Question 1

Marketing drivers are used with which of the four Ps?

Accepted Answer

A) product, price, place only 
B) product, promotion, people only 
C) product features only 
D) product features and price only 
E) product, promotion, price, and place inclusively 
A) product, price, place only 
B) product, promotion, people only 
C) product features only 
D) product features and price only 
E) product, promotion, price, and place inclusively

Question 2

Even though primary data can be especially valuable to an individual firm, secondary data is often used because

Accepted Answer

A) secondary data are much more up-to-date and tailored to a specific firm or industry. 
B) secondary data, although far more expensive, are also much more reliable. 
C) primary data are usually more costly and time consuming to collect. 
D) primary data can be accessed by virtually anyone so the information generated loses much of its value. 
E) primary data are less fact and figure based; they are more subjective and therefore more vulnerable to misinterpretation. 
A) secondary data are much more up-to-date and tailored to a specific firm or industry. 
B) secondary data, although far more expensive, are also much more reliable. 
C) primary data are usually more costly and time consuming to collect. 
D) primary data can be accessed by virtually anyone so the information generated loses much of its value. 
E) primary data are less fact and figure based; they are more subjective and therefore more vulnerable to misinterpretation.

Question 3

How do movie studios use marketing research?

Accepted Answer

Studios producing and marketing films em

Question 4

-Consider Figure 7-B above. The question "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 a(n) __________ question.

Accepted Answer

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

Question 5

-Figure 7-2B above shows that secondary data may be divided into two related parts. If B represents data collected from the U.S. Census Bureau, trade association studies, business periodicals, etc., which type of data is B?

Accepted Answer

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

Question 6

Obtaining primary and secondary data would take place during which step of the five-step marketing research approach?

Accepted Answer

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

Question 7

All of the following are idea generation methods EXCEPT:

Accepted Answer

A) a mail survey. 
B) trend hunting. 
C) a focus group. 
D) a depth interview. 
E) an individual interview. 
A) a mail survey. 
B) trend hunting. 
C) a focus group. 
D) a depth interview. 
E) an individual interview.

Question 8

Movie studios use market research to reduce their risk of losses by hiring firms like the National Research Group to conduct test screenings and tracking studies. Often, 300 to 400 prospective moviegoers are recruited to attend a sneak preview of a film before its release. After viewing the movie, the audience fills out an exhaustive survey to

Accepted Answer

A) evaluate the quality of directing and producing. 
B) critique the title, plot, and characters. 
C) rate the performances of the individual actors and actresses. 
D) recall specific details of the plot and dialogue. 
E) compare the final film with the original script. 
A) evaluate the quality of directing and producing. 
B) critique the title, plot, and characters. 
C) rate the performances of the individual actors and actresses. 
D) recall specific details of the plot and dialogue. 
E) compare the final film with the original script.

Question 9

When Fisher-Price managers attempted to redesign its classic toy, the Chatter Telephone, they considered adding a noisemaker, wheels, and eyes to a basic plastic telephone, and thus they developed several

Accepted Answer

A) virtual prototypes. 
B) product substitutes. 
C) product hypotheses. 
D) new-product concepts. 
E) new-feature matrices. 
A) virtual prototypes. 
B) product substitutes. 
C) product hypotheses. 
D) new-product concepts. 
E) new-feature matrices.

Question 10

-Figure 7-2A above shows the two main types of data. If B represents the facts and figures that have already been recorded before the project at hand, which type of data is B?

Accepted Answer

A) compound data 
B) secondary data 
C) tertiary data 
D) primary data 
E) nonprobability data 
A) compound data 
B) secondary data 
C) tertiary data 
D) primary data 
E) nonprobability data

Question 11

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 journaling 
A) sponsored data 
B) data reciprocity 
C) syndicated sampling 
D) syndicated panel data 
E) data journaling

Question 12

-Figure 7-2B above shows that primary data may be divided into three related parts. If C represents data collected from mechanical, personal, or neuromarketing methods, which type of data is C?

Accepted Answer

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

Question 13

Mystery shoppers are people

Accepted Answer

A) hired by a firm to get legal, though not necessarily ethical, information about competitive firms. 
B) hired by a firm's employees to prove to the courts that competitors are using unfair pricing practices. 
C) hired by a customer to report on illegal or unethical practices that are regularly taking place at a particular establishment. 
D) who pose as customers to check on a firm's products or services and are paid to write a detailed report on their experiences. 
E) hired by law firms to check on the safety of their clients' products. 
A) hired by a firm to get legal, though not necessarily ethical, information about competitive firms. 
B) hired by a firm's employees to prove to the courts that competitors are using unfair pricing practices. 
C) hired by a customer to report on illegal or unethical practices that are regularly taking place at a particular establishment. 
D) who pose as customers to check on a firm's products or services and are paid to write a detailed report on their experiences. 
E) hired by law firms to check on the safety of their clients' products.

Question 14

Specifying constraints, identifying data needed for marketing actions, and determining how to collect data would take place during which step of the five-step marketing research approach?

Accepted Answer

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

Question 15

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

Accepted Answer

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

Question 16

Briefly explain what a marketing "driver" is. Give three examples.

Accepted Answer

A marketing "driver" is a factor that in

Question 17

-According to Figure 7-1 above, setting research objectives occurs during which step of the five-step marketing research approach?

Accepted Answer

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

Question 18

The practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products is called __________ hunting.

Accepted Answer

A) trend 
B) fad 
C) fashion 
D) craze 
E) tendency 
A) trend 
B) fad 
C) fashion 
D) craze 
E) tendency

Question 19

-Figure 7-2A above shows the two main types of data. If box A represents the facts and figures that are newly collected for the project, which type of data is A?

Accepted Answer

A) internal primary data 
B) secondary data 
C) external primary data 
D) primary data 
E) internal secondary data 
A) internal primary data 
B) secondary data 
C) external primary data 
D) primary data 
E) internal secondary data

Question 20

-Consider Figure 7-4: Question 5 above, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 5 illustrates which type of question format?

Accepted Answer

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

Marketing drivers are used with which of the four Ps?

Even though primary data can be especially valuable to an individual firm, secondary data is often used because

How do movie studios use marketing research?

-Consider Figure 7-B above. The question "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 a(n) __________ question.

-Figure 7-2B above shows that secondary data may be divided into two related parts. If B represents data collected from the U.S. Census Bureau, trade association studies, business periodicals, etc., which type of data is B?

Obtaining primary and secondary data would take place during which step of the five-step marketing research approach?

All of the following are idea generation methods EXCEPT:

When Fisher-Price managers attempted to redesign its classic toy, the Chatter Telephone, they considered adding a noisemaker, wheels, and eyes to a basic plastic telephone, and thus they developed several

-Figure 7-2A above shows the two main types of data. If B represents the facts and figures that have already been recorded before the project at hand, which type of data is B?

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 __________.

-Figure 7-2B above shows that primary data may be divided into three related parts. If C represents data collected from mechanical, personal, or neuromarketing methods, which type of data is C?

Mystery shoppers are people

Specifying constraints, identifying data needed for marketing actions, and determining how to collect data would take place during which step of the five-step marketing research approach?

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

Briefly explain what a marketing "driver" is. Give three examples.

-According to Figure 7-1 above, setting research objectives occurs during which step of the five-step marketing research approach?

The practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products is called __________ hunting.

-Figure 7-2A above shows the two main types of data. If box A represents the facts and figures that are newly collected for the project, which type of data is A?

-Consider Figure 7-4: Question 5 above, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 5 illustrates which type of question format?

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Filters

Exam 7: Marketing Research: From Customer Insights to Actions

Marketing drivers are used with which of the four Ps?

Even though primary data can be especially valuable to an individual firm, secondary data is often used because

How do movie studios use marketing research?

-Consider Figure 7-B above. The question "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 a(n) __________ question.

-Figure 7-2B above shows that secondary data may be divided into two related parts. If B represents data collected from the U.S. Census Bureau, trade association studies, business periodicals, etc., which type of data is B?

Obtaining primary and secondary data would take place during which step of the five-step marketing research approach?

All of the following are idea generation methods EXCEPT:

When Fisher-Price managers attempted to redesign its classic toy, the Chatter Telephone, they considered adding a noisemaker, wheels, and eyes to a basic plastic telephone, and thus they developed several

-Figure 7-2A above shows the two main types of data. If B represents the facts and figures that have already been recorded before the project at hand, which type of data is B?

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 __________.

-Figure 7-2B above shows that primary data may be divided into three related parts. If C represents data collected from mechanical, personal, or neuromarketing methods, which type of data is C?

Mystery shoppers are people

Specifying constraints, identifying data needed for marketing actions, and determining how to collect data would take place during which step of the five-step marketing research approach?

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

Briefly explain what a marketing "driver" is. Give three examples.

-According to Figure 7-1 above, setting research objectives occurs during which step of the five-step marketing research approach?

The practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products is called __________ hunting.

-Figure 7-2A above shows the two main types of data. If box A represents the facts and figures that are newly collected for the project, which type of data is A?

-Consider Figure 7-4: Question 5 above, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 5 illustrates which type of question format?

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Filters