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274) One objective in the marketing research Jeff Gerst, who manages the Carmex social media
properties, undertook using Facebook involved
A) assessing the market for its new hand cream product.
B) projecting the market size for the Carmex Moisture Plus line of premium lip balms for
women.
C) assessing the market for Carmex products outside the United States in countries where
Facebook is active.
D) evaluating the effectiveness of integrating Carmex Facebook promotions with traditional
Carmex promotions.
E) narrowing the number of flavors going into quantitative testing from three to two.
275) In conducting marketing research on Facebook, Carmex is considering using a marketing
metric that measures how active its Facebook audience is with Carmex, such as when consumers
post a comment on the Carmex wall or reply to one of the Carmex posts. This metric is called
Carmex
A) sentiment.
B) share of voice.
C) engagement.
D) conversation velocity.
E) likes.
276) How do movie studios use marketing research?
277) Good marketing research requires great care especially because of inherent difficulties in
asking consumers questions. What are the three basic problems faced by marketing researchers
when trying to assess consumers' willingness to buy products or services with which they are not
familiar?
278) What are the five steps in the marketing research approach?
279) Explain why measures of success are important to effective decision makers and give an
example of one.
280) What are some of the methods marketers use to conduct research and solve marketing
problems? Include at least one specific print source.
281) Marketing information consists of secondary and primary data. Define each of these types
of marketing information. Give examples for secondary and primary data.
282) What is the basic difference between primary and secondary data, and what are the
advantages and disadvantages of each?
283) The principal ways to collect new or primary data for a marketing study are by watching
people and by asking them questions. Give two examples of each method.
284) What is neuromarketing? What does it do? Why is it important to marketers?
285) What is the difference between a semantic differential scale and a Likert scale?
286) What is a panel? How is it used in marketing research? What disadvantages are associated
with panels?
287) Briefly explain what a marketing experiment is. Include the definitions of dependent and
independent variables and give examples of each.
288) Briefly explain what a marketing driver is. Give three examples.
289) List the elements of an information technology system used to help answer marketing
questions.
290) What is data mining, and why is it used in marketing research?
291) What are the three actions a marketing manager must take in the final step of the five-step
marketing research approach?
292) Why can't a marketing manager's decision-making process stop when he or she has chosen
the best alternative to solving a problem?
293) Briefly explain the difference between a direct forecast and a lost-horse forecast.
294) Briefly explain the best-known statistical method, trend extrapolation, used by marketers to
develop a company's sales forecasts. In your explanation, explain the strengths and weaknesses
of using this method.
