Question 1

A sample of consumers or stores from which researchers take a series of measurements is referred to as a(n)

Accepted Answer

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

Question 2

National TV ratings,collected with a "people meter" and published by Nielsen Media Research,are an example of __________ data.

Accepted Answer

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

Question 3

Consider Figure 8-4: Question 6 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 6 illustrates which type of question format?

Accepted Answer

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

Question 4

Figure 8-2B above shows that secondary data may be divided into two related parts.If "A" represents marketing input and outcome data (budgets,call reports,customer communications,etc. ),which type of data is "A?"

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 5

Facts and figures that are newly collected for a project at hand are referred to as

Accepted Answer

A) statistical data. 
B) empirical data. 
C) secondary data. 
D) primary data. 
E) inferential data. 
A) statistical data. 
B) empirical data. 
C) secondary data. 
D) primary data. 
E) inferential data.

Question 6

Strongly Agree ( )Agree ( )Disagree ( )Strongly Disagree

Accepted Answer

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

Question 7

Surveys that enable the interviewer to be flexible in asking probing questions or getting reactions to visual materials would be best conducted using

Accepted Answer

A) mail surveys. 
B) telephone interviews. 
C) fax surveys. 
D) individual interviews. 
E) on-line surveys. 
A) mail surveys. 
B) telephone interviews. 
C) fax surveys. 
D) individual interviews. 
E) on-line surveys.

Question 8

Measures of success refer to

Accepted Answer

A) the goals the decision maker seeks to achieve in solving a problem. 
B) criteria or standards used in evaluating proposed solutions to a problem. 
C) identification of acceptable alternatives for collecting data to solve a problem. 
D) objective data used to identify the most profitable solution to a marketing problem. 
E) subjective data used to identify the most profitable solution to a marketing problem. 
A) the goals the decision maker seeks to achieve in solving a problem. 
B) criteria or standards used in evaluating proposed solutions to a problem. 
C) identification of acceptable alternatives for collecting data to solve a problem. 
D) objective data used to identify the most profitable solution to a marketing problem. 
E) subjective data used to identify the most profitable solution to a marketing problem.

Question 9

__________ involves 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.

Accepted Answer

A) direct forecast 
B) lost-horse forecast 
C) lost-cause forecast 
D) indirect forecast 
E) incremental forecast 
A) direct forecast 
B) lost-horse forecast 
C) lost-cause forecast 
D) indirect forecast 
E) incremental forecast

Question 10

Sherrie sold about $800 worth of produce last weekend at a Farmer's Market,but it was sunny and warm both days.This Saturday and Sunday are both supposed to be rainy,so she thinks fewer people will attend.She estimates she'll only sell about ¾ of her total for last time,or $600.This is an example of a(n)

Accepted Answer

A) direct forecast 
B) lost-horse forecast 
C) lost-cause forecast 
D) indirect forecast 
E) incremental forecast 
A) direct forecast 
B) lost-horse forecast 
C) lost-cause forecast 
D) indirect forecast 
E) incremental forecast

Question 11

"Have you been to a dentist within the past 6 months? ___ Yes ___ No?" is an example of which type of question?

Accepted Answer

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

Question 12

Melanie manages a local store for a national drug store chain,and had received complaints from several customers about rude employees.In order to determine the status of her customer service,Shelly hired a team of marketing researchers,who posed as customers shopping in the store.Occasionally,they may buy something,but their primary purpose was to take notes and record the actions of the service staff.The research notes Melanie received were a form of __________ data.

Accepted Answer

A) secondary 
B) developmental 
C) observational 
D) national 
E) questionnaire 
A) secondary 
B) developmental 
C) observational 
D) national 
E) questionnaire

Question 13

Consider Figure 8-B above.The question "Do you eat at fast-food restaurants regularly: Yes or No?" is worded poorly because respondents don't know what "regularly" means.This is an example of a(n)__________ question.

Accepted Answer

A) unanswerable 
B) ambiguous 
C) two questions in one 
D) leading 
E) nonmutually exclusive 
A) unanswerable 
B) ambiguous 
C) two questions in one 
D) leading 
E) nonmutually exclusive

Question 14

When Procter & Gamble acquired the Old Spice brand,it decided to reposition the brand by using different television and print advertising to see whether sales would increase.The level of sales 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 15

A 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 16

A 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 target market. 
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 target market. 
E) the people only participate if they think they will receive something in return,so their answers are often biased.

Question 17

A marketing research approach that uses a discussion leader to interview 6 to 10 past,present,or prospective customers is referred to as

Accepted Answer

A) a depth interview. 
B) data mining. 
C) a research team. 
D) a focused interview. 
E) a focus group. 
A) a depth interview. 
B) data mining. 
C) a research team. 
D) a focused interview. 
E) a focus group.

Question 18

Trend extrapolation involves

Accepted Answer

A) extending a pattern observed in past data into the future. 
B) selecting specific points on a graph of sales or market share,multiplying by the cost of living index,and allowing for a variation of plus or minus 3%. 
C) averaging the total sales or market share for the previous 5 years and multiplying that number by the expected GDP growth rate for the next year (say 1.5%)to arrive at the next year's forecast. 
D) selecting a given percentage and using that number as a yearly predictive base regardless of changes in sales,revenue,or market share. 
E) collecting projections from all regional sales managers and making the final projection. 
A) extending a pattern observed in past data into the future. 
B) selecting specific points on a graph of sales or market share,multiplying by the cost of living index,and allowing for a variation of plus or minus 3%. 
C) averaging the total sales or market share for the previous 5 years and multiplying that number by the expected GDP growth rate for the next year (say 1.5%)to arrive at the next year's forecast. 
D) selecting a given percentage and using that number as a yearly predictive base regardless of changes in sales,revenue,or market share. 
E) collecting projections from all regional sales managers and making the final projection.

Question 19

Consider Figure 8-6A 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.Which group of people in terms of age of household had the largest response to the survey?

Accepted Answer

A) 45 and older 
B) once a week or more 
C) 25 to 44 
D) once a month or less 
E) under 25 
A) 45 and older 
B) once a week or more 
C) 25 to 44 
D) once a month or less 
E) under 25

Question 20

Making action recommendations,implementing action recommendations,and evaluating results take place during which step of the five-step marketing research approach?

Accepted Answer

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

Exam 8: Marketing Research: From Customer Insights to Actions

A sample of consumers or stores from which researchers take a series of measurements is referred to as a(n)

National TV ratings,collected with a "people meter" and published by Nielsen Media Research,are an example of __________ data.

Consider Figure 8-4: Question 6 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 6 illustrates which type of question format?

Figure 8-2B above shows that secondary data may be divided into two related parts.If "A" represents marketing input and outcome data (budgets,call reports,customer communications,etc. ),which type of data is "A?"

Facts and figures that are newly collected for a project at hand are referred to as

Strongly Agree ( )Agree ( )Disagree ( )Strongly Disagree

Surveys that enable the interviewer to be flexible in asking probing questions or getting reactions to visual materials would be best conducted using

Measures of success refer to

__________ involves 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.

"Have you been to a dentist within the past 6 months? ___ Yes ___ No?" is an example of which type of question?

Consider Figure 8-B above.The question "Do you eat at fast-food restaurants regularly: Yes or No?" is worded poorly because respondents don't know what "regularly" means.This is an example of a(n)__________ question.

When Procter & Gamble acquired the Old Spice brand,it decided to reposition the brand by using different television and print advertising to see whether sales would increase.The level of sales is the __________ in this experiment.

A survey of buyers' intentions forecast involves

A disadvantage of the mall intercept interview method is

A marketing research approach that uses a discussion leader to interview 6 to 10 past,present,or prospective customers is referred to as

Trend extrapolation involves

Making action recommendations,implementing action recommendations,and evaluating results take place during which step of the five-step marketing research approach?

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

"Have you been to a dentist within the past 6 months? _ Yes _ No?" is an example of which type of question?