Exam 8: Marketing Research: From Customer Insights to Actions

The practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products is called __________ hunting.

Members of the Book Promoters Association of Canada recently questioned what could be done to rejuvenate the Canadian book publishing industry.Some members claimed the problem was Canadian retailers had been replaced by Wal-Marts.Others said the problem was with stodgy promotions.Still others said the problem was caused by too little money being budgeted to fund marketing programs.The best way to identify the true problem would be to use __________.

"Why do you smoke?" is an example of which type of question?

Eppie's Used Cars wanted to discover whether straight price discounting worked better than a free gift.It ran two different television commercials on alternate Wednesdays.Commercial A offered 20 percent off Blue Book price for any 4-wheel-drive vehicle on the lot while Commercial B offered a free tent with the purchase of any 4-wheel-drive vehicle at Blue Book price.The offer was the __________ variable.How many people responded to each type of offer is called the __________, and would suggest whether straight discounting or a gift incentive was the better strategy for increasing traffic.

statistical or financial data on markets, products, and organizations.These can be accessed either directly, via Internet search engines, or

Figure 8-21 above, shows average annual sales (in units) per household, by household size for Tony's Pizza.Analyze this chart.What findings would you present to a supervisor?

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

Observing people and asking them questions are the two principal ways to obtain

In marketing experiments, the independent variables of interest - sometimes called the marketing __________-are often one or more of the marketing mix elements, such as product features, price, or promotion.

The two main types of data are

A collection of databases that store, organize, and manage data sources is called a _________.

Filmmakers want movie titles that use basically the same factors that make a good brand name; they must be concise, grab attention, __________, and have no legal restriction.

Simply put, in marketing experiments, the independent variable is the __________ and the dependent variable is/are the __________.

Observational data refers to

Even though primary data can be especially valuable to an individual firm, it often plays "second fiddle" to secondary data because

Prior to its production, Fisher-Price managers developed a(n) __________ for the Chatter Telephone that involved adding a noisemaker, wheels, and eyes to the basic telephone.

Which of the following statements concerning the marketing research approach is most accurate?

Evaluating the results of a marketing decision involves

The Economic Research Service of the U.S.Department of Agriculture provides information on topics from how many dairies there are in the U.S.to how much broccoli was eaten per person in 2010.This service provides

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