Question 1

As she stumbles over boxes of books in her cramped retail space, the owner of a successful independent book store has been thinking that she either needs to find a new location or expand her current space. What type of research design should she use to determine how her customers feel about the current store? Why?

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Question 2

Compare and contrast the structure and uses of exploratory research and descriptive research.

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Question 3

Explain the roles of independent and dependent variables in causal research.

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Question 4

Why would market researchers use convenience samples?

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Question 5

What is the difference in the qualitative versus quantitative approach to research?

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Question 6

An advertising agency's research division sends researchers into homes with handheld video cameras to get pictures of how and why people use products. What method of research is this advertising agency implementing? Explain your answer.

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Question 7

Explain the three factors that typically influence the quality of research results and discuss how researchers can ensure the quality of their data.

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Question 8

Why might a researcher decide to use causal research rather than descriptive research?

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Question 9

A manager in a grocery store decides to place packages of pound cake in two different locations in the store. One display of the cake also includes other bakery items. The second display of the cake is in the vegetable section of the store, placed next to the shelf full of boxes of fresh strawberries. The grocery store manager wants to learn which of the two locations will most encourage customers to buy the cake. What format of research is the store manager conducting? Explain your answer.

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Question 10

Two brothers own a hair salon. One believes they could have more business if they mailed out $5-off coupons to people living within a five-mile radius of the shop. The other brother wants to run an ad in the local shopping newspaper with a coupon for a free hot oil treatment. (The newspaper goes to everyone in the area.) What type of market research can they use to determine whose idea would be more profitable? Explain your answer.

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Question 11

Discuss the advantages of each of the main data collection methods.

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Question 12

A catalog retailer specializes in ceramic figures, paintings, books, and other decorative items related to endangered animals. The company is considering donating 10 percent of its net profit to the World Wildlife Foundation (WWF). This idea may attract more customers who like the idea of a portion of their money supporting this charity that works to save species. Provide several examples of primary and secondary data that the retailer can use in its market research investigating the possible benefits of this plan.

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Question 13

Describe the basic market research process.

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Question 14

In the market research process, it is essential for marketers to define the research problem. What does this mean?

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Question 15

Explain the common problems that international market researchers encounter.

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Quiz 4: Market Research