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Exam 9: Marketing Research

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Question 21

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Cloyd's Supermarket,a popular retail store,sells a variety of products.In order to know if they should improve their services,they send out questionnaires to their frequent customers.The questionnaire requires the customers to explain what they like best about shopping at Cloyd's and what new products or services they expect from Cloyd's.These questions are an example of _____ questions.​

A) rhetorical
B) ​open-ended
C) ​scaled-response
D) dichotomous

E) None of the above
F) All of the above

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Question 22

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To initiate a customer relationship management cycle,a company must focus on__________.

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collecting detailed ...

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Question 23

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Gerrard,the manager of a company,decides to conduct a survey on the motivation level of its employees.He lists out all 5,000 employees and picks 1,000 employees who can be contacted easily and are close to him.In this case,the type of sample used is a__________sample.

The publisher of a business magazine wants to make several major changes in the magazine's content and format.Which of the following will enable the publisher to understand the changes that will most likely be welcomed by its readers?

Internet surveys are labor-intensive in nature and incur training,telecommunications,and management costs.

Which of the following is a criticism of online panels?

How does marketing research help managers make decisions?

Explain some of the program attributes included in the Maritz Marketing Research Loyalty Report.How are these attributes used by managers who design customer loyalty programs?

Vaikel Inc. ,an automobile manufacturing company,conducts a survey to find out people's opinion about its latest car,Vaikel 6.0,and their level of satisfaction with it.It requests a few people who recently purchased Vaikel 6.0 to participate in the survey and asks them to log on to a certain Web site at a given time.After they log on to the site,an online moderator runs a discussion about the car and allows the participants to respond.In this case,Vaikel uses a(n) _____ for conducting a survey.​

Zilo Toys Inc. ,a toy manufacturing company,believes that the longer customers spend in deciding what to purchase,the less likely they are to purchase more items.In order to determine the average time customers spend in purchasing toys from their stores,the company employs Tim to watch customers as they discuss what toys to buy.He then reports his findings to the management.In this scenario,Tim is engaged in _____.​

Competitive intelligence specifies how and when data will be gathered,what data is relevant,and how the data will be analyzed to solve a marketing research problem.

The research design for solving a particular problem contains instructions on how the results of the marketing research should be implemented and verified for effectiveness.

Which of the following is specified by the research design?

Gerrard,the manager of a company,decides to conduct a survey on the motivation level of its employees.He lists out all 5,000 employees and picks 1,000 employees who can be contacted easily and are close to him.In this case,the type of sample used is a _____ sample.​

The final step in customer relationship management (CRM)is to identify a firm's profitable and unprofitable customers.

Which of the following is true of one-way frequency counts?

Though field service firms specialize in conducting interviews on subcontracted basis,they also provide focus group facilities.

Online panel providers consist of a carefully selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation.

Marketing research helps managers gauge the perceived value of their goods and services,as well as the level of customer satisfaction.

Which of the following information should be included at the beginning of a research report?