Grewal Market Chapter 10 – Flashcards
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The first question a marketing researcher should ask when considering a research study is
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Will the research be useful?
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A restaurant chain is working to improve the quality of its food and service. It recruits customers who agree to respond to customer satisfaction surveys once every three months over the next two years, to track its progress. What kind of data is the restaurant chain collecting?
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Panel Data
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Frederica manages an upscale women's clothing store. She wants more information about her customers' general feelings about upcoming fall fashions. Frederica will most likely use __________ to gather this type of data.
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Focus Group Interviews
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Caroline needs to find information about income and age distribution in Orange County, California. The best source of secondary research of use to Caroline is likely to be
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U.S. census data.
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Every month, Dr. Combahee takes her staff to lunch and asks them to share patients' comments and concerns. Dr. Combahee uses the lunches as an informal marketing research effort intended primarily to
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help her to understand the needs of her customers
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When consumers are unable to articulate their experiences, __________ becomes particularly useful in understanding consumers' preferences.
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observation
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Zan wants to collect considerable information about the current opinions of his ten most important customers. Zan will probably use the __________ research method.
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in-depth interview
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__________ confirms insights and provides a basis for taking a course of action. Select one:
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quantitative research
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Martin has hired a market research company to bring together a small group of soft drink consumers and get feedback on the three new advertising slogans his firm is considering. The market research firm might conduct a __________ to provide the information Martin has requested.
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focus group
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The manager of a company selling cellular phones in rural U.S. markets asks you to conduct survey research into the question, "What percentage of people in Kansas live in communities of fewer than 10,000 people?" The problem with this research objective is that
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it is already known and available from the US bureau of the Census
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In a focus group, researchers usually videotape the session to Select one:
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assess both verbal and nonverbal responses
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Victor's custom auctioneering service provides online auction selling assistance. Victor plans to conduct marketing research to determine which auction site is best for his customers. His next step is to
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identify the type of data he needs to have
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Digital billboards embedded with ________ software can identify passersby and then display ads targeted to them, based on their age, gender, and attention level.
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facial recognition
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Just as marketers create value by meeting the needs and wants of consumers, market researchers create value if
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the results will be used in making management decisions
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Mattel wanted to determine whether a new toy would appeal to preschoolers, so it put six 4-year-olds in a room with several toys and waited to see which ones they played with. What form of research is this?
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observation
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Walmart is known for its efficient logistical systems. Every time consumers buy something, that purchase is recorded and sent to company headquarters, where it is used to generate reorders to vendors. In addition, customers' billions of purchases are analyzed using data mining techniques to uncover
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patterns of consumers purchasing behavior
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The marketing research process follows five steps, and researchers
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may not always go through them in the exact sequence if the situation
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A major disadvantage of primary data collection is
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takes more time to collect than secondary data and is more costly
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Paul subscribes to an Internet service that alerts him whenever other firms in his industry are quoted in the media. Paul is using this type of market research primarily to
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monitor his competitors
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What is a disadvantage of online focus groups, compared to offline focus groups?
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they usually do not permit insights based on body language
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The manager of a company selling baby products asks you to conduct research into the question, "Is life expectancy getting longer in Kuwait?" The problem with this research objective is that
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it is irrelevant to the baby products company
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Which of the following is NOT one of the guidelines for developing a market research questionnaire?
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sensitive questions should be asked first
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In questionnaire design, a question such as, "Do anti-lock braking systems reduce car accidents?" suffers from the problem of a question
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that respondents cannot easily or accurately answer.
