Question 1

Sampling and statistical inference are special ________, which are vital in marketing research to solve all or part of a problem.

Accepted Answer

A)  systems 
B)  styles 
C)  methods 
D)  constraints 
E)  modes 
A)  systems 
B)  styles 
C)  methods 
D)  constraints 
E)  modes

Question 2

Frito-Lay substituted ________ for its usual focus groups to allow consumers to weigh in on which new flavors of Lay's potato chips would be introduced.

Accepted Answer

A)  telephone interviews 
B)  social media 
C)  a panel 
D)  virtual focus groups 
E)  experiments 
A)  telephone interviews 
B)  social media 
C)  a panel 
D)  virtual focus groups 
E)  experiments

Question 3

A decision refers to

Accepted Answer

A)  a premeditated selection resulting in a personal action. 
B)  conscious choice to select an alternative that best reduces risk. 
C)  conscious choice from among two or more alternatives. 
D)  a subconscious selection of the alternative most consistent with one's personal beliefs. 
E)  an unconscious choice selected from a subset of positive alternatives. 
A)  a premeditated selection resulting in a personal action. 
B)  conscious choice to select an alternative that best reduces risk. 
C)  conscious choice from among two or more alternatives. 
D)  a subconscious selection of the alternative most consistent with one's personal beliefs. 
E)  an unconscious choice selected from a subset of positive alternatives.

Question 4

Generally, filmmakers want movie titles that are short, memorable, appealing to consumers, and without legal restrictions. These are titles that

Accepted Answer

A)  have the same factors that make a good brand name. 
B)  produce the best recall. 
C)  attract immediate attention. 
D)  are safest, both financially and for brand purposes. 
E)  appeal to multiple cultures. 
A)  have the same factors that make a good brand name. 
B)  produce the best recall. 
C)  attract immediate attention. 
D)  are safest, both financially and for brand purposes. 
E)  appeal to multiple cultures.

Question 5

The principal ways to collect new or primary data for a marketing study are by watching people and by asking them questions. Give two examples of each method.

Accepted Answer

Observing people includes watching how p

Question 6

What is neuromarketing? What does it do? Why is it important to marketers?

Accepted Answer

Neuromarketing was developed by Martin L

Question 7

The facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors are

Accepted Answer

A)  primary data. 
B)  secondary data. 
C)  statistical inference. 
D)  observational data. 
E)  questionnaire data. 
A)  primary data. 
B)  secondary data. 
C)  statistical inference. 
D)  observational data. 
E)  questionnaire data.

Question 8

The U.S. Census Bureau publishes the Economic Census, which is conducted every five years and contains detailed information on the number and sales of U.S. establishments that produce goods or services. When businesses use information from this publication, it is considered ________ data.

Accepted Answer

A)  proprietary 
B)  external primary 
C)  internal secondary 
D)  internal primary 
E)  external secondary 
A)  proprietary 
B)  external primary 
C)  internal secondary 
D)  internal primary 
E)  external secondary

Question 9

Figure 8-4 
-Consider Figure 8-4  above, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 6 illustrates which type of question format?

Accepted Answer

A)  dichotomous 
B)  open-ended 
C)  Likert 
D)  attitudinal 
E)  semantic differential 
A)  dichotomous 
B)  open-ended 
C)  Likert 
D)  attitudinal 
E)  semantic differential

Question 10

GI Design is a small studio that designs and builds items such as fountains and tabletops made from copper. To increase sales, Greg, the owner, developed a research plan to determine what landscape architects and interior designers wanted in copper furnishings and appropriate pricing. He had begun to interview representative designers. Greg was engaged in ________, the third step of the five-step marketing research approach.

Accepted Answer

A)  developing the research plan 
B)  solving the problem 
C)  developing findings and recommendations 
D)  collecting relevant information 
E)  taking marketing actions 
A)  developing the research plan 
B)  solving the problem 
C)  developing findings and recommendations 
D)  collecting relevant information 
E)  taking marketing actions

Question 11

In marketing, a conscious choice made from among two or more alternatives is a

Accepted Answer

A)  preference. 
B)  paradigm. 
C)  conclusion. 
D)  paradox. 
E)  decision. 
A)  preference. 
B)  paradigm. 
C)  conclusion. 
D)  paradox. 
E)  decision.

Question 12

One objective in the marketing research Jeff Gerst, who manages the Carmex social media properties, undertook using Facebook involved

Accepted Answer

A)  assessing the market for its new hand cream product. 
B)  projecting the market size for the Carmex Moisture Plus line of premium lip balms for women. 
C)  assessing the market for Carmex products outside the United States in countries where Facebook is active. 
D)  evaluating the effectiveness of integrating Carmex Facebook promotions with traditional Carmex promotions. 
E)  narrowing the number of flavors going into quantitative testing from three to two. 
A)  assessing the market for its new hand cream product. 
B)  projecting the market size for the Carmex Moisture Plus line of premium lip balms for women. 
C)  assessing the market for Carmex products outside the United States in countries where Facebook is active. 
D)  evaluating the effectiveness of integrating Carmex Facebook promotions with traditional Carmex promotions. 
E)  narrowing the number of flavors going into quantitative testing from three to two.

Question 13

The challenge facing today's marketing researchers and data scientists is not data collection or even storage but how to

Accepted Answer

A)  leverage external data sources. 
B)  effectively leverage results without excessive data generation. 
C)  avoid the use of data warehouses. 
D)  efficiently transform the huge amount of data into useful information. 
E)  match buying queries to relevant outputs. 
A)  leverage external data sources. 
B)  effectively leverage results without excessive data generation. 
C)  avoid the use of data warehouses. 
D)  efficiently transform the huge amount of data into useful information. 
E)  match buying queries to relevant outputs.

Question 14

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 a closed-end question that might have been asked?

Accepted Answer

A)  Why would you want to shop at a store that carries plus-size clothing? 
B)  In what ways might you be uncomfortable shopping at a plus-size-only retailer? 
C)  Would you be interested in buying the Torrid merchandise on the Internet? ___ Yes ___ No 
D)  What type of person would shop at Torrid? 
E)  What is your age? Please write the number in the space: __________ 
A)  Why would you want to shop at a store that carries plus-size clothing? 
B)  In what ways might you be uncomfortable shopping at a plus-size-only retailer? 
C)  Would you be interested in buying the Torrid merchandise on the Internet? ___ Yes ___ No 
D)  What type of person would shop at Torrid? 
E)  What is your age? Please write the number in the space: __________

Question 15

Questionnaire data are

Accepted Answer

A)  the facts and figures obtained by observing people's attitudes, awareness, intentions, and behaviors. 
B)  the facts and figures obtained by analyzing people's brain waves as consumers complete surveys about their geodemographics, ethnographics, and behaviors. 
C)  psychographic data obtained by asking people unbiased questions about their age, occupation, and income. 
D)  the facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors. 
E)  any type of information about a consumer obtained through nontechnological methods. 
A)  the facts and figures obtained by observing people's attitudes, awareness, intentions, and behaviors. 
B)  the facts and figures obtained by analyzing people's brain waves as consumers complete surveys about their geodemographics, ethnographics, and behaviors. 
C)  psychographic data obtained by asking people unbiased questions about their age, occupation, and income. 
D)  the facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors. 
E)  any type of information about a consumer obtained through nontechnological methods.

Question 16

In conducting marketing research on Facebook, Carmex is considering using a marketing metric that measures how active its Facebook audience is with Carmex, such as when consumers post a comment on the Carmex wall or reply to one of the Carmex posts. This metric is called Carmex

Accepted Answer

A)  sentiment. 
B)  share of voice. 
C)  engagement. 
D)  conversation velocity. 
E)  likes. 
A)  sentiment. 
B)  share of voice. 
C)  engagement. 
D)  conversation velocity. 
E)  likes.

Question 17

________ question allows respondents to express opinions, ideas, or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.

Accepted Answer

A)  A dichotomous 
B)  An open-ended 
C)  A closed-end 
D)  A fixed-alternative 
E)  A semantic differential 
A)  A dichotomous 
B)  An open-ended 
C)  A closed-end 
D)  A fixed-alternative 
E)  A semantic differential

Question 18

The practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products, is called ________ hunting.

Accepted Answer

A)  trend 
B)  fad 
C)  fashion 
D)  cult 
E)  affinity 
A)  trend 
B)  fad 
C)  fashion 
D)  cult 
E)  affinity

Question 19

A collection of databases, or ________, is where a firm's marketing data are stored.

Accepted Answer

A)  data vault 
B)  data depot 
C)  data warehouse 
D)  data storehouse 
E)  data repository 
A)  data vault 
B)  data depot 
C)  data warehouse 
D)  data storehouse 
E)  data repository

Question 20

The two main types of data are

Accepted Answer

A)  independent and dependent. 
B)  primary and secondary. 
C)  comprehension and case specific. 
D)  extraneous and experimental. 
E)  measurable and non-measurable. 
A)  independent and dependent. 
B)  primary and secondary. 
C)  comprehension and case specific. 
D)  extraneous and experimental. 
E)  measurable and non-measurable.

Exam 8: Marketing Research: From Customer Insights to Actions

Sampling and statistical inference are special ________, which are vital in marketing research to solve all or part of a problem.

Frito-Lay substituted ________ for its usual focus groups to allow consumers to weigh in on which new flavors of Lay's potato chips would be introduced.

A decision refers to

Generally, filmmakers want movie titles that are short, memorable, appealing to consumers, and without legal restrictions. These are titles that

The principal ways to collect new or primary data for a marketing study are by watching people and by asking them questions. Give two examples of each method.

What is neuromarketing? What does it do? Why is it important to marketers?

The facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors are

The U.S. Census Bureau publishes the Economic Census, which is conducted every five years and contains detailed information on the number and sales of U.S. establishments that produce goods or services. When businesses use information from this publication, it is considered ________ data.

Figure 8-4 -Consider Figure 8-4 above, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 6 illustrates which type of question format?

In marketing, a conscious choice made from among two or more alternatives is a

One objective in the marketing research Jeff Gerst, who manages the Carmex social media properties, undertook using Facebook involved

The challenge facing today's marketing researchers and data scientists is not data collection or even storage but how to

Questionnaire data are

In conducting marketing research on Facebook, Carmex is considering using a marketing metric that measures how active its Facebook audience is with Carmex, such as when consumers post a comment on the Carmex wall or reply to one of the Carmex posts. This metric is called Carmex

________ question allows respondents to express opinions, ideas, or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.

The practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products, is called ________ hunting.

A collection of databases, or ________, is where a firm's marketing data are stored.

The two main types of data are

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multi-Channel Marketing

Pulling It All Together: the Strategic Marketing Proces

Building an Effective Marketing Plan

Financial Aspects of Marketing

Filters