Exam 8: Marketing Research: From Customer Insights to Actions

A 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 instructor's manual,its PowerPoint slides,and its video and written cases.This is an example of a(n)

A __________ is a sample of consumers or stores from which researchers take a series of measurements.

The most common way of collecting questionnaire data to generate ideas,which involves a single researcher asking questions of one respondent,is referred to as a(n)

Another name of a closed-end question is a(n)__________ question.

Figure 8-7C above shows that

A disadvantage of a __________ is that the marketing research firm needs to recruit new members continually to replace those who drop out.

Briefly explain the difference between a direct forecast and a lost-horse forecast.

Explain why measures of success are important to effective decision makers and give an example of one.

When Home Depot entered the Quebec market in Canada,two percent of the population were aware of the retail chain.To determine how effective its advertising was in the first 18 months of its presence in Quebec,the firm conducted awareness research for a second time.Prior to conducting the research,it was decided that if at least 50 percent of a 600-person sample of the population were aware of the Home Depot brand,it would continue its present advertising program.This is an example of a(n)

Mall intercept interviews refer to

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

Penningtons Superstore specializes in plus-size fashions for women.It recognized a potential marketing opportunity in plus-size junior clothes and was considering adding a line of teen plus-sizes to its 117 stores.Before doing so,it contracted with a marketing research firm to make sure that the teen plus-size market was a viable one.It told the research company it needed the results of its study by September 15 so it could introduce the line the following March,if the market was viable.The major constraint for the marketing research firm in this scenario would be __________.

The retail mall owner told the marketing researcher,"We have the option of staying open late twice a week or opening up an hour early every day.We need to know which will be most profitable since we cannot do both.The decision must be made in 11 weeks and we only have $10,000 budgeted for this research project." In which step of the marketing research process would this statement have been made?

Marketing researchers use tracking studies immediately before an upcoming film's release to

All of the following are challenges marketers face when conducting marketing research EXCEPT:

A collection of databases,or __________,is where a firm's ocean of marketing data is stored.

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to 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 marketing research firm hired to conduct the research study has six months to gather,analyze,and present its data to DirectProtect.The required time frame is an example of a(n)

What percentage of sales forecasts is made by the personal judgment of the individual decision maker who must act on the results of the forecast?

Figure 8-2A above shows the two main types of data.If "A" represents the facts and figures that are newly collected for the project,which type of data is "A?"

The facts and figures related to the problem are referred to as __________.