they have that the products don't address. Often video-recorded and conducted in special interviewing rooms with a one-way mirror, these groups enable marketing researchers and managers to hear and watch consumer reactions. It is not a panel of any kind because it meets only once. AACSB: 3 Learning Objective: 08-04 Discuss the uses of observations; questionnaires; panels; and experiments 130. (p. 204) A marketing research approach that uses a discussion leader to interview 6 to 10 past, present, or prospective customers is referred to as A. an in-depth (or individual) interview. B. data mining. C. a focus group. D. a focus forum. E. a small group dynamics session. Text term definition—focus groups AACSB: 3 Learning Objective: 08-04 Discuss the uses of observations; questionnaires; panels; and experiments 8-138
Chapter 08 - Marketing Research: From Customer Insights to Actions 131. (p. 205-206) Mall intercept interviews refer to A. impersonal data collection methods in strip shopping malls. B. personal interviews of consumers visiting shopping centers. C. interviews with mall management about shopper behavior. D. interviews with mall security about shoplifting. E. telephone interviews with consumers about their shopping center habits. Text term definition—mall intercept interviews AACSB: 3 Learning Objective: 08-04 Discuss the uses of observations; questionnaires; panels; and experiments 132. (p. 205-206) A disadvantage of mall intercept interviews is A. their difficulty in finding qualified interviewers to work at relatively low salaries. B. their lack of reliability due to changes in customer traffic during holidays. C. they create ill will with shoppers who are in a hurry or looking for a relaxing mall experience. D. the people selected may not be representative of the targeted consumers. E. people only participate if they think they will receive something in return, so their answers are often biased. Mall intercept interviews are personal interviews of consumers visiting shopping centers. The high cost of reaching respondents in their homes has led to a dramatic increase in the use of mall intercept interviews. These face-to-face interviews reduce the cost of personal visits to consumers in their homes while providing the flexibility to show respondents visual cues such as ads or actual product samples. A critical disadvantage of mall intercept interviews is that the people selected for the interviews may not be representative of the consumers targeted for the interviews, giving a biased result. AACSB: 3 Learning Objective: 08-04 Discuss the uses of observations; questionnaires; panels; and experiments 8-139
Chapter 08 - Marketing Research: From Customer Insights to Actions 133. (p. 206) Question 1 in the Wendy's Survey in Figure 8-5 illustrates which type of question format? Figure 8-5 A. Dichotomous B. Open-ended C. Close-ended D. Attitudinal E. Semantic differential An open-ended question allows respondents to express opinions, ideas, or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.
You've reached the end of your free preview.
Want to read all 188 pages?
- Spring '08
- Marketing, researcher, Nielsen Media Research, Role of Marketing Research