Conducting Marketing Research

What is the formal definition of marketing research as provided by the American Marketing Association?

When Tropicana redesigned its orange juice packaging and subsequently experienced a sales drop, what was the reported percentage of the sales decrease?

Which of the following describes syndicated-service research firms?

In the case of the poorly conceived marketing research for the movie Star Wars, why did the research executive predict the film would fail?

What is the primary purpose of causal research?

In the American Airlines case study, what was the estimated revenue from Wi-Fi access over 10 years if enough first-class passengers paid the specified price?

Which research approach uses concepts and tools from anthropology and other social science disciplines to provide deep cultural understanding of how people live and work?

What is the typical size of a focus group as described in the chapter?

What is the primary purpose of experimental research in a marketing context?

In the context of research questionnaires, what type of question is a Likert scale?

What is the basic assumption behind the Zaltman Metaphor Elicitation Technique (ZMET)?

What is the purpose of a galvanometer as a technological device in marketing research?

According to the chapter, what is the primary advantage of probability sampling?

What cost savings can a typical online survey offer compared to a conventional survey?

What is a 'persona' in the context of marketing research?

According to the survey findings for the American Airlines case, what fee for Wi-Fi service would produce the most revenue per flight?

What is a marketing decision support system (MDSS), as defined by MIT's John Little?

According to Table 4.2, 'The Seven Characteristics of Good Marketing Research', what was the outcome of the research creativity used to reposition Cheetos snacks?

What are marketing metrics?

Which of the following is identified as a shortcoming of marketing-mix modeling?

What is the formal definition of a marketing dashboard?

According to the measurement 'pathways' described by Pat LaPointe, which pathway focuses on how well marketing expenditures are achieving short-term returns?

What was the reported global spending on marketing research in 2013, according to ESOMAR?

What is the typical range for a company's marketing research budget as a percentage of company sales?

In the Thomson Reuters case study, what was the name of the research approach where researchers combined observation with detailed interviews to understand what end users were doing before and after using a Thomson product?

Which type of research instrument is described as being useful in exploratory research for gaining insight into how people think, rather than just measuring how many people think a certain way?

In a sampling plan, what is the role of the sampling frame?

What does the qualitative research technique of 'laddering' involve?

According to the chapter, what is a significant disadvantage of online research related to the 'digital divide'?

In the Best Buy persona example, which persona represented a suburban mom who depends on the Geek Squad as she would a landscaper or plumber?

Which of the seven characteristics of good marketing research is demonstrated by the principle that researchers should be alert to problems caused by 'marketing myths'?

What is the primary function of the 'customer metrics pathway' in Pat LaPointe's model of marketing dashboards?

What does a 'sampling unit' refer to in a sampling plan?

What is the term for brain research on the effect of marketing stimuli, which may use techniques like EEG to gauge consumer responses to ads?

In the American Airlines case study, what was the estimated cost per plane to make the ultra high-speed Wi-Fi connection available?

What is one of the creative and affordable ways small companies can conduct marketing research, as mentioned in the chapter?

In the American Airlines survey findings, assuming a flight takes place 365 days a year, how many years would it take for the Wi-Fi investment of 90,000 dollars per plane to break even if priced at 25 dollars?

What is the first step in the formal marketing research process?

In the context of the marketing research process, what are secondary data?

What did ConAgra's ethnographic research for its Orville Redenbacher popcorn reveal as the 'essence of popcorn'?

According to the 'Marketing Questionnaire Dos And Don’ts' memo, why should researchers avoid hypothetical questions?

How many main metaphors did Gerald Zaltman identify as universal deep orientations that shape consumer thought and feeling in his ZMET technique?

What is a key reason for the difficulty in collecting consistent information internationally in marketing research?

In the Unilever hair-care launch for Sunsilk, what was the name of the persona created to represent the target consumer?

Which of the following research approaches is defined by gathering 6 to 10 people to discuss various topics at length, with the goal of uncovering their real motivations?

What is the primary characteristic of a customer-performance scorecard?

In what stage of the marketing research process would a researcher make decisions about data sources, research approaches, and contact methods?

What is defined as a gathering of 6 to 10 people carefully selected for demographic or other considerations to discuss various topics at length for a small payment?

What does 'Ethical marketing', as a characteristic of good marketing research, mean for the sponsoring company and its customers?

What is the final step in the six-step marketing research process?