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Exam 4: Marketing Research and Information Systems

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Question 31

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Information provided by a single firm on household demographics, consumer purchases, television viewing behavior, and responses to promotions is called ____ data.

A) single-source
B) census
C) consumer demographic
D) multi-point
E) single-point

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Question 32

Multiple Choice

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When more information is needed about a problem and the tentative hypothesis needs to be made more specific, marketers usually conduct __________ research.

A) descriptive
B) experimental
C) exploratory
D) analytical statistical
E) syndicated

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Question 33

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Marketing researchers at Millward Brown repeated a particular experiment several times and discovered that the results produced each time were nearly identical.This phenomenon would indicate that the results were:

How can companies use information technology as a competitive advantage?

The observation method of research systematically examines and records secondary data information about the physical conditions, events and overt behaviour of respondents.

A(n) ____ is a collection of information arranged for easy access and retrieval.

Information from the Australian census is collected every five years.It is commonly used as __________by a variety of government departments, agencies and companies.

Unethical behaviour in the research process is not a major problem in the reporting of research findings.

Which of the following basic survey methods is the least expensive method if there is an adequate response rate?

When a population is divided into distinct groups based on some particular characteristic and a probability sample is taken from each group, this exemplifies __________ sampling.

Computer software that aids marketing managers in decision making by helping them anticipate the effect of certain decisions is known as a:

The in-home (door-to-door) interview is an example of a focus group interview.

If a research method measures what it is supposed to measure, it is said to be reliable.

The first step in drawing conclusions from most research is to rank the data according to importance.

In the marketing information system, the means of gathering data receive less attention than the procedures for expediting the flow of information.

Marketing research is the systematic design, collection and interpretation of marketing-related data.It also reports on the insights gained from the data in order to help marketers solve specific marketing problems or take advantage of marketing opportunities.

Marketers of Jolt Cola implemented a telephone survey to determine the effectiveness of a recent advertising campaign.One of the questions the interviewer asked was, 'Have you ever heard of a cola with twice the caffeine of regular colas?' This is an example of a(n) __________ question.

The objective of sampling in marketing research is to:

The National Marketing Research Company is concerned about using surveys to conduct a marketing research project because:

If you were to choose a sample with which to study the market for preschool toys in Melbourne, the population would logically be defined as all: