Question 1

Analyzing the data occurs during which step of the five-step marketing research approach?

Accepted Answer

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

Question 2

The primary purpose of a "sneak preview" of a film before its release is to

Accepted Answer

A) rate the performances of the individual actors and actresses for possible Oscar nominations. 
B) rate the work of the director and producer for possible Oscar nominations. 
C) evaluate the effectiveness of product placements within the film. 
D) compare the final film to the original screenplay. 
E) identify necessary changes before final editing. 
A) rate the performances of the individual actors and actresses for possible Oscar nominations. 
B) rate the work of the director and producer for possible Oscar nominations. 
C) evaluate the effectiveness of product placements within the film. 
D) compare the final film to the original screenplay. 
E) identify necessary changes before final editing.

Question 3

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.Based on the results presented,which market segment is least attractive to pursue because they are light users?

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 4

The Journal of Marketing Research and the Journal of Marketing provide

Accepted Answer

A) up-to-date tables for the latest data on consumer sales,listed by industry. 
B) summaries of research methods and techniques valuable in addressing marketing problems. 
C) the latest data on marketing expenditures based on consumer geodemographics. 
D) postings of professional marketing opportunities at universities and colleges. 
E) an in-depth list of marketing positions and opportunities at major corporations. 
A) up-to-date tables for the latest data on consumer sales,listed by industry. 
B) summaries of research methods and techniques valuable in addressing marketing problems. 
C) the latest data on marketing expenditures based on consumer geodemographics. 
D) postings of professional marketing opportunities at universities and colleges. 
E) an in-depth list of marketing positions and opportunities at major corporations.

Question 5

All of the following are advantages to using cross tabulations to organize and present marketing data except which?

Accepted Answer

A) Cross tabulations can be used to summarize experimental data. 
B) Cross tabulations clearly show the relationships between all the variables in a survey. 
C) Cross tabulations can be used to summarize observational data. 
D) Cross tabulations can be used to summarize questionnaire data. 
E) Cross tabulations have great flexibility. 
A) Cross tabulations can be used to summarize experimental data. 
B) Cross tabulations clearly show the relationships between all the variables in a survey. 
C) Cross tabulations can be used to summarize observational data. 
D) Cross tabulations can be used to summarize questionnaire data. 
E) Cross tabulations have great flexibility.

Question 6

Determining how to collect the data occurs during which step of the five-step marketing research approach?

Accepted Answer

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

Question 7

Research that involves trying to find the frequency with which something occurs or the extent of a relationship between two factors is referred to as

Accepted Answer

A) virtual research. 
B) interactive research. 
C) causal research. 
D) descriptive research. 
E) exploratory research. 
A) virtual research. 
B) interactive research. 
C) causal research. 
D) descriptive research. 
E) exploratory research.

Question 8

Figure 8-4
  
-A(n)________ question allows respondents to express opinions,ideas,or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.

Accepted Answer

A) dichotomous 
B) open-ended 
C) closed-end 
D) fixed-alternative 
E) semantic differential 
A) dichotomous 
B) open-ended 
C) closed-end 
D) fixed-alternative 
E) semantic differential

Question 9

Drawing conclusions about every woman who leases a car in a particular zip code from a representative sample of 250 women in that zip code who lease a car is called

Accepted Answer

A) probability sampling. 
B) nonprobability sampling. 
C) random sampling. 
D) statistical inference. 
E) interpolation. 
A) probability sampling. 
B) nonprobability sampling. 
C) random sampling. 
D) statistical inference. 
E) interpolation.

Question 10

What are some of the methods marketers use to conduct research and solve marketing problems? Include at least one specific print source.

Accepted Answer

Methods can include asking someone for i

Question 11

Marine Midland Bank sent market researchers door-to-door in the neighborhoods surrounding its branch banks.Each researcher wanted to spend 15 minutes talking with a head of the household about his or her savings accounts to discuss why he or she did not also have checking accounts and credit cards with the bank.Marine Midland researchers were using ________ to collect these data.

Accepted Answer

A) secondary interviews 
B) individual interviews 
C) intercept interviews 
D) observational data collection 
E) ethnographic research 
A) secondary interviews 
B) individual interviews 
C) intercept interviews 
D) observational data collection 
E) ethnographic research

Question 12

Good marketing research requires great care especially because of inherent difficulties in asking consumers questions.What are the three basic problems faced by marketing researchers when trying to assess consumers' willingness to buy products or services with which they are not familiar?

Accepted Answer

Inherent difficulties in asking the cons

Question 13

Eppie's Used Cars wanted to test whether straight price discounting worked better than a free gift.It ran two different commercials on alternate Wednesdays.The first offered 10 percent off the Kelley Blue Book price for any four-wheel-drive vehicle on the lot while the second offered a free tent with the purchase of any four-wheel-drive vehicle at the Kelley Blue Book price.The type of offer was the ________ variable.The number of people that responded to each type was the ________ variable,which would suggest the best strategy for increasing traffic.

Accepted Answer

A) marketing;dependent 
B) dependent;independent 
C) control;independent 
D) independent;dependent 
E) dependent;control 
A) marketing;dependent 
B) dependent;independent 
C) control;independent 
D) independent;dependent 
E) dependent;control

Question 14

Considering the two main types of data,if facts and figures are newly collected for a project,which type of data is being collected?

Accepted Answer

A) immediate data 
B) internal data 
C) external data 
D) primary data 
E) secondary data 
A) immediate data 
B) internal data 
C) external data 
D) primary data 
E) secondary data

Question 15

Penningtons Superstore specializes in plus-size fashions for women.It was considering adding a line of teen plus sizes to its stores.Before doing so,it contracted with a marketing research firm to make sure that the teen plus-size market was a viable one.Decision makers needed the results of its study by September 15 so Penningtons could introduce the line the following March,if the market was viable.The major constraint for research here is

Accepted Answer

A) collecting secondary data. 
B) finding primary research candidates to interview. 
C) meeting the time deadline. 
D) establishing measures of success. 
E) locating age-appropriate styles in plus sizes. 
A) collecting secondary data. 
B) finding primary research candidates to interview. 
C) meeting the time deadline. 
D) establishing measures of success. 
E) locating age-appropriate styles in plus sizes.

Question 16

The Minnesota Twins,a professional baseball team,wanted to develop creative ways to boost sagging attendance at ball games.The Twins hired a moderator who,after every home game during the month of July,led informal discussions with groups of 8 to 10 fans to find out what they did and did not like about the baseball team and their experience at the stadium.Discussions were videotaped for later review.These research sessions are called

Accepted Answer

A) experiments. 
B) secondary data. 
C) focus groups. 
D) panels. 
E) depth interviews. 
A) experiments. 
B) secondary data. 
C) focus groups. 
D) panels. 
E) depth interviews.

Question 17

Decision making is the act of

Accepted Answer

A) consciously choosing from among alternatives. 
B) consciously choosing an action that doesn't involve risk. 
C) subjectively selecting from a subset of positive alternatives. 
D) subconsciously selecting the alternative that is most consistent with one's personal beliefs. 
E) objectively selecting the most financially sound decision among two or more alternatives. 
A) consciously choosing from among alternatives. 
B) consciously choosing an action that doesn't involve risk. 
C) subjectively selecting from a subset of positive alternatives. 
D) subconsciously selecting the alternative that is most consistent with one's personal beliefs. 
E) objectively selecting the most financially sound decision among two or more alternatives.

Question 18

Evaluating the results of a marketing decision involves

Accepted Answer

A) asking prospective customers if they are likely to buy the product during a specified future time period. 
B) requesting the firm's salespeople to estimate sales during a coming period. 
C) collecting data from marketing experts about changes in the environment. 
D) collecting projections from all regional sales managers and making projections based on a region-to-region basis. 
E) monitoring the marketplace to determine if action is necessary in the future. 
A) asking prospective customers if they are likely to buy the product during a specified future time period. 
B) requesting the firm's salespeople to estimate sales during a coming period. 
C) collecting data from marketing experts about changes in the environment. 
D) collecting projections from all regional sales managers and making projections based on a region-to-region basis. 
E) monitoring the marketplace to determine if action is necessary in the future.

Question 19

Likert and semantic differential are two forms of fixed alternative questions that have three or more choices and use a(n)

Accepted Answer

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

Question 20

All of the following are idea generation methods for collecting questionnaire data except which?

Accepted Answer

A) a mail survey 
B) trend hunting 
C) a focus group 
D) a depth interview 
E) an individual interview 
A) a mail survey 
B) trend hunting 
C) a focus group 
D) a depth interview 
E) an individual interview

Analyzing the data occurs during which step of the five-step marketing research approach?

The primary purpose of a "sneak preview" of a film before its release is to

The Journal of Marketing Research and the Journal of Marketing provide

All of the following are advantages to using cross tabulations to organize and present marketing data except which?

Determining how to collect the data occurs during which step of the five-step marketing research approach?

Research that involves trying to find the frequency with which something occurs or the extent of a relationship between two factors is referred to as

Figure 8-4 -A(n)________ question allows respondents to express opinions,ideas,or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.

Drawing conclusions about every woman who leases a car in a particular zip code from a representative sample of 250 women in that zip code who lease a car is called

What are some of the methods marketers use to conduct research and solve marketing problems? Include at least one specific print source.

Good marketing research requires great care especially because of inherent difficulties in asking consumers questions.What are the three basic problems faced by marketing researchers when trying to assess consumers' willingness to buy products or services with which they are not familiar?

Considering the two main types of data,if facts and figures are newly collected for a project,which type of data is being collected?

Decision making is the act of

Evaluating the results of a marketing decision involves

Likert and semantic differential are two forms of fixed alternative questions that have three or more choices and use a(n)

All of the following are idea generation methods for collecting questionnaire data except which?

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

Exam 8: Marketing Research: From Customer Insights to Actions

Analyzing the data occurs during which step of the five-step marketing research approach?

The primary purpose of a "sneak preview" of a film before its release is to

The Journal of Marketing Research and the Journal of Marketing provide

All of the following are advantages to using cross tabulations to organize and present marketing data except which?

Determining how to collect the data occurs during which step of the five-step marketing research approach?

Research that involves trying to find the frequency with which something occurs or the extent of a relationship between two factors is referred to as

Figure 8-4 -A(n)________ question allows respondents to express opinions,ideas,or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.

Drawing conclusions about every woman who leases a car in a particular zip code from a representative sample of 250 women in that zip code who lease a car is called

What are some of the methods marketers use to conduct research and solve marketing problems? Include at least one specific print source.

Good marketing research requires great care especially because of inherent difficulties in asking consumers questions.What are the three basic problems faced by marketing researchers when trying to assess consumers' willingness to buy products or services with which they are not familiar?

Considering the two main types of data,if facts and figures are newly collected for a project,which type of data is being collected?

Decision making is the act of

Evaluating the results of a marketing decision involves

Likert and semantic differential are two forms of fixed alternative questions that have three or more choices and use a(n)

All of the following are idea generation methods for collecting questionnaire data except which?

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