Question 1

Research that involves trying to determine the extent to which the change in one factor changes another one is referred to as

Accepted Answer

A)  virtual research. 
B)  interactive research. 
C)  exploratory research. 
D)  descriptive research. 
E)  causal research. 
A)  virtual research. 
B)  interactive research. 
C)  exploratory research. 
D)  descriptive research. 
E)  causal research.

Question 2

Research that involves trying to find the frequency that something occurs or the extent of a relationship between two factors is referred to as

Accepted Answer

A)  virtual research. 
B)  interactive research. 
C)  causal research. 
D)  descriptive research. 
E)  exploratory research. 
A)  virtual research. 
B)  interactive research. 
C)  causal research. 
D)  descriptive research. 
E)  exploratory research.

Question 3

Figure 8-4: Question 5
-type of scale is the following? "Indicate your degree of agreement with the following statement: Marketing is an interesting subject" by checking one of the responses below.
( )Strongly Agree ( )Agree ( )Disagree ( )Strongly Disagree

Accepted Answer

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

Question 4

J.D.Power & Associates and other market research firms recruit large groups of consumers,who are paid to record all of their purchases on a regular basis.Known as __________,they economically collect data using a paper or electronic diary.Businesses pay firms like J.D.Power for their reports that answer the question "How many times did our customers buy our products this year compared to last year?"

Accepted Answer

A)  focus groups 
B)  experiments 
C)  syndicated panels 
D)  syndicated data mining 
E)  professional respondents 
A)  focus groups 
B)  experiments 
C)  syndicated panels 
D)  syndicated data mining 
E)  professional respondents

Question 5

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

Accepted Answer

A)  ethnographic research 
B)  social media 
C)  depth interviews 
D)  focus groups 
E)  telephone surveys 
A)  ethnographic research 
B)  social media 
C)  depth interviews 
D)  focus groups 
E)  telephone surveys

Question 6

Sampling and statistical inference are known as special __________,which are vital in marketing research to solve all or part of a problem.

Accepted Answer

A)  systems 
B)  styles 
C)  methods 
D)  manners 
E)  modes 
A)  systems 
B)  styles 
C)  methods 
D)  manners 
E)  modes

Question 7

Figure 8-1
-According to Figure 8-1 above,"analyze the data" occurs during which step of the five-step marketing research approach?

Accepted Answer

A)  "A" 
B)  "B" 
C)  "C" 
D)  "D" 
E)  "E" 
A)  "A" 
B)  "B" 
C)  "C" 
D)  "D" 
E)  "E"

Question 8

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 9

Figure 8-1
-According to Figure 8-1 above,"implement marketing actions" occurs during which step of the five-step marketing research approach?

Accepted Answer

A)  "A" 
B)  "B" 
C)  "C" 
D)  "D" 
E)  "E" 
A)  "A" 
B)  "B" 
C)  "C" 
D)  "D" 
E)  "E"

Question 10

After defining the problem and developing the research plan,the next step in the five-step marketing research approach is to

Accepted Answer

A)  collect relevant information. 
B)  develop findings and recommendations. 
C)  take marketing actions. 
D)  plan the research budget. 
E)  identify the constraints on the process. 
A)  collect relevant information. 
B)  develop findings and recommendations. 
C)  take marketing actions. 
D)  plan the research budget. 
E)  identify the constraints on the process.

Question 11

Figure 8-7
-Figure 8-7 above,the line identified as "A" indicates a(n)

Accepted Answer

A)  causal analysis. 
B)  non-parametric regression. 
C)  curvilinear extrapolation. 
D)  linear trend extrapolation forecast. 
E)  sales regression. 
A)  causal analysis. 
B)  non-parametric regression. 
C)  curvilinear extrapolation. 
D)  linear trend extrapolation forecast. 
E)  sales regression.

Question 12

gov

Accepted Answer

A)  is a depository 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 key words or topics for specific searches. 
E)  accesses information in online databases and an index of blogs by primary topic. 
A)  is a depository 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 key words or topics for specific searches. 
E)  accesses information in online databases and an index of blogs by primary topic.

Question 13

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

Question 14

principal ways to collect new or primary data for a marketing study are by watching people and by asking them questions.Give two examples of each method.

Accepted Answer

Observing people includes watching,eithe

Question 15

U.S.Census Bureau publishes the __________,which is conducted every five years and contains detailed information on the number and sales of U.S.establishments that produce goods or resources.These reports are vital to business firms selling products and services to organizations.

Accepted Answer

A)  North American Industry Classification System 
B)  Economic Census 
C)  Annual Survey of Manufacturers 
D)  Annual Wholesale Trade Survey 
E)  Survey of Business Owners 
A)  North American Industry Classification System 
B)  Economic Census 
C)  Annual Survey of Manufacturers 
D)  Annual Wholesale Trade Survey 
E)  Survey of Business Owners

Question 16

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

Accepted Answer

Neuromarketing was developed by Martin L

Question 17

Measures of success refer 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 18

Grape-Nuts was one of the first cereals Post Cereal Company ever marketed.It scores well in brand awareness studies,but recently its sales have been steadily declining.Rather than assume the product was a "dog," the Grape-Nuts marketing manager decided Post should first

Accepted Answer

A)  update the flavor of the cereal by making it slightly sweeter. 
B)  increase the amounts spent on advertising and promotion. 
C)  do marketing research to identify what needs were not being satisfied. 
D)  hire additional salespeople who were younger and more assertive to contact grocery stores. 
E)  realign Grape-Nuts as a "star" and increase production. 
A)  update the flavor of the cereal by making it slightly sweeter. 
B)  increase the amounts spent on advertising and promotion. 
C)  do marketing research to identify what needs were not being satisfied. 
D)  hire additional salespeople who were younger and more assertive to contact grocery stores. 
E)  realign Grape-Nuts as a "star" and increase production.

Question 19

Figure 8-6B: Average Annual Sales of Tony's Pizza per Household
-Figure 8-6B above shows that

Accepted Answer

A)  annual sales of Tony's Pizza increased over the period 2008 to 2011. 
B)  average annual unit sales of Tony's Pizza per household decreased over the period 2008 to 2011. 
C)  average dollar sales of Tony's Pizza have dropped from $3.4 million to $3.1 million. 
D)  sales of Tony's Pizza to households with children declined over the period 2008 to 2011. 
E)  smaller households bought less Tony's Pizza over the period 2008 to 2011. 
A)  annual sales of Tony's Pizza increased over the period 2008 to 2011. 
B)  average annual unit sales of Tony's Pizza per household decreased over the period 2008 to 2011. 
C)  average dollar sales of Tony's Pizza have dropped from $3.4 million to $3.1 million. 
D)  sales of Tony's Pizza to households with children declined over the period 2008 to 2011. 
E)  smaller households bought less Tony's Pizza over the period 2008 to 2011.

Question 20

Figure 8-2a
-Figure 8-2a above shows the two main types of data.If "B" represents the facts and figures that have already been recorded before the project at hand,which type of data is "B?"

Accepted Answer

A)  primary data 
B)  secondary data 
C)  scrubbed data 
D)  sensitivity data 
E)  nonprobability data 
A)  primary data 
B)  secondary data 
C)  scrubbed data 
D)  sensitivity data 
E)  nonprobability data

Exam 8: Marketing Research: From Customer Insights to Actions

Research that involves trying to determine the extent to which the change in one factor changes another one is referred to as

Research that involves trying to find the frequency that something occurs or the extent of a relationship between two factors is referred to as

Figure 8-4: Question 5 -type of scale is the following? "Indicate your degree of agreement with the following statement: Marketing is an interesting subject" by checking one of the responses below. ( )Strongly Agree ( )Agree ( )Disagree ( )Strongly Disagree

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

Sampling and statistical inference are known as special __________,which are vital in marketing research to solve all or part of a problem.

Figure 8-1 -According to Figure 8-1 above,"analyze the data" occurs during which step of the five-step marketing research approach?

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

Figure 8-1 -According to Figure 8-1 above,"implement marketing actions" occurs during which step of the five-step marketing research approach?

After defining the problem and developing the research plan,the next step in the five-step marketing research approach is to

Figure 8-7 -Figure 8-7 above,the line identified as "A" indicates a(n)

gov

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

principal ways to collect new or primary data for a marketing study are by watching people and by asking them questions.Give two examples of each method.

U.S.Census Bureau publishes the __________,which is conducted every five years and contains detailed information on the number and sales of U.S.establishments that produce goods or resources.These reports are vital to business firms selling products and services to organizations.

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

Measures of success refer to

Grape-Nuts was one of the first cereals Post Cereal Company ever marketed.It scores well in brand awareness studies,but recently its sales have been steadily declining.Rather than assume the product was a "dog," the Grape-Nuts marketing manager decided Post should first

Figure 8-6B: Average Annual Sales of Tony's Pizza per Household -Figure 8-6B above shows that

Figure 8-2a -Figure 8-2a above shows the two main types of data.If "B" represents the facts and figures that have already been recorded before the project at hand,which type of data is "B?"

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

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