Exam 7: Marketing Research: From Customer Insights to Actions

The method of __________ involves generalizing the results from the sample to much larger groups of distributors, customers, or prospects to help decide on marketing actions.

Decision making is the act of

The type of question you are answering right now is an example of a(n) __________ question.

The final step in the five-step marketing research approach includes making action recommendations, implementing action recommendations, and __________.

What kind of question is the following? "Place an 'X' in the space that describes your feelings about this test." Easy __ __ __ __ __ Difficult

Fisher-Price watches young children play with its toys to determine if and how various products should be changed or improved. Fisher Price is collecting __________ data.

Penningtons Superstore specializes in plus-size fashions for women. It recognized a potential marketing opportunity in plus-size junior clothes and was considering adding a line of teen plus-sizes to its 117 stores. Before doing so, it contracted with a marketing research firm to make sure that the teen plus-size market was a viable one. Decision makers needed the results of its study by September 15 so Penningtons could introduce the line the following March, if the market was viable. The major constraint for research here is __________.

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

Martin Lindstrom merged __________ and marketing and presented his controversial findings in his breakthrough book Buy-ology.

Figure 7-6A: Annual Sales of Tony's Pizza and Figure 7-6B: Average Annual Sales of Tony's Pizza per Household -Interpret and contrast Figure 7-6A and Figure 7-6B for Tony's Pizza. What findings would you present based on this information?

A(n) __________ 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.

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

After qualifying by having seen at least six movies in the last year, members of tracking studies for a new movie are asked three key questions, one of which is __________

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

-In Figure 7-7 above, the line identified as A indicates a(n)

What type of scale is the following? "Indicate your degree of agreement with the following statement: Marketing is an interesting subject" by checking one of the responses below. ( ) Strongly Agree ( ) Agree ( ) Disagree ( ) Strongly Disagree

Specifying constraints, identifying data needed for marketing actions, and determining how to collect data, would all take place during which step of the five-step marketing research approach?

LEGO MINDSTORMS Photo -Consider the LEGO MINDSTORMS photo above. If the marketing research measure of success is assembly time for a particular design meant for middle-school students, which would be the best possible marketing action if the results of a marketing research study concluded, "All ten teams could assemble Design B in 20 minutes but only 3 teams completed Design A"?

A general rule of thumb among marketing researchers is to use __________ first and then collect __________.

Filmmakers want movie titles that use the same factors that make a good brand name. They must __________.