Part B Case Study [51= 5]

COOKING OIL MINI CASE: Value Mart is a national grocery store chain that markets its own line of store-brand food products as a low-cost, high-value option for the cost-conscious consumer. Based on an evaluation of sales data from various product categories collected from scanners at check-out points, Value Mart has determined that there may be a market for a Value Mart brand cooking oil. In order to further explore customer preferences and potential marketing tactics, Value Mart has decided to conduct focus group sessions with Value Mart consumers. After conducting the focus groups, Value Mart decides to do a small-scale trial of store-brand cooking oil exclusively at its stores in the New York area to see if consumers will buy the product.

1) In the COOKING OIL MINI CASE, the Value Mart focus group research format is best described as a ________.

A) quantitative study B) motivational study C) behavioral study D) descriptive study E) qualitative study

2) In the COOKING OIL MINI CASE, the sales data collected from scanners at check-out points constitutes ________.

A) external primary data B) internal secondary data C) mechanical primary data

D) internal primary data E) external secondary data

3) In the COOKING OIL MINI CASE, the methodology used to collect sales data from check-out scanners is known as ________.

A) physiological observation B) metaphor analysis C) focus group D) mechanical observation

E) consumer profiling

4) In the COOKING OIL MINI CASE, the information collected in the Value Mart focus groups constitutes ________.

A) primary data B) commercial data C) objective data D) mechanical data E) secondary data

5) In the COOKING OIL MINI CASE, after conducting its focus group, Value Mart decides to try offering store-brand cooking oil in a limited geographical area to see how consumers will respond to the new product. This is known as ________.

A) test marketing B) surveying C) mechanical observation D) mystery shopping E) probability sampling