Exam 7: Marketing Research: From Customer Insights to Actions

There are three key elements when defining a marketing research problem. One of these is __________.

In the world of marketing, __________ are ideas about products or services.

In conducting marketing research on Facebook, Carmex is considering using a marketing metric that measures how active its Facebook audience is with Carmex, such as when consumers post a comment on the Carmex wall or reply to one of the Carmex posts. This metric is called Carmex

The Internet website USA.gov

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

The approaches that can be used to collect data to solve all or part of a marketing research problem are referred to as

A potential difficulty with experiments like test markets is that outside factors, such as the actions of competitors, can distort the results by affecting __________, such as sales.

All of the following are idea evaluation methods EXCEPT:

Secondary data are the

All of the following are challenges marketers face when conducting marketing research EXCEPT:

A disadvantage of a __________ is that the marketing research firm needs to recruit new members continually to replace those who drop out.

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 quantifies the number of Carmex mentions on the Internet as a percentage of all mentions of major lip balm brands.

What is the basic difference between primary and secondary data, and what are the advantages and disadvantages of each?

All of the following are examples of marketing outcome data EXCEPT:

The U.S. Census Bureau publishes the __________, which is conducted every five years and contains detailed information on the number and sales of U.S. establishments that produce goods or resources.

A test market for a new Kellogg's cereal is an example of

Questionnaire data refer to

A survey by the Economic Research Service of the U.S. Department of Agriculture, government statistics from the Department of Commerce, and stock market information from The Wall Street Journal would all be examples of

Red Carpet Baby!, a children's accessory and toy store, is considering expanding the size of the store. The manager queries its marketing database to understand how a change in square footage might impact sales. She is performing a(n) __________.

Marketers are increasingly using online surveys to collect primary data. One advantage is that