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Exam 8: Marketing Research: From Customer Insights to Actions

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Question 51

Multiple Choice

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

A) "A"
B) "B"
C) "C"
D) "D"
E) "E"

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

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Question 52

Multiple Choice

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__________ involves operating computer networks that can store and process data to extract hidden information from large databases such as households' product purchases,TV viewing behavior,and responses to coupon or free-sample promotions.

A) Data mining
B) Environmental scanning
C) Computerization
D) E-marketing
E) Information technology

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

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Question 53

Multiple Choice

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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?

What is a cross tabulation? What its advantages and disadvantages as a technique for organizing and presenting marketing data?

Children's accessory and toy store Red Carpet Baby! uses U.S.Census Bureau information to determine the number of families with children under age 5 for each state in its market area.Data obtained from this source are called __________.

The U.S.Census Bureau website

In trend extrapolation,the forecasting technique that involves using a straight line is called __________.

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

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

When customers have their groceries scanned at the supermarket checkout counter,the data are collected and processed by tracking services such as SymphonyIRIGroup's (IRI) InfoScan.Consumer product firms like Proctor & Gamble use data collected by IRI to allocate scarce marketing resources.Which of the following data are NOT collected at retail checkout counters?

In Figure 8-8 above,the line identified as "A" indicates a(n)

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

Offering a product for sale in a small geographic area to help evaluate potential market actions is called a(n) __________.

Several market research companies pay households and businesses to record all their purchases using a paper or electronic diary,which allows for an economical way to collect consistent data over time.These data are referred to as __________.

In evaluating whether its Facebook and Twitter social media programs are working well,Carmex considered using various marketing metrics.One metric it chose was __________,which provides the percentages the percentage of Internet Carmex share of voice mentions that are positive,neutral,or negative.

There are three actions a marketing manager must take in the final step of the five-step marketing research approach.What are they?

The type of question you are answering right now is an example of a(n) __________ question.

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

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

Filmmakers want movie titles that use the same factors that make a good brand name.They must be __________.