Exam 8: Marketing Research: From Information to Action

The makers of Samsung smartphones conduct a search in Twitter using the keyword 'iPhone' in order to understand what individuals are saying. Samsung is conducting which activity?

"What is your age? A. Under 20 years, B. 21 to 45 years, C. 46 to 60 years" is most likely an example of a(n):

Marketing Research and Intelligence Association (MRIA), Canada's national association for professional marketing researchers, has developed a Charter of Respondent Rights for respondents to protect them from unfair and unethical interviewing techniques. List five of the nine articles for respondent rights.

By using social media for research, marketers get more interaction, engagement, and participation which usually results in _________data.

Neuromarketing measures brain activity using either probes connected to the brain or an MRI. One of the main reasons for using neuromarketing research is to:

A researcher stands at a traffic light and counts the number of cars that make left turns. These findings will be used to determine if an 'advanced green' needs to be installed. What form of research is being conducted?

When the Dairy Farmers of Canada conducted initial research on milk consumers, it discovered that many believed milk was too fattening and too high in cholesterol. The association felt that these beliefs might be related to the overall decline in milk consumption in Canada. To test this assumption, the association ran a television Advertising campaign to demonstrate that milk was a healthful product and essential to a person's diet. In its tracking studies, it found that the ad campaign did change Consumer attitudes toward milk, which, in turn, was related to a subsequent increase in milk consumption. This is an example of research, followed up by ________ research.

Eppie's Used Cars wanted to discover whether straight discounting worked better than a free gift. It ran two different television commercials on alternate Wednesdays. Commercial A offered 20 percent off Blue Book price for any four-wheel-drive vehicle on the lot while Commercial B offered a free tent with the purchase of any Four-wheel-drive vehicle at Blue Book price. The offer was what is called the Experimental independent variable. Whether it was cold or rained when any of the Commercials ran is an extraneous independent variable. How many people responded To each type of offer is called the__ __ __ __ Unfair , and would suggest whether straight Discounting or a gift incentive was the better strategy for increasing traffic.

Kellogg's was getting ready to introduce a new ready-to-eat cereal bar. Before launching the product, they tested consumer's reaction to the product by sampling the product in grocery stores and asking consumers to fill in a questionnaire. This is an example of a(n):

The stage in the marketing research process in which the marketing researcher must review the analysis and ask: "What does this information tell us?" is called:

An experimenter served identical meals to people at six tables at an elegant restaurant. At each table there was a small lantern with a rheostat. Each table had a different brightness of lighting. There was a direct correlation between the time it took the people to finish their meals and the amount of artificial light from the lantern. The dependent variable in this experiment was:

During the 2016 Earth Hour, WWF (formerly the World Wildlife Fund)launched a social media campaign in the London Underground to encourage support by using the #EarthHourUK. Which aspect of social media allowed them to measure the response to their Earth Hour Campaign?

Compared with __ __ __ __ Unfair data, two disadvantages of __ __ __ __ Unfairdata are that the latter is usually far more time consuming and more expensive to collect.

Blackberry is considering entering the television industry, and Ken, in the marketing department, conducts some basic research to get an initial understanding of the industry. Which type of research is Ken conducting?

The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions to improve an organization's marketing activities is called:

As a new market researcher, you spend numerous hours every day using Excel to try to understand patterns that are not apparent on first glance. You are engaged in:

Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30, a great deal of information was gathered to determine what types of items should be carried, the image of the store, its advertising, etc. Which of the following is an example of a closed-ended question that might have been asked?

The nature of the problem should determine the type of marketing research conducted. Which one of the following is NOT a basic type of marketing research?

Once the research design has been formalized, the process of gathering or collecting data begins. At Pepsi, this may include going on a road trip called the 'Pepsi Taste Tour.' This activity is referred to as:

Marketing Works, a market research firm located in Anchorage, Alaska, specializes in providing marketing information to retail stores around the world. The employees at Marketing Works perform a variety of services for and provide a wide range of information to their clients. For example, they collect data on consumer demographics, purchase behaviour, lifestyle, and responses to sales promotions. Finally, the Marketing Works employees analyze, interpret, and interrelate the data they have Collected and provide retailers with market-related information. Marketing Works is an example of a firm that offers: