Exam 7: Marketing Research: From Customer Insights to Actions

When a marketing researcher uses a collection of reports, customer letters, financial statements, and surveys from different departments within her firm to make marketing decisions today, she is using

When customers have their groceries scanned at the supermarket checkout counter, the data are collected and processed by tracking services such as IRI's InfoScan. Consumer product firms like Procter and Gamble use data collected by IRI to allocate scarce marketing resources. Which of the following data are NOT collected at retail checkout counters?

Sherrie sold about $800 worth of produce last weekend at a Farmer's Market, but it was sunny and warm both days. This Saturday and Sunday are both supposed to be rainy, so she thinks fewer people will attend. She estimates she'll only sell about 3/4 of her total for last time, or $600. This is an example of a(n)

Facts and figures that have already been recorded before the project at hand are referred to as

The retail mall owner told the marketing researcher, "We have the option of staying open late twice a week or opening up an hour early every day. We need to know which will be most profitable since we cannot do both. The decision must be made in 11 weeks and we only have $10,000 budgeted for this research project." In which step of the marketing research process would the owner determine this budget and time frame?

List the elements of an information technology system used to help answer marketing questions.

-According to Figure 7-1 above, what does D represent in the marketing research process?

Children's accessory and toy store Red Carpet Baby! uses U.S. Census Bureau information to determine the number of families with children under age 5 for each state in its market area. Data obtained from this source are called __________.

The Journal of Marketing Research and the Journal of Marketing provide

-According to Figure 7-1 above, obtaining primary data occurs during which step of the five-step marketing research approach?

GI Designs, a copper furniture manufacturer, increased the price on its copper tabletops by 20 percent for three months to see what the effect would be on its sales. The change in sales is the __________ in this three-month experiment.

Marine Midland Bank sent market researchers door-to-door in the neighborhoods surrounding its branch banks. Each researcher wanted to spend 15 minutes talking with a head of the household about his or her savings accounts to discuss why he or she did not also have checking accounts and credit cards with the bank. Marine Midland researchers were using __________ to collect these data.

A special kind of individual interview in which researchers ask lengthy, free-flowing kinds of questions to probe for underlying ideas and feelings is called a(n)

-According to Figure 7-1 above, analyzing the data occurs during which step of the five-step marketing research approach?

Nielsen Media Research collects national TV ratings by using a "people meter." This is a box that is attached to TV sets, VCRs, DVRs, cable boxes, and satellite dishes in about 20,000 households across the country. A viewer uses the remote to signal the people meter that he or she is watching a TV program. The box then transmits the viewing information to the Nielsen Company. The information Nielsen is collecting is referred to as __________.

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to deal with claims. It wants to introduce its product into new markets, but before it does so, it wants to predict how successful its sales efforts will be. The marketing research firm hired to conduct the research study has six months to gather, analyze, and present its data to DirectProtect. The required time frame is an example of a(n)

People posing as customers, who are paid to check on the quality of a company's products and services and write a detailed report on the experience, are referred to as __________.

A(n) __________ question is the simplest form of a fixed alternative question that allows only a yes or no response.

All of the following are downsides to data mining EXCEPT:

Marketing research refers to