Principles of Marketing - Chapter 4 Video Assignment: Domino's Pizza Managing Marketing Information

2) 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? a. Implementing the research plan b. Defining the problem and research objectives c. Reporting the findings d. Interpreting the findings e. Developing the research plan

Defining the problem and research objectives

1) In order to determine which combination of crust, sauce, and cheese options work best together, the Domino's researchers employed a(n) __________ research design. a. observational b. experimental c. descriptive d. survey-based e. focus group

Experimental

5) 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 __________. a. advertising agency b. customer focus group c. marketing department d. predictive analytics team e. marketing information system

Marketing Information System

4) 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 __________: a. observational research b. casual research c. quantitative research d. descriptive research e. experimental research

Observational Research

3) 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 __________. a. behavioral target b. sample c. target market d. market segment e. population

Sample