Unformatted text preview: h. A large insurance company is willing to sponsor a meeting of the
nation’s largest organic growers, pesticide producers, and retailers of organic foods if there is an
interest in a cooperative effort to improve customers’ perception of eating healthy. What type of
survey technique would be most appropriate for determining if there is any real interest in such a
Cyber focus groups
Mall intercept interviews
Since this is a topic where the respondent should be a product user as opposed to a consumer,
executive interviews are the most appropriate.
KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 60. A _____ is a form of personal interviewing that uses a group of seven to ten people who have
been recruited because of certain desired consumer characteristics.
passive people meter
primary data group c.
e. cross-tab set
focus group ANS: E
This is the definition of a focus group.
KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 61. British Columbia’s Sun-Rype Products wanted to find out if Canadians were having trouble
getting their required servings of fruits and vegetables each day. Marketers conducted focus
groups, a type of _____, which revealed that participants were having particular trouble getting
their required servings of vegetables.
A focus group is a type of personal interviewing in which seven to ten people participate in a
group discussion led by a moderator.
KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 62. Your supervisor has instructed you to conduct a marketing research effort that will determine how
your company’s business customer demographics have changed. You have also been instructed to
use primary data. You will:
gather data from Standard & Poor’s General
develop a mail survey to study your primary
employ studies done by the Federal Trade
make sure you locate Internet information by
using a search engine
ask the National Industrial Conference Board
for its latest study
Primary data can be obtained through the use of mail surveys. Other methods describe the use of
KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 63. Levi Strauss recently introduced its new Totally Slimming jeans. The idea for the jeans came
from a group session conducted last August in which a group of moms made it clear they were
tired of low-rise styles. Instead, they wanted jeans that were comfortable while covering up
problem areas and that showed off their figures. Levi’s used this _____ data as the basis for
designing this new line o...
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- Fall '13
- Marketing, AACSB Reflective, CB&E Model Strategy, CB&E Model