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Exam 8: Marketing Research: From Customer Insights to Actions

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Question 151

Multiple Choice

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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

A) internal secondary data.
B) primary data.
C) external secondary data.
D) sensitivity analysis.
E) probability data.

F) B) and E)
G) B) and D)

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Question 152

Multiple Choice

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When Fisher-Price managers attempted to redesign its classic toy,the Chatter Telephone,they considered adding a noisemaker,wheels,and eyes to a basic plastic telephone,and thus they developed several

A) virtual prototypes.
B) product substitutes.
C) product hypotheses.
D) new-product concepts.
E) new-feature matrices.

F) C) and D)
G) A) and B)

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Question 153

Multiple Choice

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Figure 8-2 -Figure 8-2 above shows that primary data may be divided into three related parts.If D represents data obtained by asking people about their attitudes,awareness,intentions,and behaviors using individual interviews,focus groups,or online surveys,which type of data is D?

What is data mining,and why is it used in marketing research?

In marketing experiments,the independent variables of interest,sometimes called the marketing ________,are often one or more of the marketing mix elements.

According to research conducted by Canadian cultural anthropologists,Canadians place a high importance on personal relationships.This leads them to be extremely reluctant to buy through an impersonal medium like a telephone.For an insurance company that was hoping to sell insurance through telemarketers,this research would be an example of

Research and media firm Youth Culture publishes Watch magazine,a teen publication distributed free to high school students.Unfortunately,the publication was unable to gauge whether it was meeting the needs of its audience.Youth Culture handed out surveys to learn how students felt about the publication.Feedback indicated teen boys and girls were demanding very different things from the publication.This feedback was gleaned from ________ data.

Figure 8-2 -Figure 8-2 above shows that secondary data may be divided into two related parts.If Box A represents marketing input and outcome data (budgets,call reports,customer communications,etc. ) ,which type of data is A?

A picture or verbal description of a product or service a firm might offer for sale is referred to as a(n)

A firm using a test market to determine which pricing strategy results in highest sales for a new line of watches is an example of which type of marketing research?

Which of the following is one of the three frequently used sales forecasting techniques?

Movie studios use tracking studies in which prospective moviegoers are asked questions about an upcoming film release to help them forecast sales.This is an example of

A collection of databases,or ________,is where a firm's marketing data are stored.

Figure 8-2 -Figure 8-2 above shows that primary data may be divided into three related parts.If C represents data obtained by watching how people actually behave using mechanical,personal,or neuromarketing methods,which type of data is C?