Question 1

A low market-penetration index indicates ________.

Accepted Answer

A)  substantial growth potential for all firms 
B)  substantial growth opportunities for few firms 
C)  it will be very expensive to attract more prospects 
D)  price competition is increasing 
E)  profit margins are falling 
A)  substantial growth potential for all firms 
B)  substantial growth opportunities for few firms 
C)  it will be very expensive to attract more prospects 
D)  price competition is increasing 
E)  profit margins are falling

Question 2

You have been asked to develop a customer-performance scorecard for your company's toy division.List three measures you might include.

Accepted Answer

Table 4.5 presents a list of sample cust

Question 3

Because of their versatility and speed,the use of telephone interviewing as a marketing research tool is projected to increase dramatically over the next few years.

Accepted Answer

A) True 
 B)False

Question 4

A high market-penetration index suggests that ________.

Accepted Answer

A)  a substantial growth potential exists for all firms in the market 
B)  there will be increased costs of attracting the few remaining prospects 
C)  mistakes have been made in selecting the correct promotional alternatives 
D)  the price of the product or service is too high with respect to competition 
E)  it would be great time to expand distribution outlets 
A)  a substantial growth potential exists for all firms in the market 
B)  there will be increased costs of attracting the few remaining prospects 
C)  mistakes have been made in selecting the correct promotional alternatives 
D)  the price of the product or service is too high with respect to competition 
E)  it would be great time to expand distribution outlets

Question 5

The most common instrument used to collect primary data is the ________.

Accepted Answer

A)  human eye (through observation) 
B)  Internet 
C)  bar-code reader (behavioral data research) 
D)  video camera (e.g., focus-group research) 
E)  questionnaire 
A)  human eye (through observation) 
B)  Internet 
C)  bar-code reader (behavioral data research) 
D)  video camera (e.g., focus-group research) 
E)  questionnaire

Question 6

Which of the following is the best definition of the market research problem as American Airlines conducts research to determine whether to make the in-flight Internet available to first-class passengers

Accepted Answer

A)  Find out whether enough passengers aboard a B747 flying direct between Chicago and Tokyo would be willing to pay $25 for an Internet connection for American Airlines to break even in one year on the cost of offering this service. 
B)  Find out everything you can about first-class air travelers' needs. 
C)  Will offering an in-flight Internet service create enough incremental preference and profit for American Airlines to justify its cost against other possible investments in service enhancements American might make? 
D)  Is the Internet an important element of first-class air travelers' work and home lives? 
E)  None of the above. 
A)  Find out whether enough passengers aboard a B747 flying direct between Chicago and Tokyo would be willing to pay $25 for an Internet connection for American Airlines to break even in one year on the cost of offering this service. 
B)  Find out everything you can about first-class air travelers' needs. 
C)  Will offering an in-flight Internet service create enough incremental preference and profit for American Airlines to justify its cost against other possible investments in service enhancements American might make? 
D)  Is the Internet an important element of first-class air travelers' work and home lives? 
E)  None of the above.

Question 7

Primary data can be collected in several ways.Which of the following primary data collection methods would be exemplified by constructing see-through mirrors in a retail store whereby consumers' actions could be recorded

Accepted Answer

A)  Focus groups 
B)  Surveys 
C)  Observation 
D)  Behavioral data 
E)  Experiments 
A)  Focus groups 
B)  Surveys 
C)  Observation 
D)  Behavioral data 
E)  Experiments

Question 8

Especially popular with such companies as Procter & Gamble,marketing-mix modeling is used to allocate or reallocate expenditures.

Accepted Answer

A) True 
 B)False

Question 9

Most large companies use outside marketing research consultants rather than employ their own marketing research department.

Accepted Answer

A) True 
 B)False

Question 10

The company's estimated share of market demand at alternative levels of company marketing effort in a given time period is known as the ________.

Accepted Answer

A)  market forecast 
B)  product-penetration percentage 
C)  company demand 
D)  market minimum 
E)  market potential 
A)  market forecast 
B)  product-penetration percentage 
C)  company demand 
D)  market minimum 
E)  market potential

Question 11

One of the don'ts of questionnaire construction is to ensure that fixed responses do not overlap.Which of the following is the best illustration of a problem that this "don't" might cause

Accepted Answer

A)  A question has three possible responses: yes, no, or maybe. 
B)  An income question asks for an income designation in one of the following income categories: $0-$20,000, $20,000-$40,000, or $40,000 and above. 
C)  A consumer is asked to describe a recent event while driving. 
D)  A consumer must describe a cartoon about buying a car. 
E)  A consumer is asked whether or not he or she could spy on another consumer's shopping experience. 
A)  A question has three possible responses: yes, no, or maybe. 
B)  An income question asks for an income designation in one of the following income categories: $0-$20,000, $20,000-$40,000, or $40,000 and above. 
C)  A consumer is asked to describe a recent event while driving. 
D)  A consumer must describe a cartoon about buying a car. 
E)  A consumer is asked whether or not he or she could spy on another consumer's shopping experience.

Question 12

Explain what qualitative research is and why it might be useful to marketers.

Accepted Answer

Some marketers prefer more qualitative m

Question 13

All of the following are considered to be among the seven characteristics of good marketing research EXCEPT ________.

Accepted Answer

A)  the scientific method 
B)  research creativity 
C)  multiple methods 
D)  ethical marketing 
E)  independence of models and data 
A)  the scientific method 
B)  research creativity 
C)  multiple methods 
D)  ethical marketing 
E)  independence of models and data

Question 14

Assume that you are a marketing research director for a medium-sized manufacturing firm and you would like to engage an outside marketing research firm to conduct your field interviews.Which of the following options would be your best choice to achieve your objective

Accepted Answer

A)  A syndicated-service research firm 
B)  A custom marketing research firm 
C)  A global research management firm 
D)  A specialty-line marketing research firm 
E)  A brand-management specialty research firm 
A)  A syndicated-service research firm 
B)  A custom marketing research firm 
C)  A global research management firm 
D)  A specialty-line marketing research firm 
E)  A brand-management specialty research firm

Question 15

Few companies use sales-force estimates without making some adjustments because of both deliberate and inadvertent estimation error on the part of salespeople.

Accepted Answer

A) True 
 B)False

Question 16

If a researcher is interested in the qualified available market,how would you describe this market

Accepted Answer

The qualified available market

Question 17

Estimating area market potential,as a subset of total market potential,facilitates effective marketing budget allocation.

Accepted Answer

A) True 
 B)False

Question 18

Create a question and an associated scale that illustrate a purchase probability scale.

Accepted Answer

The text suggests a question such as "Do

Question 19

If a company wants to assess the magnitude of consumers' knowledge,beliefs,preferences,and satisfaction,the company will most likely choose which of the five research approaches outlined in the text

Accepted Answer

The company will mos

Question 20

Many managers see marketing research as a fact-finding operation.Is this a correct view Explain.

Accepted Answer

Managers expect the researcher to design

Exam 4: Conducting Marketing Research and Forecasting Demand

A low market-penetration index indicates ________.

You have been asked to develop a customer-performance scorecard for your company's toy division.List three measures you might include.

Because of their versatility and speed,the use of telephone interviewing as a marketing research tool is projected to increase dramatically over the next few years.

A high market-penetration index suggests that ________.

The most common instrument used to collect primary data is the ________.

Which of the following is the best definition of the market research problem as American Airlines conducts research to determine whether to make the in-flight Internet available to first-class passengers

Primary data can be collected in several ways.Which of the following primary data collection methods would be exemplified by constructing see-through mirrors in a retail store whereby consumers' actions could be recorded

Especially popular with such companies as Procter & Gamble,marketing-mix modeling is used to allocate or reallocate expenditures.

Most large companies use outside marketing research consultants rather than employ their own marketing research department.

The company's estimated share of market demand at alternative levels of company marketing effort in a given time period is known as the ________.

One of the don'ts of questionnaire construction is to ensure that fixed responses do not overlap.Which of the following is the best illustration of a problem that this "don't" might cause

Explain what qualitative research is and why it might be useful to marketers.

All of the following are considered to be among the seven characteristics of good marketing research EXCEPT ________.

Assume that you are a marketing research director for a medium-sized manufacturing firm and you would like to engage an outside marketing research firm to conduct your field interviews.Which of the following options would be your best choice to achieve your objective

Few companies use sales-force estimates without making some adjustments because of both deliberate and inadvertent estimation error on the part of salespeople.

If a researcher is interested in the qualified available market,how would you describe this market

Estimating area market potential,as a subset of total market potential,facilitates effective marketing budget allocation.

Create a question and an associated scale that illustrate a purchase probability scale.

If a company wants to assess the magnitude of consumers' knowledge,beliefs,preferences,and satisfaction,the company will most likely choose which of the five research approaches outlined in the text

Many managers see marketing research as a fact-finding operation.Is this a correct view Explain.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Dealing with Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

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