Ch 10 Practice

What business problem are MaryAnn and Nana attempting to resolve through marketing research?

Customers want Crepes a la Nana to expand their breakfast menu, but MaryAnn and Nana do not know what they want.

Consumers' differing attitudes toward crackers and chips were discovered during

data analysis.

MaryAnn looks into Crepes a la Nana's sales databases to determine who among the firm's existing catering clients might want to see a new item added to the breakfast menu. Data from the firm's sales database represent

internal, secondary data.

For Kraft, the information it gathered from market research guided its decisions regarding which of the 4Ps?

product and place

By using focus group feedback, Kraft was able to develop a positioning strategy. Focus groups are what type of research?

qualitative

MaryAnn and Nana conduct interviews to better understand what their customers want to see on the menu. Interviews will provide MaryAnn and Nana with what type of data?

qualitative, primary data

MaryAnn and Nana conduct surveys to determine which potential new menu item would be most popular among customers. Surveys will provide MaryAnn and Nana with what type of data?

quantitative, primary data

Facts about the chip category obtained from AC Nielsen are

syndicated data.

An advantage of the primary data gathered from customer interviews is that

the responses will be directly related to the research problem.