Marketing Chapter 4

Decision Point: Choosing an Appropriate Question When writing the questionnaire you decide to include a question that will allow you to classify consumers by consumption level. Which of the following questions should you include in the survey in order to accurately discover this information?

Would you classify yourself as a heavy, moderate, light, or non-consumer of eSports memorabilia and tickets?

Decision Point: Do You Want Primary Sources? Having decided what secondary sources you will use, you now need to decide whether you elect to use any primary sources for obtaining data. This will involve setting up targeted research to answer the questions that you need answered. Note that this research will be carried out in-house by the market research department, but will be quite expensive.

You will use the research department to gather attitudinal data relevant to the research problem and objectives you have set.

Decision Point: Defining the Problem You hold a meeting with the VP of Marketing and others to define the main focus of the research. Which of the following questions would best serve eCompeteUSA at this time?

Can we increase eCompeteUSA's market share by targeting nontraditional niche (small) audiences?

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?

Descriptive research

Decision Point: Choosing Your Research Objectives After defining the problem that eCompeteUSA wants solved, you need to determine what type of research objective to pursue. What type of research objective would be most appropriate given eCompeteUSA's research problem?

Descriptive research

Decision Point: Choosing Your Primary Sources Having decided to use primary sources to obtain data, you need to decide what sort of primary sources you will use. The following three options are suggested by the researchers within the market research department. Choose the one you think best suits your research objectives.

Performing a survey that focuses on consumer knowledge, attitudes, and preferences towards the eSports industry. (best choice)

You have worked with the research department to implement the research plan. The team has gathered the data, checked it for accuracy, and coded it for analysis. How should you present your findings so that the VP of Marketing can best utilize them?

Present only those important insights and findings that you think will be useful in the major decisions made by management.

Decision Point: Choosing Your Research Topic You are now tasked with developing a research plan that would best support the research objectives you have just chosen. You consider your options and narrow them down to the following three.

Research the attitudes that U.S. women and consumers over 35 have towards the eSports industry.

Decision Point: Your First Step You consider the situation, roll up your sleeves, and get to work. What should be the first step you take in obtaining the information you need to help eCompeteUSA move up in the eSports industry?

Set up a meeting with the VP of Marketing and other involved parties to define the problem that needs to be solved.

Decision Point: Choosing Your Data Collection Method Having chosen to use a survey to obtain descriptive data on eSports attitudes, you now need to decide how to contact consumers. You want to gather a large quantity of data fairly quickly, while not incurring high costs. How will you collect this data?

Telephone interviews

Decision Point: Choosing Your Secondary Sources Having decided what you want to research, you now must decide what sources to use to gather your data. The following secondary resources are available. Which will you choose to use first? Bear in mind that using in-house databases costs very little, whereas using a commercial database will incur considerable expenses.

Use in-house year purchase history data from the past 10 years, which contains consumer profiles.

Nielsen is engaged in the collection and analysis of information about consumers, competitors, and developments in the marketplace. This systematic monitoring is known as __________.

competitive marketing intelligence

Nielsen gathers data on millions of people to help marketers gain __________ to use to create strategic marketing decisions.

customer insights

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?

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

Mentoring Moment: Research Types Defining the research problem and research objectives is often regarded as the most difficult step in the marketing research project. Although this step is challenging, it is critically important because it is impossible to solve problems that have not been clearly defined. With the research problem defined, researchers must decide on the type of research they will pursue to generate the data they need. The three types of research (also called objectives) are exploratory, descriptive, and causal. Drag and drop the problem description into the type of research that would most likely be used to generate the appropriate data. When you've classified all the descriptions, click Submit.

Exploratory: - Hypotheses help: Joe's research problem is still not clearly defined, and he needs to generate some hypotheses for his research. - Distinctive coffee: Sierra wants to expand her menu by offering specialty coffees and needs to come up with ideas for creative flavors. Descriptive: - Thirsty athletes: Greg needs to understand how the consumption of sports drinks varies by geographical region. - Yoga love: Gema wants to open a yoga studio in her hometown, but first she wants to understand how her hometown's resedents feel about practicing yoga. Casual: -Price hike: Wei wants to understand what would happen to his sales if he increased the cost of his app from $0.99 to $1.99. - High heels: Sophia wants to know if she can increase the sales of shoes in her boutique by moving the display from the back of the store to next to the registers.

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