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Exam 8: Marketing Research: From Customer Insights to Actions

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Question 21

Multiple Choice

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Measures of success are

A) the goals the decision maker seeks to achieve in solving a problem.
B) criteria or standards used in evaluating proposed solutions to a problem.
C) identification of acceptable alternatives for collecting data to solve a problem.
D) objective data used to identify the most profitable solution to a marketing problem.
E) subjective data used to identify the most profitable solution to a marketing problem.

F) A) and E)
G) B) and E)

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Question 22

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The approaches that can be used to collect data to solve all or part of a marketing research problem are referred to as

A) methods.
B) proposals.
C) strategies.
D) tactics.
E) analyses.

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

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Question 23

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GI Designs,a copper furniture manufacturer,increased the price on its copper tabletops by 20 percent for three months to see what the effect would be on its sales.The price increase is the ________ in this three-month experiment.

A new field of marketing research that focuses on the presentation of analysis results is known as

Marketing researchers must use the combination of data,technology,and analytics to convert the data into useful information that will answer marketing questions and lead to effective marketing actions.An organization that accomplishes this successfully is often referred to as a(n)

________ is often conducted with observers behind a one-way mirror watching a discussion among people about topics of interest to marketers.

A common way of collecting questionnaire data to generate ideas that involves a single researcher asking questions of one respondent is referred to as a(n)

________ surveys are the best choice if a marketing researcher wants flexibility in asking probing questions or getting reactions to visual materials.

Figure 8-5 -Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions.What does C represent?

Lost-horse forecasting involves

McDonald's tested its delivery service in three Florida cities to assess consumer interest before deciding to expand to 20,000 of its restaurants.Which type of experiment was conducted here?

Researchers for Frito-Lay discovered that matte beige bags of potato chips picturing potatoes and other healthy ingredients in the snack do not trigger activity in the anterior cingulate cortex,an area of the brain associated with feelings of guilt,as much as shiny bags with pictures of chips.Frito-Lay then switched out of shiny packaging in the United States shortly thereafter.This is an example of using

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

A general rule of thumb among marketing researchers is to use ________ first and then collect

When a marketing researcher uses a collection of reports,customer letters,financial statements,and surveys from different departments' archives within her firm to make marketing decisions today,she is using

Test screenings and tracking studies are examples of market research techniques used in the movie industry to

Carma Laboratories,Inc. ,the maker of Carmex lip balm,used ________ to conduct marketing research to understand the nature of online conversations about lip balm.

The facts and figures related to a research problem are referred to as

A(n) ________ is a method of presenting and analyzing data involving two or more variables to discover relationships in the data.

Research that provides ideas about a vague problem or question is referred to as