A major problem for most managers today is not having enough

61.

While writing a customer satisfaction survey, the marketing director for Brand X Bank created a set of questions that customers would answer by circling a number between 1 and 7. The number 1 meant that the customers were very dissatisfied by that aspect of the experience, whereas 7 meant that they were very satisfied. The director is using _________ questions to collect this information.

62.

You are the marketing manager for XYZ Corp., and have hired a market research firm. Together, you and the researchers decide that you need data from current customers and noncustomers who fit a specific demographic and lifestyle profile. The selection of these individuals as targets for data collection represents the ___________ research design activity.

63.

You run a small automotive supply business that sells to a few large retailers. You want to conduct market research to assess how the companies you sell to feel about the reorder process and your billing system. Because there are so few companies on the list of potential respondents, it would be best to collect data from a __________ of current customers.

64.

The marketing director of Bank Y decides to conduct a survey of 5,000 current customers to gather information to answer the research problem of what the bank can do to improve its services and customer satisfaction. She starts with a database of 50,000 current customers and randomly picks a name on the list to start. She then selects every tenth person as she goes down the list to receive a survey. She is using a ________ method to select the participants in this study.

65.

The manager of Big Brand Clothing wants to get a feel for what items consumers are looking for this Christmas so that he can plan his orders. He decided to gather these data by stationing employees outside the store on a particular Saturday with a list of questions to ask willing shoppers to answer as they pass by. He is using a ____ method to select respondents.

66.

Trixie's Treat Shoppe is looking to collect some data about its customers' experiences at the store. It wants to collect the data in a low-cost, timely manner. It doesn't want to worry about transcription errors but is willing to accept that some segments of the market might be underrepresented in the sample. _______ would be the best data collection method.

67.

The CEO of Big Wheel Automotive is concerned about declining sales. He has identified his research problem as the fact that his competitors are drawing away his business. He purchases access to J. D. Power's automobile rankings to learn about possible reasons for the shift in consumer purchasing. He is using _________ for secondary data about his research problem.

68.

The marketing manager is considering a new advertising campaign for Guzzle Beverages. She purchases six months of scanner data for Cruncheez Snack Foods, a company that recently ran a similar campaign. She wants to use this information to determine the campaign's effectiveness before implementing it for Guzzle. She is using _________ to research her problem and make an informed decision.

69.

You are the marketing manager for Brand X-Stream Fishing Rods. You are interested in gathering secondary data on the quality of competitor product offerings before you collect primary data on new products that your target market desires. To collect these data you use an Internet search engine to find websites with the desired information. You decide to use the information found on the Consumer Reports website rather than that found on Wikipedia. The reason for your selection of the Consumer Reports data is because it comes from a more ________ source than the data from Wikipedia.

70.

While researching the possible impact of economic conditions on a proposed new product introduction on the Internet, you find an article in Bloomberg Businessweek online that reviews how new products have fared during times of rising inflation. These secondary data were found on a(n) ________ website.