Question 1

A __________ is a sample of consumers or stores from which researchers take a series of measurements.

Accepted Answer

A)  representative group
B)  jury of executive opinion
C)  panel
D)  survey of experts
E)  focus groupF) A) and B)
G) C) and E)

Question 2

Information technology refers to

Accepted Answer

A)  any information derived from a nonpersonal source.
B)  operating computer networks that can store and process data.
C)  any hardware used in collecting information to be used in market research such as scanners, telephones, voting machines, etc.
D)  any activity that uses some form of electronic communication in the inventory, exchange, advertisement, distribution, and payment of goods and services.
E)  the inventions or innovations from applied science or engineering research.F) All of the above
G) B) and C)

Question 3

Primary data refer to

Accepted Answer

A)  facts and figures that are newly collected for a project at hand.
B)  facts and figures that have already been recorded prior to the project at hand.
C)  facts and figures obtained by watching people mechanically rather than in person.
D)  facts and figures obtained by either by asking people questions through the use of information technology.
E)  conclusions developed from information obtained from a representative sample of a population.F) A) and B)
G) A) and D)

Question 4

__________ surveys are usually biased because those most likely to respond are those who have had especially positive or negative experiences with the product or brand.

Accepted Answer

A)  Personal interview
B)  Online
C)  Telephone
D)  Fax
E)  MailF) A) and E)
G) A) and D)

Question 5

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 planF) B) and D)
G) A) and D)

Question 6

3. If you answered 'yes' to question 2, how often do you eat at a fast-food restaurant?
 □Once a week or more □ 2 to 3 times a month □Once a month or less\square	ext {Once a week or more } \quad\quad\quad\quad\square 	ext { 2 to 3 times a month }\quad\quad\quad\square 	ext {Once a month or less}□Once a week or more □ 2 to 3 times a month □Once a month or less

-Consider Figure 7-4: Question 3 above, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 3 illustrates which type of question format?

Accepted Answer

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

Question 7

-Consider Figure 7-3 above, which is based on data collected from mechanical observations through the use of __________ to prepare Nielsen Media Research's Nielsen Television Index Ranking Report.

Accepted Answer

A)  a people meter
B)  neuromarketing
C)  a bot
D)  a DVR
E)  streaming videoF) None of the above
G) B) and E)

Question 8

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) B) and E)
G) C) and D)

Question 9

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and deal with claims. It wants to introduce its product into new markets, but before it does so, it wants to have a prediction of how successful its sales efforts will be. The first thing researchers did was invite in a group of eight insured people to talk about home and auto insurance. Their conversations were recorded and later analyzed to determine if there were any differences between customers from different markets. This was an example of a(n)

Accepted Answer

A)  experiment.
B)  focus group.
C)  panel.
D)  evaluative interview.
E)  depth interview.F) D) and E)
G) B) and C)

Question 10

In __________, the marketing researcher tries to test ideas discovered earlier to help the marketing manager recommend marketing actions.

Accepted Answer

A)  idea generation
B)  new-product concept testing
C)  data mining
D)  data analysis
E)  idea evaluationF) A) and B)
G) C) and E)

Question 11

Briefly explain what a marketing experiment is. Include the definitions of dependent and independent variables and give examples of each.

Accepted Answer

An experiment involves obtaining data by...

Question 12

The two aspects of the process for evaluating the results of a marketing decision are evaluating the decision itself and __________.

Accepted Answer

A)  evaluating the sales results.
B)  conducting a SWOT analysis.
C)  evaluating the decision process used.
D)  beginning a new environmental scan.
E)  reallocating resources to become more efficient and effectiveF) B) and D)
G) B) and E)

Question 13

A direct forecast involves estimating the value to be forecast and

Accepted Answer

A)  making decisions without any intervening steps.
B)  halving the highest values and doubling the lowest values to determine an acceptable forecast range.
C)  selecting the alternative that holds the greatest consensus within the management team.
D)  then conducting a sensitivity analysis to determine price elasticity.
E)  selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts are incorrect.F) C) and E)
G) None of the above

Question 14

Trend hunting is the practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products. Trend Hunter has identified over 200,000 __________ through its global network of 118,000 members.

Accepted Answer

A)  survey errors
B)  micro-trends
C)  interviewing trends
D)  environmental forces
E)  psychographic trendsF) A) and D)
G) A) and B)

Question 15

Sampling and statistical inference are special __________, which are vital in marketing research to solve all or part of a problem.

Accepted Answer

A)  systems
B)  styles
C)  methods
D)  manners
E)  modesF) C) and D)
G) A) and B)

Question 16

Mall intercept interviews refer to

Accepted Answer

A)  impersonal data collection methods in strip shopping malls.
B)  telephone interviews with consumers about their shopping center habits.
C)  scientifically-selected individuals from the local community who agree to participate in a research study and are directed to meet at a specific shopping center for the interviews.
D)  focus groups located in major shopping centers.
E)  personal interviews of consumers visiting shopping centers.F) C) and E)
G) A) and D)

Question 17

Melanie manages a local store for a national drug store chain, and had received complaints from several customers about rude employees. To check on her customer service, Melanie hired a team of researchers, who posed as customers shopping in the store. Occasionally, they bought something, but their primary purpose was to take notes and record 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 D)
G) D) and E)

Question 18

-Figure 7-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does D represent?

Accepted Answer

A)  external data sources
B)  results
C)  data warehouse
D)  internal data sources
E)  buying queriesF) A) and E)
G) A) and D)

Question 19

Trend extrapolation involves

Accepted Answer

A)  extending a pattern observed in past data into the future.
B)  selecting specific points on a graph of sales or market share, multiplying by the cost of living index, and allowing for a variation of plus or minus 3%.
C)  averaging the total sales or market share for the previous 5 years and multiplying that number by the expected GDP growth rate for the next year (say 1.5%)  to arrive at the next year's forecast.
D)  selecting a given percentage and using that number as a yearly predictive base regardless of changes in sales, revenue, or market share.
E)  collecting projections from all regional sales managers and making the final projection.F) B) and C)
G) A) and E)

Question 20

-Figure 7-3 above shows the top ten prime-time broadcast TV shows during a recent May sweeps week. Advertisers like Sears use the Nielsen Television Ranking Index Report from Nielsen Media Research to identify the ratings of the top TV programs so they can make informed advertising media purchase decisions. For which TV program would you expect Sears to pay the most, presuming its demographics match those of its target audience?

Accepted Answer

A)  American Idol - Thursday
B)  The Big Bang Theory
C)  NCIS: Los Angeles
D)  NCIS
E)  Dancing with the StarsF) C) and E)
G) B) and E)

Exam 7: Marketing Research: From Customer Insights to Actions

The two aspects of the process for evaluating the results of a marketing decision are evaluating the decision itself and __________.

Correct Answer
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Correct Answer
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-Consider Figure 7-3 above, which is based on data collected from mechanical observations through the use of __________ to prepare Nielsen Media Research's Nielsen Television Index Ranking Report.

Correct Answer
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In __________, the marketing researcher tries to test ideas discovered earlier to help the marketing manager recommend marketing actions.

Correct Answer
verified

Correct Answer
verified

Making action recommendations, implementing action recommendations, and evaluating results take place during which step of the five-step marketing research approach?

Correct Answer
verified

Sampling and statistical inference are special __________, which are vital in marketing research to solve all or part of a problem.

Correct Answer
verified

A __________ is a sample of consumers or stores from which researchers take a series of measurements.

Correct Answer
verified

Correct Answer
verified

Primary data refer to

Correct Answer
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Correct Answer
verified

Trend extrapolation involves

Correct Answer
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__________ surveys are usually biased because those most likely to respond are those who have had especially positive or negative experiences with the product or brand.

Correct Answer
verified

Mall intercept interviews refer to

Correct Answer
verified

Information technology refers to

Correct Answer
verified

-Figure 7-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does D represent?

Correct Answer
verified

Correct Answer
verified

Trend hunting is the practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products. Trend Hunter has identified over 200,000 __________ through its global network of 118,000 members.

Correct Answer
verified

A direct forecast involves estimating the value to be forecast and

Correct Answer
verified

Briefly explain what a marketing experiment is. Include the definitions of dependent and independent variables and give examples of each.

Correct Answer
verified
An experiment involves obtaining data by...
View Answer

Exam 7: Marketing Research: From Customer Insights to Actions

The two aspects of the process for evaluating the results of a marketing decision are evaluating the decision itself and __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

-Consider Figure 7-3 above, which is based on data collected from mechanical observations through the use of __________ to prepare Nielsen Media Research's Nielsen Television Index Ranking Report.

Correct AnswerverifiedShow Answer

In __________, the marketing researcher tries to test ideas discovered earlier to help the marketing manager recommend marketing actions.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Making action recommendations, implementing action recommendations, and evaluating results take place during which step of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

Sampling and statistical inference are special __________, which are vital in marketing research to solve all or part of a problem.

Correct AnswerverifiedShow Answer

A __________ is a sample of consumers or stores from which researchers take a series of measurements.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Primary data refer to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Trend extrapolation involves

Correct AnswerverifiedShow Answer

__________ surveys are usually biased because those most likely to respond are those who have had especially positive or negative experiences with the product or brand.

Correct AnswerverifiedShow Answer

Mall intercept interviews refer to

Correct AnswerverifiedShow Answer

Information technology refers to

Correct AnswerverifiedShow Answer

-Figure 7-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does D represent?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Trend hunting is the practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products. Trend Hunter has identified over 200,000 __________ through its global network of 118,000 members.

Correct AnswerverifiedShow Answer

A direct forecast involves estimating the value to be forecast and

Correct AnswerverifiedShow Answer

Briefly explain what a marketing experiment is. Include the definitions of dependent and independent variables and give examples of each.

Correct AnswerverifiedAn experiment involves obtaining data by...View AnswerShow Answer

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An experiment involves obtaining data by...
View Answer