Exam 7: Marketing Research: From Customer Insights to Actions

A) Define the problem.
B) Develop the research plan.
C) Collect relevant information.
D) Develop findings.
E) Take marketing actions.

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A direct forecast involves estimating th...

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A) is useful only to help a researcher better define the problem next time.
B) is used to develop the research plan.
C) is a form of primary research.
D) is used to develop findings.
E) consists of lessons learned that can improve each of the steps.

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A) questionnaire
B) internal secondary
C) external secondary
D) observational
E) promotional sales

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A) pattern changes from year to year.
B) pattern is always a straight line.
C) slope of the line is tied directly to profits.
D) shape of the pattern is a hyperbola.
E) pattern follows an S-shaped curve.

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A) one service can collect, analyze, interrelate, and present this disparate information.
B) all data collection and analysis is computerized, so the results obtained are almost instantaneous.
C) members of the firm can be included in the analysis of data, making the results more reliable.
D) the service gets paid on a percentage basis; the better the information, the higher the fee.
E) firms using these services get discounts if they share their customer data with competitors.

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A) Ethnographic research was specifically designed to use in global markets to help marketers understand cultural diversity and ethnocentrism.
B) Ethnographic research employs the use of genealogical data to track purchase behaviors through family lines.
C) Ethnographic research relies on physiological responses such as heart rate, breathing rate, and stress levels to obtain objective data.
D) Ethnographic research uses trained researchers to discover subtle behavioral and emotional reactions as consumers encounter products in their natural use environment.
E) Ethnographic researchers use videotapes to eliminate miscues of subtle emotional reactions that can skew market research results.

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Methods can include asking someone for i...

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A) Personal observation is more accurate than ethnopsychic research because the observer/analyst is able to pick up subtleties in the respondent's body language, speech patterns, and facial movements that are often missed by other data collection methods.
B) Personal observation is especially suited for small businesses that need the research data but cannot afford more expensive data collection methods.
C) Personal observation is very effective since it can reveal not only what people do, but also effectively determine why they do it.
D) Personal observation is both useful and flexible, but has reliability issues if different observers watching the same event report different results.
E) With personal observation, different observers will reliably report the same conclusions when watching the same event, such as people brushing their teeth.

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A) statistical data.
B) empirical data.
C) secondary data.
D) primary data.
E) inferential data.

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A) update the flavor of the cereal by making it slightly sweeter.
B) increase the amount spent on advertising and sales promotion.
C) do marketing research to identify what needs were not being satisfied.
D) hire additional salespeople who were younger and more assertive to contact grocery stores.
E) realign Grape-Nuts as a "star" and increase production.

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A) a Likert scale
B) a dichotomous
C) an open-ended
D) a fixed alternative
E) a semantic differential

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A) subliminal marketing
B) permission marketing
C) ultrasense marketing
D) optimization marketing
E) neuromarketing

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A) ethnographic
B) cultural
C) genealogical
D) sociological
E) physiological

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A) facts and figures that are newly collected for a project at hand.
B) facts and figures that have already been recorded before the project at hand.
C) facts and figures obtained by watching people mechanically rather than in person.
D) facts and figures obtained by asking people questions through the use of information technology.
E) conclusions developed from information obtained from a representative sample of a population.

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A) internal secondary data.
B) interactive industry data.
C) sensitivity data.
D) external secondary data.
E) observational data.

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A) sell information on trade activity collected by the U.S. government.
B) are portals to all government websites that can be found by topic or keyword.
C) provide information in online databases and an index of blogs by primary topic.
D) are the most popular online portals in which to enter keywords or topics for specific searches.
E) provide up-to-the-minute business news and video clips about companies, industries, and trends.

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A) questionnaire data
B) mined data
C) secondary data
D) patented data
E) observational data

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