Marketing Management – Chapter 15 – Iacobucci

About how long does a focus group typically last?
1.5 hours
A cluster analysis helps identify ________.
segments
Field studies are conducted in the real world, so they are strong in _________ validity, but they tend not to be as clean in terms of _________ validity.
external, internal
In an attribute based approach, a map created from attributes would involve customer _______.
surveys
Rather than asking customers, “What’s important?” MDS starts by asking which of the following questions?
“How similar are these two brands?”
If you want to use a factor analysis and a cluster analysis to complement each other, which one should you do first?
factor analysis
Josh is convinced that subgroups exist within his company’s current customer base. Further, he believes that these different groups of customers opt to purchase his company’s brand for different reasons, and he feels this information is critical if he is to effectively target these customers and potential customers like them. Which type of market research analysis should Josh look into conducting in order to address his concerns?
clustering
Which of the following is NOT typically true about focus group members?
They set aside a full day to participate in the group
With respect to perceptual maps, the method known as MDS stands for _________.
multidimensional scaling
Imagine you are new on the job, and you are about to begin creating a market research survey that will provide insights about your company’s customers. An experienced colleague offers you a bit of advice. Which of the following statements is bad advice
Surveys should NOT be used for B2B customers
Bob at Bob’s Furniture is looking at the results of some research about customers’ ideas about his products. He learns that the attributes customers care most about are price and comfort. They care less about aesthetics and quality. The attributes on which Bob’s product are doing worst are comfort and quality. Thy are doing best on price and aesthetics. What exactly is Bob looking at?
a perceptual map that is attributes based
Which of the following is an exploratory study?
interview
__________ are used to get a sense of how customers view a company or brand in the marketplace.
positioning studies
Gary wants to create a perceptual map for positioning using the attribute-based approach. He comes to you for advice as to how he should get started on this. What is the first step you would advise Gary to undertake
Determine the specific questions to be used for the two types of ratings: (1) how does our company rate on a number of attributes, and (2) how important are each of these attributes.
On an attributes-based perceptual map, the higher the mean on performance on an attribute translates to how________ the attribute will be plotted.
far to the right
Which of the following is a study that is meant to show cause and effect?
experiment
Marketing information should be gathered ______ so the company can be in the know and poised for action.
constantly
Perceptual maps are pictures of which of the following?
competing brands and attributes
In a particular conjoint study, the variables “club,” “upgrade” and “fee” are the predictors. Which model properly corresponds to this?
Rating = b0
+ b1 Club + b2 Upgrade + b3 Fee + error
Focus groups are typically used as a(n) __________ technique.
exploratory
What type of statistical analysis must you do in a conjoint study?
regression
On an attributes-based perceptual map, how important the attribute is translates to how _______ the point is plotted
high
Field studies are conducted in the real world, so they are strong in _________ validity, but they tend not to be as clean in terms of _________ validity.
external, internal
A cluster analysis helps identify ________.
segments
Experiments have an advantage when it comes to _________ validity.
internal
Typically, a focus group should include ________ customers
8-10
Which of the following is a study that is meant to show cause and effect
experiment
Which is NOT one of the 3 steps in the marketing research process?
seeking customer relationship management databases
On an attributes-based perceptual map, how important the attribute is translates to how _______ the point is plotted.
high
Naturalistic observation has an advantage when it comes to __________ validity.
external
__________ examines the strong and weak correlations to identify underlying factors common to the responses.
factor analysis
What does ROMI stand for?
return on marketing investment
In an attribute based approach, a map created from attributes would involve customer _______.
surveys