Ch 07 Ford Consulting Group: From Data to Actions

Ford Consulting uses AC Nielsen/IRI syndicated data in its marketing research. Syndicated data is commercially available data that has already been collected and therefore would be best classified as ____________________.
secondary data
The Ford marketing researchers have just begun the first step of the marketing research process, __________________.
defining the problem
In this stage of the marketing research process, researchers have identified the data needed for marketing actions. They are currently _________________.
developing the research plan
In the meeting between Mark & David, the results are being shared between the client & marketing researcher. This activity occurs in the ______________ stage of the marketing research process.
developing findings
Given the findings that were just presented to Mark, one should conclude that there is likely an issue with _______________.
promotion
Now that Mark understands that promotion is the root of the problem and not pricing, he should ______________, the 5th stage of the marketing research process.
take marketing action
Analyzing scanner data is an example of:
Data mining
What data source would answer “how many times did our customers buy our products this year compared to last year?”
Syndicated panel data
What is a key difference between scanner data and syndicated panel data?
Scanner data includes purchases from all accounts in a region which syndicated panels have data from a sample of consumers by region
If Tony’s Pizza learned from analyzing scanner data that low promotional volume was causing a drop in sales, which of the following could they do to increase promotional volume?
include a coupon on all pizza packages
If Tony’s Pizza learned from analyzing scanner data that low promotional support was causing a drop in sales, which of the following could they do to increase promotional support in the next three months?
incentivize grocery stores to provide a buy-one get-one offer one week per month
Tony’s Pizza wants to predict what the results of an upcoming sales promotion will be on sales during a month long promotion. To do this, they decided to analyze sales data from a very similar promotion that they ran last year. What methods of sales forecasting does this represent?
trend extrapolation
Data mining could be accomplished using which of the following?
Analyzing scanner data
What data source would answer “how many times did our customers buy our products last year on sale versus not on sale?”
Syndicated panel data
Syndicated panel data would use _______________, while scanner data would use _________________.
questionnaires/observation
If Tony’s Pizza learned from analyzing scanner data that they need to increase promotional volume in order to increase sales, which of the following could they do?
offer a coupon in the Sunday newspaper
If Tony’s Pizza learned from analyzing scanner data that they need to increase promotional support if they want to increase sales over the next three months, which of the following could they do?
incentivize grocery stores to offer a sales price one week per month
Tony’s Pizza wants to predict what the results of an upcoming sales promotion will be on sales during a month long promotion. To do this, they decided to ask their sales people estimate what they think the impact of the promotion will be on sales during the promotion period. What method of sales forecasting does this represent?
salesforce survey