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Exam 8: Marketing Research: From Information to Action

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Question 61

Multiple Choice

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Which survey type is usually biased because those likely to respond have had especially positive or negative experiences with a given product, service, or brand?

A) personal interviews
B) focus groups
C) telephone
D) mail

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

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Question 62

Multiple Choice

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Shelly, the manager of a large grocery store, was concerned. She had received complaints from several customers who said they had been treated rudely by clerks at the store. In order to determine whether or not her clerks were indeed rude, Shelly hired a team of marketing researchers. The researchers posed as customers shopping in the store, but were actually taking notes and recording the actions of the store clerks. Later, Shelly reviewed those notes. The research notes Shelly reviewed were a form of ________ data.

A) secondary
B) primary
C) developmental
D) national

E) None of the above
F) C) and D)

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Question 63

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Give one example each of (1)a leading question, (2)two questions in one, (3)an ambiguous question, and (4)a non-mutually exclusive answer.

Each of the following is an example of external secondary data EXCEPT?

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

What kind of questions are the following? "Place an X in the space that describes your feelings about this test." Easy ____ __ __ __ __ Difficult Fair__ __ __ __ Unfair

Using data provided by the Canadian census to understand the demographics of a particular market is known as

Statistics Canada completes the census of Canada once every decade, which gives detailed information on Canadian households. This service provides:

Neuromarketing is a new market research tool that measures the brain activity when exposed to different marketing stimuli. Which of the following statements regarding neuromarketing is FALSE?

Figure 8-6 -Referring to Figure 8-6, what is represented by the block identified as 'C'?

What is the basic difference between primary and secondary data, and what are the advantages and disadvantages of each?

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?

You are the product manager for a new children's cold breakfast cereal. Its proposed brand name is Barney, named after the popular, purple dinosaur of the PBS children's television show Barney & Friends. Barney cereal is positioned as a health-oriented, fun and socially positive cereal that consists of natural whole grains and fruit-sweetened, Barney-like purple dinosaurs that provide children with more than the 100 percent recommended daily allowance of vitamins A, B, and C. To ascertain the cereal's appeal among prospective buyers, each of the following would be a primary Data collection method to help you make marketing decisions regarding the new Barney brand cereal EXCEPT:

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

Your university wants to understand how graduates are doing two years after completing their degree. They place 2000 graduates' names in a hat and randomly begin selecting names to call. This type of selection is known as:

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:

Information provided by one firm on household demographics and lifestyle, purchases, TV viewing behaviour, and responses to promotions is called:

The primary reasons for using nonprobability samples when conducting a survey include all of the following EXCEPT:

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:

All of the below are considered basic techniques of exploratory research except: