Political consultants have been using marketing research for decades to help their candidates understand
who makes up the voting public and how to reach them.
Through analysis of sales data, Price-Cutters retail store found that customers who bought peanut butter also tended to buy bananas. Price-Cutters was engaged in
data mining.
Assuming that a marketing research study will answer important questions and reduce uncertainty associated with the proposed project, a major question that needs to be addressed before starting the study is:
Is top management committed to the study?
Victor's custom auctioneering service provides online auction selling assistance. Victor plans to conduct marketing research to determine which auction site is best for his customers. His next step is to
identify the type of data he needs.
Caroline needs to find information about income and age distribution in Orange County, California. The best source of secondary research of use to Caroline is likely to be
U.S. Census data.
When the marketing research problem is not clearly defined, a researcher will likely engage in __________ research.
qualitative
Bianca's discount home-furnishings store is in a strip mall. She wants to know what other businesses in the strip mall her customers visit when they come to her store. To collect information for this objective, Bianca will most likely use
observation
When consumers are __________, observation becomes particularly useful in understanding consumers' preferences.
unable to articulate their experiences
Using __________, researchers ask questions, listen to and record responses, and ask additional questions based on initial responses.
in-depth interviews
Which of the following research methods would be best in helping a marketer understand how people feel about a product or service on an individual, detailed level?
in-depth interviews
In the infamous Coke/New Coke taste test, 54 percent of consumers, using a blind taste test, preferred the New Coke formula to the existing formulation. This is an example of a(n) __________ marketing research method.
quantitative
Supermarkets collect information about individual customers through their use of loyalty cards and then analyze the data to look for patterns in purchases. This is an example of
data mining.
Which of the following types of data would be the best choice for Wendy's fast-food restaurants if the headquarters office wants to know how many hamburgers versus chicken sandwiches it has sold in past years?
internal secondary data
Which of the following provides the information needed to confirm insights and help managers pursue appropriate courses of action?
quantitative research
What is neuromarketing?
The use of EEG scanners to measure consumers' brain waves.
Which type of interview contains a small group of participants and a trained moderator that guides the conversation?
focus group
In what country have regulators demanded that Facebook stop collecting biometric data on its users?
Germany
Digital billboards embedded with ________ software can identify passersby and then display ads targeted to them, based on their age, gender, and attention level.
facial recongnition
A typical focus group has ________ members.
8-12
J. D. Power and Associates, the National Purchase Diary Panel, and Nielsen are examples of companies that provide
syndicated data.
It would be logical for bathing-suit marketers to use geographic segmentation.
true
Positioning strategies generally focus either on how the product benefits the consumer or on how it is better than competitors' products.
True
Adidas Group owns Reebok, Rockport, and TaylorMade brands. Adidas uses the different brands to pursue a(n) __________ strategy.
differentiated targeting
A differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market; this strategy
is likely more costly than an undifferentiated strategy.
When Penguin Catering Services first opened, the owner decided to target only events at resorts in its geographic region. Penguin Catering was using a(n) __________ targeting strategy.
concentrated