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.