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Exam 8: Marketing Research: From Customer Insights to Actions

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Question 31

Multiple Choice

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When it is desirable for the interviewer to be flexible in asking probing follow-up questions,data would be best collected using

A) mail surveys.
B) mechanical observations.
C) fax surveys.
D) individual interviews.
E) online surveys.

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

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Question 32

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Facts and figures that have already been recorded before the project at hand are referred to as

A) primary data.
B) empirical data.
C) secondary data.
D) demographic data.
E) observational data.

F) A) and E)
G) All of the above

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Question 33

Multiple Choice

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

The ________ method has two advantages over other traditional methods of data collection.The cost is relatively minimal and the turnaround time for data collection to report presentation is much quicker:

Sampling and statistical inference are special ________,which are vital in marketing research to solve all or part of a problem.

After a bankruptcy,SwissAir was able to regroup and wanted to resume flying if it could regain at least 75 percent of its lost customers.It decided to allocate $50,000 to determine the likelihood that its former customers would fly on the airline again and find methods requiring little or no money that could be used to increase that probability.This description represents which step in the marketing research approach?

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

Experiments often use marketing drivers from which of the four Ps?

A collection of databases that store,organize,and manage data from internal and external sources is called a data

Published data from outside the organization are referred to as ________ data.

Filmmakers want movie titles that use the same factors that make a good brand name.They must be short,memorable,appealing to consumers,and

All of the following are idea evaluation methods except which?

The Internet sites for The Wall Street Journal,CNBC,and Fox Business

A(n) ________ is a type of forecast that involves estimating the value to be forecast without any intervening steps.

Marketing researchers use tracking studies immediately before an upcoming film's release to

A marketing research approach that uses a discussion leader to interview 6 to 10 past,present,or prospective customers simultaneously is referred to as

A test market for a new Kellogg's cereal is an example of

Figure 8-6A -Consider Figure 8-6A above.Suppose you are an owner of a local Wendy's restaurant near a large urban college or university.You hired a marketing research firm to conduct a survey among a sample of respondents in your area to find out their patronage of fast-food restaurants.Four weeks after the firm conducted the survey,it presented the following results to you.Which group of people in terms of age of household had the largest response to the survey?

Members of the Book Promoters Association of Canada recently questioned what could be done to rejuvenate the Canadian book publishing industry.Some claimed the problem was that many Canadian bookstores had been replaced by Amazon.com.Others said the problem was stodgy advertising.Still others believed the problem was small budgets for marketing programs.The best way to identify the problem would be to use

Data are the