Question 1

Briefly explain the best-known statistical method 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 best-known statistical method of for...

Question 2

The U.S.Census Bureau publishes the __________,which is conducted every five years and contains detailed information on the number and sales of U.S.establishments that produce goods or resources.

Accepted Answer

A)  North American Industry Classification System
B)  Economic Census
C)  Annual Survey of Manufacturers
D)  Annual Wholesale Trade Survey
E)  Survey of Business OwnersF) B) and D)
G) A) and E)

Question 3

Filmmakers want movie titles that use the same factors that make a good brand name.They must __________.

Accepted Answer

A)  be creative
B)  seem familiar
C)  use alliterative techniques
D)  be easy to remember
E)  capture the essence of the filmF) B) and D)
G) None of the above

Question 4

Several marketing data services provide information on household demographics and lifestyle,purchases,TV viewing behavior,etc.The principle advantage of these services is that

Accepted Answer

A)  one service can collect,analyze,interrelate,and present this information.
B)  all data collection and analysis is computerized,so the results obtained are almost instantaneous.
C)  members of the firm can be included in the analysis of data,making the results more reliable.
D)  the service gets paid on a percentage basis; the better the information,the higher the fee.
E)  firms using these services get discounts if they share their customer data with competitors.F) A) and C)
G) D) and E)

Question 5

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.F) C) and D)
G) A) and B)

Question 6

Several market research companies pay households and businesses to record all their purchases using a paper or electronic diary,which allows for an economical way to collect consistent data over time.These data are referred to as __________.

Accepted Answer

A)  sponsored data
B)  data reciprocity
C)  syndicated sampling
D)  syndicated panel data
E)  data journalingF) All of the above
G) C) and E)

Question 7

Drawing conclusions about a population from a sample taken from that population is referred to as

Accepted Answer

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

Question 8

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 dataF) C) and D)
G) None of the above

Question 9

Information in online databases consist of two categories: (1) indexes to articles in periodicals,and (2) statistical or financial data on markets,products,and organizations.These can be accessed either directly,via Internet search engines,or using

Accepted Answer

A)  portals through keyword searches.
B)  internal statistical data.
C)  probability sampling data.
D)  personal chat rooms.
E)  social media like Facebook.F) A) and B)
G) B) and E)

Question 10

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.F) A) and E)
G) A) and D)

Question 11

A disadvantage of a __________ is that the marketing research firm needs to recruit new members continually to replace those who drop out.

Accepted Answer

A)  representative group
B)  mall intercept interviews
C)  focus group
D)  survey of experts
E)  panelF) A) and B)
G) A) and E)

Question 12

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.F) None of the above
G) B) and C)

Question 13

The most common way of collecting questionnaire data to generate ideas,which involves a single researcher asking questions of one respondent,is referred to as a(n)

Accepted Answer

A)  panel.
B)  focus consultation.
C)  individual interview.
D)  face-to-face exchange.
E)  interactional interview.F) A) and C)
G) None of the above

Question 14

Melanie manages a local store for a national drug store chain,and had received complaints from several customers about rude employees.In order to determine the status of her customer service,Shelly hired a team of marketing researchers.The researchers posed as customers shopping in the store,but were actually taking notes and recording the actions of the service staff.The research notes Melanie received were a form of __________ data.

Accepted Answer

A)  secondary
B)  developmental
C)  observational
D)  national
E)  questionnaireF) A) and E)
G) None of the above

Question 15

When conducting marketing research,why would you ask the questions,"Did you like the ending?" 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 awareF) B) and E)
G) C) and D)

Question 16

A survey of buyers' intentions forecast involves

Accepted Answer

A)  starting with the last known value of the item being forecast,listing the factors that could affect the forecast,assessing whether they have a positive or negative impact,and making the final forecast.
B)  making decisions without any intervening steps.
C)  asking prospective customers if they are likely to buy the product during some future time period.
D)  asking the firm's salespeople to estimate sales during a coming period.
E)  selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect.F) A) and B)
G) None of the above

Question 17

What are the two most common constraints in marketing problem solving?

Accepted Answer

A)  limitations of personnel and office space
B)  limitations on the time and money available
C)  government regulations and rights to privacy
D)  limitations on access to upper and middle management
E)  limitations of the thinking and creativity of the firm's advertising agencyF) B) and E)
G) B) and D)

Question 18

Research and media firm Youth Culture publishes Watch magazine,a teen publication given out free to high school students.Unfortunately,the publication was unable to gauge whether or not it was meeting the needs of its audience.Youth Culture handed out surveys to learn how students felt about the publication.Feedback indicated teen boys and girls were demanding very different things from the publication.This feedback was gleaned from __________ data.

Accepted Answer

A)  questionnaire
B)  internal secondary
C)  external secondary
D)  observational
E)  promotional salesF) A) and B)
G) A) and C)

Question 19

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 researchF) C) and D)
G) B) and C)

Question 20

Which of the following is NOT 
a disadvantage of online surveys?

Accepted Answer

A)  e-mail surveys may be viewed as "junk"
B)  the cost
C)  some potential respondents have a "pop-up blocker" that prohibits a browser from opening a separate window that contains the survey
D)  unless a researcher uses Zoomerang,respondents can complete the survey multiple times,creating a significant bias in the results
E)  some potential respondents may employ spam blockers.F) A) and D)
G) B) and D)

Exam 7: Marketing Research: From Customer Insights to Actions

The most common way of collecting questionnaire data to generate ideas,which involves a single researcher asking questions of one respondent,is referred to as a(n)

Correct Answer
verified

Several market research companies pay households and businesses to record all their purchases using a paper or electronic diary,which allows for an economical way to collect consistent data over time.These data are referred to as __________.

Correct Answer
verified

When conducting marketing research,why would you ask the questions,"Did you like the ending?" after the test screening of a movie?

Correct Answer
verified

A survey of buyers' intentions forecast involves

Correct Answer
verified

Information in online databases consist of two categories: (1) indexes to articles in periodicals,and (2) statistical or financial data on markets,products,and organizations.These can be accessed either directly,via Internet search engines,or using

Correct Answer
verified

The two main types of data are

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Briefly explain the best-known statistical method used by marketers to develop a company's sales forecasts.In your explanation,explain the strengths and weaknesses of using this method.

Correct Answer
verified
The best-known statistical method of for...
View Answer

Correct Answer
verified

Correct Answer
verified

Filmmakers want movie titles that use the same factors that make a good brand name.They must __________.

Correct Answer
verified

A disadvantage of a __________ is that the marketing research firm needs to recruit new members continually to replace those who drop out.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

What are the two most common constraints in marketing problem solving?

Correct Answer
verified

The U.S.Census Bureau publishes the __________,which is conducted every five years and contains detailed information on the number and sales of U.S.establishments that produce goods or resources.

Correct Answer
verified

Drawing conclusions about a population from a sample taken from that population is referred to as

Correct Answer
verified

Several marketing data services provide information on household demographics and lifestyle,purchases,TV viewing behavior,etc.The principle advantage of these services is that

Correct Answer
verified

Which of the following is NOT a disadvantage of online surveys?

Correct Answer
verified

Exam 7: Marketing Research: From Customer Insights to Actions

The most common way of collecting questionnaire data to generate ideas,which involves a single researcher asking questions of one respondent,is referred to as a(n)

Correct AnswerverifiedShow Answer

Several market research companies pay households and businesses to record all their purchases using a paper or electronic diary,which allows for an economical way to collect consistent data over time.These data are referred to as __________.

Correct AnswerverifiedShow Answer

When conducting marketing research,why would you ask the questions,"Did you like the ending?" after the test screening of a movie?

Correct AnswerverifiedShow Answer

A survey of buyers' intentions forecast involves

Correct AnswerverifiedShow Answer

Information in online databases consist of two categories: (1) indexes to articles in periodicals,and (2) statistical or financial data on markets,products,and organizations.These can be accessed either directly,via Internet search engines,or using

Correct AnswerverifiedShow Answer

The two main types of data are

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Briefly explain the best-known statistical method used by marketers to develop a company's sales forecasts.In your explanation,explain the strengths and weaknesses of using this method.

Correct AnswerverifiedThe best-known statistical method of for...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Filmmakers want movie titles that use the same factors that make a good brand name.They must __________.

Correct AnswerverifiedShow Answer

A disadvantage of a __________ is that the marketing research firm needs to recruit new members continually to replace those who drop out.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

What are the two most common constraints in marketing problem solving?

Correct AnswerverifiedShow Answer

The U.S.Census Bureau publishes the __________,which is conducted every five years and contains detailed information on the number and sales of U.S.establishments that produce goods or resources.

Correct AnswerverifiedShow Answer

Drawing conclusions about a population from a sample taken from that population is referred to as

Correct AnswerverifiedShow Answer

Several marketing data services provide information on household demographics and lifestyle,purchases,TV viewing behavior,etc.The principle advantage of these services is that

Correct AnswerverifiedShow Answer

Which of the following is NOT a disadvantage of online surveys?

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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A general rule of thumb among marketing researchers is to use __ first and then collect _.

Correct Answer
verified

Correct Answer
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Correct Answer
verified
The best-known statistical method of for...
View Answer

Correct Answer
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