Marketing Principles Cengage Chapter 9/10 Exam Review

What does marketing research help managers with?

• Providing a single solution to all problems.

• Focusing on the quantity instead of the quality of products.

• Ensuring that secondary data does not influence their decisions.

• Improving the quality of decision making.

_____ refers to everyday devices like refrigerators, toys, lightbulbs, and hot water heaters connecting wirelessly to a network to improve their functionality.

• The Internet of Things

• The facelift trend

• Modular technology

• Share of wallet

Which of the following statements is true of Internet surveys?

• They issue standardized sets of questions instead of personalized questions.

• They make it easier to connect with people who are difficult to reach.

• They incur labor-intensive efforts like traditional survey methods.

• They are more cost intensive than phone surveys.

The process of planning, collecting, and analyzing data relevant to a marketing decision is called _____

• market segmentation

• marketing research

• brand analysis

• strategic planning

In the context of probability samples, a _____ sample is arranged in such a way that every element of the population has an equal chance of being selected as part of the sample.

• judgment

• quota

• convenience

• random

The food inspection department assigns Anderson, a researcher, the task to inspect the food and service quality at leading restaurants in the town. Every week, he visits a restaurant and pays very close attention to the quality of the food, service, and the cleanliness of the cutlery used. The restaurant staff members are unaware that he has been hired to report his experiences at the restaurant to the food inspection department. In this scenario, Anderson is a _____.

• 
  pollster

• competitive intelligence gatherer

• cause-related marketer

• mystery shopper

_____ consist of an integrated questionnaire designer, server, database, and data delivery program designed for use by nonprogrammers.

• Web survey systems

• Online survey panels

• Online focus groups

• Web community programs

Mirange Flyer Airlines decides to conduct a research study on the satisfaction levels of its customers. It opts for an Internet survey method. It first locates a group of customers as participants for the study and asks them to log on to a specific website at a particular time. Once the participants log on to the website at the given time, an online moderator types in questions such as, "When was the last time you flew with us?" and "How would you rate our customer service?" The participants are then allowed to respond to these questions. This scenario exemplifies the use of _____.

• web research programs

• online focus groups

• online feedback panels

• web survey systems

The management of CranCos Inc., a food and beverage manufacturer, decides to change the company's logo. For this purpose, it creates a website where customers can discuss and share their ideas. It chooses a group of loyal customers to send in their opinions on what colors should be used for the logo. In this scenario, CranCos Inc. is using a(n) _____ to conduct its survey.

• offline survey system

• virtual panel provider

• web community

• online focus group

_____ is the process of researching brain patterns and measuring certain physiological responses to marketing stimuli.

• Neuromarketing

• Anticipatory coping

• A cross-tabulation

• An ethnography shop-along