Marketing Final Exam

Any real interest in such a meeting a cyber focus

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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 meeting? a. Cyber focus groups b. Executive interviews c. Mall intercept interviews d. CLT interviews e. In-home interviews ANS: B Since this is a topic where the respondent should be a product user as opposed to a consumer, executive interviews are the most appropriate. PTS: 1 REF: 144 Thinking 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. a. passive people meter b. primary data group c. d. e. cross-tab set CLT interview focus group ANS: E This is the definition of a focus group. PTS: 1 REF: 144 Thinking 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. mail survey b. mall intercept c. ethnographic research d. personal interviewing e. experiment ANS: D A focus group is a type of personal interviewing in which seven to ten people participate in a group discussion led by a moderator. PTS: 1 REF: 144 Thinking 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: a. gather data from Standard & Poor’s General Information File b. develop a mail survey to study your primary market c. employ studies done by the Federal Trade Commission d. make sure you locate Internet information by using a search engine e. ask the National Industrial Conference Board for its latest study ANS: B Primary data can be obtained through the use of mail surveys. Other methods describe the use of secondary data. PTS: 1 REF: 144 Thinking 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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This document was uploaded on 09/29/2013.

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