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Exam 8: Marketing Research: From Information to Action

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Question 41

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Watch was a teen publication given out free to high school students, but the publication was unable to deliver the response rates to coupons or sample offers that its advertisers expected. After defining the problem, its publisher developed a formal research plan, gathered information from teen focus groups, analyzed the findings, and replaced Watch magazine with Fuel for boys and Verve for girls. How would a Marketer describe the publisher's action?

A) The approach it took was too complicated and costly to provide an effective solution to the problem.
B) It took a systematic approach to marketing research.
C) Why fix something that is not broken? The magazine was still attracting some advertisers.
D) It made a big deal out of a small decline - a few copy changes would have been enough.

E) B) and C)
F) A) and D)

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Question 42

Multiple Choice

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DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to deal with claims. It wants to introduce its product into new markets, but before it does so, it wants to have a prediction of how successful its sales efforts will be. One of the first things researchers did was to invite in a group of eight people with insurance to talk about home and auto insurance. Their Conversation was recorded and later analyzed to determine if there were any differences between customers from different countries. This was an example of a(n) :

A) focus group.
B) research variable.
C) mechanical observation.
D) experiment.

E) B) and D)
F) A) and C)

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Question 43

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Which survey is most expensive because of the interviewer's time and travel expenses?

When compared with telephone and mail surveys, which of the following is NOT a characteristic of individual interview surveys?

A catalogue retailer might determine that customers who purchased silver frames would also have a high probability of buying vintage hat pins. As a result, its sales representatives are instructed to offer a special price on hat pins when a customer places an order for a silver frame. This outcome is likely only possible because the retailer engaged in:

An observational approach to discover subtle emotional reactions as consumers encounter products in their "natural use environments" is referred to as:

"I want to question recent graduates about their transportation preferences. See if you can find some graduates still living in town." The marketing researcher is using:

"Do you smoke? Answer either Yes or No even if it is only on rare occasions that you do smoke" is an example of which type of question?

The following question that appears on a questionnaire, "Did you serve any healthy, nutritious meals last week?" is most likely an example of a(n) :

What is the difference between a semantic differential scale and a Likert scale?

Cribs 'R Us is a leading provider of baby cribs and seats to parents in Canada. They are considering making some design changes to baby cribs because they recognize that most parents eventually pass on their old crib to relatives who have new children. They asked four parents and their corresponding relatives, who engaged in this 'hand-me-down' activity, to the head office to discuss what would they want to see in a new crib edition, one specifically focused for those that hand cribs down to their Relatives. Cribs 'R Us is engaging in what type of activity?

When a marketing manager begins asking "what if" questions to determine how changes in a factor like price or advertising affect marketing results like sales or profits, she is performing a(n) _ __ __ __ __ Unfairanalysis.

Consumers that have taken a survey approved by the Marketing Research and Intelligence Association (MRIA) have certain rights. These rights have been developed into what is called the Charter of Respondent Rights. All of the following are rights to the respondent except:

The Prince Edward Island Tourism Board wanted to understand why there was such a large increase in visitors to PEI last year. They conducted preliminary research with visitors to get some ideas. After that, they ran a new ad campaign for several weeks, which asked interested viewers to call a 1-800 number for more information. They Carefully tracked the number of calls to this number. This is an example of ________ Research, followed up by _ ________ research.

The National Health Interview Survey is conducted annually by the Centers for Disease Control and Prevention. By examining information gathered from sampling, it was able to announce that 14.1 percent of all Americans lacked health care insurance In 2001. A health care organization doing research on patient non-payment would refer to this information as ________data.

An observational approach to discover subtle emotional reactions as consumers encounter products in their "natural use environment" describes the following research approach:

According to research conducted by Canadian cultural anthropologists, Canadians place a high importance on personal relationships. This leads them to be extremely reluctant to buy through an impersonal medium like a telephone. For an insurance company that was hoping to sell insurance through telemarketers, this research would be an example of:

The type of question you are answering right now is an example of a(n) ________question.

One of the reasons to choose using brain-imaging based neuromarketing tools over traditional focus groups is that:

The question, "How many meals will you eat in restaurants in the next year?" is an example of a(n) :