Exam 8: Marketing Research: From Customer Insights to Actions

A market researcher showed a plain print ad of a new brand of designer jeans to several groups of college students and asked the students to rate the quality of the jeans. Then the researcher showed some other college students a print ad featuring movie star Scarlett Johansson wearing the new brand and again asked the students to rate the quality of the jeans. The marketer predicted that after viewing the ad featuring Johansson, the students' ratings of the jeans would be more positive than previously. In this experiment, students' ratings of the new blue jeans served as the

Marketing research is

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. Which group of people in terms of age of household had the largest response to the survey?

Each survey method, from focus groups to personal interviews, results in valuable ________, which are facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors.

A common method of collecting questionnaire data to generate ideas that involves a single researcher asking questions of one respondent is

When Procter & Gamble acquired the Old Spice brand, it decided to reposition the brand by using different television and print advertising to see whether sales would increase. The level of sales is the ________ in this experiment.

The retail mall owner told a marketing researcher, "We have the option of staying open late twice a week or opening up an hour early every day. We need to know which will be most profitable since we cannot do both. The decision must be made in 11 weeks and we only have $10,000 budgeted for this research project." In which step of the marketing research process would the owner determine this budget and time frame?

Making recommendations, implementing those recommendations, and evaluating the results would take place during which step of the five-step marketing research approach?

A test market for a new Kellogg's cereal is an example of

The extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions is referred to as

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

The purpose of Nielsen's Total Content Rating system is to

If a marketing manager queries his marketing databases to determine the effect of three different levels of price for a new product, he is using

In setting research objectives, marketers have to be clear on the purpose of research they are about to do that leads to marketing actions. The three main types of marketing research include descriptive research, causal research, and ________ research.

There are two key elements when defining a marketing research problem. One of these is

People posing as customers who are paid to check on the quality of a company's products and services and write a detailed report on the experience are

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

What is a panel? How is it used in marketing research? What disadvantages are associated with panels?

The Nielsen Television Index Ranking reports the rating of each TV program. With 119 million TV households in the United States, a single rating point

In marketing experiments, the independent variables of interest, sometimes called the marketing ________, are often one or more of the marketing mix elements.