In which phase of the marketing plan development process would a researcher expect to spend funds from the marketing budget on promotional activities?
(1 point)
Responses
interpreting data
interpreting data
gathering data
gathering data
taking action
taking action
develop a plan
taking action
An auto manufacturer hired a marketing firm to conduct a series of focus groups to gauge public reaction to their potential new product line. Which word BEST describes this kind of research?
(1 point)
Responses
causal
causal
primary
primary
exploratory
exploratory
secondary
secondary
A large manufacturing company has enough money to survey each of its 10,000 customers between 9–12 times every year, but instead it is planning to interview just 20 customers a year and use that data to drive all of their decision making. Why might the company conduct interviews instead of a large volume of surveys?
(1 point)
Responses
Interviews are less time consuming.
Interviews are less time consuming.
Most customers prefer interviews.
Most customers prefer interviews.
Survey takers get tired and stop responding.
Survey takers get tired and stop responding.
Surveys don’t provide enough data for analysis.
When Tanner was at the mall, he encountered a market researcher who wanted to pay him $5 to answer a series of survey questions. Tanner agreed, and for the next 10 minutes he answered questions about men’s jewelry—his feelings about jewelry and his jewelry shopping habits. Based on those questions, what kind of research was the survey MOST likely focused on?
(1 point)
Responses
usability research
usability research
pricing research
pricing research
customer research
customer research
industry research
customer research
How did 4theSeason attempt to reduce the costs of their market research?
(1 point)
Responses
by incorporating the data collection into existing processes
by incorporating the data collection into existing processes
by concentrating their research spending during the company’s launch
by concentrating their research spending during the company’s launch
by creating a social media campaign to get ideas from customers
by creating a social media campaign to get ideas from customers
by hiring an external marketing team to manage the promotional mix
by incorporating the data collection into existing processes
When Garrison went online to shop for lawnmowers, an online survey popped up and he agreed to take it. The survey asked him to rate the three most popular lawn mowers on durability, price, and convenience. Based on that question, what kind of research was the survey MOST likely focused on?
(1 point)
Responses
usability research
usability research
customer research
customer research
competitive research
competitive research
industry research