Question 1

Research that provides ideas about a vague problem is referred to as

Accepted Answer

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

Question 2

People posing as customers,who are paid to check on the quality of a company's products and services and write a detailed report on the experience,are referred to as __________.

Accepted Answer

A) mystery shoppers 
B) customer ombudsmen 
C) secret customers 
D) Facebook "likers" 
E) repeat customers 
A) mystery shoppers 
B) customer ombudsmen 
C) secret customers 
D) Facebook "likers" 
E) repeat customers

Question 3

Even though primary data can be especially valuable to an individual firm,secondary data is often used because

Accepted Answer

A) secondary data are much more up-to-date and tailored to a specific firm or industry. 
B) secondary data,although far more expensive,are also much more reliable. 
C) primary data are usually more costly and time consuming to collect. 
D) primary data can be accessed by virtually anyone so the information generated loses much of its value. 
E) primary data are less fact and figure based;they are more subjective and therefore more vulnerable to misinterpretation. 
A) secondary data are much more up-to-date and tailored to a specific firm or industry. 
B) secondary data,although far more expensive,are also much more reliable. 
C) primary data are usually more costly and time consuming to collect. 
D) primary data can be accessed by virtually anyone so the information generated loses much of its value. 
E) primary data are less fact and figure based;they are more subjective and therefore more vulnerable to misinterpretation.

Question 4

A special kind of individual interview in which researchers ask lengthy,free-flowing kinds of questions to probe for underlying ideas and feelings is called a(n)

Accepted Answer

A) focus group. 
B) discovery interview. 
C) probing interview. 
D) guided interview. 
E) depth interview. 
A) focus group. 
B) discovery interview. 
C) probing interview. 
D) guided interview. 
E) depth interview.

Question 5

Briefly explain what a marketing experiment is.Include the definitions of dependent and independent variables and give examples of each.

Accepted Answer

An experiment involves obtaining data by

Question 6

After qualifying by having seen at least six movies in the last year,members of tracking studies are asked three key questions,one of which is __________.

Accepted Answer

A) How much would you be willing to pay for a ticket? 
B) Will you be seeing the movie with someone else? If so,with whom? 
C) In your own words,what is the premise of the movie? 
D) Will you see the film this weekend? 
E) If you like the movie,what is the probability that you will purchase it when it is released on a DVD? 
A) How much would you be willing to pay for a ticket? 
B) Will you be seeing the movie with someone else? If so,with whom? 
C) In your own words,what is the premise of the movie? 
D) Will you see the film this weekend? 
E) If you like the movie,what is the probability that you will purchase it when it is released on a DVD?

Question 7

What marketing metric determines whether a TV program like American Idol remains on the Fox broadcast TV network?

Accepted Answer

A) appeal 
B) cost per ad 
C) rating 
D) poll 
E) frequency 
A) appeal 
B) cost per ad 
C) rating 
D) poll 
E) frequency

Question 8

Carma Laboratories,Inc. ,the maker of Carmex lip balm,used __________ to conduct marketing research to understand the nature of online conversations about lip balm.

Accepted Answer

A) ethnographic research 
B) depth interviews 
C) focus groups 
D) social media 
E) telephone surveys 
A) ethnographic research 
B) depth interviews 
C) focus groups 
D) social media 
E) telephone surveys

Question 9

Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions.What does "A" represent?

Accepted Answer

A) external data sources 
B) results 
C) data warehouse 
D) internal data sources 
E) buying queries 
A) external data sources 
B) results 
C) data warehouse 
D) internal data sources 
E) buying queries

Question 10

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and deal with claims.It wants to introduce its product into new markets,but before it does so,it wants to predict how successful its sales efforts will be.The first thing researchers did was invite a group of eight insured people to its headquarters to talk about home and auto insurance with a moderator.The purpose of this exploratory research was to gather information about the group members' attitudes toward insurance and their awareness of DirectProtect.Respondents' answers were recorded through the use the old "paper and pencil" method.While additional research still needs to be done,the marketing researchers were able to gather __________ data from the method they employed.

Accepted Answer

A) hypothetical 
B) generative 
C) evaluative 
D) questionnaire 
E) experiential 
A) hypothetical 
B) generative 
C) evaluative 
D) questionnaire 
E) experiential

Question 11

Effective decision makers develop specific __________,which are criteria or standards used in evaluating proposed solutions to the problem.

Accepted Answer

A) standards of accuracy 
B) measures of success 
C) measures of variability 
D) limits of consideration 
E) limits of probability 
A) standards of accuracy 
B) measures of success 
C) measures of variability 
D) limits of consideration 
E) limits of probability

Question 12

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

Accepted Answer

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

Question 13

According to Figure 8-1 above,"implement marketing actions" occurs during which step of the five-step marketing research approach?

Accepted Answer

A) "A" 
B) "B" 
C) "C" 
D) "D" 
E) "E" 
A) "A" 
B) "B" 
C) "C" 
D) "D" 
E) "E"

Question 14

Information technology refers to

Accepted Answer

A) any information derived from a nonpersonal source. 
B) operating computer networks that can store and process data. 
C) any hardware used in collecting information to be used in market research such as scanners,telephones,voting machines,etc. 
D) any activity that uses some form of electronic communication in the inventory,exchange,advertisement,distribution,and payment of goods and services. 
E) the inventions or innovations from applied science or engineering research. 
A) any information derived from a nonpersonal source. 
B) operating computer networks that can store and process data. 
C) any hardware used in collecting information to be used in market research such as scanners,telephones,voting machines,etc. 
D) any activity that uses some form of electronic communication in the inventory,exchange,advertisement,distribution,and payment of goods and services. 
E) the inventions or innovations from applied science or engineering research.

Question 15

The final step in the five-step marketing research approach includes making action recommendations,implementing action recommendations,and __________.

Accepted Answer

A) evaluating the results 
B) doing an environmental scan 
C) making sales or profit projections for the coming year(s) 
D) increasing or decreasing production based upon research collected 
E) identifying possible opportunities for growth 
A) evaluating the results 
B) doing an environmental scan 
C) making sales or profit projections for the coming year(s) 
D) increasing or decreasing production based upon research collected 
E) identifying possible opportunities for growth

Question 16

Information in online databases consist of two categories: (1)indexes to articles in periodicals,and (2)statistical or financial data on markets,products,and organizations.These can be accessed either directly,via Internet search engines,or using

Accepted Answer

A) portals through keyword searches. 
B) internal statistical data. 
C) probability sampling data. 
D) personal chat rooms. 
E) social media like Facebook. 
A) portals through keyword searches. 
B) internal statistical data. 
C) probability sampling data. 
D) personal chat rooms. 
E) social media like Facebook.

Question 17

Once a market researcher has defined the problem,developed the research plan,and collected the relevant information,what is the next step in the five-step marketing research approach?

Accepted Answer

A) set budgets 
B) determine target market 
C) take marketing actions 
D) develop findings 
E) determine if there is a planning gap between desired findings and actual findings 
A) set budgets 
B) determine target market 
C) take marketing actions 
D) develop findings 
E) determine if there is a planning gap between desired findings and actual findings

Question 18

Obtaining primary and secondary 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 19

Figure 8-7D above shows that

Accepted Answer

A) Tony's Pizza sales to households with some children between the ages of 13 to 17 increased significantly over the period 2010 and 2013. 
B) Tony's Pizza unit sales to households with children between the ages of 6 to 12 decreased over the period 2010 and 2013. 
C) Tony's Pizza sales to single-person households have remained relatively steady from 2010 and 2013. 
D) Tony's Pizza sales to households with no children under 18 have declined from 2010 and 2013. 
E) there is not a significant enough difference between age groups that would warrant a marketing action at this time. 
A) Tony's Pizza sales to households with some children between the ages of 13 to 17 increased significantly over the period 2010 and 2013. 
B) Tony's Pizza unit sales to households with children between the ages of 6 to 12 decreased over the period 2010 and 2013. 
C) Tony's Pizza sales to single-person households have remained relatively steady from 2010 and 2013. 
D) Tony's Pizza sales to households with no children under 18 have declined from 2010 and 2013. 
E) there is not a significant enough difference between age groups that would warrant a marketing action at this time.

Question 20

If a marketing manager queries a marketing information system to determine the effect of three different levels of price for a new product,he is using __________.

Accepted Answer

A) action analysis 
B) an environmental scan 
C) a problem search 
D) situational analysis 
E) sensitivity analysis 
A) action analysis 
B) an environmental scan 
C) a problem search 
D) situational analysis 
E) sensitivity analysis

Exam 8: Marketing Research: From Customer Insights to Actions

Research that provides ideas about a vague problem is referred to as

People posing as customers,who are paid to check on the quality of a company's products and services and write a detailed report on the experience,are referred to as __________.

Even though primary data can be especially valuable to an individual firm,secondary data is often used because

A special kind of individual interview in which researchers ask lengthy,free-flowing kinds of questions to probe for underlying ideas and feelings is called a(n)

Briefly explain what a marketing experiment is.Include the definitions of dependent and independent variables and give examples of each.

After qualifying by having seen at least six movies in the last year,members of tracking studies are asked three key questions,one of which is __________.

What marketing metric determines whether a TV program like American Idol remains on the Fox broadcast TV network?

Carma Laboratories,Inc. ,the maker of Carmex lip balm,used __________ to conduct marketing research to understand the nature of online conversations about lip balm.

Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions.What does "A" represent?

Effective decision makers develop specific __________,which are criteria or standards used in evaluating proposed solutions to the problem.

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

According to Figure 8-1 above,"implement marketing actions" occurs during which step of the five-step marketing research approach?

Information technology refers to

The final step in the five-step marketing research approach includes making action recommendations,implementing action recommendations,and __________.

Information in online databases consist of two categories: (1)indexes to articles in periodicals,and (2)statistical or financial data on markets,products,and organizations.These can be accessed either directly,via Internet search engines,or using

Once a market researcher has defined the problem,developed the research plan,and collected the relevant information,what is the next step in the five-step marketing research approach?

Obtaining primary and secondary data would take place during which step of the five-step marketing research approach?

Figure 8-7D above shows that

If a marketing manager queries a marketing information system to determine the effect of three different levels of price for a new product,he is using __________.

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