Marketing Chapter 4

Nielsen is engaged in the collection and analysis of information about consumers, competitors, and developments in the marketplace. This systematic monitoring is known as __________. a customer insight b internal databases c big data d marketing information systems e competitive marketing intelligence

competitive marketing intelligence

Nielsen gathers data on millions of people to help marketers gain __________ to use to create strategic marketing decisions. a customer insights b competitive marketing intelligences c big data d marketing information systems e internal databases

customer insights

The Domino's leadership team determined that while it was a great delivery company, the poor taste of their pizza was an impediment to future growth. To what stage of the marketing research process did this realization correspond?

defining the problem and research objectives

A marketer who wishes to gain insight into the demographics and attitudes of consumers who buy their product would likely ask Nielsen to perform which type of research? a Secondary data b Descriptive research c Primary data d Exploratory research e Causal research

descriptive research

In order to determine which combination of crust, sauce, and cheese options work best together, the Domino's researchers employed a(n) __________ research design.

experimental

The group of individuals in the video and the processes by which they gather information to help decision makers generate and validate actionable customer and market insights could be described as Domino's __________.

marketing information system

In order to better understand consumers' perceptions of the taste of Domino's, the research team utilized an online listening approach, examining unsolicited opinions about their pizza on social networks. This approach would best be described as __________:

observational research

Nielsen gathers consumer insights through a variety of ways, including consumer tracking and panels. Which type of research is Nielsen engaged in during these examples? a Focus groups b Online marketing research c Telephone surveys d Mail questionnaires e Causal research

online marketing research

The specific data that Nielsen provides to its clients for a specific purpose that has not been completed before, is most likely which type of data?

primary

In order to assess the effectiveness of its "Oh Yes We Did" ad campaign, Domino's tested the ad using a small group of individuals it thought was representative of the overall market. This group of consumers is called a __________.

sample