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Exam 8: Marketing Research: From Customer Insights to Actions

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Question 81

Multiple Choice

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Setting research objectives and identifying possible marketing actions that might result from the research would take place during which step of the five-step marketing research approach?

A) Collect relevant information.
B) Develop the research plan.
C) Develop findings.
D) Obtain secondary data.
E) Define the problem.

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Question 82

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Nielsen collects national TV ratings by using a "people meter." This is a box that is attached to televisions, DVRs, cable boxes, and satellite dishes in about 30,000 households across the country; has a remote control that is used to indicate when a viewer begins and finishes watching a TV program; and stores and then transmits the viewing information to Nielsen each night. The information Nielsen is collecting is referred to as

A) internal secondary data.
B) interactive industry data.
C) sensitivity data.
D) external secondary data.
E) observational data.

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Question 83

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The Economic Research Service of the U.S. Department of Agriculture provides information on topics from revenue sources for beekeepers to estimated effects of tax cuts on farms and farm households. This service provides

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

________ scale is one in which the respondent indicates the extent to which he or she agrees or disagrees with a statement.

Before its production, LEGO Group marketing managers might develop a ________ for an innovative MINDSTORMS®EV3 robot that uses a color sensor, responds to voice commands, or uses GPS navigation software.

Melanie manages a local store for a national drugstore chain and had received complaints from several customers about rude employees. To check on her customer service, Melanie hired a team of researchers, who posed as customers shopping in the store. Occasionally, they bought something, but their primary purpose was to take notes and record the actions of the service staff. The research information Melanie received was a form of ________ data.

By ________, IKEA noticed that customers often stopped shopping when their baskets or carts were full, so additional shopping bags are now placed throughout IKEA stores.

Why can't a marketing manager's decision-making process stop when he or she has chosen the best alternative to solving a problem?

The Minnesota Twins, a professional baseball team, wanted to develop creative ways to boost sagging attendance at ball games. The Twins hired a moderator who, after every home game during the month of July, led informal discussions with groups of 8 to 10 fans to find out what they did and did not like about the baseball team and their experience at the stadium. Discussions were videotaped for later review. These research sessions are called

A firm trying to obtain data on the number of households that buy a particular product would most likely use which type of marketing research?

In a decision, the restrictions placed on potential solutions to a problem are referred to as

Decision making is the act of

Published data from outside the organization are referred to as ________ data.

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

________ surveys are the best choice if a marketing researcher wants flexibility in asking probing questions or getting reactions to visual materials.

Marketers are increasingly using online surveys to collect primary data. One advantage is that

Figure 8-6A -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?

When a marketing manager is asking "what if" questions to determine how hypothetical changes in product or brand drivers can affect sales, she is performing ________ analysis.

The ________ method has two advantages over other traditional methods of questionnaire data collection. The cost is relatively minimal and the turnaround time for data collection to report presentation is much quicker.