Question 1

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

Accepted Answer

A) develop the research plan. 
B) evaluate the results. 
C) examine the alternatives. 
D) list the variables. 
E) conduct the experiment. 
A) develop the research plan. 
B) evaluate the results. 
C) examine the alternatives. 
D) list the variables. 
E) conduct the experiment.

Question 2

Figure 8-6B 
-Consider Figure 8-6B above.Suppose you are an owner of a local Wendy's restaurant near a large urban college or university.You hired a marketing research firm to conduct a survey among a sample of respondents in your area to find out their patronage of fast-food restaurants.Four weeks after the firm conducted the survey,it presented the following results to you.If you wanted to target a heavy-use market segment based on the results presented,which would you select?

Accepted Answer

A) 45 and older 
B) once a week or more 
C) 25 to 44 
D) once a month or less 
E) under 25 
A) 45 and older 
B) once a week or more 
C) 25 to 44 
D) once a month or less 
E) under 25

Question 3

Figure 8-4,Question 6
  
-Consider Figure 8-4,Question 6 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 6 illustrates which type of question format?

Accepted Answer

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

Question 4

Based on ________,the Campbell Soup Company changed the labels of most of its soup cans to add steam rising from the product and remove the "unemotional spoons."

Accepted Answer

A) external secondary data,an article in the Journal of Consumer Behavior on ethnographic research 
B) social media Facebook comments and Twitter tweets analysis 
C) internal secondary data,sales reports on soup sales by flavor and package type (can or microwave bowl) 
D) neuromarketing studies 
E) online/e-mail questionnaires 
A) external secondary data,an article in the Journal of Consumer Behavior on ethnographic research 
B) social media Facebook comments and Twitter tweets analysis 
C) internal secondary data,sales reports on soup sales by flavor and package type (can or microwave bowl) 
D) neuromarketing studies 
E) online/e-mail questionnaires

Question 5

Secondary data in online databases can be accessed either directly or via Internet search engines or

Accepted Answer

A) portals through keyword searches. 
B) internal statistical data. 
C) probability sampling data. 
D) personal chat rooms. 
E) social media such as Facebook. 
A) portals through keyword searches. 
B) internal statistical data. 
C) probability sampling data. 
D) personal chat rooms. 
E) social media such as Facebook.

Question 6

In trend extrapolation,the forecasting technique that involves using a straight line is called

Accepted Answer

A) causal analysis. 
B) non-parametric regression. 
C) planning gap analysis. 
D) infinite dimension. 
E) linear trend extrapolation. 
A) causal analysis. 
B) non-parametric regression. 
C) planning gap analysis. 
D) infinite dimension. 
E) linear trend extrapolation.

Question 7

The data that are collected with a "people meter" and later published by Nielsen as national TV ratings are an example of ________ data when gathered.

Accepted Answer

A) internal secondary data 
B) interactive industry data 
C) curated promotional data 
D) mechanical observational data 
E) sensitivity data 
A) internal secondary data 
B) interactive industry data 
C) curated promotional data 
D) mechanical observational data 
E) sensitivity data

Question 8

By ________,IKEA noticed that customers often stopped shopping when their baskets or carts were full,so additional shopping bags are now placed throughout IKEA stores.

Accepted Answer

A) using survey data 
B) employing mystery shoppers 
C) neuromarketing 
D) interviewing employees 
E) watching consumers in person 
A) using survey data 
B) employing mystery shoppers 
C) neuromarketing 
D) interviewing employees 
E) watching consumers in person

Question 9

Consider the LEGO Group MINDSTORMS® product.LEGO Group designers created MINDSTORMS® kits to appeal to middle school kids,among others.When attempting to choose between potential designs,what was the measure of success for use by LEGO Group in this instance?

Accepted Answer

A) age 
B) gender 
C) assembly time 
D) cost 
E) advertising 
A) age 
B) gender 
C) assembly time 
D) cost 
E) advertising

Question 10

Children's accessory and toy store Red Carpet Baby! uses U.S.Census Bureau information to determine the number of families with children under age 5 for each state in its market area.Data obtained from this source are called

Accepted Answer

A) proprietary data. 
B) primary data. 
C) secondary data. 
D) observational data. 
E) experimental data. 
A) proprietary data. 
B) primary data. 
C) secondary data. 
D) observational data. 
E) experimental data.

Question 11

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

Accepted Answer

A) The primary purpose of marketing research is to collect data for historical purposes. 
B) When collecting marketing research,people may be reluctant to tell you what you want to know. 
C) Marketing research,if done properly,will always result in a positive marketing result. 
D) People are just as able to give accurate information about products they have only heard about as those they have actually used. 
E) Among those people who participate in market research studies,there is an almost perfect correlation between a respondent's stated intentions and his/her actual buying behavior. 
A) The primary purpose of marketing research is to collect data for historical purposes. 
B) When collecting marketing research,people may be reluctant to tell you what you want to know. 
C) Marketing research,if done properly,will always result in a positive marketing result. 
D) People are just as able to give accurate information about products they have only heard about as those they have actually used. 
E) Among those people who participate in market research studies,there is an almost perfect correlation between a respondent's stated intentions and his/her actual buying behavior.

Question 12

When Home Depot entered the Quebec market in Canada,2 percent of people were aware of the retail chain.To determine advertising effectiveness during the first 18 months in Quebec,awareness research was done a second time.For this research,it was decided that if at least 50 percent of a 600-person sample of the population were aware of the Home Depot brand,it would continue its present advertising program.This is an example of

Accepted Answer

A) secondary data. 
B) a constraint. 
C) an assumption. 
D) a measure of success. 
E) a barrier to entry. 
A) secondary data. 
B) a constraint. 
C) an assumption. 
D) a measure of success. 
E) a barrier to entry.

Question 13

A(n)________ involves 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.

Accepted Answer

A) direct forecast 
B) lost-horse forecast 
C) buyers' intentions forecast 
D) indirect forecast 
E) incremental forecast 
A) direct forecast 
B) lost-horse forecast 
C) buyers' intentions forecast 
D) indirect forecast 
E) incremental forecast

Question 14

Offering a product for sale in a small geographic area to help evaluate potential market actions is called a(n)

Accepted Answer

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

Question 15

Even though primary data can be especially valuable to an individual firm,secondary data are often used because

Accepted Answer

A) secondary data are much more up-to-date and tailored to a specific firm or industry. 
B) secondary data,although far more expensive,are also much more reliable. 
C) primary data are usually more costly and time-consuming to collect. 
D) primary data can be accessed by virtually anyone so the information generated loses much of its value. 
E) primary data are less fact and figure based;they are more subjective and therefore more vulnerable to misinterpretation. 
A) secondary data are much more up-to-date and tailored to a specific firm or industry. 
B) secondary data,although far more expensive,are also much more reliable. 
C) primary data are usually more costly and time-consuming to collect. 
D) primary data can be accessed by virtually anyone so the information generated loses much of its value. 
E) primary data are less fact and figure based;they are more subjective and therefore more vulnerable to misinterpretation.

Question 16

In setting research objectives,marketers have to be clear on the purpose of research they are about to do that leads to marketing actions.The three main types of marketing research include exploratory research,causal research,and ________ research.

Accepted Answer

A) virtual 
B) descriptive 
C) financial 
D) interdisciplinary 
E) interactive 
A) virtual 
B) descriptive 
C) financial 
D) interdisciplinary 
E) interactive

Question 17

When Procter & Gamble acquired the Old Spice brand,it decided to reposition the brand by using a different advertising message to see whether its sales would increase.The advertising message is the ________ in this marketing experiment.

Accepted Answer

A) dependent variable 
B) extraneous variable 
C) constraint 
D) independent variable 
E) error variable 
A) dependent variable 
B) extraneous variable 
C) constraint 
D) independent variable 
E) error variable

Question 18

A salesforce survey 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 19

Linear trend extrapolation is a form of trend extrapolation in which the

Accepted Answer

A) pattern changes from year to year. 
B) pattern is always a straight line. 
C) slope of the line is tied directly to profits. 
D) shape of the pattern is a hyperbola. 
E) pattern follows an S-shaped curve. 
A) pattern changes from year to year. 
B) pattern is always a straight line. 
C) slope of the line is tied directly to profits. 
D) shape of the pattern is a hyperbola. 
E) pattern follows an S-shaped curve.

Question 20

Red Carpet Baby!,a children's accessory and toy store,is considering expanding the size of the store.The manager queries its marketing database to understand how a change in square footage might impact sales.She is performing a(n)

Accepted Answer

A) marketing action analysis. 
B) environmental scan. 
C) situational analysis. 
D) sensitivity analysis. 
E) problem search. 
A) marketing action analysis. 
B) environmental scan. 
C) situational analysis. 
D) sensitivity analysis. 
E) problem search.

Exam 8: Marketing Research: From Customer Insights to Actions

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

Figure 8-4,Question 6 -Consider Figure 8-4,Question 6 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 6 illustrates which type of question format?

Based on ________,the Campbell Soup Company changed the labels of most of its soup cans to add steam rising from the product and remove the "unemotional spoons."

Secondary data in online databases can be accessed either directly or via Internet search engines or

In trend extrapolation,the forecasting technique that involves using a straight line is called

The data that are collected with a "people meter" and later published by Nielsen as national TV ratings are an example of ________ data when gathered.

By ________,IKEA noticed that customers often stopped shopping when their baskets or carts were full,so additional shopping bags are now placed throughout IKEA stores.

Consider the LEGO Group MINDSTORMS® product.LEGO Group designers created MINDSTORMS® kits to appeal to middle school kids,among others.When attempting to choose between potential designs,what was the measure of success for use by LEGO Group in this instance?

Children's accessory and toy store Red Carpet Baby! uses U.S.Census Bureau information to determine the number of families with children under age 5 for each state in its market area.Data obtained from this source are called

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

A(n)________ involves 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.

Offering a product for sale in a small geographic area to help evaluate potential market actions is called a(n)

Even though primary data can be especially valuable to an individual firm,secondary data are often used because

In setting research objectives,marketers have to be clear on the purpose of research they are about to do that leads to marketing actions.The three main types of marketing research include exploratory research,causal research,and ________ research.

When Procter & Gamble acquired the Old Spice brand,it decided to reposition the brand by using a different advertising message to see whether its sales would increase.The advertising message is the ________ in this marketing experiment.

A salesforce survey forecast involves

Linear trend extrapolation is a form of trend extrapolation in which the

Red Carpet Baby!,a children's accessory and toy store,is considering expanding the size of the store.The manager queries its marketing database to understand how a change in square footage might impact sales.She is performing a(n)

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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