Exam 8: Marketing Research: From Customer Insights to Actions

Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions.What does "E" represent?

__________ question is the simplest form of a fixed alternative question that allows only a "yes" or "no" response.

After defining the problem,the next step in the five-step marketing research approach is to

Research objectives are __________.

A direct forecast involves estimating the value to be forecast and

Figure 8-7D: Average Annual Sales per Household of Tony's Pizza, by Age of Children in Household -Figure 8-7D above shows average annual unit sales per household,by age of children in household for Tony's Pizza.Analyze this chart.What findings would you present to a supervisor?

When Marine Midland Bank sent market researchers with surveys door-to-door in the neighborhoods surrounding its branch banks to ask people with savings accounts why they did not also have checking accounts and credit cards with Marine Midland,they were gathering __________ data.

Good marketing research requires great care especially because of inherent difficulties in asking consumers questions.What are the three basic problems faced by marketing researchers when trying to assess consumers' willingness to buy products or services with which they are not familiar?

The Internet website USA.gov

The fifth step of the marketing research approach is to __________.

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.What does this figure represent?

Once the data has been collected and analyzed,it must be presented in a clear concise form.Explain how marketing dashboards can help in this process.

Many consumers often buy soft drinks and potato chips together when they shop at a grocery,convenience,or mass merchandiser store.However,when querying its marketing information system (MIS),one convenience store discovered that when consumers came inside and bought a sandwich,many also purchased toothpaste.This information was obtained from checkout scanner data from its stores nationwide.This convenience store used __________ to extract this "hidden" information from its MIS to find the statistical link between the two product categories.

Figure 8-3 above shows the top ten prime-time broadcast TV shows during a recent May sweeps week.Advertisers like Sears use the Nielsen Television Ranking Index Report from Nielsen Media Research to identify the ratings of the top TV programs so they can make informed advertising media purchase decisions.For which TV program would you expect Sears to pay the most,presuming its demographics match those of its target audience?

Research and media firm Youth Culture publishes Watch magazine,a teen publication given out free to high school students.Unfortunately,the publication was unable to gauge whether or not it was meeting the needs of its audience.Youth Culture handed out surveys to learn how students felt about the publication.Feedback indicated teen boys and girls were demanding very different things from the publication.This feedback was gleaned from __________ data.

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

The Journal of Marketing Research and the Journal of Marketing provide

Drawing conclusions about a population from a sample taken from that population is referred to as

What type of experiment is conducted when a food company offers a product for sale in a small geographic area to help it evaluate potential marketing actions?

In the world of marketing,__________ are ideas about products or services.