Exam 7: Marketing Research: From Customer Insights to Actions

When Procter & Gamble acquired the Old Spice brand, it decided to reposition the brand by using different television and print advertising to see whether sales would increase. The level of sales is the __________ in this experiment.

Carma Laboratories, Inc., the maker of Carmex lip balm, used __________ to conduct marketing research to understand the nature of online conversations about lip balm.

Observational data refer to

Effective decision makers rely on criteria or standards known as __________ that are used in evaluating proposed solutions to a problem.

Researchers for Frito-Lay discovered that matte beige bags of potato chips picturing potatoes and other healthy ingredients in the snack do not trigger activity in the anterior cingulate cortex, an area of the brain associated with feelings of guilt, as much as shiny bags with pictures of chips. Frito-Lay then switched out of shiny packaging in the United States shortly thereafter. This is an example of using

What is the difference between a semantic differential scale and a Likert scale?

Data obtained by manipulating factors under tightly controlled conditions to test cause and effect is an example of

A picture or verbal description of a product or service a firm might offer for sale is referred to as a(n)

After defining the problem and developing the research plan, the next step in the five-step marketing research approach is to

Measures of success refer to

Which of the following is NOT a disadvantage of online surveys?

In a marketing decision, constraints refer to

The J.D. Power & 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 like 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?"

Which of the following statements represents a possible measure of success in the first step of the five-step marketing research approach, defining the problem?

The process of selecting elements from a population, collecting data from them, and using it as representative of all those a researcher is interested in is referred to as

Members of the Book Promoters Association of Canada recently questioned what could be done to rejuvenate the Canadian book publishing industry. Some claimed the problem was that many Canadian bookstores had been replaced by Amazon.com. Others said the problem was stodgy advertising. Still others believed the problem small budgets for marketing programs. The best way to identify the problem would be to use __________.

Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30, 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 a closed-end question that might have been asked?

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

In a decision, the restrictions placed on potential solutions to a problem are referred to as

Offering a product for sale in a small geographic area to help evaluate potential market actions is called a(n) __________.