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Exam 7: Marketing Research: From Customer Insights to Actions

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Question 61

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

A) Ethnographic research was specifically designed to use in global markets to help marketers understand cultural diversity and ethnocentrism.
B) Ethnographic research employs the use of genealogical data to track purchase behaviors through family lines.
C) Ethnographic research relies on physiological responses such as heart rate, breathing rate, and stress levels to obtain objective data.
D) Ethnographic research uses trained researchers to discover subtle behavioral and emotional reactions as consumers encounter products in their natural use environment.
E) Ethnographic researchers use videotapes to eliminate miscues of subtle emotional reactions that can skew market research results.

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Question 62

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Considering the five-step marketing research approach leading to marketing actions, the feedback loop

A) is useful only to help a researcher better define the problem next time.
B) is used to develop the research plan.
C) is a form of primary research.
D) is used to develop findings.
E) consists of lessons learned that can improve each of the steps.

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Question 63

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In conducting marketing research on Facebook, Carmex is considering using a marketing metric that measures how active its Facebook audience is with Carmex, such as when consumers post a comment on the Carmex wall or reply to one of the Carmex posts. This metric is called Carmex

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

All of the following are examples of marketing input data except which?

When customers have their groceries scanned at the supermarket checkout counter, data regarding product sales and coupon redemptions are collected and processed by tracking services such as IRI's InfoScan. Consumer product firms such as Procter & Gamble use data collected by IRI to allocate scarce marketing resources. For P&G, such data should be considered

Set during the marketing research process, ________ are the specific, measurable goals the decision maker seeks to achieve in conducting the marketing research.

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell insurance and deal with claims. It wants to pursue new markets, but with some idea of how successful its sales efforts will be. Researchers invited a group of eight insured people to its headquarters to discuss their attitudes about home and auto insurance and awareness of DirectProtect. Responses were gathered on paper as ________ data.

The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions is referred to as

The Nielsen Television Index Ranking reports the rating of each TV program. With about 120 million TV households in the United States, a single rating point

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

J.D. Power and Associates and other market research firms recruit groups of consumers for ________, each of whom are paid to record all of their purchases on a regular basis. Businesses pay firms such as J.D. Power for their reports that answer the question, "How many times did our customers buy our products this year compared to last year?"

Figure 7-5 -Figure 7-5 shows how marketing researchers and managers use information technology to turn information into marketing actions. What does B represent?

Good 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?

People posing as customers, who are paid to check on the quality of a company's products and services and write a detailed report on the experience, are referred to as

Briefly explain what a marketing experiment is. Include the definitions of dependent and independent variables and give examples of each.

Marketing teams must be vigilant in looking for ways to improve the analysis and results in order to learn lessons that might apply to future marketing research efforts. Evaluating the results of marketing research includes

Movie studios use tracking studies in which prospective moviegoers are asked questions about an upcoming film release to help them forecast sales. This is an example of

Figure 7-5 -Figure 7-5 shows how marketing researchers and managers use information technology to turn information into marketing actions. What does C represent?

Linear trend extrapolation is a form of trend extrapolation in which the