Question 1

The Internet website USA.gov

Accepted Answer

A) is a repository of information on U.S.business,economic,and trade activity collected by the federal government. 
B) is a portal to all government websites that can be found by topic or keyword. 
C) provides up-to-the-minute business news and security prices plus research reports of companies,industries,and countries. 
D) is the most popular Internet portal to enter keywords or topics for specific searches. 
E) accesses information in online databases and an index of blogs by primary topic. 
A) is a repository of information on U.S.business,economic,and trade activity collected by the federal government. 
B) is a portal to all government websites that can be found by topic or keyword. 
C) provides up-to-the-minute business news and security prices plus research reports of companies,industries,and countries. 
D) is the most popular Internet portal to enter keywords or topics for specific searches. 
E) accesses information in online databases and an index of blogs by primary topic.

Question 2

Figure 8-5
-Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions.What does D 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 3

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 4

People posing as customers,who are paid to check on the quality of a company's products and services and write a detailed report on the experience,are referred to as

Accepted Answer

A) mystery shoppers. 
B) customer ombudsmen. 
C) secret customers. 
D) Facebook "likers." 
E) repeat customers. 
A) mystery shoppers. 
B) customer ombudsmen. 
C) secret customers. 
D) Facebook "likers." 
E) repeat customers.

Question 5

The total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts is referred to as the

Accepted Answer

A) prognostication. 
B) sales forecast. 
C) guesstimate. 
D) marketing intuition. 
E) market potential. 
A) prognostication. 
B) sales forecast. 
C) guesstimate. 
D) marketing intuition. 
E) market potential.

Question 6

The Nielsen Television Index Ranking reports the rating of each TV program.With 118 million TV households in the United States,a single rating point

Accepted Answer

A) is not a good measurement of television viewership. 
B) equals one point on a 10-point scale. 
C) has limited impact on advertising rates for marketers. 
D) equals 1 percent,or 1,180,000 TV households. 
E) suggests that a show has very few viewers. 
A) is not a good measurement of television viewership. 
B) equals one point on a 10-point scale. 
C) has limited impact on advertising rates for marketers. 
D) equals 1 percent,or 1,180,000 TV households. 
E) suggests that a show has very few viewers.

Question 7

After defining the problem and developing the research plan,the next step in the five-step marketing research approach is to

Accepted Answer

A) collect relevant information. 
B) develop findings and recommendations. 
C) take marketing actions. 
D) plan the research budget. 
E) identify the constraints on the process. 
A) collect relevant information. 
B) develop findings and recommendations. 
C) take marketing actions. 
D) plan the research budget. 
E) identify the constraints on the process.

Question 8

What is the difference between a semantic differential scale and a Likert scale?

Accepted Answer

Both are used with fixed alternative que

Question 9

GI Design is a small studio that designs and builds items such as fountains and tabletops made from copper.To increase sales,Greg,the owner,developed a research plan to determine what landscape architects and interior designers wanted in copper furnishings and appropriate pricing.He had begun to interview representative designers.Greg was engaged in ________,the third step of the five-step marketing research approach.

Accepted Answer

A) developing the research plan 
B) solving the problem 
C) developing findings and recommendations 
D) collecting relevant information 
E) taking marketing actions 
A) developing the research plan 
B) solving the problem 
C) developing findings and recommendations 
D) collecting relevant information 
E) taking marketing actions

Question 10

Figure 8-4,Question 2
  
-A survey asked consumers of dental products the following question "Have you used toothpaste in the past week? ___ Yes ___ No." The results of this question show that 92.6 percent of the people in New York City have used toothpaste in the past week and 87.2 percent of people in Los Angeles have used toothpaste during the same period.This information was gathered by using which type of question?

Accepted Answer

A) open-ended 
B) dichotomous 
C) holistic 
D) evaluative 
E) Likert scale 
A) open-ended 
B) dichotomous 
C) holistic 
D) evaluative 
E) Likert scale

Question 11

A survey of buyers' intentions forecast involves

Accepted Answer

A) 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. 
B) making decisions without any intervening steps. 
C) asking prospective customers if they are likely to buy the product during some future time period. 
D) asking the firm's salespeople to estimate sales during a coming period. 
E) selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect. 
A) 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. 
B) making decisions without any intervening steps. 
C) asking prospective customers if they are likely to buy the product during some future time period. 
D) asking the firm's salespeople to estimate sales during a coming period. 
E) selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect.

Question 12

Figure 8-4,Question 2
  
-Before opening six Torrid plus-size-only retail stores that cater to women age 15 to 30,a great deal of information was gathered from a sample of women to determine what types of items should be carried,the image of the store,its advertising,etc.Which of the following is an example of a closed-end question that might have been asked?

Accepted Answer

A) Why would you want to shop at a store that carries plus-size clothing? 
B) In what ways might you be uncomfortable shopping at a plus-size-only retailer? 
C) Would you be interested in buying the Torrid merchandise on the Internet? ___ Yes ___ No 
D) What type of person would shop at Torrid? 
E) What is your age? Please write the number in the space: __________ 
A) Why would you want to shop at a store that carries plus-size clothing? 
B) In what ways might you be uncomfortable shopping at a plus-size-only retailer? 
C) Would you be interested in buying the Torrid merchandise on the Internet? ___ Yes ___ No 
D) What type of person would shop at Torrid? 
E) What is your age? Please write the number in the space: __________

Question 13

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 14

A firm trying to obtain data on the number of households that buy a particular product would most likely use which type of marketing research?

Accepted Answer

A) descriptive 
B) explanatory 
C) exploratory 
D) causal 
E) concrete 
A) descriptive 
B) explanatory 
C) exploratory 
D) causal 
E) concrete

Question 15

Which of the following statements represents a possible measure of success in the first step of the five-step marketing research approach,defining the problem?

Accepted Answer

A) You have three weeks and $10,000 to determine if it is going to be profitable to serve breakfast on weekdays or not. 
B) If 3-year-olds like this product,then it stands to reason that 4-year-olds will like it even more. 
C) Use mail questionnaires,not focus groups. 
D) Let's identify the most cost-effective method of advertising. 
E) If the test subject eats most or all of the sample during the taste test,it will be assumed that he or she likes it. 
A) You have three weeks and $10,000 to determine if it is going to be profitable to serve breakfast on weekdays or not. 
B) If 3-year-olds like this product,then it stands to reason that 4-year-olds will like it even more. 
C) Use mail questionnaires,not focus groups. 
D) Let's identify the most cost-effective method of advertising. 
E) If the test subject eats most or all of the sample during the taste test,it will be assumed that he or she likes it.

Question 16

Obtaining primary and secondary 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 17

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.

Question 18

Figure 8-4,Question 2
  
-Consider Figure 8-4,Question 2 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 2 illustrates which type of question format?

Accepted Answer

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

Question 19

The challenge facing today's marketing researchers and data scientists is not data collection or even storage but how to

Accepted Answer

A) leverage external data sources. 
B) effectively leverage results without excessive data generation. 
C) avoid the use of data warehouses. 
D) efficiently transform the huge amount of data into useful information. 
E) match buying queries to relevant outputs. 
A) leverage external data sources. 
B) effectively leverage results without excessive data generation. 
C) avoid the use of data warehouses. 
D) efficiently transform the huge amount of data into useful information. 
E) match buying queries to relevant outputs.

Question 20

Figure 8-2
  
-Figure 8-2 above shows that secondary data may be divided into two related parts.If B represents data collected from the U.S.Census Bureau,trade association studies,business periodicals,etc. ,which type of data is B?

Accepted Answer

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

Exam 8: Marketing Research: From Customer Insights to Actions

The Internet website USA.gov

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

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

People posing as customers,who are paid to check on the quality of a company's products and services and write a detailed report on the experience,are referred to as

The total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts is referred to as the

The Nielsen Television Index Ranking reports the rating of each TV program.With 118 million TV households in the United States,a single rating point

After defining the problem and developing the research plan,the next step in the five-step marketing research approach is to

What is the difference between a semantic differential scale and a Likert scale?

A survey of buyers' intentions forecast involves

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

A firm trying to obtain data on the number of households that buy a particular product would most likely use which type of marketing research?

Which of the following statements represents a possible measure of success in the first step of the five-step marketing research approach,defining the problem?

Obtaining primary and secondary data would take place during which step of the five-step marketing research approach?

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

Figure 8-4,Question 2 -Consider Figure 8-4,Question 2 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 2 illustrates which type of question format?

The challenge facing today's marketing researchers and data scientists is not data collection or even storage but how to

Figure 8-2 -Figure 8-2 above shows that secondary data may be divided into two related parts.If B represents data collected from the U.S.Census Bureau,trade association studies,business periodicals,etc. ,which type of data is B?

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 Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Writing Successful Marketing and Business Plans: Tips and Guidelines

Financial Statements and Ratios

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