Question 1

Data mining refers to

Accepted Answer

A) any form of electronically generated market research. 
B) the extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions. 
C) a branch of marketing specializing in obtaining both objective and subjective data to be used by other companies or organizations. 
D) obtaining information about a competitor and its products for use by one's own firm. 
E) the use of information derived solely from unsolicited sources such as customer complaints or complements.

Question 2

What is the difference between a semantic differential scale and a Likert scale?

Accepted Answer

The answer of What is the difference between a semantic...

Question 3

Which of the following statements represents a possible measure of success in the first step of the five-step marketing research approach, defining the problem?

Accepted Answer

A) You have three weeks and $10,000 to determine if it is going to be profitable to serve breakfast on weekdays or not. 
B) If 3-year-olds like this product, then it stands to reason that 4-year-olds will like it even more. 
C) Use mail questionnaires, not focus groups. 
D) Let's identify the most cost-effective method of advertising. 
E) If the test subject eats most or all of the sample during the taste test, it will be assumed that he or she likes it.

Question 4

When a marketing researcher uses a collection of reports, customer letters, financial statements, and surveys from different departments within her firm to make marketing decisions today, she is using

Accepted Answer

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

Question 5

A potential difficulty with experiments such as test markets is that outside factors, such as the actions of competitors, can distort the results by affecting __________, such as sales.

Accepted Answer

A) independent variables 
B) marketing drivers 
C) dependent variables 
D) causality variables 
E) probability variables

Question 6

When customers have their groceries scanned at the supermarket checkout counter, the data 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. Which of the following data are not collected at retail checkout counters?

Accepted Answer

A) coupon redemptions 
B) product bar codes 
C) product sales 
D) free sample redemptions 
E) household demographics

Question 7

"Do you eat at fast-food restaurants regularly? Yes or No" is worded poorly because respondents don't know what "regularly" means. This is an example of __________ question.

Accepted Answer

A) an unanswerable 
B) an ambiguous 
C) two questions in one 
D) a leading 
E) a nonmutually exclusive

Question 8

The Journal of Marketing Research and the Journal of Marketing provide

Accepted Answer

A) up-to-date tables for the latest data on consumer sales, listed by industry. 
B) summaries of research methods and techniques valuable in addressing marketing problems. 
C) the latest data on marketing expenditures based on consumer geodemographics. 
D) postings of professional marketing opportunities at universities and colleges. 
E) an in-depth list of marketing positions and opportunities at major corporations.

Question 9

Nielsen collects national TV ratings by using a "people meter." This is a box that is attached to televisions, DVRs, cable boxes, and satellite dishes in about 30,000 households across the country; has a remote control that is used to indicate when a viewer begins and finishes watching a TV program; and stores and then transmits the viewing information to Nielsen each night. The information Nielsen is collecting is referred to as

Accepted Answer

A) internal secondary data. 
B) interactive industry data. 
C) sensitivity data. 
D) external secondary data. 
E) observational data.

Question 10

The foundation of all research using questionnaires is developing ________________ that get clear, unambiguous answers from respondents.

Accepted Answer

A) precise questions 
B) effective research protocols 
C) online surveys 
D) observational interventions 
E) synergistic techniques

Question 11

Making action recommendations, implementing action recommendations, 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 12

People posing as customers, who are paid to check on the quality of a company's products and services and write a detailed report on the experience, are referred to as

Accepted Answer

A) mystery shoppers. 
B) customer ombudsmen. 
C) secret customers. 
D) Facebook "likers." 
E) repeat customers.

Question 13

The __________ method has two advantages over other traditional methods of data collection. The cost is relatively minimal and the turnaround time for data collection to report presentation is much quicker:

Accepted Answer

A) personal interview 
B) telephone interview 
C) mail survey 
D) online survey 
E) fax survey

Question 14

The two main types of data are

Accepted Answer

A) independent and dependent. 
B) primary and secondary. 
C) comprehension and case specific. 
D) extraneous and experimental. 
E) measurable and non-measurable.

Question 15

When high-tech brain scanning techniques are being applied, what type of primary research method is most likely being used?

Accepted Answer

A) extrapolation 
B) hypothesizing 
C) neuromarketing 
D) deduction 
E) conjecture

Question 16

By _________________, IKEA noticed that customers often stopped shopping when their baskets or carts were full, so additional shopping bags are now placed throughout IKEA stores.

Accepted Answer

A) using survey data 
B) the use of mystery shoppers 
C) neuromarketing 
D) interviewing employees 
E) watching consumers in person

Question 17

What is a panel? How is it used in marketing research? What disadvantages are associated with panels?

Accepted Answer

The answer of What is a panel? How is it...

Question 18

When Marine Midland Bank sent market researchers with surveys door-to-door in the neighborhoods surrounding its branch banks to ask people with savings accounts why they did not also have checking accounts and credit cards with Marine Midland, they were gathering __________ data.

Accepted Answer

A) intercept 
B) secondary 
C) questionnaire 
D) observational 
E) nonprobability

Question 19

In a question that was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers, respondents were required to select from one or more response options. This illustrates which type of question format?

Accepted Answer

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

Question 20

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

Accepted Answer

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

Exam 8: Marketing Research: From Customer Insights to Actions