Exam 7: Marketing Research: From Customer Insights to Actions

9. As head of the household, please answer the following questions about you and your household. [Check only one for each item.] a. What is your gender? $\quad$$\square$ Male $\quad$ $\square$ Female b. What is your marital status? $\quad$$\square$ Single $\quad$$\square$ Married $\quad$$\square$ Other (widowed, divorced, etc.) c. How many children under age 18 live in your home? $\quad$$\square$ 0 $\quad$$\square$ 1 $\quad$ $\square$ 2 $\quad$ $\square$ 3 $\text { or more }$ d. What is your age? $\quad$ $\square$ Under 25 $\quad$ $\square$ 25 - 44 $\quad$ $\square$ 45or older e. What is your total annual individual or household income? $\quad$ $\square$ Less than $ 15,000 $\quad$ $\square$ $ 15,000 - 49,000 $\quad$ $\square$ Over $\$ 49,000$ -Consider Figure 7-4: Question 9 above, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Which of the following statements most likely explains why Question 9 was included in the questionnaire?

A survey of buyers' intentions forecast involves

Several years ago, SwissAir made some unwise investments to pay for a planned expansion. As a result, the company had to make some cost-cutting moves that alienated its customers. Eventually, the company declared bankruptcy, regrouped, and found itself able to resume business. Its board of directors recently announced that the company would resume flying if it could prove that the airline could regain at least 75 percent of its lost customers. It decided to allocate $50,000 to determine the likelihood that its former customers would fly on the airline again and find methods requiring little or no money that could be used to increase that probability. This description represents which step in the marketing research approach?

-Consider the Marketing Research Method Photo above. What type of marketing research method is most likely being represented here, with observers behind a one-way mirror watching a discussion among people about topics of interest to marketers?

Several marketing data services provide information on household demographics and lifestyle, purchases, TV viewing behavior, etc. The principle advantage of these services is that

A specialized observational approach, in which trained observers seek to discover subtle behavioral and emotional reactions as consumers encounter products in their natural use environment, is referred to as __________ research.

The U.S. Census Bureau website

A fixed alternative question with three or more choices uses a(n) __________.

Many consumers buy soft drinks and potato chips together when they shop at a grocery, convenience, or mass merchandiser store. But when querying its marketing information system (MIS), one convenience store discovered that when consumers bought a sandwich, many also purchased toothpaste. This information was obtained from checkout scanner data from its stores nationwide. This convenience store used __________ to extract this hidden information from its MIS to find the statistical link between the two product categories.

Once a market researcher has defined the problem, developed the research plan, and collected the relevant information, what is the next step in the five-step marketing research approach?

Marketing teams must be vigilant in looking for ways to improve the analysis and results in order to learn lessons that might apply to future marketing research efforts. Evaluating the results of marketing research involves

The extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions is referred to as

Analyzing the data obtained during the marketing research project and presenting the findings take place during which step of the five-step marketing research approach?

Mechanical, personal, or neuromarketing methods are ways that __________ data can be collected.

The two main types of data are

Marketing information or data consists of secondary and primary data. Define each of these types of marketing information. Give examples for secondary and primary data.

Which of the following statements concerning personal observation is most accurate?

The purpose of Nielsen Media Research's "cross-platform television ratings" is to

"Have you been to a dentist within the past 6 months? ___ Yes ___ No?" is an example of which type of question?

-Figure 7-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does Box A represent?