MKTG Ch9 – Flashcard

According to the Maritz Marketing Research Loyalty Report, the attribute program values refer to:

Which role of marketing research helps address "what if" questions?Predictive

The publisher of a business magazine wants to make several major changes in the magazine's content and format. Which of the following will enable the publisher to understand the changes that will most likely be welcomed by its readers?

Which of the following is specified by the research design?

Which of the following is an advantage of primary data?

Zilo Toys Inc., a toy manufacturing company, believes that the longer customers spend in deciding what to purchase, the less likely they are to purchase more items. In order to determine the average time customers spend in purchasing toys from their stores, the company employs Tim to watch customers as they discuss what toys to buy. He then reports his findings to the management. In this scenario, Tim is engaged in _____.

Cloyd's Supermarket, a popular retail store, sells a variety of products. In order to know if they should improve their services, they send out questionnaires to their frequent customers. The questionnaire requires the customers to explain what they like best about shopping at Cloyd's and what new products or services they expect from Cloyd's. These questions are an example of _____ questions.

Unlike a marketing research problem, a management decision problem:

Which of the following is a similarity between in-home personal interviews and executive interviews?

The first step in the marketing research process is to:

Which of the following information should be included at the beginning of a research report?

Kay & Maggie's, a beauty salon, is conducting a survey to find out how satisfied its customers are with the service provided at all its outlets. For this purpose, it distributes questionnaires and conducts personal interviews with its customers. Which form of data is being collected by Kay & Maggie's?

Which of the following is true of one-way frequency counts?

Jetsetter Airlines plans to introduce special meals on their flights during holiday seasons. It begins to gather all the relevant information for implementing the plan. It uses information available in its database to determine the number of flights flown and the number of passengers who flew with them during the previous year's holiday seasons. In this case, which of the following types of data is collected by Jetsetter Airlines?

A _____ sample is a sample in which every element in the population has a known statistical likelihood of being selected.

Gerrard, the manager of a company, decides to conduct a survey on the motivation level of its employees. He lists out all 5,000 employees and picks 1,000 employees who can be contacted easily and are close to him. In this case, the type of sample used is a _____ sample.

_____ data is defined as data that has been previously collected for any purpose other than the one at hand.

What is a moderator's major role in online focus groups?

The marketing managers of Havtol Inc., a food products company, want to choose the most effective advertisement for their latest product, Havtol Potato Chips. They create an online discussion site where a chosen group of customers can express their opinion, discuss among themselves, and improvise on the concept for their advertisement. In this scenario, Havtol Inc. uses _____ to create an effective advertisement for their product.

Unlike traditional surveys, Internet surveys:

Which of the following is a criticism of online panels?

A carefully selected group of consumers who agree to participate in an ongoing online dialogue with a particular corporation is known as a(n) _____.

Vaikel Inc., an automobile manufacturing company, conducts a survey to find out people's opinion about its latest car, Vaikel 6.0, and their level of satisfaction with it. It requests a few people who recently purchased Vaikel 6.0 to participate in the survey and asks them to log on to a certain Web site at a given time. After they log on to the site, an online moderator runs a discussion about the car and allows the participants to respond. In this case, Vaikel uses a(n) _____ for conducting a survey.

Which stage in a customer relationship management cycle is characterized by the sharing of customer information to all areas of a business after it has been analyzed and transformed into useful information?

To initiate a customer relationship management cycle, a company must focus on _____.