Exam 8: Marketing Research: From Customer Insights to Actions

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.What does this figure represent?

Qualified members of tracking studies for a new movie are asked three key questions,one of which is

Grape-Nuts was one of the first cereals Post Cereal Co.ever marketed.It scores well in brand awareness studies,but recently its sales have been steadily declining.Rather than assume the product was a "dog," the Grape-Nuts marketing manager decided Post should first

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

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

A cross tabulation refers to

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.

If a researcher is using data that are low in cost and save time,which type of data is this likely to be?

The process of defining a marketing problem and opportunity,systematically collecting and analyzing information,and recommending actions is referred to as

In a decision,the restrictions placed on potential solutions to a problem are referred to as

Two important disadvantages of secondary data are that they may be

Martin Lindstrom used ________ to analyze buying processes and presented the findings of his research in his book Buyology.

Figure 8-5 -Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions.What does A represent?

Before its production,LEGO Group marketing managers might develop a ________ for an innovative MINDSTORMS® EV3 robot that uses a color sensor,responds to voice commands,or uses GPS navigation software.

Setting research objectives occurs during which step of the five-step marketing research approach?

After defining the problem,the next step of the marketing research approach is to

When accessing a database,marketers can use sensitivity analysis to ask ________ to determine how hypothetical changes in product or brand drivers can affect sales.

Figure 8-4 -"Why do you smoke cigarettes?" is an example of which type of question?

The U.S.Census Bureau website

Consider the LEGO Group MINDSTORMS® product.If the marketing research measure of success is assembly time for a particular design meant for middle school kids,which would be the best possible marketing action if the results of a marketing research study concluded,"All 10 teams could assemble Design B in 20 minutes but only three teams completed Design A"?