Question 1

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

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

Question 2

Characterize the structure and purpose of a focus group.

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The answer of Characterize the structure and purpose of a...

Question 3

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 best definition of the market research problem in this scenario is to determine whether offering in-flight internet service to first-class passengers would generate enough preference and profit to justify the cost compared to other potential service enhancements. Option A is too specific and focuses only on one route and pricing without considering the larger market. Option B is too general and does not address the specific research problem. Option D only considers whether the internet is important to first-class passengers, but does not address the larger question of whether offering it is financially viable for the airline. Option E is not a valid answer.

Question 4

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

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

Question 5

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

The income categories in option B do not overlap, which avoids the problem of two categories being applicable to the same respondent. In contrast, options A, C, D, and E do not relate to the issue of overlapping responses. Option A presents three mutually exclusive answers, which avoids overlapping. Option C asks for a description, not a fixed response. Option D requires a personal interpretation of a cartoon, which is subjective. Finally, option E is asking a yes/no question, again not relating to overlapping response options.

Question 6

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

The information that Sandra Perez reviewed on growth patterns in the local area and the location of florists is secondary information, as it was collected and analyzed by others rather than firsthand by Perez herself.

Question 7

What are the six steps in the marketing research process

Accepted Answer

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

Question 8

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 mentions "focus groups" as the most cost-effective and quick way to gather information on an idea. Scanners, tele-us machines, surveys, and in-store interviews are not mentioned and therefore cannot be considered the best choice.

Question 9

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.

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Question 10

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 measures the level of agreement or disagreement with a statement on a scale ranging from strongly disagree to strongly agree.

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.

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

Question 12

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

A convenience sample involves selecting individuals who are easiest to reach or contact, such as classmates, making it the most likely method used in this scenario.

Question 13

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

Accepted Answer

The question does not provide any specific direction or structure for the respondent to follow, making it completely unstructured. It allows for an open-ended response from the respondent, providing more varied and detailed responses.

Question 14

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

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

Question 15

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 characteristics or phenomena, such as consumer demand for a product or service at a specific price point.

Question 16

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

The approach described above is brand personification, where consumers assign human-like qualities or characteristics to brands. In this case, Dell is associated with a surfer, Apple with a mad scientist, and IBM with Scrooge. This approach helps in understanding the emotional connection between consumers and brands.

Question 17

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

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Question 18

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

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Question 19

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

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Question 20

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

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

Quiz 4: Conducting Marketing Research and Forecasting Demand

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

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

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

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

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.

What are the six steps in the marketing research process

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

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.

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.

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.

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.

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 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.

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

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

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

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

Quiz 4: Conducting Marketing Research and Forecasting Demand

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

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

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

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

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.

What are the six steps in the marketing research process

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

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.

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.

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.

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.

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 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.

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

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

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

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

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.