Question 1

Filmmakers want movie titles that use the same factors that make a good brand name.Ideally,they should __________.

Accepted Answer

A)  have no legal restrictions 
B)  create a sense of mystery 
C)  use devices such as alliteration or rhyme 
D)  create a sense of familiarity 
E)  be creative 
A)  have no legal restrictions 
B)  create a sense of mystery 
C)  use devices such as alliteration or rhyme 
D)  create a sense of familiarity 
E)  be creative

Question 2

a decision,the restrictions placed on potential solutions to a problem are referred to as

Accepted Answer

A)  objectives. 
B)  inhibitors. 
C)  dependent variables. 
D)  obstructions. 
E)  constraints. 
A)  objectives. 
B)  inhibitors. 
C)  dependent variables. 
D)  obstructions. 
E)  constraints.

Question 3

two main types of data are

Accepted Answer

A)  independent and dependent. 
B)  primary and secondary. 
C)  comprehension and case specific. 
D)  extraneous and experimental. 
E)  measurable and non-measurable. 
A)  independent and dependent. 
B)  primary and secondary. 
C)  comprehension and case specific. 
D)  extraneous and experimental. 
E)  measurable and non-measurable.

Question 4

Analyzing the data obtained during the marketing research project and presenting the findings take place during which step of the five-step marketing research approach?

Accepted Answer

A)  collect relevant information 
B)  develop findings 
C)  take marketing actions 
D)  plan the budget 
E)  identify constraints 
A)  collect relevant information 
B)  develop findings 
C)  take marketing actions 
D)  plan the budget 
E)  identify constraints

Question 5

Figure 8-4: Question 1
-"Have you been to a dentist within the past 6 months? ___ Yes ___ No?" is an example of which type of question?

Accepted Answer

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

Question 6

Effective decision makers develop specific __________,which are criteria or standards used in evaluating proposed solutions to the problem.

Accepted Answer

A)  standards of accuracy 
B)  measures of success 
C)  measures of variability 
D)  limits of consideration 
E)  limits of probability 
A)  standards of accuracy 
B)  measures of success 
C)  measures of variability 
D)  limits of consideration 
E)  limits of probability

Question 7

potential difficulty with a test market is that outside factors,such as actions of competitors,can distort the results by affecting __________,such as sales.

Accepted Answer

A)  independent variables 
B)  marketing drivers 
C)  dependent variables 
D)  causality variables 
E)  probability variables 
A)  independent variables 
B)  marketing drivers 
C)  dependent variables 
D)  causality variables 
E)  probability variables

Question 8

__________ surveys are usually biased because those most likely to respond are those who have had especially positive or negative experiences with the product or brand.

Accepted Answer

A)  Personal interview 
B)  Online 
C)  Telephone 
D)  Fax 
E)  Mail 
A)  Personal interview 
B)  Online 
C)  Telephone 
D)  Fax 
E)  Mail

Question 9

Briefly explain what a marketing experiment is.Include the definitions of dependent and independent variables and give examples of each.

Accepted Answer

An experiment involves obtaining data by

Question 10

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)  a subjective selection 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)  a subjective selection 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 11

Figure 8-4: Question 6
-Consider Figure 8-4: Question 6 above,which is part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 6 illustrates which type of question format?

Accepted Answer

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

Question 12

salesforce survey forecast involves

Accepted Answer

A)  asking prospective customers if they are likely to buy the product during some future time period. 
B)  asking the firm's salespeople to estimate sales during a coming period. 
C)  selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect. 
D)  making decisions without any intervening steps. 
E)  averaging the projections obtained from just regional sales managers and then making the final projection. 
A)  asking prospective customers if they are likely to buy the product during some future time period. 
B)  asking the firm's salespeople to estimate sales during a coming period. 
C)  selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect. 
D)  making decisions without any intervening steps. 
E)  averaging the projections obtained from just regional sales managers and then making the final projection.

Question 13

Marketing Research Method Photo B
-marketing research approach that uses a discussion leader to interview 6 to 10 past,present,or prospective customers is referred to as

Accepted Answer

A)  a depth (or individual) interview. 
B)  data mining. 
C)  a research team. 
D)  a focused interview. 
E)  a focus group. 
A)  a depth (or individual) interview. 
B)  data mining. 
C)  a research team. 
D)  a focused interview. 
E)  a focus group.

Question 14

trend extrapolation,the pattern used to describe a straight line is called __________.

Accepted Answer

A)  causal analysis 
B)  non-parametric regression 
C)  planning gap analysis 
D)  infinite dimension 
E)  linear trend extrapolation 
A)  causal analysis 
B)  non-parametric regression 
C)  planning gap analysis 
D)  infinite dimension 
E)  linear trend extrapolation

Question 15

Marketing Research Method Photo A
-Research and media firm Youth Culture publishes Watch magazine,a teen publication given out free to high school students.Unfortunately,the publication was unable to gauge whether or not 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 16

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to deal with claims.It wants to introduce its product into new markets,but before it does so,it wants to predict how successful its sales efforts will be.The marketing research firm hired to conduct the research study has six months to gather,analyze,and present its data to DirectProtect.The required time frame is an example of a(n)

Accepted Answer

A)  dependent variable. 
B)  obstruction. 
C)  objective. 
D)  constraint. 
E)  independent variable. 
A)  dependent variable. 
B)  obstruction. 
C)  objective. 
D)  constraint. 
E)  independent variable.

Question 17

Figure 8-1
-According to Figure 8-1 above,"specify constraints" 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 18

Movie studios use tracking studies in which prospective moviegoers are asked questions about an upcoming film release to help them forecast sales.This is an example of

Accepted Answer

A)  movie advertising. 
B)  marketing research. 
C)  tactical support. 
D)  cross-movie research. 
E)  movie audits. 
A)  movie advertising. 
B)  marketing research. 
C)  tactical support. 
D)  cross-movie research. 
E)  movie audits.

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

test market in which a new breakfast cereal is offered at different prices to determine the different levels of sales 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

Filmmakers want movie titles that use the same factors that make a good brand name.Ideally,they should __________.

a decision,the restrictions placed on potential solutions to a problem are referred to as

two main types of data are

Analyzing the data obtained during the marketing research project and presenting the findings take place during which step of the five-step marketing research approach?

Figure 8-4: Question 1 -"Have you been to a dentist within the past 6 months? _ Yes _ No?" is an example of which type of question?

Effective decision makers develop specific __________,which are criteria or standards used in evaluating proposed solutions to the problem.

potential difficulty with a test market is that outside factors,such as actions of competitors,can distort the results by affecting __________,such as sales.

__________ surveys are usually biased because those most likely to respond are those who have had especially positive or negative experiences with the product or brand.

Briefly explain what a marketing experiment is.Include the definitions of dependent and independent variables and give examples of each.

Decision making is the act of

Figure 8-4: Question 6 -Consider Figure 8-4: Question 6 above,which is part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 6 illustrates which type of question format?

salesforce survey forecast involves

Marketing Research Method Photo B -marketing research approach that uses a discussion leader to interview 6 to 10 past,present,or prospective customers is referred to as

trend extrapolation,the pattern used to describe a straight line is called __________.

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

Movie studios use tracking studies in which prospective moviegoers are asked questions about an upcoming film release to help them forecast sales.This is an example of

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.

test market in which a new breakfast cereal is offered at different prices to determine the different levels of sales is an example of which type of marketing research?

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

Filmmakers want movie titles that use the same factors that make a good brand name.Ideally,they should __________.

a decision,the restrictions placed on potential solutions to a problem are referred to as

two main types of data are

Analyzing the data obtained during the marketing research project and presenting the findings take place during which step of the five-step marketing research approach?

Figure 8-4: Question 1 -"Have you been to a dentist within the past 6 months? ___ Yes ___ No?" is an example of which type of question?

Effective decision makers develop specific __________,which are criteria or standards used in evaluating proposed solutions to the problem.

potential difficulty with a test market is that outside factors,such as actions of competitors,can distort the results by affecting __________,such as sales.

__________ surveys are usually biased because those most likely to respond are those who have had especially positive or negative experiences with the product or brand.

Briefly explain what a marketing experiment is.Include the definitions of dependent and independent variables and give examples of each.

Decision making is the act of

Figure 8-4: Question 6 -Consider Figure 8-4: Question 6 above,which is part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 6 illustrates which type of question format?

salesforce survey forecast involves

Marketing Research Method Photo B -marketing research approach that uses a discussion leader to interview 6 to 10 past,present,or prospective customers is referred to as

trend extrapolation,the pattern used to describe a straight line is called __________.

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

Movie studios use tracking studies in which prospective moviegoers are asked questions about an upcoming film release to help them forecast sales.This is an example of

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.

test market in which a new breakfast cereal is offered at different prices to determine the different levels of sales is an example of which type of marketing research?

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

Figure 8-4: Question 1 -"Have you been to a dentist within the past 6 months? _ Yes _ No?" is an example of which type of question?