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Exam 17: Marketing Research

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Question 61

Multiple Choice

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First Southern Community Bank has long tried to differentiate itself as "your friendly,hometown bank." However,the bank president has been concerned about a number of recent customer service complaints.Which of the following approaches would probably be best to get a feel for how friendly her employees really are to customers?

A) Employee focus group interview
B) Mail questionnaire of a sample of current customers
C) Mystery shopper
D) Experiential research
E) An Internet-based community study

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Question 62

Multiple Choice

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Soon after the Chenault Military Museum expanded its hours and began charging a small fee to pay for the extra help needed to keep it open longer,attendance decreased.To determine why this decrease in attendance occurred,the museum staff could rely on:

A) a production audit
B) database marketing
C) marketing research
D) an internal marketing audit
E) secondary data

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Question 63

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_____ occurs when a sample somehow does not represent the target population.

Kent has gathered data concerning people's preferences for traditional breakfast foods.He has learned that 30 percent of the population prefer eggs in the morning,50 percent of the population prefer something sweet for breakfast like a doughnut,and an overwhelming 86 percent prefer food that they can eat while they drive to work.What method of analyzing the data has Kent used?

All of the following are advantages associated with online focus groups EXCEPT:

Discuss the advantages of Internet surveys.

British Columbia's Sun-Rype Products wanted to find out if Canadians were having trouble getting their required servings of fruits and vegetables each day.Marketers conducted focus groups,a type of _____,which revealed that participants were having particular trouble getting their required servings of vegetables.

University Research Study A regional state university is experiencing declining enrollments. The administration is concerned with this situation and has asked a marketing research class to conduct a research study and make recommendations. One thing the administration is interested in learning is the feasibility of offering all of their degrees online as well as through the traditional on-campus degree program. They do not know what the market potential would be for online degrees and potential students' attitudes and intentions toward getting an online degree from this university. -Refer to University Research Study.Which role of marketing research is represented if the student researchers address "what if" questions,such as examining the outcomes if all the degree programs were available online?

Data previously collected for purposes other than the one at hand are an important source of information as the researcher defines the problem.These data are called _____ data.

Representatives of the Tourism Board of Arkansas visited state welcome centers and asked visitors to the state,"What is your reason for coming to Arkansas?" This would be an example of a(n) _____ question.

Define a marketing decision support system (DSS).Name and briefly describe the four characteristics of a true DSS.

A researcher wants to determine what percentage of the population in the southeastern United States would use a mass transit system if it were well maintained.He gets telephone books from every city with over 200,000 people in those states and selects the fifteenth name in the middle column on every hundredth page as his sample.He has made a _____ error.

Which type of survey question is a closed-ended question designed to measure the intensity of a respondent's answer?

_____ lets the analyst look at the responses to one question in relation to the responses to one or more other questions.

The first step in the marketing research process is to identify and formulate the problem/opportunity.

_____ research is the study of human behavior in its natural context,involving observation of behavior and physical setting.

One advantage of an online focus group is that respondents tend to talk more freely about issues that might create inhibitions in a face-to-face group.

_____ is the creation of a large computerized file of customers' and potential customers' profiles and purchase patterns.

A marketing decision support system (DSS)is an interactive,flexible,computerized information system that bypasses information-processing specialists and gives managers access to useful information from their own desks.

The population from which a sample in a marketing research study will be drawn is referred to as the: