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Exam 4: Information for Marketing Decisions

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Question 71

Multiple Choice

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When marketing researchers try to manipulate an independent variable and measure the resulting changes in a dependent variable,they are engaging in

A) surveys.
B) secondary data gathering.
C) interviews.
D) observation.
E) experimentation.

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Question 72

Multiple Choice

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If a marketing researcher is interested in observing group interaction during an informal,unstructured,and open-ended data collection process,he or she should use

A) observation.
B) a focus-group interview.
C) an on-site computer interview.
D) a shopping mall intercept interview.
E) a telephone survey.

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Question 73

Short Answer

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How is it possible to increase the response rate of a mail survey?

A research technique is said to be reliable if it produces almost identical results in successive repeated trials.

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

Marketing research is best defined as

Secondary data are data collected from inside the organization; primary data are those collected from outside the organization.

Discuss the role of the marketing information system in helping marketing managers make better decisions.

When Pepsi Max 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?

Three types of objective questions that can be designed for questionnaires are closed questions,linkage questions,and multiple-choice questions.

If the University Bookstore wanted to understand the textbook and school supplies needs on the campus of the University of Michigan,the population of study would be

Patricia Robertson is running for Congress from the Sixth District in her state.She is interested in knowing the intended choices of the voters.All the registered voters in her district would constitute the study's

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

Students from marketing research class collect data from three areas on campus.When they analyze their data the responses are very similar.The students can state they achieved which of the following?

An on-site computer interview is a variation of the shopping mall intercept interview.

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

Decreasing sales,increasing expenses,or decreasing profits

Bart's Appliance Center owner Ron Bart feels that his organization has access to a great deal of information generated both inside and outside the firm,but much of this information is presently going to waste.Apparently,Bart needs to develop a

Marketing researchers should allow for continual evaluation of the data during the entire data collection period.

Telephone surveys allow an interviewer to gain rapport with respondents and to ask probing questions.