Question 1

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

Question 2

Mall intercept interviews refer to

Accepted Answer

A)  impersonal data collection methods in strip shopping malls. 
B)  telephone interviews with consumers about their shopping center habits. 
C)  scientifically selected individuals from the local community who agree to participate in a research study and are directed to meet at a specific shopping center for the interviews. 
D)  focus groups located in major shopping centers. 
E)  personal interviews of consumers visiting shopping centers. 
A)  impersonal data collection methods in strip shopping malls. 
B)  telephone interviews with consumers about their shopping center habits. 
C)  scientifically selected individuals from the local community who agree to participate in a research study and are directed to meet at a specific shopping center for the interviews. 
D)  focus groups located in major shopping centers. 
E)  personal interviews of consumers visiting shopping centers.

Question 3

Measures of success are

Accepted Answer

A)  the goals the decision maker seeks to achieve in solving a problem. 
B)  criteria or standards used in evaluating proposed solutions to a problem. 
C)  identification of acceptable alternatives for collecting data to solve a problem. 
D)  objective data used to identify the most profitable solution to a marketing problem. 
E)  subjective data used to identify the most profitable solution to a marketing problem. 
A)  the goals the decision maker seeks to achieve in solving a problem. 
B)  criteria or standards used in evaluating proposed solutions to a problem. 
C)  identification of acceptable alternatives for collecting data to solve a problem. 
D)  objective data used to identify the most profitable solution to a marketing problem. 
E)  subjective data used to identify the most profitable solution to a marketing problem.

Question 4

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 evaluation 
A)  idea generation 
B)  new-product concept testing 
C)  data mining 
D)  data analysis 
E)  idea evaluation

Question 5

Research objectives are

Accepted Answer

A)  conjectures regarding marketing outcomes. 
B)  general research guidelines. 
C)  solutions to be evaluated. 
D)  specific and measurable. 
E)  research dashboards. 
A)  conjectures regarding marketing outcomes. 
B)  general research guidelines. 
C)  solutions to be evaluated. 
D)  specific and measurable. 
E)  research dashboards.

Question 6

Information technology refers to

Accepted Answer

A)  any information derived from a nonpersonal source. 
B)  all of the computing resources that collect, store, and analyze data. 
C)  any hardware used in collecting information to be used in market research such as scanners, telephones, voting machines, etc. 
D)  any activity that uses some form of electronic communication in the inventory, exchange, advertisement, distribution, and payment of goods and services. 
E)  the inventions or innovations from applied science or engineering research. 
A)  any information derived from a nonpersonal source. 
B)  all of the computing resources that collect, store, and analyze data. 
C)  any hardware used in collecting information to be used in market research such as scanners, telephones, voting machines, etc. 
D)  any activity that uses some form of electronic communication in the inventory, exchange, advertisement, distribution, and payment of goods and services. 
E)  the inventions or innovations from applied science or engineering research.

Question 7

Data mining refers to

Accepted Answer

A)  any form of electronically generated market research. 
B)  the extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions. 
C)  a branch of marketing specializing in obtaining both objective and subjective data to be used by other companies or organizations. 
D)  obtaining information about a competitor and its products for use by one's own firm. 
E)  the use of information derived solely from unsolicited sources such as customer complaints or complements. 
A)  any form of electronically generated market research. 
B)  the extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions. 
C)  a branch of marketing specializing in obtaining both objective and subjective data to be used by other companies or organizations. 
D)  obtaining information about a competitor and its products for use by one's own firm. 
E)  the use of information derived solely from unsolicited sources such as customer complaints or complements.

Question 8

Figure 8-2
-Figure 8-2 above shows that primary data may be divided into three related parts. If D represents data obtained by asking people about their attitudes, awareness, intentions, and behaviors using individual interviews, focus groups, or online surveys, which type of data is D?

Accepted Answer

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

Question 9

McDonald's tested its delivery service in three Florida cities to assess consumer interest before deciding to expand to 20,000 of its restaurants. Which type of experiment was conducted here?

Accepted Answer

A)  micro market 
B)  trial market 
C)  experimental market 
D)  simulated market 
E)  test market 
A)  micro market 
B)  trial market 
C)  experimental market 
D)  simulated market 
E)  test market

Question 10

Set during the marketing research process, ________ are specific, measurable goals the decision maker seeks to achieve in conducting the marketing research.

Accepted Answer

A)  measures of success 
B)  research constraints 
C)  marketing research plans 
D)  hypothetical scenarios 
E)  research objectives 
A)  measures of success 
B)  research constraints 
C)  marketing research plans 
D)  hypothetical scenarios 
E)  research objectives

Question 11

There are three key elements when developing the research plan. One of these is

Accepted Answer

A)  specify measures of success. 
B)  set the research objectives. 
C)  determine how to report the findings. 
D)  evaluate previous research results. 
E)  determine how to collect the data. 
A)  specify measures of success. 
B)  set the research objectives. 
C)  determine how to report the findings. 
D)  evaluate previous research results. 
E)  determine how to collect the data.

Question 12

Which of the following statements concerning ethnographic research is most accurate?

Accepted Answer

A)  Ethnographic research was specifically designed to use in global markets to help marketers understand cultural diversity and ethnocentrism. 
B)  Ethnographic research employs the use of genealogical data to track purchase behaviors through family lines. 
C)  Ethnographic research relies on physiological responses such as heart rate, breathing rate, and stress levels to obtain objective data. 
D)  Ethnographic research uses trained researchers to discover subtle behavioral and emotional reactions as consumers encounter products in their "natural use environment." 
E)  Ethnographic researchers use videotapes to eliminate miscues of subtle emotional reactions that can skew market research results. 
A)  Ethnographic research was specifically designed to use in global markets to help marketers understand cultural diversity and ethnocentrism. 
B)  Ethnographic research employs the use of genealogical data to track purchase behaviors through family lines. 
C)  Ethnographic research relies on physiological responses such as heart rate, breathing rate, and stress levels to obtain objective data. 
D)  Ethnographic research uses trained researchers to discover subtle behavioral and emotional reactions as consumers encounter products in their "natural use environment." 
E)  Ethnographic researchers use videotapes to eliminate miscues of subtle emotional reactions that can skew market research results.

Question 13

What marketing metric determines whether a TV program such as NCIS remains on the CBS broadcast TV network?

Accepted Answer

A)  appeal 
B)  cost per ad 
C)  rating 
D)  poll 
E)  frequency 
A)  appeal 
B)  cost per ad 
C)  rating 
D)  poll 
E)  frequency

Question 14

Movie studios use tracking studies in which prospective moviegoers are asked questions about an upcoming film release to help them forecast sales. This is an example of

Accepted Answer

A)  movie advertising. 
B)  marketing research. 
C)  tactical support. 
D)  cross-movie research. 
E)  movie audits. 
A)  movie advertising. 
B)  marketing research. 
C)  tactical support. 
D)  cross-movie research. 
E)  movie audits.

Question 15

Grape-Nuts was one of the first cereals Post Cereal Co. ever marketed. It scores well in brand awareness studies, but recently its sales have been declining. Rather than assume the product was a "dog," the Grape-Nuts marketing manager decided Post should first

Accepted Answer

A)  update the flavor of the cereal by making it slightly sweeter. 
B)  increase the amount spent on advertising and sales promotion. 
C)  do marketing research to identify what needs were not being satisfied. 
D)  hire additional salespeople who were younger and more assertive to contact grocery stores. 
E)  realign Grape-Nuts as a "star" and increase production. 
A)  update the flavor of the cereal by making it slightly sweeter. 
B)  increase the amount spent on advertising and sales promotion. 
C)  do marketing research to identify what needs were not being satisfied. 
D)  hire additional salespeople who were younger and more assertive to contact grocery stores. 
E)  realign Grape-Nuts as a "star" and increase production.

Question 16

Effective decision makers rely on criteria or standards known as ________ that are used in evaluating proposed solutions to a problem.

Accepted Answer

A)  marketing dashboards 
B)  descriptive research 
C)  constraints 
D)  problem definitions 
E)  measures of success 
A)  marketing dashboards 
B)  descriptive research 
C)  constraints 
D)  problem definitions 
E)  measures of success

Question 17

Lost-horse forecasting involves

Accepted Answer

A)  admitting that the actions you have taken in the past have failed and removing those and similar actions from your list of alternatives. 
B)  starting with the last known value of the item being forecast, listing the factors that could affect the forecast, assessing whether they have a positive or negative impact, and making the final forecast. 
C)  making decisions without any intervening steps. 
D)  following a prescribed set of "directives" established before the research was even begun. 
E)  selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect. 
A)  admitting that the actions you have taken in the past have failed and removing those and similar actions from your list of alternatives. 
B)  starting with the last known value of the item being forecast, listing the factors that could affect the forecast, assessing whether they have a positive or negative impact, and making the final forecast. 
C)  making decisions without any intervening steps. 
D)  following a prescribed set of "directives" established before the research was even begun. 
E)  selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect.

Question 18

The fourth of five steps in the marketing research approach is to

Accepted Answer

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

Question 19

A general rule of thumb among marketing researchers is to use ________ first and then collect

Accepted Answer

A)  external secondary data; internal primary data. 
B)  internal primary data; external primary data. 
C)  primary data; secondary data. 
D)  secondary data; primary data. 
E)  questionnaire data; observational data. 
A)  external secondary data; internal primary data. 
B)  internal primary data; external primary data. 
C)  primary data; secondary data. 
D)  secondary data; primary data. 
E)  questionnaire data; observational data.

Question 20

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to deal with claims. Prior to introducing its product into new markets, 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. 
A)  a dependent variable. 
B)  an obstruction. 
C)  an objective. 
D)  a constraint. 
E)  an independent variable.

Exam 8: Marketing Research: From Customer Insights to Actions

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

Mall intercept interviews refer to

Measures of success are

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

Research objectives are

Information technology refers to

Data mining refers to

Figure 8-2 -Figure 8-2 above shows that primary data may be divided into three related parts. If D represents data obtained by asking people about their attitudes, awareness, intentions, and behaviors using individual interviews, focus groups, or online surveys, which type of data is D?

McDonald's tested its delivery service in three Florida cities to assess consumer interest before deciding to expand to 20,000 of its restaurants. Which type of experiment was conducted here?

Set during the marketing research process, ________ are specific, measurable goals the decision maker seeks to achieve in conducting the marketing research.

There are three key elements when developing the research plan. One of these is

Which of the following statements concerning ethnographic research is most accurate?

What marketing metric determines whether a TV program such as NCIS remains on the CBS broadcast TV network?

Movie studios use tracking studies in which prospective moviegoers are asked questions about an upcoming film release to help them forecast sales. This is an example of

Grape-Nuts was one of the first cereals Post Cereal Co. ever marketed. It scores well in brand awareness studies, but recently its sales have been declining. Rather than assume the product was a "dog," the Grape-Nuts marketing manager decided Post should first

Effective decision makers rely on criteria or standards known as ________ that are used in evaluating proposed solutions to a problem.

Lost-horse forecasting involves

The fourth of five steps in the marketing research approach is to

A general rule of thumb among marketing researchers is to use ________ first and then collect

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