Ch9 Market Research Test

Front

Pepsi changed from glass bottles to plastic bottles and wanted to measure what the effect of a packaging change would be on sales. Pepsi used market research to test the impact on sales. Which of the following roles of marketing research is described in this example?

Back

Diagnostic

Front

The most important use of marketing research is that _______.

Back

it can help managers serve both current and future customers accurately and efficiently

Front

Since marketing research is a main data source for management information systems, _______.

Back

the findings of marketing research become data for management decision making

Front

_______ refers to determining what information is needed and how that information can be obtained efficiently and effectively.

Back

The marketing research problem

Front

Which of the following defines the specific information needed to solve a marketing research problem that will provide insightful decision-making information? Options: The marketing research problem, The management decision problem, The marketing research objective, Secondary data

Back

The marketing research objective

Front

Shinn Company looks at the previously collected data over the last three years on consumer preferences in mouthwash and looks to social media to see what customers are saying about its products. This is an example of _______.

Back

secondary data

Front

Charles Marie is a children's clothing shop that specializes in the tween market. To learn what tweens really like in order to stock the shop correctly, Charles Marie refers to data collected from social media, emails, audio files, and YouTube videos. This is an example of _______.

Back

big data

Front

Force Energy Drinks wanted to find out how its new flavors and new packaging were rated by its customers. After checking on different research methods Force Energy Drinks decided to conduct a study that can be sent out to thousands of potential respondents automatically, that will have a high response rate, and that can also keep costs low. This is an example of a(n) _______.

Back

online survey

Front

Which of the following statements is true of online focus groups?
Options: They are cost effective. , They have narrow geographic scope. , They are difficult to access. , They have low participation rates.

Back

They are cost effective.

Front

What is the best research method for Gerber to survey a global audience about new baby food products? Options: Online focus groups, Experimental research, Mall intercepts, Universal sample

Back

Online focus groups