Exam 8: Marketing Research: From Customer Insights to Actions

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

List the elements of an information technology system used to help answer marketing questions.

The practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products,is called ________ hunting.

The foundation of all research using questionnaires is developing ________ that get clear,unambiguous answers from respondents.

Figure 8-4,Question 5 -What kind of question is the following? "Place an 'X' in the space that describes your view of this test." Easy __ __ __ __ __ Difficult

Briefly explain what a marketing experiment is.Include the definitions of dependent and independent variables and give examples of each.

Figure 8-6A -Consider 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 age group seems to patronize fast-food restaurants the most?

Trend extrapolation involves

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

Several marketing data services provide information on household demographics and lifestyle,purchases,TV viewing behavior,responses to promotions,and social media use.The principal advantage of these services is that

In the world of marketing,________ are ideas about products or services.

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

When First Western Bank sent surveys via mail to its savings accounts-only customers to ask why they did not also have checking accounts and credit cards with First Western,they were gathering ________ data.

In marketing research,sampling refers to

Figure 8-4,Question 5 -A(n)________ scale is a five-point scale in which the opposite ends have one- or two-word adjectives that have opposite meanings.

Facts and figures obtained by watching,either mechanically or in person,how people actually behave are referred to as ________ data.

One objective in the marketing research Jeff Gerst,who manages the Carmex social media properties,undertook using Facebook involved

The facts and figures obtained by asking people about their attitudes,awareness,intentions,and behaviors are referred to as

War Dogs is an example of a successful movie that could have failed because

The principal ways to collect new or primary data for a marketing study are by watching people and by asking them questions.Give two examples of each method.