Exam 8: Marketing Research: From Customer Insights to Actions

The National Health Interview Survey is conducted annually by the Centers for Disease Control and Prevention. By examining information gathered from a national sample of 600 respondents throughout the United States, it was able to announce that 14.1 percent of all Americans lacked health insurance. To make this statement, the Centers for Disease Control and Prevention had to use

Several marketing data services provide information on household demographics and lifestyle, purchases, TV viewing behavior, etc. The principle advantage of these services is that

The type of question you are answering right now is an example of __________ question.

In marketing experiments, the independent variables of interest, sometimes called the marketing __________, are often one or more of the marketing mix elements.

GI Designs, a copper furniture manufacturer, increased the price on its copper tabletops by 20 percent for three months to see what the effect would be on its sales. The change in sales is the __________ in this three-month experiment.

All of the following are downsides to data mining except

Even though primary data can be especially valuable to an individual firm, secondary data are often used because

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

What marketing metric determines whether a TV program such as American Idol remains on the Fox broadcast TV network?

The U.S. Census Bureau publishes the __________, which is conducted every five years and contains detailed information on the number and sales of U.S. establishments that produce goods or resources.

If a marketing manager queries a marketing information system to determine the effect of three different levels of price for a new product, he is using

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to deal with claims. It wants to introduce its product into new markets, but before it does so, it wants to predict how successful its sales efforts will be. The marketing research firm hired to conduct the research study has six months to gather, analyze, and present its data to DirectProtect. The required time frame is an example of

All of the following are examples of marketing input data except

Which of the following statements concerning personal observation is most accurate?

Penningtons Superstore specializes in plus-size fashions for women. It recognized a potential marketing opportunity in plus-size junior clothes and was considering adding a line of teen plus sizes to its 117 stores. Before doing so, it contracted with a marketing research firm to make sure that the teen plus-size market was a viable one. Decision makers needed the results of its study by September 15 so Penningtons could introduce the line the following March, if the market was viable. The major constraint for research here is

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

The Economic Research Service of the U.S. Department of Agriculture provides information on topics from how many dairies there are in the United States to how many pounds of broccoli were eaten per person in 2013. This service provides

Facts and figures that have already been recorded before the project at hand are referred to as

Before its production, LEGO Group marketing managers developed a __________ for the innovative MINDSTORMS

When the pattern of trend extrapolation is a straight line, the line identified indicates a