Ch 4 quiz
Which of the marketing measurement pathways captures the brand's imagery and attributes, equity drivers, and financial valuation?
Brand metrics
Which of the marketing measurement pathways captures the hierarchy of effects, satisfaction/experience, and attitude/behavior segment migration?
Customer metrics
Which of the following is one of the positive aspects to online research?
Online research is fast.
Which of the following is one of the negative aspects to online research?
Online samples can be small and skewed.
Which of the following is an internal marketing metric?
Willingness to change
The type of open-ended question where a picture is presented and respondents are asked to make up a story about what they think is happening or might happen in the picture is ________.
a Thematic Apperception Test
If American Airlines introduces an in-flight Internet service on one of its regular flights from Chicago to Tokyo and charges $25 one week and $15 the next week to matched groups of subjects while controlling for extraneous variables, it is engaged in ________ research.
experiemental
When market researchers ask increasingly more specific "why" questions to reveal consumer motivations and deeper, more abstract goals, they are using ________.
laddering
"Small airlines generally give better service than large ones." A question that asks the respondent to show the amount of agreement/disagreement with this statement on a scale numbered from 1 (Strongly Disagree) to 5 (Strongly Disagree) is an example of a(n) ________ item.
Likert scale
________ is the set of measures that helps marketers quantify, compare, and interpret their marketing performance.
Marketing metrics
Which of the following is the most versatile, and most expensive, method of contacting customers?
Personal contacts
Which of the following is an example of an external marketing metric?
Relative perceived quality
If Bank of America followed female Baby Boomers at home and while they shopped to observe things the shoppers might not have been able to articulate, they were using ________ research.
ethnographic
Safeway supermarket's scanner data shows that high-income people don't necessarily buy the more expensive brands. This is an example of ________ research.
behavioral
"What is your opinion of Cracker Barrel?" is a question that respondents can answer in an almost unlimited number of ways, and is therefore a(n) ________ question.
completely unstructured
When American Airlines decided to review new ideas aimed at businesspeople such as Internet connections and 124 channels of satellite cable TV, its first step in the marketing research process was to ________.
define the problem and research objectives
When American Airlines asked how many first-class passengers would purchase in-flight Internet service at $25, it was conducting ________ research.
descriptive
Procter & Gamble's Consumer Market and Knowledge function is responsible for ________, or the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing a company.
marketing research
A(n) ________ flashes an ad to a subject with an exposure interval that might range from less than one-hundredth of a second to several seconds and asks respondents to describe what they recall.
tachistocope
In a questionnaire, ________ allow respondents to answer in their own words and often reveal more about how people think rather than measuring how many people think in a certain way.
open-ended questions
In a questionnaire, completely unstructured questions, word-association questions, sentence-completion questions, and story-completion questions are all examples of __________________.
open-ended questions
Researchers usually start their investigation by examining some of the rich variety of low-cost and readily available ________, and then collect ________ if the needed data does not exist or is dated, inaccurate, incomplete, or unreliable.
secondary data; primary data
A ________ tracks the satisfaction of various constituencies who have a critical interest in and impact on the company's performance: employees, suppliers, banks, distributors, retailers, and stockholders.
stakeholder-performance scorecard
________ asks people to create a collage from magazine photos or drawings to depict their perceptions.
visualization
The Nielsen Company, Kantar Group, Westat, and IRI are examples of ________, or firms that gather consumer and trade information that they then sell for a fee.
syndicated-service research firms
