Many people are unaware that an individual can preplan his or her funeral so grieving relatives will not have to. Funeral homes trying to reach this market...
Miller beer once called itself "the champagne of bottled beer," and ads showed elegant women in long white dresses sipping beer from crystal goblets. Then the company discovered that most beer is consumed by men 18 to 30 years of age, and it changed the thrust of its marketing message to reflect the more productive target market. What segmentation variable has it focused on with the newer approach?
Miller beer once called itself "the champagne of bottled beer," and ads showed elegant women in long white dresses sipping beer from crystal goblets....
A local grocery store determines that the average consumer visits the store three times during a seven-day-period. What did the grocery store determine?
A local grocery store determines that the average consumer visits the store three times during a seven-day-period. What did the grocery store determine?A.trialB.inventorC.usage...
Pepperidge Farm has developed new thick-sliced French Toast Swirl bread. The company realizes most people who eat toast for breakfast, see it as a side dish. Pepperidge Farm's ads advise consumers of this bread that this new product "doesn't go with breakfast. It is breakfast." Which segmentation variable is being used in this example?
Pepperidge Farm has developed new thick-sliced French Toast Swirl bread. The company realizes most people who eat toast for breakfast, see it as a side...
Many families today hold potluck meals during holidays or special events. Participants bring casseroles, vegetables, breads, and desserts and all share the food. It is easy to forget to take the bowl that you brought to the dinner back home with you. Reynolds responded to this problem by creating Pot Lux cookware, attractive and inexpensive disposable dishes for transporting food. Reynolds has recognized how to use ____ variables to segment its market.
Many families today hold potluck meals during holidays or special events. Participants bring casseroles, vegetables, breads, and desserts and all share...
Many families today hold potluck meals during holidays or special events. Participants bring casseroles, vegetables, breads, and desserts and all share the food. It is easy to forget to take the bowl that you brought to the dinner back home with you. Reynolds responded to this problem by creating Pot Lux cookware, attractive and inexpensive disposable dishes for transporting food. Reynolds has recognized how to use ____ variables to segment its market.
Many families today hold potluck meals during holidays or special events. Participants bring casseroles, vegetables, breads, and desserts and all share...
Pearl Izumi offers three different lines of triathlon gear: Select, Elite, and Pro. Which segmentation characteristic would likely cause a beginner triathlete to purchase a product from the Pro line?
Pearl Izumi offers three different lines of triathlon gear: Select, Elite, and Pro. Which segmentation characteristic would likely cause a beginner triathlete...
Which segmentation factor will members of a local hunting, fishing, and trapping association be characterized as?
Which segmentation factor will members of a local hunting, fishing, and trapping association be characterized as?A.Psychological variables.B.Consumer...
Nike recently debuted King James XVII shoes (Lebron James) with a price tag of $200. The shoes arrived at shoe stores in a metallic silver briefcase instead of a shoebox. Nike is targeting a market it identifies as "keepers," people who buy the shoes, keep them under their bed, and when friends come over, show them the shoes. Selling to the market segment called "keepers" probably means that Nike is using which of the following types of buying situation variables to segment this market?
Nike recently debuted King James XVII shoes (Lebron James) with a price tag of $200. The shoes arrived at shoe stores in a metallic silver briefcase instead...
Nike recently debuted King James XVII shoes (Lebron James) with a price tag of $200. The shoes arrived at shoe stores in a metallic silver briefcase instead of a shoebox. Nike is targeting a market it identifies as "keepers," people who buy the shoes, keep them under their bed, and when friends come over, show them the shoes. Selling to the market segment called "keepers" probably means that Nike is using which of the following types of customer characteristic variables to segment this market?
Nike recently debuted King James XVII shoes (Lebron James) with a price tag of $200. The shoes arrived at shoe stores in a metallic silver briefcase instead...
The Province of Ontario Board of Tourism ran a series of ads showing traditional families enjoying various attractions in the state. Since the apparent target of these is traditional families, it appears the Board of Tourism has segmented the market using _____ variables.
The Province of Ontario Board of Tourism ran a series of ads showing traditional families enjoying various attractions in the state. Since the apparent...
A local coffee shop places significant value in using consumer demographic variables in segmenting their local market. Using the latest Canada Census covering topics of: education, age, and income will be important to use in which marketing step?
A local coffee shop places significant value in using consumer demographic variables in segmenting their local market. Using the latest Canada Census...
A local sports store is planning on using only demographic variables to segment potential customers who will purchase from the store. This will dictate the diversity of products the store will carry. Which research report is most useful to this sports store?
A local sports store is planning on using only demographic variables to segment potential customers who will purchase from the store. This will dictate...
Ford Motor Company uses the slogan "No Boundaries" for its ad campaigns for Ford SUVs. It invites people who want ultimate people-carrying and gear-storing capabilities "to be outfitted with the most far-reaching sports utility vehicle on earth." If the SUV campaign were simply geared to families with young children, it would be using _____ segmentation, but because the campaign is trying to appeal to people who do not like the restrictions of a sedan, who want to be able to pack up and leave at a moment's notice, and who enjoy freedom and independence, it is relying on _____ segmentation.
Ford Motor Company uses the slogan "No Boundaries" for its ad campaigns for Ford SUVs. It invites people who want ultimate people-carrying and gear-storing...
When a telemarketer calls to sell a consumer vinyl siding for his or her home, the first question the telemarketer asks is if the person answering the phone is a homeowner. Whether the prospect is a homeowner indicates the use of which type of consumer segmentation variable?
When a telemarketer calls to sell a consumer vinyl siding for his or her home, the first question the telemarketer asks is if the person answering the...
When the Benihana Frozen Foods Corporation began to offer its Famous Restaurant Classics meals in single serving packages, it was relying on a _____ segmentation variable to define a market based on serving size.
When the Benihana Frozen Foods Corporation began to offer its Famous Restaurant Classics meals in single serving packages, it was relying on a _____ segmentation...
Universal Concerts is planning on bringing a series of concerts to Canada next year. In order for its concerts to be a success, it needs to know that Western Canadians like country music and that a country music event in Eastern Canada is much more likely to have empty seats. This consumer behaviour requires Universal Concerts to segment its Canadian market according to:
Universal Concerts is planning on bringing a series of concerts to Canada next year. In order for its concerts to be a success, it needs to know that...
Which of the following statements demonstrates geographic segmentation?
Which of the following statements demonstrates geographic segmentation?A.In China KFC sells a much spicier chicken in its restaurants that are farther...
A new car dealer decides to open up a dealership in a region that has higher than national average income. Which characteristic is the new car dealer using to segment their market?
A new car dealer decides to open up a dealership in a region that has higher than national average income. Which characteristic is the new car dealer...
A marketing manager must be able to put a market segmentation plan into effect. This means being able to recognize the characteristics of potential buyers and _____ without encountering excessive costs.
A marketing manager must be able to put a market segmentation plan into effect. This means being able to recognize the characteristics of potential buyers...
Which of the following is NOT a criterion used in forming market segments?
Which of the following is NOT a criterion used in forming market segments?A.potential for increased profit and ROIB.similarity of needs of potential buyers...
All of the following are the main dimensions used to segment Canadian consumer segments, except:
All of the following are the main dimensions used to segment Canadian consumer segments, except:A.geographicB.behaviouralC.demographicD.ethnographicA...
Which of the following is NOT a criterion used in forming segments?
Which of the following is NOT a criterion used in forming segments?A.potential for increased profit and ROIB.similarity of needs of potential buyers within...
When Mikki asked her father for his advice about marketing software for the disabled, he told her, "Reaching a segment requires a simple but effective marketing action. If no such action exists, don't segment." Mikki's father is expressing concern about the:
When Mikki asked her father for his advice about marketing software for the disabled, he told her, "Reaching a segment requires a simple but effective...
Understanding customer needs is the ____ step in market segmentation.
Understanding customer needs is the ____ step in market segmentation.A.firstB.secondC.thirdD.fourthAnswer:&nbs...
A different market segment usually requires a different marketing action that in turn means greater costs. If increased revenues do not offset extra costs, a marketer should _____ to reduce the number of marketing actions.
A different market segment usually requires a different marketing action that in turn means greater costs. If increased revenues do not offset extra costs,...
The best segmentation approach is the one that:
The best segmentation approach is the one that:A.maximizes the opportunity for future profit and ROIB.recognizes different needs of buyers among different...
Between two and three percent of the population have some degree of allergic reaction, usually mild, to preservatives used in salad bars. Restaurants might consider people with these "allergies" as a separate segment. So these restaurants will need to have their regular salad bar plus a special salad bar for the allergies segment. This multiple product and multiple market segment strategy would have the greatest difficulty meeting which of the following criteria used to form market segments?
Between two and three percent of the population have some degree of allergic reaction, usually mild, to preservatives used in salad bars. Restaurants...
Which step in the segmenting and targeting market process would 'send five tweets per day regarding in-store promotions' fall under?
Which step in the segmenting and targeting market process would 'send five tweets per day regarding in-store promotions' fall under?A.create product groupingsB.develop...
A new local coffee shop has noticed that in town there is a Tim Hortons, McDonald's, and Starbucks all competing for individual's daily coffee purchase. They conduct a survey of area residents who enter each one of these stores and learn that 85% desire an organic, fair-trade option. As the local coffee shop is just initiating the segmentation and targeting process, what has the local coffee shop just completed?
A new local coffee shop has noticed that in town there is a Tim Hortons, McDonald's, and Starbucks all competing for individual's daily coffee purchase....
Mars Candies decides to extend the level of customization of their M&Ms. When you send in a salvia swab, the company will custom tailor the balance of salty/sweet/savory of the M&M to best appeal to your taste buds and ship you a package. This strategy is known as:
Mars Candies decides to extend the level of customization of their M&Ms. When you send in a salvia swab, the company will custom tailor the balance...
Johnson Gloves is a company that caters to the very affluent consumer who desires complete personalization. This Madrid-based boutique will use your fingerprints to customize your very own pair of driving gloves. The gloves are designed and created solely for you. This is an example of:
Johnson Gloves is a company that caters to the very affluent consumer who desires complete personalization. This Madrid-based boutique will use your fingerprints...
When Future Vacations allows customers to personalize their next vacation and customize their trip to whatever their needs are, this would best be described as:
When Future Vacations allows customers to personalize their next vacation and customize their trip to whatever their needs are, this would best be described...
Moto X, a smartphone offered by Google and Motorola allows customers to visit its website and design the color scheme, case, and engravings according to their personal desires. This website would particularly appeal to people who want a unique product that separates them from their peers and makes them stand out in the crowd. This would be descriptive of which type of market segmentation variable?
Moto X, a smartphone offered by Google and Motorola allows customers to visit its website and design the color scheme, case, and engravings according...
By Terry is a company that caters to the very affluent consumer who desires complete personalization. This Paris-based boutique will use your DNA and planetary alignment to customize your very own lipstick. The lipstick is designed and created solely for you. But it will cost you US$1,200. This is an extreme example of:
By Terry is a company that caters to the very affluent consumer who desires complete personalization. This Paris-based boutique will use your DNA and...
Moto X, a smartphone offered by Google and Motorola allows users to personalize the colors, case, and engravings online before purchasing. This is an example of which strategy?
Moto X, a smartphone offered by Google and Motorola allows users to personalize the colors, case, and engravings online before purchasing. This is an...
Model E is a new type of car manufacturer that relies on the Internet to build new car designs from prototypes to marketable vehicles much faster than ever before possible. "Think of Model E as the Dell of the auto industry, designing products based on what consumers truly want and leveraging best-in-class components and micro-factory approaches for rapid design, launch, and direct delivery," said William Santana Li, president and CEO of Model E. From this quote, you should recognize that Model E relies on:
Model E is a new type of car manufacturer that relies on the Internet to build new car designs from prototypes to marketable vehicles much faster than...
Paris Miki enables customers to help design their own eyeglasses, using a system that eliminates the need to try on countless pairs of eyeglasses to find the right one. This is an example of:
Paris Miki enables customers to help design their own eyeglasses, using a system that eliminates the need to try on countless pairs of eyeglasses to find...
Yahoo's shopping portal recently began to offer people who visited the site the ability to buy songs from Imix's collection of more than 200,000 tracks from record labels that include BMG and Sony Music Group. Customers can choose up to 70 minutes of music for around $1 per song. Then they can choose an art design and a title for each CD and have a disc shipped for $2.50. This is an example of:
Yahoo's shopping portal recently began to offer people who visited the site the ability to buy songs from Imix's collection of more than 200,000 tracks...
Custom Foot runs six retail locations. At first glance none look any different from your basic old-fashioned shoe store, but the only shoes on hand are display models. There's no inventory for sale, and customers go home empty-handed - at least initially. Customers browse the store, mixing and matching design components such as style, colour, and leather type. About 100 display shoes provide style guidelines. Once you choose a shoe style, you select materials, colours, textures and a style of sole. The retailer sells 10,000 variations in women's shoes and 7,800 in men's. Custom Foot guarantees your shoes will be ready within three weeks. This is an example of:
Custom Foot runs six retail locations. At first glance none look any different from your basic old-fashioned shoe store, but the only shoes on hand are...
Which social media segment is likely to be interested in purchasing the following financial service offered by a bank through an online banner-ad marketing campaign: 'No-Risk, Bonds Offering Guaranteed 5% Returns Per Annum'?
Which social media segment is likely to be interested in purchasing the following financial service offered by a bank through an online banner-ad marketing...
Many Canadian magazines produce separate editions usually targeting unique geographic and demographic segments using a special mix of editorial content and advertisements. Maclean's produces 15 different editions, and Reader's Digest produces nine. This is an example of:
Many Canadian magazines produce separate editions usually targeting unique geographic and demographic segments using a special mix of editorial content...
Which social media segment is likely to purchase Herbal Essences Mango Mania hair conditioner?
Which social media segment is likely to purchase Herbal Essences Mango Mania hair conditioner?A.Online/Real timeB.Suits & StrategyC.Chat, Chill, ConnectD.Samplers...
Firms offer different variations of the same basic product or service to both, high-end and low-end segments. Gap's Banana Republic chain sells blue jeans for $58, whereas its Old Navy stores sell a slightly different version for $22. This is an example of:
Firms offer different variations of the same basic product or service to both, high-end and low-end segments. Gap's Banana Republic chain sells blue jeans...
Kellogg's different types of cereals, each targeted at a different type of user, are an example of multiple products aimed at multiple markets. Manufacturing these different cereals is clearly more expensive than producing one, but seems worthwhile if it serves customers' needs better, doesn't reduce quality or increase price, and:
Kellogg's different types of cereals, each targeted at a different type of user, are an example of multiple products aimed at multiple markets. Manufacturing...
The segment 'social media followers' are more likely to purchase which product?
The segment 'social media followers' are more likely to purchase which product?A."No Name" Tomato SauceB."Basic Tomato" SauceC."President's Choice" Tomato...
According to Zinc Research, all of the below are segments of Canadian social media users, except:
According to Zinc Research, all of the below are segments of Canadian social media users, except:A.Online/Real timeB.Suits & StrategyC.Chat, Chill,...
What is the most likely way for consumers to benefit because a firm uses a strategy of one product for multiple market segments?
What is the most likely way for consumers to benefit because a firm uses a strategy of one product for multiple market segments?A.increased satisfaction...
When compared to a multiple-products-multiple-market segments strategy, a one-product-and-multiple-market-segment strategy:
When compared to a multiple-products-multiple-market segments strategy, a one-product-and-multiple-market-segment strategy:A.is a much more effective...
A new health food store is being built downtown Toronto. To build a solid customer base, they are asking consumers to discuss online important issues about healthy living and health food. Which segment will be likely purchasers of products from the new store?
A new health food store is being built downtown Toronto. To build a solid customer base, they are asking consumers to discuss online important issues...
Which of the following is an example of a single product with multiple market segments?
Which of the following is an example of a single product with multiple market segments?A.Reebok shoes makes tennis shoes, running shoes, walking shoes,...
Heinz Ketchup sells their traditional 'Red Ketchup' product in three market segments. One of the advantages of this strategy is _____________ is avoided.
Heinz Ketchup sells their traditional 'Red Ketchup' product in three market segments. One of the advantages of this strategy is _____________ is avoided.A.the...
Individual movies, magazines, and books are frequently directed to two or more distinct market segments. This is an example of:
Individual movies, magazines, and books are frequently directed to two or more distinct market segments. This is an example of:A.multiple products and...
A business firm segments its markets when this strategy increases its sales revenue, profit, and ROI. When its increases in expenses more than offset the potentially increased revenues from segmentation, it should:
A business firm segments its markets when this strategy increases its sales revenue, profit, and ROI. When its increases in expenses more than offset...
Verve creates high-end personalized iPhone cases that use diamonds, gold, and platinum that appeal to very wealthy individuals. Which is their likely segment strategy?
Verve creates high-end personalized iPhone cases that use diamonds, gold, and platinum that appeal to very wealthy individuals. Which is their likely...
One advantage of a market-product grid is that it can be used to:
One advantage of a market-product grid is that it can be used to:A.make optimal decisions under conditions of uncertainty.B.screen many new product ideas...
Which two aspects does a market-product grid relate?
Which two aspects does a market-product grid relate?A.Estimated expenses for products sold to various market segments.B.Total anticipated revenue for...
At a board meeting, the Chief Marketing Officer for Procter & Gamble provides a graphical figure that relates market segments to products offered. This graphical figure is likely a(n):
At a board meeting, the Chief Marketing Officer for Procter & Gamble provides a graphical figure that relates market segments to products offered....
Small athletic shoe manufacturers such as Vans and New Balance have targeted niche markets and made shoes designed to satisfy needs of different customers. This strategy is an example of:
Small athletic shoe manufacturers such as Vans and New Balance have targeted niche markets and made shoes designed to satisfy needs of different customers....
Marketers use market segmentation to each of the following EXCEPT:
Marketers use market segmentation to each of the following EXCEPT:A.to link market needs to an organization's marketing program.B.to relate supply to...
After launching a brand new, high-end road bicycle to a specific segment interested in road races and triathlons, the company needs to determine whether they properly segmented their market. Which of the below results is likely indicative of success?
After launching a brand new, high-end road bicycle to a specific segment interested in road races and triathlons, the company needs to determine whether...
Market segmentation is only a means to an end. In economist's terms, market segmentation relates supply (the organization's actions) to demand (_____).
Market segmentation is only a means to an end. In economist's terms, market segmentation relates supply (the organization's actions) to demand (_____).A.tactical...
Market segmentation is only a means to an end. In economist's terms, it relates supply (_____) to demand (the customer needs).
Market segmentation is only a means to an end. In economist's terms, it relates supply (_____) to demand (the customer needs).A.self-regulatory industry...
The process of segmenting a market and selecting specific segments as targets is the link between various buyers' needs and:
The process of segmenting a market and selecting specific segments as targets is the link between various buyers' needs and:A.self-regulatory industry...
The process of segmenting a market and selecting specific segments as targets is the link between _____ and the organization's marketing program.
The process of segmenting a market and selecting specific segments as targets is the link between _____ and the organization's marketing program.A.self-regulatory...
Some Timex wristwatches can be purchased for less than $30 some Rolex wristwatches carry a price tag of several thousand dollars. In general, consumers view Timex watches as being dependable, relatively accurate, and inexpensive. The Rolex brand tends to be perceived as an expensive status symbol. Timex watches can be purchased in drug stores, discount stores, and department stores in all sizes of communities. Rolex watches are distributed more selectively, and are often available only in fine jewellery stores or specialty shops. By using distinctly different pricing and distribution strategies, the marketers of Timex and Rolex watches have attempted to:
Some Timex wristwatches can be purchased for less than $30 some Rolex wristwatches carry a price tag of several thousand dollars. In general, consumers...
KFC has modified its product to satisfy different market segments. In Holland, the mashed potatoes are replaced with a potato-and-onion croquette, and in Thailand, a customer gets fresh rice with soy or sweet chili sauce with his or her chicken. KFC uses:
KFC has modified its product to satisfy different market segments. In Holland, the mashed potatoes are replaced with a potato-and-onion croquette, and...
KFC is a popular fast food restaurant in North America. It opened its 500th restaurant in China in 2001 and is more popular than McDonald's in that country. One of the reasons is that when the company entered the Chinese market, it recruited its managers from Taiwan and the Chinese communities in the U.S. and Canada. This has been useful in coping with local Chinese governments and developing a distinctly different Chinese strategy, which includes Chicky, a friendly chicken character that has a strong appeal for children. To succeed in China, KFC used:
KFC is a popular fast food restaurant in North America. It opened its 500th restaurant in China in 2001 and is more popular than McDonald's in that country....
Alka-Seltzer was made originally as a hangover remedy that cured the headache and settled the stomach. Today you can buy Original Alka-Seltzer, Extra Strength Alka-Seltzer, Alka-Seltzer Morning Relief (for morning headaches and fatigue, and Alka-Seltzer Heartburn Relief). Each Alka-Seltzer product is targeted to a slightly different market segment. The maker of Alka-Seltzer is using:
Alka-Seltzer was made originally as a hangover remedy that cured the headache and settled the stomach. Today you can buy Original Alka-Seltzer, Extra...
At a Hallmark store you can find several different brands of greeting cards, including Fresh Ink, Nature's Sketchbook, Shoebox, Maxine, Mahogany, and Tree of Life cards - all made by Hallmark for sale in its stores. Hallmark uses a _____ strategy to reach several different market segments.
At a Hallmark store you can find several different brands of greeting cards, including Fresh Ink, Nature's Sketchbook, Shoebox, Maxine, Mahogany, and...
When Procter & Gamble introduced Crest toothpaste, the first fluoride toothpaste, it was intended for use by children and was therefore given a child-appealing bubble gum flavour. Sometime later, the same basic formula was given a fresh, minty flavour to appeal to adults. What is this marketing strategy called?
When Procter & Gamble introduced Crest toothpaste, the first fluoride toothpaste, it was intended for use by children and was therefore given a child-appealing...
When Comfy Covers Ltd., a BC fiber pillow manufacturer offers firm pillows for side sleepers, medium pillows for back sleepers, and soft pillows for stomach sleepers, what is this marketing strategy called?
When Comfy Covers Ltd., a BC fiber pillow manufacturer offers firm pillows for side sleepers, medium pillows for back sleepers, and soft pillows for stomach...
PepsiCo sells a bottled water product to those that are health conscious. They also sell Pepsi to those that need a 'sugar rush' and 'caffeine wake-up' to get them through the afternoon. What strategy is PepsiCo using?
PepsiCo sells a bottled water product to those that are health conscious. They also sell Pepsi to those that need a 'sugar rush' and 'caffeine wake-up'...
PepsiCo is assessing whether to launch a brand new type of antioxidant water product. The marketing department has described a selection of the population as: "relatively homogeneous collections of prospective buyers." The marketing department is describing what?
PepsiCo is assessing whether to launch a brand new type of antioxidant water product. The marketing department has described a selection of the population...
Market segmentation involves linking ______ to an organization's ________.
Market segmentation involves linking ______ to an organization's ________.A.buyers' needs; marketing programB.product benefits; capabilitiesC.prospective...
Whirlpool aggregates prospective customers who are all interested in a low-cost washing machine and respond positively to mail-out marketing material. This process is referred to as:
Whirlpool aggregates prospective customers who are all interested in a low-cost washing machine and respond positively to mail-out marketing material....
To be identified as a market segment, its members must:
To be identified as a market segment, its members must:A.represent a large share of the entire market and have critical buying power.B.have common needs...
Henry Ford developed his Model T, a car he felt would satisfy the needs of everyone. Ford said, "They can have it in any colour, as long as it's black." His strategy was simple: focus in the economies of scale created by mass production. Ford's strategy was also known as a:
Henry Ford developed his Model T, a car he felt would satisfy the needs of everyone. Ford said, "They can have it in any colour, as long as it's black."...
Consumers that have taken a survey approved by the Marketing Research and Intelligence Association (MRIA) have certain rights. These rights have been developed into what is called the Charter of Respondent Rights. When it comes to participating in an MRIA approved survey, which of the following is TRUE?
Consumers that have taken a survey approved by the Marketing Research and Intelligence Association (MRIA) have certain rights. These rights have been...
Consumers that have taken a survey approved by the Marketing Research and Intelligence Association (MRIA) have certain rights. These rights have been developed into what is called the Charter of Respondent Rights. All of the following are rights to the respondent except:
Consumers that have taken a survey approved by the Marketing Research and Intelligence Association (MRIA) have certain rights. These rights have been...
Neuromarketing is a new technique to measure consumer's response to marketing stimuli. Neuromarketing measures brain activity using an electroencephalography (EEG) technique or magnetic resonance imaging (MRI). Those results are then compared to the results from verbal survey-based techniques. All of the following CANNOT be measured except:
Neuromarketing is a new technique to measure consumer's response to marketing stimuli. Neuromarketing measures brain activity using an electroencephalography...
Neuromarketing is a new market research tool that measures the brain activity when exposed to different marketing stimuli. Which of the following statements regarding neuromarketing is FALSE?
Neuromarketing is a new market research tool that measures the brain activity when exposed to different marketing stimuli. Which of the following statements...
A catalogue retailer might determine that customers who purchased silver frames would also have a high probability of buying vintage hat pins. As a result, its sales representatives are instructed to offer a special price on hat pins when a customer places an order for a silver frame. This outcome is likely only possible because the retailer engaged in:
A catalogue retailer might determine that customers who purchased silver frames would also have a high probability of buying vintage hat pins. As a result,...
As a new market researcher, you spend numerous hours every day using Excel to try to understand patterns that are not apparent on first glance. You are engaged in:
As a new market researcher, you spend numerous hours every day using Excel to try to understand patterns that are not apparent on first glance. You are...
While conducting market research, you realize that only 40 percent of individuals are likely to re-purchase your product. Afraid this may hurt your chances of promotion, you report to your boss that 'at least 50 percent are likely to re-purchase.' This is a(n) _______ issue in marketing research.
While conducting market research, you realize that only 40 percent of individuals are likely to re-purchase your product. Afraid this may hurt your chances...
The stage in the marketing research process in which the marketing researcher must review the analysis and ask: "What does this information tell us?" is called:
The stage in the marketing research process in which the marketing researcher must review the analysis and ask: "What does this information tell us?"...
Hot Topic is a California-based retailer that opened six Torrid plus-size-only retail stores that cater to women aged 15-30. The retailer used its information system to determine if the average floor space for Torrid should be 2,500 square feet or 1,900 square feet. This would be an example of a(n) _____ analysis.
Hot Topic is a California-based retailer that opened six Torrid plus-size-only retail stores that cater to women aged 15-30. The retailer used its information...
The marketing manager at Popular Electronics must determine a price for a new model of portable CD player. He will use the company's information system to determine how the manufacturer's suggested retail price might affect total sales revenues. This type of analysis is called:
The marketing manager at Popular Electronics must determine a price for a new model of portable CD player. He will use the company's information system...
When a marketing manager begins asking "what if" questions to determine how changes in a factor like price or advertising affect marketing results like sales or profits, she is performing a(n) _____ analysis.
When a marketing manager begins asking "what if" questions to determine how changes in a factor like price or advertising affect marketing results like...
According to marketing managers, each of the following is an example of a sales driver EXCEPT:
According to marketing managers, each of the following is an example of a sales driver EXCEPT:A.special promotionsB.distributionC.the priceD.government...
An observational approach to discover subtle emotional reactions as consumers encounter products in their "natural use environments" is referred to as:
An observational approach to discover subtle emotional reactions as consumers encounter products in their "natural use environments" is referred to as:A.Data...
Once the research design has been formalized, the process of gathering or collecting data begins. At Pepsi, this may include going on a road trip called the 'Pepsi Taste Tour.' This activity is referred to as:
Once the research design has been formalized, the process of gathering or collecting data begins. At Pepsi, this may include going on a road trip called...
As a marketer for Whirlpool, you have access to a system that provides pricing and sales data for all of your brands of washing machines. This system is referred to as a:
As a marketer for Whirlpool, you have access to a system that provides pricing and sales data for all of your brands of washing machines. This system...
The primary reasons for using nonprobability samples when conducting a survey include all of the following EXCEPT:
The primary reasons for using nonprobability samples when conducting a survey include all of the following EXCEPT:A.the conclusions require a sample that...
"I want to question recent graduates about their transportation preferences. See if you can find some graduates still living in town." The marketing researcher is using:
"I want to question recent graduates about their transportation preferences. See if you can find some graduates still living in town." The marketing researcher...
While attempting to organize a class party, which everyone is invited to, you ask a few of your friends where the venue should be. This is an example of:
While attempting to organize a class party, which everyone is invited to, you ask a few of your friends where the venue should be. This is an example...
Companies hire people to pose as real customers and have them go through an exchange process and record their observations in detailed reports. The individuals posing as real customers are known as:
Companies hire people to pose as real customers and have them go through an exchange process and record their observations in detailed reports. The individuals...
Your boss asks you to: "Put all the names through the computer, and select every hundredth name to put on the mailing list to receive a survey." The type of population profile you will create is based on:
Your boss asks you to: "Put all the names through the computer, and select every hundredth name to put on the mailing list to receive a survey." The type...
Your university wants to understand how graduates are doing two years after completing their degree. They place 2000 graduates' names in a hat and randomly begin selecting names to call. This type of selection is known as:
Your university wants to understand how graduates are doing two years after completing their degree. They place 2000 graduates' names in a hat and randomly...
Starbucks has decided to ask every customer that looks like they are a coffee addict if they would be interested in pre-ordering and pre-paying for their drink before they arrived at the store, so they did not have to wait in line. The decision to choose every third customer is an example of:
Starbucks has decided to ask every customer that looks like they are a coffee addict if they would be interested in pre-ordering and pre-paying for their...
Before Moen Inc. put its new massaging shower head, the Revolution, on the market, it wanted to find out what consumers thought about the new product design so it hired QualiData Research Inc. to enlist 20 nudists as their volunteers and paid them $250 each to answer questions about their lifestyles, and to allow QualiData to install a tiny video camera in the shower of each volunteer in order to watch them use the new showerhead. This type of research can be described as:
Before Moen Inc. put its new massaging shower head, the Revolution, on the market, it wanted to find out what consumers thought about the new product...
Kraft is launching Deli Creations, which are sandwiches made with its Oscar Meyer meats, Kraft cheeses, and Grey Poupon mustard. Kraft spends several months with consumers in their kitchens to understand their use of the product and other kitchen behaviours. This research is referred to as:
Kraft is launching Deli Creations, which are sandwiches made with its Oscar Meyer meats, Kraft cheeses, and Grey Poupon mustard. Kraft spends several...
An observational approach to discover subtle emotional reactions as consumers encounter products in their "natural use environment" describes the following research approach:
An observational approach to discover subtle emotional reactions as consumers encounter products in their "natural use environment" describes the following...
A manufacturer of electronic toys is interested in learning about consumers' attitudes toward its product line. All of the following can be a source for this type of marketing information EXCEPT:
A manufacturer of electronic toys is interested in learning about consumers' attitudes toward its product line. All of the following can be a source for...
The data accumulated by a public safety officer who measures the speed of all the cars that pass a given point is referred to as _______ data.
The data accumulated by a public safety officer who measures the speed of all the cars that pass a given point is referred to as _______ data.A.quest...
Because marketers cannot control all the conditions in the field, they sometimes conduct a different kind of experiment known as a:
Because marketers cannot control all the conditions in the field, they sometimes conduct a different kind of experiment known as a:A.hypothetical experimentB.laboratory...
Compared with _____ data, two disadvantages of _____ data are that the latter is usually far more time consuming and more expensive to collect.
Compared with _____ data, two disadvantages of _____ data are that the latter is usually far more time consuming and more expensive to collect.A.seco...
Kellogg's was getting ready to introduce a new ready-to-eat cereal bar. Before launching the product, they tested consumer's reaction to the product by sampling the product in grocery stores and asking consumers to fill in a questionnaire. This is an example of a(n):
Kellogg's was getting ready to introduce a new ready-to-eat cereal bar. Before launching the product, they tested consumer's reaction to the product by...
A marketer is offering free samples of ice cream to shoppers. After trying the sample, the marketer asks shoppers whether they would want to purchase a container. This is referred to as a(n) ____________ experiment.
A marketer is offering free samples of ice cream to shoppers. After trying the sample, the marketer asks shoppers whether they would want to purchase...
When conducting marketing experiments, the dependent variable can often describe any of the following EXCEPT:
When conducting marketing experiments, the dependent variable can often describe any of the following EXCEPT:A.actual purchase behaviour.B.preferences...
An experimenter served identical meals to people at six tables at an elegant restaurant. At each table there was a small lantern with a rheostat. Each table had a different brightness of lighting. There was a direct correlation between the time it took the people to finish their meals and the amount of artificial light from the lantern. The dependent variable in this experiment was:
An experimenter served identical meals to people at six tables at an elegant restaurant. At each table there was a small lantern with a rheostat. Each...
A market researcher showed a new brand of blue jeans to several groups of students and asked the students to rate the quality of the jeans. Two weeks later, the researcher showed the same students a television advertisement featuring super model Cindy Crawford wearing the new brand of jeans. The marketer asked the students to once again rate the quality of the jeans. The marketer predicted that after viewing the advertisement, the students' ratings of the new jeans would be more positive than their original ratings. In this experiment, students' ratings of the new blue jeans served as the:
A market researcher showed a new brand of blue jeans to several groups of students and asked the students to rate the quality of the jeans. Two weeks...
As marketing vice president of Health Care Services, Inc., you are in charge of developing an experiment to test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory. Which experiment will do this best?
As marketing vice president of Health Care Services, Inc., you are in charge of developing an experiment to test the hypothesis that increasing the number...
Eppie's Used Cars wanted to discover whether straight discounting worked better than a free gift. It ran two different television commercials on alternate Wednesdays. Commercial A offered 20 percent off Blue Book price for any four-wheel-drive vehicle on the lot while Commercial B offered a free tent with the purchase of any four-wheel-drive vehicle at Blue Book price. The offer was what is called the experimental independent variable. Whether it was cold or rained when any of the commercials ran is an extraneous independent variable. How many people responded to each type of offer is called the ___, and would suggest whether straight discounting or a gift incentive was the better strategy for increasing traffic.
Eppie's Used Cars wanted to discover whether straight discounting worked better than a free gift. It ran two different television commercials on alternate...
An experiment involves the manipulation of a(n) _________ variable.
An experiment involves the manipulation of a(n) _________ variable.A.independentB.dependentC.experimentalD.primaryAnswer:&nbs...
A test market for a new Kellogg's cereal is an example of a(n):
A test market for a new Kellogg's cereal is an example of a(n):A.hypothesis generation.B.deviation test.C.experiment.D.observational data creation.An...
A marketer sends out a newsletter to one group that has the sent address of 'newsletter@companyX.com.' This marketer sends out the same newsletter to another group that has the sent address of 'alex_g@companyX.com.' The researcher is attempting to determine the differences in response and open rates based on which address the newsletter is sent from. What is the marketer engaging in?
A marketer sends out a newsletter to one group that has the sent address of 'newsletter@companyX.com.' This marketer sends out the same newsletter to...
A survey shows that 92.6 percent Canadians from Ontario have used toothpaste in the last twelve months and 87.2 percent of Canadians from the Western provinces have used toothpaste during the same period. This information was most likely gathered by using which type of question?
A survey shows that 92.6 percent Canadians from Ontario have used toothpaste in the last twelve months and 87.2 percent of Canadians from the Western...
"Have you been to a dentist within the past six months? __ Yes __ No?" is an example of which type of question?
"Have you been to a dentist within the past six months? __ Yes __ No?" is an example of which type of question?A.Likert scaleB.semantic differentialC...
The type of question you are answering right now is an example of a(n) _____ question.
The type of question you are answering right now is an example of a(n) _____ question.A.Likert scaleB.fixed alternativeC.dichotomousD.open-endedAnswe...
The type of question you are answering if you are asked to indicate on a seven-point scale anchored by 'highly unlikely' to 'highly likely' to the question "What is the likelihood that you will purchase a new laptop computer within the next 12 months?" is an example of a _____ question.
The type of question you are answering if you are asked to indicate on a seven-point scale anchored by 'highly unlikely' to 'highly likely' to the question...
Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30, a great deal of information was gathered to determine what types of items should be carried, the image of the store, its advertising, etc. Which of the following is an example of an open-ended question that might have been asked?
Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30, a great deal of information was gathered to determine what types...
"Do you smoke? Answer either Yes or No even if it is only on rare occasions that you do smoke" is an example of which type of question?
"Do you smoke? Answer either Yes or No even if it is only on rare occasions that you do smoke" is an example of which type of question?A.Likert scaleB.fixed...
"Why do you attend university?" is an example of which type of question?
"Why do you attend university?" is an example of which type of question?A.Likert scaleB.fixed alternativeC.dichotomousD.open-endedAnswer:&nbs...
The following question that appears on a questionnaire, "What is your age? A. less than 20 years old, B. 20 to 40 years old, C. 40 to 60 years old, D. 60 years old or more" is most likely an example of a(n):
The following question that appears on a questionnaire, "What is your age? A. less than 20 years old, B. 20 to 40 years old, C. 40 to 60 years old, D....
The following question that appears on a questionnaire, "Did you serve any healthy, nutritious meals last week?" is most likely an example of a(n):
The following question that appears on a questionnaire, "Did you serve any healthy, nutritious meals last week?" is most likely an example of a(n):A.leading...
"Did you drive to college and buy your lunch there last week?" is most likely an example of a(n):
"Did you drive to college and buy your lunch there last week?" is most likely an example of a(n):A.leading question.B.a combination of two questions in...
What is your age? A. Under 20 years, B. 21 to 45 years, C. 46 to 60 years is most likely an example of a(n):
What is your age? A. Under 20 years, B. 21 to 45 years, C. 46 to 60 years is most likely an example of a(n):A.leading question.B.a combination of two...
The question, "How many meals will you eat in restaurants in the next year?" is an example of a(n):
The question, "How many meals will you eat in restaurants in the next year?" is an example of a(n):A.leading question.B.two questions in one.C.question...
One of the reasons to choose using brain-imaging based neuromarketing tools over traditional focus groups is that:
One of the reasons to choose using brain-imaging based neuromarketing tools over traditional focus groups is that:A.the results are often more accurateB.the...
"Do you like pretzels and chips? ___ Yes ___ No." is a poorly worded question because:
"Do you like pretzels and chips? ___ Yes ___ No." is a poorly worded question because:A.it is a leading question.B.it is actually two questions in one.C.it...
When marketers decide to use surveys to ask questions, they make each of the following assumptions EXCEPT:
When marketers decide to use surveys to ask questions, they make each of the following assumptions EXCEPT:A.the right questions are being asked.B.people...
When compared with telephone and mail surveys, which of the following is NOT a characteristic of individual interview surveys?
When compared with telephone and mail surveys, which of the following is NOT a characteristic of individual interview surveys?A.most expensive because...
Which survey is most expensive because of the interviewer's time and travel expenses?
Which survey is most expensive because of the interviewer's time and travel expenses?A.telephoneB.personal interviewC.focus groupsD.mailAnswer:&nbs...
Which survey type is usually biased because those likely to respond have had especially positive or negative experiences with a given product, service, or brand?
Which survey type is usually biased because those likely to respond have had especially positive or negative experiences with a given product, service,...
A publishing company sponsors an informal one-time-only session with an influential college professor who uses a given text. The professor meets to discuss the textbook, its study guide, and the product's competition. This is an example of a(n):
A publishing company sponsors an informal one-time-only session with an influential college professor who uses a given text. The professor meets to discuss...
Coca-Cola is considering getting into the smartphone market. John, who is in their marketing department, conducts a detailed interview with leading research on smartphones. This activity is referred to as:
Coca-Cola is considering getting into the smartphone market. John, who is in their marketing department, conducts a detailed interview with leading research...
Cribs 'R Us is a leading provider of baby cribs and seats to parents in Canada. They are considering making some design changes to baby cribs because they recognize that most parents eventually pass on their old crib to relatives who have new children. They asked four parents and their corresponding relatives, who engaged in this 'hand-me-down' activity, to the head office to discuss what would they want to see in a new crib edition, one specifically focused for those that hand cribs down to their relatives. Cribs 'R Us is engaging in what type of activity?
Cribs 'R Us is a leading provider of baby cribs and seats to parents in Canada. They are considering making some design changes to baby cribs because...
Canada's military ran informal sessions in cities across Canada to find out what images should appear in the Army's next recruitment campaign. These groups of eight or nine individuals aged 18-24 responded to questions posed by a group leader regarding their opinions on reality in military ads. This is an example of a:
Canada's military ran informal sessions in cities across Canada to find out what images should appear in the Army's next recruitment campaign. These groups...
McGraw-Hill, a publishing company, sponsors an informal one-time-only session with seven university instructors who use a given textbook. The instructors meet to discuss the textbook, its study guide, and the product's competition. This is an example of a:
McGraw-Hill, a publishing company, sponsors an informal one-time-only session with seven university instructors who use a given textbook. The instructors...
DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to deal with claims. It wants to introduce its product into new markets, but before it does so, it wants to have a prediction of how successful its sales efforts will be. One of the first things researchers did was to invite in a group of eight people with insurance to talk about home and auto insurance. Their conversation was recorded and later analyzed to determine if there were any differences between customers from different countries. This was an example of a(n):
DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to deal with claims. It wants to...
The Toronto Blue Jays professional baseball team wanted to develop creative ways to boost sagging attendance at their ball games. The Jays hired a moderator who, after every home game during the month of July, led informal discussions with groups of six to ten fans to find out what they did and did not like about the baseball team. The discussions were tape recorded and videotaped so that researchers could review the data at a later date and in more detail. What are such informal research discussions called?
The Toronto Blue Jays professional baseball team wanted to develop creative ways to boost sagging attendance at their ball games. The Jays hired a moderator...
Shelly, the manager of a large grocery store, was concerned. She had received complaints from several customers who said they had been treated rudely by clerks at the store. In order to determine whether or not her clerks were indeed rude, Shelly hired a team of marketing researchers. The researchers posed as customers shopping in the store, but were actually taking notes and recording the actions of the store clerks. Later, Shelly reviewed those notes. The research notes Shelly reviewed were a form of _____ data.
Shelly, the manager of a large grocery store, was concerned. She had received complaints from several customers who said they had been treated rudely...
You are the product manager for a new children's cold breakfast cereal. Its proposed brand name is Barney, named after the popular, purple dinosaur of the PBS children's television show Barney & Friends. Barney cereal is positioned as a health-oriented, fun and socially positive cereal that consists of natural whole grains and fruit-sweetened, Barney-like purple dinosaurs that provide children with more than the 100 percent recommended daily allowance of vitamins A, B, and C. To ascertain the cereal's appeal among prospective buyers, each of the following would be a primary data collection method to help you make marketing decisions regarding the new Barney brand cereal EXCEPT:
You are the product manager for a new children's cold breakfast cereal. Its proposed brand name is Barney, named after the popular, purple dinosaur of...
Someone making the statement, "Before we begin this project, we'll have to hire someone to interview people to find out how many people in a 50-mile radius could use our service, what their average income is, and what their occupations are." is preparing to:
Someone making the statement, "Before we begin this project, we'll have to hire someone to interview people to find out how many people in a 50-mile radius...
Two important advantages of secondary data are:
Two important advantages of secondary data are:A.they are inexpensive and up-to-date.B.they are up-to-date and supply all relevant categories of information.C.they...
Marketing Works, a market research firm located in Anchorage, Alaska, specializes in providing marketing information to retail stores around the world. The employees at Marketing Works perform a variety of services for and provide a wide range of information to their clients. For example, they collect data on consumer demographics, purchase behaviour, lifestyle, and responses to sales promotions. Finally, the Marketing Works employees analyze, interpret, and interrelate the data they have collected and provide retailers with market-related information. Marketing Works is an example of a firm that offers:
Marketing Works, a market research firm located in Anchorage, Alaska, specializes in providing marketing information to retail stores around the world....
A supermarket placed diapers, beer, and potato chips together, and observed significant increases in the sales of all three. Which tool was likely used by the supermarket to reach the conclusion to place all three products together?
A supermarket placed diapers, beer, and potato chips together, and observed significant increases in the sales of all three. Which tool was likely used...
Marketing data services offer single source data, which is information provided by a single firm on household demographics and lifestyle, purchases, TV viewing behaviour, and:
Marketing data services offer single source data, which is information provided by a single firm on household demographics and lifestyle, purchases, TV...
Information provided by one firm on household demographics and lifestyle, purchases, TV viewing behaviour, and responses to promotions is called:
Information provided by one firm on household demographics and lifestyle, purchases, TV viewing behaviour, and responses to promotions is called:A.multi-source...
Statistics Canada completes the census of Canada once every decade, which gives detailed information on Canadian households. This service provides:
Statistics Canada completes the census of Canada once every decade, which gives detailed information on Canadian households. This service provides:A.primary...
Each of the following is an example of external secondary data EXCEPT?
Each of the following is an example of external secondary data EXCEPT?A.a survey by the Economic Research Service of the Canadian. Department of AgricultureB.government...
While a university student, you need to complete a research project on the beverage consumption habits of Canadians. You head into your campus library, where you have special access to research reports compiled by Financial Post, Gartner, and Deloitte. This data is called
While a university student, you need to complete a research project on the beverage consumption habits of Canadians. You head into your campus library,...
According to research conducted by Canadian cultural anthropologists, Canadians place a high importance on personal relationships. This leads them to be extremely reluctant to buy through an impersonal medium like a telephone. For an insurance company that was hoping to sell insurance through telemarketers, this research would be an example of:
According to research conducted by Canadian cultural anthropologists, Canadians place a high importance on personal relationships. This leads them to...
The National Health Interview Survey is conducted annually by the Centers for Disease Control and Prevention. By examining information gathered from sampling, it was able to announce that 14.1 percent of all Americans lacked health care insurance in 2001. A health care organization doing research on patient non-payment would refer to this information as _____ data.
The National Health Interview Survey is conducted annually by the Centers for Disease Control and Prevention. By examining information gathered from sampling,...
When Karsh & Hagan Advertising Agency uses information found in Nielsen Reports, published by the A.C. Nielsen Company, to plan television advertising schedules for its clients it is relying on _____ data.
When Karsh & Hagan Advertising Agency uses information found in Nielsen Reports, published by the A.C. Nielsen Company, to plan television advertising...
When a marketing researcher uses a collection of reports, financial statements, and surveys from different departments within her firm, she is using:
When a marketing researcher uses a collection of reports, financial statements, and surveys from different departments within her firm, she is using:A.primary...
All of the following are examples of internal secondary data EXCEPT:
All of the following are examples of internal secondary data EXCEPT:A.Nielsen ratings reports for Ontario purchased by an organization.B.an organization's...
A researcher stands at a traffic light and counts the number of cars that make left turns. These findings will be used to determine if an 'advanced green' needs to be installed. What form of research is being conducted?
A researcher stands at a traffic light and counts the number of cars that make left turns. These findings will be used to determine if an 'advanced green'...
Using data provided by the Canadian census to understand the demographics of a particular market is known as
Using data provided by the Canadian census to understand the demographics of a particular market is known asA.primary data.B.secondary data.C.census data.D.demographic...
Joe Carson, the owner of Carson Sailboats, is concerned about slumping sales. Sales so far this year are 40 percent below last year's sales. Joe is concerned. He starts doing some research on the Internet to see if there are any trends he can identify to explain the slump. He then talks to several other people in the industry to get their opinions. Joe is conducting _______ research.
Joe Carson, the owner of Carson Sailboats, is concerned about slumping sales. Sales so far this year are 40 percent below last year's sales. Joe is concerned....
All of the below are considered basic techniques of exploratory research except:
All of the below are considered basic techniques of exploratory research except:A.secondary data analysisB.focus groupsC.depth interviewsD.primary re...
After defining the problem, the next step in the marketing research process is:
After defining the problem, the next step in the marketing research process is:A.formal research design.B.evaluate the results.C.data analysis and collection.D.conclusion...
The notion of whether the research measured what was intended to be measured is referred to as:
The notion of whether the research measured what was intended to be measured is referred to as:A.validityB.measurabilityC.reliabilityD.objectivityAns...
A researcher recently published findings that suggested: "shoppers are five times more likely to buy red clothing over any other colour." Three of the researcher's peers conducted an identical study, but could not conclude the same result, within significant error allowances. This suggests the study as an issue with:
A researcher recently published findings that suggested: "shoppers are five times more likely to buy red clothing over any other colour." Three of the...
Oreo Cookies conducts an online panel to understand potential product changes for an existing buying group. The company asks the panel to rate aspects of the product that are:
Oreo Cookies conducts an online panel to understand potential product changes for an existing buying group. The company asks the panel to rate aspects...
Impiric is an integrated marketing solutions company. Whenever a client comes to it wondering why a product was not welcomed by its target audience or why customers have stopped buying another product, Impiric always suggests the marketing research process begins with:
Impiric is an integrated marketing solutions company. Whenever a client comes to it wondering why a product was not welcomed by its target audience or...
Watch was a teen publication given out free to high school students, but the publication was unable to deliver the response rates to coupons or sample offers that its advertisers expected. After defining the problem, its publisher developed a formal research plan, gathered information from teen focus groups, analyzed the findings, and replaced Watch magazine with Fuel for boys and Verve for girls. How would a marketer describe the publisher's action?
Watch was a teen publication given out free to high school students, but the publication was unable to deliver the response rates to coupons or sample...
Which of the following is NOT a step in the marketing research process?
Which of the following is NOT a step in the marketing research process?A.Problem definition.B.Formal research design.C.Take marketing actions.D.Data collection...
When the Dairy Farmers of Canada conducted initial research on milk consumers, it discovered that many believed milk was too fattening and too high in cholesterol. The association felt that these beliefs might be related to the overall decline in milk consumption in Canada. To test this assumption, the association ran a television advertising campaign to demonstrate that milk was a healthful product and essential to a person's diet. In its tracking studies, it found that the ad campaign did change consumer attitudes toward milk, which, in turn, was related to a subsequent increase in milk consumption. This is an example of __________ research, followed up by _________ research.
When the Dairy Farmers of Canada conducted initial research on milk consumers, it discovered that many believed milk was too fattening and too high in...
A local farmer attempts to understand if by displaying a large neon sign describing a 'two-for-one' special on pumpkins will result in an increase in sales. This farmer is undertaking what type of research?
A local farmer attempts to understand if by displaying a large neon sign describing a 'two-for-one' special on pumpkins will result in an increase in...
Magazines, radio stations, and television stations almost always do ___________ research to identify the characteristics of audiences.
Magazines, radio stations, and television stations almost always do ___________ research to identify the characteristics of audiences.A.primaryB.caus...
Profiling product purchasers (e.g., the Canadian shopper at the health food store), describing the size and characteristics of markets (e.g., the Canadian pizza restaurant market), detailing product usage patterns (e.g., ATM usage by Canadian bank customers), or outlining consumer attitudes toward particular brands (e.g., Canadian attitudes toward national, private, and generic brands) are collectively known as which type of research?
Profiling product purchasers (e.g., the Canadian shopper at the health food store), describing the size and characteristics of markets (e.g., the Canadian...
A survey is conducted by a local clothing retailer to understand the ratio of males versus females in a ten kilometer square around their location, in order to understand which products to carry. This research is referred to as:
A survey is conducted by a local clothing retailer to understand the ratio of males versus females in a ten kilometer square around their location, in...
The Prince Edward Island Tourism Board wanted to understand why there was such a large increase in visitors to PEI last year. They conducted preliminary research with visitors to get some ideas. This is an example of:
The Prince Edward Island Tourism Board wanted to understand why there was such a large increase in visitors to PEI last year. They conducted preliminary...
Blackberry is considering entering the television industry, and Ken, in the marketing department, conducts some basic research to get an initial understanding of the industry. Which type of research is Ken conducting?
Blackberry is considering entering the television industry, and Ken, in the marketing department, conducts some basic research to get an initial understanding...
The nature of the problem should determine the type of marketing research conducted. Which one of the following is NOT a basic type of marketing research?
The nature of the problem should determine the type of marketing research conducted. Which one of the following is NOT a basic type of marketing rese...
The makers of Samsung smartphones conduct a search in Twitter using the keyword 'iPhone' in order to understand what individuals are saying. Samsung is conducting which activity?
The makers of Samsung smartphones conduct a search in Twitter using the keyword 'iPhone' in order to understand what individuals are saying. Samsung is...
The Dairy Farmers of Canada, an association representing dairy producers in the country, wanted to discover why milk consumption was declining in Canada. The marketing manager for this association decided they should first:
The Dairy Farmers of Canada, an association representing dairy producers in the country, wanted to discover why milk consumption was declining in Canada....
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