question

A typical film costs over $____ million to produce and market

answer

100

question

Good factors for a brand name include being concise, able to grab ______, capturing the essence of the brand, and having no legal restrictions to reduce _____ to the firm and consumers.

answer

concise, attention, risk

question

the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions

answer

marketing research

question

Challenges to good marketing research: Are consumers ____ ___ ____ a new product? Will people give _____ answers? Will their actual ______ _____ match their stated interest?

answer

likely to buy, honest, purchase behavior

question

_______ have to make reasonable estimates about what consumers want and will buy.

answer

marketers

question

a conscious choice between two or more alternatives

answer

descision

question

act of consciously choosing between alternatives

answer

decision making

question

step 1 of 5-step marketing research approach: _____ ___ ______

answer

define the problem

question

step 2 of 5-step marketing research approach: develop the _____ _____

answer

research plan

question

step 3 of 5-step marketing research approach: collect _____ _____

answer

relevant information

question

step 4 of the 5-step marketing research approach: develop ______

answer

findings

question

step 5 of 5-step marketing research approach: ____ ______ _____

answer

take marketing actions

question

_____ ______ are specific, measurable goals the decision maker seeks to achieve in conducting the marketing research.

answer

research objectives

question

Type of marketing research: ______ research provides ideas about a relatively vague problem.

answer

explanatory research

question

Type of marketing research: ______ research involves trying to find the frequency at which something occurs.

answer

descriptive

question

Type of marketing research: ______ research tries to determine to what extent the change in one factor changes another one (most sophisticated)

answer

casual

question

Step 1: Defining the problem, includes setting the research ______, and identifying possible marketing _____.

answer

objectives, actions

question

Step 2: Developing the research plan includes specifying the ______, identifying ____ needed for marketing, and determining ____ ___ _____ data.

answer

constraints, data, how to collect

question

Step 3: Collecting relevant information includes obtaining ______ and ______ data.

answer

secondary, primary

question

Step 4: Developing findings includes having to _____ the data and ______ the findings.

answer

analyze, present

question

Step 5: taking marketing actions includes having to make action _______, ______ actions, and evaluate ______.

answer

recommendations, implement, results

question

criteria or standards used in evaluating proposed solutions to the problem, which lead to different marketing actions

answer

measures of success

question

One test of whether marketing research should be done is if different outcomes will lead to different ______ ____.

answer

marketing actions

question

restrictions placed on potential solutions to a problem

answer

contraints

question

Two key elements in deciding how to collect data are ______ and ______.

answer

concepts, methods

question

ideas about products or services

answer

concepts

question

picture or verbal description of a product a firm might offer for sale

answer

new product concept

question

approaches that can be used to collect data to solve all or part of the problem

answer

methods

question

Information on useful data collection ______ is available in tradebooks, textbooks, and handbooks that relate to marketing and marketing research.

answer

methods

question

Periodicals, such as the Journal of Marketing and the Journal of Marketing Research, both published by the _______ _______ _______, summarize methods and techniques available for addressing marketing problems.

answer

American Marketing Association

question

Special methods, vital to marketing, are ______ and ______ inference.

answer

sampling, statistical

question

selecting a group of distributors, consumers, or prospects and asking them questions, treating their answers as typical of all those in whom they are interested

answer

sampling

question

generalizing the results in a sample to much larger groups of distributors, consumers, and prospects to help decide on marketing actions

answer

statistical inference

question

facts and figures newly collected for the project

answer

primary data

question

facts and figures already collected before the project on hand

answer

secondary data

question

facts and figures related to the problem

answer

data

question

sources of data kept in records of company that offer most easily accessible marketing information

answer

internal secondary data

question

internal sources of secondary data can be divided into two related parts: marketing _____ and marketing _____.

answer

inputs, outcomes

question

refers to the effort expended to make sales

answer

marketing input data

question

relates to the results of the marketing efforts

answer

marketing outcome data

question

published data from outside of the organization

answer

external secondary data

question

The Census Bureau publishes the ______ ______ which is conducted every 5 years.

answer

Economic Census

question

The ______ _____ is the most recent count of the US population published by the U.S. Census Bureau, which is conducted every 10 years.

answer

Census 2010

question

Advantages of secondary data: ______ ______, ____ _____, and greater amount of ______.

answer

time savings, low cost, detail

question

Disadvantages of secondary data: data may be _____ ___ _____ and data may not be _______ ______ for the current project

answer

out of date, specific enough

question

Two principal ways to collect primary data: ______ and ______

answer

observing, asking

question

facts and figures obtained by watching, either mechanically or in person, how people actually behave

answer

observational data

question

Observational data can be collected by ______, ______, or _________ methods.

answer

mechanical, personal, neuromarketing

question

person paid by a company to check on quality and pricing of their products and the integrity of and customer service provided by their employees

answer

mystery shopper

question

_______ consumers or _______ them are two observational techniques.

answer

watching, recording

question

_______ research is when trained observers seek to discover subtle behavioral and emotional reactions as consumers encounter products in their "natural use environment," such as their home and car

answer

ethnographic

question

______ observation is both useful and flexible, but also costly an unreliable when different observers report different conclusions when watching the same event

answer

personal

question

Observation can reveal what people do but not _____.

answer

why

question

________ methods use brain scanning mechanisms to record people's brain responses to various marketing stimuli.

answer

neuromarketing

question

2008 breakthrough book by Martin Lindstrom that summarizes his controversial findings using neuromarketing

answer

Buyology

question

The primary data gathering technique, asking people and recording their responses, can be divided into idea _______ methods and idea ______ methods.

answer

generation, evaluation

question

facts and figures obtained by asking people about their attitudes, awareness, intentions and behaviors

answer

questionnaire data

question

a single researcher asking questions to one respondent

answer

individual interview

question

researchers ask long, lengthy kinds of questions to probe for underlying ideas and feelings

answer

free-flow interviews

question

informal sessions of 6 to 10 past, present, or prospective customers in which a discussion leader, or moderator asks their opinions about the firm's and its competitors' products, how they use the products, and what other special needs need to be accomodated

answer

focus groups

question

"fuzzy front end" methods attempt early identification of elusive consumer _____ or _____.

answer

tastes, trends

question

firm that seeks to track and anticipate the "evolution of cool"

answer

Trend Hunter

question

personal interview surveys allow the interviewer to be ______ when asking questions but are ______

answer

flexible, costly

question

The costs of online surveys is relatively _______ and the turnaround time is _____ than the traditional methods. However, some consumers ignore them.

answer

minimal, quicker

question

questions that allow consumers to express their opinions, ideas, or behaviors in their own words

answer

open-ended

question

(or fixed-alternative) questions that require respondents to select one or two predetermined options

answer

closed-ended

question

questions that allow only a "yes" or "no" answer

answer

dichotomous

question

a _______ ______ scale is a 5 point scale in which the opposite ends have one or two word adjectives that have opposite meanings

answer

semantic differential

question

a ______ scale is one in which a respondent indicates to the extent he/she agrees or disagrees with a statement

answer

likert

question

Research questions must be worded precisely so that all consumers _______ the same question similarly.

answer

interpret

question

personal interviews of consumers visiting shopping centers, that provide flexibility while showing visual cues but may not be representative of customers targeted, giving a biased result

answer

mall intercept interviews

question

Other Sources of primary data include social _____, ______ and experiments, information ______, and data ______.

answer

media, panels, technology, mining

question

sample of consumers or stores from which researchers take a series of measurements

answer

panel

question

obtaining data by manipulating factors under tightly controlled conditions to test cause and effect

answer

experiment

question

operating computer networks that can store and process data

answer

information technology

question

factors that influence the buying decisions of a household or organization which can affect sales

answer

drivers

question

_______ analysis involves asking "what-if" questions to answer hypothetical questions involving changes in product

answer

sensitivity

question

the extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions

answer

data mining

question

__ billion is spent annually on social media marketing

answer

2

question

Primary data has advantages of being more _____ and _____ to the current problem but it also more costly and _____ _______.

answer

flexible, specific, time consuming

question

responsible for actions- delivering the clear and understandable findings in clear pictures and, if possible, in a single page

answer

managers

question

Evaluating the results includes evaluating the ______ itself and evaluating the decision _____ used.

answer

decision, process

question

the total sales of a product that a firm expects to sell during a specified time period under specified environment conditions and its own marketing efforts

answer

sales forecast

question

The three forecasting techniques often used include ______ of the decision maker, ______ of knowledgeable groups, and ______ analysis.

answer

judgements, surveys, statistical

question

Probably ___% of all sales forecasts are simply the judgement of the person who must act on the results of the forecast- the individual decision maker.

answer

99

question

involves estimating the value to be forecast without any intervening steps

answer

direct forecast

question

type of forecast that involves 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

answer

lost-horse

question

A survey of buyers' _______ forecast involves asking prospective customers if they are likely to buy the product during some future time period.

answer

intentions

question

A _______ survey forecast involves asking the firm's salespeople to estimate sales during a coming period.

answer

salesforce

question

The best known method of forecasting is known as ______ extrapolation, which involves extending a pattern observed in past data to the future. When then pattern is a straight line, it is linear trend extrapolation.

answer

trend

question

Carmex's "engagement" strategy: use a _____

answer

poll

question

Carmex's "likes" strategy: use a ______

answer

contest

question

The combined strategy: use a _________

answer

poll and contest

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