Marketing Final Exam

Marketing research director has recommended using a

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Unformatted text preview: terview d. Mall intercept interviews e. CLT interviews ANS: A Relatively low cost and respondent anonymity are two of the benefits of mail surveys. PTS: 1 REF: 144 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 55. A company wanted to collect data on consumers’ perceptions of its new brand. The marketing research director has recommended using a mail panel operated by Synovate. What can the company expect from a mail panel? a. A very high response rate b. The response rate will be low, as it is for all self-administered surveys c. The participants are not usually compensated for their assistance, so it will be inexpensive d. Data collection is more rapid than with telephone interviews e. The panel of consumers will meet monthly to discuss products that were sent to them to try ANS: A Mail panel members are recruited to be used as a sample several times, and response rates of 70 percent are not uncommon. PTS: 1 REF: 144 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 56. Which of the following is a type of survey that involves interviewing businesspeople at their offices concerning individual products or services? a. Place-based interviews b. CLT interviews c. Business panel surveys d. Executive interviews e. Professional interviews ANS: D This is the definition of an executive interview. PTS: 1 REF: 144 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 57. _____ require the best interviewers because they are often interviewing on topics about which they know very little. a. Mall intercept interviews b. CLT interviews c. Mail panel surveys d. Executive interviews e. Focus groups ANS: D Executive interviews are expensive and time-consuming, and the interviewers frequently must talk about topics with which they are unfamiliar. PTS: 1 REF: 144 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Comprehension 58. In which of the following situations would a marketing researcher be most likely to use executive interviews? a. A manufacturer of extruded plastic wants to determine where there are other markets for its products b. A manufacturer of frozen dinners wants to research the eating habits of its target market c. The producers of children’s programming on public television want to learn more about the viewing habits of an audience composed of 5to 12-year-old males d. A shampoo manufacturer wants to test which smells consumers perceive as relaxing and exhilarating e. An aluminum can manufacturer wants to research how people are disposing of cans ANS: A In executive interviews, businesspeople are interviewed concerning industrial products or services. PTS: 1 REF: 144 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 59. Health providers have voiced concerns about the use of pesticides and the negative effects they possibly have on our healt...
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