Questions 23-24 are based on the following mini case:   A local crafts outlet is losing sales. Gwen, the store’s owner, has contacted a Marketing research firm for help. They have suggested a variety of activities including the following: a survey of a random sample of the store’s customers, sending a researcher to another thriving crafts outlet 100 miles away to observe practices there and write a report, subscribing to a trade journal in the craft industry for new ideas, buying a copy of the local chamber of commerce’s economic report to see if the sales loss is general to the area, conducting a focus group of local citizens. Gwen must decide which of these items would best help her and which she can afford.   The survey of the store’s customers would be an example of ________________ research.   secondary informational causal benchmarking primary

Impiric is an integrated marketing solutions company. Whenever a client comes to it wondering why a product was not welcomed by its target audience or why customers have stopped buying another product, Impiric should always suggest that the marketing research process begins with:   A. determining the target market. B. deciding how much time and money the client is willing to spend. C. defining the problem. D. defining the alternatives and uncertainties. E. developing and implementing the plan.

Information about a consumer’s household demographics and lifestyle, purchases, TV viewing behavior, and responses to promotions that are provided by one firm (as opposed to different firms providing different data, i.e., here, one firm collects all the different kinds of data from each consumer household in their sample) is called:   A. multi-source data B. marketing research data C. single-source data D. on-line data E. in-home data

Information about a consumer’s household demographics and lifestyle, purchases, TV viewing behavior, and responses to promotions that are provided by one firm (as opposed to different firms providing different data, i.e., here, one firm collects all the different kinds of data from each consumer household in their sample) is called:   A. multi-source data B. marketing research data C. single-source data D. on-line data E. in-home data

The Minnesota Twins, a professional baseball team, wanted to develop creative ways to boost sagging attendance at their ball games. The Twins hired a moderator who, after every home game during the month of July, led informal discussions with groups of 6 to 10 fans to find out what they did and did not like about the baseball team. The discussions were tape-recorded and videotaped so that researchers could review the data at a later date and in more detail. What are such informal research discussions called?   experiments secondary data focus groups research variables hypotheses tests

Bud’s Pizza Parlor is interested in having a breakdown of their customers which would tell them things like how often order pizza is delivered, their favorite toppings, the number of children per household, the number of times they eat pizza in restaurants, and many other items. The research firm which carries out this study would undoubtedly refer to it as a(n) A. lunch B. causal C. descriptive D. internal E. secondary

The assistant heard her supervisor in the supply room yell, “Call Crate & Barrel—we need another case of their coffee mugs for the conference next week.”  The supervisor was asking her assistant to make a:   A. new buy B. straight rebuy C. modified rebuy D. make-buy E. standard buy

The most common method of market segmentation is   A. benefits segmentation. B. economic segmentation. C. psychographic segmentation. D. product sampling. E. demographic segmentation.

When compared to consumer markets (B2C), the buyers in organizational (B2B) markets are   A. more in number (i.e., there are a greater number of buyers in B2B than B2C markets) B. place smaller orders (i.e., order less per transaction) C. highly rational in their decision-making process D. less complex in their decision-making process E. spend less money per transaction

The most common method of market segmentation is   A. benefits segmentation. B. economic segmentation. C. psychographic segmentation. D. product sampling. E. demographic segmentation.