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Exam 8: Information Gathering and Processing in Retailing

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Question 1

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Which does not represent a systematic method of research?

A) pre-testing of a survey to determine potential biases in wording
B) verifying that interviews were actually conducted with selected respondents by use of a telephone
C) use of a nonprobability sample in a legal case involving retail pricing
D) removing potential respondents, who have moved prior to a store being renovated, from a store image survey

E) None of the above
F) B) and C)

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Question 2

Multiple Choice

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Which of these is not a benefit of the use of a retail information system?

A) Opportunities can be foreseen.
B) The initial time and labor investment is low.
C) Crises can be avoided.
D) The elements of a retail strategy can be coordinated.

E) None of the above
F) C) and D)

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Question 3

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A mathematical model is constructed to explain the environment facing a retailer in which research technique?

A form of research in which present behavior or the results of past behavior are noted and recorded is ________.

A retailer has a database of past sales by season,by store,and by merchandise classification.This database is used as a guide in planning and control.The database is an example of ________.

a.Explain the components of a retail information system. b.How does a retail information system differ from marketing research in retailing?

Sources of internal secondary data include budgets,sales figures,inventory records,and prior company research.

Disguised surveys are typically used to study consumer ________.

A retailer wishes to determine how many of its salespeople cross-sell related items.The optimal methodology should utilize ________.

The Universal Product Code (UPC) system allows a retailer to ________.

The information needs of retail managers are anticipated,collected,organized,and stored on a continuous basis in ________.

A shopping center developer seeks to determine the average turnover of cars in the shopping center.The developer is concerned about whether he or she should impose a parking fee.A sample of cars is monitored in terms of entry and exit times.Which primary research technique was used?

Experiments can take place only in contrived settings.

A small movie theater plans to build a coffee and snack bar that features espresso based on the success of a much larger competitor that features six screens.This strategy represents ________.

In a nondisguised survey,a respondent is told the ________.

In a simulation,only the factor under investigation is manipulated; all other factors remain constant.

The major distinction between primary and secondary data is that primary data are ________.

Develop a semantic differential scale to determine Starbuck's retail image.

Retail information systems can be used by small and large retailers for customer,location,and promotional research purposes.

Micromarketing is an application of data mining.