Exam 8: Marketing Research: From Customer Insights to Actions

"What do you like most about Target?" followed by several lines for a response is an example of which type of marketing research question?

The field of marketing that studies the brain and its response to marketing stimuli is referred to as

________ involves starting with the last known value of the item being forecast, listing the factors that could affect the forecast, assessing whether they have a positive or negative impact, and making the final forecast.

Secondary data can be divided into two parts:

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

A disadvantage of the mall intercept interview method is

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

Large databases are subject to ________ platforms which undertake reasoning and common sense tasks to allow computers to "behave" intelligently.

Qualified members of tracking studies for a new movie are asked three key questions, one of which is

A new field of marketing research that focuses on the presentation of analysis results is known as

Two important disadvantages of secondary data are that they may be

________ is often conducted with observers behind a one-way mirror watching a discussion among people about topics of interest to marketers.

The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions is referred to as

J.D. Power and 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 such as 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?"

Figure 8-4, Question 1Consider Figure 8-4, Question 1 above, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 1 illustrates which type of question format?

Several marketing data services provide information on household demographics and lifestyle, purchases, TV viewing behavior, responses to promotions, and social media use. The principal advantage of these services is that

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

Before opening six Torrid plus-size-only retail stores that cater to women age 15 to 30, a great deal of information was gathered from a sample of women to determine what types of items should be carried, the image of the store, its advertising, etc. Which of the following is an example of an open-ended question that might have been asked in the survey?

The total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts is

________ scale is a five-point scale in which the opposite ends have one- or two-word adjectives that have opposite meanings.