Question 1

Best Western International,Inc. ,a national hotel chain,paid couples to videotape themselves as they spent three to seven days on a cross-country trip.From this,Best Western found that women usually decide when to pull off the road,where to stay over night,and what amenities the hotel or motel should have to make their stay more enjoyable.These couples were determining their lodging in a "natural use environment," and so providing __________ research to Best Western.

Accepted Answer

The research conducted by Best Western, which involved observing and studying couples in a natural setting to understand their decision-making process, is an example of ethnographic research. This type of research involves immersing oneself in the culture or environment being studied to gain a deep and holistic understanding of the phenomenon being examined.

Question 2

A specialized observational approach,in which trained observers seek to discover subtle behavioral and emotional reactions as consumers encounter products in their "natural use environment," is referred to as __________ research.

Accepted Answer

Ethnographic research involves observing and documenting behavior in a natural setting or environment, which is exactly what is being described in the question. The other answer choices are not applicable to this specific research approach.

Question 3

Nielsen Media Research collects national TV ratings by using a "people meter." This is a box that is attached to TV sets,VCRs,DVRs,cable boxes,and satellite dishes in about 20,000 households across the country.A viewer uses the remote to signal the people meter that he or she is watching a TV program.The box then transmits the viewing information to the Nielsen Company.The information Nielsen is collecting is referred to as __________.

Accepted Answer

The information being collected by Nielsen Media Research through the people meter is observational data, as it is being gathered by directly observing the behavior of TV viewers in a natural setting.

Question 4

Based on __________,the Campbell's Soup Company changed the labels of most of its soup cans.

Accepted Answer

Social media comments and tweets analysis would provide direct feedback from consumers on the current labels and their preferences for new labels.

Question 5

Martin Lindstrom merged __________ and marketing and presented his controversial findings in his breakthrough book Buy•ology.

Accepted Answer

Martin Lindstrom merged neuroscience and marketing to present his controversial findings in his book Buy•ology.

Question 6

Which of the following statements concerning ethnographic research is most accurate?

Accepted Answer

Ethnographic research involves trained researchers observing consumers in their natural use environment, which is typically done by anthropologists or other researchers with specialized training. The goal is to gain insight into how people actually use products and interact with brands in their day-to-day lives. It does not typically involve physiological responses or genealogical data, as described in options B and C. Option A touches on the idea of cultural diversity, but it is not the primary focus of ethnographic research. Option E makes reference to videotapes, which may sometimes be used in conjunction with ethnographic research, but this is not a defining characteristic of the method.

Question 7

Melanie manages a local store for a national drug store chain,and had received complaints from several customers about rude employees.In order to determine the status of her customer service,Shelly hired a team of marketing researchers,who posed as customers shopping in the store.Occasionally,they may buy something,but their primary purpose was to take notes and record the actions of the service staff.The research notes Melanie received were a form of __________ data.

Accepted Answer

The type of research conducted in this scenario is observational, as the researchers were observing and recording the actions of the service staff. Secondary data refers to data that already exists and has been collected by someone else, while developmental data refers to data collected to develop a new product or service. National and questionnaire data are not applicable in this scenario.

Question 8

In the Fisher-Price photo above,a researcher watches a young child play with his toys.This is an example of

Accepted Answer

The photo shows a researcher observing a child playing with toys, which suggests that the researcher is collecting observational data to be used in future marketing actions. This is a common method of gathering primary data in market research. Therefore, choice C is the best answer, while the other options do not accurately describe the scenario.

Question 9

Figure 8-3 above shows the top ten prime-time broadcast TV shows during a recent May sweeps week.If an advertiser such as Apple wanted to buy time on one of these TV shows,which of the following statements would be most accurate?

Accepted Answer

The statement that "The cost of an advertisement shown on American Idol-Thursday would cost more than one aired during Dancing with the Stars-Results" is supported by the fact that American Idol-Thursday had a higher rating than Dancing with the Stars-Results. Advertisers typically pay more for shows with higher ratings, so it is likely that an advertisement during American Idol-Thursday would cost more than one aired during Dancing with the Stars-Results. The other statements are not supported by the information given.

Question 10

The field of marketing that studies the brain and its response to marketing stimuli is referred to as

Accepted Answer

The field of marketing that studies the brain and its response to marketing stimuli is specifically referred to as neuromarketing. The other answer choices are not specifically related to this field.

Question 11

The purpose of Nielsen Media Research's "cross-platform television ratings" is to

Accepted Answer

The purpose of Nielsen Media Research's "cross-platform television ratings" is to combine its new online campaign ratings with its existing TV ratings. This will allow for a more comprehensive understanding of the effectiveness of advertising across multiple platforms. There is no mention of expanding to satellite radio programming or online college courses, nor is there a goal to gain access to every American home that owns a television, mobile phone, or computer. While expanding globally may be a future goal, it is not mentioned in the given information.

Question 12

What type of marketing uses high-tech brain scanning instruments to record the brain's responses to various marketing stimuli (package designs,brand logos,fragrances,TV ads,and so on)via the five senses (sight,sound,smell,touch,and taste)?

Accepted Answer

This type of marketing is called neuromarketing, which uses high-tech brain scanning instruments to record the brain's responses to various marketing stimuli. It focuses on the five senses and measures the response of the brain to different marketing stimuli such as TV ads, package designs, brand logos, fragrances, etc.

Question 13

National TV ratings,collected with a "people meter" and published by Nielsen Media Research,are an example of __________ data.

Accepted Answer

The answer of National TV ratings,collected with a "people meter"...

Question 14

What marketing metric determines whether a TV program like American Idol remains on the Fox broadcast TV network?

Accepted Answer

The rating is the marketing metric that determines whether a TV program like American Idol remains on the Fox broadcast TV network. Ratings represent the percentage of households with televisions that watched a particular program, making it a key factor in determining a show's popularity and success. The higher the rating, the more appealing the show is to advertisers and the more it can charge for ad space, which ultimately determines whether the show stays on the air.

Question 15

Brand guru Martin Lindstrom believes that traditional marketing research is wasted because

Accepted Answer

Martin Lindstrom believes that traditional marketing research is wasted because consumers' feelings toward products and brands reside in the subconscious part of the brain, which cannot be fully measured through traditional research methods. Therefore, relying solely on traditional research may not fully capture the true attitudes and behaviors of consumers.

Question 16

Figure 8-3 above shows the top ten prime-time broadcast TV shows during a recent May sweeps week.Advertisers like Sears use the Nielsen Television Ranking Index Report from Nielsen Media Research to identify the ratings of the top TV programs so they can make informed advertising media purchase decisions.For which TV program would you expect Sears to pay the most,presuming its demographics match those of its target audience?

Accepted Answer

The answer of Figure 8-3 above shows the top ten...

Question 17

Consider Figure 8-3 above,which is based on data collected from mechanical observations through the use of __________ to prepare Nielsen Media Research's Nielsen Television Index Ranking Report.

Accepted Answer

The phrase "mechanical observations" suggests that the data was collected automatically, rather than through interviews or surveys with viewers. The most common method of automatic data collection for television viewing is the people meter, a device installed in a sample of households that records which programs and channels are watched. Therefore, choice A) is the best option. Neuromarketing, bots, DVRs, and VOD are not typically used to collect data for Nielsen Television Index Rankings.

Question 18

People posing as customers,who are paid to check on the quality of a company's products and services and write a detailed report on the experience,are referred to as __________.

Accepted Answer

The term commonly used in the industry for people who pose as customers to check on the quality of a company's products and services and write a detailed report on the experience is "mystery shoppers". Options B, C, D, and E are not commonly used terms for this role.

Question 19

Mystery shoppers are people

Accepted Answer

Mystery shoppers are hired by firms to pose as customers and check on the quality of a firm's products or services. They are paid to write a detailed report on their experiences, which can be used by the firm to improve its operations.

Question 20

Which of the following statements concerning personal observation is most accurate?

Accepted Answer

Personal observation is useful and flexible, but it has reliability issues when different observers watching the same event report different results. While personal observation can provide a rich and nuanced understanding of behavior, different observers may interpret the same behavior differently, leading to inconsistent results. This is a limitation of personal observation that must be taken into account when using this method of data collection.

Quiz 8: Marketing Research: From Customer Insights to Actions