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Exam 7: Marketing Research: From Customer Insights to Actions

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Question 81

Multiple Choice

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__________ includes all of the computing resources that collect,store,and analyze the data that originate from a variety of sources.

A) Data mining
B) Environmental scanning
C) Computerization
D) E-marketing
E) Information technology

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Question 82

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The fourth step of the marketing research approach is to

A) develop findings.
B) define the problem.
C) take marketing actions.
D) develop the research plan.
E) collect relevant information.

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Question 83

Multiple Choice

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Offering a product for sale in a small geographic area to help evaluate potential market actions is called

In marketing,a conscious choice made from among two or more alternatives is referred to as

There are two key elements when defining a marketing research problem.One of these is

Figure 7-4: Question 1 -Consider Figure 7-4: Question 1,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 1 illustrates which type of question format?

Even though primary data can be especially valuable to an individual firm,secondary data are often used because

When conducting marketing experiments,the independent variable often involves marketing mix elements such as product features or coupons,while dependent variables often include

Figure 7-7 -Figure 7-7 depicts what type of statistical forecasting (line A) ?

When customers have their groceries scanned at the supermarket checkout counter,data regarding product sales and coupon redemptions are collected and processed by tracking services such as IRI's InfoScan.Consumer product firms such as Procter & Gamble use data collected by IRI to allocate scarce marketing resources.For P&G,such data should be considered

The process of defining a marketing problem and opportunity,systematically collecting and analyzing information,and recommending actions is referred to as

Setting research objectives and identifying possible marketing actions that might result from the research would take place during which step of the five-step marketing research approach?

When Home Depot entered the Quebec market in Canada,2 percent of people were aware of the retail chain.To determine advertising effectiveness during the first 18 months in Quebec,awareness research was done a second time.For this research,it was decided that if at least 50 percent of a 600-person sample of the population were aware of the Home Depot brand,it would continue its present advertising program.This is an example of

A publishing company sponsors an informal one-time-only session with seven college instructors who use a specific management textbook.The instructors meet with a moderator who asks their opinions about the textbook,its instructor's manual,and its video and written cases.This is an example of

Data obtained by manipulating factors under tightly controlled conditions to test cause and effect is an example of

Watch was a teen publication given out free to high school students,but the publication was unable to deliver the response rates to coupons or sample offers that its advertisers expected.Marketing researchers for its publisher developed a research plan,gathered information from teen focus groups,analyzed the findings,and recommended replacing Watch magazine with Fuel for boys and Verve for girls.Making this change would be considered which step in the marketing research approach?

Measures of success refers to

A(n) __________ question is the simplest form of a fixed alternative question that allows only a "yes" or "no" response.

Figure 7-1 -According to Figure 7-1,what does E represent in the marketing research process?

Mechanical,personal,or neuromarketing methods are ways that __________ data can be collected.