Question 1

When a marketing manager begins asking "what if" questions to determine how changes in a factor like price or advertising affect marketing results like sales or profits,she is performing a(n)_____ analysis.

Accepted Answer

A) marketing 
B) environmental 
C) sensitivity 
D) profitability

Question 2

Figure: 8-7 
-Referring to Figure 8-7,what is represented by the block identified as 'B'?

Accepted Answer

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

Question 3

A local farmer attempts to understand if by displaying a large neon sign describing a 'two-for-one' special on pumpkins will result in an increase in sales.This farmer is undertaking what type of research?

Accepted Answer

A) primary research 
B) causal research 
C) descriptive research 
D) exploratory research

Question 4

Neuromarketing is a new market research tool that measures the brain activity when exposed to different marketing stimuli.Which of the following statements regarding neuromarketing is FALSE?

Accepted Answer

A) need to use a small sample size. 
B) determines how a customer actually feels towards a product. 
C) can put thoughts into people's minds. 
D) very costly.

Question 5

When a marketing researcher uses a collection of reports,financial statements,and surveys from different departments within her firm,she is using:

Accepted Answer

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

Question 6

A marketer is offering free samples of ice cream to shoppers.After trying the sample,the marketer asks shoppers whether they would want to purchase a container.This is referred to as a(n)____________ experiment.

Accepted Answer

A) laboratory 
B) simulated 
C) field 
D) local

Question 7

Neuromarketing measures brain activity using either probes connected to the brain or an MRI.One of the main reasons for using neuromarketing research is to:

Accepted Answer

A) increase interviewer bias 
B) reduce interviewer bias 
C) eliminate interviewer bias 
D) correct respondent bias

Question 8

As a marketer for Whirlpool,you have access to a system that provides pricing and sales data for all of your brands of washing machines.This system is referred to as a:

Accepted Answer

A) data information system 
B) pricing dashboard 
C) marketing information system 
D) marketing dashboard

Question 9

Observing people and asking them questions are two ways to obtain:

Accepted Answer

A) primary data. 
B) internal secondary data. 
C) external secondary data. 
D) experimental independent variables.

Question 10

Which survey is most expensive because of the interviewer's time and travel expenses?

Accepted Answer

A) telephone 
B) personal interview 
C) focus groups 
D) mail

Question 11

All of the following are examples of internal secondary data EXCEPT:

Accepted Answer

A) Nielsen ratings reports for Ontario purchased by an organization. 
B) an organization's income statement and balance sheet for 2001. 
C) customer lists generated by an organization's marketing information system. 
D) studies conducted three years ago by the firm's market research department.

Question 12

By using social media to focus on unmet customer needs,it enables marketers to focus on:

Accepted Answer

A) product innovation 
B) developing products only wanted by a small market group 
C) tailoring content 
D) those customers who are the 'loudest'

Question 13

The National Health Interview Survey is conducted annually by the Centers for Disease Control and Prevention.By examining information gathered from sampling,it was able to announce that 14.1 percent of all Americans lacked health care insurance in 2001.A health care organization doing research on patient non-payment would refer to this information as _____ data.

Accepted Answer

A) proprietary 
B) primary 
C) secondary 
D) observational

Question 14

The type of question you are answering right now is an example of a(n)_____ question.

Accepted Answer

A) Likert scale 
B) fixed alternative 
C) dichotomous 
D) open-ended

Question 15

While attempting to organize a class party,which everyone is invited to,you ask a few of your friends where the venue should be.This is an example of:

Accepted Answer

A) nonprobability sampling. 
B) probability sampling. 
C) extrapolation. 
D) statistical inference.

Question 16

A general rule of thumb among marketing researchers is to use _____ first and then collect _____.

Accepted Answer

A) external secondary data; internal secondary data 
B) internal primary data; external primary data 
C) primary data; secondary data 
D) secondary data; primary data

Question 17

A market researcher showed a new brand of blue jeans to several groups of students and asked the students to rate the quality of the jeans.Two weeks later,the researcher showed the same students a television advertisement featuring super model Cindy Crawford wearing the new brand of jeans.The marketer asked the students to once again rate the quality of the jeans.The marketer predicted that after viewing the advertisement,the students' ratings of the new jeans would be more positive than their original ratings.In this experiment,students' ratings of the new blue jeans served as the:

Accepted Answer

A) dependent variable. 
B) independent variable. 
C) outside factors. 
D) secondary data.

Question 18

Alex works for RBC where he is trying understand whether the bank should be open on Sundays,in order to compete with CIBC.Which department is Alex likely a part of?

Accepted Answer

A) advertising 
B) sales 
C) publicity 
D) marketing research

Question 19

"I want to question recent graduates about their transportation preferences.See if you can find some graduates still living in town." The marketing researcher is using:

Accepted Answer

A) nonprobability sampling. 
B) probability sampling. 
C) extrapolation. 
D) statistical inference.

Question 20

Information provided by one firm on household demographics and lifestyle,purchases,TV viewing behaviour,and responses to promotions is called:

Accepted Answer

A) multi-source data. 
B) marketing research data. 
C) single source data. 
D) online data.

Exam 8: Marketing Research: From Information to Action

When a marketing manager begins asking "what if" questions to determine how changes in a factor like price or advertising affect marketing results like sales or profits,she is performing a(n) _____ analysis.

Figure: 8-7 -Referring to Figure 8-7,what is represented by the block identified as 'B'?