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Ch 7

Authored by Talia Gosselin

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University

Used 4+ times

Ch 7
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24 questions

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1.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Domino’s invited real consumers to focus groups to gather honest opinions about their pizza, then changed the recipe based on feedback. This shows the role of:

Protectionism

Licensing

Marketing research

Globalization

2.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

What is marketing research?

The process of defining a problem/opportunity, systematically collecting and analyzing information, and recommending actions

Asking employees what they think about products

Selling products through intermediaries

Guessing consumer behavior without data

3.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

A yogurt company decides its measure of success will be that consumers must rate yogurt taste 3 out of 5 or higher. This is an example of:

Constraints

Licensing

Measures of success

Market segmentation

4.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Which step of the five-step marketing research approach is often the hardest?

Taking marketing action

Collecting relevant information

Defining the problem

Developing findings

5.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

In marketing research, a constraint refers to:

Competitors’ pricing

Restrictions like time, money, or available people

Measures of success

Social desirability bias

6.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Which statement correctly describes secondary vs. primary data?

Secondary = collected before the project; Primary = collected during the project

Secondary = collected during the project; Primary = collected before the project

Both are always collected for the same purpose

Primary data is always cheaper

7.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Apple uses data from Apple IDs (syncing music, devices, purchases) to recommend content. This is an example of:

Primary data

Secondary internal data

Secondary external data

Questionnaire data

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