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Exam 7: Marketing Research: From Customer Insights to Actions

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Question 111

Multiple Choice

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

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

F) A) and E)
G) C) and D)

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Question 112

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Nielsen Media Research collects national TV ratings by using a "people meter." This is a box that is attached to TV sets, VCRs, DVRs, cable boxes, and satellite dishes in about 20,000 households across the country. A viewer uses the remote to signal the people meter that he or she is watching a TV program. The box then transmits the viewing information to the Nielsen Company. The information Nielsen is collecting is referred to as __________.

A) internal secondary data
B) interactive industry data
C) sensitivity data
D) external secondary data
E) observational data

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

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Question 113

Multiple Choice

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All of the following are downsides to data mining EXCEPT:

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to deal with claims. It wants to introduce its product into new markets, but before it does so, it wants to predict how successful its sales efforts will be. The marketing research firm hired to conduct the research study has six months to gather, analyze, and present its data to DirectProtect. The required time frame is an example of a(n)

Marketing research refers to

The retail mall owner told the marketing researcher, "We have the option of staying open late twice a week or opening up an hour early every day. We need to know which will be most profitable since we cannot do both. The decision must be made in 11 weeks and we only have $10,000 budgeted for this research project." In which step of the marketing research process would the owner determine this budget and time frame?

A special kind of individual interview in which researchers ask lengthy, free-flowing kinds of questions to probe for underlying ideas and feelings is called a(n)

When customers have their groceries scanned at the supermarket checkout counter, the data are collected and processed by tracking services such as IRI's InfoScan. Consumer product firms like Procter and Gamble use data collected by IRI to allocate scarce marketing resources. Which of the following data are NOT collected at retail checkout counters?

Marine Midland Bank sent market researchers door-to-door in the neighborhoods surrounding its branch banks. Each researcher wanted to spend 15 minutes talking with a head of the household about his or her savings accounts to discuss why he or she did not also have checking accounts and credit cards with the bank. Marine Midland researchers were using __________ to collect these data.

Children's accessory and toy store Red Carpet Baby! uses U.S. Census Bureau information to determine the number of families with children under age 5 for each state in its market area. Data obtained from this source are called __________.

List the elements of an information technology system used to help answer marketing questions.

-According to Figure 7-1 above, obtaining primary data occurs during which step of the five-step marketing research approach?

Sherrie sold about $800 worth of produce last weekend at a Farmer's Market, but it was sunny and warm both days. This Saturday and Sunday are both supposed to be rainy, so she thinks fewer people will attend. She estimates she'll only sell about 3/4 of her total for last time, or $600. This is an example of a(n)

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 change in sales is the __________ in this three-month experiment.

People posing as customers, who are paid to check on the quality of a company's products and services and write a detailed report on the experience, are referred to as __________.

The Journal of Marketing Research and the Journal of Marketing provide

-According to Figure 7-1 above, analyzing the data occurs during which step of the five-step marketing research approach?

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

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

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