Ch 4 quiz

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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


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