Question 1

The two aspects of the process for evaluating the results of a marketing decision are evaluating the decision itself and

Accepted Answer

A) evaluating the sales results. 
B) conducting a SWOT analysis. 
C) evaluating the decision process used. 
D) beginning a new environmental scan. 
E) reallocating resources to become more efficient and effective. 
A) evaluating the sales results. 
B) conducting a SWOT analysis. 
C) evaluating the decision process used. 
D) beginning a new environmental scan. 
E) reallocating resources to become more efficient and effective.

Question 2

Figure 8-4
  
-"What do you like most about Target?" followed by several lines for a response is an example of which type of marketing research question?

Accepted Answer

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

Question 3

Making recommendations,implementing those recommendations,and evaluating the results 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 4

The National Health Interview Survey is conducted annually by the Centers for Disease Control and Prevention.By examining information gathered from a national sample of 600 respondents throughout the United States,it was able to announce that 11.3 percent of all Americans adults under age 65 lacked health insurance.To make this statement,the Centers for Disease Control and Prevention used

Accepted Answer

A) focus groups. 
B) no constraints. 
C) internal secondary data. 
D) statistical inference. 
E) interpolation. 
A) focus groups. 
B) no constraints. 
C) internal secondary data. 
D) statistical inference. 
E) interpolation.

Question 5

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 6

What are two common constraints in marketing problem solving?

Accepted Answer

A) limitations of personnel and office space 
B) limitations of the strategic thinking and creativity of the firm's advertising agency 
C) limitations on the time and money available 
D) government regulations and rights to privacy 
E) limitations on access to upper and middle management 
A) limitations of personnel and office space 
B) limitations of the strategic thinking and creativity of the firm's advertising agency 
C) limitations on the time and money available 
D) government regulations and rights to privacy 
E) limitations on access to upper and middle management

Question 7

Several market research companies pay households and businesses to record all their purchases using a paper or electronic diary,which allows for an economical way to collect consistent data over time.These data are referred to as

Accepted Answer

A) sponsored data. 
B) data reciprocity. 
C) curated sampling. 
D) syndicated panel data. 
E) data journaling. 
A) sponsored data. 
B) data reciprocity. 
C) curated sampling. 
D) syndicated panel data. 
E) data journaling.

Question 8

All of the following are examples of marketing input data except which?

Accepted Answer

A) advertising budgets 
B) call reports 
C) accounting records 
D) sales budgets 
E) advertising expenses 
A) advertising budgets 
B) call reports 
C) accounting records 
D) sales budgets 
E) advertising expenses

Question 9

Figure 8-1
  
-According to Figure 8-1 above,what does B represent in the marketing research process?

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 10

Marketing information consists of secondary and primary data.Define each of these types of marketing information.Give examples for secondary and primary data.

Accepted Answer

Data,the facts and figures related to th

Question 11

Marketing research refers to

Accepted Answer

A) the process of systematically collecting and analyzing information in order to define a marketing problem. 
B) the use of information technology to find objective solutions to a marketing problem. 
C) the process of defining a marketing problem and opportunity,systematically collecting and analyzing information,and recommending actions. 
D) the use of subjective data such as interviews and observation to complement empirical data obtained through the use of information technology. 
E) the science of using observable human behavior in order to identify and solve marketing problems. 
A) the process of systematically collecting and analyzing information in order to define a marketing problem. 
B) the use of information technology to find objective solutions to a marketing problem. 
C) the process of defining a marketing problem and opportunity,systematically collecting and analyzing information,and recommending actions. 
D) the use of subjective data such as interviews and observation to complement empirical data obtained through the use of information technology. 
E) the science of using observable human behavior in order to identify and solve marketing problems.

Question 12

Secondary data can be divided into two parts:

Accepted Answer

A) primary data and empirical data. 
B) empirical data and secondary data. 
C) tertiary data and demographic data. 
D) demographic data and observational data. 
E) internal secondary data and external secondary data. 
A) primary data and empirical data. 
B) empirical data and secondary data. 
C) tertiary data and demographic data. 
D) demographic data and observational data. 
E) internal secondary data and external secondary data.

Question 13

Movie studios use market research to reduce their risk of losses by hiring firms such as the National Research Group to conduct test screenings and tracking studies.Often,300 to 400 prospective moviegoers are recruited to attend a "sneak preview" of a film before its release.After viewing the movie,the audience completes a survey to

Accepted Answer

A) evaluate the quality of directing and producing. 
B) critique the title,plot,and characters. 
C) rate the performances of the individual actors and actresses. 
D) recall specific details of the plot and dialogue. 
E) compare the final film with the original script. 
A) evaluate the quality of directing and producing. 
B) critique the title,plot,and characters. 
C) rate the performances of the individual actors and actresses. 
D) recall specific details of the plot and dialogue. 
E) compare the final film with the original script.

Question 14

All of the following are examples of marketing outcome data except which?

Accepted Answer

A) customer phone calls 
B) repeat sales reports 
C) accounting records 
D) salespeople's call reports 
E) sales reports by geographic region 
A) customer phone calls 
B) repeat sales reports 
C) accounting records 
D) salespeople's call reports 
E) sales reports by geographic region

Question 15

A survey by the Economic Research Service of the U.S.Department of Agriculture,government statistics from the Department of Commerce,and stock market information from The Wall Street Journal would all be examples of

Accepted Answer

A) internal primary data. 
B) nonprobability sampling methods. 
C) internal secondary data. 
D) external secondary data. 
E) external primary data. 
A) internal primary data. 
B) nonprobability sampling methods. 
C) internal secondary data. 
D) external secondary data. 
E) external primary data.

Question 16

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 17

A method of presenting and analyzing data involving two or more variables to discover relationships in the data is referred to as

Accepted Answer

A) data mining. 
B) statistical inference. 
C) a cross tabulation. 
D) sampling. 
E) an experiment. 
A) data mining. 
B) statistical inference. 
C) a cross tabulation. 
D) sampling. 
E) an experiment.

Question 18

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 19

Figure 8-4,Question 3
  
-The type of question you are answering right now is an example of a(n)________ question.

Accepted Answer

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

Question 20

Figure 8-4,Question 9
-Consider Figure 8-4,Question 9 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.

Exam 8: Marketing Research: From Customer Insights to Actions

The two aspects of the process for evaluating the results of a marketing decision are evaluating the decision itself and

Figure 8-4 -"What do you like most about Target?" followed by several lines for a response is an example of which type of marketing research question?

Making recommendations,implementing those recommendations,and evaluating the results would take place during which step of the five-step marketing research approach?

In a marketing decision,constraints are

What are two common constraints in marketing problem solving?

Several market research companies pay households and businesses to record all their purchases using a paper or electronic diary,which allows for an economical way to collect consistent data over time.These data are referred to as

All of the following are examples of marketing input data except which?

Figure 8-1 -According to Figure 8-1 above,what does B represent in the marketing research process?

Marketing information consists of secondary and primary data.Define each of these types of marketing information.Give examples for secondary and primary data.

Marketing research refers to

Secondary data can be divided into two parts:

All of the following are examples of marketing outcome data except which?

A survey by the Economic Research Service of the U.S.Department of Agriculture,government statistics from the Department of Commerce,and stock market information from The Wall Street Journal would all be examples of

Research objectives are

A method of presenting and analyzing data involving two or more variables to discover relationships in the data is referred to as

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

Figure 8-4,Question 3 -The type of question you are answering right now is an example of a(n)________ question.

Figure 8-4,Question 9 -Consider Figure 8-4,Question 9 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?

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

Filters