Marketing Research Activities Flashcard

Front

Black & Decker sends out a survey to past purchasers of its portable drill. Is this a Primary or Secondary research method?

Back

Primary

Front

An aspiring entrepreneur studies the Census of the Population to obtain information on single heads of households in Phoenix, Arizona.

Back

Secondary

Front

Jewel/Osco Supermarkets conducts a focus group interview regarding customer attitudes toward its meat department.

Back

Primary

Front

A local ACE hardware store owner purchases demographic data regarding population, housing, education, and income from CACI Marketing Systems, a business information company. Is this data considered Primary or Secondary?

Back

Secondary

Front

Taco Bell records the number of used ticket stubs turned in from a hockey game promotion tie-in. Is this a Primary or Secondary data collection?

Back

Primary

Front

What type of data collection is represented by McDonald’s giving out a free breakfast sandwich for each customer questionnaire that is turned in by March 31? Options: Primary, Secondary

Back

Primary

Front

To determine the popularity of its talk shows, a radio station has listeners complete mail diaries.

Back

Primary

Front

To determine customer satisfaction, Macy’s places a self-addressed survey card with all customer purchases.

Back

Primary

Front

When developing new toys, Mattel Inc. creates a room for observing children playing with toy prototypes.

Back

Primary

Front

An independent floral shop uses the Internet to search for commercial directories and potential suppliers. Is this a Primary or Secondary source?

Back

Secondary