Question 1

Why would a personal interview be favored over a mail or telephone survey?

Accepted Answer

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Question 2

Cadbury wants to know why sales of its new dark chocolate product is soaring in one country but not in another. After extensive research, Cadbury believes the answer lies in demographic and cultural differences among the populations. It conducts in-depth research that asks consumers in each country about their ages, occupations, eating habits, as well as how often they purchase its chocolate bars. It uses statistical analysis and predictive tools to come up with strong conclusions. Although Cadbury is fairly certain about its research, it realizes that it is still limited in providing evidence to definitively link demographic and cultural differences to being the cause of why sales differ so significantly among the two countries. Cadbury has most likely conducted _________________ research.

Accepted Answer

Cadbury has conducted descriptive research because it is trying to understand the characteristics of the consumers in each country and their behavior towards the new dark chocolate product. The research is based on asking questions about demographics, eating habits, and purchase behavior, and using statistical analysis to draw conclusions. Descriptive research is used to describe and analyze characteristics of a population or phenomenon. It is different from exploratory research, which is used to explore and generate insights about a topic, and experimental research, which involves manipulating variables to establish cause and effect relationships. Focus group and observational research are other types of exploratory research.

Question 3

The marketing department at Kroger is using software to measure and interpret the effectiveness of a new promotional campaign it launched on sustainable seafood. It wants to evaluate the return on investment of the campaign and make changes to the campaign if needed. Which tool is Kroger most likely using?

Accepted Answer

Marketing analytics is a tool that helps in measuring and interpreting the effectiveness of marketing campaigns. It can provide insights into the return on investment of a campaign and recommend changes if needed. Therefore, Kroger is most likely using marketing analytics to evaluate the effectiveness of its sustainable seafood promotional campaign. Statistical analysis, databases, marketing decision support system, and single-source data can also contribute to marketing analytics, but they are not the primary tool for measuring and interpreting the effectiveness of a marketing campaign.

Question 4

Discuss the role of the marketing information system in helping marketing managers make better decisions.

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Question 5

Compare the advantages and disadvantages of the two types of collecting a sample.

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Question 6

Explain the conditions that would favor an exploratory study over a conclusive study.

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Question 7

Tiffany works at a cosmetics firm. Her firm wants to conduct a survey to get feedback from respondents across the United States. The cosmetics firm does not want to spend a great deal of money, but it did authorize Tiffany to include a small incentive as a way to increase the survey response rate. The survey it plans to send out assures consumers that their answers will remain anonymous. What type of survey is the cosmetics firm most likely to use?

Accepted Answer

A mail survey is the most cost-effective method of surveying geographically dispersed populations. Anonymity can be maintained, and a small incentive such as a discount coupon can be included to increase response rates.

Question 8

Strategic planning requires ________________ to facilitate the process of assessing opportunities or threats from competitors.

Accepted Answer

Strategic planning involves analyzing various factors, including competition. Marketing research provides valuable insights into the strategies and actions of competitors, allowing companies to identify opportunities and threats in the market. Internet surveys, marketing analytics, international marketing, and consumer data may also be useful in the planning process, but they are not specifically focused on assessing competition.

Question 9

In the past, personal selling has garnered a reputation as being too aggressive. You would like to test whether these perceptions have changed after the implementation of ethical principles for the personal selling industry. To start off your research, you would like to ask ten consumers in a group setting a set of questions about their views of personal selling. This is an example of

Accepted Answer

This is an example of a focus group, where a group of individuals are asked a set of questions in a group setting to gather qualitative data on their perceptions and attitudes towards a certain topic or product. This method allows for in-depth exploration of the participants' thoughts and opinions, which can provide valuable insights for further research or marketing strategies.

Question 10

What pitfalls should a marketing researcher avoid in preparing a report for a company executive? Why?

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Question 11

You are being quizzed on your knowledge of marketing. A question on the quiz asks, "What is the ultimate goal of marketing research for a firm?" Which of the following is the best answer to this question?

Accepted Answer

The ultimate goal of marketing research for a firm is to improve organizational performance. This can be achieved through various means such as identifying the needs and wants of customers, analyzing market trends, and assessing the effectiveness of marketing strategies. By improving organizational performance, a firm can increase profits, expand its customer base, and ultimately achieve long-term success. The other choices (B, C, D, and E) are important objectives of marketing research, but they are not the ultimate goal.

Question 12

Warby Parker wants to conduct a survey on consumers who wear glasses. It wants to give every person who wears glasses in the United States an equal chance of being chosen for the survey. First, though, it needs to separate those who wear glasses from those who do not. What type of sampling should Warby Parker use?

Accepted Answer

Stratified sampling is the correct choice because it involves dividing the population into subgroups (strata) based on a specific characteristic—in this case, whether or not they wear glasses—and then taking a sample from each subgroup. This ensures that both groups (glasses wearers and non-wearers) are represented, and then the company can focus on the subgroup of interest (those who wear glasses) for its survey.

Question 13

American Express is an international financial services company that provides credit cards that are typically associated with individuals who travel on business and utilize their cards for purchases at restaurants, travel services (e.g., transportation, hotel), or other purchases. American Express makes extensive use of purchase information to aid in management and marketing decisions as well as in their marketing efforts to enhance the number of businesses that accept payment by the American Express Card. American Express leverages their information about consumers by analyzing the charging history of credit card members, website traffic, and information gleaned through the use of "cookies" and monitoring of social media, such as Twitter, Facebook, Instagram, and Pinterest. American Express believes data provides significant insights for their company. What type of information does American Express utilize?

Accepted Answer

American Express utilizes big data, which includes analyzing the charging history of credit card members, website traffic, and information gleaned through the use of "cookies" and monitoring of social media, such as Twitter, Facebook, Instagram, and Pinterest.

Question 14

Old El Paso salsa believes that sales are increasing because consumers see salsa as a healthier alternative to more traditional dips and sauces. The company develops a research study to test this hypothesis. It designs an online survey and sends it to its customers to find out their reasons for purchasing salsa. Old El Paso is engaging in _____________ research.

Accepted Answer

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Question 15

Compare reliability and validity. Why are they important considerations in marketing research?

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Question 16

Compare and contrast the response rates of the four basic survey methods. Are there methods to increase any of these response rates?

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Question 17

Why is it essential that a questionnaire be carefully designed and prepared? What problems can arise when a survey has not been well thought out?

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Question 18

Thomas has been a marketing manager at Albertson's for several years. Recently Albertson's adopted a new type of software that is able to collect information from a variety of sources and look for unique trends that would not normally be observable using other marketing research methods. The information revealed the surprising insight that a certain age group of people buys more organic food than others. Thomas was surprised at this revelation because he had thought just the opposite. This new system allowed Thomas to make use of _________ and interpret it to yield unique insights he could use in future marketing campaigns.

Accepted Answer

The description of the software being able to collect information from a variety of sources and reveal unique trends that would not normally be observable using other marketing research methods indicates that the system is utilizing big data.

Question 19

A few months ago, Central Market adopted a new brand of organic cheese. However, sales have been lower than expected. Central Market decides to survey some of its customers at its stores to try and understand this issue. It set up demonstrations in several stores and asked consumers to try samples of its organic cheese product. It then asked them how they liked the cheese. The majority of respondents indicated they were very satisfied with the cheese's flavor. This occurred in trial after trial. Central Market is confused. Satisfaction with the cheese is positive, yet sales continued to remain low. They ask you, a marketing consultant, why you think this is. You reply that while the tests had strong ___________, they did not have strong ____________. You recommend that Central Market survey customers on their purchase intentions rather than their satisfaction with the product's taste.

Accepted Answer

reliability; validity

Question 20

Jamie had invested a significant amount of resources into advertising a new product. She used tools and methods to measure and interpret the effectiveness of the campaign on customer sales. Jamie used ___________ to evaluate her firm's return on investment. She then made adjustments based on her findings.

Accepted Answer

Marketing analytics is the use of data and tools to measure and interpret the effectiveness of marketing campaigns. Jamie used this approach to evaluate her firm's return on investment (ROI) by measuring the impact of advertising on customer sales. Based on her findings, she made adjustments to her marketing strategy to improve ROI. Big data, databases, marketing decision support systems, and single-source data are also tools that can be used for analyzing marketing data, but they are not as relevant to Jamie's situation as marketing analytics.

Quiz 4: Marketing Research and Information Systems