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If a fast food restaurant collected photographs of its regular customers so that it could

If a fast food restaurant collected photographs of its regular customers so that it could use facial detection software to identify visitors captured by security cameras, this would be an example of using

 

A.external secondary data.

B.biometric data.

C.social media monitoring.

D.illegal surveillance methods.

E.sentiment mining.

102.What is neuromarketing?

 

A.The analysis of consumer comments on social media to understand consumers' thoughts and opinions.

B.The use of psychological principles to design marketing research studies.

C.The use of EEG scanners to measure consumers' brain waves.

D.The use of neural networks to perform data mining and develop marketing insights.

E.The use of in-depth interviews to map detailed networks of information storage in the brain.

103.McDonald's recently introduced a Favorites Under 400 Calorie Menu as part of an attempt to reverse the perception that McDonald's sells only unhealthy food. Suppose that McDonald's, as a follow-up, collects and analyzes social media posts from Facebook, Twitter, and similar sites, hoping to understand whether consumer perceptions are improving. This would be an example of

 

A.quantitative research.

B.an online focus group.

C.sentiment mining.

D.neuromarketing.

E.an experiment.

104.How might a book publisher use blogs in its marketing research efforts?

 

A.as a place to report marketing research results to top management

B.as a source of reviews of its latest releases

C.as a location for holding online focus groups about its books

D.as a location for conducting online experiments about book purchasing patterns

E.as a substitute for large-scale surveys about future book topics

105.What is a disadvantage of online focus groups, compared to offline focus groups?

 

A.They are more expensive.

B.They attract a limited group of participants.

C.They generally take longer to conduct.

D.They usually do not permit insights based on body language.

E.They produce insights that are rarely taken seriously.

106.In what country have regulators demanded that Facebook stop collecting biometric data on its users?

 

A.the United States

B.Russia

C.China

D.Germany

E.Mexico

107.Digital billboards embedded with ________ software can identify passersby and then display ads targeted to them, based on their age, gender, and attention level.

 

A.social media

B.neuromarketing

C.facial recognition

D.Internet tracking

E.data mining

108.Mary's Bakery is trying to determine what price to charge for her cookies, so Mary places a low price on them and raises it each week, keeping track of how many she sells. Then she determines what her cost was for the cookies and determines which price was the most profitable. What form of research was Mary conducting?

 

A.observation

B.survey

C.scanner-based

D.an experiment

E.a panel

109.Qualtrics, Surveymonkey, and Zoomerang are examples of

 

A.online survey software.

B.biometric data companies.

C.data warehouses.

D.syndicated data companies.

E.focus group programs.

110.Which of the following is an example of an unstructured question?

 

A.Would you buy this product? (yes, no)

B.Would you buy this product? A. definitely, B. maybe, C. definitely not

C.What would convince you to buy this product? A. lower price, B. larger packaging, C. better taste

D.Please rate the attributes of this product that are important to you. (Rate 1-5, with 1 being most important and 5 being least important.)

E.Why did you buy this product?

Dec 14 2019 View more View Less

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