Question 1

__________ are revolutionizing not only the way people connect with each other but also the way today's products are advertised and sold.

Accepted Answer

A) Internet portals 
B) Social media 
C) Wikis 
D) Virtual focus groups 
E) E-journals 
A) Internet portals 
B) Social media 
C) Wikis 
D) Virtual focus groups 
E) E-journals

Question 2

Figure 8-2A above shows the two main types of data.If "B" represents the facts and figures that have already been recorded before the project at hand,which type of data is "B?"

Accepted Answer

A) compound data 
B) secondary data 
C) tertiary data 
D) primary data 
E) nonprobability data 
A) compound data 
B) secondary data 
C) tertiary data 
D) primary data 
E) nonprobability data

Question 3

The purpose of Nielsen Media Research's "cross-platform television ratings" is to

Accepted Answer

A) expand its scope to include the effectiveness of online college courses. 
B) expand its scope to include satellite radio programming. 
C) combine its new online campaign ratings with its existing TV ratings. 
D) expand its business to a global market. 
E) gain access to every American home that owns a television,mobile phone,or computer. 
A) expand its scope to include the effectiveness of online college courses. 
B) expand its scope to include satellite radio programming. 
C) combine its new online campaign ratings with its existing TV ratings. 
D) expand its business to a global market. 
E) gain access to every American home that owns a television,mobile phone,or computer.

Question 4

Consider Figure 8-4: Question 3 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 3 illustrates which type of question format?

Accepted Answer

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

Question 5

Questionnaire data refer to

Accepted Answer

A) the facts and figures obtained by observing people about their attitudes,awareness,intentions,and behaviors. 
B) the facts and figures obtained by analyzing people's brain waves as consumers complete surveys about their geodemographics,ethnographics,and behaviors. 
C) psychographic data obtained by asking people non-biased questions about their age,occupation,and income. 
D) the facts and figures obtained by asking people about their attitudes,awareness,intentions,and behaviors. 
E) any type of information about a consumer obtained through non-technological methods. 
A) the facts and figures obtained by observing people about their attitudes,awareness,intentions,and behaviors. 
B) the facts and figures obtained by analyzing people's brain waves as consumers complete surveys about their geodemographics,ethnographics,and behaviors. 
C) psychographic data obtained by asking people non-biased questions about their age,occupation,and income. 
D) the facts and figures obtained by asking people about their attitudes,awareness,intentions,and behaviors. 
E) any type of information about a consumer obtained through non-technological methods.

Question 6

The two main types of data are

Accepted Answer

A) independent and dependent. 
B) primary and secondary. 
C) comprehension and case specific. 
D) extraneous and experimental. 
E) measurable and non-measurable. 
A) independent and dependent. 
B) primary and secondary. 
C) comprehension and case specific. 
D) extraneous and experimental. 
E) measurable and non-measurable.

Question 7

The process of selecting representative elements from a population is referred to as

Accepted Answer

A) hypothesis generation. 
B) sampling. 
C) information gathering. 
D) statistical inference. 
E) probability extrapolation. 
A) hypothesis generation. 
B) sampling. 
C) information gathering. 
D) statistical inference. 
E) probability extrapolation.

Question 8

Briefly explain the best-known statistical method used by marketers to develop a company's sales forecasts.In your explanation,explain the strengths and weaknesses of using this method.

Accepted Answer

The best-known statistical method of for

Question 9

The two aspects of the process for evaluating the results of a marketing decision are (1)evaluate the decision itself and (2)__________.

Accepted Answer

A) evaluate the sales results. 
B) conduct a SWOT analysis. 
C) evaluate the decision process used. 
D) begin a new environmental scan. 
E) reallocate resources to become more efficient and effective. 
A) evaluate the sales results. 
B) conduct a SWOT analysis. 
C) evaluate the decision process used. 
D) begin a new environmental scan. 
E) reallocate resources to become more efficient and effective.

Question 10

Figure 8-8 above depicts what type of statistical forecasting?

Accepted Answer

A) causal analysis 
B) non-parametric regression 
C) curvilinear extrapolation 
D) infinite dimension 
E) linear trend extrapolation 
A) causal analysis 
B) non-parametric regression 
C) curvilinear extrapolation 
D) infinite dimension 
E) linear trend extrapolation

Question 11

What is neuromarketing? What does it do? Why is it important to marketers?

Accepted Answer

Neuromarketing was developed by Martin L

Question 12

__________ surveys are the best choice if a marketing researcher wants flexibility in asking probing questions or getting reactions to visual materials.

Accepted Answer

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

Question 13

According to Figure 8-1 above,"set research objectives" 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

Evaluating the results of a marketing decision involves

Accepted Answer

A) asking prospective customers if they are likely to buy the product during a specified future time period. 
B) requesting the firm's salespeople to estimate sales during a coming period. 
C) collecting data from marketing experts about changes in the environment. 
D) collecting projections from all regional sales managers and making projections based on a region to region basis. 
E) monitoring the marketplace to determine if action is necessary in the future. 
A) asking prospective customers if they are likely to buy the product during a specified future time period. 
B) requesting the firm's salespeople to estimate sales during a coming period. 
C) collecting data from marketing experts about changes in the environment. 
D) collecting projections from all regional sales managers and making projections based on a region to region basis. 
E) monitoring the marketplace to determine if action is necessary in the future.

Question 15

A salesforce survey forecast involves

Accepted Answer

A) asking prospective customers if they are likely to buy the product during some future time period. 
B) asking the firm's salespeople to estimate sales during a coming period. 
C) selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect. 
D) making decisions without any intervening steps. 
E) averaging the projections obtained from just regional sales managers and then making the final projection. 
A) asking prospective customers if they are likely to buy the product during some future time period. 
B) asking the firm's salespeople to estimate sales during a coming period. 
C) selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect. 
D) making decisions without any intervening steps. 
E) averaging the projections obtained from just regional sales managers and then making the final projection.

Question 16

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 have a prediction of how successful its sales efforts will be.The first thing researchers did was invite in a group of eight insured people to talk about home and auto insurance.Their conversations were recorded and later analyzed to determine if there were any differences between customers from different markets.This was an example of a(n)

Accepted Answer

A) experiment. 
B) focus group. 
C) panel. 
D) evaluative interview. 
E) depth interview. 
A) experiment. 
B) focus group. 
C) panel. 
D) evaluative interview. 
E) depth interview.

Question 17

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

Accepted Answer

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

Question 18

A decision refers to

Accepted Answer

A) a premeditated selection resulting in a personal action. 
B) a conscious choice among a set of alternatives that creates the least amount of risk. 
C) a conscious choice from among two or more alternatives. 
D) a subconscious selection of the alternative most consistent with one's personal beliefs. 
E) an unconscious choice selected from a subset of positive alternatives. 
A) a premeditated selection resulting in a personal action. 
B) a conscious choice among a set of alternatives that creates the least amount of risk. 
C) a conscious choice from among two or more alternatives. 
D) a subconscious selection of the alternative most consistent with one's personal beliefs. 
E) an unconscious choice selected from a subset of positive alternatives.

Question 19

The Belsen interview is a means of pretesting media surveys.It gathers facts and figures by asking people about their attitudes,beliefs,and awareness of various media.With this technique,a respondent is interviewed twice-first by an interviewer using the proposed survey and then by a different interviewer,who asks questions about the survey itself.The Belsen interview uses __________ data.

Accepted Answer

A) questionnaire 
B) secondary 
C) intercept 
D) observational 
E) synergistic 
A) questionnaire 
B) secondary 
C) intercept 
D) observational 
E) synergistic

Question 20

One test of whether marketing research should be done is if

Accepted Answer

A) different outcomes will lead to different marketing actions. 
B) multiple changes can be implemented simultaneously. 
C) interpreting the data can be done using a jury of executive opinions. 
D) the decision to undertake it is unanimous. 
E) there is a budget for the research. 
A) different outcomes will lead to different marketing actions. 
B) multiple changes can be implemented simultaneously. 
C) interpreting the data can be done using a jury of executive opinions. 
D) the decision to undertake it is unanimous. 
E) there is a budget for the research.

Exam 8: Marketing Research: From Customer Insights to Actions

__________ are revolutionizing not only the way people connect with each other but also the way today's products are advertised and sold.

Figure 8-2A above shows the two main types of data.If "B" represents the facts and figures that have already been recorded before the project at hand,which type of data is "B?"

The purpose of Nielsen Media Research's "cross-platform television ratings" is to

Consider Figure 8-4: Question 3 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 3 illustrates which type of question format?

Questionnaire data refer to

The two main types of data are

The process of selecting representative elements from a population is referred to as

Briefly explain the best-known statistical method used by marketers to develop a company's sales forecasts.In your explanation,explain the strengths and weaknesses of using this method.

The two aspects of the process for evaluating the results of a marketing decision are (1)evaluate the decision itself and (2)__________.

Figure 8-8 above depicts what type of statistical forecasting?

What is neuromarketing? What does it do? Why is it important to marketers?

__________ surveys are the best choice if a marketing researcher wants flexibility in asking probing questions or getting reactions to visual materials.

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

Evaluating the results of a marketing decision involves

A salesforce survey forecast involves

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

A decision refers to

One test of whether marketing research should be done is if

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