Movie Title Changes and Marketing Research
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Movie Title Changes and Marketing Research

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Questions and Answers

What feature of the Gillette Guard razor is highlighted as beneficial?

  • Multiple blades for closer shave
  • Lightweight handle
  • Easy-rinse design (correct)
  • Waterproof design

    • Why did IKEA introduce additional shopping bags in their stores?

  • To provide customers with a premium shopping experience
  • To prevent customers from stopping shopping early (correct)
  • To encourage more impulse purchases
  • To reduce the need for plastic bags

    • What is the primary purpose of employing mystery shoppers?

  • To test product quality anonymously
  • To increase sales through special promotions
  • To gather customer feedback via surveys
  • To evaluate customer service and store conditions (correct)

    • What is a characteristic of ethnographic research?

    <p>It requires observers to be trained to observe consumer behavior.</p> Signup and view all the answers

    In what context did Best Buy conduct research related to fitness equipment?

    <p>In-home usage studies</p> Signup and view all the answers

    What type of businesses is most likely to use mystery shopping?

    <p>Service-oriented establishments like banks and theme parks</p> Signup and view all the answers

    What advantage does observational data provide to companies?

    <p>It delivers insights that cannot be obtained through other methods.</p> Signup and view all the answers

    What might be a reason for consumers to prefer the Gillette Guard razor?

    <p>Single blade convenience</p> Signup and view all the answers

    What is one disadvantage of online surveys as mentioned?

    <p>Respondents may see them as junk or spam.</p> Signup and view all the answers

    What technology has been developed by research firms to address issues in online surveys?

    <p>Sampling technology to prevent multiple responses.</p> Signup and view all the answers

    What type of question allows respondents to express their opinions in their own words?

    <p>Open-ended question.</p> Signup and view all the answers

    Which of the following best describes the foundation of research using questionnaires?

    <p>Developing precise questions for clear answers.</p> Signup and view all the answers

    What is a potential bias in online surveys mentioned in the content?

    <p>Respondents can complete the survey multiple times.</p> Signup and view all the answers

    What is the purpose of an open-ended question in a survey?

    <p>To capture the ‘voice’ of respondents.</p> Signup and view all the answers

    What response format is used to assess frequency in eating at fast-food restaurants?

    <p>Yes/No question.</p> Signup and view all the answers

    Which survey option allows researchers to gauge consumer preferences more deeply?

    <p>Open-ended questions.</p> Signup and view all the answers

    What was the original title of the film 'Atomic Blonde'?

    <p>Coldest City</p> Signup and view all the answers

    Which of the following titles was NOT considered for the Toy Story series?

    <p>The Adventures of Buzz Lightyear</p> Signup and view all the answers

    Why do studios conduct concept testing and script assessment?

    <p>To ensure sequels match expectations</p> Signup and view all the answers

    What is the primary goal of filmmakers when choosing a movie title?

    <p>To make the title short and appealing</p> Signup and view all the answers

    What feedback mechanism do studios use to reduce their marketing risks?

    <p>Test screenings with prospective moviegoers</p> Signup and view all the answers

    Which film initially used the title 'All You Need Is Kill'?

    <p>Edge of Tomorrow</p> Signup and view all the answers

    What is typically assessed during the concept testing phase?

    <p>Early ideas for proposed new films</p> Signup and view all the answers

    Social listening is used to help filmmakers achieve which outcome?

    <p>Ensure the movie becomes a success</p> Signup and view all the answers

    What is the primary purpose of sensitivity analysis in marketing?

    <p>To evaluate hypothetical changes in drivers affecting sales</p> Signup and view all the answers

    What common tools are utilized in data mining to collect personal information?

    <p>Tracking devices like cookies</p> Signup and view all the answers

    How do data mining techniques benefit marketers?

    <p>By enabling targeted advertising and personalized offerings</p> Signup and view all the answers

    Which of the following factors is NOT commonly used in data mining to understand consumer behavior?

    <p>Personal aspirations</p> Signup and view all the answers

    What can affect the buying decisions of a household or organization?

    <p>Hypothetical brand drivers</p> Signup and view all the answers

    Which statement about data mining is true?

    <p>It uses algorithms to aggregate data from multiple sources.</p> Signup and view all the answers

    What role do algorithms play in data mining according to the content?

    <p>They aggregate data from various online sources.</p> Signup and view all the answers

    What is a common misconception about the data collected by marketers?

    <p>All information collected is accurate and reliable.</p> Signup and view all the answers

    What primary benefit does data mining offer to marketers?

    <p>Extracting hidden predictive information from large datasets</p> Signup and view all the answers

    How did supermarkets utilize data mining to increase sales?

    <p>By locating diapers and beer near each other in the store</p> Signup and view all the answers

    What relationship did data mining uncover regarding peanut butter and jelly?

    <p>Consumers frequently buy them together, suggesting potential for joint promotions</p> Signup and view all the answers

    What is the role of artificial intelligence in intelligent marketing platforms?

    <p>To provide predictive analytics that reduce specific questioning needs</p> Signup and view all the answers

    Which of the following conclusions can be drawn from the supermarket data mining example?

    <p>Understanding buyer behavior can improve product placement and sales</p> Signup and view all the answers

    What was the common-sense understanding that data mining confirmed?

    <p>Many consumers buy complementary products together</p> Signup and view all the answers

    In what way can effective couponing impact first-time buyers?

    <p>It can increase trials by first-time buyers during specific promotions</p> Signup and view all the answers

    Which statement reflects a potential misconception regarding data mining?

    <p>Data mining uses behavioral patterns to inform marketing actions</p> Signup and view all the answers

    Study Notes

    Movie Title Changes

    • Movie titles are often changed to appeal to consumers and avoid legal issues.
    • Harley Quinn: Birds of Prey was originally Birds of Prey and the Fantabulous Emancipation of One Harley Quinn but was shortened to avoid confusion.
    • Atomic Blonde initially went by the title Coldest City, but the name was changed to match the star, Charlize Theron.
    • Edge of Tomorrow adopted the book title All You Need Is Kill but changed it because "kill" was unpopular.
    • Toy Story, originally Wind-Up Heroes, was considered for other titles like To Infinity and Beyond, Spurs & Rockets, and Bring Me the Arm of Buzz Lightyear before settling with a simpler name.

    Marketing Research Techniques

    • Concept testing and script assessment aim to evaluate initial ideas for new films, particularly sequels, to ensure consistency with previous releases.
    • Test screenings invite 300-400 potential viewers to preview films before release, collecting feedback to refine the film before its official launch.
    • Mystery shoppers conduct research by posing as actual customers, visiting stores and assessing aspects like product availability, pricing, and customer service quality.
    • Ethnographic research involves observing consumer reactions and behaviors in their natural environments, such as their homes or cars.
    • Online surveys, though convenient, can suffer from drawbacks including low response rates, spam filters, pop-up blockers, and multiple submissions by the same individual.

    Questionnaire Design

    • Wendy's utilizes different types of survey questions to gather insights:
      • Open-ended questions allow for free-form responses, offering valuable insight into consumer perspectives.
      • Multiple-choice questions present predefined options for a specific response with a clear yes or no format.
      • Rating scale questions encourage respondents to evaluate specific aspects using predefined scales, providing quantifiable data.
      • Rank order questions prompt respondents to organize items in order of preference, revealing prioritization patterns.

    Data Mining

    • Data mining is the process of analyzing large datasets to identify hidden patterns and relationships between consumer behaviors and marketing actions.
    • This technique can be used to determine the effectiveness of promotional campaigns by analyzing sales data and understanding customer demographics.
    • It can also be used to identify common purchase patterns and understand consumer preferences for specific products, like the discovery that men buying diapers often purchase beer as well.
    • Supermarkets strategically placed diapers, beer, and potato chips together, resulting in increased sales of all three items after analyzing consumer purchasing data.

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    Related Documents

    Marketing Research: From Customer Insights to Actions (Roger Kerin, Steven Hartley, 2022) PDF

    Description

    Explore how movie titles evolve and the marketing techniques behind them. This quiz covers examples of title changes, the rationale behind these decisions, and how marketing research shapes the development of films. Test your knowledge of cinematic branding and audience testing methods.

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