Question 1

In which step of the research process is it crucial that marketers be clear on the purpose of the research?

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 2

When Karsh and Hagan Advertising Agency uses information found in the Nielsen Television Index Ranking Report published by Nielsen to plan television advertising schedules for its clients, it is relying on __________ data.

Accepted Answer

A) neuromarketing 
B) primary 
C) internal secondary 
D) observational 
E) external secondary 
A) neuromarketing 
B) primary 
C) internal secondary 
D) observational 
E) external secondary

Question 3

Jeff Gerst, who manages the Carmex social media properties, says, "For Carmex, Facebook isn't just a way to share coupons or the latest product news, but it is also a marketing research resource." One objective in the marketing research he undertook using Facebook involved

Accepted Answer

A) assessing the market for its new hand cream product. 
B) projecting the market size for the Carmex Moisture Plus line of premium lip balms for women. 
C) assessing the market for Carmex products outside the United States in countries where Facebook is active. 
D) evaluating the effectiveness of integrating Carmex Facebook promotions with traditional Carmex promotions. 
E) narrowing the number of flavors going into quantitative testing from three to two. 
A) assessing the market for its new hand cream product. 
B) projecting the market size for the Carmex Moisture Plus line of premium lip balms for women. 
C) assessing the market for Carmex products outside the United States in countries where Facebook is active. 
D) evaluating the effectiveness of integrating Carmex Facebook promotions with traditional Carmex promotions. 
E) narrowing the number of flavors going into quantitative testing from three to two.

Question 4

Considering the five-step marketing research approach leading to marketing actions, lessons learned from past research mistakes

Accepted Answer

A) are fed back at the end of Step 5. 
B) are used to develop the research plan. 
C) are a form of primary research. 
D) are used to develop findings. 
E) are fed back to improve each of the steps. 
A) are fed back at the end of Step 5. 
B) are used to develop the research plan. 
C) are a form of primary research. 
D) are used to develop findings. 
E) are fed back to improve each of the steps.

Question 5

Decision making is the act of

Accepted Answer

A) consciously choosing from among alternatives. 
B) consciously choosing an action that doesn't involve risk. 
C) subjectively selecting from a subset of positive alternatives. 
D) subconsciously selecting the alternative that is most consistent with one's personal beliefs. 
E) objectively selecting the most financially sound decision among two or more alternatives. 
A) consciously choosing from among alternatives. 
B) consciously choosing an action that doesn't involve risk. 
C) subjectively selecting from a subset of positive alternatives. 
D) subconsciously selecting the alternative that is most consistent with one's personal beliefs. 
E) objectively selecting the most financially sound decision among two or more alternatives.

Question 6

Many consumers buy soft drinks and potato chips together when they shop at a grocery, convenience, or mass merchandiser store. But when querying its marketing information system (MIS), one convenience store discovered that when consumers bought a sandwich, many also purchased toothpaste. This information was obtained from checkout scanner data from its stores nationwide. This convenience store used __________ to extract this hidden information from its MIS to find the statistical link between the two product categories.

Accepted Answer

A) linear trend extrapolation 
B) heuristic modeling 
C) data mining 
D) descriptive research 
E) RFID data 
A) linear trend extrapolation 
B) heuristic modeling 
C) data mining 
D) descriptive research 
E) RFID data

Question 7

Movie studios use market research to reduce their risk of losses by hiring firms such as the National Research Group to conduct test screenings and tracking studies. Often, 300 to 400 prospective moviegoers are recruited to attend a sneak preview of a film before its release. After viewing the movie, the audience completes a survey to

Accepted Answer

A) evaluate the quality of directing and producing. 
B) critique the title, plot, and characters. 
C) rate the performances of the individual actors and actresses. 
D) recall specific details of the plot and dialogue. 
E) compare the final film with the original script. 
A) evaluate the quality of directing and producing. 
B) critique the title, plot, and characters. 
C) rate the performances of the individual actors and actresses. 
D) recall specific details of the plot and dialogue. 
E) compare the final film with the original script.

Question 8

"Why do you smoke cigarettes?" is an example of which type of 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 9

Observing people and asking them questions are the two principal ways to obtain

Accepted Answer

A) external secondary data. 
B) internal secondary data. 
C) primary data. 
D) experimental independent variables. 
E) nonprobability data. 
A) external secondary data. 
B) internal secondary data. 
C) primary data. 
D) experimental independent variables. 
E) nonprobability data.

Question 10

What is data mining and why is it used in marketing research?

Accepted Answer

Data mining is the extraction

Question 11

Primary data refer to

Accepted Answer

A) facts and figures that are newly collected for a project at hand. 
B) facts and figures that have already been recorded before 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 are newly collected for a project at hand. 
B) facts and figures that have already been recorded before 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 12

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 13

The Minnesota Twins, a professional baseball team, wanted to develop creative ways to boost sagging attendance at ball games. The Twins hired a moderator who, after every home game during the month of July, led informal discussions with groups of 6 to 10 fans to find out what they did and did not like about the baseball team and their experience at the stadium. Discussions were videotaped for later review. These informal research sessions are called

Accepted Answer

A) experiments. 
B) secondary data. 
C) focus groups. 
D) panels. 
E) depth interviews. 
A) experiments. 
B) secondary data. 
C) focus groups. 
D) panels. 
E) depth interviews.

Question 14

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 15

A __________ is a sample of consumers or stores from which researchers take a series of measurements.

Accepted Answer

A) representative group 
B) jury of executive opinion 
C) panel 
D) survey of experts 
E) focus group 
A) representative group 
B) jury of executive opinion 
C) panel 
D) survey of experts 
E) focus group

Question 16

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 17

The field of marketing that studies the brain and its response to marketing stimuli is referred to as

Accepted Answer

A) extrapolation. 
B) hypothesizing. 
C) neuromarketing. 
D) deduction. 
E) conjecture. 
A) extrapolation. 
B) hypothesizing. 
C) neuromarketing. 
D) deduction. 
E) conjecture.

Question 18

Which of the following statements concerning marketing research is most accurate?

Accepted Answer

A) The primary purpose of marketing research is to collect data for historical purposes. 
B) When collecting marketing research, people may be reluctant to tell you what you want to know. 
C) Marketing research, if done properly, will always result in a positive marketing result. 
D) People are just as able to give accurate information about products they have only heard about as those they have actually used. 
E) Among those people who participate in market research studies, there is an almost perfect correlation between a respondent's stated intentions and his/her actual buying behavior. 
A) The primary purpose of marketing research is to collect data for historical purposes. 
B) When collecting marketing research, people may be reluctant to tell you what you want to know. 
C) Marketing research, if done properly, will always result in a positive marketing result. 
D) People are just as able to give accurate information about products they have only heard about as those they have actually used. 
E) Among those people who participate in market research studies, there is an almost perfect correlation between a respondent's stated intentions and his/her actual buying behavior.

Question 19

Briefly explain the difference between a direct forecast and a lost-horse forecast.

Accepted Answer

A direct forecast involves estimating th

Question 20

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

Exam 8: Marketing Research: From Customer Insights to Actions

In which step of the research process is it crucial that marketers be clear on the purpose of the research?

When Karsh and Hagan Advertising Agency uses information found in the Nielsen Television Index Ranking Report published by Nielsen to plan television advertising schedules for its clients, it is relying on __________ data.

Jeff Gerst, who manages the Carmex social media properties, says, "For Carmex, Facebook isn't just a way to share coupons or the latest product news, but it is also a marketing research resource." One objective in the marketing research he undertook using Facebook involved

Considering the five-step marketing research approach leading to marketing actions, lessons learned from past research mistakes

Decision making is the act of

"Why do you smoke cigarettes?" is an example of which type of question?

Observing people and asking them questions are the two principal ways to obtain

What is data mining and why is it used in marketing research?

Primary data refer to

In marketing experiments, the independent variable is the __________ and the dependent variable is the __________.

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

A __________ is a sample of consumers or stores from which researchers take a series of measurements.

Two important advantages of secondary data are that they are

The field of marketing that studies the brain and its response to marketing stimuli is referred to as

Which of the following statements concerning marketing research is most accurate?

Briefly explain the difference between a direct forecast and a lost-horse forecast.

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

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

Filters

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