Question 1

What type of marketing uses brain scanning to analyze the buying processes of research participants?

Accepted Answer

A)   subliminal marketing
B)   permission marketing
C)   psychographic marketing
D)   optimization marketing
E)   neuromarketingF) B) and E)
G) A) and D)

Question 2

Figure 8-4
-Consider Figure 8-4,  which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 3 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) C) and D)

Question 3

The first step of the marketing research approach is to

Accepted Answer

A)   develop findings.
B)   define the problem.
C)   take marketing actions.
D)   collect relevant information.
E)   develop the research plan.F) A) and E)
G) B) and C)

Question 4

"Do you eat at fast-food restaurants regularly? Yes or No" is worded poorly because the word "regularly" makes it ________ question.

Accepted Answer

A)   a judgmental
B)   an ambiguous
C)   two questions in one
D)   a leading
E)   a nonmutually exclusiveF) B) and E)
G) A) and B)

Question 5

The primary purpose of a "sneak preview" of a film before its release is to

Accepted Answer

A)   rate the performances of the individual actors and actresses for possible Oscar nominations.
B)   rate the work of the director and producer for possible Oscar nominations.
C)   evaluate the effectiveness of product placements within the film.
D)   compare the final film to the original screenplay.
E)   identify necessary changes before final editing.F) B) and E)
G) B) and D)

Question 6

Considering the five-step marketing research approach leading to marketing actions, the feedback loop

Accepted Answer

A)   is useful only to help a researcher better define the problem next time.
B)   is used to develop the research plan.
C)   is a form of primary research.
D)   is used to develop findings.
E)   consists of lessons learned that can improve each of the steps.F) A) and C)
G) All of the above

Question 7

The U.S. Census Bureau publishes the ________, which is conducted every five years and contains detailed information on the number and sales of U.S. establishments that produce goods or services.

Accepted Answer

A)   Annual Retail Trade Survey
B)   Annual Survey of Manufacturers
C)   Economic Census
D)   Annual Wholesale Trade Survey
E)   North American Industry Classification SurveyF) B) and D)
G) C) and E)

Question 8

A picture or verbal description of a product or service a firm might offer for sale is referred to as

Accepted Answer

A)   a constraint.
B)   an exemplar.
C)   a new-product concept.
D)   a test offering.
E)   a protocol.F) All of the above
G) A) and D)

Question 9

A fixed-alternative question requires respondents to select one or more response options from the set of predetermined choices. Another name for this kind of question is

Accepted Answer

A)   a dichotomous question.
B)   an open-ended question.
C)   an attitudinal question.
D)   a closed-end question.
E)   a semantic differential question.F) All of the above
G) A) and B)

Question 10

A potential difficulty with experiments such as test markets is that outside factors, such as the actions of competitors, can distort the results by affecting ________, such as sales.

Accepted Answer

A)   independent variables
B)   marketing drivers
C)   dependent variables
D)   causality variables
E)   probability variablesF) B) and C)
G) All of the above

Question 11

In marketing research, ________ involves generalizing the results from the sample to much larger groups of distributors, customers, or prospects to help decide on marketing actions.

Accepted Answer

A)   nonprobability sampling
B)   probability sampling
C)   extrapolation
D)   statistical inference
E)   criteria samplingF) C) and D)
G) All of the above

Question 12

The process of selecting elements from a population, collecting data from them, and using it as representative of all those a researcher is interested in is referred to as

Accepted Answer

A)   hypothesis generation.
B)   sampling.
C)   information gathering.
D)   statistical inference.
E)   probability extrapolation.F) A) and B)
G) None of the above

Question 13

Considering the two main types of data, if facts and figures are newly collected for a project, which type of data is being collected?

Accepted Answer

A)   immediate data
B)   internal data
C)   external data
D)   primary data
E)   secondary dataF) A) and E)
G) A) and B)

Question 14

A direct forecast involves estimating the value to be forecast and

Accepted Answer

A)   making decisions without any intervening steps.
B)   halving the highest values and doubling the lowest values to determine an acceptable forecast range.
C)   selecting the alternative that holds the greatest consensus within the management team.
D)   then conducting a sensitivity analysis to determine price elasticity.
E)   selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts are incorrect.F) B) and C)
G) A) and B)

Question 15

Marketing information consists of secondary and primary data. Define each of these types of marketing information. Give examples for secondary and primary data.

Accepted Answer

Data, the facts and figures related to t...

Question 16

A cross tabulation refers to

Accepted Answer

A)   the selection of a group of people, asking them questions, and treating their answers as typical of all those in whom they represent.
B)   a method of presenting and analyzing data involving two or more variables to discover relationships in the data.
C)   the extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions.
D)   "what if" questions that determine how hypothetical changes in marketing mix drivers influence the buying decisions of a household.
E)   the operation of computer networks that can store and process data.F) A) and D)
G) B) and C)

Question 17

Several market research companies pay households and businesses to record all their purchases using a paper or electronic diary, which allows for an economical way to collect consistent data over time. These data are referred to as

Accepted Answer

A)   sponsored data.
B)   data reciprocity.
C)   method sampling.
D)   syndicated panel data.
E)   data journaling.F) A) and D)
G) A) and E)

Question 18

Watch was a teen publication given out free to high school students, but the publication was unable to deliver the response rates to coupons or sample offers that its advertisers expected. Marketing researchers for its publisher developed a research plan, gathered information from teen focus groups, analyzed the findings, and recommended replacing Watch magazine with Fuel for boys and Verve for girls. Producing gender-specific magazines would be considered which step in the marketing research approach?

Accepted Answer

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

Question 19

As marketing vice president of Health Care Services, Inc., you must test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory. Which experiment will do this best?

Accepted Answer

A)   Create an incentive program for your salesforce based upon individual performance. Use increases in customer satisfaction as your dependent variable and increases in sales performance as your independent variable.
B)   Select three degrees of service health care (poor, good, average)  as your independent variable and measure customer responses for each grade using the same number of sales representatives in each territory as your dependent variable.
C)   Create an incentive program for your salesforce based upon individual performance. Use increases in customer satisfaction as your independent variable and increases in sales performance as your dependent variable.
D)   Use a different number of salespeople in three different sales territories as your independent variable and changes in sales of health care services as the dependent variable.
E)   Create an incentive program for your salesforce based upon team performance. Use increases in customer satisfaction as your independent variable and increases in sales performance for the team as your dependent variable.F) A) and B)
G) A) and C)

Question 20

All of these are sources of primary data except which?

Accepted Answer

A)   government publications
B)   observational data
C)   experiments
D)   social media
E)   panelsF) A) and B)
G) A) and C)

Exam 8: Marketing Research: From Customer Insights to Actions

As marketing vice president of Health Care Services, Inc., you must test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory. Which experiment will do this best?

Correct Answer
verified

In marketing research, ________ involves generalizing the results from the sample to much larger groups of distributors, customers, or prospects to help decide on marketing actions.

Correct Answer
verified

A direct forecast involves estimating the value to be forecast and

Correct Answer
verified

All of these are sources of primary data except which?

Correct Answer
verified

The first step of the marketing research approach is to

Correct Answer
verified

A cross tabulation refers to

Correct Answer
verified

Several market research companies pay households and businesses to record all their purchases using a paper or electronic diary, which allows for an economical way to collect consistent data over time. These data are referred to as

Correct Answer
verified

Marketing information consists of secondary and primary data. Define each of these types of marketing information. Give examples for secondary and primary data.

Correct Answer
verified
Data, the facts and figures related to t...
View Answer

The primary purpose of a "sneak preview" of a film before its release is to

Correct Answer
verified

The process of selecting elements from a population, collecting data from them, and using it as representative of all those a researcher is interested in is referred to as

Correct Answer
verified

A picture or verbal description of a product or service a firm might offer for sale is referred to as

Correct Answer
verified

Considering the two main types of data, if facts and figures are newly collected for a project, which type of data is being collected?

Correct Answer
verified

Considering the five-step marketing research approach leading to marketing actions, the feedback loop

Correct Answer
verified

"Do you eat at fast-food restaurants regularly? Yes or No" is worded poorly because the word "regularly" makes it ________ question.

Correct Answer
verified

The U.S. Census Bureau publishes the ________, which is conducted every five years and contains detailed information on the number and sales of U.S. establishments that produce goods or services.

Correct Answer
verified

Correct Answer
verified

Figure 8-4 -Consider Figure 8-4, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 3 illustrates which type of question format?

Correct Answer
verified

A fixed-alternative question requires respondents to select one or more response options from the set of predetermined choices. Another name for this kind of question is

Correct Answer
verified

A potential difficulty with experiments such as test markets is that outside factors, such as the actions of competitors, can distort the results by affecting ________, such as sales.

Correct Answer
verified

What type of marketing uses brain scanning to analyze the buying processes of research participants?

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

As marketing vice president of Health Care Services, Inc., you must test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory. Which experiment will do this best?

Correct AnswerverifiedShow Answer

In marketing research, ________ involves generalizing the results from the sample to much larger groups of distributors, customers, or prospects to help decide on marketing actions.

Correct AnswerverifiedShow Answer

A direct forecast involves estimating the value to be forecast and

Correct AnswerverifiedShow Answer

All of these are sources of primary data except which?

Correct AnswerverifiedShow Answer

The first step of the marketing research approach is to

Correct AnswerverifiedShow Answer

A cross tabulation refers to

Correct AnswerverifiedShow Answer

Several market research companies pay households and businesses to record all their purchases using a paper or electronic diary, which allows for an economical way to collect consistent data over time. These data are referred to as

Correct AnswerverifiedShow Answer

Marketing information consists of secondary and primary data. Define each of these types of marketing information. Give examples for secondary and primary data.

Correct AnswerverifiedData, the facts and figures related to t...View AnswerShow Answer

The primary purpose of a "sneak preview" of a film before its release is to

Correct AnswerverifiedShow Answer

The process of selecting elements from a population, collecting data from them, and using it as representative of all those a researcher is interested in is referred to as

Correct AnswerverifiedShow Answer

A picture or verbal description of a product or service a firm might offer for sale is referred to as

Correct AnswerverifiedShow Answer

Considering the two main types of data, if facts and figures are newly collected for a project, which type of data is being collected?

Correct AnswerverifiedShow Answer

Considering the five-step marketing research approach leading to marketing actions, the feedback loop

Correct AnswerverifiedShow Answer

"Do you eat at fast-food restaurants regularly? Yes or No" is worded poorly because the word "regularly" makes it ________ question.

Correct AnswerverifiedShow Answer

The U.S. Census Bureau publishes the ________, which is conducted every five years and contains detailed information on the number and sales of U.S. establishments that produce goods or services.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Figure 8-4 -Consider Figure 8-4, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 3 illustrates which type of question format?

Correct AnswerverifiedShow Answer

A fixed-alternative question requires respondents to select one or more response options from the set of predetermined choices. Another name for this kind of question is

Correct AnswerverifiedShow Answer

A potential difficulty with experiments such as test markets is that outside factors, such as the actions of competitors, can distort the results by affecting ________, such as sales.

Correct AnswerverifiedShow Answer

What type of marketing uses brain scanning to analyze the buying processes of research participants?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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verified

Correct Answer
verified

Correct Answer
verified
Data, the facts and figures related to t...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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