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CHAPTER 8 MARKETING RESEARCH: FROM CUSTOMER INSIGHTS TO ACTIONS Test Item Table by Major Section of the Chapter and Level of Learning Major Section of the Chapter Level of Learning Level 1: Definition (Knows Basic Terms & Facts) Level 2: Conceptual (Understands Concepts & Principles) Level 3: Application (Applies Principles) Test Screenings: Listening to Consumers to Reduce Movie Risks (pp. 197-199) 1,2,3,4,5,6,8,9,10, 170 The Role of Marketing Research (pp. 199-200) 7 12, 171 11,13 Step 1: Define the Problem (pp. 200-202) 14,15,16,17,22,23,24,28, 29,30,31,36,40, 172,173 18,20,32,33,34,35,39, 174 19,21,25,26,27,37,38 Step 2: Develop the Research Plan (pp. 202-204) 44,45,48,49,51,54,55,57,60 , 175 41,43,50,52,53,59 42,46,47,56,58,61,62,63 Step 3: Collect Relevant Information (pp. 204-218) 68,69,70,76,86,89,92,94, 100,104,107,110,114,118, 122,125,130,131,133,135, 148,149,152,153,158 64,67,73,79,80,81,82,83,84, 85,88,89,105,106,108,109, 113,117,121,124,132,142, 144,145,147,150,151, 176, 177,178,179,180,181,182,183 65,66,71,72,74,75,77,78,90,91, 93,95,96,97,98,99,101,102, 103,111,112,115,116,119,120, 123,126,127,128,129,134,136, 137,138,139,140,141,143,146, 154,155,156,157,159 Step 4: Develop Findings (pp. 218-219) 160,161,162,163,164 Step 5: Take Marketing Actions (pp. 220) 165,167, 184,185 166 Video Case: Ford Consulting Group, Inc. (pp. 222-223) 168,169 Note: Bold numbers indicate short essay questions. 40 CHAPTER 8 MARKETING RESEARCH: FROM CUSTOMER INSIGHTS TO ACTIONS Test Item Table by Learning Objective and Level of Learning Learning Objective Level of Learning Level 1: Definition (Knows Basic Terms and Facts) Level 2: Conceptual (Understands Concepts & Principles) Level 3: Application (Applies Principles) Identify the reason for conducting marketing research. 7 1,2,3,4,5,6,8,9,10,12, 170,171 11,13 Describe the five-step marketing research approach that leads to marketing actions. 14,15,16,17,22,23,24,28, 29,30,31,36,40,44,45,48, 49,51,54,55,57,60, 172,173 , 175 18,20,32,33,34,35,39,41,43, 50,52,53,59, 174 19,21,25,26,27,37,38,42, 46,47,56,58,61,62,63 Explain how secondary and primary data are used in marketing. 68,69,70,76 64,67,73,79,80,81,82,83,84, 176 65,66,71,72,74,75,77,78 Discuss the uses of observations, questionnaires, panels, and experiments. 86,87,92,94,100,104,107, 110,114,118,122,125,130, 131,133,135 85,88,89,105,106,108,109, 113,117,121,124,132,142,144, 145,147, 177,178,179,180,181 90,91,93,95,96,97,98,99, 101,102,103,111,112,115, 116,119,120,123,126,127, 128,129,134,136,137,138, 139,140,141,143,146 Explain how information technology and data mining link massive amounts of marketing information to meaningful marketing actions. 148,149,152,153,158 150,151,160,161,163,164, 165,167, 182,183,184,185 154,155,156,157,159,162, 166 Note: Bold numbers indicate short essay questions.... View Full Document

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