Question 1

Individual interviews involve

Accepted Answer

A)   several people asking the same person the same questions over a period of time to check for answer reliability.
B)   asking respondents in a shopping mall to fill out a brief survey.
C)   a single researcher asking questions of one respondent.
D)   having the interviewee talk about specific aspects of a product or service using a video camera in his/her natural use environment.
E)   a panel of respondents participating in a guided discussion led by an experienced moderator.F) A) and B)
G) B) and D)

Question 2

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B)   out of date and not specific enough for the project.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D)   biased toward government objectives and out of date.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 E)
G) C) and D)

Question 3

Two key elements in deciding how to collect marketing data are

Accepted Answer

A)   concepts and values.
B)   concepts and methods.
C)   constraints and hypotheses.
D)   terms and constraints.
E)   terms and hypotheses.F) A) and D)
G) A) and B)

Question 4

A survey by the Economic Research Service of the U.S. Department of Agriculture, government statistics from the Department of Commerce, and stock market information from The Wall Street Journal would all be examples of

Accepted Answer

A)   internal primary data.
B)   nonprobability sampling methods.
C)   internal secondary data.
D)   external secondary data.
E)   external primary data.F) B) and C)
G) C) and E)

Question 5

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 B)

Question 6

If a researcher is using data that are low in cost and save time, which type of data is this likely to be?

Accepted Answer

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

Question 7

The approaches that can be used to collect data to solve all or part of a marketing research problem are referred to as

Accepted Answer

A)   methods.
B)   proposals.
C)   strategies.
D)   tactics.
E)   analyses.F) A) and E)
G) B) and D)

Question 8

Figure 7-1
-According to Figure 7-1, what does C represent in the marketing research process?

Accepted Answer

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

Question 9

Figure 7-2
-Figure 7-2 shows that secondary data may be divided into two related parts. If Box A represents marketing input and outcome data (budgets, call reports, customer communications, etc.) , which type of data is A?

Accepted Answer

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

Question 10

Based on ________, the Campbell Soup Co. changed the labels of most of its soup cans to add steam rising from the product and remove the "unemotional spoons."

Accepted Answer

A)   external secondary data, an article in the Journal of Consumer Behavior on ethnographic research
B)   social media Facebook comments and Twitter tweets analysis
C)   internal secondary data, sales reports on soup sales by flavor and package type (can or microwave bowl) 
D)   neuromarketing studies
E)   online/email questionnairesF) C) and D)
G) All of the above

Question 11

Which of the following is not a disadvantage of online surveys?

Accepted Answer

A)   Email surveys may be viewed as junk.
B)   The cost to set up and administer them is high.
C)   Some potential respondents have a pop-up blocker that prohibits a browser from opening a separate window that contains the survey.
D)   Without the necessary technology, respondents can complete the survey multiple times, creating a significant bias in the results.
E)   Some potential respondents may employ spam blockers.F) D) and E)
G) All of the above

Question 12

Facts and figures obtained by watching, either mechanically or in person, how people actually behave are referred to as ________ data.

Accepted Answer

A)   inspection
B)   hypothetical
C)   primary source
D)   observational
E)   eyewitnessF) All of the above
G) B) and D)

Question 13

Filmmakers want movie titles that use the same factors that make a good brand name. They must be short, memorable, appealing to consumers, and

Accepted Answer

A)   creative.
B)   familiar.
C)   without legal restrictions.
D)   alliterative.
E)   easy to remember.F) B) and D)
G) B) and C)

Question 14

Test screenings and tracking studies are examples of market research techniques used in the movie industry to

Accepted Answer

A)   estimate a production company's potential market share.
B)   identify prospective nominees for industry awards such as the Oscars.
C)   create an advance market for the movie's DVD release regardless of whether it is successful in its theater release or not.
D)   identify possible story lines or plots for future movie ventures.
E)   reduce uncertainty and improve marketing actions.F) C) and D)
G) B) and E)

Question 15

Which of the following statements represents a possible measure of success in the first step of the five-step marketing research approach, defining the problem?

Accepted Answer

A)   You have three weeks and $10,000 to determine if it is going to be profitable to serve breakfast on weekdays or not.
B)   If 3-year-olds like this product, then it stands to reason that 4-year-olds will like it even more.
C)   Use mail questionnaires, not focus groups.
D)   Let's identify the most cost-effective method of advertising.
E)   If the test subject eats most or all of the sample during the taste test, it will be assumed that he or she likes it.F) B) and E)
G) A) and B)

Question 16

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 E)

Question 17

Experiments often use marketing drivers like product features, price, or promotion as ________ variables.

Accepted Answer

A)   marketing action
B)   independent
C)   environmental force
D)   dependent
E)   causalF) A) and D)
G) D) and E)

Question 18

Which of the following is one of the three frequently used sales forecasting techniques?

Accepted Answer

A)   heuristic prognostications
B)   customer contracts
C)   trade association experts
D)   judgments of the decision maker
E)   empirical studiesF) A) and D)
G) None of the above

Question 19

Figure 7-2
-Figure 7-2 shows that secondary data may be divided into two related parts. If B represents data collected from the U.S. Census Bureau, trade association studies, business periodicals, etc., which type of data is B?

Accepted Answer

A)   compiled data
B)   mined data
C)   internal secondary data
D)   external secondary data
E)   observational dataF) B) and D)
G) All of the above

Question 20

Trend extrapolation involves

Accepted Answer

A)   extending a pattern observed in past data into the future.
B)   selecting specific points on a graph of sales or market share, multiplying by the cost of living index, and allowing for a variation of plus or minus 3 percent.
C)   averaging the total sales or market share for the previous five years and multiplying that number by the expected GDP growth rate for the next year (say 1.5 percent)  to arrive at the next year's forecast.
D)   selecting a given percentage and using that number as a yearly predictive base regardless of changes in sales, revenue, or market share.
E)   collecting projections from all regional sales managers and making the final projection.F) C) and E)
G) C) and D)

Exam 7: Marketing Research: From Customer Insights to Actions

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

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Individual interviews involve

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Which of the following statements represents a possible measure of success in the first step of the five-step marketing research approach, defining the problem?

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Filmmakers want movie titles that use the same factors that make a good brand name. They must be short, memorable, appealing to consumers, and

Correct AnswerverifiedShow Answer

Test screenings and tracking studies are examples of market research techniques used in the movie industry to

Correct AnswerverifiedShow Answer

Based on ________, the Campbell Soup Co. changed the labels of most of its soup cans to add steam rising from the product and remove the "unemotional spoons."

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Figure 7-1 -According to Figure 7-1, what does C represent in the marketing research process?

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Figure 7-2 -Figure 7-2 shows that secondary data may be divided into two related parts. If B represents data collected from the U.S. Census Bureau, trade association studies, business periodicals, etc., which type of data is B?

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Experiments often use marketing drivers like product features, price, or promotion as ________ variables.

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Trend extrapolation involves

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

Correct AnswerverifiedShow Answer

A survey by the Economic Research Service of the U.S. Department of Agriculture, government statistics from the Department of Commerce, and stock market information from The Wall Street Journal would all be examples of

Correct AnswerverifiedShow Answer

If a researcher is using data that are low in cost and save time, which type of data is this likely to be?

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Which of the following is not a disadvantage of online surveys?

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Figure 7-2 -Figure 7-2 shows that secondary data may be divided into two related parts. If Box A represents marketing input and outcome data (budgets, call reports, customer communications, etc.) , which type of data is A?

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Which of the following is one of the three frequently used sales forecasting techniques?

Correct AnswerverifiedShow Answer

Two important disadvantages of secondary data are that they may be

Correct AnswerverifiedShow Answer

Facts and figures obtained by watching, either mechanically or in person, how people actually behave are referred to as ________ data.

Correct AnswerverifiedShow Answer

Two key elements in deciding how to collect marketing data are

Correct AnswerverifiedShow Answer

The approaches that can be used to collect data to solve all or part of a marketing research problem are referred to as

Correct AnswerverifiedShow Answer

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