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Exam 8: Marketing Research: From Customer Insights to Actions

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Question 91

Multiple Choice

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According to Figure 8-1 above,what does "E" represent in the marketing research process?

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

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

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Question 92

Multiple Choice

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In marketing experiments,the independent variable is the __________ and the dependent variable is the __________.

A) element that never changes;element that always changes
B) result;factor beyond the experimenter's control
C) result of an action;cause of an action
D) cause of an action;result of an action
E) element that always changes;element that never changes

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

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Question 93

Multiple Choice

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In evaluating whether its Facebook and Twitter social media programs are working well,Carmex considered using various marketing metrics.One metric it chose was __________,which quantifies the number of Carmex mentions on the Internet as a percentage of all mentions of major lip balm brands.

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

Consider Figure 8-6B 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.If you were to target a specific group or market segment based on the results presented,which one would you select to develop a specific marketing program to reach them?

Semantic differential and Likert are question types that uses a(n)

Brand guru Martin Lindstrom believes that traditional marketing research is wasted because

According to Figure 8-A above,when conducting marketing research,why would you ask the questions,"Did you like the ending?" and "If not,how would you change it?" after the test screening of a movie?

According to Figure 8-1 above,what does "D" represent in the marketing research process?

According to Figure 8-1 above,"analyze the data" occurs during which step of the five-step marketing research approach?

Individual interviews involve

A cross tabulation refers to

Prior to its production,Lego marketing managers developed a(n) __________ for the innovative Mindstorms EV3 robot capable of walking or skating,perhaps by adding an infrared sensor.

The facts and figures obtained by asking people about their attitudes,awareness,intentions,and behaviors are referred to as

Set during the marketing research process,__________ are the specific,measurable goals the decision maker seeks to achieve in conducting the marketing research.

Consider Figure 8-4: Question 7 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Which of the following statements MOST LIKELY explains why Question 7 was included in the questionnaire?

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 __________.

The Minnesota Twins,a professional baseball team,wanted to develop creative ways to boost sagging attendance at its ball games.The Twins hired a moderator who,after every home game during the month of July,led informal discussions with groups of 6 to 10 fans to find out what they did and did not like about the baseball team and their experience at the stadium.The discussions were videotaped so that researchers could review the data at a later date and in more detail.What are such informal research discussions called?

The National Health Interview Survey is conducted annually by the Centers for Disease Control and Prevention.By examining information gathered from a national sample of 600 respondents throughout the U.S. ,it was able to announce that 14.1 percent of all Americans lacked healthcare insurance.To make this statement,the Centers for Disease Control and Prevention had to use

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/her savings accounts to discuss why he/she did not also have checking accounts and credit cards with the bank.Marine Midland researchers were using __________ to collect these data.