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Exam 5: Marketing Research and Information Systems

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Question 51

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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

A) the faculty and staff of the University of Michigan.
B) all college-aged adults in the state of Michigan.
C) all the people who live in Ann Arbor and surrounding areas.
D) undergraduate students at the University of Michigan.
E) all students,faculty,supporters,and staff of the University of Michigan.

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Question 52

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Callsourcing refers to the process of taking tasks usually performed by a marketer or researcher and outsourcing them to a potential market through an open call.

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Question 53

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Designing research procedures that produce reliable marketing data means that

The main focus of a marketing information system is on

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

The potential advantages of traditional mail surveys are quick response and lower cost than online surveys,but this advantage has yet to be achieved.

Scenario 5.2 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 5.2.Colin developed a research design to aid his investigation.This design included a questionnaire that attempted to measure "outdoor activity preferences";however,Colin's professor said that the questionnaire measured not "outdoor activity preferences" but something else.The professor was questioning the research design's

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

Observation may be used in combination with interviewing.

When more information is needed about a problem and a tentative hypothesis needs to be made more specific,marketers usually conduct ____ research.

The two basic types of sampling that marketing researchers use are

Carlos was given the task of conducting a research project for his firm and proceeds with the following steps: he asks questions to determine the research topic,conducts a telephone survey,writes a report describing the survey results,and gives that report to his boss.Which step of the marketing research process has Carlos omitted?

Emily Dawson and seven other people were paid to get together and discuss a new product idea proposed by Johnson & Johnson.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 ________.

Research designed to verify insights through an objective procedure to help marketers to choose between several alternatives is called

Suppose that a retail store conducts a mail survey of its customers and finds that 50 percent of the customers believe store personnel are "courteous." Which benchmark or comparison would be most useful for interpreting this result?

In ____ sampling,there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.

Marketing research is a process designed to gather information

Max is the product manager for a new type of lumbar supports used in the production of office chairs.His company sells the lumbar supports to approximately 70 different chair manufacturers.The price for this new product still needs to be finalized.Max has decided to take the data recently collected in a marketing research study and apply it to different pricing scenarios in order to set the best price for his company.He will be utilizing computer software to obtain results from the various scenarios.Max is most likely using a

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

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?