Exam 8: Marketing Research: From Customer Insights to Actions

Effective decision makers rely on criteria or standards used in evaluating proposed solutions to a problem,which are known as

In the Fisher-Price photo above,a researcher watches a young child play with his toys.This is an example of

Consider Figure 8-4: Question 5 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 5 illustrates which type of question format?

There are three key elements when defining a marketing research problem.One of these is __________.

All of the following are advantages to using cross tabulations to organize and present marketing data EXCEPT:

The J.D.Power & Associates and other market research firms recruit groups of consumers for __________,each of whom are paid to record all of their purchases on a regular basis.Businesses pay firms like J.D.Power for their reports that answer the question,"How many times did our customers buy our products this year compared to last year?"

Drawing conclusions about every woman who wears a size 14 or larger in a particular zip code from a representative sample of 250 women in that zip code who wear a size 14 or larger would be

Grape-Nuts was one of the first cereals Post Cereal Company ever marketed.It scores well in brand awareness studies,but recently its sales have been steadily declining.Rather than assume the product was a "dog," the Grape-Nuts marketing manager decided Post should first

Best Western International,Inc. ,a national hotel chain,paid couples to videotape themselves as they spent three to seven days on a cross-country trip.From this,Best Western found that women usually decide when to pull off the road,where to stay over night,and what amenities the hotel or motel should have to make their stay more enjoyable.These couples were determining their lodging in a "natural use environment," and so providing __________ research to Best Western.

Obtaining primary and secondary data would take place during which stage of the five-step marketing research approach?

Consider the Fisher-Price Chatter Telephone photo above.Toy designers at Fisher-Price conduct marketing research to discover how children play and what they like to play with.For Fisher-Price,the immediate research objective is to decide whether to continue to market the old Chatter Telephone design or a new design.The old,original Chatter Telephone was simply a wooden phone with a dial that rang a bell.However,observers noted that the children kept grabbing the receiver like a handle to pull the phone along behind them.So a designer created a new Chatter Telephone,one with wheels,a noisemaker,and eyes that bobbed up and down.What would be the MOST LIKELY measure of success Fisher-Price would use to determine which design should be selected?

When conducting marketing experiments,the independent variable often involves marketing mix elements such as product features or coupons,while dependent variables often include

A 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.

According to Figure 8-1 above,what does "A" represent in the marketing research process?

In 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 descriptive research,causal research,and __________ research.

All of the following are sources of primary data EXCEPT:

Research that involves trying to find the frequency that something occurs or the extent of a relationship between two factors is referred to as

The principal ways to collect new or primary data for a marketing study are by watching people and by asking them questions.Give two examples of each method.

Concept tests of plots using 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

Marketing drivers are used with which of the four Ps?