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Exam 7: Marketing Research: From Customer Insights to Actions

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Question 91

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Which of the following statements concerning marketing research is most accurate?

A) The primary purpose of marketing research is to collect data,for historical purposes.
B) When collecting marketing research,people may not be willing to tell you what you want to know if it is potentially embarrassing.
C) Marketing research,if done properly,will always result in a positive marketing result.
D) People are just as able to give accurate information about products they have only heard about as those they have actually used.
E) Among those people who participate in market research studies,there is an almost perfect correlation between a respondent's stated intentions and his/her actual buying behavior.

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Question 92

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A publishing company sponsors an informal one-time-only session with seven college instructors who use a given principles of management textbook.The instructors meet with a moderator who asks their opinions about the textbook,its instructor's manual,its PowerPoint slides,and its video and written cases.This is an example of a(n)

A) jury of executive opinion.
B) consumer panel.
C) information forum.
D) focus group.
E) depth interview.

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Question 93

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

Movie studios use market research to reduce their risk of losses by hiring firms like the National Research Group to conduct test screenings and tracking studies.Often,300 to 400 prospective moviegoers are recruited to attend a "sneak preview" of a film before its release.After viewing the movie,the audience fills out an exhaustive survey to

Measures of success refer to

When Procter & Gamble acquired the Old Spice brand,it decided to reposition the brand by using a different advertising message to see whether sales would increase.The new advertising message is the __________ in this marketing experiment.

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

GI Designs,a copper furniture manufacturer,increased the price on its copper tabletops by 20 percent for three months to see what the effect would be on its sales.The change in sales is the __________ in this three-month experiment.

Drawing conclusions about every woman who wears a size 14 or larger in a particular zip code from a representative sample of 250 women in that zip code who wear a size 14 or larger would be

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

Which of the following statements represents a possible measure of success in Step 1-define the problem of the five-step marketing research approach?

Data obtained by manipulating factors under tightly controlled conditions to test cause and effect is an example of

In marketing,a conscious choice made from among two or more alternatives is referred to as

Making recommendations,implementing those recommendations,and evaluating the results would take place during which step of the five-step marketing research approach?

The J.D.Power & Associates and other market research firms recruit groups of consumers for __________,each of whom are paid to record all of their purchases on a regular basis.Businesses pay firms like J.D.Power for their reports that answer the question,"How many times did our customers buy our products this year compared to last year?"

Specifying constraints,identifying data needed for marketing actions,and determining how to collect data,would take place during which step of the five-step marketing research approach?

When Karsh & Hagan Advertising Agency uses information found in Nielsen Television Index Ranking Report published by Nielsen Media Research to plan television advertising schedules for its clients,it is relying on __________ data.

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

Primary data refer to

The Internet sites STAT-USA and the U.S.Census Bureau