Question 1

National TV ratings,published by the Nielsen Company,are an example of __________ data.

Accepted Answer

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

Question 2

Figure 8-3
-Figure 8-3 above shows the top five prime-time broadcast TV shows during a recent May sweeps week.Advertisers like Sears use the Nielsen Television Ranking Index Report from the Nielsen Company to identify the ratings of the top TV programs so they can make informed advertising media purchase decisions.Which TV program would you expect Sears to pay the most for,presuming its demographics meet those of its target audience?

Accepted Answer

A)  American Idol-Thursday 
B)  American Idol-Wednesday 
C)  NCIS 
D)  Dancing with the Stars-Results 
E)  The Mentalist 
A)  American Idol-Thursday 
B)  American Idol-Wednesday 
C)  NCIS 
D)  Dancing with the Stars-Results 
E)  The Mentalist

Question 3

advantage of using a panel of consumers for marketing research is

Accepted Answer

A)  the discussion leader can help change negative panel responses into positive ones. 
B)  the company can find out if consumers change their purchasing behavior over time. 
C)  panel members often help each other by bringing up ideas for discussion that others didn't initially think of but that were important to them. 
D)  there will usually be one panel member who dominates the discussion and helps keep the conversation focused. 
E)  panel members are highly defined demographically, so it is relatively simple to replace an individual member without losing continuity. 
A)  the discussion leader can help change negative panel responses into positive ones. 
B)  the company can find out if consumers change their purchasing behavior over time. 
C)  panel members often help each other by bringing up ideas for discussion that others didn't initially think of but that were important to them. 
D)  there will usually be one panel member who dominates the discussion and helps keep the conversation focused. 
E)  panel members are highly defined demographically, so it is relatively simple to replace an individual member without losing continuity.

Question 4

Published data from outside the organization are referred to as __________ data.

Accepted Answer

A)  proprietary 
B)  external primary 
C)  internal secondary 
D)  internal primary 
E)  external secondary 
A)  proprietary 
B)  external primary 
C)  internal secondary 
D)  internal primary 
E)  external secondary

Question 5

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

Accepted Answer

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

Question 6

Marketing Research Method Photo B
-Consider the Marketing Research Method Photo B above.What type of primary research method is MOST LIKELY being used by the researcher?

Accepted Answer

A)  individual interview 
B)  ethnographic research 
C)  a focus group 
D)  observation 
E)  data mining 
A)  individual interview 
B)  ethnographic research 
C)  a focus group 
D)  observation 
E)  data mining

Question 7

key elements in deciding how to collect marketing data are __________ and __________.

Accepted Answer

A)  concepts; notions 
B)  concepts; methods 
C)  notions; hypotheses 
D)  perceptions; impressions 
E)  methods; theories 
A)  concepts; notions 
B)  concepts; methods 
C)  notions; hypotheses 
D)  perceptions; impressions 
E)  methods; theories

Question 8

Figure 8-5
-Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions.What does "D" represent?

Accepted Answer

A)  external data sources 
B)  results 
C)  data warehouse 
D)  internal data sources 
E)  buying queries 
A)  external data sources 
B)  results 
C)  data warehouse 
D)  internal data sources 
E)  buying queries

Question 9

Marketing teams must be vigilant in looking for ways to improve the analysis and results in order to learn lessons that might apply to future marketing research efforts.Evaluating the effectiveness of a marketing decision involves

Accepted Answer

A)  asking prospective customers if they are likely to buy the product during some future time period. 
B)  requesting the firm's salespeople to estimate sales during a coming period. 
C)  determining if the marketing research and analysis used to develop the recommendations was effective. 
D)  collecting projections from all regional sales managers and making projections based on a region to region basis. 
E)  monitoring the marketplace to determine what actions are necessary in the future. 
A)  asking prospective customers if they are likely to buy the product during some future time period. 
B)  requesting the firm's salespeople to estimate sales during a coming period. 
C)  determining if the marketing research and analysis used to develop the recommendations was effective. 
D)  collecting projections from all regional sales managers and making projections based on a region to region basis. 
E)  monitoring the marketplace to determine what actions are necessary in the future.

Question 10

Outdoor sign makers are trying hard to stay relevant as the era of targeted mobile advertising approaches,and their latest move is to add scent.In Morresville,NC,a billboard has been erected that,for parts of the day,emits the smell of grilling steak.The scent component of the sign operates during prime commute times.It was designed by ScentAir,whose spokesperson described the aroma as,"a blend of black pepper and kind of a charcoal grilling that smells like grilled meat with a nice pepper run on it." This is an example of

Accepted Answer

A)  extrapolation. 
B)  supposition. 
C)  implication. 
D)  neuromarketing. 
E)  conjecture. 
A)  extrapolation. 
B)  supposition. 
C)  implication. 
D)  neuromarketing. 
E)  conjecture.

Question 11

There are three actions a marketing manager must take in the final step of the five-step marketing research approach.What are they?

Accepted Answer

The three actions a marketing manager mu

Question 12

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 13

Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30,a great deal of information was gathered from a sample of women to determine what types of items should be carried,the image of the store,its advertising,etc.Which of the following is an example of an open-ended question that might have been asked in the survey?

Accepted Answer

A)  "Do you wear a dress larger than size 12?" 
B)  "How old are you?" 
C)  "Would you shop at a store that only sold plus-size clothing?" 
D)  "Why do you wear that particular fashion style?" 
E)  "Do you think the stores should use bright- or subtle-colored fixtures?" 
A)  "Do you wear a dress larger than size 12?" 
B)  "How old are you?" 
C)  "Would you shop at a store that only sold plus-size clothing?" 
D)  "Why do you wear that particular fashion style?" 
E)  "Do you think the stores should use bright- or subtle-colored fixtures?"

Question 14

marketing metric determines whether a TV program like American Idol remains on the Fox broadcast TV network?

Accepted Answer

A)  appeal 
B)  cost per ad 
C)  rating 
D)  poll 
E)  frequency 
A)  appeal 
B)  cost per ad 
C)  rating 
D)  poll 
E)  frequency

Question 15

Information technology refers to

Accepted Answer

A)  any information derived from a nonpersonal source. 
B)  operating computer networks that can store and process data. 
C)  any hardware used in collecting information to be used in market research such as scanners, telephones, voting machines, etc. 
D)  any activity that uses some form of electronic communication in the inventory, exchange, advertisement, distribution, and payment of goods and services. 
E)  the inventions or innovations from applied science or engineering research. 
A)  any information derived from a nonpersonal source. 
B)  operating computer networks that can store and process data. 
C)  any hardware used in collecting information to be used in market research such as scanners, telephones, voting machines, etc. 
D)  any activity that uses some form of electronic communication in the inventory, exchange, advertisement, distribution, and payment of goods and services. 
E)  the inventions or innovations from applied science or engineering research.

Question 16

Facts and figures that have already been recorded before the project at hand are referred to as

Accepted Answer

A)  primary data. 
B)  empirical data. 
C)  secondary data. 
D)  demographic data. 
E)  observational data. 
A)  primary data. 
B)  empirical data. 
C)  secondary data. 
D)  demographic data. 
E)  observational data.

Question 17

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 18

Lost-horse forecasting involves

Accepted Answer

A)  admitting that the actions you have taken in the past have failed and removing those and similar actions from you list of alternatives. 
B)  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. 
C)  making decisions without any intervening steps. 
D)  following a prescribed set of "directives" established before the research was even begun. 
E)  selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect. 
A)  admitting that the actions you have taken in the past have failed and removing those and similar actions from you list of alternatives. 
B)  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. 
C)  making decisions without any intervening steps. 
D)  following a prescribed set of "directives" established before the research was even begun. 
E)  selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect.

Question 19

Marketing information or data 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 th

Question 20

purpose of Nielsen's A2/M2 Initiative is to

Accepted Answer

A)  expand its scope to include the effectiveness of online college courses. 
B)  expand its scope to include satellite radio programming. 
C)  measure all types of TV viewing behavior from a variety of video sources. 
D)  expand its business to a global market. 
E)  gain access to every American home that owns a television, mobile phone, or computer. 
A)  expand its scope to include the effectiveness of online college courses. 
B)  expand its scope to include satellite radio programming. 
C)  measure all types of TV viewing behavior from a variety of video sources. 
D)  expand its business to a global market. 
E)  gain access to every American home that owns a television, mobile phone, or computer.

National TV ratings,published by the Nielsen Company,are an example of __________ data.

advantage of using a panel of consumers for marketing research is

Published data from outside the organization are referred to as __________ data.

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

Marketing Research Method Photo B -Consider the Marketing Research Method Photo B above.What type of primary research method is MOST LIKELY being used by the researcher?

key elements in deciding how to collect marketing data are and .

Figure 8-5 -Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions.What does "D" represent?

Marketing teams must be vigilant in looking for ways to improve the analysis and results in order to learn lessons that might apply to future marketing research efforts.Evaluating the effectiveness of a marketing decision involves

There are three actions a marketing manager must take in the final step of the five-step marketing research approach.What are they?

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 metric determines whether a TV program like American Idol remains on the Fox broadcast TV network?

Information technology refers to

Facts and figures that have already been recorded before the project at hand are referred to as

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

Lost-horse forecasting involves

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

purpose of Nielsen's A2/M2 Initiative is 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 Multi-Channel Marketing

Pulling It All Together: The Strategic Marketing Process

Filters

Exam 8: Marketing Research: From Customer Insights to Actions

National TV ratings,published by the Nielsen Company,are an example of __________ data.

advantage of using a panel of consumers for marketing research is

Published data from outside the organization are referred to as __________ data.

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

Marketing Research Method Photo B -Consider the Marketing Research Method Photo B above.What type of primary research method is MOST LIKELY being used by the researcher?

key elements in deciding how to collect marketing data are __________ and __________.

Figure 8-5 -Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions.What does "D" represent?

Marketing teams must be vigilant in looking for ways to improve the analysis and results in order to learn lessons that might apply to future marketing research efforts.Evaluating the effectiveness of a marketing decision involves

There are three actions a marketing manager must take in the final step of the five-step marketing research approach.What are they?

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 metric determines whether a TV program like American Idol remains on the Fox broadcast TV network?

Information technology refers to

Facts and figures that have already been recorded before the project at hand are referred to as

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

Lost-horse forecasting involves

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

purpose of Nielsen's A2/M2 Initiative is 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 Multi-Channel Marketing

Pulling It All Together: The Strategic Marketing Process

Filters

key elements in deciding how to collect marketing data are and .