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Exam 8: Marketing Research: From Customer Insights to Actions

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Question 21

Multiple Choice

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Lost-horse forecasting involves

A) admitting that the actions you have taken in the past have failed and removing those and similar actions from your list of alternatives.
B) starting with the last known value of the item being forecast,listing the factors that could affect the forecast,assessing whether they have a positive or negative impact,and making the final forecast.
C) making decisions without any intervening steps.
D) following a prescribed set of "directives" established before the research was even begun.
E) selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect.

F) B) and E)
G) B) and C)

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Question 22

Multiple Choice

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________ surveys are the best choice if a marketing researcher wants flexibility in asking probing questions or getting reactions to visual materials.

A) Personal interview
B) Mail
C) Telephone
D) Fax
E) Online

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

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Question 23

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A(n) ________ is a method of presenting and analyzing data involving two or more variables to discover relationships in the data.

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

________ is often conducted with observers behind a one-way mirror watching a discussion among people about topics of interest to marketers.

A common way of collecting questionnaire data to generate ideas that involves a single researcher asking questions of one respondent is referred to as a(n)

Researchers for Frito-Lay discovered that matte beige bags of potato chips picturing potatoes and other healthy ingredients in the snack do not trigger activity in the anterior cingulate cortex,an area of the brain associated with feelings of guilt,as much as shiny bags with pictures of chips.Frito-Lay then switched out of shiny packaging in the United States shortly thereafter.This is an example of using

Marketing researchers must use the combination of data,technology,and analytics to convert the data into useful information that will answer marketing questions and lead to effective marketing actions.An organization that accomplishes this successfully is often referred to as a(n)

The facts and figures related to a research problem are referred to as

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

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

Test screenings and tracking studies are examples of market research techniques used in the movie industry to

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

A new field of marketing research that focuses on the presentation of analysis results is known as

GI Designs,a copper furniture manufacturer,increased the price on its copper tabletops by 20 percent for three months to see what the effect would be on its sales.The price increase is the ________ in this three-month experiment.

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

McDonald's tested its delivery service in three Florida cities to assess consumer interest before deciding to expand to 20,000 of its restaurants.Which type of experiment was conducted here?

The approaches that can be used to collect data to solve all or part of a marketing research problem are referred to as

Measures of success are

A general rule of thumb among marketing researchers is to use ________ first and then collect