Exam 8: Marketing Research: From Customer Insights to Actions

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

Marine Midland Bank sent market researchers door-to-door in the neighborhoods surrounding its branch banks. Each researcher planned to spend up to 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.

A survey by the Economic Research Service of the U.S. Department of Agriculture, government statistics from the Department of Commerce, and stock market information from The Wall Street Journal would all be examples of

What are the three actions a marketing manager must take in the final step of the five-step marketing research approach?

The marketing research measure of success for the LEGO Group MINDSTORMS®product is assembly time for a particular design meant for middle school kids. Which would be the best possible marketing action if the results of a marketing research study concluded, "All 10 teams could assemble Design B in 20 minutes but only three teams completed Design A"?

Research and media firm Youth Culture publishes Watch magazine, a teen publication distributed free to high school students, and wanted to gauge whether it was meeting the needs of its audience. Youth Culture handed out surveys to learn how students felt about the publication. Feedback indicated teen boys and girls were demanding very different things from the magazine. This feedback was gleaned from ________ data.

Which of the following statements represents a possible measure of success in the first step of the five-step marketing research approach, defining the problem?

When Home Depot entered the Quebec market in Canada, two percent of people were aware of the retail chain. To determine advertising effectiveness during the first 18 months in Quebec, awareness research was done a second time. For this research, it was decided that if at least 50 percent of a 600-person sample of the population were aware of the Home Depot brand, it would continue its present advertising program. Here, level of awareness is an example of

Which of the following is one of the three frequently used sales forecasting techniques?

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

A salesforce survey forecast involves

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

In marketing experiments, the independent variable is the ________ and the dependent variable is the

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

Specifying constraints, identifying data needed for marketing actions, and determining how to collect data would all take place during which step of the five-step marketing research approach?

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

One test of whether marketing research should be done is if

Filmmakers want movie titles that use the same factors that make a good brand name. They must be without legal restrictions, memorable, appealing to consumers, and

The Internet sites for The Wall Street Journal, CNBC, and Bloomberg

Martin Lindstrom used ________ to analyze buying processes and presented the findings of his research in his book Buyology.