Question 1

Amity Inc. is a firm which collects and processes household data and sells it to other firms which produce consumer durables. Amity is an example of a ________ research firm.

Accepted Answer

A)  custom marketing 
B)  specialty-line marketing 
C)  syndicated-service 
D)  generic marketing 
E)  focused marketing

Question 2

A questionnaire used in a survey contains a question such as: "Retail-R-Us offers the best everyday prices" and the responses that the respondents can opt for are: "Strongly Disagree," "Disagree," "No opinion," "Agree," "Strongly Agree." Identify and define the type of closed-end question that has been exemplified in this case.

Accepted Answer

The answer of A questionnaire used in a survey contains...

Question 3

Marketing expenses and investments as inputs can be quantified only in the long run, whereas the resulting outputs such as broader brand awareness, enhanced brand image, greater customer loyalty, and improved new product prospects manifest themselves in the short run.

Accepted Answer

A) True 
 B)False

Question 4

Researchers should generalize findings from focus group participants to the whole market.

Accepted Answer

A) True 
 B)False

Question 5

If a marketing researcher decides to use a Likert scale, the researcher has chosen a technique wherein the respondent reviews a statement that shows the amount of agreement/disagreement with some product, service, or concept.

Accepted Answer

A) True 
 B)False

Question 6

A scale that connects two bipolar words is called a ________.

Accepted Answer

A)  dichotomous question 
B)  multiple-choice question 
C)  Likert scale 
D)  semantic differential 
E)  word association

Question 7

Two complimentary approaches to measure marketing productivity are ________ and marketing-mix modeling.

Accepted Answer

A)  quality ratios 
B)  salesperson satisfaction rates 
C)  marketing metrics 
D)  retailer satisfaction indices 
E)  customer feedback surveys

Question 8

Visualization requires people to create a collage from magazine photos or drawings to depict their perceptions.

Accepted Answer

A) True 
 B)False

Question 9

The Bledsoe Marketing Research group has been hired to administer a series of questions to shoppers in a local mall. If questions on the survey questionnaire have only two possible responses (such as "yes/no"), what type of questions are these?

Accepted Answer

The answer of The Bledsoe Marketing Research group has been...

Question 10

When American Airlines asked how many first-class passengers would purchase in-flight Internet service at $25, they were conducting ________ research.

Accepted Answer

A)  causal 
B)  exploratory 
C)  secondary 
D)  ethnographic 
E)  descriptive

Question 11

The goal of ethnographic research is to ________.

Accepted Answer

A)  capture cause-and-effect relationships by eliminating competing explanations of the observed findings 
B)  understand consumers' behavior by observing a sample group discussing various topics of interest at length 
C)  study demographic variables such as age, gender, income, education, and so on, in relation to consumer buying patterns 
D)  analyze customers' purchasing behavior through catalog purchases and customer databases 
E)  immerse the researcher into consumers' lives to uncover unarticulated desires that might not surface in any other form of research

Question 12

According to the concept of ________, a series of increasingly more specific "why" questions can reveal consumer motivation and consumers' deeper, more abstract goals.

Accepted Answer

A)  word association 
B)  projection 
C)  visualizing 
D)  brand personification 
E)  laddering

Question 13

During a ZMET study, Chloe selected images that, when entered into the computer program, suggested the metaphor related to the meeting of past, present, and future, or the ________ metaphor.

Accepted Answer

A)  Balance 
B)  Transformation 
C)  Journey 
D)  Container 
E)  Control

Question 14

The goal of ethnographic research is to immerse the researcher into consumers' lives to uncover unarticulated desires that might not surface in any other form of research.

Accepted Answer

A) True 
 B)False

Question 15

________ data are data that were collected for another purpose and already exist.

Accepted Answer

A)  Primary 
B)  Secondary 
C)  Primitive 
D)  Cross-sectional 
E)  Ordinate

Question 16

________ provide diagnostic information about how and why we observe certain effects in the marketplace, and what that means to marketers.

Accepted Answer

A)  Marketing insights 
B)  Marketing metrics 
C)  Marketing channels 
D)  Marketing information systems 
E)  Marketing-mix models

Question 17

In ________ interviews, researchers stop people at a shopping mall or busy street corner and request an interview on the spot.

Accepted Answer

A)  intercept 
B)  arranged 
C)  group 
D)  structured 
E)  behavioral

Question 18

Which of the following is an internal marketing metric that companies need to monitor?

Accepted Answer

A)  market share 
B)  consumer satisfaction 
C)  relative perceived quality 
D)  total number of customers 
E)  relative employee satisfaction

Question 19

________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.

Accepted Answer

A)  Marketing communications 
B)  Internal marketing 
C)  Marketing research 
D)  Market segmentation 
E)  Marketing planning

Question 20

Aromas is a popular brand of cosmetic products. During the last quarter, the company suffered a drop in sales of some of its more popular offerings. In an attempt to find out the problem, Aromas designed an online questionnaire for its existing customers, who can fill out the questionnaire and also leave their comments and suggestions for improvement. What are the problems that Aromas is likely to face by using this method of contacting its customers?

Accepted Answer

The answer of Aromas is a popular brand of cosmetic...

Exam 4: Conducting Marketing Research

Amity Inc. is a firm which collects and processes household data and sells it to other firms which produce consumer durables. Amity is an example of a ________ research firm.

Marketing expenses and investments as inputs can be quantified only in the long run, whereas the resulting outputs such as broader brand awareness, enhanced brand image, greater customer loyalty, and improved new product prospects manifest themselves in the short run.

Researchers should generalize findings from focus group participants to the whole market.

If a marketing researcher decides to use a Likert scale, the researcher has chosen a technique wherein the respondent reviews a statement that shows the amount of agreement/disagreement with some product, service, or concept.

A scale that connects two bipolar words is called a ________.

Two complimentary approaches to measure marketing productivity are ________ and marketing-mix modeling.

Visualization requires people to create a collage from magazine photos or drawings to depict their perceptions.

The Bledsoe Marketing Research group has been hired to administer a series of questions to shoppers in a local mall. If questions on the survey questionnaire have only two possible responses (such as "yes/no"), what type of questions are these?

When American Airlines asked how many first-class passengers would purchase in-flight Internet service at $25, they were conducting ________ research.

The goal of ethnographic research is to ________.

According to the concept of ________, a series of increasingly more specific "why" questions can reveal consumer motivation and consumers' deeper, more abstract goals.

During a ZMET study, Chloe selected images that, when entered into the computer program, suggested the metaphor related to the meeting of past, present, and future, or the ________ metaphor.

The goal of ethnographic research is to immerse the researcher into consumers' lives to uncover unarticulated desires that might not surface in any other form of research.

________ data are data that were collected for another purpose and already exist.

________ provide diagnostic information about how and why we observe certain effects in the marketplace, and what that means to marketers.

In ________ interviews, researchers stop people at a shopping mall or busy street corner and request an interview on the spot.

Which of the following is an internal marketing metric that companies need to monitor?

________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.