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Exam 8: Marketing Research: From Information to Action

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Question 1

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Impiric is an integrated marketing solutions company.Whenever a client comes to it wondering why a product was not welcomed by its target audience or why customers have stopped buying another product,Impiric always suggests the marketing research process begins with:

A) determining the target market.
B) deciding how much time and money the client is willing to spend.
C) defining the problem.
D) defining the alternatives and uncertainties.

E) All of the above
F) A) and B)

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Question 2

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Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30,a great deal of information was gathered to determine what types of items should be carried,the image of the store,its advertising,etc.Which of the following is an example of an open-ended question that might have been asked?

A) Do you wear a size 14 or larger dress?
B) How old are you?
C) Would you shop at a store that only sold plus-size clothing?
D) What is your self-image?

E) B) and D)
F) B) and C)

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Question 3

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Two important advantages of secondary data are:

Starbucks has decided to ask every customer that looks like they are a coffee addict if they would be interested in pre-ordering and pre-paying for their drink before they arrived at the store,so they did not have to wait in line.The decision to choose every third customer is an example of:

Compared to traditional market research,using social media research is:

Because marketers cannot control all the conditions in the field,they sometimes conduct a different kind of experiment known as a:

The Toronto Blue Jays professional baseball team wanted to develop creative ways to boost sagging attendance at their ball games.The Jays hired a moderator who,after every home game during the month of July,led informal discussions with groups of six to ten fans to find out what they did and did not like about the baseball team.The discussions were tape recorded and videotaped so that researchers could review the data at a later date and in more detail.What are such informal research discussions called?

Blackberry is considering entering the television industry,and Ken,in the marketing department,conducts some basic research to get an initial understanding of the industry.Which type of research is Ken conducting?

As a new market researcher,you spend numerous hours every day using Excel to try to understand patterns that are not apparent on first glance.You are engaged in:

Someone making the statement,"Before we begin this project,we'll have to hire someone to interview people to find out how many people in a 50-mile radius could use our service,what their average income is,and what their occupations are." is preparing to:

According to research conducted by Canadian cultural anthropologists,Canadians place a high importance on personal relationships.This leads them to be extremely reluctant to buy through an impersonal medium like a telephone.For an insurance company that was hoping to sell insurance through telemarketers,this research would be an example of:

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to deal with claims.It wants to introduce its product into new markets,but before it does so,it wants to have a prediction of how successful its sales efforts will be.One of the first things researchers did was to invite in a group of eight people with insurance to talk about home and auto insurance.Their conversation was recorded and later analyzed to determine if there were any differences between customers from different countries.This was an example of a(n) :

What is the difference between a semantic differential scale and a Likert scale?

Joe Carson,the owner of Carson Sailboats,is concerned about slumping sales.Sales so far this year are 40 percent below last year's sales.Joe is concerned.He starts doing some research on the Internet to see if there are any trends he can identify to explain the slump.He then talks to several other people in the industry to get their opinions.Joe is conducting _______ research.

The makers of Samsung smartphones conduct a search in Twitter using the keyword 'iPhone' in order to understand what individuals are saying.Samsung is conducting which activity?

Compared with _____ data,two disadvantages of _____ data are that the latter is usually far more time consuming and more expensive to collect.

A test market for a new Kellogg's cereal is an example of a(n) :

Canada's military ran informal sessions in cities across Canada to find out what images should appear in the Army's next recruitment campaign.These groups of eight or nine individuals aged 18-24 responded to questions posed by a group leader regarding their opinions on reality in military ads.This is an example of a:

What is a panel? How is it used in marketing research? What disadvantage is associated with its use?

When conducting marketing experiments,the dependent variable can often describe any of the following EXCEPT: