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Exam 4: Conducting Marketing Research

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Question 31

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Which of the following rules must be kept in mind while framing a questionnaire?

A) Use broad and loosely defined words in the questions.
B) Avoid using response bands.
C) Ensure that fixed responses overlap.
D) Frame hypothetical questions.
E) Allow for the answer "other" in fixed-response questions.

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Question 32

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As a marketing controller of a company you have been asked to develop a customer-performance scorecard for your company's toy division. List three measures you might include.

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1. Customer satisfaction: This measure c...

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Question 33

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A stakeholder-performance scorecard tracks the satisfaction with the company and its products and services among such entities as suppliers, banks, and stockholders.

Researchers usually start their investigation by examining some of the rich variety of low-cost and readily available ________ data, then collect ________ data if the needed data don't existing or are dated, inaccurate, incomplete or unreliable.

As a marketing researcher, if you plan to conduct your research using qualitative measures like brand personification, what are you likely to ask the respondents in order to elicit their impression on your brand?

A(n) ________ is a gathering of 6 to 10 people carefully selected by researchers based on certain demographic, psychographic, or other considerations and brought together to discuss various topics of interest at length.

As a marketing researcher of a firm, you plan to conduct behavioral research to develop marketing insight. What procedure would you follow in this case?

A marketing research firm has instructed its research associates to collect primary data by stopping people at a shopping mall or busy street corner and request an interview on the spot. Which contact method is being used by the researchers in this case? What probable risk may the researchers face while using this method?

A question that respondents can answer in an almost unlimited number of ways like "What is your opinion of Cracker Barrel?" is a completely unstructured question.

List the challenges faced to conduct a good focus group discussion.

In which of the following qualitative methods are subjects asked to complete an incomplete stimulus?

In which of the following types of tests is a picture presented and respondents are asked to make up a story about what they think is happening or may happen in the picture?

A dichotomous question is a question with three or more answers.

The type of open-ended question where a picture is presented and respondents are asked to make up a story about what they think is happening or may happen in the picture is word association.

Give reasons to justify that online research is versatile.

Marketing-mix modeling focuses on baseline sales or long-term effects instead of incremental growth.

Good marketing insights often form the basis of successful marketing programs.

When the marketers of a mobile phone manufacturing company want to determine the impact of individual media such as television and online display ads on sales as well as that of trade activities like every day low price, off-shelf display and so on, they usually use ________.

What is the chief advantage of using each of the following contact methods: mail questionnaire, telephone interview, and personal interview?

Aromas is a popular brand of cosmetic products. During the last quarter, the company suffered a drop in sales of some of its more popular offerings. In an attempt to find out the problem, Aromas designed an online questionnaire for its existing customers, who can fill out the questionnaire and also leave their comments and suggestions for improvement. What are the problems that Aromas is likely to face by using this method of contacting its customers?