chapter 7 marketing Test Questions – Flashcards
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marketing research
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process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions
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five step marketing research approach
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provides a systematic checklist for making both business and personal decisions
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marketing research
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is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions.
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When following the five-step marketing research approach, developing the research plan is the __________ step.
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second
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In marketing research, the research objectives are the __________ goals of the decision maker.
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specific and measurable
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measures of success are
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the criteria or standards used in evaluating proposed solutions to a problem
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In a marketing decision, __________ are likely to be restrictions on the time and money available to solve the problem
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constraints
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Determining how to collect data, including selecting the appropriate methods, is done during which stage of the research process?
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the research plan
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Two special methods vital to marketing researchers are __________ and __________.
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sampling; statistical inference
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When a marketing researcher uses a collection of reports, customer letters, financial statements, and surveys from different departments within her firm, she is using
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internal secondary data
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Representatives from Kraft spent several months with consumers in their kitchens, attempting to understand what they wanted in ready-to-serve meals prior to the launch of Kraft Deli Creations. The observational approach Kraft used is called __________ research.
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ethnographic
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In eight small group sessions with customers, 3M heard them complain that standard steel wool pads scratched their expensive cookware. The findings from this research lead to the development of 3M's internationally successful Scotch-Brite Never Scratch soap pads. The research method 3M used was
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focus groups
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focus groups
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informal sessions in which six to ten past, present, or prospective customers are directed by a discussion leader or moderator to identify what they do and don't like about a firm's and its competitors' offerings, how they use them, and special needs they have that the they don't currently address.
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What type of question is the simplest form of a fixed alternative question that allows only a "yes" or "no" response?
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dichotomous
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What kind of question is the following? "Place an 'X' in the space that describes your feelings about the economy." ." Excellent __ __ __ __ __ Poor
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semantic differential scale
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An advantage of using a panel for marketing research is
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researchers can take successive measurements of consumers to determine if they change their purchasing behaviors over time.
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All of the following - price. -distribution outlet. -free samples. -unit sales. product color.are independent variables a market researcher may use in a marketing experiment EXCEPT:
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unit sales
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the independent variables of interest—sometimes called the marketing drivers—are what?
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are often one or more of the marketing mix elements, such as a product's features, price, or promotion (like advertising messages or coupons). The ideal dependent variable usually is a change in the purchases (incremental unit or dollar sales) of individuals, households, or organizations.
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In marketing experiments, the dependent variable is the __________ and the independent variable is the __________.
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result of an action; cause of an action
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If a marketing manager queries a marketing information system to determine what the influence of a change in the price of a new product is on sales, she is using __________.
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sensitivity analysis
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A forecast that involves estimating the value to be forecast and making decisions without any intervening steps is referred to as a
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direct forecast
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Boeing has only a few hundred customers worldwide for its large airplanes, so it can contact these customers and conduct __________, which is an effective method to develop its sales forecasts and production schedules.
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a survey of buyers' intentions
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a survey of buyers' intentions
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involves asking prospective customers if they are likely to buy the product during some future time period. For industrial products with few prospective buyers, this can be effective.
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Asking the firm's salespeople to estimate sales during a coming period is referred to as
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a salesforce survey forecast
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Linear trend extrapolation is a type of trend extrapolation in which the
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pattern is always a straight line
