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Exam 7: Marketing Research: From Customer Insights to Actions

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Question 51

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Watch was a teen publication given out free to high school students,but the publication was unable to deliver the response rates to coupons or sample offers that its advertisers expected.After defining the problem,its publisher developed a research plan,gathered information from teen focus groups,analyzed the findings,and replaced Watch magazine with Fuel for boys and Verve for girls.How would a marketer judge the publisher's actions?

A) Why fix something that is not broken? The magazine was still attracting some advertisers.
B) It made a big deal out of a small decline-a few copy changes would have been enough.
C) The approach it took was too complicated and costly to provide an effective solution to the problem.
D) It took a systematic approach to analyzing the problem and responded to its advertisers' concerns.
E) This publisher used an approach that works for corporations but will just waste time for a small publisher.

F) A) and E)
G) A) and D)

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Question 52

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After defining the problem,the next step in the five-step marketing research approach is to

A) develop the research plan.
B) evaluate the results.
C) examine the alternatives.
D) enumerate the uncertainties.
E) experiment.

F) A) and B)
G) A) and C)

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Question 53

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According to research conducted by Canadian cultural anthropologists,Canadians place a high importance on personal relationships.This leads them to be extremely reluctant to buy through an impersonal medium like a telephone.For an insurance company that was hoping to sell insurance through telemarketers,this research would be an example of

The facts and figures obtained by asking people about their attitudes,awareness,intentions,and behaviors are referred to as

A specialized observational approach in which trained observers seek to discover subtle behavioral and emotional reactions as consumers encounter products in their "natural use environment," is referred to as __________research.

A marketing research approach that uses a discussion leader to interview 6 to 10 past,present,or prospective customers is referred to as

What is the marketing research term for the specific,measurable goals the decision-maker seeks to achieve in conducting the marketing research?

The 2007 __________ contains data on the number and sales of establishments in the United States that produce a good or service based on its geography,industry sector,and North American Industry Classification code.

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

Several years ago,SwissAir made some unwise investments to pay for a planned expansion.As a result,the company had to make some cost-cutting moves that alienated its customers.Eventually,the company declared bankruptcy,regrouped,and found itself able to resume business.Its board of directors recently announced that the company would resume flying if it could prove that the airline could regain at least 75 percent of its lost customers.It decided to allocate $50,000 to determine the likelihood that its former customers would fly on the airline again and find methods requiring little or no money that could be used to increase that probability.This description represents which step in the marketing research approach?

Penningtons Superstore,which specializes in plus-size fashions for women,wanted to determine if it should add a line of plus-size junior wear.The following statement reflects which step in the five-step marketing research approach?: "To compare the effectiveness of offering products for the teenage market in our current stores versus opening separate stores targeted directly to this market,let's distribute questionnaires to current shoppers and solicit their opinions,set up some focus groups with plus-size teens,and locate any relevant secondary research."

Briefly explain what a marketing "driver" is.Give three examples.

Eppie's Used Cars wanted to determine whether straight price discounting worked better than a free gift.It ran two different television commercials on alternate Wednesdays.Commercial A offered 20 percent off the Kelley Blue Book price for any 4-wheel-drive vehicle on the lot while Commercial B offered a free tent with the purchase of any 4-wheel-drive vehicle at the Kelley Blue Book price.The offer was the __________ variable.How many people responded to each type of offer was the __________ variable,and would suggest whether straight discounting or a gift incentive was the better strategy for increasing traffic.

A survey by the Economic Research Service of the U.S.Department of Agriculture,government statistics from the Department of Commerce,and stock market information from The Wall Street Journal would all be examples of

When a marketing researcher uses a collection of reports,customer letters,financial statements,and surveys from different departments within her firm,she is using

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

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

Facts and figures obtained by watching,either mechanically or in person,how people actually behave are referred to as __________ data.

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

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.