Question 1

"Do you eat at fast-food restaurants regularly? Yes or No" is worded poorly because the word "regularly" makes it ________ question.

Accepted Answer

A) an unanswerable 
B) an ambiguous 
C) two questions in one 
D) a leading 
E) a nonmutually exclusive 
A) an unanswerable 
B) an ambiguous 
C) two questions in one 
D) a leading 
E) a nonmutually exclusive

Question 2

Secondary data are the

Accepted Answer

A) facts and figures that have already been recorded before the project at hand. 
B) facts and figures that are newly collected for the project at hand. 
C) facts and figures obtained by watching people mechanically rather than in person. 
D) facts and figures obtained by asking people questions through the use of information technology. 
E) conclusions developed from information obtained from a representative sample of a population. 
A) facts and figures that have already been recorded before the project at hand. 
B) facts and figures that are newly collected for the project at hand. 
C) facts and figures obtained by watching people mechanically rather than in person. 
D) facts and figures obtained by asking people questions through the use of information technology. 
E) conclusions developed from information obtained from a representative sample of a population.

Question 3

Mall intercept interviews refer to

Accepted Answer

A) impersonal data collection methods in strip shopping malls. 
B) telephone interviews with consumers about their shopping center habits. 
C) scientifically selected individuals from the local community who agree to participate in a research study and are directed to meet at a specific shopping center for the interviews. 
D) focus groups located in major shopping centers. 
E) personal interviews of consumers visiting shopping centers. 
A) impersonal data collection methods in strip shopping malls. 
B) telephone interviews with consumers about their shopping center habits. 
C) scientifically selected individuals from the local community who agree to participate in a research study and are directed to meet at a specific shopping center for the interviews. 
D) focus groups located in major shopping centers. 
E) personal interviews of consumers visiting shopping centers.

Question 4

Mystery shoppers are people

Accepted Answer

A) hired by a firm to get legal,though not necessarily ethical,information about competitive firms. 
B) hired by a firm's employees to prove to the courts that competitors are using unfair pricing practices. 
C) hired by a customer to report on illegal or unethical practices that are regularly taking place at a particular establishment. 
D) who pose as customers to check on availability and pricing of a firm's products or services and on the quality of the customer service provided by employees. 
E) hired by law firms to check on the safety of their clients' products and the credibility of their advertising. 
A) hired by a firm to get legal,though not necessarily ethical,information about competitive firms. 
B) hired by a firm's employees to prove to the courts that competitors are using unfair pricing practices. 
C) hired by a customer to report on illegal or unethical practices that are regularly taking place at a particular establishment. 
D) who pose as customers to check on availability and pricing of a firm's products or services and on the quality of the customer service provided by employees. 
E) hired by law firms to check on the safety of their clients' products and the credibility of their advertising.

Question 5

Analyzing the data obtained during the marketing research project and presenting the results take place during which step of the five-step marketing research approach?

Accepted Answer

A) Collect relevant information. 
B) Develop findings. 
C) Take marketing actions. 
D) Plan the budget. 
E) Identify constraints. 
A) Collect relevant information. 
B) Develop findings. 
C) Take marketing actions. 
D) Plan the budget. 
E) Identify constraints.

Question 6

The last step of the marketing research approach is to

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 7

When a marketing manager is asking "what if" questions to determine how hypothetical changes in product or brand drivers can affect sales,she is performing ________ analysis.

Accepted Answer

A) a marketing 
B) an environmental 
C) a structured 
D) a query 
E) a sensitivity 
A) a marketing 
B) an environmental 
C) a structured 
D) a query 
E) a sensitivity

Question 8

Which of the following statements concerning personal observation is most accurate?

Accepted Answer

A) Personal observation is more accurate than ethnopsychic research because the observer/analyst is able to pick up subtleties in the respondent's body language,speech patterns,and facial movements that are often missed by other data collection methods. 
B) Personal observation is especially suited for small businesses that need the research data but cannot afford more expensive data collection methods. 
C) Personal observation is very effective since it can reveal not only what people do,but also effectively determine why they do it. 
D) Personal observation is both useful and flexible,but has reliability issues if different observers watching the same event report different results. 
E) With personal observation,different observers will reliably report the same conclusions when watching the same event,such as people brushing their teeth. 
A) Personal observation is more accurate than ethnopsychic research because the observer/analyst is able to pick up subtleties in the respondent's body language,speech patterns,and facial movements that are often missed by other data collection methods. 
B) Personal observation is especially suited for small businesses that need the research data but cannot afford more expensive data collection methods. 
C) Personal observation is very effective since it can reveal not only what people do,but also effectively determine why they do it. 
D) Personal observation is both useful and flexible,but has reliability issues if different observers watching the same event report different results. 
E) With personal observation,different observers will reliably report the same conclusions when watching the same event,such as people brushing their teeth.

Question 9

Watch was a teen publication given out free to high school students,but the publication was unable to deliver the response rates to coupons or sample offers that its advertisers expected.Marketing researchers for its publisher developed a research plan,gathered information from teen focus groups,analyzed the findings,and recommended replacing Watch magazine with Fuel for boys and Verve for girls.Making this change would be considered which step in the marketing research approach?

Accepted Answer

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

Question 10

After developing the research plan,the next step of the marketing research approach is to

Accepted Answer

A) develop findings. 
B) define the problem. 
C) take marketing actions. 
D) analyze the results. 
E) collect relevant information. 
A) develop findings. 
B) define the problem. 
C) take marketing actions. 
D) analyze the results. 
E) collect relevant information.

Question 11

Figure 8-4,Question 6
  
-What type of scale is the following? Indicate your degree of agreement with the following statement: "Marketing is an interesting subject" by checking one of the responses.()Strongly Agree ()Agree ()Disagree ()Strongly Disagree

Accepted Answer

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

Question 12

Two important advantages of secondary data are that they are

Accepted Answer

A) inexpensive and up-to-date. 
B) up-to-date and supply all relevant categories of information. 
C) inexpensive or free and save time. 
D) tailor-made to specifications and relatively inexpensive. 
E) highly credible and up-to-date. 
A) inexpensive and up-to-date. 
B) up-to-date and supply all relevant categories of information. 
C) inexpensive or free and save time. 
D) tailor-made to specifications and relatively inexpensive. 
E) highly credible and up-to-date.

Question 13

The Economic Research Service of the U.S.Department of Agriculture provides information on topics from how many dairies there are in the United States to how many pounds of broccoli were eaten per person in 2016.This service provides

Accepted Answer

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

Question 14

In marketing experiments,the independent variable is the ________ and the dependent variable is the

Accepted Answer

A) element that never changes;element that always changes. 
B) result;factor beyond the experimenter's control. 
C) result of an action;cause of an action. 
D) cause of an action;result of an action. 
E) element that always changes;element that never changes. 
A) element that never changes;element that always changes. 
B) result;factor beyond the experimenter's control. 
C) result of an action;cause of an action. 
D) cause of an action;result of an action. 
E) element that always changes;element that never changes.

Question 15

Figure 8-4,Question 3
  
-Another name for a closed-end question is a ________ question.

Accepted Answer

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

Question 16

________ is a vague term generally used to describe large amounts of data collected from a variety of sources and analyzed with an increasingly sophisticated set of technologies.

Accepted Answer

A) Big data 
B) Data visualization 
C) Data intelligence 
D) Data mining 
E) Data tabulation 
A) Big data 
B) Data visualization 
C) Data intelligence 
D) Data mining 
E) Data tabulation

Question 17

Research that involves trying to determine the extent to which the change in one factor changes another one 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

Figure 8-4,Question 6
  
-A(n)________ scale is one in which the respondent indicates the extent to which he or she agrees or disagrees with a statement.

Accepted Answer

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

Question 19

Nielsen collects national TV ratings by using a "people meter." This is a box that is attached to televisions,DVRs,cable boxes,and satellite dishes in about 30,000 households across the country;has a remote control that is used to indicate when a viewer begins and finishes watching a TV program;and stores and then transmits the viewing information to Nielsen each night.The information Nielsen is collecting is referred to as

Accepted Answer

A) internal secondary data. 
B) interactive industry data. 
C) sensitivity data. 
D) external secondary data. 
E) observational data. 
A) internal secondary data. 
B) interactive industry data. 
C) sensitivity data. 
D) external secondary data. 
E) observational data.

Question 20

Figure 8-8
  
-Figure 8-8 above depicts which type of statistical forecasting (lineA)?

Accepted Answer

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

Exam 8: Marketing Research: From Customer Insights to Actions

"Do you eat at fast-food restaurants regularly? Yes or No" is worded poorly because the word "regularly" makes it ________ question.

Secondary data are the

Mall intercept interviews refer to

Mystery shoppers are people

Analyzing the data obtained during the marketing research project and presenting the results take place during which step of the five-step marketing research approach?

The last step of the marketing research approach is to

When a marketing manager is asking "what if" questions to determine how hypothetical changes in product or brand drivers can affect sales,she is performing ________ analysis.

Which of the following statements concerning personal observation is most accurate?

After developing the research plan,the next step of the marketing research approach is to

Figure 8-4,Question 6 -What type of scale is the following? Indicate your degree of agreement with the following statement: "Marketing is an interesting subject" by checking one of the responses.()Strongly Agree ()Agree ()Disagree ()Strongly Disagree

Two important advantages of secondary data are that they are

The Economic Research Service of the U.S.Department of Agriculture provides information on topics from how many dairies there are in the United States to how many pounds of broccoli were eaten per person in 2016.This service provides

In marketing experiments,the independent variable is the ________ and the dependent variable is the

Figure 8-4,Question 3 -Another name for a closed-end question is a ________ question.

________ is a vague term generally used to describe large amounts of data collected from a variety of sources and analyzed with an increasingly sophisticated set of technologies.

Research that involves trying to determine the extent to which the change in one factor changes another one is referred to as

Figure 8-4,Question 6 -A(n)________ scale is one in which the respondent indicates the extent to which he or she agrees or disagrees with a statement.

Figure 8-8 -Figure 8-8 above depicts which type of statistical forecasting (lineA)?

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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