Question 1

Which of the following would be best used to forecast the opening weekend box office sales for a new movie?

Accepted Answer

A) test screenings 
B) demographic analysis 
C) portfolio analysis 
D) advanced promotions 
E) tracking studies 
A) test screenings 
B) demographic analysis 
C) portfolio analysis 
D) advanced promotions 
E) tracking studies

Question 2

Which of the following is not a disadvantage of online surveys?

Accepted Answer

A) E-mail surveys may be viewed as junk. 
B) The cost to set up and administer them is high. 
C) Some potential respondents have a pop-up blocker that prohibits a browser from opening a separate window that contains the survey. 
D) Without the necessary technology,respondents can complete the survey multiple times,creating a significant bias in the results. 
E) Some potential respondents may employ spam blockers. 
A) E-mail surveys may be viewed as junk. 
B) The cost to set up and administer them is high. 
C) Some potential respondents have a pop-up blocker that prohibits a browser from opening a separate window that contains the survey. 
D) Without the necessary technology,respondents can complete the survey multiple times,creating a significant bias in the results. 
E) Some potential respondents may employ spam blockers.

Question 3

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

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

Individual interviews involve

Accepted Answer

A) several people asking the same person the same questions over a period of time to check for answer reliability. 
B) asking respondents in a shopping mall to fill out a brief survey. 
C) a single researcher asking questions of one respondent. 
D) having the interviewee talk about specific aspects of a product or service using a video camera in his/her natural use environment. 
E) a panel of respondents participating in a guided discussion led by an experienced moderator. 
A) several people asking the same person the same questions over a period of time to check for answer reliability. 
B) asking respondents in a shopping mall to fill out a brief survey. 
C) a single researcher asking questions of one respondent. 
D) having the interviewee talk about specific aspects of a product or service using a video camera in his/her natural use environment. 
E) a panel of respondents participating in a guided discussion led by an experienced moderator.

Question 5

Generally,filmmakers want movie titles that are short,memorable,appealing to consumers,and without legal restrictions.These are titles that

Accepted Answer

A) have the same factors that make a good brand name. 
B) seem familiar. 
C) use alliterative techniques. 
D) play it safe. 
E) appeal to multiple cultures. 
A) have the same factors that make a good brand name. 
B) seem familiar. 
C) use alliterative techniques. 
D) play it safe. 
E) appeal to multiple cultures.

Question 6

In marketing,a conscious choice made from among two or more alternatives is referred to as a

Accepted Answer

A) preference. 
B) paradigm. 
C) conclusion. 
D) paradox. 
E) decision. 
A) preference. 
B) paradigm. 
C) conclusion. 
D) paradox. 
E) decision.

Question 7

Sherrie sold about $800 worth of produce last weekend at a farmer's market,but it was sunny and warm both days.This Saturday and Sunday are both supposed to be rainy,so she thinks fewer people will attend.She estimates she'll only sell about three-fourths of her total for last time,or $600.This is an example of a(n)

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 8

GI Designs,a copper furniture manufacturer,increased the price on its copper tabletops by 20 percent for three months to see what the effect would be on its sales.The change in sales is the ________ in this three-month experiment.

Accepted Answer

A) constraint 
B) dependent variable 
C) decision task 
D) control 
E) independent variable 
A) constraint 
B) dependent variable 
C) decision task 
D) control 
E) independent variable

Question 9

How do movie studios use marketing research?

Accepted Answer

Studios producing and marketing films em

Question 10

What type of marketing uses brain scanning to analyze the buying processes of research participants?

Accepted Answer

A) subliminal marketing 
B) permission marketing 
C) psychographic marketing 
D) optimization marketing 
E) neuromarketing 
A) subliminal marketing 
B) permission marketing 
C) psychographic marketing 
D) optimization marketing 
E) neuromarketing

Question 11

Melanie manages a local store for a national drugstore chain and had received complaints from several customers about rude employees.To check on her customer service,Melanie hired a team of researchers,who posed as customers shopping in the store.Occasionally,they bought something,but their primary purpose was to take notes and record the actions of the service staff.The research information Melanie received was a form of ________ data.

Accepted Answer

A) secondary 
B) developmental 
C) observational 
D) national 
E) questionnaire 
A) secondary 
B) developmental 
C) observational 
D) national 
E) questionnaire

Question 12

A disadvantage of the mall intercept interview method is

Accepted Answer

A) the difficulty in finding qualified interviewers to work at relatively low salaries. 
B) the lack of reliability due to changes in customer traffic during holidays. 
C) the ill will it creates with shoppers who are in a hurry or looking for a relaxing mall experience. 
D) the people selected may not be representative of the target market. 
E) the people only participate to receive something in return,so their answers are often biased. 
A) the difficulty in finding qualified interviewers to work at relatively low salaries. 
B) the lack of reliability due to changes in customer traffic during holidays. 
C) the ill will it creates with shoppers who are in a hurry or looking for a relaxing mall experience. 
D) the people selected may not be representative of the target market. 
E) the people only participate to receive something in return,so their answers are often biased.

Question 13

All of the following are challenges marketers face when conducting marketing research except which?

Accepted Answer

A) whether consumers' actual purchase behaviors will match their stated interests or intentions 
B) whether consumers will reveal honest answers to questions about personal or status issues 
C) whether consumers will remember the brand they actually purchased in order to report it correctly 
D) whether consumers will accept a small gratuity for participating in a market research study for a new or existing product 
E) whether consumers will really know whether they are likely to buy a new product that they have never thought about before 
A) whether consumers' actual purchase behaviors will match their stated interests or intentions 
B) whether consumers will reveal honest answers to questions about personal or status issues 
C) whether consumers will remember the brand they actually purchased in order to report it correctly 
D) whether consumers will accept a small gratuity for participating in a market research study for a new or existing product 
E) whether consumers will really know whether they are likely to buy a new product that they have never thought about before

Question 14

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

Accepted Answer

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

Question 15

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

Accepted Answer

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

Question 16

Explain why measures of success are important to effective decision makers and give an example of one.

Accepted Answer

Measures of success are criteria or stan

Question 17

The U.S.Census Bureau publishes the ________,which is conducted every five years and contains detailed information on the number and sales of U.S.establishments that produce goods or resources.

Accepted Answer

A) North American Industry Classification System 
B) Economic Census 
C) Annual Survey of Manufacturers 
D) Annual Wholesale Trade Survey 
E) Survey of Business Owners 
A) North American Industry Classification System 
B) Economic Census 
C) Annual Survey of Manufacturers 
D) Annual Wholesale Trade Survey 
E) Survey of Business Owners

Question 18

Effective decision makers rely on criteria or standards known as ________ that are used in evaluating proposed solutions to a problem.

Accepted Answer

A) marketing dashboards 
B) descriptive research 
C) constraints 
D) problem definitions 
E) measures of success 
A) marketing dashboards 
B) descriptive research 
C) constraints 
D) problem definitions 
E) measures of success

Question 19

A market researcher showed a plain print ad of a new brand of designer jeans to several groups of college students and asked the students to rate the quality of the jeans.Then the researcher showed some other college students a print ad featuring movie star Scarlett Johansson wearing the new brand and again asked the students to rate the quality of the jeans.The marketer predicted that after viewing the ad featuring Johansson,the students' ratings of the jeans would be more positive than the other ones.In this experiment,students' ratings of the new blue jeans served as the

Accepted Answer

A) dependent variable. 
B) independent variable. 
C) social environmental force. 
D) secondary data. 
E) constraint. 
A) dependent variable. 
B) independent variable. 
C) social environmental force. 
D) secondary data. 
E) constraint.

Question 20

Figure 8-4,Question 3
  
-Consider Figure 8-4,Question 3 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 3 illustrates which type of question format?

Accepted Answer

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

Exam 8: Marketing Research: From Customer Insights to Actions

Which of the following would be best used to forecast the opening weekend box office sales for a new movie?

Which of the following is not a disadvantage of online surveys?

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

Individual interviews involve

Generally,filmmakers want movie titles that are short,memorable,appealing to consumers,and without legal restrictions.These are titles that

In marketing,a conscious choice made from among two or more alternatives is referred to as a

GI Designs,a copper furniture manufacturer,increased the price on its copper tabletops by 20 percent for three months to see what the effect would be on its sales.The change in sales is the ________ in this three-month experiment.

How do movie studios use marketing research?

What type of marketing uses brain scanning to analyze the buying processes of research participants?

A disadvantage of the mall intercept interview method is

All of the following are challenges marketers face when conducting marketing research except which?

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

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

Explain why measures of success are important to effective decision makers and give an example of one.

The U.S.Census Bureau publishes the ________,which is conducted every five years and contains detailed information on the number and sales of U.S.establishments that produce goods or resources.

Effective decision makers rely on criteria or standards known as ________ that are used in evaluating proposed solutions to a problem.

Figure 8-4,Question 3 -Consider Figure 8-4,Question 3 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 3 illustrates which type of question format?

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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