Ford has been losing market share for the past two years, and Ford's senior management would like to conduct marketing research to find out why. What will be the first step to begin Ford's marketing research process?

a. research design

b. data collection

c. data analysis

d. problem formulation

What is the most important stage of the marketing research process?

a. research design

b. problem identification

c. data collection

d. data analysis

Your supervisor has instructed you to conduct a marketing research effort that will determine how your company's business customer demographics have changed. You have also been instructed to use primary data. Which of the following is a way of gathering primary data?

a. develop a mail survey to study your primary market

b. employ studies done by Industry Canada

c. gather data from Standard & Poor's General Information File

d. make sure you locate Internet information by using a search engine

Which of the following is NOT a type of observational research conducted by marketers to glean behaviours from respondents?

a. people watching phenomena

b. people watching people

c. machines watching people

d. people watching machines

The Durham Bulls are a Minor League Baseball team. The team plans to use a questionnaire to determine how its fans would feel about moving the stadium to a new location. The marketing manager is recommending an online survey, but senior management are concerned that some fans would be missed as they may not have email addresses. What are two benefits of online versus mail surveys?

a. control and response

b. cost and time

c. control and data quality

d. complex questions and use of probes

The Know-All research agency was conducting a poll to understand what type of movies Canadians enjoyed. Which kind of sample was the agency using?

a. nonprobability

b. convenience

c. probability

d. irregular

Which term refers to the methodology of sorting through data to find insights?

a. data warehousing

b. data mining

c. visualization

d. data insights

Keira is the executive director of a small regional theatre in Nova Scotia, located about 20 minutes outside of Halifax. She is working on creating the 2021 season and has decided to collect information from theatre goers as to their preferences for types of performances. She conducts a few focus groups with past attendees and then sends out a survey through SuveryMonkey to all patrons for whom she has email addresses. Keira is conducting which type of primary data collection?

a. observation and surveys

b. qualitative and quantitative

c. cluster and stratified surveys

d. focus groups and observation

The market research firm employed by eHarmony to assist in better understanding the French-Canadian market needs to create a sample plan to be approved by eHarmony management. To create the sample plan they needed the answer to which two key questions?

a. what is the size of the sample and what is the cost to conduct the research

b. what is the size of the sample and when does the research need to be presented to management

c. what is the population to be surveyed and should the sample be representative

d. who will complete the surveys and how will the final report be written