Question 1

process of selecting representative elements from a population is referred to as

Accepted Answer

A)  hypothesis generation. 
B)  sampling. 
C)  information gathering. 
D)  statistical inference. 
E)  probability extrapolation. 
A)  hypothesis generation. 
B)  sampling. 
C)  information gathering. 
D)  statistical inference. 
E)  probability extrapolation.

Question 2

Mystery shoppers are people

Accepted Answer

A)  hired by a firm to get legal, though not necessarily ethical, information about competitive firms. 
B)  hired by a firm's employees to prove to the courts that competitors are using unfair pricing practices. 
C)  hired by a customer to report on illegal or unethical practices that are regularly taking place at a particular establishment. 
D)  who pose as customers to check on a firm's products or services and are paid to write a detailed report on their experiences. 
E)  hired by law firms to check on the safety of their clients' products. 
A)  hired by a firm to get legal, though not necessarily ethical, information about competitive firms. 
B)  hired by a firm's employees to prove to the courts that competitors are using unfair pricing practices. 
C)  hired by a customer to report on illegal or unethical practices that are regularly taking place at a particular establishment. 
D)  who pose as customers to check on a firm's products or services and are paid to write a detailed report on their experiences. 
E)  hired by law firms to check on the safety of their clients' products.

Question 3

Linear trend extrapolation is similar to trend extrapolation except

Accepted Answer

A)  the pattern changes from year to year. 
B)  the pattern is always a straight line. 
C)  the slope of the line is tied directly to profits. 
D)  the shape of the pattern is a hyperbola. 
E)  the pattern follows an "S-shaped" curve. 
A)  the pattern changes from year to year. 
B)  the pattern is always a straight line. 
C)  the slope of the line is tied directly to profits. 
D)  the shape of the pattern is a hyperbola. 
E)  the pattern follows an "S-shaped" curve.

Question 4

marketing vice president of Health Care Services,Inc.,you are in charge of developing an experiment to 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 our sales force 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 our sales force 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 5

Surveys that enable the interviewer to be flexible in asking probing questions or getting reactions to visual materials would be best conducted using

Accepted Answer

A)  personal interview surveys. 
B)  mail surveys. 
C)  telephone interview surveys. 
D)  fax surveys. 
E)  online surveys. 
A)  personal interview surveys. 
B)  mail surveys. 
C)  telephone interview surveys. 
D)  fax surveys. 
E)  online surveys.

Question 6

During the marketing research process,__________ are the specific,measurable goals the decision maker seeks to achieve in conducting the marketing research.

Accepted Answer

A)  measures of success 
B)  research constraints 
C)  marketing research plans 
D)  hypothetical scenarios 
E)  research objectives 
A)  measures of success 
B)  research constraints 
C)  marketing research plans 
D)  hypothetical scenarios 
E)  research objectives

Question 7

Facebook and Twitter are examples of __________.

Accepted Answer

A)  Internet portals 
B)  social media 
C)  wikis 
D)  virtual focus groups 
E)  e-journals 
A)  Internet portals 
B)  social media 
C)  wikis 
D)  virtual focus groups 
E)  e-journals

Question 8

Figure 8-4: Question 1
-__________ question is the simplest form of a fixed alternative question that allows only a "yes" or "no" response.

Accepted Answer

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

Question 9

Primary data refer to

Accepted Answer

A)  facts and figures that are newly collected for a project at hand. 
B)  facts and figures that have already been recorded prior to the project at hand. 
C)  facts and figures obtained by watching people mechanically rather than in person. 
D)  facts and figures obtained by either 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 are newly collected for a project at hand. 
B)  facts and figures that have already been recorded prior to the project at hand. 
C)  facts and figures obtained by watching people mechanically rather than in person. 
D)  facts and figures obtained by either by asking people questions through the use of information technology. 
E)  conclusions developed from information obtained from a representative sample of a population..

Question 10

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 11

__________ surveys are the best choice if a marketing researcher wants flexibility in asking probing questions or getting reactions to visual materials.

Accepted Answer

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

Question 12

sample of consumers or stores from which researchers take a series of measurements is referred to as a(n)

Accepted Answer

A)  panel. 
B)  experiment. 
C)  focus group. 
D)  jury of executive opinion. 
E)  survey of experts. 
A)  panel. 
B)  experiment. 
C)  focus group. 
D)  jury of executive opinion. 
E)  survey of experts.

Question 13

the elements of an information technology system used to help answer marketing questions.

Accepted Answer

An information technology system used to

Question 14

Figure 8-4: Question 3
-fixed alternative question with three or more choices uses a(n)__________.

Accepted Answer

A)  scale 
B)  frequency distribution 
C)  measure of success 
D)  open-ended question 
E)  constraint 
A)  scale 
B)  frequency distribution 
C)  measure of success 
D)  open-ended question 
E)  constraint

Question 15

__________ involves 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.

Accepted Answer

A)  direct forecast 
B)  lost-horse forecast 
C)  lost-cause forecast 
D)  indirect forecast 
E)  incremental forecast 
A)  direct forecast 
B)  lost-horse forecast 
C)  lost-cause forecast 
D)  indirect forecast 
E)  incremental forecast

Question 16

Marketing Research Method Photo B
-special kind of individual interview in which researchers ask lengthy,free-flowing kinds of questions to probe for underlying ideas and feelings is called a(n)

Accepted Answer

A)  focus group. 
B)  discovery interview. 
C)  probing interview. 
D)  guided interview. 
E)  depth interview. 
A)  focus group. 
B)  discovery interview. 
C)  probing interview. 
D)  guided interview. 
E)  depth interview.

Question 17

type of market is a food company using when it offers a product for sale in a small geographic area to help it evaluate potential marketing actions?

Accepted Answer

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

Question 18

picture or verbal description of a product or service a firm might offer for sale is referred to as a(n)

Accepted Answer

A)  constraint. 
B)  proposition. 
C)  new-product concept. 
D)  alternative. 
E)  protocol. 
A)  constraint. 
B)  proposition. 
C)  new-product concept. 
D)  alternative. 
E)  protocol.

Question 19

Figure 8-A
-the following in Figure 8-A above represent __________ that serve as independent variables in marketing experiments.

Accepted Answer

A)  sales drivers 
B)  environmental forces 
C)  the market mix 
D)  marketing drivers 
E)  "what if" factors 
A)  sales drivers 
B)  environmental forces 
C)  the market mix 
D)  marketing drivers 
E)  "what if" factors

Question 20

Figure 8-6C: Average Annual Sales per Household of Tony's Pizza, by Household Size
-Figure 8-6C above shows that

Accepted Answer

A)  Tony's Pizza sales to households with 5 or more people increased over the period 2008 to 2011. 
B)  households with 5 or more people bought the least amount of Tony's Pizza over the period 2008 to 2011. 
C)  from 2008 to 2011, as single people married and became two person households, the increase in sales of Tony's Pizza was greater than the expected 200% change. 
D)  Tony's Pizza sales to households with 2 people have remained relatively steady from 2008 to 2011. 
E)  the changes from year to year are really not significant since overall sales of Tony's Pizza have continued to increase. 
A)  Tony's Pizza sales to households with 5 or more people increased over the period 2008 to 2011. 
B)  households with 5 or more people bought the least amount of Tony's Pizza over the period 2008 to 2011. 
C)  from 2008 to 2011, as single people married and became two person households, the increase in sales of Tony's Pizza was greater than the expected 200% change. 
D)  Tony's Pizza sales to households with 2 people have remained relatively steady from 2008 to 2011. 
E)  the changes from year to year are really not significant since overall sales of Tony's Pizza have continued to increase.

Exam 8: Marketing Research: From Customer Insights to Actions

process of selecting representative elements from a population is referred to as

Mystery shoppers are people

Linear trend extrapolation is similar to trend extrapolation except

marketing vice president of Health Care Services,Inc.,you are in charge of developing an experiment to 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?

Surveys that enable the interviewer to be flexible in asking probing questions or getting reactions to visual materials would be best conducted using

During the marketing research process,__________ are the specific,measurable goals the decision maker seeks to achieve in conducting the marketing research.

Facebook and Twitter are examples of __________.

Figure 8-4: Question 1 -__________ question is the simplest form of a fixed alternative question that allows only a "yes" or "no" response.

Primary data refer to

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

__________ surveys are the best choice if a marketing researcher wants flexibility in asking probing questions or getting reactions to visual materials.

sample of consumers or stores from which researchers take a series of measurements is referred to as a(n)

the elements of an information technology system used to help answer marketing questions.

Figure 8-4: Question 3 -fixed alternative question with three or more choices uses a(n)__________.

__________ involves 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.

Marketing Research Method Photo B -special kind of individual interview in which researchers ask lengthy,free-flowing kinds of questions to probe for underlying ideas and feelings is called a(n)

type of market is a food company using when it offers a product for sale in a small geographic area to help it evaluate potential marketing actions?

picture or verbal description of a product or service a firm might offer for sale is referred to as a(n)

Figure 8-A -the following in Figure 8-A above represent __________ that serve as independent variables in marketing experiments.

Figure 8-6C: Average Annual Sales per Household of Tony's Pizza, by Household Size -Figure 8-6C above shows that

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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