marekting exam #2 ---- ch.7 Flashcards
The research and development team will gather important information by first using ________Blank data.
Multiple Choice
secondary
A specific research objective from the information obtained in the small groups is to
explore how consumer attitudes towards snacking were evolving.
In order to understand consumer purchasing patterns for Lay’s chips, Frito-Lay market researchers are likely to use ________Blank because it analyzes large purchase history databases and coupon redemption histories looking for patterns.
data mining
Carmex uses key Facebook metrics such as “likes” and “engagement” to keep up with the size and activity of Carmex’s Facebook audience. In what stage of the marketing research approach would the Carmex manager determine the number of current Facebook likes and level of engagement activity?
Collect relevant information.
If Carmex sent an email survey to each email address registered through its Facebook page to determine what the demographic profile of its average Facebook fan looked like, this would be an example of ________Blank data gathering.
primary
In addition to Facebook research, Carmex uses retailer checkout scanner data to determine which formulations of Carmex are most popular. This type of primary data gathered through the front-end checkout data is classified as ________Blank data.
observational
data, or the facts and figures that have already been collected about Coffee Collective prior to the research at hand, might include previous years’ budgets, old Coffee Collective marketing activities, internal sales figures, and customer emails.
Internal secondary
If Martha wants to determine whether or not she should offer open mic night at the Coffee Collective as part of the coffee experience, this would be an example of her
defining the problem.
Which of the following would allow Gabby the most flexibility in asking probing questions about why customers would want an open mic night?
personal interviews
Instead of using survey information, Martha decides she would rather use ________Blank to find hidden information within her customer relationship management database and uncover links between spending habits and which types of entertainment should be marketed by the Coffee Collective.
data mining
data includes information collected from national TV ratings, mystery shopper experiences, and neuromarketing techniques collected for the project at hand.
Primary observational
