Exam 8: Marketing Research: From Customer Insights to Actions

Consider Figure 8-6A above.Suppose you are an owner of a local Wendy's restaurant near a large urban college or university.You hired a marketing research firm to conduct a survey among a sample of respondents in your area to find out their patronage of fast-food restaurants.Four weeks after the firm conducted the survey,it presented the following results to you.Which age group seems to patronize fast-food restaurants the MOST?

Jeff Gerst,who manages the Carmex social media properties,says,"For Carmex,Facebook isn't just a way to share coupons or the latest product news,but it is also a marketing research resource." One objective in the marketing research he undertook using Facebook involved

Figure 8-3 above shows the top ten prime-time broadcast TV shows during a recent May sweeps week.If an advertiser such as Apple wanted to buy time on one of these TV shows,which of the following statements would be most accurate?

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 price increase is the __________ in this three-month experiment.

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

Primary data refer to

A market researcher showed a new brand of designer jeans to several groups of college students and asked the students to rate their quality.Two weeks later,the researcher showed the same college students a television advertisement featuring movie star Scarlett Johansson wearing the new brand and asked the students again to rate the quality of the jeans.The marketer predicted that after viewing the advertisement,the students' ratings of the new jeans would be more positive than their original ratings.In this experiment,students' ratings of the new blue jeans served as the

A picture or verbal description of a product or service a firm might offer for sale is referred to as a(n)

Consider Figure 8-6B above.Suppose you are an owner of a local Wendy's restaurant near a large urban college or university.You hired a marketing research firm to conduct a survey among a sample of respondents in your area to find out their patronage of fast-food restaurants.Four weeks after the firm conducted the survey,it presented the following results to you.Based on the results presented,which target group would you likely NOT develop a specific marketing program to reach them?

Lost-horse forecasting involves

Consider Figure 8-3 above,which is based on data collected from mechanical observations through the use of __________ to prepare Nielsen Media Research's Nielsen Television Index Ranking Report.

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 8-7A above indicates that

During the idea generation stage of its new-product development process,Fisher-Price managers would MOST LIKELY develop a pool of __________ for its Chatter Telephone,which as the possibility of adding a noisemaker,wheels,and eyes to a basic plastic telephone.

A test market in which sales of a new breakfast cereal are offered at different prices to determine the different levels of sales is an example of which type of marketing research?

What is the marketing research term for the specific,measurable goals the decision maker seeks to achieve in conducting the marketing research?

Surveys,testing of marketing campaigns,sneak previews,and tracking studies are all examples of market research techniques.Collectively,they are used in the movie industry to

What kind of question is the following? "Place an 'X' in the space that describes your feelings about this test." Easy __ __ __ __ __ Difficult

Which of the following statements represents a possible measure of success in Step 1-define the problem of the five-step marketing research approach?

A general rule of thumb among marketing researchers is to use __________ first and then collect __________.