Question 1

Semantic differential and Likert are question types that uses a(n)

Accepted Answer

A) scale. 
B) frequency distribution. 
C) measure of success. 
D) open-ended question. 
E) constraint.

Question 2

Consider Figure 8-6B above.Suppose you are an owner of a local Wendy's restaurant near a large urban college or university.You hired a marketing research firm to conduct a survey among a sample of respondents in your area to find out their patronage of fast-food restaurants.Four weeks after the firm conducted the survey,it presented the following results to you.If you were to target a specific group or market segment based on the results presented,which one would you select to develop a specific marketing program to reach them?

Accepted Answer

A) 45 and older 
B) once a week or more 
C) 25 to 44 
D) under 25 
E) once a month or less

Question 3

In marketing experiments,the independent variable is the __________ and the dependent variable is the __________.

Accepted Answer

A) element that never changes;element that always changes 
B) result;factor beyond the experimenter's control 
C) result of an action;cause of an action 
D) cause of an action;result of an action 
E) element that always changes;element that never changes

Question 4

According to Figure 8-1 above,what does "D" represent in the marketing research process?

Accepted Answer

A) define the problem 
B) develop the research plan 
C) develop findings 
D) collect relevant information 
E) take marketing actions

Question 5

Nielsen Media Research collects national TV ratings by using a "people meter." This is a box that is attached to TV sets,VCRs,DVRs,cable boxes,and satellite dishes in about 20,000 households across the country.A viewer uses the remote to signal the people meter that he or she is watching a TV program.The box then transmits the viewing information to the Nielsen Company.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 6

Data obtained by manipulating factors under tightly controlled conditions to test cause and effect is an example of

Accepted Answer

A) questionnaire data. 
B) virtual modeling. 
C) an experiment. 
D) a panel. 
E) nonprobability sampling.

Question 7

According to Figure 8-A above,when conducting marketing research,why would you ask the questions,"Did you like the ending?" and "If not,how would you change it?" after the test screening of a movie?

Accepted Answer

A) screen out people who simply want a free movie ticket 
B) change or clarify the ending of the movie 
C) determine the relationship between ticket prices and happy endings of movies 
D) identify people who frequently attend movies 
E) separate those aware of the movie ending from those who are not aware

Question 8

The Minnesota Twins,a professional baseball team,wanted to develop creative ways to boost sagging attendance at its ball games.The Twins hired a moderator who,after every home game during the month of July,led informal discussions with groups of 6 to 10 fans to find out what they did and did not like about the baseball team and their experience at the stadium.The discussions were videotaped so that researchers could review the data at a later date and in more detail.What are such informal research discussions called?

Accepted Answer

A) experiments 
B) secondary data 
C) focus groups 
D) panels 
E) depth interviews

Question 9

Set during the marketing research process,__________ are the specific,measurable goals the decision maker seeks to achieve in conducting the marketing research.

Accepted Answer

A) measures of success 
B) research constraints 
C) marketing research plans 
D) hypothetical scenarios 
E) research objectives

Question 10

According to Figure 8-1 above,"analyze the data" occurs during which step of the five-step marketing research approach?

Accepted Answer

A) "A" 
B) "B" 
C) "C" 
D) "D" 
E) "E"

Question 11

Consider Figure 8-4: Question 7 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Which of the following statements MOST LIKELY explains why Question 7 was included in the questionnaire?

Accepted Answer

A) Wendy's wanted to know how many people eat at home while watching TV. 
B) Wendy's wanted to know which forms of media were important sources of information to consumers when they decide where to eat. 
C) Wendy's wanted to understand how often consumers see flyers. 
D) Wendy's wanted to check newspaper circulation in the cities in which it does business. 
E) Wendy's wanted to find information about the education level of its customers according to the relative importance of their information sources.

Question 12

The National Health Interview Survey is conducted annually by the Centers for Disease Control and Prevention.By examining information gathered from a national sample of 600 respondents throughout the U.S. ,it was able to announce that 14.1 percent of all Americans lacked healthcare insurance.To make this statement,the Centers for Disease Control and Prevention had to use

Accepted Answer

A) focus groups. 
B) no constraints. 
C) internal secondary data. 
D) statistical inference. 
E) interpolation.

Question 13

The facts and figures obtained by asking people about their attitudes,awareness,intentions,and behaviors are referred to as

Accepted Answer

A) primary data. 
B) secondary data. 
C) statistical inference. 
D) observational data. 
E) questionnaire data.

Question 14

A cross tabulation refers to

Accepted Answer

A) the selection of a group of people,asking them questions,and treating their answers as typical of all those in whom they represent. 
B) a method of presenting and analyzing data involving two or more variables to discover relationships in the data. 
C) the extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions. 
D) "what if" questions that determine how hypothetical changes in marketing mix drivers influence the buying decisions of a household. 
E) the operation of computer networks that can store and process data.

Question 15

In evaluating whether its Facebook and Twitter social media programs are working well,Carmex considered using various marketing metrics.One metric it chose was __________,which quantifies the number of Carmex mentions on the Internet as a percentage of all mentions of major lip balm brands.

Accepted Answer

A) Carmex sentiment 
B) Carmex Twitter followers 
C) Carmex conversation velocity 
D) Carmex Facebook likes 
E) Carmex share of voice

Question 16

According to Figure 8-1 above,what does "E" represent in the marketing research process?

Accepted Answer

A) take marketing actions 
B) define the problem 
C) develop the research plan 
D) collect relevant information 
E) develop findings

Question 17

Prior to its production,Lego marketing managers developed a(n)__________ for the innovative Mindstorms EV3 robot capable of walking or skating,perhaps by adding an infrared sensor.

Accepted Answer

A) virtual concept 
B) product substitute 
C) product hypothesis 
D) new-feature matrices 
E) new-product concept

Question 18

Marine Midland Bank sent market researchers door-to-door in the neighborhoods surrounding its branch banks.Each researcher wanted to spend 15 minutes talking with a head of the household about his/her savings accounts to discuss why he/she did not also have checking accounts and credit cards with the bank.Marine Midland researchers were using __________ to collect these data.

Accepted Answer

A) secondary interviews 
B) individual interviews 
C) intercept interviews 
D) observational data collection 
E) ethnographic research

Question 19

Individual interviews involve

Accepted Answer

A) several people asking the same person the same questions over a period of time to check for answer reliability. 
B) asking respondents in a shopping mall to fill out a brief survey. 
C) a single researcher asking questions of one respondent. 
D) having the interviewee talk about specific aspects of a product or service using a video camera in his/her natural use environment. 
E) a panel of respondents participating in a guided discussion lead by an experienced moderator.

Question 20

Brand guru Martin Lindstrom believes that traditional marketing research is wasted because

Accepted Answer

A) consumers usually lie to researchers out of embarrassment. 
B) often competitors provide information that will purposefully throw off results. 
C) marketers almost always fail to follow proper statistics procedures. 
D) different researchers report different conclusions when analyzing the same data. 
E) much of a consumer's feelings toward products and brands resides in the subconscious part of the brain.

Exam 8: Marketing Research: From Customer Insights to Actions