Exam 10: Marketing Research in the Era of Big Data

Emeril works for a local sports bar known for its chicken wings and nachos.For the last five years,the company has continued to grow,and according to a recent trend analysis,sales have risen by increments of about $530,000 annually since the restaurant opened its doors.Surprisingly,however,the restaurant has seen a decline in patronage over the last quarter,and Emeril has been tasked with identifying the root cause of this sudden decline in sales. ​ ​ Emeril has never conducted exploratory research,so you have decided to help him.One of the first lessons you share with him is to be careful about confusing the symptoms of a problem with the problem itself.After you conduct a series of interviews with waitstaff,customers,distributors,and other stakeholders,you help Emeril come up with possible explanations for the decline in sales.Which of the following is a possible cause of the problem at the restaurant?​

The process of discussing a marketing problem with informed sources both within and outside the firm and examining information from secondary sources is known as test marketing.

Tabitha is a marketing consultant working with an advertising agency who has recently launched a radio and social media campaign for a new beverage product.The advertising agency is interested in determining the percent of people in the target market who have been exposed to the advertising message and can "recall" the message.Tabitha recommends that a phone survey be utilized to contact individuals with mobile phones.Tabitha works with the local mobile phone companies to determine the relevant prefixes or 3-digit numbers for individuals in the area and then instructs the research call center to randomly identify the remaining 4 numbers to ensure that all members of the population who have a mobile phone have an equal opportunity of being selected to participate in the study.Tabitha is using the ______ sample method.​

Big data is information that originates in unprecedented volume and speed from the world around us.​

Firms rarely use test marketing for long lived durable goods.

A stratified sample is a type of nonprobability sample.

Douglas Knowles & Howe,a marketing research firm,contracts with clients to conduct complete marketing research projects,including telephone and online interviews.DK&H is a _____.

A(n)_____ is a scientific investigation in which a researcher manipulates a test group and compares the results with those of another group that did not receive the experimental manipulations.

Describe the process of exploratory research.

While shopping at the mall,you notice a group of young women asking shoppers whether they can spare five minutes to answer some questions about their shopping experiences at the mall.Given your marketing experience,you immediately recognize that these young women are conducting a marketing research project. ​ ​ At which step in the marketing research process are the young women?​

​Procter & Gamble sends researchers into the homes of consumers around the world to observe how they use certain products.The researchers seek to understand how different cultures may influence consumer behavior.This is a(n)____ research method,used to collect ____ data.

Census data is an example of primary data.

Which of the following is a type of nonprobability sample?

The U.S.database that combines features such as railroads,highways,and rivers with census data such as household income is called:

Match each item with the correct statement below. -A(n)_____ is a probability sample in which researchers select a sample of subgroups from which they draw respondents.

​Your company is branching out into the developing world for the first time.You know that it could be challenging to use the firm's mail surveys in these countries.Among the relevant challenges,developing countries are commonly known to have:

Which of the following methods involves observing a customer or group of customers in their natural settings and then evaluating their behavior based on an understanding of social and cultural characteristics of that setting?

​Your boss believes strongly in the potential of special software that has been developed to search for patterns in computerized data files.This software is used primarily for ____.

The use of big data has created new companies that collect and analyze information and sell their proprietary software to all types of businesses.

Match each item with the correct statement below. -Introducing a new product in a specific area and then observing its degree of success is called _____.