Exam 8: Marketing Research: From Customer Insights to Actions

specialized observational approach in which trained observers seek to discover subtle behavioral and emotional reactions as consumers encounter products in their "natural use environment," is referred to as __________research.

setting research objectives,marketers have to be clear on the purpose of research they are about to do that leads to marketing actions.The three main types of marketing research include exploratory research,causal research,and __________ research.

Fisher Price watches young children play with their toys to determine if and how various toys should be changed or improved.Fisher Price is collecting __________ data.

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and 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 first things researchers did was invite a group of eight insured people to its headquarters to talk about home and auto insurance with a moderator.The purpose of this exploratory research was to gather information about the group members' attitudes toward insurance and their awareness of DirectProtect.This was done by recording respondents' answers as well as having them answer questions using paper and pencil.While additional research still needs to be done,the marketing researchers were able to gather __________ data.

Trend extrapolation involves

Carpet Baby! a children's accessory and toy store,uses U.S.Census Bureau information to determine the number of families with children under age 5 in its market area.Data obtained from this source are called __________.

Information in online databases consist of two categories: (1)indexes to articles in periodicals,and (2)statistical or financial data on markets,products,and organizations.These can be accessed either directly,via Internet search engines,or using

firm trying to obtain data on the number of households that buy a particular product would most likely use which type of marketing research?

Marketing Research Method Photo C -publishing company sponsors an informal one-time-only session with seven college instructors who use a given principles of management textbook.The instructors meet with a moderator who asks their opinions about the textbook,its study guide,and its PowerPoint slides.This is an example of a(n)

Marketing Research Method Photo A -facts and figures obtained by asking people about their attitudes,awareness,intentions,and behaviors are referred to as

Figure 8-1 -According to Figure 8-1 above,"obtain primary data" occurs during which step of the five-step marketing research approach?

facts and figures related to the problem are referred to as__________.

Briefly explain the best-known statistical method used by marketers to develop a company's sales forecasts.In your explanation,explain the strengths and weaknesses of using this method.

are the two most common constraints in marketing problem solving?

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.

Figure 8-4: Question 1 -Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30,a great deal of information was gathered from a sample of women 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-end question that might have been asked?

Members of the Book Promoters Association of Canada recently questioned what could be done to rejuvenate the Canadian book publishing industry.Some members claimed the problem was Canadian bookstores had been replaced by Walmarts.Others said the problem was with stodgy promotions.Still others said the problem was caused by too little money being budgeted to fund marketing programs.The best way to identify the problem would be to use __________.

refers to

Figure 8-4: Question 1 -__________ question requires respondents to select one or more response options from a set of predetermined choices.

Karsh & Hagan Advertising Agency uses information found in Nielsen Television Index Ranking Report published by the Nielsen Company to plan television advertising schedules for its clients,it is relying on __________ data.