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Exam 8: Marketing Research: From Customer Insights to Actions

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Question 61

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Briefly explain what a marketing experiment is.Include the definitions of dependent and independent variables and give examples of each.

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An experiment involves obtaining data by...

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Question 62

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Even though primary data can be especially valuable to an individual firm,secondary data is often used because

A) secondary data are much more up-to-date and tailored to a specific firm or industry.
B) secondary data,although far more expensive,are also much more reliable.
C) primary data are usually more costly and time consuming to collect.
D) primary data can be accessed by virtually anyone so the information generated loses much of its value.
E) primary data are less fact and figure based;they are more subjective and therefore more vulnerable to misinterpretation.

F) None of the above
G) A) and B)

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Question 63

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The final step in the five-step marketing research approach includes making action recommendations,implementing action recommendations,and __________.

Carma Laboratories,Inc. ,the maker of Carmex lip balm,used __________ to conduct marketing research to understand the nature of online conversations about lip balm.

A special kind of individual interview in which researchers ask lengthy,free-flowing kinds of questions to probe for underlying ideas and feelings is called a(n)

Information technology refers to

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and deal with claims.It wants to introduce its product into new markets,but before it does so,it wants to predict how successful its sales efforts will be.The first thing researchers did was invite a group of eight insured people to its headquarters to talk about home and auto insurance with a moderator.The purpose of this exploratory research was to gather information about the group members' attitudes toward insurance and their awareness of DirectProtect.Respondents' answers were recorded through the use the old "paper and pencil" method.While additional research still needs to be done,the marketing researchers were able to gather __________ data from the method they employed.

Effective decision makers develop specific __________,which are criteria or standards used in evaluating proposed solutions to the problem.

If a marketing manager queries a marketing information system to determine the effect of three different levels of price for a new product,he is using __________.

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

What marketing metric determines whether a TV program like American Idol remains on the Fox broadcast TV network?

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

According to Figure 8-1 above,"implement marketing actions" occurs during which step of the five-step marketing research approach?

Once a market researcher has defined the problem,developed the research plan,and collected the relevant information,what is the next step in the five-step marketing research approach?

After qualifying by having seen at least six movies in the last year,members of tracking studies are asked three key questions,one of which is __________.

Information in online databases consist of two categories: (1) indexes to articles in periodicals,and (2) statistical or financial data on markets,products,and organizations.These can be accessed either directly,via Internet search engines,or using

According to Figure 8-1 above,what does "B" represent in the marketing research process?

Figure 8-7D above shows that

People posing as customers,who are paid to check on the quality of a company's products and services and write a detailed report on the experience,are referred to as __________.

Research that provides ideas about a vague problem is referred to as