Question 1

Which of the following is one of the three frequently used sales forecasting techniques?

Accepted Answer

A) heuristic prognostications 
B) customer contracts 
C) trade association experts 
D) surveys of knowledgeable groups 
E) empirical studies

Question 2

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.

Question 3

A picture or verbal description of a product or service a firm might offer for sale is referred to as a(n)

Accepted Answer

A) constraint. 
B) exemplar. 
C) new-product concept. 
D) test offering. 
E) protocol.

Question 4

Figure 8-2
 
-Figure 8-2 above shows that primary data may be divided into three related parts.If D represents data obtained by asking people about their attitudes,awareness,intentions,and behaviors using individual interviews,focus groups,or online surveys,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

Question 5

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

Accepted Answer

The answer of What is data mining,and why is it...

Question 6

Research and media firm Youth Culture publishes Watch magazine,a teen publication distributed free to high school students.Unfortunately,the publication was unable to gauge whether it was meeting the needs of its audience.Youth Culture handed out surveys to learn how students felt about the publication.Feedback indicated teen boys and girls were demanding very different things from the publication.This feedback was gleaned from ________ data.

Accepted Answer

A) questionnaire 
B) internal secondary 
C) external secondary 
D) observational 
E) promotional sales

Question 7

Figure 8-2
 
-Figure 8-2 above shows that secondary data may be divided into two related parts.If Box A represents marketing input and outcome data (budgets,call reports,customer communications,etc. ),which type of data is A?

Accepted Answer

A) questionnaire data 
B) mined data 
C) internal secondary data 
D) external secondary data 
E) observational data

Question 8

A collection of databases,or ________,is where a firm's marketing data are stored.

Accepted Answer

A) data vault 
B) data depot 
C) data warehouse 
D) data storehouse 
E) data repository

Question 9

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.

Question 10

A firm using a test market to determine which pricing strategy results in highest sales for a new line of watches is an example of which type of marketing research?

Accepted Answer

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

Question 11

Figure 8-2
 
-Figure 8-2 above shows that primary data may be divided into three related parts.If C represents data obtained by watching how people actually behave using mechanical,personal,or neuromarketing methods,which type of data is C?

Accepted Answer

A) questionnaire data 
B) mined data 
C) internal secondary data 
D) external secondary data 
E) observational data

Question 12

When customers have their groceries scanned at the supermarket checkout counter,data regarding product sales and coupon redemptions are collected and processed by tracking services such as IRI's InfoScan.Consumer product firms such as Procter & Gamble use data collected by IRI to allocate scarce marketing resources.For P&G,such data should be considered

Accepted Answer

A) internal secondary data. 
B) primary data. 
C) external secondary data. 
D) sensitivity analysis. 
E) probability data.

Question 13

When Fisher-Price managers attempted to redesign its classic toy,the Chatter Telephone,they considered adding a noisemaker,wheels,and eyes to a basic plastic telephone,and thus they developed several

Accepted Answer

A) virtual prototypes. 
B) product substitutes. 
C) product hypotheses. 
D) new-product concepts. 
E) new-feature matrices.

Question 14

In marketing experiments,the independent variables of interest,sometimes called the marketing ________,are often one or more of the marketing mix elements.

Accepted Answer

A) factors 
B) drivers 
C) forces 
D) actions 
E) causalities

Exam 8: Marketing Research: From Customer Insights to Actions

Which of the following is one of the three frequently used sales forecasting techniques?

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

A picture or verbal description of a product or service a firm might offer for sale is referred to as a(n)

Figure 8-2 -Figure 8-2 above shows that primary data may be divided into three related parts.If D represents data obtained by asking people about their attitudes,awareness,intentions,and behaviors using individual interviews,focus groups,or online surveys,which type of data is D?

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

Figure 8-2 -Figure 8-2 above shows that secondary data may be divided into two related parts.If Box A represents marketing input and outcome data (budgets,call reports,customer communications,etc. ) ,which type of data is A?

A collection of databases,or ________,is where a firm's marketing data are stored.

A firm using a test market to determine which pricing strategy results in highest sales for a new line of watches is an example of which type of marketing research?

Figure 8-2 -Figure 8-2 above shows that primary data may be divided into three related parts.If C represents data obtained by watching how people actually behave using mechanical,personal,or neuromarketing methods,which type of data is C?

When Fisher-Price managers attempted to redesign its classic toy,the Chatter Telephone,they considered adding a noisemaker,wheels,and eyes to a basic plastic telephone,and thus they developed several

In marketing experiments,the independent variables of interest,sometimes called the marketing ________,are often one or more of the marketing mix elements.