Question 1

Which of the following would be best used to forecast the opening weekend box office sales for a new movie?

Accepted Answer

A) test screenings 
B) demographic analysis 
C) portfolio analysis 
D) advanced promotions 
E) tracking studies 
A) test screenings 
B) demographic analysis 
C) portfolio analysis 
D) advanced promotions 
E) tracking studies

Question 2

How do movie studios use marketing research?

Accepted Answer

Studios producing and marketing films em

Question 3

A potential difficulty with experiments like test markets is that outside factors,such as the actions of competitors,can distort the results by affecting __________,such as sales.

Accepted Answer

A) independent variables 
B) marketing drivers 
C) dependent variables 
D) causality variables 
E) probability variables 
A) independent variables 
B) marketing drivers 
C) dependent variables 
D) causality variables 
E) probability variables

Question 4

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

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

What is data mining and why is it used in marketing research?

Accepted Answer

Data mining is the extraction

Question 6

Observational data refer to

Accepted Answer

A) facts and figures newly collected for the project at hand. 
B) facts and figures obtained by asking people questions either through personal interviews,panel discussions,or questionnaires. 
C) facts and figures obtained by watching,either mechanically or in person,how people actually behave. 
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 asking people questions either through personal interviews,panel discussions,or questionnaires. 
C) facts and figures obtained by watching,either mechanically or in person,how people actually behave. 
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 7

What are some of the methods marketers use to conduct research and solve marketing problems? Include at least one specific print source.

Accepted Answer

Methods can include asking someone for i

Question 8

Facts and figures obtained by watching,either mechanically or in person,how people actually behave are referred to as __________ data.

Accepted Answer

A) virtual 
B) hypothetical 
C) primary source 
D) observational 
E) statistical 
A) virtual 
B) hypothetical 
C) primary source 
D) observational 
E) statistical

Question 9

A firm trying to obtain data on the number of households that buy a particular product would most likely use which type of marketing research?

Accepted Answer

A) descriptive 
B) explanatory 
C) exploratory 
D) causal 
E) concrete 
A) descriptive 
B) explanatory 
C) exploratory 
D) causal 
E) concrete

Question 10

Outdoor sign makers are trying hard to stay relevant as the era of targeted mobile advertising approaches,and their latest move is to add scent.In Morresville,NC,a billboard has been erected that,for parts of the day,emits the smell of grilling steak.The scent component of the sign operates during prime commute times.It was designed by ScentAir,whose spokesperson described the aroma as,"a blend of black pepper and kind of a charcoal grilling that smells like grilled meat with a nice pepper run on it." This is an example of

Accepted Answer

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

Question 11

As marketing vice president of Health Care Services,Inc. ,you are in charge of developing an experiment to test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory.Which experiment will do this best?

Accepted Answer

A) Create an incentive program for your salesforce based upon individual performance.Use increases in customer satisfaction as your dependent variable and increases in sales performance as your independent variable. 
B) Select three degrees of service health care (poor,good,average)as your independent variable and measure customer responses for each grade using the same number of sales representatives in each territory as your dependent variable. 
C) Create an incentive program for your salesforce based upon individual performance.Use increases in customer satisfaction as your independent variable and increases in sales performance as your dependent variable. 
D) Use a different number of salespeople in three different sales territories as your independent variable and changes in sales of health care services as the dependent variable. 
E) Create an incentive program for your salesforce based upon team performance.Use increases in customer satisfaction as your independent variable and increases in sales performance for the team as your dependent variable. 
A) Create an incentive program for your salesforce based upon individual performance.Use increases in customer satisfaction as your dependent variable and increases in sales performance as your independent variable. 
B) Select three degrees of service health care (poor,good,average)as your independent variable and measure customer responses for each grade using the same number of sales representatives in each territory as your dependent variable. 
C) Create an incentive program for your salesforce based upon individual performance.Use increases in customer satisfaction as your independent variable and increases in sales performance as your dependent variable. 
D) Use a different number of salespeople in three different sales territories as your independent variable and changes in sales of health care services as the dependent variable. 
E) Create an incentive program for your salesforce based upon team performance.Use increases in customer satisfaction as your independent variable and increases in sales performance for the team as your dependent variable.

Question 12

All of the following are examples of marketing input data EXCEPT:

Accepted Answer

A) advertising budgets. 
B) call reports. 
C) accounting records. 
D) sales budgets. 
E) advertising expenses. 
A) advertising budgets. 
B) call reports. 
C) accounting records. 
D) sales budgets. 
E) advertising expenses.

Question 13

__________ scale is one in which the respondent indicates the extent to which he or she agrees or disagrees with a statement.

Accepted Answer

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

Question 14

Published data from outside the organization are referred to as __________ data.

Accepted Answer

A) proprietary 
B) external primary 
C) internal secondary 
D) internal primary 
E) external secondary 
A) proprietary 
B) external primary 
C) internal secondary 
D) internal primary 
E) external secondary

Question 15

The __________ method has two advantages over other traditional methods of data collection: the cost is relatively minimal and the turnaround time for data collection to report presentation is much quicker.

Accepted Answer

A) personal interview 
B) telephone interview 
C) mail survey 
D) online survey 
E) fax survey 
A) personal interview 
B) telephone interview 
C) mail survey 
D) online survey 
E) fax survey

Question 16

In 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 17

__________ surveys are usually biased because those most likely to respond are those who have had especially positive or negative experiences with the product or brand.

Accepted Answer

A) Personal interview 
B) Online 
C) Telephone 
D) Fax 
E) Mail 
A) Personal interview 
B) Online 
C) Telephone 
D) Fax 
E) Mail

Question 18

In a decision,the restrictions placed on potential solutions to a problem are referred to as

Accepted Answer

A) objectives. 
B) inhibitors. 
C) dependent variables. 
D) obstructions. 
E) constraints. 
A) objectives. 
B) inhibitors. 
C) dependent variables. 
D) obstructions. 
E) constraints.

Question 19

After defining the problem and developing the research plan,the next step in the five-step marketing research approach is to

Accepted Answer

A) collect relevant information. 
B) develop findings and recommendations. 
C) take marketing actions. 
D) plan the research budget. 
E) identify the constraints on the process. 
A) collect relevant information. 
B) develop findings and recommendations. 
C) take marketing actions. 
D) plan the research budget. 
E) identify the constraints on the process.

Question 20

Mystery shoppers are people

Accepted Answer

A) hired by a firm to get legal,though not necessarily ethical,information about competitive firms. 
B) hired by a firm's employees to prove to the courts that competitors are using unfair pricing practices. 
C) hired by a customer to report on illegal or unethical practices that are regularly taking place at a particular establishment. 
D) who pose as customers to check on a firm's products or services and are paid to write a detailed report on their experiences. 
E) hired by law firms to check on the safety of their clients' products. 
A) hired by a firm to get legal,though not necessarily ethical,information about competitive firms. 
B) hired by a firm's employees to prove to the courts that competitors are using unfair pricing practices. 
C) hired by a customer to report on illegal or unethical practices that are regularly taking place at a particular establishment. 
D) who pose as customers to check on a firm's products or services and are paid to write a detailed report on their experiences. 
E) hired by law firms to check on the safety of their clients' products.

Exam 8: Marketing Research: From Customer Insights to Actions

Which of the following would be best used to forecast the opening weekend box office sales for a new movie?

How do movie studios use marketing research?

A potential difficulty with experiments like test markets is that outside factors,such as the actions of competitors,can distort the results by affecting __________,such as sales.

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

What is data mining and why is it used in marketing research?

Observational data refer to

What are some of the methods marketers use to conduct research and solve marketing problems? Include at least one specific print source.

Facts and figures obtained by watching,either mechanically or in person,how people actually behave are referred to as __________ data.

A firm trying to obtain data on the number of households that buy a particular product would most likely use which type of marketing research?

As marketing vice president of Health Care Services,Inc. ,you are in charge of developing an experiment to test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory.Which experiment will do this best?

All of the following are examples of marketing input data EXCEPT:

__________ scale is one in which the respondent indicates the extent to which he or she agrees or disagrees with a statement.

Published data from outside the organization are referred to as __________ data.

The __________ method has two advantages over other traditional methods of data collection: the cost is relatively minimal and the turnaround time for data collection to report presentation is much quicker.

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

__________ surveys are usually biased because those most likely to respond are those who have had especially positive or negative experiences with the product or brand.

In a decision,the restrictions placed on potential solutions to a problem are referred to as

After defining the problem and developing the research plan,the next step in the five-step marketing research approach is to

Mystery shoppers are people

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