Question 1

During which phase of the marketing research process will the marketing manager most likely calculate the cost of the marketing research plan and how would he/she determine the maximum that should be spent on the project?

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Question 2

A Canadian high-tech start-up is considering gathering primary research on reactions to their new software product via the Internet. What are four advantages of conducting marketing research online that they could consider?

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Question 3

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 4

Nicholas Nannini sees an opportunity to conduct a telephone survey and solicit customers at the same time. Which of the seven characteristics of good marketing research should he be reminded of and why?

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Question 5

Relate the concept of market demand to the market for racquetball playing.

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Question 6

Tim Hortons wishes to collect primary data on their existing and potential customers' lunch menu preferences. If you had to recommend the research instrument that is considered to be the most flexible method for obtaining that primary data, what would it be?

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Question 7

Karmaloop, an online urban boutique, has built its reputation on its relentless tracking of trendsetters. If they sold their research results to other interested firms, what category of marketing research firm would they be labelled as?

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Question 8

List four external marketing metrics that will be useful for both the brand manager and senior management of a company like Procter and Gamble.

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Question 9

Give an account of experimental research.

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Question 10

How would you guide a marketing manager through the task of choosing a level of marketing effort through an understanding of company demand and a company sales forecast?

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Question 11

The Bledsoe Marketing Research group has been hired to administer a series of closed-ended 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 closed-ended questions are these?

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Question 12

Chapters wishes to exert annual-plan control to ensure that the company is not overspending to achieve sales goals. What key ratio should be watched closely? How are fluctuations of this ratio tracked?

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Question 13

Paul Lapointe, an independent market researcher, tells his client that is interested in the qualified available market. What group of consumers is he interested in?

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Question 14

The final step in Air Canada's research on a proposed in-flight Internet service, after reviewing the findings, is to make a decision. How could they use a marketing decision support system (MDSS) to weight the evidence?

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Question 15

Give an account of the different technological devices that have been developed to provide insight into the consumers' behavior to the researchers.

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Question 16

Describe what might occur in an intercept interview concerning favourite television programs. What are the chief disadvantages of this method of contact?

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Question 17

If a company, such as Air Canada, desires to assess the magnitude of consumers' knowledge, beliefs, preferences, and satisfaction relating to air travel, the company will most likely choose which of the five research approaches outlined in the text?

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Question 18

If a marketing research firm has decided to photograph people within the lobby of a movie theater over a two- to three-day period in order to collect useful observations, what qualitative measure approach will most likely be used to accomplish this task?

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Question 19

Robeez, an infant footwear company, wishes to measure and evaluate their actual sales in relation to the goals they set for the business quarter. If they wish to measure the relative contribution of different factors to a gap in sales performance, which sales analysis tool is most appropriate and how is it conducted?

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Question 20

Create a question and an associated scale that illustrate a purchase probability scale.

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Quiz 4: Conducting Marketing Research