Question 1

first step of the marketing research approach is to __________.

Accepted Answer

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

Question 2

of the following are sources of primary data EXCEPT:

Accepted Answer

A)  American Marketing Association's Marketing News. 
B)  mined data. 
C)  experiments. 
D)  social media. 
E)  panels. 
A)  American Marketing Association's Marketing News. 
B)  mined data. 
C)  experiments. 
D)  social media. 
E)  panels.

Question 3

Obtaining primary and secondary data would take place during which stage of the five-step marketing research approach?

Accepted Answer

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

Question 4

Figure 8-4: Question 2
-type of question you are answering right now is an example of a(n)__________ question.

Accepted Answer

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

Question 5

second 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 6

Economic Research Service of the U.S.Department of Agriculture provides information on topics from how many dairies there are in the U.S.to how much broccoli was eaten per person in 2011.This service provides

Accepted Answer

A)  internal primary data. 
B)  nonprobability sampling tools. 
C)  internal secondary data. 
D)  external secondary data. 
E)  external primary data. 
A)  internal primary data. 
B)  nonprobability sampling tools. 
C)  internal secondary data. 
D)  external secondary data. 
E)  external primary data.

Question 7

Several marketing data services provide information on household demographics and lifestyle,purchases,TV viewing behavior,etc.The principle advantage of these services is that

Accepted Answer

A)  one service can collect, analyze, interrelate, and present this information. 
B)  all data collection and analysis is computerized, so the results are almost instantaneous. 
C)  members of the firm can be included in the analysis of data, making the results more reliable. 
D)  the service gets paid on a percentage basis; the better the information, the higher the fee. 
E)  firms using these services get discounts if they share their customer data with competitors. 
A)  one service can collect, analyze, interrelate, and present this information. 
B)  all data collection and analysis is computerized, so the results are almost instantaneous. 
C)  members of the firm can be included in the analysis of data, making the results more reliable. 
D)  the service gets paid on a percentage basis; the better the information, the higher the fee. 
E)  firms using these services get discounts if they share their customer data with competitors.

Question 8

Evaluating the results of a marketing decision involves

Accepted Answer

A)  asking prospective customers if they are likely to buy the product during a specified 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 a specified 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 9

the data has been collected and analyzed,it must be presented in a clear concise form.Explain how marketing dashboards can help in this process.

Accepted Answer

A marketing dashboard is a visual displa

Question 10

Procter & Gamble Co.acquired the Old Spice brand it decided to reposition the brand by using different advertising to see whether sales would increase.The possible sales increase is the __________ in this experiment.

Accepted Answer

A)  dependent variable 
B)  independent variable 
C)  hypothesis 
D)  extraneous variable 
E)  error variable 
A)  dependent variable 
B)  independent variable 
C)  hypothesis 
D)  extraneous variable 
E)  error variable

Question 11

disadvantage of the mall intercept interview method is

Accepted Answer

A)  the difficulty in finding qualified interviewers to work at relatively low salaries. 
B)  the lack of reliability due to changes in customer traffic during holidays. 
C)  the ill will it creates with shoppers who are in a hurry or looking for a relaxing mall experience. 
D)  the people selected may not be representative of the targeted consumers. 
E)  the people only participate if they think they will receive something in return, so their answers are often biased. 
A)  the difficulty in finding qualified interviewers to work at relatively low salaries. 
B)  the lack of reliability due to changes in customer traffic during holidays. 
C)  the ill will it creates with shoppers who are in a hurry or looking for a relaxing mall experience. 
D)  the people selected may not be representative of the targeted consumers. 
E)  the people only participate if they think they will receive something in return, so their answers are often biased.

Question 12

is a panel? How is it used in marketing research? What disadvantage is associated with its use?

Accepted Answer

A panel is a sample of consumers or stor

Question 13

Figure 8-4: Question 1
-Consider Figure 8-4: Question 1 above,which is part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 1 illustrates which type of question format?

Accepted Answer

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

Question 14

Facts and figures obtained by watching,either mechanically or in person,how people actually behave are referred to as __________ data.

Accepted Answer

A)  virtual 
B)  observational 
C)  hypothetical 
D)  primary source 
E)  statistical 
A)  virtual 
B)  observational 
C)  hypothetical 
D)  primary source 
E)  statistical

Question 15

Figure 8-4: Question 5
-Consider Figure 8-4: Question 5 above,which is part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 5 illustrates which type of question format?

Accepted Answer

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

Question 16

Carpet Baby!,a children's accessory and toy store,is considering expanding the size of the store.The manager queries its marketing database to understand how a change in square footage might impact sales.She is performing a(n)__________.

Accepted Answer

A)  marketing action analysis 
B)  environmental scan 
C)  situational analysis 
D)  sensitivity analysis 
E)  problem search 
A)  marketing action analysis 
B)  environmental scan 
C)  situational analysis 
D)  sensitivity analysis 
E)  problem search

Question 17

Journal of Marketing Research and the Journal of Marketing provide

Accepted Answer

A)  up-to-date tables for the latest data on consumer sales, listed by industry. 
B)  summaries of research methods and techniques valuable in addressing marketing problems. 
C)  the latest data on marketing expenditures based on consumer demographics. 
D)  postings of professional marketing opportunities at universities and colleges. 
E)  an in-depth list of marketing positions and opportunities at major corporations. 
A)  up-to-date tables for the latest data on consumer sales, listed by industry. 
B)  summaries of research methods and techniques valuable in addressing marketing problems. 
C)  the latest data on marketing expenditures based on consumer demographics. 
D)  postings of professional marketing opportunities at universities and colleges. 
E)  an in-depth list of marketing positions and opportunities at major corporations.

Question 18

Figure 8-4: Question 2
-survey asked consumers of dental products the following question "Have you used toothpaste in the past week? ___ Yes ___ No" The results of this question show that 92.6 percent of the people in New York City have used toothpaste in the past week and 87.2 percent of people in Los Angeles have used toothpaste during the same period.This information was gathered by using which type of question?

Accepted Answer

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

Question 19

After qualifying by having seen at least six movies in the last year,members of tracking studies are asked three key questions,one of which is __________.

Accepted Answer

A)  How much would you be willing to pay for a ticket? 
B)  Will you be seeing the movie with someone else? If so, with whom? 
C)  In your own words, what is the premise of the movie? 
D)  Will you see the film this weekend? 
E)  If you like the movie, what is the probability that you will purchase it when it is released on a DVD? 
A)  How much would you be willing to pay for a ticket? 
B)  Will you be seeing the movie with someone else? If so, with whom? 
C)  In your own words, what is the premise of the movie? 
D)  Will you see the film this weekend? 
E)  If you like the movie, what is the probability that you will purchase it when it is released on a DVD?

Question 20

Figure 8-6D: Average Annual Sales per Household of Tony's Pizza,
by Age of Children in Household
-Figure 8-6D above shows average annual unit sales per household,by age of children in household for Tony's Pizza.Analyze this chart.What findings would you present to a supervisor?

Accepted Answer

The real problem is the serious decline

Exam 8: Marketing Research: From Customer Insights to Actions

first step of the marketing research approach is to __________.

of the following are sources of primary data EXCEPT:

Obtaining primary and secondary data would take place during which stage of the five-step marketing research approach?

Figure 8-4: Question 2 -type of question you are answering right now is an example of a(n)__________ question.

second step of the marketing research approach is to __________.

Economic Research Service of the U.S.Department of Agriculture provides information on topics from how many dairies there are in the U.S.to how much broccoli was eaten per person in 2011.This service provides

Several marketing data services provide information on household demographics and lifestyle,purchases,TV viewing behavior,etc.The principle advantage of these services is that

Evaluating the results of a marketing decision involves

the data has been collected and analyzed,it must be presented in a clear concise form.Explain how marketing dashboards can help in this process.

Procter & Gamble Co.acquired the Old Spice brand it decided to reposition the brand by using different advertising to see whether sales would increase.The possible sales increase is the __________ in this experiment.

disadvantage of the mall intercept interview method is

is a panel? How is it used in marketing research? What disadvantage is associated with its use?

Figure 8-4: Question 1 -Consider Figure 8-4: Question 1 above,which is part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 1 illustrates which type of question format?

Facts and figures obtained by watching,either mechanically or in person,how people actually behave are referred to as __________ data.

Figure 8-4: Question 5 -Consider Figure 8-4: Question 5 above,which is part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 5 illustrates which type of question format?

Carpet Baby!,a children's accessory and toy store,is considering expanding the size of the store.The manager queries its marketing database to understand how a change in square footage might impact sales.She is performing a(n)__________.

Journal of Marketing Research and the Journal of Marketing provide

After qualifying by having seen at least six movies in the last year,members of tracking studies are asked three key questions,one of which is __________.

Figure 8-6D: Average Annual Sales per Household of Tony's Pizza, by Age of Children in Household -Figure 8-6D above shows average annual unit sales per household,by age of children in household for Tony's Pizza.Analyze this chart.What findings would you present to a supervisor?

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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