Question 1

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

Accepted Answer

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

Question 2

What is a panel? How is it used in marketing research? What disadvantage is associated with its use?

Accepted Answer

A panel is a sample of consumers or stor

Question 3

All the following in Figure 8-C above represent __________ that serve as independent variables in marketing experiments.

Accepted Answer

A) marketing dashboards 
B) environmental forces 
C) marketing drivers 
D) the market mix 
E) "what if" factors 
A) marketing dashboards 
B) environmental forces 
C) marketing drivers 
D) the market mix 
E) "what if" factors

Question 4

List the elements of an information technology system used to help answer marketing questions.

Accepted Answer

An information technology system used to

Question 5

Pennington's Superstore,which specializes in plus-size fashions for women,wanted to determine if it should add a line of plus-size junior wear.The following statement reflects which step in the five-step marketing research approach?: "To compare the effectiveness of offering products for the teenage market in our current stores versus opening separate stores targeted directly to this market,let's distribute questionnaires to current shoppers and solicit their opinions,set up some focus groups with plus-size teens,and locate any relevant secondary research."

Accepted Answer

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

Question 6

Research that involves trying to determine the extent to which the change in one factor changes another one is referred to as

Accepted Answer

A) virtual research. 
B) interactive research. 
C) exploratory research. 
D) descriptive research. 
E) causal research. 
A) virtual research. 
B) interactive research. 
C) exploratory research. 
D) descriptive research. 
E) causal research.

Question 7

Analyzing data and presenting the results of this analysis 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 8

Several marketing data services provide information on household demographics and lifestyle,purchases,TV viewing behavior,etc.The principle advantage of these services is that

Accepted Answer

A) one service can collect,analyze,interrelate,and present this information. 
B) all data collection and analysis is computerized,so the results obtained are almost instantaneous. 
C) members of the firm can be included in the analysis of data,making the results more reliable. 
D) the service gets paid on a percentage basis;the better the information,the higher the fee. 
E) firms using these services get discounts if they share their customer data with competitors. 
A) one service can collect,analyze,interrelate,and present this information. 
B) all data collection and analysis is computerized,so the results obtained are almost instantaneous. 
C) members of the firm can be included in the analysis of data,making the results more reliable. 
D) the service gets paid on a percentage basis;the better the information,the higher the fee. 
E) firms using these services get discounts if they share their customer data with competitors.

Question 9

The Sessions,Field of Dreams,and Million Dollar Baby are examples of successful movies that could have failed because

Accepted Answer

A) too little money was spent on promotion. 
B) they were targeting the wrong target market segments. 
C) there was too little similarity between the original book and the screenplay. 
D) their original titles did not convey the correct message to their prospective audiences. 
E) too much time lapsed between their promotions and their releases. 
A) too little money was spent on promotion. 
B) they were targeting the wrong target market segments. 
C) there was too little similarity between the original book and the screenplay. 
D) their original titles did not convey the correct message to their prospective audiences. 
E) too much time lapsed between their promotions and their releases.

Question 10

__________ question requires respondents to select one or more response options from a set of predetermined choices.

Accepted Answer

A) depth interview 
B) open-ended 
C) fixed-alternative 
D) attitudinal 
E) semantic differential 
A) depth interview 
B) open-ended 
C) fixed-alternative 
D) attitudinal 
E) semantic differential

Question 11

All of the following are idea evaluation methods EXCEPT:

Accepted Answer

A) a mail survey. 
B) an online survey. 
C) a focus group. 
D) a telephone survey. 
E) an e-mail survey. 
A) a mail survey. 
B) an online survey. 
C) a focus group. 
D) a telephone survey. 
E) an e-mail survey.

Question 12

Marketing research refers to

Accepted Answer

A) the process of systematically collecting and analyzing information in order to define a marketing problem. 
B) the use of information technology to find objective solutions to a marketing problem. 
C) the process of defining a marketing problem and opportunity,systematically collecting and analyzing information,and recommending actions. 
D) the use of subjective data such as interviews and observation to complement empirical data obtained through the use of information technology. 
E) the science of using observable human behavior in order to identify and solve marketing problems. 
A) the process of systematically collecting and analyzing information in order to define a marketing problem. 
B) the use of information technology to find objective solutions to a marketing problem. 
C) the process of defining a marketing problem and opportunity,systematically collecting and analyzing information,and recommending actions. 
D) the use of subjective data such as interviews and observation to complement empirical data obtained through the use of information technology. 
E) the science of using observable human behavior in order to identify and solve marketing problems.

Question 13

Based on __________,the Campbell's Soup Company changed the labels of most of its soup cans.

Accepted Answer

A) external secondary data-an article in the Journal of Consumer Behavior on ethnographic research 
B) social media Facebook comments and Twitter "tweets" analysis 
C) internal secondary data-sales reports on soup sales by flavor and package type (can or microwave bowl) 
D) neuromarketing studies 
E) online/e-mail questionnaires 
A) external secondary data-an article in the Journal of Consumer Behavior on ethnographic research 
B) social media Facebook comments and Twitter "tweets" analysis 
C) internal secondary data-sales reports on soup sales by flavor and package type (can or microwave bowl) 
D) neuromarketing studies 
E) online/e-mail questionnaires

Question 14

A test market for a new Kellogg's cereal is an example of

Accepted Answer

A) hypothesis generation. 
B) an experiment. 
C) modular research. 
D) virtual modeling. 
E) probability sampling. 
A) hypothesis generation. 
B) an experiment. 
C) modular research. 
D) virtual modeling. 
E) probability sampling.

Question 15

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

Accepted Answer

A) The primary purpose of marketing research is to collect data for historical purposes. 
B) When collecting marketing research,people may not be willing to tell you what you want to know if it is potentially embarrassing. 
C) Marketing research,if done properly,will always result in a positive marketing result. 
D) People are just as able to give accurate information about products they have only heard about as those they have actually used. 
E) Among those people who participate in market research studies,there is an almost perfect correlation between a respondent's stated intentions and his/her actual buying behavior. 
A) The primary purpose of marketing research is to collect data for historical purposes. 
B) When collecting marketing research,people may not be willing to tell you what you want to know if it is potentially embarrassing. 
C) Marketing research,if done properly,will always result in a positive marketing result. 
D) People are just as able to give accurate information about products they have only heard about as those they have actually used. 
E) Among those people who participate in market research studies,there is an almost perfect correlation between a respondent's stated intentions and his/her actual buying behavior.

Question 16

Marketing information or data consists of secondary and primary data.Define each of these types of marketing information.Give examples for secondary and primary data.

Accepted Answer

Data,the facts and figures related to th

Question 17

According to research conducted by Canadian cultural anthropologists,Canadians place a high importance on personal relationships.This leads them to be extremely reluctant to buy through an impersonal medium like a telephone.For an insurance company that was hoping to sell insurance through telemarketers,this research would be an example of

Accepted Answer

A) internal secondary data. 
B) a constraint. 
C) an assumption. 
D) a dependent variable. 
E) external secondary data. 
A) internal secondary data. 
B) a constraint. 
C) an assumption. 
D) a dependent variable. 
E) external secondary data.

Question 18

Setting research objectives and identifying possible marketing actions that might result from the research 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) obtain secondary data 
E) define the problem 
A) collect relevant information 
B) develop the research plan 
C) develop findings 
D) obtain secondary data 
E) define the problem

Question 19

Movie studios use tracking studies in which prospective moviegoers are asked questions about an upcoming film release to help them forecast sales.This is an example of

Accepted Answer

A) movie advertising. 
B) marketing research. 
C) tactical support. 
D) cross-movie research. 
E) movie audits. 
A) movie advertising. 
B) marketing research. 
C) tactical support. 
D) cross-movie research. 
E) movie audits.

Question 20

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 an open-ended question that might have been asked in the survey?

Accepted Answer

A) "Do you wear a dress larger than size 12?" 
B) "How old are you?" 
C) "Would you shop at a store that only sold plus-size clothing?" 
D) "Why do you wear that particular fashion style?" 
E) "Do you think the stores should use bright- or subtle-colored fixtures?" 
A) "Do you wear a dress larger than size 12?" 
B) "How old are you?" 
C) "Would you shop at a store that only sold plus-size clothing?" 
D) "Why do you wear that particular fashion style?" 
E) "Do you think the stores should use bright- or subtle-colored fixtures?"

Exam 8: Marketing Research: From Customer Insights to Actions

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

What is a panel? How is it used in marketing research? What disadvantage is associated with its use?

All the following in Figure 8-C above represent __________ that serve as independent variables in marketing experiments.

List the elements of an information technology system used to help answer marketing questions.

Research that involves trying to determine the extent to which the change in one factor changes another one is referred to as

Analyzing data and presenting the results of this analysis would take place during which step of the five-step marketing research approach?

Several marketing data services provide information on household demographics and lifestyle,purchases,TV viewing behavior,etc.The principle advantage of these services is that

The Sessions,Field of Dreams,and Million Dollar Baby are examples of successful movies that could have failed because

__________ question requires respondents to select one or more response options from a set of predetermined choices.

All of the following are idea evaluation methods EXCEPT:

Marketing research refers to

Based on __________,the Campbell's Soup Company changed the labels of most of its soup cans.

A test market for a new Kellogg's cereal is an example of

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

Marketing information or data consists of secondary and primary data.Define each of these types of marketing information.Give examples for secondary and primary data.

Setting research objectives and identifying possible marketing actions that might result from the research would take place during which step of the five-step marketing research approach?

Movie studios use tracking studies in which prospective moviegoers are asked questions about an upcoming film release to help them forecast sales.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 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