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Exam 8: Marketing Research: From Customer Insights to Actions

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Question 121

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A ________ is a sample of consumers or stores from which researchers take a series of measurements.

A) representative group
B) jury of executive opinion
C) panel
D) survey of experts
E) focus group

F) C) and D)
G) A) and C)

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Question 122

Multiple Choice

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Sherrie sold about $800 worth of produce last weekend at a farmer's market, but it was sunny and warm both days. This Saturday and Sunday are both supposed to be rainy, so she thinks fewer people will attend. She estimates she'll only sell about three-fourths of her total for last time, or $600. This is an example of

A) a direct forecast.
B) a lost-horse forecast.
C) a buyers' intentions forecast.
D) an indirect forecast.
E) an incremental forecast.

F) A) and B)
G) A) and C)

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Question 123

Multiple Choice

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In marketing, ________ are ideas about products or services.

Members of the Book Promoters Association of Canada recently questioned what could be done to rejuvenate the Canadian book publishing industry. Some claimed the problem was that many Canadian bookstores had been replaced by Amazon.com. Others said the problem was stodgy advertising. Still others believed the problem was small budgets for marketing programs. The best way to identify the problem would be to use

A publishing company sponsors a discussion session with seven college instructors who use a specific management textbook. The instructors meet with a moderator who asks their opinions about the textbook, its instructor's manual, and its video and written cases. This is

Analyzing data and presenting the results of this analysis would take place during which step of the five-step marketing research approach?

When customers have their groceries scanned at the supermarket checkout counter, data regarding product sales and coupon redemptions are collected and processed by tracking services such as IRI's InfoScan. Consumer product firms such as Procter & Gamble use data collected by IRI to allocate scarce marketing resources. For P&G, such data should be considered

Obtaining primary and secondary data would take place during which step of the five-step marketing research approach?

Analyzing the data obtained during the marketing research project and presenting the results take place during which step of the five-step marketing research approach?

IBM, Tesla, and Amazon are using ________ to operate Watson, guide self-driving cars, and make purchase recommendations, respectively.

Facts and figures obtained by watching, either mechanically or in person, how people actually behave are referred to as ________ data.

Figure 8-2 -Figure 8-2 above shows that secondary data may be divided into two related parts. If Box A represents marketing input and outcome data (budgets, call reports, customer communications, etc.) , which type of data is A?

Penningtons Superstore specializes in plus-size fashions for women. It was considering adding a line of teen plus sizes to its stores, 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

Mechanical, personal, or neuromarketing methods are ways that ________ data can be collected.

All of these are advantages to using cross tabulations to organize and present marketing data except which?

Facts and figures that have already been recorded before the project at hand are referred to as

All of the following are downsides to data mining except which?

Good marketing research requires great care especially because of inherent difficulties in asking consumers questions. What are the three basic problems faced by marketing researchers when trying to assess consumers' willingness to buy products or services with which they are not familiar?

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

________ surveys are usually biased because those most likely to respond are those who have had especially positive or negative experiences with the product or brand.