Exam 8: Marketing Research: From Customer Insights to Actions

When Karsh and Hagan Advertising Agency uses information found in the Nielsen Television Index Ranking Report published by Nielsen to plan television advertising schedules for its clients, it is relying on ________ data.

When Procter & Gamble acquired the Old Spice brand, it decided to reposition the brand by using a different advertising message to see whether its sales would increase. The advertising message is the ________ in this marketing experiment.

According to research conducted by Canadian cultural anthropologists, Canadians place a high importance on personal relationships. This leads them to be extremely reluctant to buy through an impersonal medium like a telephone. For an insurance company that was hoping to sell insurance through telemarketers, this research would be an example of

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

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 price increase is the ________ in this three-month experiment.

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell insurance and deal with claims. It wants to pursue new markets, but with some idea of how successful its sales efforts will be. Researchers invited a group of eight insured people to its headquarters to discuss their attitudes about home and auto insurance and awareness of DirectProtect. Responses were gathered on paper as ________ data.

A sales forecast is

In marketing research, sampling refers to

All of these are disadvantages of online surveys except which?

Observing people and asking them questions are the two principal ways to obtain

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

Research that provides ideas about a vague problem or question is referred to as

A disadvantage of a ________ is that the marketing research firm needs to recruit new members continually to replace those who drop out.

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

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. Based on the results presented, which market segment is least attractive to pursue because they are light users?

Two key elements in deciding how to collect marketing data are

Individual interviews involve

"Have you been to a dentist within the past twelve months? ___ Yes ___ No" is an example of which type of question?

________ question is the simplest form of a fixed-alternative question that allows only a "yes" or "no" response.

Figure 8-4, Question 2Consider Figure 8-4, Question 2 above, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 2 illustrates which type of question format?