Exam 8: Marketing Research: From Information to Action

When a marketing manager begins asking "what if" questions to determine how changes in a factor like price or advertising affect marketing results like sales or profits,she is performing a(n)_____ analysis.

Figure: 8-7 -Referring to Figure 8-7,what is represented by the block identified as 'B'?

A local farmer attempts to understand if by displaying a large neon sign describing a 'two-for-one' special on pumpkins will result in an increase in sales.This farmer is undertaking what type of research?

Neuromarketing is a new market research tool that measures the brain activity when exposed to different marketing stimuli.Which of the following statements regarding neuromarketing is FALSE?

When a marketing researcher uses a collection of reports,financial statements,and surveys from different departments within her firm,she is using:

A marketer is offering free samples of ice cream to shoppers.After trying the sample,the marketer asks shoppers whether they would want to purchase a container.This is referred to as a(n)____________ experiment.

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:

As a marketer for Whirlpool,you have access to a system that provides pricing and sales data for all of your brands of washing machines.This system is referred to as a:

Observing people and asking them questions are two ways to obtain:

Which survey is most expensive because of the interviewer's time and travel expenses?

All of the following are examples of internal secondary data EXCEPT:

By using social media to focus on unmet customer needs,it enables marketers to focus on:

The National Health Interview Survey is conducted annually by the Centers for Disease Control and Prevention.By examining information gathered from sampling,it was able to announce that 14.1 percent of all Americans lacked health care insurance in 2001.A health care organization doing research on patient non-payment would refer to this information as _____ data.

The type of question you are answering right now is an example of a(n)_____ question.

While attempting to organize a class party,which everyone is invited to,you ask a few of your friends where the venue should be.This is an example of:

A general rule of thumb among marketing researchers is to use _____ first and then collect _____.

A market researcher showed a new brand of blue jeans to several groups of students and asked the students to rate the quality of the jeans.Two weeks later,the researcher showed the same students a television advertisement featuring super model Cindy Crawford wearing the new brand of jeans.The marketer asked the students to once again rate the quality of the jeans.The marketer predicted that after viewing the advertisement,the students' ratings of the new jeans would be more positive than their original ratings.In this experiment,students' ratings of the new blue jeans served as the:

Alex works for RBC where he is trying understand whether the bank should be open on Sundays,in order to compete with CIBC.Which department is Alex likely a part of?

"I want to question recent graduates about their transportation preferences.See if you can find some graduates still living in town." The marketing researcher is using:

Information provided by one firm on household demographics and lifestyle,purchases,TV viewing behaviour,and responses to promotions is called: