Question 1

________ question requires respondents to select one or more response options from a set of predetermined choices.

Accepted Answer

A)  A depth interview 
B)  An open-ended 
C)  A fixed-alternative 
D)  An attitudinal 
E)  A semantic differential 
A)  A depth interview 
B)  An open-ended 
C)  A fixed-alternative 
D)  An attitudinal 
E)  A semantic differential

Question 2

List the elements of an information technology system used to help answer marketing questions.

Accepted Answer

An information technology system used to

Question 3

Likert and semantic differential are two forms of fixed-alternative questions that have three or more choices and use

Accepted Answer

A)  a frequency distribution. 
B)  a scale. 
C)  a measure of success. 
D)  an open-ended question. 
E)  a constraint. 
A)  a frequency distribution. 
B)  a scale. 
C)  a measure of success. 
D)  an open-ended question. 
E)  a constraint.

Question 4

Data obtained by manipulating factors under tightly controlled conditions to test cause and effect is an example of

Accepted Answer

A)  questionnaire data. 
B)  virtual modeling. 
C)  an experiment. 
D)  a panel. 
E)  nonprobability sampling. 
A)  questionnaire data. 
B)  virtual modeling. 
C)  an experiment. 
D)  a panel. 
E)  nonprobability sampling.

Question 5

If a researcher is concerned that data may be out of date or the parameters may not entirely suit the project, which type of data is this likely to be?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 data 
A)  questionnaire data 
B)  mined data 
C)  secondary data 
D)  patented data 
E)  observational data

Question 6

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

Question 7

Data are the

Accepted Answer

A)  subjective psychographic feelings collected by an organization upon which it bases subsequent marketing actions. 
B)  objective demographic characteristics collected by an organization upon which it bases subsequent marketing actions. 
C)  facts and figures related to the problem that are divided into two main parts: secondary data and primary data. 
D)  information collected by a source other than the company itself used to determine the best possible solution to a marketing problem. 
E)  facts and figures related to the problem that are only available for purchase from the federal government. 
A)  subjective psychographic feelings collected by an organization upon which it bases subsequent marketing actions. 
B)  objective demographic characteristics collected by an organization upon which it bases subsequent marketing actions. 
C)  facts and figures related to the problem that are divided into two main parts: secondary data and primary data. 
D)  information collected by a source other than the company itself used to determine the best possible solution to a marketing problem. 
E)  facts and figures related to the problem that are only available for purchase from the federal government.

Question 8

Figure 8-5
-Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does E represent?

Accepted Answer

A)  external data sources 
B)  results 
C)  data warehouse 
D)  internal data sources 
E)  buying queries 
A)  external data sources 
B)  results 
C)  data warehouse 
D)  internal data sources 
E)  buying queries

Question 9

What is the basic difference between primary and secondary data, and what are the advantages and disadvantages of each?

Accepted Answer

Secondary data are facts and figures tha

Question 10

When conducting marketing experiments, the independent variable often involves marketing mix elements such as product features or coupons, while dependent variables often include

Accepted Answer

A)  elements of the environmental forces that cannot be controlled. 
B)  changes in channels of distribution or pricing. 
C)  elements of the marketing mix that cannot be manipulated. 
D)  the primary experimental hypothesis. 
E)  changes in purchases such as dollar or unit sales of individuals or organizations. 
A)  elements of the environmental forces that cannot be controlled. 
B)  changes in channels of distribution or pricing. 
C)  elements of the marketing mix that cannot be manipulated. 
D)  the primary experimental hypothesis. 
E)  changes in purchases such as dollar or unit sales of individuals or organizations.

Question 11

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. Which of the following statements most likely explains why Question 9 was included in the questionnaire?

Accepted Answer

A)  Wendy's wanted to know if children eat at its restaurants. 
B)  Wendy's wanted to know why people have children under age 18 living at home. 
C)  Wendy's can use these personal and household demographic characteristics to segment the fast-food market. 
D)  Wendy's wants to know how much people earn so it knows whether it should take credit cards for purchases. 
E)  Wendy's wanted to send these respondents coupons for the products that would appeal to them most. 
A)  Wendy's wanted to know if children eat at its restaurants. 
B)  Wendy's wanted to know why people have children under age 18 living at home. 
C)  Wendy's can use these personal and household demographic characteristics to segment the fast-food market. 
D)  Wendy's wants to know how much people earn so it knows whether it should take credit cards for purchases. 
E)  Wendy's wanted to send these respondents coupons for the products that would appeal to them most.

Question 12

Figure 8-5
-Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does B represent?

Accepted Answer

A)  external data sources 
B)  results 
C)  data warehouse 
D)  internal data sources 
E)  buying queries 
A)  external data sources 
B)  results 
C)  data warehouse 
D)  internal data sources 
E)  buying queries

Question 13

Marketing researchers use tracking studies immediately before an upcoming film's release to

Accepted Answer

A)  identify any factual errors or inconsistencies in the story line. 
B)  nominate specific actors or actresses for industry awards. 
C)  forecast a movie's opening weekend box office revenues. 
D)  select the best geographical location for the movie's premiere. 
E)  make changes to the movie's release based upon professional critics' reviews. 
A)  identify any factual errors or inconsistencies in the story line. 
B)  nominate specific actors or actresses for industry awards. 
C)  forecast a movie's opening weekend box office revenues. 
D)  select the best geographical location for the movie's premiere. 
E)  make changes to the movie's release based upon professional critics' reviews.

Question 14

The last step of the marketing research approach is to

Accepted Answer

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

Question 15

Which of the following statements concerning personal observation is most accurate?

Accepted Answer

A)  Personal observation is more accurate than forms of research because the observer/analyst is able to pick up on motivations for behavior often missed by other data collection methods. 
B)  Personal observation is especially suited for small businesses that need the research data but cannot afford more expensive data collection methods. 
C)  Personal observation is very effective since it can reveal not only what people do, but also effectively determine why they do it. 
D)  Personal observation is both useful and flexible, but has reliability issues if different observers watching the same event report different results. 
E)  With personal observation, different observers nearly always report the same conclusions when watching the same event, such as people brushing their teeth. 
A)  Personal observation is more accurate than forms of research because the observer/analyst is able to pick up on motivations for behavior often missed by other data collection methods. 
B)  Personal observation is especially suited for small businesses that need the research data but cannot afford more expensive data collection methods. 
C)  Personal observation is very effective since it can reveal not only what people do, but also effectively determine why they do it. 
D)  Personal observation is both useful and flexible, but has reliability issues if different observers watching the same event report different results. 
E)  With personal observation, different observers nearly always report the same conclusions when watching the same event, such as people brushing their teeth.

Question 16

The foundation of all research using questionnaires is developing ________ that get clear, unambiguous answers from respondents.

Accepted Answer

A)  precise questions 
B)  effective research protocols 
C)  online surveys 
D)  observational interventions 
E)  synergistic techniques 
A)  precise questions 
B)  effective research protocols 
C)  online surveys 
D)  observational interventions 
E)  synergistic techniques

Question 17

After a bankruptcy, SwissAir was able to regroup and wanted to resume flying if it could regain at least 75 percent of its lost customers. It allocated $50,000 to determine the likelihood that its former customers would fly with the airline again and find methods requiring little or no money that could be used to increase that probability. This represents which step in the marketing research approach?

Accepted Answer

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

Question 18

What are the five steps in the marketing research approach?

Accepted Answer

The five-step marketing research approac

Question 19

In a marketing decision, constraints are

Accepted Answer

A)  the external factors affecting the number of people who can work on a solution to a problem. 
B)  the number of possible alternatives in a company's solution set. 
C)  the restrictions placed on potential solutions to a problem. 
D)  the internal factors affecting whether to select one alternative over another. 
E)  the internal factors that determine who in the organization selects the best problem to fit the hypothetical solution. 
A)  the external factors affecting the number of people who can work on a solution to a problem. 
B)  the number of possible alternatives in a company's solution set. 
C)  the restrictions placed on potential solutions to a problem. 
D)  the internal factors affecting whether to select one alternative over another. 
E)  the internal factors that determine who in the organization selects the best problem to fit the hypothetical solution.

Question 20

A marketing research approach that uses a discussion leader to interview 6 to 10 past, present, or prospective customers simultaneously is

Accepted Answer

A)  a depth interview. 
B)  data mining. 
C)  a research team. 
D)  a focused interview. 
E)  a focus group. 
A)  a depth interview. 
B)  data mining. 
C)  a research team. 
D)  a focused interview. 
E)  a focus group.

Exam 8: Marketing Research: From Customer Insights to Actions

________ question requires respondents to select one or more response options from a set of predetermined choices.

List the elements of an information technology system used to help answer marketing questions.

Likert and semantic differential are two forms of fixed-alternative questions that have three or more choices and use

Data obtained by manipulating factors under tightly controlled conditions to test cause and effect is an example of

If a researcher is concerned that data may be out of date or the parameters may not entirely suit the project, which type of data is this likely to be?

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

Data are the

Figure 8-5 -Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does E represent?

What is the basic difference between primary and secondary data, and what are the advantages and disadvantages of each?

When conducting marketing experiments, the independent variable often involves marketing mix elements such as product features or coupons, while dependent variables often include

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. Which of the following statements most likely explains why Question 9 was included in the questionnaire?

Figure 8-5 -Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does B represent?

Marketing researchers use tracking studies immediately before an upcoming film's release to

The last step of the marketing research approach is to

Which of the following statements concerning personal observation is most accurate?

The foundation of all research using questionnaires is developing ________ that get clear, unambiguous answers from respondents.

What are the five steps in the marketing research approach?

In a marketing decision, constraints are

A marketing research approach that uses a discussion leader to interview 6 to 10 past, present, or prospective customers simultaneously is

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