Question 1

fifth step of the marketing research approach is to __________.

Accepted Answer

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

Question 2

and describe the three main kinds of marketing research.

Accepted Answer

Three kinds of research include: 
(1)Exp

Question 3

Figure 8-2b
-Figure 8-2b above shows that primary data may be divided into three related parts.If "C" represents data collected from individual interviews,focus groups,trend hunting,etc.,which type of data is "C?"

Accepted Answer

A)  questionnaire data 
B)  mined data 
C)  internal secondary data 
D)  external secondary data 
E)  observational data 
A)  questionnaire data 
B)  mined data 
C)  internal secondary data 
D)  external secondary data 
E)  observational data

Question 4

market researcher showed a new brand of blue jeans to several groups of college students and asked the students to rate the quality of the jeans.Two weeks later,the researcher showed the same college students a television advertisement featuring movie star Scarlett Johansson wearing the new brand of jeans.The marketer asked the students again to rate the quality of the jeans.The marketer predicted that after viewing the advertisement,the students' ratings of the new jeans would be more positive than their original ratings.In this experiment,students' ratings of the new blue jeans served as the

Accepted Answer

A)  dependent variable. 
B)  independent variable. 
C)  social environmental force. 
D)  secondary data. 
E)  constraint. 
A)  dependent variable. 
B)  independent variable. 
C)  social environmental force. 
D)  secondary data. 
E)  constraint.

Question 5

Figure 8-5
-Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions.What does "E" represent?

Accepted Answer

A)  external data sources 
B)  results 
C)  data warehouse 
D)  internal data sources 
E)  buying queries 
A)  external data sources 
B)  results 
C)  data warehouse 
D)  internal data sources 
E)  buying queries

Question 6

new field of marketing that studies the brain and its response to marketing stimuli is referred to as

Accepted Answer

A)  extrapolation. 
B)  hypothesizing. 
C)  neuromarketing. 
D)  deduction. 
E)  conjecture. 
A)  extrapolation. 
B)  hypothesizing. 
C)  neuromarketing. 
D)  deduction. 
E)  conjecture.

Question 7

though primary data can be especially valuable to an individual firm,it often plays "second fiddle" to secondary data because

Accepted Answer

A)  secondary data is much more up-to-date and tailored to a specific firm or industry. 
B)  secondary data, although far more expensive, is also much more reliable. 
C)  primary data is usually more costly and time consuming to collect. 
D)  primary data can be accessed by virtually anyone so the information generated loses much of its value. 
E)  primary data is less fact and figure based; it is more subjective and therefore more vulnerable to misinterpretation. 
A)  secondary data is much more up-to-date and tailored to a specific firm or industry. 
B)  secondary data, although far more expensive, is also much more reliable. 
C)  primary data is usually more costly and time consuming to collect. 
D)  primary data can be accessed by virtually anyone so the information generated loses much of its value. 
E)  primary data is less fact and figure based; it is more subjective and therefore more vulnerable to misinterpretation.

Question 8

__________ question allows respondents to express opinions,ideas,or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.

Accepted Answer

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

Question 9

Observational data refer to

Accepted Answer

A)  facts and figures newly collected for the project at hand. 
B)  facts and figures obtained by watching, either mechanically or in person, how people actually behave. 
C)  facts and figures obtained by asking people questions either through personal interviews, panel discussions, or questionnaires. 
D)  facts and figures that have already been recorded from multiple sources prior to the project. 
E)  conclusions developed from information obtained from a representative sample of a population. 
A)  facts and figures newly collected for the project at hand. 
B)  facts and figures obtained by watching, either mechanically or in person, how people actually behave. 
C)  facts and figures obtained by asking people questions either through personal interviews, panel discussions, or questionnaires. 
D)  facts and figures that have already been recorded from multiple sources prior to the project. 
E)  conclusions developed from information obtained from a representative sample of a population.

Question 10

survey of buyers' intentions forecast involves

Accepted Answer

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

Question 11

test of whether marketing research should be done is

Accepted Answer

A)  if different outcomes will lead to different marketing actions. 
B)  if different outcomes will lead to the same marketing actions. 
C)  using a jury of executive opinion to interpret the data. 
D)  agreeing to take action only if the decision is unanimous. 
E)  if the action is agreed on, regardless of the outcome of the research. 
A)  if different outcomes will lead to different marketing actions. 
B)  if different outcomes will lead to the same marketing actions. 
C)  using a jury of executive opinion to interpret the data. 
D)  agreeing to take action only if the decision is unanimous. 
E)  if the action is agreed on, regardless of the outcome of the research.

Question 12

Figure 8-3
-Consider Figure 8-3 above,which is based on data collected from mechanical observations through the use of a _________ to prepare the Nielsen Television Index Ranking Report.

Accepted Answer

A)  a people meter 
B)  neuromarketing 
C)  a bot 
D)  a DVR 
E)  a VOD 
A)  a people meter 
B)  neuromarketing 
C)  a bot 
D)  a DVR 
E)  a VOD

Question 13

Based on the Fisher-Price Chatter Telephone example in the textbook,if a measure of success is "playtime" for a particular telephone design,what would be an example of a possible marketing action if the results of observation were "Children spent more time playing with new design?"

Accepted Answer

A)  continue with the old design; don't introduce the new design 
B)  introduce the new design; drop the old design 
C)  introduce the new design; but add some new features 
D)  mine the data further for children reactions; take no action 
E)  add digital dashboards to analyze reactions to the new design; add some new features 
A)  continue with the old design; don't introduce the new design 
B)  introduce the new design; drop the old design 
C)  introduce the new design; but add some new features 
D)  mine the data further for children reactions; take no action 
E)  add digital dashboards to analyze reactions to the new design; add some new features

Question 14

percentage of sales forecasts is made by the personal judgment of the individual decision maker who must act on the results of the forecast?

Accepted Answer

A)  10% 
B)  18% 
C)  33% 
D)  76% 
E)  99% 
A)  10% 
B)  18% 
C)  33% 
D)  76% 
E)  99%

Question 15

Figure 8-5
-Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions.What does "C" represent?

Accepted Answer

A)  external data sources 
B)  results 
C)  data warehouse 
D)  internal data sources 
E)  buying queries 
A)  external data sources 
B)  results 
C)  data warehouse 
D)  internal data sources 
E)  buying queries

Question 16

Marketing drivers are used with which of the four Ps?

Accepted Answer

A)  product, price, place only 
B)  product, promotion, people only 
C)  product features only 
D)  product and price features only 
E)  product, promotion, price, and place inclusively 
A)  product, price, place only 
B)  product, promotion, people only 
C)  product features only 
D)  product and price features only 
E)  product, promotion, price, and place inclusively

Question 17

National Health Interview Survey is conducted annually by the Centers for Disease Control and Prevention.By examining information gathered from a national sample of 600 respondents throughout the U.S.,it was able to announce that 14.1 percent of all Americans lacked healthcare insurance.To make this statement,the Centers for Disease Control and Prevention had to use

Accepted Answer

A)  focus groups. 
B)  no constraints. 
C)  internal secondary data. 
D)  statistical inference. 
E)  interpolation. 
A)  focus groups. 
B)  no constraints. 
C)  internal secondary data. 
D)  statistical inference. 
E)  interpolation.

Question 18

Figure 8-6D: Average Annual Sales per Household of Tony's Pizza,
by Age of Children in Household
-Figure 8-6D above shows that

Accepted Answer

A)  Tony's Pizza sales to households with some children between the ages of 13 to 17 decreased significantly over the period 2008 to 2011. 
B)  Tony's Pizza unit sales to households with children between the ages of 6 to 12 decreased over the period 2008 to 2011. 
C)  Tony's Pizza sales to single-person households have remained relatively steady from 2008 to 2011. 
D)  Tony's Pizza sales to households with no children under 18 have declined from 2008 to 2011. 
E)  there is not a significant enough difference between age groups that would warrant a marketing action at this time. 
A)  Tony's Pizza sales to households with some children between the ages of 13 to 17 decreased significantly over the period 2008 to 2011. 
B)  Tony's Pizza unit sales to households with children between the ages of 6 to 12 decreased over the period 2008 to 2011. 
C)  Tony's Pizza sales to single-person households have remained relatively steady from 2008 to 2011. 
D)  Tony's Pizza sales to households with no children under 18 have declined from 2008 to 2011. 
E)  there is not a significant enough difference between age groups that would warrant a marketing action at this time.

Question 19

Marketing Research Method Photo B
-Marine Midland Bank sent market researchers door-to-door in the neighborhoods surrounding its branch banks.Each researcher wanted to spend 15 minutes talking with a head of the household about his/her savings accounts to discuss why he/she did not also have checking accounts and credit cards with the bank.Marine Midland researchers were using __________ to collect these data.

Accepted Answer

A)  individual interviews 
B)  secondary interviews 
C)  intercept interviews 
D)  observational data collection 
E)  ethnographic research 
A)  individual interviews 
B)  secondary interviews 
C)  intercept interviews 
D)  observational data collection 
E)  ethnographic research

Question 20

Fisher-Price Photo
-the Fisher-Price photo above,a researcher watches a young child play with his toys.This is an example of

Accepted Answer

A)  the use neuromarketing data to alter or improve a consumer's behavior. 
B)  the use of secondary data to alter or improve a consumer's behavior. 
C)  a researcher collecting observational data to use in future marketing actions. 
D)  a researcher collecting psychographic information to use in future marketing actions. 
E)  the use of personal interviews to collect subjective but essential information necessary to make informed marketing decisions. 
A)  the use neuromarketing data to alter or improve a consumer's behavior. 
B)  the use of secondary data to alter or improve a consumer's behavior. 
C)  a researcher collecting observational data to use in future marketing actions. 
D)  a researcher collecting psychographic information to use in future marketing actions. 
E)  the use of personal interviews to collect subjective but essential information necessary to make informed marketing decisions.

fifth step of the marketing research approach is to __________.

and describe the three main kinds of marketing research.

Figure 8-2b -Figure 8-2b above shows that primary data may be divided into three related parts.If "C" represents data collected from individual interviews,focus groups,trend hunting,etc.,which type of data is "C?"

Figure 8-5 -Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions.What does "E" represent?

new field of marketing that studies the brain and its response to marketing stimuli is referred to as

though primary data can be especially valuable to an individual firm,it often plays "second fiddle" to secondary data because

__________ question allows respondents to express opinions,ideas,or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.

Observational data refer to

survey of buyers' intentions forecast involves

test of whether marketing research should be done is

Figure 8-3 -Consider Figure 8-3 above,which is based on data collected from mechanical observations through the use of a _________ to prepare the Nielsen Television Index Ranking Report.

Based on the Fisher-Price Chatter Telephone example in the textbook,if a measure of success is "playtime" for a particular telephone design,what would be an example of a possible marketing action if the results of observation were "Children spent more time playing with new design?"

percentage of sales forecasts is made by the personal judgment of the individual decision maker who must act on the results of the forecast?

Figure 8-5 -Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions.What does "C" represent?

Marketing drivers are used with which of the four Ps?

Figure 8-6D: Average Annual Sales per Household of Tony's Pizza, by Age of Children in Household -Figure 8-6D above shows that

Fisher-Price Photo -the Fisher-Price photo above,a researcher watches a young child play with his toys.This is an example of

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

fifth step of the marketing research approach is to __________.

and describe the three main kinds of marketing research.

Figure 8-2b -Figure 8-2b above shows that primary data may be divided into three related parts.If "C" represents data collected from individual interviews,focus groups,trend hunting,etc.,which type of data is "C?"

Figure 8-5 -Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions.What does "E" represent?

new field of marketing that studies the brain and its response to marketing stimuli is referred to as

though primary data can be especially valuable to an individual firm,it often plays "second fiddle" to secondary data because

__________ question allows respondents to express opinions,ideas,or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.

Observational data refer to

survey of buyers' intentions forecast involves

test of whether marketing research should be done is

Figure 8-3 -Consider Figure 8-3 above,which is based on data collected from mechanical observations through the use of a _________ to prepare the Nielsen Television Index Ranking Report.

Based on the Fisher-Price Chatter Telephone example in the textbook,if a measure of success is "playtime" for a particular telephone design,what would be an example of a possible marketing action if the results of observation were "Children spent more time playing with new design?"

percentage of sales forecasts is made by the personal judgment of the individual decision maker who must act on the results of the forecast?

Figure 8-5 -Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions.What does "C" represent?

Marketing drivers are used with which of the four Ps?

Figure 8-6D: Average Annual Sales per Household of Tony's Pizza, by Age of Children in Household -Figure 8-6D above shows that

Fisher-Price Photo -the Fisher-Price photo above,a researcher watches a young child play with his toys.This is an example of

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