Question 1

Grape-Nuts was one of the first cereals Post Cereal Co. ever marketed. It scores well in brand awareness studies, but recently its sales have been declining. Rather than assume the product was a "dog," the Grape-Nuts marketing manager decided Post should first

Accepted Answer

A)   update the flavor of the cereal by making it slightly sweeter.
B)   increase the amount spent on advertising and sales promotion.
C)   do marketing research to identify what needs were not being satisfied.
D)   hire additional salespeople who were younger and more assertive to contact grocery stores.
E)   realign Grape-Nuts as a "star" and increase production.F) All of the above
G) A) and E)

Question 2

There are three key elements when developing the research plan. One of these is

Accepted Answer

A)   specify measures of success.
B)   set the research objectives.
C)   determine how to report the findings.
D)   evaluate previous research results.
E)   determine how to collect the data.F) B) and E)
G) A) and C)

Question 3

Research objectives are

Accepted Answer

A)   conjectures regarding marketing outcomes.
B)   general research guidelines.
C)   solutions to be evaluated.
D)   specific and measurable.
E)   research dashboards.F) A) and E)
G) All of the above

Question 4

Set during the marketing research process, ________ are specific, measurable goals the decision maker seeks to achieve in conducting the marketing research.

Accepted Answer

A)   measures of success
B)   research constraints
C)   marketing research plans
D)   hypothetical scenarios
E)   research objectivesF) B) and C)
G) C) and D)

Question 5

Figure 8-2
-Figure 8-2 above shows that primary data may be divided into three related parts. If D represents data obtained by asking people about their attitudes, awareness, intentions, and behaviors using individual interviews, focus groups, or online surveys, which type of data is D?

Accepted Answer

A)   questionnaire data
B)   mined data
C)   internal secondary data
D)   external secondary data
E)   observational dataF) B) and C)
G) D) and E)

Question 6

Information technology refers to

Accepted Answer

A)   any information derived from a nonpersonal source.
B)   all of the computing resources that collect, store, and analyze data.
C)   any hardware used in collecting information to be used in market research such as scanners, telephones, voting machines, etc.
D)   any activity that uses some form of electronic communication in the inventory, exchange, advertisement, distribution, and payment of goods and services.
E)   the inventions or innovations from applied science or engineering research.F) A) and E)
G) A) and D)

Question 7

Measures of success are

Accepted Answer

A)   the goals the decision maker seeks to achieve in solving a problem.
B)   criteria or standards used in evaluating proposed solutions to a problem.
C)   identification of acceptable alternatives for collecting data to solve a problem.
D)   objective data used to identify the most profitable solution to a marketing problem.
E)   subjective data used to identify the most profitable solution to a marketing problem.F) B) and C)
G) C) and D)

Question 8

Mall intercept interviews refer to

Accepted Answer

A)   impersonal data collection methods in strip shopping malls.
B)   telephone interviews with consumers about their shopping center habits.
C)   scientifically selected individuals from the local community who agree to participate in a research study and are directed to meet at a specific shopping center for the interviews.
D)   focus groups located in major shopping centers.
E)   personal interviews of consumers visiting shopping centers.F) A) and B)
G) A) and C)

Question 9

A general rule of thumb among marketing researchers is to use ________ first and then collect

Accepted Answer

A)   external secondary data; internal primary data.
B)   internal primary data; external primary data.
C)   primary data; secondary data.
D)   secondary data; primary data.
E)   questionnaire data; observational data.F) B) and E)
G) A) and C)

Question 10

McDonald's tested its delivery service in three Florida cities to assess consumer interest before deciding to expand to 20,000 of its restaurants. Which type of experiment was conducted here?

Accepted Answer

A)   micro market
B)   trial market
C)   experimental market
D)   simulated market
E)   test marketF) A) and E)
G) B) and D)

Question 11

Lost-horse forecasting involves

Accepted Answer

A)   admitting that the actions you have taken in the past have failed and removing those and similar actions from your list of alternatives.
B)   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.
C)   making decisions without any intervening steps.
D)   following a prescribed set of "directives" established before the research was even begun.
E)   selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect.F) A) and B)
G) B) and E)

Question 12

Which of the following statements concerning ethnographic research is most accurate?

Accepted Answer

A)   Ethnographic research was specifically designed to use in global markets to help marketers understand cultural diversity and ethnocentrism.
B)   Ethnographic research employs the use of genealogical data to track purchase behaviors through family lines.
C)   Ethnographic research relies on physiological responses such as heart rate, breathing rate, and stress levels to obtain objective data.
D)   Ethnographic research uses trained researchers to discover subtle behavioral and emotional reactions as consumers encounter products in their "natural use environment."
E)   Ethnographic researchers use videotapes to eliminate miscues of subtle emotional reactions that can skew market research results.F) A) and B)
G) C) and D)

Question 13

The fourth of five steps in the marketing research approach is to

Accepted Answer

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

Question 14

What marketing metric determines whether a TV program such as NCIS remains on the CBS broadcast TV network?

Accepted Answer

A)   appeal
B)   cost per ad
C)   rating
D)   poll
E)   frequencyF) A) and E)
G) A) and D)

Question 15

Effective decision makers rely on criteria or standards known as ________ that are used in evaluating proposed solutions to a problem.

Accepted Answer

A)   marketing dashboards
B)   descriptive research
C)   constraints
D)   problem definitions
E)   measures of successF) All of the above
G) A) and E)

Question 16

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to deal with claims. Prior to introducing its product into new markets, it wants to predict how successful its sales efforts will be. The marketing research firm hired to conduct the research study has six months to gather, analyze, and present its data to DirectProtect. The required time frame is an example of

Accepted Answer

A)   a dependent variable.
B)   an obstruction.
C)   an objective.
D)   a constraint.
E)   an independent variable.F) A) and E)
G) None of the above

Question 17

Data mining refers to

Accepted Answer

A)   any form of electronically generated market research.
B)   the extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions.
C)   a branch of marketing specializing in obtaining both objective and subjective data to be used by other companies or organizations.
D)   obtaining information about a competitor and its products for use by one's own firm.
E)   the use of information derived solely from unsolicited sources such as customer complaints or complements.F) A) and E)
G) B) and E)

Question 18

Movie studios use tracking studies in which prospective moviegoers are asked questions about an upcoming film release to help them forecast sales. This is an example of

Accepted Answer

A)   movie advertising.
B)   marketing research.
C)   tactical support.
D)   cross-movie research.
E)   movie audits.F) None of the above
G) All of the above

Question 19

In ________, the marketing researcher tries to test ideas discovered earlier to help the marketing manager recommend marketing actions.

Accepted Answer

A)   idea generation
B)   new-product concept testing
C)   data mining
D)   data analysis
E)   idea evaluationF) C) and D)
G) A) and B)

Question 20

After developing the research plan, the next step of the marketing research approach is to

Accepted Answer

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

Exam 8: Marketing Research: From Customer Insights to Actions

Grape-Nuts was one of the first cereals Post Cereal Co. ever marketed. It scores well in brand awareness studies, but recently its sales have been declining. Rather than assume the product was a "dog," the Grape-Nuts marketing manager decided Post should first

Correct Answer
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Set during the marketing research process, ________ are specific, measurable goals the decision maker seeks to achieve in conducting the marketing research.

Correct Answer
verified

There are three key elements when developing the research plan. One of these is

Correct Answer
verified

Data mining refers to

Correct Answer
verified

Which of the following statements concerning ethnographic research is most accurate?

Correct Answer
verified

Movie studios use tracking studies in which prospective moviegoers are asked questions about an upcoming film release to help them forecast sales. This is an example of

Correct Answer
verified

McDonald's tested its delivery service in three Florida cities to assess consumer interest before deciding to expand to 20,000 of its restaurants. Which type of experiment was conducted here?

Correct Answer
verified

A general rule of thumb among marketing researchers is to use ________ first and then collect

Correct Answer
verified

In ________, the marketing researcher tries to test ideas discovered earlier to help the marketing manager recommend marketing actions.

Correct Answer
verified

After developing the research plan, the next step of the marketing research approach is to

Correct Answer
verified

Lost-horse forecasting involves

Correct Answer
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The fourth of five steps in the marketing research approach is to

Correct Answer
verified

Correct Answer
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Figure 8-2 -Figure 8-2 above shows that primary data may be divided into three related parts. If D represents data obtained by asking people about their attitudes, awareness, intentions, and behaviors using individual interviews, focus groups, or online surveys, which type of data is D?

Correct Answer
verified

Measures of success are

Correct Answer
verified

Mall intercept interviews refer to

Correct Answer
verified

Information technology refers to

Correct Answer
verified

What marketing metric determines whether a TV program such as NCIS remains on the CBS broadcast TV network?

Correct Answer
verified

Research objectives are

Correct Answer
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Effective decision makers rely on criteria or standards known as ________ that are used in evaluating proposed solutions to a problem.

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

Grape-Nuts was one of the first cereals Post Cereal Co. ever marketed. It scores well in brand awareness studies, but recently its sales have been declining. Rather than assume the product was a "dog," the Grape-Nuts marketing manager decided Post should first

Correct AnswerverifiedShow Answer

Set during the marketing research process, ________ are specific, measurable goals the decision maker seeks to achieve in conducting the marketing research.

Correct AnswerverifiedShow Answer

There are three key elements when developing the research plan. One of these is

Correct AnswerverifiedShow Answer

Data mining refers to

Correct AnswerverifiedShow Answer

Which of the following statements concerning ethnographic research is most accurate?

Correct AnswerverifiedShow Answer

Movie studios use tracking studies in which prospective moviegoers are asked questions about an upcoming film release to help them forecast sales. This is an example of

Correct AnswerverifiedShow Answer

McDonald's tested its delivery service in three Florida cities to assess consumer interest before deciding to expand to 20,000 of its restaurants. Which type of experiment was conducted here?

Correct AnswerverifiedShow Answer

A general rule of thumb among marketing researchers is to use ________ first and then collect

Correct AnswerverifiedShow Answer

In ________, the marketing researcher tries to test ideas discovered earlier to help the marketing manager recommend marketing actions.

Correct AnswerverifiedShow Answer

After developing the research plan, the next step of the marketing research approach is to

Correct AnswerverifiedShow Answer

Lost-horse forecasting involves

Correct AnswerverifiedShow Answer

The fourth of five steps in the marketing research approach is to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Figure 8-2 -Figure 8-2 above shows that primary data may be divided into three related parts. If D represents data obtained by asking people about their attitudes, awareness, intentions, and behaviors using individual interviews, focus groups, or online surveys, which type of data is D?

Correct AnswerverifiedShow Answer

Measures of success are

Correct AnswerverifiedShow Answer

Mall intercept interviews refer to

Correct AnswerverifiedShow Answer

Information technology refers to

Correct AnswerverifiedShow Answer

What marketing metric determines whether a TV program such as NCIS remains on the CBS broadcast TV network?

Correct AnswerverifiedShow Answer

Research objectives are

Correct AnswerverifiedShow Answer

Effective decision makers rely on criteria or standards known as ________ that are used in evaluating proposed solutions to a problem.

Correct AnswerverifiedShow Answer

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