MKT Chapter 10 Assessment

With more than 310 million active customers and billions of pieces of shopping data, Amazon qualifies as a

big data user.

Before deciding on a new promotional campaign, Jeffrey's Muffins looked at its customers' buying patterns over a 15-year period as determined by their use of a loyalty card. What method did Jeffrey's use to make sense of the data that were available?

data mining

Company sales invoices, census data, and trade association statistics are examples of

secondary data.

Firms that are engaged in sentiment mining are analyzing data collected from

social media sites.

Which of the following is an unstructured question?

"What are the most important characteristics for choosing a brand of shampoo?"

___________ is the process of examining consumers' brain patterns to determine their responses to marketing communications, products, or services for the purpose of developing marketing tactics or strategies.

Neuromarketing

________ plays an important part in protecting privacy and requires companies to disclose their privacy practices to customers on an annual basis.

The Federal Trade Commission

The term _______ refers to the enormous amount of information that firms now have access to but cannot handle using conventional data management and data mining software.

big data

A(n) __________ is a small group of people brought together for an intensive discussion of a topic.

focus group

Every month, Dr. Combahee takes her staff to lunch and asks them to share patients' comments and concerns. Dr. Combahee uses the lunches as an informal marketing research effort intended primarily to

help her understand the needs of her customers.

Vic's custom auctioneering service provides online auction selling assistance. Vic plans to conduct marketing research to determine which auction site is best for his customers. His next step is to

identify the type of data he needs.

In questionnaire design, a question such as "Do anti-lock braking systems reduce car accidents?"

is a question that respondents cannot easily or accurately answer.

A major disadvantage of primary data collection is

it requires more sophisticated training and experience to design the study and collect data.

The marketing research process follows five steps, and researchers

may not always go through them in the exact sequence if the situation changes or new information is discovered.

Each time you go to the grocery store and have your purchases scanned while using a loyalty or bonus reward card, you are contributing to a database that can help marketers determine all of the following except

other stores where you buy similar products.

A restaurant chain is working on improving the quality of its food and service. To track its progress it recruits customers who agree to respond to customer satisfaction surveys once every three months over the next two years. What kind of data is the restaurant chain collecting?

panel data

Jaleel is the marketing manager for a moderately well-known rock band. He wants to know more about industry trends including sales by different musical styles, online downloads, and concert attendance. Jaleel will most likely use __________ to gather this type of data.

syndicated data

From charitable giving to medical records to Internet tracking, consumers are more anxious than ever about

their fundamental right to privacy.

Joseph is reviewing secondary data his company collected about seasonal variations in consumer spending because he is thinking about developing a new product line. The advantages of using these data include

they can be quickly accessed at a relatively low cost.

When consumers are __________, observation becomes particularly useful in understanding consumers' preferences.

unable to articulate their experiences