Question 1

Filmmakers want movie titles that use the same factors that make a good brand name. Ideally, they should __________.

Accepted Answer

A) have no legal restrictions 
B) create a sense of mystery 
C) use devices such as alliteration or rhyme 
D) create a sense of familiarity 
E) be creative 
A) have no legal restrictions 
B) create a sense of mystery 
C) use devices such as alliteration or rhyme 
D) create a sense of familiarity 
E) be creative

Question 2

Lost-horse forecasting involves

Accepted Answer

A) admitting that the actions you have taken in the past have failed and removing those and similar actions from you list of alternatives. 
B) 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. 
C) making decisions without any intervening steps. 
D) following a prescribed set of "directives" established before the research was even begun. 
E) selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect. 
A) admitting that the actions you have taken in the past have failed and removing those and similar actions from you list of alternatives. 
B) 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. 
C) making decisions without any intervening steps. 
D) following a prescribed set of "directives" established before the research was even begun. 
E) selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect.

Question 3

All of the following are examples of marketing input data EXCEPT:

Accepted Answer

A) advertising budgets. 
B) call reports. 
C) accounting records. 
D) sales budgets. 
E) advertising expenses. 
A) advertising budgets. 
B) call reports. 
C) accounting records. 
D) sales budgets. 
E) advertising expenses.

Question 4

The second step of the marketing research approach is to __________.

Accepted Answer

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

Question 5

Data refer to the

Accepted Answer

A) subjective psychographic feelings collected by an organization upon which it bases subsequent marketing actions. 
B) objective demographic characteristics collected by an organization upon which it bases subsequent marketing actions. 
C) facts and figures related to the problem that are divided into two main parts: secondary data and primary data. 
D) information collected by a source other than the company itself used to determine the best possible solution to a marketing problem. 
E) facts and figures related to the problem that are only available for purchase from the federal government. 
A) subjective psychographic feelings collected by an organization upon which it bases subsequent marketing actions. 
B) objective demographic characteristics collected by an organization upon which it bases subsequent marketing actions. 
C) facts and figures related to the problem that are divided into two main parts: secondary data and primary data. 
D) information collected by a source other than the company itself used to determine the best possible solution to a marketing problem. 
E) facts and figures related to the problem that are only available for purchase from the federal government.

Question 6

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

Accepted Answer

A) external data sources 
B) results 
C) data warehouse 
D) internal data sources 
E) buying queries 
A) external data sources 
B) results 
C) data warehouse 
D) internal data sources 
E) buying queries

Question 7

A fixed alternative question requires respondents to select one or more response option from the set of predetermined choices. Another name for this kind of question is a(n)

Accepted Answer

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

Question 8

GI Designs, a copper furniture manufacturer, increased the price on its copper tabletops by 20 percent for three months to see what the effect would be on its sales. The price increase is the __________ in this three-month experiment.

Accepted Answer

A) control 
B) dependent variable 
C) independent variable 
D) constraint 
E) hypothesis 
A) control 
B) dependent variable 
C) independent variable 
D) constraint 
E) hypothesis

Question 9

Movie studios use tracking studies in which prospective moviegoers are asked questions about an upcoming film release to help them forecast sales. This is an example of

Accepted Answer

A) movie advertising. 
B) marketing research. 
C) tactical support. 
D) cross-movie research. 
E) movie audits. 
A) movie advertising. 
B) marketing research. 
C) tactical support. 
D) cross-movie research. 
E) movie audits.

Question 10

What is a panel? How is it used in marketing research? Panels have what disadvantage?

Accepted Answer

A panel is a sample of consumers or stor

Question 11

There are two key elements when defining a marketing research problem. One of these is __________.

Accepted Answer

A) specify constraints 
B) set the research objectives 
C) determine how to collect data 
D) evaluate previous research results 
E) identify data needed for marketing actions 
A) specify constraints 
B) set the research objectives 
C) determine how to collect data 
D) evaluate previous research results 
E) identify data needed for marketing actions

Question 12

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. Discussions were videotaped for later review. These informal research sessions are called

Accepted Answer

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

Question 13

-Figure 7-6D above shows that

Accepted Answer

A) Tony's Pizza sales to households with some children between the ages of 13 to 17 increased significantly over the period 2010 and 2013. 
B) Tony's Pizza unit sales to households with children between the ages of 6 to 12 decreased over the period 2010 and 2013. 
C) Tony's Pizza sales to single-person households have remained relatively steady from 2010 and 2013. 
D) Tony's Pizza sales to households with no children under 18 have declined from 2010 and 2013. 
E) there is not a significant enough difference between age groups that would warrant a marketing action at this time 
A) Tony's Pizza sales to households with some children between the ages of 13 to 17 increased significantly over the period 2010 and 2013. 
B) Tony's Pizza unit sales to households with children between the ages of 6 to 12 decreased over the period 2010 and 2013. 
C) Tony's Pizza sales to single-person households have remained relatively steady from 2010 and 2013. 
D) Tony's Pizza sales to households with no children under 18 have declined from 2010 and 2013. 
E) there is not a significant enough difference between age groups that would warrant a marketing action at this time

Question 14

Eppie's Used Cars wanted to test whether straight price discounting worked better than a free gift. It ran two different commercials on alternate Wednesdays. The first offered 20 percent off the Kelley Blue Book price for any 4-wheel-drive vehicle on the lot while the second offered a free tent with the purchase of any 4-wheel-drive vehicle at the Kelley Blue Book price. The type of offer was the __________ variable. The number of people that responded to each type was the __________ variable, which would suggest best strategy for increasing traffic.

Accepted Answer

A) marketing; dependent 
B) dependent; independent 
C) control; independent 
D) independent; dependent 
E) dependent; control 
A) marketing; dependent 
B) dependent; independent 
C) control; independent 
D) independent; dependent 
E) dependent; control

Question 15

In marketing research, the term sampling refers to

Accepted Answer

A) testing the effectiveness of a marketing alternative in a supervised setting. 
B) the collection of various secondary data through electronic or mechanical means. 
C) allowing a subject to experience first-hand a new or updated product or service. 
D) selecting representative elements from a population and treating their answers as typical of all those in whom they are interested. 
E) testing members from all ages, both genders, and different levels of income and education to guarantee reliable information. 
A) testing the effectiveness of a marketing alternative in a supervised setting. 
B) the collection of various secondary data through electronic or mechanical means. 
C) allowing a subject to experience first-hand a new or updated product or service. 
D) selecting representative elements from a population and treating their answers as typical of all those in whom they are interested. 
E) testing members from all ages, both genders, and different levels of income and education to guarantee reliable information.

Question 16

Explain why measures of success are important to effective decision makers and give an example of one.

Accepted Answer

Measures of success are criteria or stan

Question 17

Which of the following statements concerning marketing research is most accurate?

Accepted Answer

A) The primary purpose of marketing research is to collect data for historical purposes. 
B) When collecting marketing research, people may not be willing to tell you what you want to know if it is potentially embarrassing. 
C) Marketing research, if done properly, will always result in a positive marketing result. 
D) People are just as able to give accurate information about products they have only heard about as those they have actually used. 
E) Among those people who participate in market research studies, there is an almost perfect correlation between a respondent's stated intentions and his/her actual buying behavior. 
A) The primary purpose of marketing research is to collect data for historical purposes. 
B) When collecting marketing research, people may not be willing to tell you what you want to know if it is potentially embarrassing. 
C) Marketing research, if done properly, will always result in a positive marketing result. 
D) People are just as able to give accurate information about products they have only heard about as those they have actually used. 
E) Among those people who participate in market research studies, there is an almost perfect correlation between a respondent's stated intentions and his/her actual buying behavior.

Question 18

-Consider the Marketing Research Method Photo above. What type of primary research method is most likely being used?

Accepted Answer

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

Question 19

Watch was a teen publication given out free to high school students, but the publication was unable to deliver the response rates to coupons or sample offers that its advertisers expected. After defining the marketing problem, its publisher developed a research plan, gathered information from teen focus groups, analyzed the findings, and replaced Watch magazine with Fuel for boys and Verve for girls. How would a marketer judge the publisher's actions?

Accepted Answer

A) Why fix something that is not broken? The magazine was still attracting some advertisers. 
B) It made a big deal out of a small decline - a few copy changes would have been enough. 
C) The approach it took was too complicated and costly to provide an effective solution to the problem. 
D) It took a systematic approach to analyzing the problem and responded to its advertisers' concerns. 
E) This publisher used an approach that works for corporations but will just waste time for a small publisher. 
A) Why fix something that is not broken? The magazine was still attracting some advertisers. 
B) It made a big deal out of a small decline - a few copy changes would have been enough. 
C) The approach it took was too complicated and costly to provide an effective solution to the problem. 
D) It took a systematic approach to analyzing the problem and responded to its advertisers' concerns. 
E) This publisher used an approach that works for corporations but will just waste time for a small publisher.

Question 20

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. 
A) panel. 
B) focus consultation. 
C) individual interview. 
D) face-to-face exchange. 
E) interactional interview.

Filmmakers want movie titles that use the same factors that make a good brand name. Ideally, they should __________.

Lost-horse forecasting involves

All of the following are examples of marketing input data EXCEPT:

The second step of the marketing research approach is to __________.

Data refer to the

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

A fixed alternative question requires respondents to select one or more response option from the set of predetermined choices. Another name for this kind of question is a(n)

GI Designs, a copper furniture manufacturer, increased the price on its copper tabletops by 20 percent for three months to see what the effect would be on its sales. The price increase is the __________ in this three-month experiment.

Movie studios use tracking studies in which prospective moviegoers are asked questions about an upcoming film release to help them forecast sales. This is an example of

What is a panel? How is it used in marketing research? Panels have what disadvantage?

There are two key elements when defining a marketing research problem. One of these is __________.

-Figure 7-6D above shows that

In marketing research, the term sampling refers to

Explain why measures of success are important to effective decision makers and give an example of one.

Which of the following statements concerning marketing research is most accurate?

-Consider the Marketing Research Method Photo above. What type of primary research method is most likely being used?

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)

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

Filmmakers want movie titles that use the same factors that make a good brand name. Ideally, they should __________.

Lost-horse forecasting involves

All of the following are examples of marketing input data EXCEPT:

The second step of the marketing research approach is to __________.

Data refer to the

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

A fixed alternative question requires respondents to select one or more response option from the set of predetermined choices. Another name for this kind of question is a(n)

GI Designs, a copper furniture manufacturer, increased the price on its copper tabletops by 20 percent for three months to see what the effect would be on its sales. The price increase is the __________ in this three-month experiment.

Movie studios use tracking studies in which prospective moviegoers are asked questions about an upcoming film release to help them forecast sales. This is an example of

What is a panel? How is it used in marketing research? Panels have what disadvantage?

There are two key elements when defining a marketing research problem. One of these is __________.

-Figure 7-6D above shows that

In marketing research, the term sampling refers to

Explain why measures of success are important to effective decision makers and give an example of one.

Which of the following statements concerning marketing research is most accurate?

-Consider the Marketing Research Method Photo above. What type of primary research method is most likely being used?

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)

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