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Exam 2: Marketing Research: Process and Systems for Decision Making

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Question 51

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Developing new products and services, or repositioning current product or service images is a common function of _____.

A) quantitative research
B) qualitative research
C) primary data
D) secondary data

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Question 52

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Qualitative research involves researchers:

A) observing how much time consumers spend browsing different sections of a store and using their data to determine the market demand for products.
B) changing the price of a product to see its impact on the purchase of other similar products and determining whether changes in price should be made.
C) taking traffic counts at various intersections to help determine the best locations for retail stores and then deciding how many new retail stores to open.
D) interviewing a candidate about how a specific product has improved the quality of his life and then deciding whether the product needs changes or not.

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Question 53

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During the _____ stage of the research process, it should be decided whether the company will do its own research or contract with a marketing research specialist.

Which of the following is a disadvantage of secondary data?

Which of the following statements about marketing research is NOT true?

Marketing decision support systems are designed to handle information from both internal and external sources. Internal information is particularly important for:

Spark Inc., an online fashion brand, is scouting for locations to open its first brick-and-mortar store in New York. It assigns researchers to various commercial intersections in the city and asks them to make a brief study of the movement of people around these intersections. The information gathered from this research will help Spark pick the most viable location. This type of research is best classified as _____.

_____ is a syndicated data provider.

Which of the following is a type of software required by marketing information systems?

Which of the following is the final step of the research process?