Question 1

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

Accepted Answer

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

Question 2

A publishing company sponsors an informal one-time-only session with seven college instructors who use a given principles of management textbook. The instructors meet with a moderator who asks their opinions about the textbook, its instructor's manual, its PowerPoint slides, and its video and written cases. This is an example of

Accepted Answer

A) a jury of executive thought. 
B) a consumer panel. 
C) an information forum. 
D) a focus group. 
E) a depth interview. 
A) a jury of executive thought. 
B) a consumer panel. 
C) an information forum. 
D) a focus group. 
E) a depth interview. D

Question 3

In evaluating whether its Facebook and Twitter social media programs are working well, Carmex considered using various marketing metrics. One metric it chose was __________, which provides the percentages of Internet Carmex mentions that are positive, neutral, or negative.

Accepted Answer

A) Carmex Twitter followers 
B) Carmex conversation velocity 
C) Carmex sentiment 
D) Carmex Facebook likers (or Fans or likes) 
E) Carmex share of voice 
A) Carmex Twitter followers 
B) Carmex conversation velocity 
C) Carmex sentiment 
D) Carmex Facebook likers (or Fans or likes) 
E) Carmex share of voice C

Question 4

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 5

All of the following are idea evaluation methods except

Accepted Answer

A) a mail survey. 
B) an online survey. 
C) a focus group. 
D) a telephone survey. 
E) an e-mail survey. 
A) a mail survey. 
B) an online survey. 
C) a focus group. 
D) a telephone survey. 
E) an e-mail survey.

Question 6

Considering the two main types of data, if facts and figures have already been recorded before a project begins, which type of data is being used?

Accepted Answer

A) compound data 
B) secondary data 
C) tertiary data 
D) primary data 
E) nonprobability data 
A) compound data 
B) secondary data 
C) tertiary data 
D) primary data 
E) nonprobability data

Question 7

Two key elements in deciding how to collect marketing data are

Accepted Answer

A) concepts and notions. 
B) concepts and methods. 
C) constraints and hypotheses. 
D) terms and constraints. 
E) terms and hypotheses. 
A) concepts and notions. 
B) concepts and methods. 
C) constraints and hypotheses. 
D) terms and constraints. 
E) terms and hypotheses.

Question 8

Three frequently used sales forecasting techniques are: (1) judgments of the decision maker; (2) surveys of knowledgeable groups; and (3) __________.

Accepted Answer

A) heuristic prognostications 
B) customer contracts 
C) trade association experts 
D) statistical methods 
E) empirical studies 
A) heuristic prognostications 
B) customer contracts 
C) trade association experts 
D) statistical methods 
E) empirical studies

Question 9

The U.S. Census Bureau website

Accepted Answer

A) is a repository of information on U.S. business, economic, and trade activity collected by the federal government. 
B) is a portal to all government websites that can be found by topic or keyword. 
C) provides up-to-the-minute business news and security prices plus research reports of companies, industries, and countries. 
D) is the most popular Internet portal to enter keywords or topics for specific searches. 
E) accesses information in online databases and blogs by primary topic. 
A) is a repository of information on U.S. business, economic, and trade activity collected by the federal government. 
B) is a portal to all government websites that can be found by topic or keyword. 
C) provides up-to-the-minute business news and security prices plus research reports of companies, industries, and countries. 
D) is the most popular Internet portal to enter keywords or topics for specific searches. 
E) accesses information in online databases and blogs by primary topic.

Question 10

Once a market researcher has defined the problem, developed the research plan, and collected the relevant information, what is the next step in the five-step marketing research approach?

Accepted Answer

A) Set budgets. 
B) Determine target market. 
C) Take marketing actions. 
D) Develop findings. 
E) Determine if there is a planning gap between desired findings and actual findings. 
A) Set budgets. 
B) Determine target market. 
C) Take marketing actions. 
D) Develop findings. 
E) Determine if there is a planning gap between desired findings and actual findings.

Question 11

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 t

Question 12

The total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts is referred to as the

Accepted Answer

A) prognostication. 
B) sales forecast. 
C) guesstimate. 
D) marketing intuition. 
E) market potential. 
A) prognostication. 
B) sales forecast. 
C) guesstimate. 
D) marketing intuition. 
E) market potential.

Question 13

A collection of databases that store, organize, and manage data sources is called a

Accepted Answer

A) data vault. 
B) data depot. 
C) data storehouse. 
D) data warehouse. 
E) data stockroom. 
A) data vault. 
B) data depot. 
C) data storehouse. 
D) data warehouse. 
E) data stockroom.

Question 14

There are three key elements when defining a marketing research problem. One of these is

Accepted Answer

A) specify constraints. 
B) set the research objectives. 
C) determine how to report the findings. 
D) evaluate previous research results. 
E) identify data needed for marketing actions. 
A) specify constraints. 
B) set the research objectives. 
C) determine how to report the findings. 
D) evaluate previous research results. 
E) identify data needed for marketing actions.

Question 15

The most common way of collecting questionnaire data to generate ideas that involves a single researcher asking questions of one respondent is referred to as

Accepted Answer

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

Question 16

In a question that was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers, respondents were encouraged to express opinions and ideas. This question 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

Question 17

According to research conducted by Canadian cultural anthropologists, Canadians place a high importance on personal relationships. This leads them to be extremely reluctant to buy through an impersonal medium like a telephone. For an insurance company that was hoping to sell insurance through telemarketers, this research would be an example of

Accepted Answer

A) internal secondary data. 
B) a constraint. 
C) an assumption. 
D) a dependent variable. 
E) external secondary data. 
A) internal secondary data. 
B) a constraint. 
C) an assumption. 
D) a dependent variable. 
E) external secondary data.

Question 18

A special kind of individual interview in which researchers ask lengthy, free-flowing kinds of questions to probe for underlying ideas and feelings is called a

Accepted Answer

A) focus group. 
B) discovery interview. 
C) probing interview. 
D) guided interview. 
E) depth interview. 
A) focus group. 
B) discovery interview. 
C) probing interview. 
D) guided interview. 
E) depth interview.

Question 19

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

Accepted Answer

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

Question 20

Part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers seeks details about personal and household demographic characteristics. Such questions help Wendy's to

Accepted Answer

A) know if children eat at its restaurants. 
B) understand the needs and wants of potential customers. 
C) segment the fast-food market. 
D) know how much people earn so it knows whether it should take credit cards for purchases. 
E) send these respondents coupons for the products that would appeal to them most. 
A) know if children eat at its restaurants. 
B) understand the needs and wants of potential customers. 
C) segment the fast-food market. 
D) know how much people earn so it knows whether it should take credit cards for purchases. 
E) send these respondents coupons for the products that would appeal to them most.

Exam 8: Marketing Research: From Customer Insights to Actions

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

In evaluating whether its Facebook and Twitter social media programs are working well, Carmex considered using various marketing metrics. One metric it chose was __________, which provides the percentages of Internet Carmex mentions that are positive, neutral, or negative.

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

All of the following are idea evaluation methods except

Considering the two main types of data, if facts and figures have already been recorded before a project begins, which type of data is being used?

Two key elements in deciding how to collect marketing data are

Three frequently used sales forecasting techniques are: (1) judgments of the decision maker; (2) surveys of knowledgeable groups; and (3) __________.

The U.S. Census Bureau website

Once a market researcher has defined the problem, developed the research plan, and collected the relevant information, what is the next step in the five-step marketing research approach?

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

The total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts is referred to as the

A collection of databases that store, organize, and manage data sources is called a

There are three key elements when defining a marketing research problem. One of these is

The most common way of collecting questionnaire data to generate ideas that involves a single researcher asking questions of one respondent is referred to as

In a question that was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers, respondents were encouraged to express opinions and ideas. This question illustrates which type of question format?

A special kind of individual interview in which researchers ask lengthy, free-flowing kinds of questions to probe for underlying ideas and feelings is called a

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

Part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers seeks details about personal and household demographic characteristics. Such questions help Wendy's to

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

Financial Aspects of Marketing

Building an Effective Marketing Plan

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