Question 1

Even though primary data can be especially valuable to an individual firm, secondary data are often used because

Accepted Answer

A)  secondary data are much more up-to-date and tailored to a specific firm or industry. 
B)  secondary data, although far more expensive, are also much more reliable. 
C)  primary data are usually more costly and time-consuming to collect. 
D)  primary data can be accessed by virtually anyone so the information generated loses much of its value. 
E)  primary data are less fact and figure based; they are more subjective and therefore more vulnerable to misinterpretation. 
A)  secondary data are much more up-to-date and tailored to a specific firm or industry. 
B)  secondary data, although far more expensive, are also much more reliable. 
C)  primary data are usually more costly and time-consuming to collect. 
D)  primary data can be accessed by virtually anyone so the information generated loses much of its value. 
E)  primary data are less fact and figure based; they are more subjective and therefore more vulnerable to misinterpretation.

Question 2

Specifying constraints, identifying data needed for marketing actions, and determining how to collect data would take place during which step of the five-step marketing research approach?

Accepted Answer

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

Question 3

Briefly explain what a marketing experiment is. Include the definitions of dependent and independent variables and give examples of each.

Accepted Answer

An experiment involves obtaining data by

Question 4

"Why do you smoke cigarettes?" followed by a blank like for a response is an example of which type of question?

Accepted Answer

A)  Likert scale 
B)  fixed-alternative 
C)  dichotomous 
D)  open-ended 
E)  semantic differential 
A)  Likert scale 
B)  fixed-alternative 
C)  dichotomous 
D)  open-ended 
E)  semantic differential

Question 5

An advantage of using a panel of consumers for marketing research is

Accepted Answer

A)  the discussion leader can help change negative panel responses into positive ones. 
B)  the company can find out if consumers change their purchasing behavior over time. 
C)  panel members often help each other by bringing up ideas for discussion that others didn't initially think of but that were important to them. 
D)  there will usually be one panel member who dominates the discussion and helps keep the conversation focused. 
E)  panel members are highly defined demographically, so it is relatively simple to replace an individual member without losing continuity. 
A)  the discussion leader can help change negative panel responses into positive ones. 
B)  the company can find out if consumers change their purchasing behavior over time. 
C)  panel members often help each other by bringing up ideas for discussion that others didn't initially think of but that were important to them. 
D)  there will usually be one panel member who dominates the discussion and helps keep the conversation focused. 
E)  panel members are highly defined demographically, so it is relatively simple to replace an individual member without losing continuity.

Question 6

Primary data are

Accepted Answer

A)  facts and figures that are newly collected for a project at hand. 
B)  facts and figures that have already been recorded before the project at hand. 
C)  facts and figures obtained by watching people mechanically rather than in person. 
D)  facts and figures obtained by asking people questions through the use of information technology. 
E)  conclusions developed from information obtained from a representative sample of a population. 
A)  facts and figures that are newly collected for a project at hand. 
B)  facts and figures that have already been recorded before the project at hand. 
C)  facts and figures obtained by watching people mechanically rather than in person. 
D)  facts and figures obtained by asking people questions through the use of information technology. 
E)  conclusions developed from information obtained from a representative sample of a population.

Question 7

The National Health Interview Survey is conducted annually by the Centers for Disease Control and Prevention. By examining information gathered from a national sample of 600 respondents throughout the United States, it was able to announce that 11.3 percent of all Americans adults under age 65 lacked health insurance. To make this statement, the Centers for Disease Control and Prevention used

Accepted Answer

A)  focus groups. 
B)  causal research. 
C)  internal secondary data. 
D)  statistical inference. 
E)  interpolation. 
A)  focus groups. 
B)  causal research. 
C)  internal secondary data. 
D)  statistical inference. 
E)  interpolation.

Even though primary data can be especially valuable to an individual firm, secondary data are often used because

Specifying constraints, identifying data needed for marketing actions, and determining how to collect data would take place during which step of the five-step marketing research approach?

Briefly explain what a marketing experiment is. Include the definitions of dependent and independent variables and give examples of each.

"Why do you smoke cigarettes?" followed by a blank like for a response is an example of which type of question?

An advantage of using a panel of consumers for marketing research is

Primary 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

Exam 8: Marketing Research: From Customer Insights to Actions

Even though primary data can be especially valuable to an individual firm, secondary data are often used because

Specifying constraints, identifying data needed for marketing actions, and determining how to collect data would take place during which step of the five-step marketing research approach?

Briefly explain what a marketing experiment is. Include the definitions of dependent and independent variables and give examples of each.

"Why do you smoke cigarettes?" followed by a blank like for a response is an example of which type of question?

An advantage of using a panel of consumers for marketing research is

Primary 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