to ensure the sample is truly representative? 1. The sample is selected at random from the population 2. The entire population is included in the sample i.e. it is really a census 3. The sample is carefully screened to ensure that it contains, proportionately, people with the same demographic profiles as encountered in the population. 4. The sample is selected quickly, even at the risk of its being non-random to ensure that opinions are 'fresh. 5. None of the above are correct

If the manufacturer of Rogaine wants know how consumers feel about the hair growth product, and also wants to reduce the potential for interviewer bias and guarantee the subject's anonymity, the company probably should use: 1. The experimental method 2. Personal interviews 3. Observation research 4. A mail survey 5. Shopping mall intercepts

(T/F) A safety report prepared by the FDA on the bacteria content of drinking water would be a source of secondary data in a marketing research study being done by a producer of bottled water.

Which method of gathering primary data is most likely to make it possible for researchers to establish cause - effect relationships? B. A Standard Test Market C. A Controlled Test Market D. A structured Focus Group E. An Internet Survey

Because the data generally can be collected quickly and inexpensively, most research projects usually start by collecting ___________ . A. Data from mail surveys B. Data from focus groups C. Data from test markets D. Secondary data from existing sources

______________ is the internet portal that links to most websites available through the Federal government. A. www.firstgov.gov B. www.usa.gov C. www.hoovers.org D. www.unt.edu E. www.whitehouse.gov