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Exam 4: Marketing Research and Information Systems

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Question 21

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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 waste. Apparently, Bart needs to develop a .

A) marketing research focus
B) marketing knowledge bank
C) marketing information system
D) marketing strategy
E) data-gathering system

F) None of the above
G) All of the above

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Question 22

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Emily Dawson and seven other people were hired by Encare to discuss a new product idea proposed by the firm. Researchers observed the interaction of the group. During the discussion, Emily was annoyed that Jack, another participant, seemed to "hog" the discussion and didn't give others a chance to speak. This is an example of a problem when using .

A) focus group interviews
B) group surveys
C) personal interview surveys
D) sampling teams
E) group think

F) A) and B)
G) B) and D)

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Question 23

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If Spik & Span, the maker of Rapid dishwashing liquid, wants to know what percentage of customers examines product labels before making a product selection in the grocery store, it can best gain this information through _____.

An offshoot of mail surveys, have shortcomings because the people who participate in them generally have higher incomes and education levels than the general population.

Behavior Scan, a research company, provides information on household demographics, television viewing habits, and purchases tracked with Hotline cards. This is a .

Peter, the director of marketing at Holcomb Inc., calls in Andrea, the firm's marketing research director. Peter wants a study done to assess the company's image relative to a new competitor, Levitt Labs. He has a flexible time schedule, has very little money to devote to the research, and feels that a relatively low response rate will not be a major problem. Andrea will probably recommend using a survey.

An overall plan for obtaining the information needed to address a research problem or an issue is known as .

Marketing research is best defined as:

There is some concern that marketing research has been used incorrectly by some firms. The major problem comes from because the researcher wants to obtain favorable results.

Scenario 4.1 Use the following to answer the questions. Because of the development of optical scanners and cable television, marketing researchers can now test the effectiveness of advertising more precisely. Volunteers in a minimum of six cities are offered food discounts in return for allowing marketing research firms to monitor grocery purchases and send trial commercials to their homes through cable television. The research subjects shop only at stores equipped with UPC scanners, and their purchases are identified by a special card. Respondents are also told that some of the commercials they see on cable television may differ from those seen by their neighbors. Buying patterns are then compared. For example, Kashi cereals tested a Crunchy Wheat promotion using this system. Half of the 5,000 participating homes in one city saw a commercial announcing the promotion; the other half saw a commercial that did not mention the promotion. Kashi used scanner data to evaluate the promotion's success and offered the commercials nationwide. -Refer to Scenario 4.1. Kashi's testing of the Crunchy Wheat promotion is an example of .

Online focus groups gather data from large and geographically diverse groups in a less intensive manner than focus-group interviews.

Scenario 4.2 Use the following to answer the questions. Colin Jackson recently purchased Blue Waters Adventures, a kayak and canoeing rental business near the Chatsworth River in Arizona. Blue Waters Adventures had been in operation for five years and was located in an ideal area. Even though the winters in the area can be cold, kayaking and canoeing activities are generally popular year-round. After two months of operation, it became clear why the previous owners had sold the business. While the business appeared to be ideally located, sales were extremely disappointing. -Refer to Scenario 4.2. Besides administering the questionnaire, Colin observed people who went kayaking and canoeing on the Chatsworth River, making notes about their appearances and behavior. The type of data he collected is data.

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

In general, corporate executives prefer research reports that are short, clear, and simply expressed.

In marketing research, a sample is best described as .

Marketing research can be used to test a hypothesis.

Palmetto Regional Hospital has designed an upcoming research project for determining the best methods for improving patient care. The next step the organization must take in the marketing research process is .

A research that is conducted to clarify the characteristics of certain phenomena to solve a particular problem is called a(n) research.

Kristen is the new marketing manager for the footwear division of her company and is currently planning next season's product lines. She needs to gain access to data about recent purchasing patterns in the industry, but has a limited budget and time. Which type of data would be the best choice for Kristen to use in this situation?

A firm has conducted market research and found that customer satisfaction with its product is quite high. Nonetheless, repurchase behavior is very low. The research design evidently has a problem with .