Exam 8: Marketing Research: From Customer Insights to Actions

__________ method has two advantages over other traditional methods of data collection: the cost is relatively minimal and the turnaround time for data collection to report presentation is much quicker.

Eppie's Used Cars wanted to determine whether straight price discounting worked better than a free gift.It ran two different television commercials on alternate Wednesdays.Commercial A offered 20 percent off Blue Book price for any 4-wheel-drive vehicle on the lot while Commercial B offered a free tent with the purchase of any 4-wheel-drive vehicle at Blue Book price.The offer was the __________ variable.How many people responded to each type of offer was the __________,and would suggest whether straight discounting or a gift incentive was the better strategy for increasing traffic.

conducting marketing research on Facebook for Carmex,Jeff Gerst is considering using a marketing metric that measures how active its Facebook audience is with Carmex,such as when consumers post a comment on the Carmex wall or reply to one of the Carmex posts.This metric is called Carmex

Watch was a teen publication given out free to high school students,but the publication was unable to deliver the response rates to coupons or sample offers that its advertisers expected.After defining the problem,its publisher developed a research plan,gathered information from teen focus groups,analyzed the findings,and replaced Watch magazine with Fuel for boys and Verve for girls.How would a marketer judge the publisher's actions?

Marketing Research Method Photo A -Consider the Marketing Research Method Photo A above.What type of primary research method is MOST LIKELY being used?

Three frequently used sales forecasting techniques are (1)judgments of the decision maker; (2)surveys of knowledgeable groups; and (3)__________.

direct forecast involves estimating the value to be forecast and

of the following are examples of marketing input data EXCEPT:

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 8-4: Question 9 -Consider Figure 8-4: Question 9 above,which is part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Which of the following statements MOST LIKELY explains why Question 9 was included in the questionnaire?

Facts and figures that are newly collected for a project at hand are referred to as

is the difference between a semantic differential scale and a Likert scale?

Figure 8-4: Question 2 -Another name of a closed-end question is a(n)__________ question.

Making action recommendations,implementing action recommendations,and evaluating results take place during which stage of the five-step marketing research approach?

Figure 8-2b -Figure 8-2b above shows that secondary data may be divided into two related parts.If "B" represents data collected from the U.S.Census Bureau,trade association studies,business periodicals,etc.,which type of data is "B?"

Figure 8-2b -Figure 8-2b above shows that primary data may be divided into three related parts.If "C" represents data collected from mechanical,personal,or neuromarketing methods,which type of data is "C?"

Field of Dreams and Million Dollar Baby are examples of successful movies that could have failed because

Several market research companies pay households and businesses to record all their purchases using a paper or electronic diary,which allows for an economical way to collect consistent data over time.These data are referred to as __________.

Figure 8-6B: Average Annual Sales of Tony's Pizza per Household -Figure 8-6B above shows the average unit sales per household,by household size for Tony's Pizza.Analyze this chart.What findings would you present to a supervisor?

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