Question 1

Melanie manages a local store for a national drugstore chain and had received complaints from several customers about rude employees. To check on her customer service, Melanie hired a team of researchers, who posed as customers shopping in the store. Occasionally, they bought something, but their primary purpose was to take notes and record the actions of the service staff. The research information Melanie received was a form of ________ data.

Accepted Answer

A)   secondary
B)   developmental
C)   observational
D)   national
E)   questionnaireF) B) and C)
G) D) and E)

Question 2

Marine Midland Bank sent market researchers door-to-door in the neighborhoods surrounding its branch banks. Each researcher planned to spend up to 15 minutes talking with a head of the household about his or her savings accounts to discuss why he or she did not also have checking accounts and credit cards with the bank. Marine Midland researchers were using ________ to collect these data.

Accepted Answer

A)   secondary interviews
B)   individual interviews
C)   intercept interviews
D)   observational data collection
E)   ethnographic researchF) B) and C)
G) A) and E)

Question 3

Many consumers buy soft drinks and potato chips together when they shop at a grocery, convenience, or mass merchandiser store. But when querying its marketing information system (MIS) , one convenience store discovered that when consumers bought a sandwich, many also purchased toothpaste. This information was obtained from checkout scanner data from its stores nationwide. This convenience store used ________ to extract this hidden information from its MIS to find the statistical link between the two product categories.

Accepted Answer

A)   linear trend extrapolation
B)   heuristic modeling
C)   data mining
D)   descriptive research
E)   RFID dataF) A) and D)
G) C) and E)

Question 4

Marketing research refers to

Accepted Answer

A)   the process of systematically collecting and analyzing information in order to define a marketing problem.
B)   the use of information technology to find objective solutions to a marketing problem.
C)   the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions.
D)   the use of subjective data such as interviews and observation to complement empirical data obtained through the use of information technology.
E)   the science of using observable human behavior in order to identify and solve marketing problems.F) B) and D)
G) C) and D)

Question 5

Figure 7-5
-Figure 7-5 shows how marketing researchers and managers use information technology to turn information into marketing actions. What does D represent?

Accepted Answer

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

Question 6

A(n)  ________ question is the simplest form of a fixed alternative question that allows only a "yes" or "no" response.

Accepted Answer

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

Question 7

The extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions is referred to as

Accepted Answer

A)   predictive analysis.
B)   information extraction.
C)   variable analysis.
D)   database management.
E)   data mining.F) B) and D)
G) A) and B)

Question 8

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to deal with claims. It wants to introduce its product into new markets, but before it does so, 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) D) and E)
G) A) and B)

Question 9

Children's accessory and toy store Red Carpet Baby! uses U.S. Census Bureau information to determine the number of families with children under age 5 for each state in its market area. Data obtained from this source are called

Accepted Answer

A)   proprietary data.
B)   primary data.
C)   secondary data.
D)   observational data.
E)   experimental data.F) A) and D)
G) B) and E)

Question 10

In evaluating whether its Facebook and Twitter social media programs are working well, Carmex considered using various marketing metrics. One metric it chose was ________, which provides the percentages of Internet Carmex mentions that are positive, neutral, or negative.

Accepted Answer

A)   Carmex Twitter followers
B)   Carmex conversation velocity
C)   Carmex sentiment
D)   Carmex Facebook likes
E)   Carmex share of voiceF) B) and C)
G) B) and D)

Question 11

Members of the Book Promoters Association of Canada recently questioned what could be done to rejuvenate the Canadian book publishing industry. Some claimed the problem was that many Canadian bookstores had been replaced by Amazon.com. Others said the problem was stodgy advertising. Still others believed the problem was small budgets for marketing programs. The best way to identify the problem would be to use

Accepted Answer

A)   market analysis.
B)   marketing management.
C)   a marketing audit.
D)   marketing research.
E)   data mining.F) B) and C)
G) A) and E)

Question 12

Published data from outside the organization are referred to as ________ data.

Accepted Answer

A)   proprietary
B)   external primary
C)   internal secondary
D)   internal primary
E)   external secondaryF) B) and D)
G) A) and E)

Question 13

In a marketing decision, constraints are

Accepted Answer

A)   the external factors affecting the number of people who can work on a solution to a problem.
B)   the number of possible alternatives in a company's solution set.
C)   the restrictions placed on potential solutions to a problem.
D)   the internal factors affecting whether to select one alternative over another.
E)   the internal factors that determine who in the organization selects the best problem to fit the hypothetical solution.F) B) and E)
G) A) and C)

Question 14

The data that is collected with a "people meter" and later published by Nielsen as national TV ratings are an example of ________ data when gathered.

Accepted Answer

A)   internal secondary data
B)   interactive industry data
C)   curated promotional data
D)   mechanical observational data
E)   sensitivity dataF) C) and E)
G) D) and E)

Question 15

Best Western International, Inc., a national hotel chain, paid couples to film themselves as they spent three to seven days on a cross-country trip. Best Western found that women usually decide when to pull off the road, where to stay overnight, and what amenities the lodging should have to make their stay more enjoyable. These couples made choices in an authentic environment, providing ________ research to Best Western.

Accepted Answer

A)   secondary
B)   developmental
C)   alternative
D)   ethnographic
E)   focus groupF) None of the above
G) C) and D)

Question 16

IBM, Tesla, and Amazon are using ________ to operate Watson, guide self-driving cars, and make purchase recommendations, respectively.

Accepted Answer

A)   cloud
B)   data visualization
C)   corrective
D)   artificial intelligence
E)   carouselF) None of the above
G) C) and D)

Question 17

List the elements of an intelligent marketing enterprise platform used to help answer marketing questions.

Accepted Answer

An information technology system used to...

Question 18

Analyzing the data obtained during the marketing research project and presenting the results take place during which step of the five-step marketing research approach?

Accepted Answer

A)   collect relevant information
B)   develop findings
C)   take marketing actions
D)   plan the budget
E)   identify constraintsF) B) and D)
G) B) and C)

Question 19

Marketing researchers use tracking studies immediately before an upcoming film's release to

Accepted Answer

A)   identify any factual errors or inconsistencies in the story line.
B)   nominate specific actors or actresses for industry awards.
C)   forecast a movie's opening weekend box office revenues.
D)   select the best geographical location for the movie's premiere.
E)   make changes to the movie's release based upon professional critics' reviews.F) C) and E)
G) D) and E)

Question 20

A sales forecast refers to

Accepted Answer

A)   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.
B)   sales goals based on past performances of individual sales representatives, used as motivation for productivity among this staff.
C)   the total sales from a product that could be generated with a hypothetical set of preferred environmental forces.
D)   the total industry sales generated by a product during a specified time period that results from specified environmental conditions.
E)   published information about competitors' sales from the NAICS.F) A) and E)
G) A) and D)

Exam 7: Marketing Research: From Customer Insights to Actions

Correct Answer
verified

The extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions is referred to as

Correct Answer
verified

Correct Answer
verified

List the elements of an intelligent marketing enterprise platform used to help answer marketing questions.

Correct Answer
verified
An information technology system used to...
View Answer

Children's accessory and toy store Red Carpet Baby! uses U.S. Census Bureau information to determine the number of families with children under age 5 for each state in its market area. Data obtained from this source are called

Correct Answer
verified

Correct Answer
verified

Marketing researchers use tracking studies immediately before an upcoming film's release to

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

IBM, Tesla, and Amazon are using ________ to operate Watson, guide self-driving cars, and make purchase recommendations, respectively.

Correct Answer
verified

Figure 7-5 -Figure 7-5 shows how marketing researchers and managers use information technology to turn information into marketing actions. What does D represent?

Correct Answer
verified

The data that is collected with a "people meter" and later published by Nielsen as national TV ratings are an example of ________ data when gathered.

Correct Answer
verified

Published data from outside the organization are referred to as ________ data.

Correct Answer
verified

Marketing research refers to

Correct Answer
verified

A(n) ________ question is the simplest form of a fixed alternative question that allows only a "yes" or "no" response.

Correct Answer
verified

In a marketing decision, constraints are

Correct Answer
verified

Analyzing the data obtained during the marketing research project and presenting the results take place during which step of the five-step marketing research approach?

Correct Answer
verified

In evaluating whether its Facebook and Twitter social media programs are working well, Carmex considered using various marketing metrics. One metric it chose was ________, which provides the percentages of Internet Carmex mentions that are positive, neutral, or negative.

Correct Answer
verified

Correct Answer
verified

A sales forecast refers to

Correct Answer
verified

Exam 7: Marketing Research: From Customer Insights to Actions

Correct AnswerverifiedShow Answer

The extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions is referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

List the elements of an intelligent marketing enterprise platform used to help answer marketing questions.

Correct AnswerverifiedAn information technology system used to...View AnswerShow Answer

Children's accessory and toy store Red Carpet Baby! uses U.S. Census Bureau information to determine the number of families with children under age 5 for each state in its market area. Data obtained from this source are called

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Marketing researchers use tracking studies immediately before an upcoming film's release to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

IBM, Tesla, and Amazon are using ________ to operate Watson, guide self-driving cars, and make purchase recommendations, respectively.

Correct AnswerverifiedShow Answer

Figure 7-5 -Figure 7-5 shows how marketing researchers and managers use information technology to turn information into marketing actions. What does D represent?

Correct AnswerverifiedShow Answer

The data that is collected with a "people meter" and later published by Nielsen as national TV ratings are an example of ________ data when gathered.

Correct AnswerverifiedShow Answer

Published data from outside the organization are referred to as ________ data.

Correct AnswerverifiedShow Answer

Marketing research refers to

Correct AnswerverifiedShow Answer

A(n) ________ question is the simplest form of a fixed alternative question that allows only a "yes" or "no" response.

Correct AnswerverifiedShow Answer

In a marketing decision, constraints are

Correct AnswerverifiedShow Answer

Analyzing the data obtained during the marketing research project and presenting the results take place during which step of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

In evaluating whether its Facebook and Twitter social media programs are working well, Carmex considered using various marketing metrics. One metric it chose was ________, which provides the percentages of Internet Carmex mentions that are positive, neutral, or negative.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A sales forecast refers to

Correct AnswerverifiedShow Answer

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An information technology system used to...
View Answer

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