Exam 8: Marketing Research: From Customer Insights to Actions

Two important advantages of secondary data are that they are

Drawing conclusions about every woman who leases a car in a particular zip code from a representative sample of 250 women in that zip code who lease a car is called

Figure 8-6B -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 wanted to target a heavy-use market segment based on the results presented, which would you select?

Research that involves trying to determine the extent to which the change in one factor changes another one is referred to as

________ is a vague term generally used to describe large amounts of data collected from a variety of sources and analyzed with an increasingly sophisticated set of technologies.

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?

Figure 8-4 -Consider Figure 8-4 above, 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?

All of these are idea evaluation methods except which?

Secondary data are the

The two aspects of the process for evaluating the results of a marketing decision are evaluating the decision itself and

R. Taco increased the price for its tacos for three months to see what the effect would be on its sales. The change in sales is the ________ in this experiment.

Explain why measures of success are important to effective decision makers and give an example of one.

Which of the following would be best used to forecast the opening weekend box office sales for a new movie?

Fisher-Price watches young children play with its toys to determine if and how various products should be changed or improved. Fisher Price is collecting ________ data.

Filmmakers want movie titles that use the same factors that make a good brand name. Ideally, they should

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and deal with claims. It wants to introduce its product into new markets, but needs a prediction of how successful its sales efforts will be. Researchers invited four groups of eight insured people to talk about home and auto insurance. Their conversations were recorded and analyzed to determine if there were any differences between customers from different markets. These sessions are

Figure 8-6AConsider 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. What does this figure represent?

Eppie's Used Cars wanted to test whether straight price discounting worked better than a free gift. It ran two different commercials on alternate Wednesdays. The first offered 10 percent off the Kelley Blue Book price for any four-wheel-drive vehicle on the lot while the second offered a free tent with the purchase of any four-wheel-drive vehicle at the Kelley Blue Book price. The type of offer was the ________ variable. The number of people that responded to each type was the ________ variable, which would suggest the best strategy for increasing traffic.

When querying its marketing information system (MIS), one convenience store discovered that when consumers bought a sandwich, many also purchased toothpaste. This information was obtained from checkout scanner data from its stores nationwide. This convenience store used __________ to extract this information from its MIS to find a statistical link between the two product categories.

Movie studios use market research to reduce their risk of losses by hiring firms such as the National Research Group to conduct test screenings and tracking studies. Often, 300 to 400 prospective moviegoers are recruited to attend a "sneak preview" of a film before its release. After viewing the movie, the audience completes a survey to