Exam 7: Marketing Research: From Customer Insights to Actions

Best Western International, Inc., a national hotel chain, paid couples to film themselves as they spent three to seven days on a cross-country trip. Best Western found that women usually decide when to pull off the road, where to stay overnight, and what amenities the lodging should have to make their stay more enjoyable. These couples made choices in a typical environment, providing __________ research to Best Western.

The fourth step of the marketing research approach is to __________.

The total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts is referred to as the

Pennington's Superstore, which specializes in plus-size fashions for women, wanted to determine if it should add a line of plus-size junior wear. The following statement reflects which step in the five-step marketing research approach?: "To compare the effectiveness of offering products for the teenage market in our current stores versus opening separate stores targeted directly to this market, let's distribute questionnaires to current shoppers and solicit their opinions, set up some focus groups with plus-size teens, and locate any relevant secondary research."

Two important advantages of secondary data are that they are __________ and __________.

The fifth step of the marketing research approach is to __________.

Published data from outside the organization are referred to as __________ data.

When Marine Midland Bank sent market researchers with surveys door-to-door in the neighborhoods surrounding its branch banks to ask people with savings accounts why they did not also have checking accounts and credit cards with Marine Midland, they were gathering __________ data.

Data mining refers to

The __________ method has two advantages over other traditional methods of data collection: the cost is relatively minimal and the turnaround time for data collection to report presentation is much quicker.

Two key elements in deciding how to collect marketing data are __________ and __________.

There are three actions a marketing manager must take in the final step of the five-step marketing research approach. What are they?

"Why do you smoke cigarettes?" is an example of which type of question?

Why can't a marketing manager's decision-making process stop when he or she has chosen the best alternative to solving a problem?

The 2012 __________ contains data on the number and sales of establishments in the United States that produce a product or service based on its geography, industry sector, and North American Industry Classification code.

One test of whether marketing research should be done is if

What is data mining and why is it used in marketing research?

Based on __________, the Campbell's Soup Company changed the labels of most of its soup cans.

Setting research objectives and identifying possible marketing actions that might result from the research would take place during which step of the five-step marketing research approach?

Marketing researchers use tracking studies immediately before an upcoming film's release to