Exam 4: Conducting Marketing Research

When a market researcher asks increasingly more specific "why" questions to reveal consumer motivations and deeper, more abstract goals, s/he is using visualization.

Which of the seven main metaphors in the ZMET reflects a sense of mastery, vulnerability, and well-being?

________ questions allow respondents to answer in their own words and often reveal more about how people think.

When companies engage students to design and carry out projects, the payoff to the students is experience and visibility; the payoff to the companies is a fresh sets of eyes to solve problems at a fraction of what consultants would charge.

According to marketing consultant Pat LaPointe, the ________ metrics measurement pathway of the marketing dashboard focuses on how well marketing expenditures are achieving short-term returns.

The marketing research process begins by ________.

A tachistoscope flashes an ad to a subject with an exposure interval that may range from less than one hundredth of a second to several seconds and asks the respondent to describe what s/he recalls.

A good example of a syndicated-service research firm is Nielsen Media Research.

Willingness to change is an internal marketing metric.

AT&T, GE, Samsung, Shell Oil, and others have engaged in a(n) ________ exercise by sponsoring the Innovation Challenge, where top MBA students compete in teams to address company problems.

Management can assemble a summary set of relevant internal and external measures in a marketing dashboard for synthesis and interpretation.

A stakeholder-performance scorecard tracks the satisfaction with the company and its products and services among such entities as suppliers, banks, and stockholders.

A field-service firm is a ________ research firm.

As a marketing researcher, if you plan to conduct your research using qualitative measures like brand personification, what are you likely to ask the respondents in order to elicit their impression on your brand?

Greenfoods, a manufacturer of ready-to-eat foods, conducts over 60,000 customer surveys each month through its retail outlets. What risk is Greenfoods likely to face by putting out so many surveys each month?

Axis Centre, a department store, has installed CCTV cameras to record consumer actions. Which research approach has been adopted by Axis and why?

A good example of collecting behavioral data would be when a store uses scanners to read barcodes on products selected by consumers.

Marketing-mix modeling focuses on baseline sales or long-term effects instead of incremental growth.

All of the following are considered to be among the seven characteristics of good marketing research EXCEPT ________.

When American Airlines decided to review new ideas aimed at first-class passengers on very long flights, like an ultra high-speed Wi-Fi service and 124 channels of high-definition satellite cable TV, their first step in the marketing research process was to ________.