Question 1

marketing,a conscious choice made from among two or more alternatives is referred to as

Accepted Answer

A)  a preference. 
B)  a paradigm. 
C)  a conclusion. 
D)  a paradox. 
E)  a decision. 
A)  a preference. 
B)  a paradigm. 
C)  a conclusion. 
D)  a paradox. 
E)  a decision.

Question 2

Briefly explain the difference between a direct forecast and a lost-horse forecast.

Accepted Answer

A direct forecast involves estimating th

Question 3

Figure 8-7
-Figure 8-7 above depicts what type of statistical forecasting?

Accepted Answer

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

Question 4

disadvantage of a __________ is that the marketing research firm needs to recruit new members continually to replace those who drop out.

Accepted Answer

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

Question 5

Prior to its production,Fisher-Price managers developed a(n)__________ for the Chatter Telephone that involved adding a noisemaker,wheels,and eyes to the basic telephone.

Accepted Answer

A)  virtual concept 
B)  product substitute 
C)  product hypothesis 
D)  new-product concept 
E)  new-feature matrix 
A)  virtual concept 
B)  product substitute 
C)  product hypothesis 
D)  new-product concept 
E)  new-feature matrix

Question 6

fourth 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 7

can't a marketing manager's decision-making process stop when he or she has chosen the best alternative to solving a problem?

Accepted Answer

Effective marketing research doesn't sto

Question 8

method of __________ involves generalizing the results from the sample to much larger groups of distributors,customers,or prospects to help decide on marketing actions.

Accepted Answer

A)  nonprobability sampling 
B)  probability sampling 
C)  extrapolation 
D)  statistical inference 
E)  criteria sampling 
A)  nonprobability sampling 
B)  probability sampling 
C)  extrapolation 
D)  statistical inference 
E)  criteria sampling

Question 9

Marketing Research Method Photo C
-Trend hunting is the practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products.Trend Hunter has identified over 120,000 "__________" through its global network of 71,000 members.

Accepted Answer

A)  mega trends 
B)  micro-trends 
C)  macro trends 
D)  environmental forces 
E)  psychographic trends 
A)  mega trends 
B)  micro-trends 
C)  macro trends 
D)  environmental forces 
E)  psychographic trends

Question 10

a marketing manager queries a marketing information system to determine the effect of three different levels of price for a new product,she is using __________.

Accepted Answer

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

Question 11

Fisher-Price Photo
-Nielsen Media Research collects national TV ratings by using a "people meter." This is a box that is attached to TV sets,VCRs,cable boxes,and satellite dishes in over 9,000 households across the country.A viewer uses the remote to signal the people meter that he/she is watching a TV program.The box then transmits the viewing information to the Nielsen Company.The information Nielsen is collecting is referred to as __________.

Accepted Answer

A)  internal secondary data 
B)  interactive industry data 
C)  sensitivity data 
D)  external secondary data 
E)  observational data 
A)  internal secondary data 
B)  interactive industry data 
C)  sensitivity data 
D)  external secondary data 
E)  observational data

Question 12

Marketing Research Method Photo A
-Marine Midland Bank sent market researchers with surveys door-to-door in the neighborhoods surrounding its branch banks to ask people with savings accounts why they did not also have checking accounts and credit cards with Marine Midland,they were gathering __________ data.

Accepted Answer

A)  intercept 
B)  secondary 
C)  questionnaire 
D)  observational 
E)  nonprobability 
A)  intercept 
B)  secondary 
C)  questionnaire 
D)  observational 
E)  nonprobability

Question 13

Design is a small studio that designs and builds items such as fountains and tabletops made from copper.Greg,the owner,had a problem of how to increase sales and profits,so he developed a research plan to determine what landscape architects and interior designers wanted in copper furnishings and décor and the appropriate price for these items.He decided to interview representative designers as part of his approach.Greg was engaged in __________,the third step of the five-step marketing research approach.

Accepted Answer

A)  collecting relevant information 
B)  developing the research plan 
C)  solving the problem 
D)  developing findings and recommendations 
E)  taking marketing actions 
A)  collecting relevant information 
B)  developing the research plan 
C)  solving the problem 
D)  developing findings and recommendations 
E)  taking marketing actions

Question 14

of the following are idea generation methods EXCEPT:

Accepted Answer

A)  a mail survey 
B)  trend hunting 
C)  a focus group 
D)  a depth interview 
E)  an individual interview 
A)  a mail survey 
B)  trend hunting 
C)  a focus group 
D)  a depth interview 
E)  an individual interview

Question 15

marketing experiments,the independent variable is the __________ and the dependent variable is the __________.

Accepted Answer

A)  element that never changes; the element that always changes 
B)  result; factor beyond the experimenter's control 
C)  result of an action; cause of an action 
D)  cause of an action; result of an action 
E)  element that always changes; element that never changes 
A)  element that never changes; the element that always changes 
B)  result; factor beyond the experimenter's control 
C)  result of an action; cause of an action 
D)  cause of an action; result of an action 
E)  element that always changes; element that never changes

Question 16

marketing research requires great care especially because of inherent difficulties in asking consumers questions.What are the three basic problems faced by marketing researchers when trying to assess consumers' willingness to buy products or services with which they are not familiar?

Accepted Answer

Inherent difficulties in asking the cons

Question 17

is the basic difference between primary and secondary data,and what are the advantages and disadvantages of each?

Accepted Answer

Secondary data are facts and figures tha

Question 18

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

Accepted Answer

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

Question 19

Martin Lindstrom merged __________ and marketing and presented his controversial findings in his breakthrough book Buy•ology.

Accepted Answer

A)  genealogy 
B)  neuroscience 
C)  astrology 
D)  biochemistry 
E)  numerology 
A)  genealogy 
B)  neuroscience 
C)  astrology 
D)  biochemistry 
E)  numerology

Question 20

Which of the following statements concerning ethnographic research is most accurate?

Accepted Answer

A)  Ethnographic research was specifically designed to use in global markets to help marketers understand cultural diversity. 
B)  Ethnographic research employs the use of genealogical data to track purchase behaviors through family lines. 
C)  Ethnographic research relies on physiological responses such as heart rate, breathing rate, and stress levels to obtain objective data. 
D)  Ethnographic research uses anthropologists and other trained researchers to observe consumers in their "natural use environment." 
E)  Ethnographic researchers use videotapes to eliminate miscues of subtle emotional reactions that can skew market research results. 
A)  Ethnographic research was specifically designed to use in global markets to help marketers understand cultural diversity. 
B)  Ethnographic research employs the use of genealogical data to track purchase behaviors through family lines. 
C)  Ethnographic research relies on physiological responses such as heart rate, breathing rate, and stress levels to obtain objective data. 
D)  Ethnographic research uses anthropologists and other trained researchers to observe consumers in their "natural use environment." 
E)  Ethnographic researchers use videotapes to eliminate miscues of subtle emotional reactions that can skew market research results.

marketing,a conscious choice made from among two or more alternatives is referred to as

Briefly explain the difference between a direct forecast and a lost-horse forecast.

Figure 8-7 -Figure 8-7 above depicts what type of statistical forecasting?

disadvantage of a __________ is that the marketing research firm needs to recruit new members continually to replace those who drop out.

Prior to its production,Fisher-Price managers developed a(n)__________ for the Chatter Telephone that involved adding a noisemaker,wheels,and eyes to the basic telephone.

fourth step of the marketing research approach is to __________.

can't a marketing manager's decision-making process stop when he or she has chosen the best alternative to solving a problem?

method of __________ involves generalizing the results from the sample to much larger groups of distributors,customers,or prospects to help decide on marketing actions.

Marketing Research Method Photo C -Trend hunting is the practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products.Trend Hunter has identified over 120,000 "__________" through its global network of 71,000 members.

a marketing manager queries a marketing information system to determine the effect of three different levels of price for a new product,she is using __________.

of the following are idea generation methods EXCEPT:

marketing experiments,the independent variable is the and the dependent variable is the .

marketing research requires great care especially because of inherent difficulties in asking consumers questions.What are the three basic problems faced by marketing researchers when trying to assess consumers' willingness to buy products or services with which they are not familiar?

is the basic difference between primary and secondary data,and what are the advantages and disadvantages of each?

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

Martin Lindstrom merged __________ and marketing and presented his controversial findings in his breakthrough book Buy•ology.

Which of the following statements concerning ethnographic research is most accurate?

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

marketing,a conscious choice made from among two or more alternatives is referred to as

Briefly explain the difference between a direct forecast and a lost-horse forecast.

Figure 8-7 -Figure 8-7 above depicts what type of statistical forecasting?

disadvantage of a __________ is that the marketing research firm needs to recruit new members continually to replace those who drop out.

Prior to its production,Fisher-Price managers developed a(n)__________ for the Chatter Telephone that involved adding a noisemaker,wheels,and eyes to the basic telephone.

fourth step of the marketing research approach is to __________.

can't a marketing manager's decision-making process stop when he or she has chosen the best alternative to solving a problem?

method of __________ involves generalizing the results from the sample to much larger groups of distributors,customers,or prospects to help decide on marketing actions.

Marketing Research Method Photo C -Trend hunting is the practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products.Trend Hunter has identified over 120,000 "__________" through its global network of 71,000 members.

a marketing manager queries a marketing information system to determine the effect of three different levels of price for a new product,she is using __________.

of the following are idea generation methods EXCEPT:

marketing experiments,the independent variable is the __________ and the dependent variable is the __________.

marketing research requires great care especially because of inherent difficulties in asking consumers questions.What are the three basic problems faced by marketing researchers when trying to assess consumers' willingness to buy products or services with which they are not familiar?

is the basic difference between primary and secondary data,and what are the advantages and disadvantages of each?

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

Martin Lindstrom merged __________ and marketing and presented his controversial findings in his breakthrough book Buy•ology.

Which of the following statements concerning ethnographic research is most accurate?

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

marketing experiments,the independent variable is the and the dependent variable is the .