Question 1

How might survey research be a better approach than observation research when attempting to assess customer satisfaction?

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The answer of How might survey research be a better...

Question 2

Give an example of a closed-end question.

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Question 3

Sales have dropped at XYZ Corporation.Give two specific pieces of information for which the company's marketing researcher might call.

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Question 4

Scenario
Jason West, owner of A-1 Cleaning, began his enterprise in 2001.Jason's primary focus had been on office cleaning for large corporations.But in recent months Jason has seen a decline in demand for office cleaning.Surprisingly, the competitive environment appears relatively stable with no new competitors.However, Jason understands that office cleaning is a high-frequency service that is usually performed daily; therefore, competitors must be doing something to attract his customers.Building a competitive advantage seems to be the only option to offset competition.But as Jason pondered his dilemma, he realized that he needed to better understand how customers assess service quality and what they are looking for in a superior cleaning service before he could build his competitive advantage.
ason developed a research plan.First, he gathered competitor information-primarily through pamphlets, but also from a few phone calls-to find out exactly what competitors offer in their cleaning packages.In addition, Jason obtained from the area Chamber of Commerce an updated list of local corporations to which he would send a short survey.
hough the list of corporations contained 141 local company names, Jason chose to survey 75 of them.To better understand customer service expectations in both small and large corporations, Jason divided his surveys into two categories.The survey questions were designed to extract specific data from respondents with regard to service quality expectations in correlation to service frequency and price.
ason awaited the results.Though his primary focus had been on large corporations, he was flexible and would aim his efforts differently if needed.
In what way(s) did Jason's project require descriptive data?

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The answer of Scenario
Jason West, owner of A-1 Cleaning, began...

Question 5

Give two ways that a researcher should evaluate information in online databases.

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The answer of Give two ways that a researcher should...

Question 6

You want to determine whether no-smoking policies have affected employee morale in Canada in the past two decades.Are any secondary data likely available? Why?

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The answer of You want to determine whether no-smoking policies...

Question 7

A marketer of frozen dinners has decided to collect consumer feedback via a focus group interview.How might the marketer know for certain whether peas or green beans should be included with the turkey entrée?

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The answer of A marketer of frozen dinners has decided...

Question 8

You want to determine whether no-smoking policies have affected morale among young female workers in companies that employ fewer than 50 workers in northern Ontario.Are any secondary data likely available? Why?

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The answer of You want to determine whether no-smoking policies...

Question 9

Explain why it's important for both the researcher and the marketing manager to interpret the findings of market research.

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Question 10

How would you design the sample to determine whether retired people drink more coffee at McDonald's during lunch than they do during dinner? Explain.

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The answer of How would you design the sample to...

Question 11

Scenario
Jason West, owner of A-1 Cleaning, began his enterprise in 2001.Jason's primary focus had been on office cleaning for large corporations.But in recent months Jason has seen a decline in demand for office cleaning.Surprisingly, the competitive environment appears relatively stable with no new competitors.However, Jason understands that office cleaning is a high-frequency service that is usually performed daily; therefore, competitors must be doing something to attract his customers.Building a competitive advantage seems to be the only option to offset competition.But as Jason pondered his dilemma, he realized that he needed to better understand how customers assess service quality and what they are looking for in a superior cleaning service before he could build his competitive advantage.
ason developed a research plan.First, he gathered competitor information-primarily through pamphlets, but also from a few phone calls-to find out exactly what competitors offer in their cleaning packages.In addition, Jason obtained from the area Chamber of Commerce an updated list of local corporations to which he would send a short survey.
hough the list of corporations contained 141 local company names, Jason chose to survey 75 of them.To better understand customer service expectations in both small and large corporations, Jason divided his surveys into two categories.The survey questions were designed to extract specific data from respondents with regard to service quality expectations in correlation to service frequency and price.
ason awaited the results.Though his primary focus had been on large corporations, he was flexible and would aim his efforts differently if needed.
How did Jason know he needed marketing research?

Accepted Answer

The answer of Scenario
Jason West, owner of A-1 Cleaning, began...

Question 12

Scenario
Jason West, owner of A-1 Cleaning, began his enterprise in 2001.Jason's primary focus had been on office cleaning for large corporations.But in recent months Jason has seen a decline in demand for office cleaning.Surprisingly, the competitive environment appears relatively stable with no new competitors.However, Jason understands that office cleaning is a high-frequency service that is usually performed daily; therefore, competitors must be doing something to attract his customers.Building a competitive advantage seems to be the only option to offset competition.But as Jason pondered his dilemma, he realized that he needed to better understand how customers assess service quality and what they are looking for in a superior cleaning service before he could build his competitive advantage.
ason developed a research plan.First, he gathered competitor information-primarily through pamphlets, but also from a few phone calls-to find out exactly what competitors offer in their cleaning packages.In addition, Jason obtained from the area Chamber of Commerce an updated list of local corporations to which he would send a short survey.
hough the list of corporations contained 141 local company names, Jason chose to survey 75 of them.To better understand customer service expectations in both small and large corporations, Jason divided his surveys into two categories.The survey questions were designed to extract specific data from respondents with regard to service quality expectations in correlation to service frequency and price.
ason awaited the results.Though his primary focus had been on large corporations, he was flexible and would aim his efforts differently if needed.
What type(s) of marketing intelligence, if any, did Jason West use in this scenario?

Accepted Answer

The answer of Scenario
Jason West, owner of A-1 Cleaning, began...

Question 13

Scenario
Jason West, owner of A-1 Cleaning, began his enterprise in 2001.Jason's primary focus had been on office cleaning for large corporations.But in recent months Jason has seen a decline in demand for office cleaning.Surprisingly, the competitive environment appears relatively stable with no new competitors.However, Jason understands that office cleaning is a high-frequency service that is usually performed daily; therefore, competitors must be doing something to attract his customers.Building a competitive advantage seems to be the only option to offset competition.But as Jason pondered his dilemma, he realized that he needed to better understand how customers assess service quality and what they are looking for in a superior cleaning service before he could build his competitive advantage.
ason developed a research plan.First, he gathered competitor information-primarily through pamphlets, but also from a few phone calls-to find out exactly what competitors offer in their cleaning packages.In addition, Jason obtained from the area Chamber of Commerce an updated list of local corporations to which he would send a short survey.
hough the list of corporations contained 141 local company names, Jason chose to survey 75 of them.To better understand customer service expectations in both small and large corporations, Jason divided his surveys into two categories.The survey questions were designed to extract specific data from respondents with regard to service quality expectations in correlation to service frequency and price.
ason awaited the results.Though his primary focus had been on large corporations, he was flexible and would aim his efforts differently if needed.
What type(s) of secondary data did Jason collect?

Accepted Answer

The answer of Scenario
Jason West, owner of A-1 Cleaning, began...

Question 14

Why is it important for a research plan to be presented as a written proposal?

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The answer of Why is it important for a research...

Question 15

You are trying to determine whether retired people drink more coffee at your restaurant during lunch than they do during dinner.Why is observation research NOT likely going to be effective in this scenario?

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The answer of You are trying to determine whether retired...

Question 16

A researcher is collecting data in an airport.Why might a sample be most appropriate?

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The answer of A researcher is collecting data in an...

Question 17

Give an example of primary data that could effectively be collected via observation.

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The answer of Give an example of primary data that...

Question 18

Why is it difficult to obtain relevant and reliable secondary data when conducting international marketing research?

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The answer of Why is it difficult to obtain relevant...

Question 19

Scenario
Jason West, owner of A-1 Cleaning, began his enterprise in 2001.Jason's primary focus had been on office cleaning for large corporations.But in recent months Jason has seen a decline in demand for office cleaning.Surprisingly, the competitive environment appears relatively stable with no new competitors.However, Jason understands that office cleaning is a high-frequency service that is usually performed daily; therefore, competitors must be doing something to attract his customers.Building a competitive advantage seems to be the only option to offset competition.But as Jason pondered his dilemma, he realized that he needed to better understand how customers assess service quality and what they are looking for in a superior cleaning service before he could build his competitive advantage.
ason developed a research plan.First, he gathered competitor information-primarily through pamphlets, but also from a few phone calls-to find out exactly what competitors offer in their cleaning packages.In addition, Jason obtained from the area Chamber of Commerce an updated list of local corporations to which he would send a short survey.
hough the list of corporations contained 141 local company names, Jason chose to survey 75 of them.To better understand customer service expectations in both small and large corporations, Jason divided his surveys into two categories.The survey questions were designed to extract specific data from respondents with regard to service quality expectations in correlation to service frequency and price.
ason awaited the results.Though his primary focus had been on large corporations, he was flexible and would aim his efforts differently if needed.
In what way(s) did Jason's project require causal research?

Accepted Answer

The answer of Scenario
Jason West, owner of A-1 Cleaning, began...

Question 20

Why has consumer resentment toward marketing research been growing?

Accepted Answer

The answer of Why has consumer resentment toward marketing research...

Quiz 5: Managing Marketing Information to Gain Customer Insights

How might survey research be a better approach than observation research when attempting to assess customer satisfaction?

Give an example of a closed-end question.

Sales have dropped at XYZ Corporation.Give two specific pieces of information for which the company's marketing researcher might call.

Give two ways that a researcher should evaluate information in online databases.

You want to determine whether no-smoking policies have affected employee morale in Canada in the past two decades.Are any secondary data likely available? Why?

A marketer of frozen dinners has decided to collect consumer feedback via a focus group interview.How might the marketer know for certain whether peas or green beans should be included with the turkey entrée?

You want to determine whether no-smoking policies have affected morale among young female workers in companies that employ fewer than 50 workers in northern Ontario.Are any secondary data likely available? Why?

Explain why it's important for both the researcher and the marketing manager to interpret the findings of market research.

How would you design the sample to determine whether retired people drink more coffee at McDonald's during lunch than they do during dinner? Explain.

Why is it important for a research plan to be presented as a written proposal?

You are trying to determine whether retired people drink more coffee at your restaurant during lunch than they do during dinner.Why is observation research NOT likely going to be effective in this scenario?

A researcher is collecting data in an airport.Why might a sample be most appropriate?

Give an example of primary data that could effectively be collected via observation.

Why is it difficult to obtain relevant and reliable secondary data when conducting international marketing research?

Why has consumer resentment toward marketing research been growing?