Question 1

Considering the five-step marketing research approach leading to marketing actions, the feedback loop

Accepted Answer

A)  is useful only to help a researcher better define the problem next time. 
B)  is used to develop the research plan. 
C)  is a form of primary research. 
D)  is used to develop findings. 
E)  consists of lessons learned that can improve each of the steps. 
A)  is useful only to help a researcher better define the problem next time. 
B)  is used to develop the research plan. 
C)  is a form of primary research. 
D)  is used to develop findings. 
E)  consists of lessons learned that can improve each of the steps.

Question 2

All of these are sources of primary data except which?

Accepted Answer

A)  government publications 
B)  observational data 
C)  experiments 
D)  social media 
E)  panels 
A)  government publications 
B)  observational data 
C)  experiments 
D)  social media 
E)  panels

Question 3

A direct forecast involves estimating the value to be forecast and

Accepted Answer

A)  making decisions without any intervening steps. 
B)  halving the highest values and doubling the lowest values to determine an acceptable forecast range. 
C)  selecting the alternative that holds the greatest consensus within the management team. 
D)  then conducting a sensitivity analysis to determine price elasticity. 
E)  selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts are incorrect. 
A)  making decisions without any intervening steps. 
B)  halving the highest values and doubling the lowest values to determine an acceptable forecast range. 
C)  selecting the alternative that holds the greatest consensus within the management team. 
D)  then conducting a sensitivity analysis to determine price elasticity. 
E)  selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts are incorrect.

Question 4

Several market research companies pay households and businesses to record all their purchases using a paper or electronic diary, which allows for an economical way to collect consistent data over time. These data are referred to as

Accepted Answer

A)  sponsored data. 
B)  data reciprocity. 
C)  method sampling. 
D)  syndicated panel data. 
E)  data journaling. 
A)  sponsored data. 
B)  data reciprocity. 
C)  method sampling. 
D)  syndicated panel data. 
E)  data journaling.

Question 5

What type of marketing uses brain scanning to analyze the buying processes of research participants?

Accepted Answer

A)  subliminal marketing 
B)  permission marketing 
C)  psychographic marketing 
D)  optimization marketing 
E)  neuromarketing 
A)  subliminal marketing 
B)  permission marketing 
C)  psychographic marketing 
D)  optimization marketing 
E)  neuromarketing

Question 6

The first step of the marketing research approach is to

Accepted Answer

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

Question 7

A fixed-alternative question requires respondents to select one or more response options from the set of predetermined choices. Another name for this kind of question is

Accepted Answer

A)  a dichotomous question. 
B)  an open-ended question. 
C)  an attitudinal question. 
D)  a closed-end question. 
E)  a semantic differential question. 
A)  a dichotomous question. 
B)  an open-ended question. 
C)  an attitudinal question. 
D)  a closed-end question. 
E)  a semantic differential question.

Question 8

Considering the two main types of data, if facts and figures are newly collected for a project, which type of data is being collected?

Accepted Answer

A)  immediate data 
B)  internal data 
C)  external data 
D)  primary data 
E)  secondary data 
A)  immediate data 
B)  internal data 
C)  external data 
D)  primary data 
E)  secondary data

Question 9

A cross tabulation refers to

Accepted Answer

A)  the selection of a group of people, asking them questions, and treating their answers as typical of all those in whom they represent. 
B)  a method of presenting and analyzing data involving two or more variables to discover relationships in the data. 
C)  the extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions. 
D)  "what if" questions that determine how hypothetical changes in marketing mix drivers influence the buying decisions of a household. 
E)  the operation of computer networks that can store and process data. 
A)  the selection of a group of people, asking them questions, and treating their answers as typical of all those in whom they represent. 
B)  a method of presenting and analyzing data involving two or more variables to discover relationships in the data. 
C)  the extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions. 
D)  "what if" questions that determine how hypothetical changes in marketing mix drivers influence the buying decisions of a household. 
E)  the operation of computer networks that can store and process data.

Question 10

As marketing vice president of Health Care Services, Inc., you must test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory. Which experiment will do this best?

Accepted Answer

A)  Create an incentive program for your salesforce based upon individual performance. Use increases in customer satisfaction as your dependent variable and increases in sales performance as your independent variable. 
B)  Select three degrees of service health care (poor, good, average) as your independent variable and measure customer responses for each grade using the same number of sales representatives in each territory as your dependent variable. 
C)  Create an incentive program for your salesforce based upon individual performance. Use increases in customer satisfaction as your independent variable and increases in sales performance as your dependent variable. 
D)  Use a different number of salespeople in three different sales territories as your independent variable and changes in sales of health care services as the dependent variable. 
E)  Create an incentive program for your salesforce based upon team performance. Use increases in customer satisfaction as your independent variable and increases in sales performance for the team as your dependent variable. 
A)  Create an incentive program for your salesforce based upon individual performance. Use increases in customer satisfaction as your dependent variable and increases in sales performance as your independent variable. 
B)  Select three degrees of service health care (poor, good, average) as your independent variable and measure customer responses for each grade using the same number of sales representatives in each territory as your dependent variable. 
C)  Create an incentive program for your salesforce based upon individual performance. Use increases in customer satisfaction as your independent variable and increases in sales performance as your dependent variable. 
D)  Use a different number of salespeople in three different sales territories as your independent variable and changes in sales of health care services as the dependent variable. 
E)  Create an incentive program for your salesforce based upon team performance. Use increases in customer satisfaction as your independent variable and increases in sales performance for the team as your dependent variable.

Question 11

A picture or verbal description of a product or service a firm might offer for sale is referred to as

Accepted Answer

A)  a constraint. 
B)  an exemplar. 
C)  a new-product concept. 
D)  a test offering. 
E)  a protocol. 
A)  a constraint. 
B)  an exemplar. 
C)  a new-product concept. 
D)  a test offering. 
E)  a protocol.

Question 12

Figure 8-4
-Consider Figure 8-4,  which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 3 illustrates which type of question format?

Accepted Answer

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

Question 13

A potential difficulty with experiments such as test markets is that outside factors, such as the actions of competitors, can distort the results by affecting ________, such as sales.

Accepted Answer

A)  independent variables 
B)  marketing drivers 
C)  dependent variables 
D)  causality variables 
E)  probability variables 
A)  independent variables 
B)  marketing drivers 
C)  dependent variables 
D)  causality variables 
E)  probability variables

Question 14

The primary purpose of a "sneak preview" of a film before its release is to

Accepted Answer

A)  rate the performances of the individual actors and actresses for possible Oscar nominations. 
B)  rate the work of the director and producer for possible Oscar nominations. 
C)  evaluate the effectiveness of product placements within the film. 
D)  compare the final film to the original screenplay. 
E)  identify necessary changes before final editing. 
A)  rate the performances of the individual actors and actresses for possible Oscar nominations. 
B)  rate the work of the director and producer for possible Oscar nominations. 
C)  evaluate the effectiveness of product placements within the film. 
D)  compare the final film to the original screenplay. 
E)  identify necessary changes before final editing.

Question 15

The U.S. Census Bureau publishes the ________, which is conducted every five years and contains detailed information on the number and sales of U.S. establishments that produce goods or services.

Accepted Answer

A)  Annual Retail Trade Survey 
B)  Annual Survey of Manufacturers 
C)  Economic Census 
D)  Annual Wholesale Trade Survey 
E)  North American Industry Classification Survey 
A)  Annual Retail Trade Survey 
B)  Annual Survey of Manufacturers 
C)  Economic Census 
D)  Annual Wholesale Trade Survey 
E)  North American Industry Classification Survey

Question 16

"Do you eat at fast-food restaurants regularly? Yes or No" is worded poorly because the word "regularly" makes it ________ question.

Accepted Answer

A)  a judgmental 
B)  an ambiguous 
C)  two questions in one 
D)  a leading 
E)  a nonmutually exclusive 
A)  a judgmental 
B)  an ambiguous 
C)  two questions in one 
D)  a leading 
E)  a nonmutually exclusive

Question 17

In marketing research, ________ involves generalizing the results from the sample to much larger groups of distributors, customers, or prospects to help decide on marketing actions.

Accepted Answer

A)  nonprobability sampling 
B)  probability sampling 
C)  extrapolation 
D)  statistical inference 
E)  criteria sampling 
A)  nonprobability sampling 
B)  probability sampling 
C)  extrapolation 
D)  statistical inference 
E)  criteria sampling

Question 18

Watch was a teen publication given out free to high school students, but the publication was unable to deliver the response rates to coupons or sample offers that its advertisers expected. Marketing researchers for its publisher developed a research plan, gathered information from teen focus groups, analyzed the findings, and recommended replacing Watch magazine with Fuel for boys and Verve for girls. Producing gender-specific magazines would be considered which step in the marketing research approach?

Accepted Answer

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

Question 19

Marketing information consists of secondary and primary data. Define each of these types of marketing information. Give examples for secondary and primary data.

Accepted Answer

Data, the facts and figures related to t

Question 20

The process of selecting elements from a population, collecting data from them, and using it as representative of all those a researcher is interested in is referred to as

Accepted Answer

A)  hypothesis generation. 
B)  sampling. 
C)  information gathering. 
D)  statistical inference. 
E)  probability extrapolation. 
A)  hypothesis generation. 
B)  sampling. 
C)  information gathering. 
D)  statistical inference. 
E)  probability extrapolation.

Exam 8: Marketing Research: From Customer Insights to Actions

Considering the five-step marketing research approach leading to marketing actions, the feedback loop

All of these are sources of primary data except which?

A direct forecast involves estimating the value to be forecast and

Several market research companies pay households and businesses to record all their purchases using a paper or electronic diary, which allows for an economical way to collect consistent data over time. These data are referred to as

What type of marketing uses brain scanning to analyze the buying processes of research participants?

The first step of the marketing research approach is to

A fixed-alternative question requires respondents to select one or more response options from the set of predetermined choices. Another name for this kind of question is

Considering the two main types of data, if facts and figures are newly collected for a project, which type of data is being collected?

A cross tabulation refers to

As marketing vice president of Health Care Services, Inc., you must test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory. Which experiment will do this best?

A picture or verbal description of a product or service a firm might offer for sale is referred to as

Figure 8-4 -Consider Figure 8-4, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 3 illustrates which type of question format?

A potential difficulty with experiments such as test markets is that outside factors, such as the actions of competitors, can distort the results by affecting ________, such as sales.

The primary purpose of a "sneak preview" of a film before its release is to

The U.S. Census Bureau publishes the ________, which is conducted every five years and contains detailed information on the number and sales of U.S. establishments that produce goods or services.

"Do you eat at fast-food restaurants regularly? Yes or No" is worded poorly because the word "regularly" makes it ________ question.

In marketing research, ________ involves generalizing the results from the sample to much larger groups of distributors, customers, or prospects to help decide on marketing actions.

Marketing information consists of secondary and primary data. Define each of these types of marketing information. Give examples for secondary and primary data.

The process of selecting elements from a population, collecting data from them, and using it as representative of all those a researcher is interested in is referred to as

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