Exam 7: Marketing Research: From Customer Insights to Actions

In evaluating whether its Facebook and Twitter social media programs are working well, Carmex considered using various marketing metrics. One metric it chose was __________, which provides the percentages of Internet Carmex mentions that are positive, neutral, or negative.

A(n) __________ is a type of forecast that involves estimating the value to be forecast without any intervening steps.

A collection of databases, or __________, is where a firm's ocean of marketing data is stored.

In marketing experiments, the independent variable is the __________ and the dependent variable is the __________.

What type of experiment is conducted when a food company offers a product for sale in a small geographic area to help it evaluate potential marketing actions?

If a marketing manager queries a marketing information system to determine the effect of three different levels of price for a new product, he is using __________.

An advantage of using a panel of consumers for marketing research is

Facts and figures that are newly collected for a project at hand are referred to as

Which of the following statements concerning ethnographic research is most accurate?

When a marketing manager begins asking "what if" questions to determine how changes in a factor like price or advertising affect marketing results like sales or profits, she is performing a(n) __________ analysis.

A(n) __________ question allows respondents to express opinions, ideas, or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.

-Figure 7-7 above depicts what type of statistical forecasting?

A(n) __________ scale is a five-point scale in which the opposite ends have one- or two-word adjectives that have opposite meanings.

Grape-Nuts was one of the first cereals Post Cereal Company ever marketed. It scores well in brand awareness studies, but recently its sales have been steadily declining. Rather than assume the product was a "dog," the Grape-Nuts marketing manager decided Post should first

Once the data has been collected and analyzed, it must be presented in a clear concise form. Explain how marketing dashboards can help in this process.

Brand guru Martin Lindstrom believes that traditional marketing research is wasted because

Drawing conclusions about every woman who leases a car in a particular zip code from a representative sample of 250 women in that zip code who lease a car is called

A sales forecast refers to

In marketing experiments, the independent variables of interest, sometimes called the marketing __________, are often one or more of the marketing mix elements.

A disadvantage of the mall intercept interview method is