Marketing Final Exam

Study experiential study marketing audit observation

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Unformatted text preview: in-store interviews d. telephone surveys e. focus group interviews ANS: A Observation research focuses on what people do, not on their attitudes and feelings. PTS: 1 REF: 146 Thinking KEY: CB&E Model Research 80. Mystery shoppers engage in a form of: a. b. c. d. e. OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Analysis mall intercept study experiential study marketing audit observation research market audit ANS: D This form of observation research is an example of people watching people or an activity. PTS: 1 REF: 146 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Comprehension 81. First Southern Community Bank has long tried to differentiate itself as “your friendly, hometown bank.” However, the bank president has been concerned about a number of recent customer service complaints. Which of the following approaches would probably be best to get a feel for how friendly her employees really are to customers? a. Employee focus group interview b. Mail questionnaire of a sample of current customers c. Mystery shopper d. Experiential research e. An Internet-based community study ANS: C Mystery shoppers are researchers posing as customers who gather observational data about a store. PTS: 1 REF: 146 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 82. _____ research is the study of human behavior in its natural context, involving observation of behavior and physical setting. a. Ethnographic b. Action-based c. Experiment d. Survey e. Visualization ANS: A This is the definition of ethnographic research. PTS: 1 REF: 147 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 83. Kimberly-Clark has outfitted consumers with mini video cameras mounted to visors to watch consumers doing chores and shopping. Using this research approach, known as _____ research, Kimberly-Clark learned that mothers had trouble using Huggies Baby Wash to bathe their infants. The problem was that the women liked to keep one hand on their infant at all times while the Baby Wash bottle required two hands to open dispense. a. ethnographic b. dichotomous c. experiment d. survey e. open-ended ANS: A Ethnography, which is a form of observation research, is the study of human behavior in its natural context. PTS: 1 REF: 147 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 84. A(n) _____ is characterized by the researcher altering one or more variables—such as price or package design––while observing the effects of those alterations on another variable (usually sales). a. observation research project b. research problem c. experiment d. sampling frame e. correlation of facts study ANS: C An experiment is a method a researcher can use to gather primary data and entails the researchers altering one or more variables while observing the effects of those alterations on another variable. PTS: 1 REF: 147-148 Thinking KEY: CB&...
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This document was uploaded on 09/29/2013.

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