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Exam 15: Marketing Research Tools

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Question 1

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Jon is training Lee, a recent graduate who joined the marketing department.Their topic of discussion is multidimensional scaling (MDS), with respect to positioning maps.Jon explains that with MDS, rather than asking customers what is important in a given product or service, MDS simply starts by asking how similar two products or services are for every pair of products or services under consideration in the mapping.Jon's explanation is consistent with current marketing practices used today.

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Precision is an advantage of primary data.

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Scanners began in __________ to help inventory management, but it quickly became obvious that the information obtained was far more valuable.

A survey should contain questions that are

Bob at Bob's Furniture is looking at a perceptual map about customers' ideas about his products.The attributes customers care most about are price and comfort.They care less about aesthetics and quality.The attributes in which Bob's products are doing worst are comfort and quality.They are doing best on price and aesthetics.Which attribute should be Bob's priority as he tries to improve?

It would be a waste of money to hire a market researcher to help with cluster analysis.

Which of the following industries uses the least B2B marketing research?

Field studies are conducted in the real world, so they are strong in __________ validity, but they tend not to be as clean in terms of __________ validity.

Strict ethical policies are followed by marketing researchers, such as keeping responses confidential.

Explain what types of information can be obtained through scanner data.

Carlos wants to know what will happen if he increases the price of his most popular brand.Which of the following options would you recommend to answer his question?

In the market research process, attempts to answer questions with secondary data should occur after you have already collected your own data.

__________ are used to understand customer perceptions of brands.

If you're not tweaking the environment but constantly monitoring it, then you're using __________ observation.

ROMI stands for referral of multidimensional information.

Positioning studies are used to get a sense of how customers view a company or brand in the marketplace.

Scanner data originated in retail grocery stores as an inventory management tool and quickly became even more valuable as a marketing tool.

Clustering techniques can process no more than two variables at the same time.

Which is NOT one of the steps in the marketing research process?

Moderators are usually paid to interpret a focus group session because they manipulated customers' responses.