Question 1

do movie studios use marketing research?

Accepted Answer

Studios producing and marketing films em

Question 2

setting research objectives,marketers have to be clear on the purpose of the research that leads to marketing actions.The three main types of marketing research include descriptive research,exploratory research,and __________ research.

Accepted Answer

A)  causal 
B)  virtual 
C)  interactive 
D)  effect 
E)  interdisciplinary 
A)  causal 
B)  virtual 
C)  interactive 
D)  effect 
E)  interdisciplinary

Question 3

Nielsen Company recently introduced a new measurement program dubbed the __________ (A2/M2)Initiative to "follow the video" of 21st century viewers.

Accepted Answer

A)  Anytime Anywhere Media Measurement 
B)  Anytime Anyone Media Measurement 
C)  Anyplace Anyone Media Measurement 
D)  Anytime Anywhere Micro Measurement 
E)  Anytime Anyone Metropolitan Measurement 
A)  Anytime Anywhere Media Measurement 
B)  Anytime Anyone Media Measurement 
C)  Anyplace Anyone Media Measurement 
D)  Anytime Anywhere Micro Measurement 
E)  Anytime Anyone Metropolitan Measurement

Question 4

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

Accepted Answer

A)  develop the research plan. 
B)  evaluate the results. 
C)  examine the alternatives. 
D)  enumerate the uncertainties. 
E)  experiment. 
A)  develop the research plan. 
B)  evaluate the results. 
C)  examine the alternatives. 
D)  enumerate the uncertainties. 
E)  experiment.

Question 5

Brand guru Martin Lindstrom believes that __________of consumers' thoughts,feelings,or preferences toward products,brands,and advertisements resides deep within the subconscious part of the brain and can't be understood using traditional techniques.

Accepted Answer

A)  33 percent 
B)  40 percent 
C)  50 percent 
D)  75 percent 
E)  85 percent 
A)  33 percent 
B)  40 percent 
C)  50 percent 
D)  75 percent 
E)  85 percent

Question 6

test market is an example of which type of marketing research?

Accepted Answer

A)  descriptive 
B)  explanatory 
C)  exploratory 
D)  causal 
E)  concrete 
A)  descriptive 
B)  explanatory 
C)  exploratory 
D)  causal 
E)  concrete

Question 7

are some of the methods marketers use to conduct research and solve marketing problems? Be sure to include at least one specific print source.

Accepted Answer

Methods can include asking someone for i

Question 8

third step of the marketing research approach is to __________.

Accepted Answer

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

Question 9

mining refers to

Accepted Answer

A)  any form of electronically-generated market research. 
B)  the extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions. 
C)  a branch of marketing specializing in obtaining both objective and subjective data to be used by other companies or organizations. 
D)  obtaining information about a competitor and its products for use by one's own firm. 
E)  the use of information derived solely from unsolicited sources such as customer complaints or complements. 
A)  any form of electronically-generated market research. 
B)  the extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions. 
C)  a branch of marketing specializing in obtaining both objective and subjective data to be used by other companies or organizations. 
D)  obtaining information about a competitor and its products for use by one's own firm. 
E)  the use of information derived solely from unsolicited sources such as customer complaints or complements.

Question 10

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

two aspects of the process for evaluating the results of a marketing decision are (1)evaluate the decision itself and (2)__________.

Accepted Answer

A)  evaluate the sales results. 
B)  conduct a SWOT analysis. 
C)  evaluate the decision process used. 
D)  begin a new environmental scan. 
E)  reallocate resources to become more efficient and effective. 
A)  evaluate the sales results. 
B)  conduct a SWOT analysis. 
C)  evaluate the decision process used. 
D)  begin a new environmental scan. 
E)  reallocate resources to become more efficient and effective.

Question 12

intercept interviews refer to

Accepted Answer

A)  impersonal data collection methods in strip shopping malls. 
B)  telephone interviews with consumers about their shopping center habits. 
C)  scientifically-selected individuals from the local community who agree to participate in a research study and are directed to go to a specific shopping center where the interviews will be conducted. 
D)  focus groups located in major shopping centers. 
E)  personal interviews of consumers visiting shopping centers. 
A)  impersonal data collection methods in strip shopping malls. 
B)  telephone interviews with consumers about their shopping center habits. 
C)  scientifically-selected individuals from the local community who agree to participate in a research study and are directed to go to a specific shopping center where the interviews will be conducted. 
D)  focus groups located in major shopping centers. 
E)  personal interviews of consumers visiting shopping centers.

Question 13

sales forecast refers to

Accepted Answer

A)  the 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. 
B)  the total industry sales generated by a product during a specified time period that results from specified environmental conditions and based on the collective marketing efforts of all firms in the industry. 
C)  the total expected sales from a product that ignores environmental forces. 
D)  sales goals based on past performances of individual sales representatives. 
E)  published information about competitors' sales from the NAICS. 
A)  the 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. 
B)  the total industry sales generated by a product during a specified time period that results from specified environmental conditions and based on the collective marketing efforts of all firms in the industry. 
C)  the total expected sales from a product that ignores environmental forces. 
D)  sales goals based on past performances of individual sales representatives. 
E)  published information about competitors' sales from the NAICS.

Question 14

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 15

Secondary data can be divided into two parts-_________ and _________.

Accepted Answer

A)  primary data; empirical data 
B)  empirical data; secondary data 
C)  secondary data; demographic data 
D)  demographic data; observational data 
E)  internal secondary data; external secondary data 
A)  primary data; empirical data 
B)  empirical data; secondary data 
C)  secondary data; demographic data 
D)  demographic data; observational data 
E)  internal secondary data; external secondary data

Question 16

of the following are downsides to data mining EXCEPT:

Accepted Answer

A)  much of the information found on the Internet is factually incorrect. 
B)  personal, private data on most Americans is available on the Internet. 
C)  it is easy for almost anyone to find out your personal information through both online and offline sources. 
D)  you can also use the Internet to find out which companies are obtaining your personal data. 
E)  many firms obtain personal, private data by placing "cookies" on a person's computer or use tracking "apps" to forward location information from a user's mobile phone. 
A)  much of the information found on the Internet is factually incorrect. 
B)  personal, private data on most Americans is available on the Internet. 
C)  it is easy for almost anyone to find out your personal information through both online and offline sources. 
D)  you can also use the Internet to find out which companies are obtaining your personal data. 
E)  many firms obtain personal, private data by placing "cookies" on a person's computer or use tracking "apps" to forward location information from a user's mobile phone.

Question 17

Marketing Research Method Photo C
-Consider the Marketing Research Method Photo C above.What type of marketing research method is MOST LIKELY being represented with observers behind a one-way mirror watching a discussion among people about topics of interest to marketers?

Accepted Answer

A)  individual interview 
B)  questionnaire data 
C)  social network 
D)  information panel 
E)  focus group 
A)  individual interview 
B)  questionnaire data 
C)  social network 
D)  information panel 
E)  focus group

Question 18

evaluating whether its Facebook and Twitter social media programs are working well,Carmex considered using various marketing metrics.One metric it considered was the percentage of Internet Carmex share of voice mentions that are positive,neutral,or negative.This metric is called

Accepted Answer

A)  Carmex sentiment. 
B)  Carmex Twitter followers. 
C)  Carmex conversation velocity. 
D)  Carmex Facebook likers (or Fans or likes). 
E)  Carmex share of voice. 
A)  Carmex sentiment. 
B)  Carmex Twitter followers. 
C)  Carmex conversation velocity. 
D)  Carmex Facebook likers (or Fans or likes). 
E)  Carmex share of voice.

Question 19

Offering a product for sale in a small geographic area to help evaluate potential market actions is called a(n)__________.

Accepted Answer

A)  micro market 
B)  test market 
C)  experimental market 
D)  simulated market 
E)  trial market 
A)  micro market 
B)  test market 
C)  experimental market 
D)  simulated market 
E)  trial market

Question 20

retail mall owner told the marketing researcher,"We have the option of staying open late twice a week or opening up an hour early every day.We need to know which will be most profitable since we cannot do both.The decision must be made in 11 weeks and we only have $10,000 budgeted for this research project." In which stage of the marketing research process would this statement have been made?

Accepted Answer

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

Exam 8: Marketing Research: From Customer Insights to Actions

do movie studios use marketing research?

setting research objectives,marketers have to be clear on the purpose of the research that leads to marketing actions.The three main types of marketing research include descriptive research,exploratory research,and __________ research.

Nielsen Company recently introduced a new measurement program dubbed the __________ (A2/M2)Initiative to "follow the video" of 21st century viewers.

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

Brand guru Martin Lindstrom believes that __________of consumers' thoughts,feelings,or preferences toward products,brands,and advertisements resides deep within the subconscious part of the brain and can't be understood using traditional techniques.

test market is an example of which type of marketing research?

are some of the methods marketers use to conduct research and solve marketing problems? Be sure to include at least one specific print source.

third step of the marketing research approach is to __________.

mining refers to

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

two aspects of the process for evaluating the results of a marketing decision are (1)evaluate the decision itself and (2)__________.

intercept interviews refer to

sales forecast refers to

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

Secondary data can be divided into two parts-_________ and _________.

of the following are downsides to data mining EXCEPT:

Marketing Research Method Photo C -Consider the Marketing Research Method Photo C above.What type of marketing research method is MOST LIKELY being represented with observers behind a one-way mirror watching a discussion among people about topics of interest to marketers?

evaluating whether its Facebook and Twitter social media programs are working well,Carmex considered using various marketing metrics.One metric it considered was the percentage of Internet Carmex share of voice mentions that are positive,neutral,or negative.This metric is called

Offering a product for sale in a small geographic area to help evaluate potential market actions is called a(n)__________.

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

Nielsen Company recently introduced a new measurement program dubbed the __________ (A2/M2)Initiative to "follow the video" of 21^st century viewers.

Secondary data can be divided into two parts-_ and _.