FiltersDone

Question type

Essay

Multiple Choice

Short Answer

True False

Matching

Exam 7: Marketing Research: From Customer Insights to Actions

Show Answer

Share

---

All types

Filters

Study FlashcardsPractice ExamLearn

Question 21

Multiple Choice

Review LaterAdd Note

Review Later

The two main types of data are

A) independent and dependent.
B) primary and secondary.
C) comprehension and case specific.
D) extraneous and experimental.
E) measurable and nonmeasurable.

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

Correct Answer

verified

Show Answer

Question 22

Multiple Choice

Review LaterAdd Note

Review Later

Marketing researchers have observed that today we live in an era of data deluge. The challenge facing managers is not data collection or even storage but how to

A) leverage external data sources.
B) effectively develop internal sources without excessive data generation.
C) avoid the use of data warehouses.
D) efficiently transform the huge amount of data into useful information.
E) match buying queries to relevant outputs.

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

Correct Answer

verified

Show Answer

Question 23

Multiple Choice

Review LaterAdd Note

Grape-Nuts was one of the first cereals Post Cereal Co. ever marketed. It scores well in brand awareness studies, but recently its sales have been steadily declining. Rather than assume the product was a "dog," the Grape-Nuts marketing manager decided Post should first

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

When First Western Bank sent surveys via mail to its savings accounts-only customers to ask why they did not also have checking accounts and credit cards with First Western, they were gathering ________ data.

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

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

The first step of the marketing research approach is to

Databases that are subject to ________ platforms undertake reasoning and commonsense tasks that allow computers to perform sophisticated behaviors like guiding self-driving cars and making purchase recommendations.

What are some of the methods marketers use to conduct research and solve marketing problems? Include at least one specific print source.

Figure 7-4: Question 6 -Consider Figure 7-4: Question 6, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 6 illustrates which type of question format?

Data mining refers to

Watch was a teen publication given out free to high school students, but the publication was unable to deliver the response rates to coupons or sample offers that its advertisers expected. Marketing researchers for its publisher developed a research plan, gathered information from teen focus groups, analyzed the findings, and recommended replacing Watch magazine with Fuel for boys and Verve for girls. Making this change would be considered which step in the marketing research approach?

All of the following are idea generation methods for collecting questionnaire data except which?

A potential difficulty with experiments such as test markets is that outside factors, such as the actions of competitors, can distort the results by affecting ________, such as sales.

Once the problem has been defined, the market researcher proceeds to ________, the second step of the five-step marketing research approach.

Figure 7-4: Question 5 -Consider Figure 7-4: Question 5, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 5 illustrates which type of question format?

In marketing, a conscious choice made from among two or more alternatives is referred to as

Penningtons Superstore, which specializes in plus-size fashions for women, wanted to determine if it should add a line of plus-size junior wear. To compare the effectiveness of offering products for the teenage market in current stores versus opening separate teen-only stores, researchers plan to distribute questionnaires to current shoppers to solicit their opinions, set up focus groups with plus-size teens, and locate helpful secondary research. This is which step of the marketing research approach?

"Why do you smoke cigarettes?" is an example of which type of question?