Topic marketing research process step 3 data

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Topic: Marketing Research Process Step 3--Data Collection Process 86. (p. 191) Martin has hired a market research company to bring together a small group of soft drink consumers and get feedback on the three new advertising slogans his firm is considering. The
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market research firm might conduct a(n) __________ to provide the information Martin has requested. A. industry survey B. experiment C. focus group D. observational study E. primary data mining analysis Focus groups are a good way to collect the feelings or opinions of a group of individuals when you do not need in-depth responses from each individual. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 09-04 Describe the various primary data collection techniques. Topic: Marketing Research Process Step 3--Data Collection Process 87. (p. 188) In the infamous Coke-New Coke taste test, 54 percent of consumers, using a blind taste test, preferred the New Coke formula. This is an example of a(n) __________ market research method. A. explor atory B. conclusive C. observational D. syndicated E. invalid Conclusive research is quantitative in nature, as in this case where the precise percentage of consumers preferring one option to the other was measured. AACSB: Analytic Blooms: Understand Difficulty: 3 Hard Learning Objective: 09-04 Describe the various primary data collection techniques. Topic: Marketing Research Process Step 3--Data Collection Process 88. (p. 192) Malcolm is the campaign manager for a Congressional candidate. He wants to know how voters in his district feel about recent sexual harassment scandals involving politicians. Malcolm will most likely use __________ to gather
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this type of data. A. surv eys B. observation C. experiments D. voter registration data E. census data A survey would be an efficient way to determine voters' feelings in this case. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-04 Describe the various primary data collection techniques. Topic: Marketing Research Process Step 3--Data Collection Process 89. (p. 192) When conducting a descriptive research study attempting to understand what features were most important to automobile consumers, Gary's Research Company used a(n) questionnaire containing __________ questions, with a predetermined set of response options. A. struct ured B. in-depth interview C. observational D. free-form E. unstructured A structured questionnaire consists of closed-end questions and predetermined response alternatives. AACSB: Analytic Blooms: Apply Difficulty: 2 Medium Learning Objective: 09-04 Describe the various primary data collection techniques. Topic: Marketing Research Process Step 3--Data Collection Process 90. (p. 192) Quitman had no idea how consumers would respond to a survey about marketing of a program opening up space travel to private citizens. He could use __________ to allow respondents to answer in their own words.
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