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Exam 8: Marketing Research: From Information to Action

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Question 71

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The marketing manager at Popular Electronics must determine a price for a new model of portable CD player. He will use the company's information system to determine how the manufacturer's suggested retail price might affect total sales revenues. This type of analysis is called:

A) sensitivity training.
B) database training.
C) database management.
D) sensitivity analysis.

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

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Question 72

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Hot Topic is a California-based retailer that opened six Torrid plus-size-only retail stores that cater to women aged 15-30. The retailer used its information system to determine if the average floor space for Torrid should be 2,500 square feet or 1,900 Square feet. This would be an example of a(n) _ __ __ __ __ Unfairanalysis.

A) situational
B) break-even
C) sensitivity
D) 80/20

E) None of the above
F) C) and D)

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Question 73

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A marketer is offering free samples of ice cream to shoppers. After trying the sample, the marketer asks shoppers whether they would want to purchase a container. This is referred to as a(n) __ __ __ __ Unfairexperiment.

A local farmer attempts to understand if by displaying a large neon sign describing a 'two-for-one' special on pumpkins will result in an increase in sales. This farmer is undertaking what type of research?

"Why do you attend university?" is an example of which type of question?

Profiling product purchasers (e.g., the Canadian shopper at the health food store) , describing the size and characteristics of markets (e.g., the Canadian pizza restaurant market) , detailing product usage patterns (e.g., ATM usage by Canadian bank Customers) , or outlining consumer attitudes toward particular brands (e.g., Canadian Attitudes toward national, private, and generic brands) are collectively known as which type of research?

When the A.C. Nielsen Company develops television ratings using information from their people meters, it relies on data collected by:

Magazines, radio stations, and television stations almost always do ________ research to identify the characteristics of audiences.

Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30, a great deal of information was gathered to determine what types of items should be carried, the image of the store, its advertising, etc. Which of the following is an example of an open-ended question that might have been asked?

A test market for a new Kellogg's cereal is an example of a(n) :

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. This is an example of:

A general rule of thumb among marketing researchers is to use________ first and then collect________ .

The Dairy Farmers of Canada, an association representing dairy producers in the country, wanted to discover why milk consumption was declining in Canada. The marketing manager for this association decided they should first:

The following question that appears on a questionnaire, "What is your age? A. less than 20 years old, B. 20 to 40 years old, C. 40 to 60 years old, D. 60 years old or more" is most likely an example of a(n) :