Question 1

All forecasts are built on one of three information bases: what people say,what people do,or what people have done.How do market researchers collect information on each of three information bases?

Accepted Answer

The answer of All forecasts are built on one of...

Question 2

If American Airlines seeks to quantify demand,such as how many first-class passengers would purchase in-flight Internet service at $25,the airline should conduct ________ research.

Accepted Answer

Descriptive research is used to quantify and measure data. In this case, American Airlines is seeking to measure the demand for in-flight Internet service at a specific price point, which falls under the category of descriptive research. Exploratory research is used to explore new ideas and gain insights, prescriptive research is used to provide solutions, analytic research is used to analyze data, and qualitative research is used to gather open-ended responses and opinions.

Question 3

What are the six steps in the marketing research process?

Accepted Answer

The answer of What are the six steps in the...

Question 4

According to information presented in the text,what are the seven characteristics of good marketing research?

Accepted Answer

The answer of According to information presented in the text,what...

Question 5

Before Sandra Perez opened her floral shop she read all she could on the industry.She also reviewed library data banks on growth patterns in the local area with particular interest in the location of florists throughout the city.This ________ assisted her in deciding where to locate her store.

Accepted Answer

Sandra Perez's review of library data banks on growth patterns in the local area with particular interest in the location of florists throughout the city is an example of secondary information. Secondary information is data that has already been collected and exists in some form, such as in books or databases. This contrasts with primary information, which is collected through direct observation or surveys, guerilla marketing data, which is a type of unconventional marketing that relies on low-cost tactics, tertiary information, which is a further refinement of primary and secondary information, or nonpersonal information, which refers to data that is not personally identifiable.

Question 6

Explain what qualitative research is and why it might be useful to marketers.

Accepted Answer

The answer of Explain what qualitative research is and why...

Question 7

Characterize the structure and purpose of a focus group.

Accepted Answer

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Question 8

Which of the following is the best definition of the market research problem as American Airlines conducts research to determine whether to make the in-flight Internet available to first-class passengers?

Accepted Answer

The market research problem for American Airlines is to determine whether offering in-flight internet service to first-class passengers will generate enough profits to justify the cost of implementing that service. Option A provides a specific financial target, but it doesn't address the broader research problem. Option B is too broad and doesn't address whether in-flight internet would be a valuable service for first-class passengers. Option D is only a subset of the broader research problem. Option E is incorrect because there is a clear research problem that needs to be addressed.

Question 9

One of the don'ts of questionnaire construction is to ensure that fixed responses do not overlap.Which of the following is the best illustration of a problem that this "don't" might cause?

Accepted Answer

If the income question had overlapping response categories (e.g. $20,000-$30,000 and $25,000-$40,000), it would be difficult for respondents to accurately report their income, leading to unreliable data.

Question 10

As one marketing executive noted,________ are "…the most cost-effective,quickest,dirtiest way to get information in rapid time on an idea."

Accepted Answer

The quote specifically references "focus groups" as the most effective way to quickly gather information on an idea. Therefore, the best choice is E.

Question 11

In spite of the rapid growth of marketing research,many companies still fail to use it sufficiently or correctly.List and briefly discuss five reasons why this might happen.

Accepted Answer

The answer of In spite of the rapid growth of...

Question 12

One set of consumers,during a focus-group session,indicated that Dell computers reminded them of a surfer,Apple computers were equated to a mad scientist,and IBM computers to Scrooge from the Dickens's tale.Which of the following qualitative research approaches matches to the approach described above?

Accepted Answer

Brand personification is the approach used in this scenario where consumers associated the brand with a human-like character or personality. This technique helps in creating a distinct brand image and understanding how customers perceive the brand. Projective techniques involve projecting one's emotions, desires, and motivations onto a product, while visualization involves picturing oneself using a product or service. Laddering and pyramiding are techniques used in qualitative research to probe deeper into customers' motivations and decision-making processes.

Question 13

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

Accepted Answer

The answer of What is the chief advantage of using...

Question 14

The question "What is your opinion of American Airlines?" is an example of a ________ question.

Accepted Answer

The question is completely unstructured as it does not provide any specific direction or criteria for the respondent to base their answer on. It simply asks for their general opinion.

Question 15

Assume that you are a marketing research director for a medium-sized manufacturing firm and you would like to engage an outside marketing research firm to conduct your field interviews.Which of the following options would be your best choice to achieve your objective?

Accepted Answer

The answer of Assume that you are a marketing research...

Question 16

If a questionnaire says "Small college classes are better places to learn effectively: (choose)1__ Strongly disagree,2 __ Disagree,3__ Neither agree nor disagree,4__ Agree,5__ Strongly agree," the researcher would be using which of the following to discover data.

Accepted Answer

The researcher is using a Likert scale, which presents a statement and asks participants to rate their level of agreement or disagreement on a numeric scale. In this case, the scale ranges from 1 (strongly disagree) to 5 (strongly agree).

Question 17

Describe and illustrate the following question formats: dichotomous,Likert scale,word association,and Thematic Appreciation Test (TAT).

Accepted Answer

The answer of Describe and illustrate the following question formats:...

Question 18

Describe the following terms and then construct an illustration to demonstrate the relationships involved: potential market,available market,qualified available market,target market,and penetrated market.

Accepted Answer

The answer of Describe the following terms and then construct...

Question 19

Explain what a "projective technique" is and how it might be used to assist researchers in understanding consumer actions and behavior.

Accepted Answer

The answer of Explain what a "projective technique" is and...

Question 20

If you decided to interview members of your class with regard to issues relating to the university and college life,you would have selected the ________ as a means of sampling members of the total population.

Accepted Answer

The answer of If you decided to interview members of...

Quiz 4: Conducting Marketing Research and Forecasting Demand

All forecasts are built on one of three information bases: what people say,what people do,or what people have done.How do market researchers collect information on each of three information bases?

If American Airlines seeks to quantify demand,such as how many first-class passengers would purchase in-flight Internet service at $25,the airline should conduct ________ research.

What are the six steps in the marketing research process?

According to information presented in the text,what are the seven characteristics of good marketing research?

Before Sandra Perez opened her floral shop she read all she could on the industry.She also reviewed library data banks on growth patterns in the local area with particular interest in the location of florists throughout the city.This ________ assisted her in deciding where to locate her store.

Explain what qualitative research is and why it might be useful to marketers.

Characterize the structure and purpose of a focus group.

Which of the following is the best definition of the market research problem as American Airlines conducts research to determine whether to make the in-flight Internet available to first-class passengers?

One of the don'ts of questionnaire construction is to ensure that fixed responses do not overlap.Which of the following is the best illustration of a problem that this "don't" might cause?

As one marketing executive noted,________ are "…the most cost-effective,quickest,dirtiest way to get information in rapid time on an idea."

In spite of the rapid growth of marketing research,many companies still fail to use it sufficiently or correctly.List and briefly discuss five reasons why this might happen.

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

The question "What is your opinion of American Airlines?" is an example of a ________ question.

Assume that you are a marketing research director for a medium-sized manufacturing firm and you would like to engage an outside marketing research firm to conduct your field interviews.Which of the following options would be your best choice to achieve your objective?

If a questionnaire says "Small college classes are better places to learn effectively: (choose) 1 Strongly disagree,2 Disagree,3 Neither agree nor disagree,4 Agree,5__ Strongly agree," the researcher would be using which of the following to discover data.

Describe and illustrate the following question formats: dichotomous,Likert scale,word association,and Thematic Appreciation Test (TAT).

Describe the following terms and then construct an illustration to demonstrate the relationships involved: potential market,available market,qualified available market,target market,and penetrated market.

Explain what a "projective technique" is and how it might be used to assist researchers in understanding consumer actions and behavior.

If you decided to interview members of your class with regard to issues relating to the university and college life,you would have selected the ________ as a means of sampling members of the total population.

Quiz 4: Conducting Marketing Research and Forecasting Demand

All forecasts are built on one of three information bases: what people say,what people do,or what people have done.How do market researchers collect information on each of three information bases?

If American Airlines seeks to quantify demand,such as how many first-class passengers would purchase in-flight Internet service at $25,the airline should conduct ________ research.

What are the six steps in the marketing research process?

According to information presented in the text,what are the seven characteristics of good marketing research?

Before Sandra Perez opened her floral shop she read all she could on the industry.She also reviewed library data banks on growth patterns in the local area with particular interest in the location of florists throughout the city.This ________ assisted her in deciding where to locate her store.

Explain what qualitative research is and why it might be useful to marketers.

Characterize the structure and purpose of a focus group.

Which of the following is the best definition of the market research problem as American Airlines conducts research to determine whether to make the in-flight Internet available to first-class passengers?

One of the don'ts of questionnaire construction is to ensure that fixed responses do not overlap.Which of the following is the best illustration of a problem that this "don't" might cause?

As one marketing executive noted,________ are "…the most cost-effective,quickest,dirtiest way to get information in rapid time on an idea."

In spite of the rapid growth of marketing research,many companies still fail to use it sufficiently or correctly.List and briefly discuss five reasons why this might happen.

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

The question "What is your opinion of American Airlines?" is an example of a ________ question.

Assume that you are a marketing research director for a medium-sized manufacturing firm and you would like to engage an outside marketing research firm to conduct your field interviews.Which of the following options would be your best choice to achieve your objective?

If a questionnaire says "Small college classes are better places to learn effectively: (choose) 1__ Strongly disagree,2 __ Disagree,3__ Neither agree nor disagree,4__ Agree,5__ Strongly agree," the researcher would be using which of the following to discover data.

Describe and illustrate the following question formats: dichotomous,Likert scale,word association,and Thematic Appreciation Test (TAT).

Describe the following terms and then construct an illustration to demonstrate the relationships involved: potential market,available market,qualified available market,target market,and penetrated market.

Explain what a "projective technique" is and how it might be used to assist researchers in understanding consumer actions and behavior.

If you decided to interview members of your class with regard to issues relating to the university and college life,you would have selected the ________ as a means of sampling members of the total population.

If a questionnaire says "Small college classes are better places to learn effectively: (choose) 1 Strongly disagree,2 Disagree,3 Neither agree nor disagree,4 Agree,5__ Strongly agree," the researcher would be using which of the following to discover data.