Ch 7

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

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

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

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

• Taking marketing action

• Collecting relevant information

• Defining the problem

• Developing findings

In marketing research, a constraint refers to:

• Competitors’ pricing

• Restrictions like time, money, or available people

• Measures of success

• Social desirability bias

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

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

The U.S. Census, JD Power reports, and Nielsen syndicated panels are examples of:

• Secondary external data

• Primary data

• Secondary internal data

• Neuromarketing

An advantage of secondary data is:

• Time savings and low cost

• More flexible than primary data

• Always current and specific

• No limitations

A disadvantage of secondary data is:

• Too costly and time consuming

• May be out of date or not specific enough

• Impossible to generalize

• Hard to collect online