Question 1

What is neuromarketing? What does it do? Why is it important to marketers?

Accepted Answer

Neuromarketing was developed by Martin L

Question 2

Filmmakers want movie titles that use the same factors that make a good brand name. They must be short, memorable, appealing to consumers, and

Accepted Answer

A) creative. 
B) familiar. 
C) have no legal restrictions. 
D) alliterative. 
E) easy to remember. 
A) creative. 
B) familiar. 
C) have no legal restrictions. 
D) alliterative. 
E) easy to remember.

Question 3

What kind of question is the following? "Place an 'X' in the space that describes your feelings about this test." Easy __ __ __ __ __ Difficult

Accepted Answer

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

Question 4

Where it is desirable for the interviewer to be flexible in asking probing follow-up questions, data would be best collected using

Accepted Answer

A) mail surveys. 
B) mechanical observations. 
C) fax surveys. 
D) individual interviews. 
E) online surveys. 
A) mail surveys. 
B) mechanical observations. 
C) fax surveys. 
D) individual interviews. 
E) online surveys.

Question 5

A disadvantage of a __________ is that the marketing research firm needs to recruit new members continually to replace those who drop out.

Accepted Answer

A) representative group 
B) mall intercept interviews 
C) focus group 
D) survey of experts 
E) panel 
A) representative group 
B) mall intercept interviews 
C) focus group 
D) survey of experts 
E) panel

Question 6

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 7

When Procter & Gamble acquired the Old Spice brand, it decided to reposition the brand by using a different advertising message to see whether its sales would increase. The new advertising message is the __________ in this marketing experiment.

Accepted Answer

A) dependent variable 
B) extraneous variable 
C) constraint 
D) independent variable 
E) error variable 
A) dependent variable 
B) extraneous variable 
C) constraint 
D) independent variable 
E) error variable

Question 8

Children's accessory and toy store Red Carpet Baby! uses U.S. Census Bureau information to determine the number of families with children under age 5 for each state in its market area. Data obtained from this source are called

Accepted Answer

A) proprietary data. 
B) primary data. 
C) secondary data. 
D) observational data. 
E) experimental data. 
A) proprietary data. 
B) primary data. 
C) secondary data. 
D) observational data. 
E) experimental data.

Question 9

Research and media firm Youth Culture publishes Watch magazine, a teen publication distributed free to high school students. Unfortunately, the publication was unable to gauge whether it was meeting the needs of its audience. Youth Culture handed out surveys to learn how students felt about the publication. Feedback indicated teen boys and girls were demanding very different things from the publication. This feedback was gleaned from __________ data.

Accepted Answer

A) questionnaire 
B) internal secondary 
C) external secondary 
D) observational 
E) promotional sales 
A) questionnaire 
B) internal secondary 
C) external secondary 
D) observational 
E) promotional sales

Question 10

In the world of marketing, __________ are ideas about products or services.

Accepted Answer

A) theories 
B) notions 
C) perceptions 
D) impressions 
E) concepts 
A) theories 
B) notions 
C) perceptions 
D) impressions 
E) concepts

Question 11

Evaluating the results of a marketing decision involves

Accepted Answer

A) asking prospective customers if they are likely to buy the product during a specified future time period. 
B) requesting the firm's salespeople to estimate sales during a coming period. 
C) collecting data from marketing experts about changes in the environment. 
D) collecting projections from all regional sales managers and making projections based on a region-to-region basis. 
E) monitoring the marketplace to determine if action is necessary in the future. 
A) asking prospective customers if they are likely to buy the product during a specified future time period. 
B) requesting the firm's salespeople to estimate sales during a coming period. 
C) collecting data from marketing experts about changes in the environment. 
D) collecting projections from all regional sales managers and making projections based on a region-to-region basis. 
E) monitoring the marketplace to determine if action is necessary in the future.

Question 12

The first step of the marketing research approach is to

Accepted Answer

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

Question 13

Measures of success refers to

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 14

Setting research objectives 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 15

Briefly explain what a marketing driver is. Give three examples.

Accepted Answer

A marketing driver is a factor that infl

Question 16

Best Western International, Inc., a national hotel chain, paid couples to film themselves as they spent three to seven days on a cross-country trip. Best Western found that women usually decide when to pull off the road, where to stay overnight, and what amenities the lodging should have to make their stay more enjoyable. These couples made choices in a typical environment, providing __________ research to Best Western.

Accepted Answer

A) secondary 
B) developmental 
C) alternative 
D) ethnographic 
E) focus group 
A) secondary 
B) developmental 
C) alternative 
D) ethnographic 
E) focus group

Question 17

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 18

As marketing vice president of Health Care Services, Inc., you must test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory. Which experiment will do this best?

Accepted Answer

A) Create an incentive program for your salesforce based upon individual performance. Use increases in customer satisfaction as your dependent variable and increases in sales performance as your independent variable. 
B) Select three degrees of service health care (poor, good, average) as your independent variable and measure customer responses for each grade using the same number of sales representatives in each territory as your dependent variable. 
C) Create an incentive program for your salesforce based upon individual performance. Use increases in customer satisfaction as your independent variable and increases in sales performance as your dependent variable. 
D) Use a different number of salespeople in three different sales territories as your independent variable and changes in sales of health care services as the dependent variable. 
E) Create an incentive program for your salesforce based upon team performance. Use increases in customer satisfaction as your independent variable and increases in sales performance for the team as your dependent variable. 
A) Create an incentive program for your salesforce based upon individual performance. Use increases in customer satisfaction as your dependent variable and increases in sales performance as your independent variable. 
B) Select three degrees of service health care (poor, good, average) as your independent variable and measure customer responses for each grade using the same number of sales representatives in each territory as your dependent variable. 
C) Create an incentive program for your salesforce based upon individual performance. Use increases in customer satisfaction as your independent variable and increases in sales performance as your dependent variable. 
D) Use a different number of salespeople in three different sales territories as your independent variable and changes in sales of health care services as the dependent variable. 
E) Create an incentive program for your salesforce based upon team performance. Use increases in customer satisfaction as your independent variable and increases in sales performance for the team as your dependent variable.

Question 19

Several years ago, SwissAir made some unwise investments to pay for a planned expansion. As a result, the company had to make some cost-cutting moves that alienated its customers. Eventually, the company declared bankruptcy, regrouped, and found itself able to resume business. Its board of directors recently announced that the company would resume flying if it could prove that the airline could regain at least 75 percent of its lost customers. It decided to allocate $50,000 to determine the likelihood that its former customers would fly on the airline again and find methods requiring little or no money that could be used to increase that probability. This description represents which step in the 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

All of the following are challenges marketers face when conducting marketing research except whether

Accepted Answer

A) consumers' actual purchase behaviors will match their stated interests or intentions. 
B) consumers will reveal honest answers to questions about personal or status issues. 
C) consumers will buy the same brand they say they will. 
D) consumers will accept a small gratuity for participating in a market research study for a new or existing product. 
E) consumers will really know whether they are likely to buy a new product that they have never thought about before. 
A) consumers' actual purchase behaviors will match their stated interests or intentions. 
B) consumers will reveal honest answers to questions about personal or status issues. 
C) consumers will buy the same brand they say they will. 
D) consumers will accept a small gratuity for participating in a market research study for a new or existing product. 
E) consumers will really know whether they are likely to buy a new product that they have never thought about before.

Exam 8: Marketing Research: From Customer Insights to Actions

What is neuromarketing? What does it do? Why is it important to marketers?

Filmmakers want movie titles that use the same factors that make a good brand name. They must be short, memorable, appealing to consumers, and

What kind of question is the following? "Place an 'X' in the space that describes your feelings about this test." Easy __ __ __ __ __ Difficult

Where it is desirable for the interviewer to be flexible in asking probing follow-up questions, data would be best collected using

A disadvantage of a __________ is that the marketing research firm needs to recruit new members continually to replace those who drop out.

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

When Procter & Gamble acquired the Old Spice brand, it decided to reposition the brand by using a different advertising message to see whether its sales would increase. The new advertising message is the __________ in this marketing experiment.

Children's accessory and toy store Red Carpet Baby! uses U.S. Census Bureau information to determine the number of families with children under age 5 for each state in its market area. Data obtained from this source are called

In the world of marketing, __________ are ideas about products or services.

Evaluating the results of a marketing decision involves

The first step of the marketing research approach is to

Measures of success refers to

Setting research objectives occurs during which step of the five-step marketing research approach?

Briefly explain what a marketing driver is. Give three examples.

Secondary data are the

As marketing vice president of Health Care Services, Inc., you must test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory. Which experiment will do this best?

All of the following are challenges marketers face when conducting marketing research except whether

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

What kind of question is the following? "Place an 'X' in the space that describes your feelings about this test." Easy __ Difficult