Question 1

A survey of buyers' intentions forecast involves

Accepted Answer

A) 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. 
B) making decisions without any intervening steps. 
C) asking prospective customers if they are likely to buy the product during some future time period. 
D) asking the firm's salespeople to estimate sales during a coming period. 
E) selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect. 
A) 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. 
B) making decisions without any intervening steps. 
C) asking prospective customers if they are likely to buy the product during some future time period. 
D) asking the firm's salespeople to estimate sales during a coming period. 
E) selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect.

Question 2

Facts and figures obtained by watching, either mechanically or in person, how people actually behave are referred to as __________ data.

Accepted Answer

A) inspection 
B) hypothetical 
C) primary source 
D) observational 
E) eyewitness 
A) inspection 
B) hypothetical 
C) primary source 
D) observational 
E) eyewitness

Question 3

"What is your favorite thing about Target?" followed by several lines for a response is an example of which type of marketing research question?

Accepted Answer

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

Question 4

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 5

Specifying constraints, identifying data needed for marketing actions, and determining how to collect data, would all take place 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 6

A marketing research approach that uses a discussion leader to interview 6 to 10 past, present, or prospective customers simultaneously is referred to as

Accepted Answer

A) a depth interview. 
B) data mining. 
C) a research team. 
D) a focused interview. 
E) a focus group. 
A) a depth interview. 
B) data mining. 
C) a research team. 
D) a focused interview. 
E) a focus group.

Question 7

Set during the marketing research process, __________ are the specific, measurable goals the decision maker seeks to achieve in conducting the marketing research.

Accepted Answer

A) measures of success 
B) research constraints 
C) marketing research plans 
D) hypothetical scenarios 
E) research objectives 
A) measures of success 
B) research constraints 
C) marketing research plans 
D) hypothetical scenarios 
E) research objectives

Question 8

Semantic differential and Likert are question types that use

Accepted Answer

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

Question 9

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 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. 
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 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.

Question 10

In marketing research, the term sampling refers to

Accepted Answer

A) testing the effectiveness of a marketing alternative in a supervised setting. 
B) the collection of various secondary data through electronic or mechanical means. 
C) allowing a subject to experience firsthand a new or updated product or service. 
D) selecting representative elements from a population and treating their answers as typical of all those in whom they are interested. 
E) testing members from all ages, both genders, and different levels of income and education to guarantee reliable information. 
A) testing the effectiveness of a marketing alternative in a supervised setting. 
B) the collection of various secondary data through electronic or mechanical means. 
C) allowing a subject to experience firsthand a new or updated product or service. 
D) selecting representative elements from a population and treating their answers as typical of all those in whom they are interested. 
E) testing members from all ages, both genders, and different levels of income and education to guarantee reliable information.

Question 11

The Internet sites for The Wall Street Journal, CNBC, and Fox Business

Accepted Answer

A) sell information on trade activity collected by the U.S. government. 
B) are portals to all government websites that can be found by topic or keyword. 
C) provide information in online databases and an index of blogs by primary topic. 
D) are the most popular online portals in which to enter keywords or topics for specific searches. 
E) provide up-to-the-minute business news and video clips about companies, industries, and trends. 
A) sell information on trade activity collected by the U.S. government. 
B) are portals to all government websites that can be found by topic or keyword. 
C) provide information in online databases and an index of blogs by primary topic. 
D) are the most popular online portals in which to enter keywords or topics for specific searches. 
E) provide up-to-the-minute business news and video clips about companies, industries, and trends.

Question 12

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 20 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 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 13

How do movie studios use marketing research?

Accepted Answer

Studios producing and marketing films em

Question 14

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 15

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 16

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 17

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 18

All of the following are examples of marketing outcome data except

Accepted Answer

A) customer phone calls. 
B) repeat sales reports. 
C) accounting records. 
D) salespeople's call reports. 
E) sales reports by geographic region. 
A) customer phone calls. 
B) repeat sales reports. 
C) accounting records. 
D) salespeople's call reports. 
E) sales reports by geographic region.

Question 19

Two important disadvantages of secondary data are that they are

Accepted Answer

A) inexpensive and up-to-date. 
B) not up-to-date and not specific enough for the project. 
C) low cost and save time. 
D) tailor-made to specifications and out of date. 
E) costly and time-consuming. 
A) inexpensive and up-to-date. 
B) not up-to-date and not specific enough for the project. 
C) low cost and save time. 
D) tailor-made to specifications and out of date. 
E) costly and time-consuming.

Question 20

In a question that was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers, only yes or no answers were allowed. This illustrates which type of question format?

Accepted Answer

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

Exam 8: Marketing Research: From Customer Insights to Actions

A survey of buyers' intentions forecast involves

Facts and figures obtained by watching, either mechanically or in person, how people actually behave are referred to as __________ data.

"What is your favorite thing about Target?" followed by several lines for a response is an example of which type of marketing research question?

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

Specifying constraints, identifying data needed for marketing actions, and determining how to collect data, would all take place during which step of the five-step marketing research approach?

A marketing research approach that uses a discussion leader to interview 6 to 10 past, present, or prospective customers simultaneously is referred to as

Set during the marketing research process, __________ are the specific, measurable goals the decision maker seeks to achieve in conducting the marketing research.

Semantic differential and Likert are question types that use

Mystery shoppers are people

In marketing research, the term sampling refers to

The Internet sites for The Wall Street Journal, CNBC, and Fox Business

How do movie studios use marketing research?

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

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

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

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

All of the following are examples of marketing outcome data except

Two important disadvantages of secondary data are that they are

In a question that was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers, only yes or no answers were allowed. This 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

Financial Aspects of Marketing

Building an Effective Marketing Plan

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