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BUS 360 Quiz 10,11

Terms in this set (49)

What is the first step in the marketing research process?
defining the objectives and research needs
Which of the following steps in the marketing research process involves identifying the type of data needed and determining the method necessary to collect it?
designing the research
________ is the third step in the marketing research process, and it begins only after the research design has been established.
Collecting the data
Information that has been collected prior to the start of the research project is called ________ data.
secondary
One of the primary purposes of the analyzing data and developing insights step of the marketing research process is to turn data into
information.
Data gathered from trade journals, the Census Bureau, and specialized research firms is considered to be ________ data.
secondary
Although it is often an inexpensive source, ________ are sometimes not adequate to meet the needs of the researcher since they were acquired for some purpose other than the research question at hand.
external secondary data
When General Motors purchases information about quality and customer satisfaction research from J. D. Power and Associates, it is acquiring a form of
syndicated external data
Nielsen purchases scanner data from retail transactions to compile, analyze, and resell to consumer packaged-goods firms so they can assess what is happening in the marketplace. Scanner data is an example of
syndicated external data.
The key difference between scanner and panel research is that scanner research typically focuses on a particular ________, while panel research typically focuses on a particular
product; person or household.
One of the most valuable sources firms have at their disposal is a rich cache of customer information and purchase history from their day-to-day operations, which is a type of
internal secondary data.
Home Depot, a large home improvement retailer, used research to learn that 25 percent of the time when customers bought a drill, they also bought a set of drill bits. Patterns and relationships like this are discovered through a technique called
data mining.
Qualitative research includes all of the following except
scanner data.
If Fisher-Price wanted to conduct research to determine the colors that best attract babies to its toys and engage them in interactive play, it would most likely use ________ research.
observation
Which of the following is the most popular type of quantitative primary collection method?
Survey research
A survey asks respondents to answer the question "What are the most important features you would look for in choosing a new refrigerator, and why?" What type of question is this?
Unstructured question
Once a firm has created its Facebook page, it can devise advertisements and rely on Facebook's targeting options to deliver those ads to the most appropriate customer segments. To make sure the communication is just right, companies can produce alternative versions and identify which advertisement is most effective. This is an example of
an experiment.
All of the following are disadvantages of using secondary research data except
the process is costly and time-consuming.
Which organization provides the three guidelines that marketers should use for conducting marketing research?
American Marketing Association
Marketing researchers should collect information on consumers only for the purpose of
producing unbiased, factual information.
Which of the following agencies serves as a watchdog over the data mining of consumer information?
Electronic Privacy Information Center
As a result of ________ studies, Campbell's has recently changed its soup labels by shrinking the logo and emphasizing the soup to increase customers' emotional responses to the cans.
neuromarketing
When the bicycle manufacturer Trek determined that some consumers use bikes for green transportation whereas others use them for a hobby, it was most likely assessing the _______ of its bicycles to consumers.
core customer value
When marketers carefully develop a set of product attributes such as the brand name, features/design, and quality level of an offering, they are developing the
actual product.
When marketers develop nonphysical aspects of an offering by adding warranties, financing, and after-sales service, they are focusing on the
augmented product.
When Megan purchased several bottles of Pepsi beverages and snacks to bring to her family's holiday celebration, it represented the purchase of
consumer products.
Francesca spent a lot of time shopping for her wedding dress, spending considerable time and effort visiting some of the finest bridal shops in the area. For Francesca, her wedding dress is a(n) ________ product.
specialty
Brian never spends a lot of time or thought picking up lunch when he is at work. For him, lunch items would be considered to be ________ products.
convenience
Insurance companies expend a lot of effort marketing their offerings, mainly due to the fact that insurance is a(n) _______ that consumers don't normally think about much.
unsought product
The complete set of Kellogg's offerings representing its ________ and includes ready-to-eat cereal, toaster pastries, wholesome portable breakfast snacks, cookies, crackers, and natural and organic brands.
product mix
Kellogg's has a variety of brands in its cookies and crackers ________, including Cheez-It crackers, Keebler Town House crackers, Famous Amos cookies, and Keebler Fudge Shoppe cookies.
product line
In response to increased consumer demand for healthful beverages, companies like Coca-Cola and Pepsi introduced new product lines like fruit juice to ________ their product mix.
increase the breadth of
Poland Springs produces a variety of bottled water beverages, and as the market continues to show growth potential for new flavors and varieties of bottled water, the company should ________ its product lines.
increase the depth of
Introduced in 1920, Band-Aid now has more than 40 products in its product line to help heal cuts and scrapes. Band-Aid has, over the years, increased its
product line depth.
If a firm deletes an entire product line, it has
decreased its breadth.
Companies like Tiffany's go to great lengths to protect themselves through the use of trademarks and copyrights. This best represents which of the following advantages of branding?
Brands are assets.
The earning potential of a brand over a 12-month period is known as its
brand value.
Brand equity is determined by four aspects of a brand that include all of the following except
brand quality.
Kraft, Nike, KitchenAid, and Sony are all examples of ________ brands.
manufacturer
The majority of the brands marketed in the United States are ________ brands.
manufacturer
In the grocery store, you can see the Kellogg's name on its Special K and Rice Krispies cereals, Eggo waffles, and Pop-Tarts. Having the Kellogg's name on all these various products is an example of the use of
a family brand.
As the size of retail firms has increased through growth and consolidation, more retailers have developed _____ merchandise, which they use to establish a distinctive identity.
private-label
The Victorinox Swiss Army Company is well known for its Swiss Army knives. The company also makes and markets its Swiss Army brand of watches, travel gear, cutlery, and even fragrances. This represents a ________ strategy.
brand extension
In a failed attempt at extending its brand to a new product line, Bic introduced a line of disposable underwear. To the extent that this brand extension adversely affected consumers' perceptions about its current product lines, this could lead to
brand dilution
When Dairy Queen teams up with Oreo cookies for its Blizzard frozen treats and advertises them with the Oreo name alongside the Dairy Queen name, it is an example of
co-branding
Star Wars memorabilia has been continually successful since the first film was released in the 1970s, and the most recent film releases have led to a massive increase in sales. This is an example of
brand licensing.
A marketer that wants to improve a brand's fit with its target segment or boost the vitality of old brands would most likely use a ________ strategy.
brand repositioning
For most products, the UPC code would be located on the ________ package.
secondary
The primary federal agency that reviews food and package labels to ensure that the claims made by the manufacturer are true is the
Food and Drug Administration.
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