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Exam 8: Marketing Research: From Customer Insights to Actions

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Question 71

Multiple Choice

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Martin Lindstrom merged __________ and marketing and presented his controversial findings in his breakthrough book Buy•ology.

A) genealogy
B) neuroscience
C) astrology
D) biochemistry
E) numerology

F) A) and B)
G) All of the above

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Question 72

Multiple Choice

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

A) dependent variable
B) extraneous variable
C) constraint
D) independent variable
E) error variable

F) All of the above
G) A) and E)

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Question 73

Multiple Choice

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disadvantage of a __________ is that the marketing research firm needs to recruit new members continually to replace those who drop out.

marketing research requires great care especially because of inherent difficulties in asking consumers questions.What are the three basic problems faced by marketing researchers when trying to assess consumers' willingness to buy products or services with which they are not familiar?

Marketing Research Method Photo C -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 120,000 "__________" through its global network of 71,000 members.

Figure 8-7 -Figure 8-7 above depicts what type of statistical forecasting?

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

Fisher-Price Photo -Nielsen Media Research collects national TV ratings by using a "people meter." This is a box that is attached to TV sets,VCRs,cable boxes,and satellite dishes in over 9,000 households across the country.A viewer uses the remote to signal the people meter that he/she is watching a TV program.The box then transmits the viewing information to the Nielsen Company.The information Nielsen is collecting is referred to as __________.

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

of the following are idea generation methods EXCEPT:

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

Prior to its production,Fisher-Price managers developed a(n) __________ for the Chatter Telephone that involved adding a noisemaker,wheels,and eyes to the basic telephone.

fourth step of the marketing research approach is to __________.

marketing experiments,the independent variable is the __________ and the dependent variable is the __________.

is the basic difference between primary and secondary data,and what are the advantages and disadvantages of each?

method of __________ involves generalizing the results from the sample to much larger groups of distributors,customers,or prospects to help decide on marketing actions.

can't a marketing manager's decision-making process stop when he or she has chosen the best alternative to solving a problem?

Marketing Research Method Photo A -Marine Midland Bank sent market researchers with surveys door-to-door in the neighborhoods surrounding its branch banks to ask people with savings accounts why they did not also have checking accounts and credit cards with Marine Midland,they were gathering __________ data.

Briefly explain the difference between a direct forecast and a lost-horse forecast.

Design is a small studio that designs and builds items such as fountains and tabletops made from copper.Greg,the owner,had a problem of how to increase sales and profits,so he developed a research plan to determine what landscape architects and interior designers wanted in copper furnishings and décor and the appropriate price for these items.He decided to interview representative designers as part of his approach.Greg was engaged in __________,the third step of the five-step marketing research approach.