Question 1

The approaches that can be used to collect data to solve all or part of a marketing research problem are referred to as

Accepted Answer

A) methods. 
B) proposals. 
C) strategies. 
D) tactics. 
E) analyses. 
A) methods. 
B) proposals. 
C) strategies. 
D) tactics. 
E) analyses.

Question 2

A new field of marketing research that focuses on the presentation of analysis results is known as

Accepted Answer

A) cloud computing. 
B) data visualization. 
C) business intelligence. 
D) artificial intelligence. 
E) data analytics. 
A) cloud computing. 
B) data visualization. 
C) business intelligence. 
D) artificial intelligence. 
E) data analytics.

Question 3

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 price increase is the ________ in this three-month experiment.

Accepted Answer

A) control 
B) dependent variable 
C) independent variable 
D) constraint 
E) hypothesis 
A) control 
B) dependent variable 
C) independent variable 
D) constraint 
E) hypothesis

Question 4

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

Researchers for Frito-Lay discovered that matte beige bags of potato chips picturing potatoes and other healthy ingredients in the snack do not trigger activity in the anterior cingulate cortex,an area of the brain associated with feelings of guilt,as much as shiny bags with pictures of chips.Frito-Lay then switched out of shiny packaging in the United States shortly thereafter.This is an example of using

Accepted Answer

A) subliminal marketing. 
B) permission marketing. 
C) optimization marketing. 
D) neuromarketing. 
E) surge marketing. 
A) subliminal marketing. 
B) permission marketing. 
C) optimization marketing. 
D) neuromarketing. 
E) surge marketing.

Question 6

A general rule of thumb among marketing researchers is to use ________ first and then collect

Accepted Answer

A) external secondary data;internal primary data. 
B) internal primary data;external primary data. 
C) primary data;secondary data. 
D) secondary data;primary data. 
E) observational data;questionnaire data. 
A) external secondary data;internal primary data. 
B) internal primary data;external primary data. 
C) primary data;secondary data. 
D) secondary data;primary data. 
E) observational data;questionnaire data.

Question 7

McDonald's tested its delivery service in three Florida cities to assess consumer interest before deciding to expand to 20,000 of its restaurants.Which type of experiment was conducted here?

Accepted Answer

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

Question 8

Mechanical,personal,or neuromarketing methods are ways that ________ data can be collected.

Accepted Answer

A) virtual 
B) primary source 
C) hypothetical 
D) observational 
E) statistical 
A) virtual 
B) primary source 
C) hypothetical 
D) observational 
E) statistical

Question 9

Marketing researchers must use the combination of data,technology,and analytics to convert the data into useful information that will answer marketing questions and lead to effective marketing actions.An organization that accomplishes this successfully is often referred to as a(n)

Accepted Answer

A) external data source specialist. 
B) results-oriented enterprise. 
C) intelligent enterprise. 
D) internal data source user. 
E) information entrepreneur. 
A) external data source specialist. 
B) results-oriented enterprise. 
C) intelligent enterprise. 
D) internal data source user. 
E) information entrepreneur.

Question 10

Measures of success are

Accepted Answer

A) the goals the decision maker seeks to achieve in solving a problem. 
B) criteria or standards used in evaluating proposed solutions to a problem. 
C) identification of acceptable alternatives for collecting data to solve a problem. 
D) objective data used to identify the most profitable solution to a marketing problem. 
E) subjective data used to identify the most profitable solution to a marketing problem. 
A) the goals the decision maker seeks to achieve in solving a problem. 
B) criteria or standards used in evaluating proposed solutions to a problem. 
C) identification of acceptable alternatives for collecting data to solve a problem. 
D) objective data used to identify the most profitable solution to a marketing problem. 
E) subjective data used to identify the most profitable solution to a marketing problem.

Question 11

________ surveys are the best choice if a marketing researcher wants flexibility in asking probing questions or getting reactions to visual materials.

Accepted Answer

A) Personal interview 
B) Mail 
C) Telephone 
D) Fax 
E) Online 
A) Personal interview 
B) Mail 
C) Telephone 
D) Fax 
E) Online

Question 12

Lost-horse forecasting involves

Accepted Answer

A) admitting that the actions you have taken in the past have failed and removing those and similar actions from your list of alternatives. 
B) 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. 
C) making decisions without any intervening steps. 
D) following a prescribed set of "directives" established before the research was even begun. 
E) selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect. 
A) admitting that the actions you have taken in the past have failed and removing those and similar actions from your list of alternatives. 
B) 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. 
C) making decisions without any intervening steps. 
D) following a prescribed set of "directives" established before the research was even begun. 
E) selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect.

Question 13

When a marketing researcher uses a collection of reports,customer letters,financial statements,and surveys from different departments' archives within her firm to make marketing decisions today,she is using

Accepted Answer

A) internal secondary data. 
B) primary data. 
C) external secondary data. 
D) sensitivity analysis. 
E) probability data. 
A) internal secondary data. 
B) primary data. 
C) external secondary data. 
D) sensitivity analysis. 
E) probability data.

Question 14

A(n)________ is a method of presenting and analyzing data involving two or more variables to discover relationships in the data.

Accepted Answer

A) cross tabulation 
B) environmental scan 
C) absolute value 
D) extraction of predictive information 
E) experiment 
A) cross tabulation 
B) environmental scan 
C) absolute value 
D) extraction of predictive information 
E) experiment

Question 15

Test screenings and tracking studies are examples of market research techniques used in the movie industry to

Accepted Answer

A) estimate a production company's potential market share. 
B) identify prospective nominees for industry awards such as the Oscars. 
C) create an advance market for the movie's Blu-ray release regardless of whether it is successful in its theater release or not. 
D) identify possible story lines or plots for future movie ventures. 
E) reduce uncertainty and improve marketing actions. 
A) estimate a production company's potential market share. 
B) identify prospective nominees for industry awards such as the Oscars. 
C) create an advance market for the movie's Blu-ray release regardless of whether it is successful in its theater release or not. 
D) identify possible story lines or plots for future movie ventures. 
E) reduce uncertainty and improve marketing actions.

Question 16

The facts and figures related to a research problem are referred to as

Accepted Answer

A) data. 
B) statistics. 
C) variables. 
D) concepts. 
E) constraints. 
A) data. 
B) statistics. 
C) variables. 
D) concepts. 
E) constraints.

Question 17

Research that provides ideas about a vague problem or question 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 18

A common way of collecting questionnaire data to generate ideas that involves a single researcher asking questions of one respondent is referred to as a(n)

Accepted Answer

A) panel. 
B) focus consultation. 
C) individual interview. 
D) face-to-face exchange. 
E) interactional interview. 
A) panel. 
B) focus consultation. 
C) individual interview. 
D) face-to-face exchange. 
E) interactional interview.

Question 19

Carma Laboratories,Inc. ,the maker of Carmex lip balm,used ________ to conduct marketing research to understand the nature of online conversations about lip balm.

Accepted Answer

A) ethnographic research 
B) depth interviews 
C) focus groups 
D) social media 
E) telephone surveys 
A) ethnographic research 
B) depth interviews 
C) focus groups 
D) social media 
E) telephone surveys

Question 20

________ is often conducted with observers behind a one-way mirror watching a discussion among people about topics of interest to marketers.

Accepted Answer

A) An individual interview 
B) Questionnaire data collection 
C) Social networking 
D) An information panel 
E) A focus group 
A) An individual interview 
B) Questionnaire data collection 
C) Social networking 
D) An information panel 
E) A focus group

Exam 8: Marketing Research: From Customer Insights to Actions

The approaches that can be used to collect data to solve all or part of a marketing research problem are referred to as

A new field of marketing research that focuses on the presentation of analysis results is known as

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 price increase is the ________ in this three-month experiment.

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

A general rule of thumb among marketing researchers is to use ________ first and then collect

McDonald's tested its delivery service in three Florida cities to assess consumer interest before deciding to expand to 20,000 of its restaurants.Which type of experiment was conducted here?

Mechanical,personal,or neuromarketing methods are ways that ________ data can be collected.

Marketing researchers must use the combination of data,technology,and analytics to convert the data into useful information that will answer marketing questions and lead to effective marketing actions.An organization that accomplishes this successfully is often referred to as a(n)

Measures of success are

________ surveys are the best choice if a marketing researcher wants flexibility in asking probing questions or getting reactions to visual materials.

Lost-horse forecasting involves

When a marketing researcher uses a collection of reports,customer letters,financial statements,and surveys from different departments' archives within her firm to make marketing decisions today,she is using

A(n)________ is a method of presenting and analyzing data involving two or more variables to discover relationships in the data.

Test screenings and tracking studies are examples of market research techniques used in the movie industry to

The facts and figures related to a research problem are referred to as

Research that provides ideas about a vague problem or question is referred to as

A common way of collecting questionnaire data to generate ideas that involves a single researcher asking questions of one respondent is referred to as a(n)

Carma Laboratories,Inc. ,the maker of Carmex lip balm,used ________ to conduct marketing research to understand the nature of online conversations about lip balm.

________ is often conducted with observers behind a one-way mirror watching a discussion among people about topics of interest to marketers.

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