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Exam 10: Marketing Research

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Question 41

Multiple Choice

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Coca-Cola's experiments using ____________ record participants' faces as they watch advertisements or prototypes,then assess how their eyes moved,when they smiled or frowned,and so on.

A) facial recognition software
B) data mining
C) social media monitoring
D) illegal surveillance methods
E) sentiment mining

F) C) and D)
G) A) and B)

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Question 42

Multiple Choice

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Charles wants to survey recent customers about the quality of service they received at his small auto service dealership.He has customers' mailing and e-mail addresses.Charles will likely use an online survey primarily because it offers

A) relatively low response rates.
B) the ability to share video with respondents.
C) the ability to ask sensitive questions with anonymity.
D) fast responses at a lower cost.
E) the opportunity to survey both existing and potential customers.

F) A) and E)
G) A) and D)

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Question 43

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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?

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 marketing researchers do to minimize consumers' privacy fears?

T'Lene is putting together a focus group to discuss students' concerns about the business curriculum.What should her focus group include?

If a cable television company had 100 million subscribers at the end of the year,and 2 million of its subscribers left its service,it would have a churn rate of

In the United States,the federal government has enacted comprehensive privacy laws for the Internet.

Marketing research includes all of the following except

What is the major advantage of primary data collection,compared to the use of secondary data?

All of the following are guidelines for developing a marketing research questionnaire except

Randall wants to do an online survey of college professors about the factors that influence their textbook selection.He would like to use a structured survey but is not sure what responses to include for each question.Randall could use __________ to help him develop his survey.

Malcolm is the campaign manager for a congressional candidate.He wants to know how voters across his district feel about recent sexual harassment scandals involving politicians.Malcolm will most likely use __________ to gather this type of data.

In questionnaire design,a question such as "Marketing is the best part of the business program,isn't it?"

George decided to open a health club.His girlfriend Lydia,a marketing manager at a small company,tried to convince him to do some marketing research,but he said,"I know what I don't like about health clubs; that's all the information I need.Besides,I can't afford an expensive research project." He opened the club in a shopping center about 15 miles from his home.Six months later,his club had very few members and he was running out of cash.List some key types of primary and secondary data George could have collected before opening his club that might have helped him be more successful,keeping in mind his limited budget.

Neuromarketing is the process of examining consumers' brain patterns to determine their responses to marketing communications,products,or services for the purpose of developing marketing tactics or strategies.

In a focus group,researchers usually videotape or audiotape the session in order to

Marketing research should be used only to produce favorable recommendations for senior management to consider.

The marketing research process follows five steps,and researchers

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

The text lists a number of major syndicated data services including Nielsen and IRI.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?