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Exam 4: Marketing Research and Information Systems

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Question 71

Multiple Choice

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Marketing research is best defined as

A) the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of market opportunities.
B) a framework for the day-to-day management and structuring of information gathered by marketers.
C) the use of tools and methods to measure and interpret the effectiveness of a firm's marketing activities.
D) the collecting of data from secondary sources and internal documents.
E) an intuitive process for making decisions based on personal knowledge and experience to take advantage of market opportunities.

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Question 72

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The manager of ProduceBuddy is interested in asking consumers what they think about the store's new layout and expanded produce selection. If the manager would like to obtain a high response rate and have the study conducted as quickly as possible, which data collection method would you recommend?

A) Mail survey
B) Direct observation of consumers in the store
C) Telephone survey
D) Focus-group interview
E) Shopping mall intercept interview

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Question 73

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All of the following are steps in the marketing research process except

You are watching an episode of a new game show that tests contestants' knowledge by giving them phrases they must respond to with a question. The following marketing-related phrase comes up in the bonus round of the game: "It's an informed guess or assumption about a problem or set of circumstances. It is based on all the insight and knowledge available about the problem or circumstances from research studies and other sources." The contestant's response should be

Mei thinks she will be able to get the highest quality of responses concerning the product features most sought by consumers through personal interviews. She decides to conduct her interviews at ____ because this is a common location for personal interviews today.

Having recording biases and collecting only descriptive information are two of the primary drawbacks to

Marketing analytics can help marketers identify how to develop better-targeted marketing campaigns.

Which step in the marketing research process involves the use of data analysis and statistical techniques to help draw conclusions?

According to the text, ____ interpretation focuses on what is typical or what deviates from the average.

The marketing department at Kroger is using software to measure and interpret the effectiveness of a new promotional campaign it launched on sustainable seafood. It wants to evaluate the return on investment of the campaign and make changes to the campaign if needed. Which tool is Kroger most likely using?

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

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

When Pepsi 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 which of the following kinds of questions?

When researchers divide the population of interest in a study into groups and then arbitrarily choose participants from each group, they are using

How can companies use information technology as a competitive advantage?

Why would a personal interview be favored over a mail or telephone survey?

Old El Paso salsa believes that sales are increasing because consumers see salsa as a healthier alternative to more traditional dips and sauces. The company develops a research study to test this hypothesis. It designs an online survey and sends it to its customers to find out their reasons for purchasing salsa. Old El Paso is engaging in _____________ research.

In reporting marketing research findings, the researcher should

The four fundamental survey methods used to obtain data in marketing research are telephone surveys, mail surveys, online surveys, and personal interviews.

A hypothesis is a fact about the problem or topic under investigation.