8 125 Chapter 08 Improving Decisions with Marketing Information 225 p 210 215

8 125 chapter 08 improving decisions with marketing

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Chapter 08 - Improving Decisions with Marketing Information 225. (p. 210-215) With regard to getting problem-specific data: A. the observation method involves asking consumers direct questions about their observations. B. surveys distributed by e-mail are declining in popularity. C. focus group interviews are usually more representative than a set of personal interviews. D. telephone surveys are limited to short, simple questions--they don't allow the interviewer to learn what a respondent is really thinking. E. None of the above is a true statement. AACSB: Analytic Bloom's: Application Difficulty: Easy Learning Objective: 08-04 understand the role of observing; questioning; and using experimental methods in marketing research. 226. (p. 215) Information is obtained on a continuing basis from the same respondents using a: A. contributor group. B. consumer panel. C. responder group. D. consumer experiment. E. statistical package. AACSB: Analytic Bloom's: Knowledge Difficulty: Easy Learning Objective: 08-04 understand the role of observing; questioning; and using experimental methods in marketing research. 227. (p. 215) Joy Rinaldo has agreed to participate in marketing research in which she will provide information about her purchases on an ongoing basis. She is probably part of a: A. confidence interval. B. statistical package. C. contributor group. D. consumer panel. E. focus group. AACSB: Reflective thinking Bloom's: Application Difficulty: Easy Learning Objective: 08-04 understand the role of observing; questioning; and using experimental methods in marketing research. 8-126
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Chapter 08 - Improving Decisions with Marketing Information 228. (p. 215) Whenever John shops for groceries, he gives an ID card to the clerk, who scans the number. Then the scanner records every purchase— including brands, sizes, prices, and any coupons used. John is most probably a A. licensed purchaser. B. consumer panel member. C. market researcher. D. focus group leader. E. opinion leader. AACSB: Reflective thinking Bloom's: Application Difficulty: Hard Learning Objective: 08-04 understand the role of observing; questioning; and using experimental methods in marketing research. 229. (p. 216) The ______________ method is an information gathering method in which the responses of groups which are similar--except on the characteristic being tested--are compared. A. focus group B. random C. observing D. experimental E. qualitative questioning AACSB: Analytic Bloom's: Knowledge Difficulty: Easy Learning Objective: 08-04 understand the role of observing; questioning; and using experimental methods in marketing research. 230. (p. 216) When using __________, researchers compare the responses of two or more groups that are similar except on the characteristic being tested. A. response rates B. consumer panels C. experimental method D. personal interview surveys E. opinion leader analysis AACSB: Analytic Bloom's: Knowledge Difficulty: Medium Learning Objective: 08-04 understand the role of observing; questioning; and using experimental methods in marketing research.
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