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Exam 8: Marketing Research: From Customer Insights to Actions

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Question 151

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When conducting marketing research,why would you ask the questions,"Did you like the ending?" after the test screening of a movie?

A) screen out people who simply want a free movie ticket
B) change or clarify the ending of the movie
C) determine the relationship between ticket prices and happy endings of movies
D) identify people who frequently attend movies
E) separate those aware of the movie ending from those who are not aware

F) B) and D)
G) D) and E)

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Question 152

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Members of the Book Promoters Association of Canada recently questioned what could be done to rejuvenate the Canadian book publishing industry.Some members claimed the problem was that many Canadian bookstores had been replaced by Walmarts.Others said the problem was with stodgy advertising.Still others believed the problem was caused by too little money being budgeted to fund marketing programs.The best way to identify the problem would be to use __________.

A) market analysis
B) marketing management
C) a marketing audit
D) marketing research
E) data mining

F) B) and D)
G) A) and E)

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Question 153

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Consider Figure 8-4: Question 2 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 2 illustrates which type of question format?

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

Data refer to the

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

Several years ago,SwissAir made some unwise investments to pay for a planned expansion.As a result,the company had to make some cost-cutting moves that alienated its customers.Eventually,the company declared bankruptcy,regrouped,and found itself able to resume business.Its board of directors recently announced that the company would resume flying if it could prove that the airline could regain at least 75 percent of its lost customers.It decided to allocate $50,000 to determine the likelihood that its former customers would fly on the airline again and find methods requiring little or no money that could be used to increase that probability.This description represents which step in the marketing research approach?

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

Figure 8-2B above shows that primary data may be divided into three related parts.If "C" represents data collected from mechanical,personal,or neuromarketing methods,which type of data is "C?"

Consider Figure 8-4: Question 1 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 1 illustrates which type of question format?

Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions.What does "C" represent?

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

What are the two most common constraints in marketing problem solving?

Surveys that enable the interviewer to be flexible in asking probing questions or getting reactions to visual materials would be best conducted using

Eppie's Used Cars wanted to determine whether straight price discounting worked better than a free gift.It ran two different television commercials on alternate Wednesdays.Commercial A offered 20 percent off the Kelley Blue Book price for any 4-wheel-drive vehicle on the lot while Commercial B offered a free tent with the purchase of any 4-wheel-drive vehicle at the Kelley Blue Book price.The offer was the __________ variable.How many people responded to each type of offer was the __________ variable,and would suggest whether straight discounting or a gift incentive was the better strategy for increasing traffic.

The practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products is called __________ hunting.

When a marketing researcher uses a collection of reports,customer letters,financial statements,and surveys from different departments within her firm,she is using

In marketing research,the term sampling refers to

The extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions is referred to as

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