MKTG ch. 9 – Flashcards

Information collected for the first time for the purpose of solving a particular problem under investigation is called _____ data.

Which of the following is a type of survey that involves interviewing businesspeople at their offices concerning individual products or services?

Low response rate is a problem commonly associated with:

Which type of error occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process?

Computer-assisted personal interviewing and computer-assisted self-interviewing are computerized techniques for conducting:

When marketing researchers for a local fitness club wanted to know consumers' intention to start a fitness program for a New Year's resolution, they used a(n) _____ with five possible answers ranging from "Most Likely" to "Least Likely" and asked that the respondent choose one. This is an example of a(n):

University Research Study A regional state university is experiencing declining enrollments. The administration is concerned with this situation and asked a marketing research class to conduct a research study and to make recommendations. One thing the administration is interested in learning is the feasibility of offering all of their degrees online as well as through the traditional on-campus degree program. They do not know what the market potential would be for online degrees and potential students' attitudes and intentions toward getting an online degree from this university. Refer to University Research Study. Which role of marketing research is represented if the student researchers address "what if" questions, such as examining the outcomes if all the degree programs were available online?

Marketing research should not be undertaken when:

Several types of analysis are common to marketing research. Which one is the simplest?

When the Boston Symphony Orchestra wanted to determine how to make classical music appeal to younger concertgoers, it hired AMN to conduct a survey. AMN is most likely an example of a:

Marketing research has three functional roles. These roles are:

Mystery shoppers engage in a form of:

Radio One is the largest U. S. radio broadcasting company targeting Black Americans today. Radio One staffers are constantly reviewing secondary information looking for any emerging trends in their target market. Potential disadvantages of this research approach include:

All of the following are examples of secondary data EXCEPT: a physical count of the number of cars passing through an intersection to determine the need for a traffic signal a census report on the number of people who are native to a community the creation of a customer database a collection of trade journal articles about the future of a particular industry a newspaper story describing the lifestyle of the average Internet user

A(n) _____ is a company that acquires, catalogs, reformats, segments, and resells reports already published by marketing research firms.

Which of the following is a type of nonprobability sample? Answers: stratified sample systematic sample cluster sample simple random sample judgment sample

A _____ error arises if the sample drawn from a population differs from the target population.

Sav-More Supermarkets Observers of the supermarket industry see no letup in the use of checkout-counter-based target marketing. Sav-More supermarkets have installed an electronic marketing system in their stores. The system allows the stores to do more direct mail promotions by combining the current Sav-More's check cashing cards with the new Sav-More's Bonus Club frequent-shopper cards. The new system uses bar-code scanners and magnetic cards issued to shoppers to track all purchases. As with most customer databases, demographic information is gathered for subsequent offers to frequent-shopper club members, and psychographic information is tracked whenever customers use the magnetic strip cards to make purchases. Generally, marketing to these consumers achieves better results than free- standing insert (FSI) coupons. Refer to Sav-More Supermarkets. The creation of a large computerized file of customers' demographic and psychographic characteristics through the new Sav-More system is called:

A _____ is a specially designed phone room used to conduct telephone interviewing.

In contrast to marketing research problems, management decision problems are: