Exam 8: Marketing Research: From Information to Action

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):

Companies hire people to pose as real customers and have them go through an exchange process and record their observations in detailed reports.The individuals posing as real customers are known as:

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?

Before Moen Inc.put its new massaging shower head,the Revolution,on the market,it wanted to find out what consumers thought about the new product design so it hired QualiData Research Inc.to enlist 20 nudists as their volunteers and paid them $250 each to answer questions about their lifestyles,and to allow QualiData to install a tiny video camera in the shower of each volunteer in order to watch them use the new showerhead.This type of research can be described as:

While conducting market research,you realize that only 40 percent of individuals are likely to re-purchase your product.Afraid this may hurt your chances of promotion,you report to your boss that 'at least 50 percent are likely to re-purchase.' This is a(n)_______ issue in marketing research.

List and describe the four major survey methods and describe the strengths and weaknesses of each method.

Describe how social media is being used to provide data mining insights.

Which of the following is NOT a step in the marketing research process?

Which survey type is usually biased because those likely to respond have had especially positive or negative experiences with a given product,service,or brand?

One of the reasons to choose using brain-imaging based neuromarketing tools over traditional focus groups is that:

What type of question is the following? Check your degree of agreement with the following statement: "Marketing is an interesting subject." ( )Strongly Agree ( )Agree ( )Disagree ( )Strongly Disagree

Kraft is launching Deli Creations,which are sandwiches made with its Oscar Meyer meats,Kraft cheeses,and Grey Poupon mustard.Kraft spends several months with consumers in their kitchens to understand their use of the product and other kitchen behaviours.This research is referred to as:

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

There are various costs associated with conducting surveys.Which of the set represents the correct ascending (least expensive to most expensive)order of cost per completed survey?

The question,"How many meals will you eat in restaurants in the next year?" is an example of a(n):

As marketing vice president of Health Care Services,Inc.,you are in charge of developing an experiment to test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory.Which experiment will do this best?

Your boss asks you to: "Put all the names through the computer,and select every hundredth name to put on the mailing list to receive a survey." The type of population profile you will create is based on:

The notion of whether the research measured what was intended to be measured is referred to as:

Oreo Cookies conducts an online panel to understand potential product changes for an existing buying group.The company asks the panel to rate aspects of the product that are:

McGraw-Hill,a publishing company,sponsors an informal one-time-only session with seven university instructors who use a given textbook.The instructors meet to discuss the textbook,its study guide,and the product's competition.This is an example of a: