Question 1

Making recommendations,implementing them,and evaluating results take place during which step of the five-step marketing research approach?

Accepted Answer

A) Define the problem. 
B) Take marketing actions. 
C) Collect relevant information. 
D) Develop findings. 
E) Develop the research plan.

Question 2

When Karsh and Hagan Advertising Agency uses information found in the Nielsen Television Index Ranking Report published by Nielsen to plan television advertising schedules for its clients,it is relying on ________ data.

Accepted Answer

A) neuromarketing 
B) primary 
C) internal secondary 
D) observational 
E) external secondary

Question 3

Google

Accepted Answer

A) is a repository of information on U.S.business,economic,and trade activity collected by the federal government. 
B) is to the most direct way to access all government websites. 
C) provides up-to-the-minute business news and security prices plus research reports of companies,industries,and countries. 
D) is the most popular Internet portal where users can enter keywords for specific searches. 
E) accesses information in online databases and an index of blogs by primary topic.

Question 4

Each survey method,from focus groups to personal interviews,results in valuable ________,which are facts and figures obtained by asking people about their attitudes,awareness,intentions,and behaviors.

Accepted Answer

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

Question 5

The purpose of Nielsen's cross-platform television rating system 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 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 6

Primary data refer to

Accepted Answer

A) facts and figures that are newly collected for a project at hand. 
B) facts and figures that have already been recorded before the project at hand. 
C) facts and figures obtained by watching people mechanically rather than in person. 
D) facts and figures obtained by asking people questions through the use of information technology. 
E) conclusions developed from information obtained from a representative sample of a population.

Question 7

Figure 8-4,Question 2
 
-A(n)________ question is the simplest form of a fixed alternative question that allows only a "yes" or "no" response.

Accepted Answer

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

Question 8

Figure 8-4,Question 2
 
-"Have you been to a dentist within the past twelve months? ___ Yes ___ No" is an example of which type of question?

Accepted Answer

A) Likert scale 
B) semantic differential 
C) dichotomous 
D) open-ended 
E) evaluative

Question 9

When conducting marketing experiments,the independent variable often involves marketing mix elements such as product features or coupons,while dependent variables often include

Accepted Answer

A) elements of the environmental forces that cannot be controlled. 
B) changes in channels of distribution or pricing. 
C) elements of the marketing mix that cannot be manipulated. 
D) the primary experimental hypothesis. 
E) changes in purchases such as dollar or unit sales of individuals or organizations.

Question 10

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to 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 marketing research firm hired to conduct the research study has six months to gather,analyze,and present its data to DirectProtect.The required time frame is an example of a(n)

Accepted Answer

A) dependent variable. 
B) obstruction. 
C) objective. 
D) constraint. 
E) independent variable.

Question 11

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 needs a prediction of how successful its sales efforts will be.Researchers invited four groups 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.One of these discussions is an example of a(n)

Accepted Answer

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

Question 12

Figure 8-4,Question 2
 
-A(n)________ 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

Question 13

If a researcher is concerned that data may be out of date or the parameters may not entirely suit the project,which type of data is this likely to be?

Accepted Answer

A) questionnaire data 
B) mined data 
C) secondary data 
D) patented data 
E) observational data

Question 14

Two key elements in deciding how to collect marketing data are

Accepted Answer

A) concepts and values. 
B) concepts and methods. 
C) constraints and hypotheses. 
D) terms and constraints. 
E) terms and hypotheses.

Question 15

The 2017 ________ contains data on the number and sales of establishments in the United States that produce a product or service based on its geography,industry sector,and North American Industry Classification System code.

Accepted Answer

A) Annual Retail Trade Survey 
B) Annual Survey of Manufacturers 
C) Economic Census 
D) Annual Wholesale Trade Survey 
E) Service Annual Survey

Question 16

Facts and figures that are newly collected for a project at hand are referred to as

Accepted Answer

A) statistical data. 
B) empirical data. 
C) secondary data. 
D) primary data. 
E) inferential data.

Question 17

In marketing research,________ involves generalizing the results from the sample to much larger groups of distributors,customers,or prospects to help decide on marketing actions.

Accepted Answer

A) nonprobability sampling 
B) probability sampling 
C) extrapolation 
D) statistical inference 
E) criteria sampling

Question 18

An advantage of using a panel of consumers for marketing research is

Accepted Answer

A) the discussion leader can help change negative panel responses into positive ones. 
B) the company can find out if consumers change their purchasing behavior over time. 
C) panel members often help each other by bringing up ideas for discussion that others didn't initially think of but that were important to them. 
D) there will usually be one panel member who dominates the discussion and helps keep the conversation focused. 
E) panel members are highly defined demographically,so it is relatively simple to replace an individual member without losing continuity.

Question 19

A ________ is a sample of consumers or stores from which researchers take a series of measurements.

Accepted Answer

A) representative group 
B) jury of executive opinion 
C) panel 
D) survey of experts 
E) focus group

Question 20

While querying the company's databases,marketing researchers for a convenience store chain discovered that when consumers bought a sandwich,many also purchased toothpaste.Researchers used ________ to uncover the statistical link between the two product categories.

Accepted Answer

A) linear trend extrapolation 
B) heuristic modeling 
C) data mining 
D) descriptive research 
E) business intelligence

Exam 8: Marketing Research: From Customer Insights to Actions

Making recommendations,implementing them,and evaluating results take place during which step of the five-step marketing research approach?

When Karsh and Hagan Advertising Agency uses information found in the Nielsen Television Index Ranking Report published by Nielsen to plan television advertising schedules for its clients,it is relying on ________ data.

Google

Each survey method,from focus groups to personal interviews,results in valuable ________,which are facts and figures obtained by asking people about their attitudes,awareness,intentions,and behaviors.

The purpose of Nielsen's cross-platform television rating system is to

Primary data refer to

Figure 8-4,Question 2 -A(n) ________ question is the simplest form of a fixed alternative question that allows only a "yes" or "no" response.

Figure 8-4,Question 2 -"Have you been to a dentist within the past twelve months? _ Yes _ No" is an example of which type of question?

When conducting marketing experiments,the independent variable often involves marketing mix elements such as product features or coupons,while dependent variables often include

Figure 8-4,Question 2 -A(n) ________ question requires respondents to select one or more response options from a set of predetermined choices.

If a researcher is concerned that data may be out of date or the parameters may not entirely suit the project,which type of data is this likely to be?

Two key elements in deciding how to collect marketing data are

The 2017 ________ contains data on the number and sales of establishments in the United States that produce a product or service based on its geography,industry sector,and North American Industry Classification System code.

Facts and figures that are newly collected for a project at hand are referred to as

In marketing research,________ involves generalizing the results from the sample to much larger groups of distributors,customers,or prospects to help decide on marketing actions.

An advantage of using a panel of consumers for marketing research is

A ________ is a sample of consumers or stores from which researchers take a series of measurements.

While querying the company's databases,marketing researchers for a convenience store chain discovered that when consumers bought a sandwich,many also purchased toothpaste.Researchers used ________ to uncover the statistical link between the two product categories.

Exam 8: Marketing Research: From Customer Insights to Actions

Making recommendations,implementing them,and evaluating results take place during which step of the five-step marketing research approach?

When Karsh and Hagan Advertising Agency uses information found in the Nielsen Television Index Ranking Report published by Nielsen to plan television advertising schedules for its clients,it is relying on ________ data.

Google

Each survey method,from focus groups to personal interviews,results in valuable ________,which are facts and figures obtained by asking people about their attitudes,awareness,intentions,and behaviors.

The purpose of Nielsen's cross-platform television rating system is to

Primary data refer to

Figure 8-4,Question 2 -A(n) ________ question is the simplest form of a fixed alternative question that allows only a "yes" or "no" response.

Figure 8-4,Question 2 -"Have you been to a dentist within the past twelve months? ___ Yes ___ No" is an example of which type of question?

When conducting marketing experiments,the independent variable often involves marketing mix elements such as product features or coupons,while dependent variables often include

Figure 8-4,Question 2 -A(n) ________ question requires respondents to select one or more response options from a set of predetermined choices.

If a researcher is concerned that data may be out of date or the parameters may not entirely suit the project,which type of data is this likely to be?

Two key elements in deciding how to collect marketing data are

The 2017 ________ contains data on the number and sales of establishments in the United States that produce a product or service based on its geography,industry sector,and North American Industry Classification System code.

Facts and figures that are newly collected for a project at hand are referred to as

In marketing research,________ involves generalizing the results from the sample to much larger groups of distributors,customers,or prospects to help decide on marketing actions.

An advantage of using a panel of consumers for marketing research is

A ________ is a sample of consumers or stores from which researchers take a series of measurements.

While querying the company's databases,marketing researchers for a convenience store chain discovered that when consumers bought a sandwich,many also purchased toothpaste.Researchers used ________ to uncover the statistical link between the two product categories.

Figure 8-4,Question 2 -"Have you been to a dentist within the past twelve months? _ Yes _ No" is an example of which type of question?