Question 1

During a recent budget cutting session, the finance manager at Eastern Shore Bank proposed eliminating the market research budget. You are the marketing director. What general arguments would you use to defend expenditures on market research?

Accepted Answer

The answer of During a recent budget cutting session, the...

Question 2

How can developing a questionnaire be part art and part science?

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The answer of How can developing a questionnaire be part...

Question 3

Why would a researcher want to change the sequence of steps in the marketing research process?

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The answer of Why would a researcher want to change...

Question 4

If your manager asked you to review invoice data for the past six months to look for any trends or changes, what kind of market research activity would you be engaged in? List and fully define the process.

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The answer of If your manager asked you to review...

Question 5

Why are more and more market researchers using web surveys?

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The answer of Why are more and more market researchers...

Question 6

With a huge influx of Hispanic consumers into his marketplace, Bill Deal, owner of Columbia Ford Motor Dealership, wants to know whether Hispanic consumers make car purchase decisions differently from his other customers. Assuming that the information does not already exist, which primary data collection method would you recommend and why?

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The answer of With a huge influx of Hispanic consumers...

Question 7

In what type of research situations would market researchers use in-depth interviews?

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The answer of In what type of research situations would...

Question 8

In 2005, a new federal law allowed consumers once-a-year free access to their credit reports. Many consumers who accessed their credit reports were surprised by the amount of information collected. What can marketers and market researchers do to minimize consumers' privacy fears?

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The answer of In 2005, a new federal law allowed...

Question 9

What kinds of internal information might be of value to a marketing researcher?

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The answer of What kinds of internal information might be...

Question 10

Thomas has just conducted a focus group for Apple Computer, asking participants their opinions regarding new features Apple is considering for its iPod players. Apple's marketing manager wants to use the results of this focus group to justify immediate product changes and new promotional strategies. As the market researcher, how would you respond?

Accepted Answer

The answer of Thomas has just conducted a focus group...

Question 11

Marketing researchers should assess the costs and benefits of conducting research as they define objectives and research needs. What are key benefits and costs?

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The answer of Marketing researchers should assess the costs and...

Question 12

Marketers often have a huge amount of information about their customers. What ethical issue should marketers include in their decisions regarding how to use this information?

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The answer of Marketers often have a huge amount of...

Question 13

If senior management already has made its decision, should market research be conducted? What questions should be considered?

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The answer of If senior management already has made its...

Question 14

The CEO of a bank in Montana approaches the marketing director, explaining that the bank is considering expanding into Wyoming. The CEO asks the marketing director to design a research project to collect demographic data about Wyoming residents by county and zip code. What is an inexpensive option for collecting this data?

Accepted Answer

The answer of The CEO of a bank in Montana...

Question 15

The text lists a number of major syndicated data services, including ACNielsen and SymphonyIRI. Obviously, these firms provide value to marketers or they would go out of business. What advantages do syndicated data services provide relative to marketers conducting primary research to address their research needs? What are the disadvantages associated with using syndicated data services?

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The answer of The text lists a number of major...

Question 16

What are some of the problems with using secondary data?

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The answer of What are some of the problems with...

Question 17

One of the disadvantages of secondary research is ______, whereas one of the disadvantages of primary research is often ________.

Accepted Answer

The main disadvantage of secondary research is potential bias because the data is collected by someone else for their own purposes and may not perfectly align with the needs of the researcher. On the other hand, the main disadvantage of primary research is often cost as it can be expensive to gather data directly from sources.

Question 18

Marketing researchers have access to a great deal of information about consumers. What kinds of pressure might be brought to bear on a marketing researcher that might cause ethical dilemmas?

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The answer of Marketing researchers have access to a great...

Question 19

What are the most important elements in the presentation of marketing research results?

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The answer of What are the most important elements in...

Question 20

Robert was extremely embarrassed. He was giving a presentation on the research findings to the senior executives of the company. The CEO of the company stopped him in the middle of the presentation and said, "This is not what I asked for or needed. This meeting is over. Reschedule the meeting when you're prepared." What do you suppose could have gone wrong, and what should Robert do?

Accepted Answer

The answer of Robert was extremely embarrassed. He was giving...

Quiz 10: Marketing Research