Chapter 28: Marketing Research

Opinion polls on how people feel about certain products, services, or ideas is called...

What is the primary focus of marketing research?

What is an example of a group that specializes in marketing research?

Total # of audience impressions delivered over a set period of time

_______ evaluates such topics as package design.

In what area of Marketing research does Arbitron specialize?

information about the size, location, and/or makeup of the market, including forecasting

% of target audience that will see the message at least once

What is a primary public concerns about marketing research?

Number of homes/people exposed to a certain medium (radio, paper, TV.....)

_________ a computer file of related information about a specific topic

Number of times a viewer sees/hears ad

What % of all new products are successful in the consumer marketplace?

The type of research that tries to answer questions about "why" and "how" is called

_________ assembles important data on radio advertising

__________increased international competition for U.S. companies.

________ is an estimate of a product's future sales.

Gaging customer response to a product & observing a product's sales in selected areas is called

Research that answers questions of "how many" & "how much" is know as __________

Studying the behaviors, characteristics, and buying habits of a company's target market is