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Exam 8: Marketing Research: From Customer Insights to Actions

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Question 81

Multiple Choice

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DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to deal with claims.It wants to introduce its product into new markets, but before it does so, it wants to have a prediction of how successful its sales efforts will be.One of the first things researchers did was to invite in a group of eight people with insurance to talk about home and auto insurance.Their conversation was recorded and later analyzed to determine if there were any differences between customers from different countries.This was an example of a(n)

A) experiment.
B) mechanical observation.
C) focus group.
D) research experiment.
E) in-depth interview.

F) A) and B)
G) B) and D)

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Question 82

Multiple Choice

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The method of __________ involves drawing conclusions about a population from a sample taken from that population.

A) nonprobability sampling
B) probability sampling
C) extrapolation
D) statistical inference
E) criteria sampling

F) B) and E)
G) B) and D)

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Question 83

Multiple Choice

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Which of the following statements concerning personal observation is most accurate?

Brand guru Martin Lindstrom believes that __________ of consumers' thoughts, feelings, or preferences toward products, brands, and advertisements resides deep within the subconscious part of the brain and can't be understood using traditional techniques.

FIGURE 8-14 -Question 2 in the Wendy's Survey in Figure 8-14 above, illustrates which type of question format?

What are two common constraints in marketing problem solving?

A(n) __________ question requires respondents to select one or more response options from a set of predetermined choices.

The total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts is referred to as

When a marketing manager begins asking "what if" questions to determine how changes in a factor like price or advertising affect marketing results like sales or profits, she is performing a(n) __________ analysis.

A disadvantage of mall intercept interviews is

Concept tests of plots using surveys, testing of marketing campaigns, sneak previews, and tracking studies are all examples of market research techniques.Collectively, they are used in the movie industry to

When Home Depot entered the Quebec market, two percent of the population was aware of the retail chain.To determine how effective its advertising was in the first 18 months of its presence in the Canadian province, it conducted awareness research for a second time.Prior to conducting the research, it was decided that if at least 50 percent of the population were aware of the Home Depot brand that it would continue its present advertising program.This is an example of a(n)

A survey asked the question "Have you used toothpaste in the last twelve months? _____ Yes _____ No" The results of this question show that 92.6 percent of the people in New York City have used toothpaste in the last twelve months and 87.2 percent of people in Los Angeles have used toothpaste during the same period.This information was gathered by using which type of question?

Twitter, Facebook, and LinkedIn are all examples of __________ that are used to communicate with and share opinions among friends, family, and other like-minded individuals.

FIGURE 8-12 -Question 1 in the Wendy's Survey in Figure 8-12 above, illustrates which type of question format?

Grape-Nuts was one of the first cereals Post Cereal Company ever marketed.It scores well in brand-awareness, but recently its sales have been steadily declining.Rather than assume the product was a dog, the Grape-Nuts marketing manager decided Post Cereal Company should first

Trend hunting is the practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products.Trend Hunter has identified over 73,000 "__________" through its global network of 39,000 spotters and features several of these trends on its daily Trend Hunter TV broadcast via its Web site.

The extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions is referred to as

The raw data that Ford Consulting Group (FCG) sort and compile on a daily basis from sources such as ACNielsen's ScanTrack and Information Resources' InfoScan come from

FIGURE 8-1 -According to Figure 8-1 above, when conducting marketing research, why would you ask the questions, "Did you like the ending?" and "If not how would you change it?" after the test screening of a movie?