SOLVED

APPLICATION QUESTIONS Multiple Choice 111. Assume that you are a marketing research director for a medium-sized manufacturing firm and you would like to engage an outside marketing research firm to conduct your field interviews. Which of the following options would be your best choice to achieve your objective? a. A syndicated-service research firm b. A custom marketing research firm c. A global research management firm d. A specialty-line marketing research firm e. A brand-management specialty research firm 112. Which of the following is the best definition of the market research problem as American Airlines conducts research to determine whether to make the in-flight Internet available to first-class passengers? a. Find out whether enough passengers aboard a B747 flying direct between Chicago and Tokyo would be willing to pay $25 for an Internet connection for American Airlines to break even in one year on the cost of offering this service. b. Find out everything you can about first-class air travelers’ needs. c. Will offering an in-flight Internet service create enough incremental preference and profit for American Airlines to justify its cost against other possible investments in service enhancements American might make? d. Is the Internet an important element of first-class air travelers’ work and home lives? e. None of the above. 113. If American Airlines seeks to quantify demand, such as how many first-class passengers would purchase in-flight Internet service at $25, the airline should conduct ________ research. a. descriptive b. exploratory c. prescriptive d. analytic e. qualitative 114. Before Sandra Perez opened her floral shop she read all she could on the industry. She also reviewed library data banks on growth patterns in the local area with particular interest in the location of florists throughout the city. This ________ assisted her in deciding where to locate her store. a. primary information b. secondary information c. guerilla marketing data d. tertiary information e. nonpersonal information 115. As one marketing executive noted, ________ are “…the most cost-effective, quickest, dirtiest way to get information in rapid time on an idea.” a. scanners b. tele-us machines c. surveys d. in-store interviews e. focus groups  Â