Question 1

Sampling and statistical inference are special __________,which are vital in marketing research to solve all or part of a problem.

Accepted Answer

A) systems 
B) styles 
C) methods 
D) manners 
E) modes 
A) systems 
B) styles 
C) methods 
D) manners 
E) modes

Question 2

Consider the Marketing Research Method Photo B above.What type of primary research,idea generation method is MOST LIKELY being used by the researcher?

Accepted Answer

A) individual interview 
B) ethnographic research 
C) a focus group 
D) neuromarketing 
E) data mining 
A) individual interview 
B) ethnographic research 
C) a focus group 
D) neuromarketing 
E) data mining

Question 3

What type of marketing uses high-tech brain scanning instruments to record the brain's responses to various marketing stimuli (package designs,brand logos,fragrances,TV ads,and so on)via the five senses (sight,sound,smell,touch,and taste)?

Accepted Answer

A) subliminal marketing 
B) permission marketing 
C) ultrasense marketing 
D) optimization marketing 
E) neuromarketing 
A) subliminal marketing 
B) permission marketing 
C) ultrasense marketing 
D) optimization marketing 
E) neuromarketing

Question 4

A collection of databases that store,organize,and manage data sources is called a __________.

Accepted Answer

A) data vault 
B) data depot 
C) data storehouse 
D) data warehouse 
E) data stockroom 
A) data vault 
B) data depot 
C) data storehouse 
D) data warehouse 
E) data stockroom

Question 5

Marketers are increasingly using online surveys to collect primary data.One advantage is that

Accepted Answer

A) response rates are higher because consumers are anonymous. 
B) the quality of responses is better with online surveys than they are with personal interview surveys. 
C) turnaround time from data collection to report is much quicker than with traditional methods. 
D) consumers value e-mail surveys and feel highly regarded when receiving them. 
E) consumers want to be helpful so they complete the survey multiple times. 
A) response rates are higher because consumers are anonymous. 
B) the quality of responses is better with online surveys than they are with personal interview surveys. 
C) turnaround time from data collection to report is much quicker than with traditional methods. 
D) consumers value e-mail surveys and feel highly regarded when receiving them. 
E) consumers want to be helpful so they complete the survey multiple times.

Question 6

Why 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 7

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 and ethnocentrism. 
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 encounter products 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 and ethnocentrism. 
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 encounter products in their "natural use environment." 
E) Ethnographic researchers use videotapes to eliminate miscues of subtle emotional reactions that can skew market research results.

Question 8

A sales forecast refers to

Accepted Answer

A) the total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts. 
B) sales goals based on past performances of individual sales representatives,used as motivation for productivity among this staff. 
C) the total sales from a product that could be generated with a hypothetical set of preferred environmental forces. 
D) the total industry sales generated by a product during a specified time period that results from specified environmental conditions. 
E) published information about competitors' sales from the NAICS. 
A) the total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts. 
B) sales goals based on past performances of individual sales representatives,used as motivation for productivity among this staff. 
C) the total sales from a product that could be generated with a hypothetical set of preferred environmental forces. 
D) the total industry sales generated by a product during a specified time period that results from specified environmental conditions. 
E) published information about competitors' sales from the NAICS.

Question 9

Specifying constraints,identifying data needed for marketing actions,and determining how to collect data would take place during which step 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 10

Movie studios use market research to reduce their risk of losses by hiring firms like the National Research Group to conduct test screenings and tracking studies.Often,300 to 400 prospective moviegoers are recruited to attend a "sneak preview" of a film before its release.After viewing the movie,the audience fills out an exhaustive survey to

Accepted Answer

A) evaluate the quality of directing and producing. 
B) critique the title,plot,and characters. 
C) rate the performances of the individual actors and actresses. 
D) recall specific details of the plot and dialogue. 
E) compare the final film with the original script. 
A) evaluate the quality of directing and producing. 
B) critique the title,plot,and characters. 
C) rate the performances of the individual actors and actresses. 
D) recall specific details of the plot and dialogue. 
E) compare the final film with the original script.

Question 11

In marketing experiments,the independent variables of interest,sometimes called the marketing __________,are often one or more of the marketing mix elements.

Accepted Answer

A) factors 
B) drivers 
C) forces 
D) actions 
E) causalities 
A) factors 
B) drivers 
C) forces 
D) actions 
E) causalities

Question 12

Filmmakers want movie titles that use the same factors that make a good brand name.They must __________.

Accepted Answer

A) be creative 
B) seem familiar 
C) use alliterative techniques 
D) be easy to remember 
E) capture the essence of the film 
A) be creative 
B) seem familiar 
C) use alliterative techniques 
D) be easy to remember 
E) capture the essence of the film

Question 13

The total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts is referred to as the

Accepted Answer

A) prognostication. 
B) sales forecast. 
C) guesstimate. 
D) marketing intuition. 
E) market potential. 
A) prognostication. 
B) sales forecast. 
C) guesstimate. 
D) marketing intuition. 
E) market potential.

Question 14

Figure 8-7B above shows that

Accepted Answer

A) annual sales of Tony's Pizza increased over the period 2010 and 2013. 
B) average annual unit sales of Tony's Pizza per household decreased over the period 2010 and 2013. 
C) average dollar sales of Tony's Pizza have dropped from $3.4 million to $3.1 million. 
D) sales of Tony's Pizza to households with children declined over the period 2010 and 2013. 
E) smaller households bought less Tony's Pizza over the period 2010 and 2013. 
A) annual sales of Tony's Pizza increased over the period 2010 and 2013. 
B) average annual unit sales of Tony's Pizza per household decreased over the period 2010 and 2013. 
C) average dollar sales of Tony's Pizza have dropped from $3.4 million to $3.1 million. 
D) sales of Tony's Pizza to households with children declined over the period 2010 and 2013. 
E) smaller households bought less Tony's Pizza over the period 2010 and 2013.

Question 15

The 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 16

Google

Accepted Answer

A) is a depository of information on U.S.business,economic and trade activity collected by the federal government. 
B) is to the most direct way to access all government websites. 
C) provides up-to-the-minute business news and security prices plus research reports of companies,industries,and countries. 
D) is the most popular Internet portal where users can enter key words or topics for specific searches. 
E) accesses information in online databases and an index of blogs by primary topic. 
A) is a depository of information on U.S.business,economic and trade activity collected by the federal government. 
B) is to the most direct way to access all government websites. 
C) provides up-to-the-minute business news and security prices plus research reports of companies,industries,and countries. 
D) is the most popular Internet portal where users can enter key words or topics for specific searches. 
E) accesses information in online databases and an index of blogs by primary topic.

Question 17

GI Design is a small studio that designs and builds items such as fountains and tabletops made from copper.Greg,the owner,wanted to know 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) developing the research plan 
B) solving the problem 
C) developing findings and recommendations 
D) collecting relevant information 
E) taking marketing actions 
A) developing the research plan 
B) solving the problem 
C) developing findings and recommendations 
D) collecting relevant information 
E) taking marketing actions

Question 18

"What is your favorite thing about Target?" followed by several lines for a response is an example of which type of marketing research 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 19

Decision making is the act of

Accepted Answer

A) consciously choosing from among alternatives. 
B) consciously choosing an action that doesn't involve risk. 
C) subjectively selecting from a subset of positive alternatives. 
D) subconsciously selecting the alternative that is most consistent with one's personal beliefs. 
E) objectively selecting the most financially sound decision among two or more alternatives. 
A) consciously choosing from among alternatives. 
B) consciously choosing an action that doesn't involve risk. 
C) subjectively selecting from a subset of positive alternatives. 
D) subconsciously selecting the alternative that is most consistent with one's personal beliefs. 
E) objectively selecting the most financially sound decision among two or more alternatives.

Question 20

A 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

Exam 8: Marketing Research: From Customer Insights to Actions

Sampling and statistical inference are special __________,which are vital in marketing research to solve all or part of a problem.

Consider the Marketing Research Method Photo B above.What type of primary research,idea generation method is MOST LIKELY being used by the researcher?

What type of marketing uses high-tech brain scanning instruments to record the brain's responses to various marketing stimuli (package designs,brand logos,fragrances,TV ads,and so on)via the five senses (sight,sound,smell,touch,and taste)?

A collection of databases that store,organize,and manage data sources is called a __________.

Marketers are increasingly using online surveys to collect primary data.One advantage is that

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

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

A sales forecast refers to

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

In marketing experiments,the independent variables of interest,sometimes called the marketing __________,are often one or more of the marketing mix elements.

Filmmakers want movie titles that use the same factors that make a good brand name.They must __________.

The total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts is referred to as the

Figure 8-7B above shows that

The fourth step of the marketing research approach is to __________.

Google

"What is your favorite thing about Target?" followed by several lines for a response is an example of which type of marketing research question?

Decision making is the act of

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