Question 1

________ scale is a five-point scale in which the opposite ends have one- or two-word adjectives that have opposite meanings.

Accepted Answer

A)   A dichotomous
B)   An open-ended
C)   A Likert
D)   An attitudinal
E)   A semantic differentialF) C) and E)
G) All of the above

Question 2

________ is often conducted with observers behind a one-way mirror watching a discussion among people about topics of interest to marketers.

Accepted Answer

A)   An individual interview
B)   Questionnaire data collection
C)   Social networking
D)   An information panel
E)   A focus groupF) D) and E)
G) A) and C)

Question 3

Figure 8-5
-Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does A represent?

Accepted Answer

A)   external data sources
B)   results
C)   data warehouse
D)   internal data sources
E)   buying queriesF) A) and D)
G) A) and E)

Question 4

J.D. Power and Associates and other market research firms recruit groups of consumers for ________, each of whom are paid to record all of their purchases on a regular basis. Businesses pay firms such as J.D. Power for their reports that answer the question, "How many times did our customers buy our products this year compared to last year?"

Accepted Answer

A)   focus groups
B)   experiments
C)   syndicated panels
D)   curated data mining
E)   mall intercept interviewsF) C) and D)
G) None of the above

Question 5

Large databases are subject to ________ platforms which undertake reasoning and common sense tasks to allow computers to "behave" intelligently.

Accepted Answer

A)   cloud
B)   data visualization
C)   corrective
D)   artificial intelligence
E)   carouselF) C) and E)
G) B) and E)

Question 6

Secondary data can be divided into two parts:

Accepted Answer

A)   primary data and empirical data.
B)   empirical data and observational data.
C)   psychographic data and demographic data.
D)   demographic data and observational data.
E)   internal secondary data and external secondary data.F) B) and C)
G) B) and E)

Question 7

Two important disadvantages of secondary data are that they may be

Accepted Answer

A)   difficult to acquire and not up to date.
B)   out of date and not specific enough for the project.
C)   unavailable in time and biased toward large corporations.
D)   biased toward government objectives and out of date.
E)   costly and time-consuming.F) A) and D)
G) C) and D)

Question 8

Qualified members of tracking studies for a new movie are asked three key questions, one of which is

Accepted Answer

A)   How much would you be willing to pay for a ticket?
B)   Who is the target audience for this film?
C)   In your own words, what is the premise of the movie?
D)   Will you see the film this weekend?
E)   How would you rate this film?F) A) and D)
G) B) and E)

Question 9

"What do you like most about Target?" followed by several lines for a response is an example of which type of marketing research question?

Accepted Answer

A)   Likert scale
B)   fixed-alternative
C)   dichotomous
D)   open-ended
E)   semantic differentialF) D) and E)
G) A) and B) D

Question 10

________ involves starting with the last known value of the item being forecast, listing the factors that could affect the forecast, assessing whether they have a positive or negative impact, and making the final forecast.

Accepted Answer

A)   A direct forecast
B)   A lost-horse forecast
C)   A buyers' intentions forecast
D)   An indirect forecast
E)   An incremental forecastF) C) and D)
G) D) and E) B

Question 11

The total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts is

Accepted Answer

A)   a prognostication.
B)   a sales forecast.
C)   a guesstimate.
D)   marketing intuition.
E)   the market potential.F) A) and E)
G) A) and D)

Question 12

Figure 8-4, Question 1Consider Figure 8-4, Question 1 above, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 1 illustrates which type of question format?

Accepted Answer

A)   dichotomous
B)   open-ended
C)   closed-end
D)   attitudinal
E)   semantic differentialF) A) and B)
G) A) and C)

Question 13

The field of marketing that studies the brain and its response to marketing stimuli is referred to as

Accepted Answer

A)   psychological extrapolation.
B)   strategic hypothesizing.
C)   neuromarketing.
D)   consumer deduction.
E)   mental conjecture.F) D) and E)
G) A) and E) C

Question 14

The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions is referred to as

Accepted Answer

A)   marketing enquiry.
B)   strategic intelligence.
C)   data mining.
D)   marketing tactics.
E)   marketing research.F) A) and D)
G) A) and C)

Question 15

Figure 8-1
-According to Figure 8-1 above, what does B represent in the marketing research process?

Accepted Answer

A)   Develop findings.
B)   Define the problem.
C)   Collect relevant information.
D)   Develop the research plan.
E)   Take marketing actions.F) A) and B)
G) B) and E)

Question 16

Before opening six Torrid plus-size-only retail stores that cater to women age 15 to 30, a great deal of information was gathered from a sample of women to determine what types of items should be carried, the image of the store, its advertising, etc. Which of the following is an example of an open-ended question that might have been asked in the survey?

Accepted Answer

A)   "Do you wear a dress larger than size 12?"
B)   "How old are you?"
C)   "Would you shop at a store that only sold plus-size clothing?"
D)   "What is missing from your fashion options today?"
E)   "Do you think the stores should use bright- or subtle-colored fixtures?"F) C) and D)
G) A) and D)

Question 17

A disadvantage of the mall intercept interview method is

Accepted Answer

A)   the difficulty in finding qualified interviewers to work at relatively low salaries.
B)   the lack of reliability due to changes in customer traffic during holidays.
C)   the ill will it creates with shoppers who are in a hurry or looking for a relaxing mall experience.
D)   the people selected may not be representative of the target market.
E)   the people only participate to receive something in return, so their answers are often biased.F) All of the above
G) C) and D)

Question 18

Several marketing data services provide information on household demographics and lifestyle, purchases, TV viewing behavior, responses to promotions, and social media use. The principal advantage of these services is that

Accepted Answer

A)   one service can collect, analyze, interrelate, and present this disparate information.
B)   all data collection and analysis is computerized, so the results obtained are almost instantaneous.
C)   members of the firm can be included in the analysis of data, making the results more reliable.
D)   the service gets paid on a percentage basis; the better the information, the higher the fee.
E)   firms using these services get discounts if they share their customer data with competitors.F) A) and E)
G) C) and D)

Question 19

Figure 8-5
-Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does C represent?

Accepted Answer

A)   external data sources
B)   results
C)   data warehouse
D)   internal data sources
E)   buying queriesF) A) and C)
G) C) and E)

Question 20

A new field of marketing research that focuses on the presentation of analysis results is known as

Accepted Answer

A)   cloud computing.
B)   data visualization.
C)   business intelligence.
D)   artificial intelligence.
E)   data analytics.F) C) and E)
G) None of the above

Exam 8: Marketing Research: From Customer Insights to Actions

________ scale is a five-point scale in which the opposite ends have one- or two-word adjectives that have opposite meanings.

Correct Answer
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________ is often conducted with observers behind a one-way mirror watching a discussion among people about topics of interest to marketers.

Correct Answer
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Figure 8-5 -Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does A represent?

Correct Answer
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Correct Answer
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Large databases are subject to ________ platforms which undertake reasoning and common sense tasks to allow computers to "behave" intelligently.

Correct Answer
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Secondary data can be divided into two parts:

Correct Answer
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Two important disadvantages of secondary data are that they may be

Correct Answer
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Qualified members of tracking studies for a new movie are asked three key questions, one of which is

Correct Answer
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"What do you like most about Target?" followed by several lines for a response is an example of which type of marketing research question?

Correct Answer
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D

________ involves starting with the last known value of the item being forecast, listing the factors that could affect the forecast, assessing whether they have a positive or negative impact, and making the final forecast.

Correct Answer
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B

The total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts is

Correct Answer
verified

Figure 8-4, Question 1Consider Figure 8-4, Question 1 above, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 1 illustrates which type of question format?

Correct Answer
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The field of marketing that studies the brain and its response to marketing stimuli is referred to as

Correct Answer
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C

The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions is referred to as

Correct Answer
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Figure 8-1 -According to Figure 8-1 above, what does B represent in the marketing research process?

Correct Answer
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Correct Answer
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A disadvantage of the mall intercept interview method is

Correct Answer
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Several marketing data services provide information on household demographics and lifestyle, purchases, TV viewing behavior, responses to promotions, and social media use. The principal advantage of these services is that

Correct Answer
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Figure 8-5 -Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does C represent?

Correct Answer
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A new field of marketing research that focuses on the presentation of analysis results is known as

Correct Answer
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Exam 8: Marketing Research: From Customer Insights to Actions

________ scale is a five-point scale in which the opposite ends have one- or two-word adjectives that have opposite meanings.

Correct AnswerverifiedShow Answer

________ is often conducted with observers behind a one-way mirror watching a discussion among people about topics of interest to marketers.

Correct AnswerverifiedShow Answer

Figure 8-5 -Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does A represent?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Large databases are subject to ________ platforms which undertake reasoning and common sense tasks to allow computers to "behave" intelligently.

Correct AnswerverifiedShow Answer

Secondary data can be divided into two parts:

Correct AnswerverifiedShow Answer

Two important disadvantages of secondary data are that they may be

Correct AnswerverifiedShow Answer

Qualified members of tracking studies for a new movie are asked three key questions, one of which is

Correct AnswerverifiedShow Answer

"What do you like most about Target?" followed by several lines for a response is an example of which type of marketing research question?

Correct AnswerverifiedD

________ involves starting with the last known value of the item being forecast, listing the factors that could affect the forecast, assessing whether they have a positive or negative impact, and making the final forecast.

Correct AnswerverifiedB

The total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts is

Correct AnswerverifiedShow Answer

Figure 8-4, Question 1Consider Figure 8-4, Question 1 above, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 1 illustrates which type of question format?

Correct AnswerverifiedShow Answer

The field of marketing that studies the brain and its response to marketing stimuli is referred to as

Correct AnswerverifiedC

The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions is referred to as

Correct AnswerverifiedShow Answer

Figure 8-1 -According to Figure 8-1 above, what does B represent in the marketing research process?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A disadvantage of the mall intercept interview method is

Correct AnswerverifiedShow Answer

Several marketing data services provide information on household demographics and lifestyle, purchases, TV viewing behavior, responses to promotions, and social media use. The principal advantage of these services is that

Correct AnswerverifiedShow Answer

Figure 8-5 -Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does C represent?

Correct AnswerverifiedShow Answer

A new field of marketing research that focuses on the presentation of analysis results is known as

Correct AnswerverifiedShow Answer

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D

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B

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C

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