PowerAde is developing a new product designed specifically for golfers. It is testing the product in markets across the Southwest and collecting research on taste, nutrient replenishment, and price. It is using marketing research for which activity?
To focus on the importance of retaining customers
To improve the quality of decision making
To trace problems
To understand the changing marketplace
Ted is a manager at Target. He implements a price change in a product and sees sales increase quickly. This is an example of which characteristic of a marketing decision support system?
Accessible
Discovery-oriented
Flexible
Interactive
Apple Computers is testing a new iPod with frequent travelers at major airports. It is collecting research on battery life, screen size, and portability. It is using marketing research for which activity?
Zappos Shoes determined it must implement a money-back guarantee and offer free shipping for product returns. It used marketing research for which activity?
Sticky Fingers Barbecue instantly delivers an online survey to thousands of customers. Which advantage of using the Internet to conduct marketing research does this represent?
Contact with the hard-to-reach
Dramatically reduced costs
Personalized questions and data
Rapid development and real-time reporting
Sharon surveys her sales clerks about the effect of a price increase on a certain product. This is an example of which characteristic of a marketing decision support system?
Food Lion e-mails a survey asking customers about the prices they are willing to pay for certain products. It targets certain surveys to certain markets. Which advantage of using the Internet to conduct marketing research does this represent?
Cisco determined that it will use surveys of current customers to conduct research about a new product offering. What step in the marketing research process should it take next?
Identify and formulate the problem or opportunity
Plan the research design and gather primary data
Specify the sampling procedures
Collect the data
Toyota decided that its advertisements are not reaching the intended target market. What step in the marketing research process should it take next?
Starbucks will use random customer taste tests in a mall to determine if a new product will sell. What step in the marketing research process should it take next?
Analyze the data
Prepare and present the report
Follow up
A company wants to know if it should change the product offerings in its leastpopular line. What step in the marketing research process should it take?
Managers for a local credit union recently discussed their marketing plan. They questioned if the plan was effective in attracting new customers. What step in the marketing research process should they take?
Turtle Wax wrote and delivered its findings from the telephone interviews it conducted about its no-rinse car wash product. What step in the marketing research process should it take next?
A company reviewed and studied all of the findings from the regional focus groups it conducted about upcoming advertisements. What step in the marketing research process should it take next?
Keebler decided it will use the mall intercept technique to conduct research about a change in a cracker’s taste. What step in the marketing research process should it take next?
A local Chick-fil-A owner will interview people referred by frequent customers to determine if a new menu item will succeed. What step in the marketing research process should it take next?
A company determined that a product in its best product line is not meeting sales expectations. What step in the marketing research process should it take next?
State Farm Insurance wrote and delivered its findings from the mall intercept research it conducted to gauge the effectiveness of its advertising. What step in the marketing research process should it take next?
Apple Computers used telephone interviews of recent business purchasing managers to conduct research about its customer service policies. What step in the marketing research process should it take next?
Mattel wrote and delivered its findings from online user surveys about its product offerings. What step in the marketing research process should it take next?
S.C. Johnson reviewed and studied all of the findings from the telephone interviews it conducted about its Pledge Duster Plus product. What step in the marketing research process should it take next?
A hospital surveyed a random sample of recent patients in order to determine satisfaction levels about the care they received. What step in the marketing research process should it take next?
A local restaurant will interview friends and relatives of the staff to determine the satisfaction with a new menu item. What step in the marketing research process should it take next?
LL Bean conducted telephone interviews with customers that live in the northeastern U.S. about a new winter outerwear product. What step in the marketing research process should it take next?
Sony reviewed and studied all of the findings from the e-mail surveys of recent customers that it conducted to determine the level of customer satisfaction with a recent purchase. What step in the marketing research process should it take next?
The Charlotte Hornets recently surveyed season ticket holders about the food selections at the arena. What step in the marketing research process should it take next?
A company reviewed and studied all of the findings from the closed-ended questionnaire that it used to survey customers about its radio advertisements. What step in the marketing research process should it take next?
Allstate Insurance recently used an open-ended questionnaire to survey customer’s opinions about its product offerings. What step in the marketing research process should it take next?
