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Terms in this set (25)
ABC Carpets is a small local carpet installation and service company. They are using technology to improve their sales and service. The most likely usage of marketing research for this company would be _____.
sending customers a survey after a carpet installation or service
Mr. Hatcher is part of a study to collect data about families and travel. He signs in to the online, synchronous meeting by using a code. It is probable that _____. (Select all that apply.)
there are anywhere from a few to several hundred people participating
he had to qualify to be a respondent in the study
GreenLawn Lawn Care Service sends Joyce an online survey that asks questions about her recent lawn care service and about home swimming pools. It is most likely that GreenLawn _____.
is considering starting to service swimming pools
There are large Internet databases of secondary data available for free or for a charge.
The Curtis Publishing Company's early marketing research efforts mainly had to do with _____.
people who bought automobiles
Lynn is about to take part in a one-on-one online interview. It is probable that she will be _____. (Select all that apply.)
receiving compensation for her participation
answering questions for an hour
using a microphone
The Swift Marketing Research Firm is conducting a study of how an advertisement for a hair care product affects the people who watch it. This kind of research would usually have to be conducted in person
Henry is the head of human resources at his company. He has been asked to respond to questions anytime between 9:00 a.m. and 5:00 p.m. today about employee background check software. After signing on and answering 20 questions about the software, he posts his own question and he comments on two questions posted by another respondent. It sounds as though Henry is _____. (Select all that apply.)
responding in an asynchronous way
part of an online discussion board
Marketing research companies today use computerized data analysis rather than calculating by hand mainly to _____. (Select all that apply.)
make sense of huge amounts of primary data
make sense of huge amounts of secondary data
find trends in data that may not be readily apparent
Juan is a member of a bookstore's reward program. That most likely means that each time he makes a purchase, _____. (Select all that apply.)
he adds information to a profile the company holds on him
he accumulates points toward particular discounts
Gino is adding information into his smartphone about what he ate at lunch today. The app he is using is collecting _____.
Most companies today will not rely on e-mail invitations to find people to participate in marketing research studies.
Tina receives an e-mail asking her to see if she is qualified to complete an online survey. She has completed surveys for this company before. That most likely means she _____.
may qualify for this one
William is a mystery shopper. It is most likely he got this job by _____. (Select all that apply.)
responding to an e-mail
seeing an advertisement
receiving a text on his phone
Terry has a customer loyalty card she uses whenever she shops at Marcus Pharmacy. If she is like others who have this type of card, she is fully aware that it is helping the company create a detailed profile about her.
FarmFriendly Natural Foods has a Twitter and Facebook platform. They most likely use these to _____. (Select all that apply.)
invite people to complete surveys
ask people to follow their business
gather information about customer and product satisfaction
Marketing research companies know that apps today can be used to _____. (Select all that apply.)
create logs of purchases made
keep data on daily exercise regimens
log feelings and thoughts at various times of the day
With online marketing research, the main problem with getting a probability sampling is that _____.
certain portions of the population don't have easy access to computers
Of the four businesses listed below, the likely best candidate for conducting an online marketing research study is _____. (Select all that apply.)
We Shop for You, a personal clothing shopping service looking for new clients
Just One Cupcake Company, a cupcake bakery that delivers locally and is trying out a new radio ad
One advantage online marketing research has is that an interviewer is not needed. The lack of an interviewer means that _____.
respondents may be more forthcoming with personal information
Some one-on-one interviews are conducted online.
An online marketing research survey can be expected to contain some unreliable data. That is going to be true mainly because _____.
a few respondents may enter false information jut to get the survey over with
In August, a travel agency conducts an online marketing study to find out whether their mid-winter travel packages will appeal to a wide range of people. The study is probably not accurate mainly because _____. (Select all that apply.)
elderly people may be interested but may not have a computer
there is difficulty using probability sampling with online marketing research
Open-ended questions provide more meaningful responses than close-ended questions.
A toy company wants to input from customers to decide which slogan would be most appropriate. The best way for them to do that is _____. (Select all that apply.)
conduct an online marketing survey
gather people for a panel discussion