Question 1

An advantage of using a panel of consumers for marketing research is

Accepted Answer

A) the discussion leader can help change negative panel responses into positive ones. 
B) the company can find out if consumers change their purchasing behavior over time. 
C) panel members often help each other by bringing up ideas for discussion that others didn't initially think of but that were important to them. 
D) there will usually be one panel member who dominates the discussion and helps keep the conversation focused. 
E) panel members are highly defined demographically,so it is relatively simple to replace an individual member without losing continuity. 
A) the discussion leader can help change negative panel responses into positive ones. 
B) the company can find out if consumers change their purchasing behavior over time. 
C) panel members often help each other by bringing up ideas for discussion that others didn't initially think of but that were important to them. 
D) there will usually be one panel member who dominates the discussion and helps keep the conversation focused. 
E) panel members are highly defined demographically,so it is relatively simple to replace an individual member without losing continuity.

Question 2

Researchers for Frito-Lay discovered that matte beige bags of potato chips picturing potatoes and other "healthy" ingredients in the snack don't trigger activity in the anterior cingulate cortex,an area of the brain associated with feelings of guilt,as much as shiny bags with pictures of chips.Frito-Lay then switched out of shiny packaging in the United States shortly thereafter.This is an example of using

Accepted Answer

A) extrapolation. 
B) supposition. 
C) implication. 
D) neuromarketing. 
E) conjecture. 
A) extrapolation. 
B) supposition. 
C) implication. 
D) neuromarketing. 
E) conjecture.

Question 3

"Why do you drink?" is an example of which type of question?

Accepted Answer

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

Question 4

There are three key elements when defining a marketing research problem.One of these is __________.

Accepted Answer

A) specify the objectives 
B) evaluate previous research results 
C) determine how to collect data 
D) identify possible marketing actions 
E) identify data needed for marketing actions 
A) specify the objectives 
B) evaluate previous research results 
C) determine how to collect data 
D) identify possible marketing actions 
E) identify data needed for marketing actions

Question 5

The 2007 __________ contains data on the number and sales of establishments in the United States that produce a product or service based on its geography,industry sector,and North American Industry Classification code.

Accepted Answer

A) Annual Retail Trade Survey 
B) Annual Survey of Manufacturers 
C) Economic Census 
D) Annual Wholesale Trade Survey 
E) Service Annual Survey 
A) Annual Retail Trade Survey 
B) Annual Survey of Manufacturers 
C) Economic Census 
D) Annual Wholesale Trade Survey 
E) Service Annual Survey

Question 6

In a marketing decision,constraints refer to

Accepted Answer

A) the external factors affecting the number of people who can work on a solution to a problem. 
B) the number of possible alternatives in a company's solution set. 
C) the restrictions placed on potential solutions to a problem. 
D) the internal factors affecting whether to select one alternative over another. 
E) the internal factors that determine who in the organization selects the best problem to fit the hypothetical solution. 
A) the external factors affecting the number of people who can work on a solution to a problem. 
B) the number of possible alternatives in a company's solution set. 
C) the restrictions placed on potential solutions to a problem. 
D) the internal factors affecting whether to select one alternative over another. 
E) the internal factors that determine who in the organization selects the best problem to fit the hypothetical solution.

Question 7

Consider the Marketing Research Method Photo A above.What type of primary research method is MOST LIKELY being used?

Accepted Answer

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

Question 8

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 9

Linear trend extrapolation is a form of trend extrapolation in which

Accepted Answer

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

Question 10

Specifying constraints,identifying data needed for marketing actions,and determining how to collect data,would all take place during which step of the five-step marketing research approach?

Accepted Answer

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

Question 11

According to Figure 8-1 above,what does "C" represent in the marketing research process?

Accepted Answer

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

Question 12

In setting research objectives,marketers have to be clear on the purpose of research they are about to do that leads to marketing actions.The three main types of marketing research include descriptive research,exploratory research,and __________ research.

Accepted Answer

A) causal 
B) virtual 
C) interactive 
D) effect 
E) interdisciplinary 
A) causal 
B) virtual 
C) interactive 
D) effect 
E) interdisciplinary

Question 13

What are the three kinds of marketing research that are used depending on the type of problem to be solved?

Accepted Answer

Three kinds of research include: (1)Expl

Question 14

Figure 8-7A: Annual Sales of Tony's Pizza and Figure 8-7B: Average Annual Sales of Tony's Pizza per Household
-Interpret and contrast Figure 8-7A and Figure 8-7B for Tony's Pizza.What findings would you present based on these findings?

Accepted Answer

"A" shows that annual unit sales of Tony

Question 15

Watch was a teen publication given out free to high school students,but the publication was unable to deliver the response rates to coupons or sample offers that its advertisers expected.After defining the marketing problem,its publisher developed a research plan,gathered information from teen focus groups,analyzed the findings,and replaced Watch magazine with Fuel for boys and Verve for girls.How would a marketer judge the publisher's actions?

Accepted Answer

A) Why fix something that is not broken? The magazine was still attracting some advertisers. 
B) It made a big deal out of a small decline-a few copy changes would have been enough. 
C) The approach it took was too complicated and costly to provide an effective solution to the problem. 
D) It took a systematic approach to analyzing the problem and responded to its advertisers' concerns. 
E) This publisher used an approach that works for corporations but will just waste time for a small publisher. 
A) Why fix something that is not broken? The magazine was still attracting some advertisers. 
B) It made a big deal out of a small decline-a few copy changes would have been enough. 
C) The approach it took was too complicated and costly to provide an effective solution to the problem. 
D) It took a systematic approach to analyzing the problem and responded to its advertisers' concerns. 
E) This publisher used an approach that works for corporations but will just waste time for a small publisher.

Question 16

Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30,a great deal of information was gathered from a sample of women to determine what types of items should be carried,the image of the store,its advertising,etc.Which of the following is an example of a closed-end question that might have been asked?

Accepted Answer

A) Why would you want to shop at a store that carries plus-size clothing? 
B) In what ways might you be uncomfortable shopping at a plus-size-only retailer? 
C) Would you be interested in buying the Torrid merchandise on the Internet? ___ Yes ___ No 
D) What type of person would shop at Torrid? 
E) What is your age? Please write the number in the space: __________ 
A) Why would you want to shop at a store that carries plus-size clothing? 
B) In what ways might you be uncomfortable shopping at a plus-size-only retailer? 
C) Would you be interested in buying the Torrid merchandise on the Internet? ___ Yes ___ No 
D) What type of person would shop at Torrid? 
E) What is your age? Please write the number in the space: __________

Question 17

Consider Figure 8-6B above.Suppose you are an owner of a local Wendy's restaurant near a large urban college or university.You hired a marketing research firm to conduct a survey among a sample of respondents in your area to find out their patronage of fast-food restaurants.Four weeks after the firm conducted the survey,it presented the following results to you.What does this figure represent?

Accepted Answer

A) a cross tabulation 
B) a trend extrapolation 
C) a Likert scale report 
D) a perceptual map 
E) a marketing input report 
A) a cross tabulation 
B) a trend extrapolation 
C) a Likert scale report 
D) a perceptual map 
E) a marketing input report

Question 18

All of the following are downsides to data mining EXCEPT:

Accepted Answer

A) much of the information found on the Internet is factually incorrect. 
B) personal,private data on most Americans is available on the Internet. 
C) it is easy for almost anyone to find out your personal information through both online and offline sources. 
D) you can also use the Internet to find out which companies are obtaining your personal data. 
E) many firms obtain personal,private data by placing "cookies" on a person's computer or use tracking "apps" to forward location information from a user's mobile phone. 
A) much of the information found on the Internet is factually incorrect. 
B) personal,private data on most Americans is available on the Internet. 
C) it is easy for almost anyone to find out your personal information through both online and offline sources. 
D) you can also use the Internet to find out which companies are obtaining your personal data. 
E) many firms obtain personal,private data by placing "cookies" on a person's computer or use tracking "apps" to forward location information from a user's mobile phone.

Question 19

Consider Figure 8-A above.When conducting marketing research,marketers ask key questions before the test screening of a movie.For the question,"How old are you?",what would be the action and use of this question ("A")to marketers?

Accepted Answer

A) identify people who fit the profile of the target audience for the movie 
B) identify people who frequently attend movies 
C) make sure the respondent meets recommended age requirements for being admitted to the movie (G,PG,R,etc. ) 
D) determine if the respondent is old enough to relate to the characters 
E) determine if the respondent is mature enough to provide valuable input when critiquing the elements of the movie 
A) identify people who fit the profile of the target audience for the movie 
B) identify people who frequently attend movies 
C) make sure the respondent meets recommended age requirements for being admitted to the movie (G,PG,R,etc. ) 
D) determine if the respondent is old enough to relate to the characters 
E) determine if the respondent is mature enough to provide valuable input when critiquing the elements of the movie

Question 20

Consider Figure 8-4: Question 8 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Which of the following statements MOST LIKELY explains why Question 8 was included in the questionnaire?

Accepted Answer

A) Wendy's wanted to know how often people eat at Wendy's and its competitors. 
B) Wendy's wanted to know why people were eating at its competitors. 
C) Wendy's wanted to know who eats at In 'N Out Burger. 
D) Wendy's wanted to estimate how many customers they could woo away from McDonald's. 
E) Wendy's wanted to find out if there was a relationship between coupons and customer loyalty. 
A) Wendy's wanted to know how often people eat at Wendy's and its competitors. 
B) Wendy's wanted to know why people were eating at its competitors. 
C) Wendy's wanted to know who eats at In 'N Out Burger. 
D) Wendy's wanted to estimate how many customers they could woo away from McDonald's. 
E) Wendy's wanted to find out if there was a relationship between coupons and customer loyalty.

An advantage of using a panel of consumers for marketing research is

"Why do you drink?" is an example of which type of question?

There are three key elements when defining a marketing research problem.One of these is __________.

The 2007 __________ contains data on the number and sales of establishments in the United States that produce a product or service based on its geography,industry sector,and North American Industry Classification code.

In a marketing decision,constraints refer to

Consider the Marketing Research Method Photo A above.What type of primary research method is MOST LIKELY being used?

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

Linear trend extrapolation is a form of trend extrapolation in which

Specifying constraints,identifying data needed for marketing actions,and determining how to collect data,would all take place during which step of the five-step marketing research approach?

According to Figure 8-1 above,what does "C" represent in the marketing research process?

In setting research objectives,marketers have to be clear on the purpose of research they are about to do that leads to marketing actions.The three main types of marketing research include descriptive research,exploratory research,and __________ research.

What are the three kinds of marketing research that are used depending on the type of problem to be solved?

Figure 8-7A: Annual Sales of Tony's Pizza and Figure 8-7B: Average Annual Sales of Tony's Pizza per Household -Interpret and contrast Figure 8-7A and Figure 8-7B for Tony's Pizza.What findings would you present based on these findings?

All of the following are downsides to data mining EXCEPT:

Consider Figure 8-A above.When conducting marketing research,marketers ask key questions before the test screening of a movie.For the question,"How old are you?",what would be the action and use of this question ("A")to marketers?

Consider Figure 8-4: Question 8 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Which of the following statements MOST LIKELY explains why Question 8 was included in the questionnaire?

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in 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 to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Building an Effective Marketing Plan

Financial Aspects of Marketing

Filters

Exam 8: Marketing Research: From Customer Insights to Actions

An advantage of using a panel of consumers for marketing research is

"Why do you drink?" is an example of which type of question?

There are three key elements when defining a marketing research problem.One of these is __________.

The 2007 __________ contains data on the number and sales of establishments in the United States that produce a product or service based on its geography,industry sector,and North American Industry Classification code.

In a marketing decision,constraints refer to

Consider the Marketing Research Method Photo A above.What type of primary research method is MOST LIKELY being used?

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

Linear trend extrapolation is a form of trend extrapolation in which

Specifying constraints,identifying data needed for marketing actions,and determining how to collect data,would all take place during which step of the five-step marketing research approach?

According to Figure 8-1 above,what does "C" represent in the marketing research process?

In setting research objectives,marketers have to be clear on the purpose of research they are about to do that leads to marketing actions.The three main types of marketing research include descriptive research,exploratory research,and __________ research.

What are the three kinds of marketing research that are used depending on the type of problem to be solved?

Figure 8-7A: Annual Sales of Tony's Pizza and Figure 8-7B: Average Annual Sales of Tony's Pizza per Household -Interpret and contrast Figure 8-7A and Figure 8-7B for Tony's Pizza.What findings would you present based on these findings?

All of the following are downsides to data mining EXCEPT:

Consider Figure 8-A above.When conducting marketing research,marketers ask key questions before the test screening of a movie.For the question,"How old are you?",what would be the action and use of this question ("A")to marketers?

Consider Figure 8-4: Question 8 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Which of the following statements MOST LIKELY explains why Question 8 was included in the questionnaire?

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in 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 to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Building an Effective Marketing Plan

Financial Aspects of Marketing

Filters