Question 1

A marketing manager would like to ask a few simple questions of his or her company's target market (a population).If the manager would like to ensure that every member of that population has an equal chance of being chosen for questioning,the manager would need to select which sampling method

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Question 2

If you needed to collect primary data and were seeking to use the research instrument that is considered to be the most common method for obtaining that type of data,what type of instrument would you select

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Question 3

Define marketing research.

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Question 4

The Bledsoe Marketing Research group has been hired to administer a series of "yes/no" questions to shoppers in a local mall.If questions on a survey have only two possible answers (such as "yes/no" questions),what type of questions are these

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Question 5

Describe what might occur in an intercept interview.What are the chief disadvantages of this method of contact

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Question 6

A high market-penetration index suggests that ________.

Accepted Answer

A high market-penetration index indicates that most potential customers have already been reached, meaning there are few remaining prospects, which can increase the cost of acquiring new customers.

Question 7

Bank of America's research following baby-boomer women at home and while they shopped yielded two insights-they rounded up financial transactions because it was more convenient,and those with children found it difficult to save.In what category of research would this study fall

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Question 8

If a marketing researcher were to use careful observation,hypotheses,prediction,and testing to ensure that his or her marketing research efforts were of the highest quality,the researcher would have then used ________ characteristic of good marketing research to assist in the research effort.

Accepted Answer

The scientific method is a systematic approach to research that involves careful observation, forming hypotheses, making predictions, and then testing those predictions through experimentation or further observation. By using the scientific method, a marketing researcher can ensure that their research efforts are of the highest quality and are more likely to produce reliable and accurate results. This is an important characteristic of good marketing research.

Question 9

The text lists several creative ways that a small company can conduct marketing research without incurring the high costs often associated with a marketing research effort.List three methods that might be considered to be creative.

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Question 10

Some marketing managers view marketing research as little more than a clerical activity and treat it as such.This is a reflection of which of the barriers that must be overcome if successful marketing research is to occur

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Question 11

A marketing research firm intends to ask consumers a question that reads "Do you intend to buy a automobile within the next six months" Consumers could respond in several ways including no chance,slight possibility,fair possibility,good possibility,high possibility,and certain.Which of the following terms most accurately categorizes the type of scale that the marketing researcher will want to use in the research effort

Accepted Answer

The question is asking about the likelihood of a future purchase, which aligns with measuring purchase probability.

Question 12

Barry's company sells in a nonexpansible market.As a marketer,Barry should focus on ________.

Accepted Answer

In a nonexpansible market, the overall market size cannot be increased, so Barry should focus on improving his company's market share by attracting competitors' customers.

Question 13

If a company wants to assess the magnitude of consumers' knowledge,beliefs,preferences,and satisfaction,the company will most likely choose which of the five research approaches outlined in the text

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The answer of If a company wants to assess the...

Question 14

3M tracks the proportion of sales resulting from its recent innovations.This measurement is an example of a ________.

Accepted Answer

The measurement of sales resulting from recent innovations is a marketing metric, which is a quantitative measure used to track performance and effectiveness in marketing activities.

Question 15

Jeanine would like to own a Mercedes but is unable to afford to buy one at this time.Jeanine is part of the ________ for this product.

Accepted Answer

Jeanine would like to own a Mercedes but is currently unable to afford it. Therefore, she falls under the potential market, which refers to the individuals who have an interest in buying the product but are unable to do so currently. The available market refers to the people who can afford to buy the product, the target market is the group of customers the company is actively targeting, the projected market refers to the expected market growth, and the penetrated market is the portion of the target market who have already purchased the product.

Question 16

List the four advantages of conducting marketing research online.

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Question 17

Jason is examining a recent breakdown of his company's West Coast market.The terms in the report are somewhat confusing because there was no attached vocabulary key to assist the uninformed reader.Jason is looking for the set of consumers who are currently buying his company's products.Which of the following terms will assist him in finding the right column for his data query

Accepted Answer

The "Penetrated market" refers to the set of consumers who are currently buying the company's products.

Question 18

The main drawback to the ________ is that the interviews must be short and not too personal.

Accepted Answer

The main drawback to the telephone interview is that the interviews must be short and not too personal, as it may be difficult to establish a deep and personal connection over the phone.

Question 19

During which phase of the marketing research process will the marketing manager most likely calculate the cost of the marketing research plan

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Question 20

The most important task of a marketing researcher is to ________.

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Quiz 4: Conducting Marketing Research and Forecasting Demand