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Exam 4: Market Research

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Question 81

Multiple Choice

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A company reports on consumers' perceptions of more than 1,700 performers for companies that are interested in using a performer in their advertising. This type of report is an example of ________.

A) syndicated research
B) custom research
C) case study research
D) exploratory research
E) primary research

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Question 82

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Ideally, market research should be ________.

A) focused on primary data
B) focused on secondary data
C) done once a year
D) done once every two years
E) done in an ongoing process

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Question 83

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Which of the following is general information collected by specialized firms on a regular basis and then sold to other firms?

When Gap, Inc. was developing the concept for its chain of Old Navy stores, the company gave employees who fit the desired Old Navy customer profile $200 apiece. They set them loose on a shopping spree, and then interviewed them about what they purchased so these products would be on the Old Navy shelves when the stores opened. Gap, Inc. utilized what format of participant sampling?

A(n) ________ is an internal corporate communication network that uses Internet technology to link company departments, employees, and databases.

________ is the process of collecting, analyzing, and interpreting data about customers, competitors, and the business environment to improve marketing effectiveness.

The marketing intelligence system uses corporate espionage to gather information about competitors.

A questionnaire that asks respondents whether they "strongly agree," "somewhat agree," "somewhat disagree," or "strongly disagree" is most likely a(n) ________.

Researchers carefully design experiments with independent and dependent variables to test predicted relationships among those variables.

As part of her summer job, Martina was instructed to collect data from 10 people to determine how they felt about a number of political issues, including socialized medicine, food stamps, and educational vouchers. She asked her father, grandfather, mother, brother, two uncles, and four sorority sisters to answer the survey questions. Marina used a ________ sample.

Explain what advantages a company might see in using an intranet.

Economic and demographic data compiled by the U.S. Census Bureau are available at little or no cost. In the terms of a marketing information system, what type of data is this?

Managers of a discount retailer would use which of the following to access up-to-the-minute sales information obtained from the store's cash registers around the country in order to detect problems with products, promotions, and even the firm's distribution system?

Explain the roles of independent and dependent variables in causal research.

A market research online community is an organized collection of data that can be searched and queried to provide information about contacts, products, customers, and inventory.