Question 1

Research objectives are

Accepted Answer

A) conjectures regarding marketing outcomes. 
B) general research guidelines. 
C) solutions to be evaluated. 
D) specific and measurable. 
E) research dashboards.

Question 2

Analyzing the data obtained during the marketing research project and presenting the findings take place during which step of the five-step marketing research approach?

Accepted Answer

A) Collect relevant information. 
B) Develop findings. 
C) Take marketing actions. 
D) Plan the budget. 
E) Identify constraints.

Question 3

All of the following are sources of primary data except

Accepted Answer

A) government publications. 
B) observational data. 
C) experiments. 
D) social media. 
E) panels.

Question 4

Marketing researchers are utilizing ___________ methods to observe responses to nonconscious stimuli.

Accepted Answer

A) extrapolation 
B) supposition 
C) implication 
D) neuromarketing 
E) one-way mirrors

Question 5

The 2012 __________ 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 6

Implementing marketing actions occurs during which step of the five-step marketing research approach?

Accepted Answer

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

Question 7

When Procter & Gamble acquired the Old Spice brand, it decided to reposition the brand by using different television and print advertising to see whether sales would increase. The level of sales is the __________ in this experiment.

Accepted Answer

A) dependent variable 
B) independent variable 
C) hypothesis 
D) extraneous variable 
E) error variable

Question 8

Marketing teams must be vigilant in looking for ways to improve the analysis and results in order to learn lessons that might apply to future marketing research efforts. Evaluating the results of marketing research involves

Accepted Answer

A) asking prospective customers if they are likely to buy the product during some future time period. 
B) requesting the firm's salespeople to forecast sales during a coming period. 
C) determining if the marketing research and analysis used to develop the recommendations was effective. 
D) collecting projections from all regional sales managers and making projections based on a region-to-region basis. 
E) collecting data from marketing experts about changes in the environment.

Question 9

__________ 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

Question 10

Marketers are increasingly using online surveys to collect primary data. One advantage is that

Accepted Answer

A) response rates are higher because consumers are anonymous. 
B) the quality of responses is better with online surveys than they are with personal interview surveys. 
C) turnaround time from data collection to report is much quicker than with traditional methods. 
D) consumers value e-mail surveys and feel highly regarded when receiving them. 
E) consumers want to be helpful so they complete the survey multiple times.

Question 11

When a marketing manager begins asking "what if" questions to determine how hypothetical changes in product or brand drivers can affect sales, she is performing __________ analysis.

Accepted Answer

A) a marketing 
B) an environmental 
C) a structured 
D) a query 
E) a sensitivity

Question 12

A(n) __________ question allows respondents to express opinions, ideas, or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.

Accepted Answer

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

Question 13

In which step of the marketing research process are managers responsible for actions?

Accepted Answer

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

Question 14

A(n) __________ scale is one in which the respondent indicates the extent to which he or she agrees or disagrees with a statement.

Accepted Answer

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

Question 15

Sherrie sold about $800 worth of produce last weekend at a farmer's market, but it was sunny and warm both days. This Saturday and Sunday are both supposed to be rainy, so she thinks fewer people will attend. She estimates she'll only sell about three-fourths of her total for last time, or $600. This is an example of

Accepted Answer

A) a direct forecast. 
B) a lost-horse forecast. 
C) a lost-cause forecast. 
D) an indirect forecast. 
E) an incremental forecast.

Question 16

What are the three actions a marketing manager must take in the final step of the five-step marketing research approach?

Accepted Answer

The answer of What are the three actions a marketing...

Question 17

The ___________________ interact to facilitate the work of the marketing researcher or data scientist.

Accepted Answer

A) elements of an intelligent marketing enterprise platform 
B) results and benefits of a cloud-based technology platform 
C) outputs of a data warehouse 
D) benefits of internal data sources over external data sources 
E) collection of servers accessed through an Internet connection

Question 18

Generally, filmmakers want movie titles that are short, memorable, appealing to consumers, and have no legal restrictions. These are names that

Accepted Answer

A) have the same factors that make a good brand name. 
B) seem familiar. 
C) use alliterative techniques. 
D) play it safe. 
E) appeal to multiple cultures.

Question 19

Why can't a marketing manager's decision making process stop when he or she has chosen the best alternative to solving a problem?

Accepted Answer

The answer of Why can't a marketing manager's decision making...

Question 20

Briefly explain the best-known statistical method, trend extrapolation, 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 answer of Briefly explain the best-known statistical method, trend...

Exam 8: Marketing Research: From Customer Insights to Actions