Question 1

A(n) __________ question requires respondents to select one or more response options from a set of predetermined choices.

Accepted Answer

A) depth interview 
B) open-ended 
C) fixed-alternative 
D) attitudinal 
E) semantic differential 
A) depth interview 
B) open-ended 
C) fixed-alternative 
D) attitudinal 
E) semantic differential

Question 2

The field of marketing that studies the brain and its response to marketing stimuli is referred to as

Accepted Answer

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

Question 3

A salesforce survey forecast involves

Accepted Answer

A) asking prospective customers if they are likely to buy the product during some future time period. 
B) asking the firm's salespeople to estimate sales during a coming period. 
C) selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect. 
D) making decisions without any intervening steps. 
E) averaging the projections obtained from just regional sales managers and then making the final projection. 
A) asking prospective customers if they are likely to buy the product during some future time period. 
B) asking the firm's salespeople to estimate sales during a coming period. 
C) selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect. 
D) making decisions without any intervening steps. 
E) averaging the projections obtained from just regional sales managers and then making the final projection.

Question 4

Research objectives are __________.

Accepted Answer

A) conjectures regarding marketing outcomes 
B) general research guidelines 
C) solutions to be evaluated 
D) specific and measurable 
E) research dashboards 
A) conjectures regarding marketing outcomes 
B) general research guidelines 
C) solutions to be evaluated 
D) specific and measurable 
E) research dashboards

Question 5

-According to Figure 7-1 above, what does C represent in the marketing research process?

Accepted Answer

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

Question 6

Linear trend extrapolation is a form of trend extrapolation in which

Accepted Answer

A) pattern changes from year to year. 
B) pattern is always a straight line. 
C) slope of the line is tied directly to profits. 
D) shape of the pattern is a hyperbola. 
E) pattern follows an "S-shaped" curve 
A) pattern changes from year to year. 
B) pattern is always a straight line. 
C) slope of the line is tied directly to profits. 
D) shape of the pattern is a hyperbola. 
E) pattern follows an "S-shaped" curve

Question 7

Which of the following would be best used to forecast the opening weekend box office sales for a new movie?

Accepted Answer

A) test screenings 
B) demographic analysis 
C) portfolio analysis 
D) advanced promotions 
E) tracking studies 
A) test screenings 
B) demographic analysis 
C) portfolio analysis 
D) advanced promotions 
E) tracking studies

Question 8

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

Question 9

Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30, a great deal of information was gathered from a sample of women to determine what types of items should be carried, the image of the store, its advertising, etc. Which of the following is an example of an open-ended question that might have been asked in the survey?

Accepted Answer

A) "Do you wear a dress larger than size 12?" 
B) "How old are you?" 
C) "Would you shop at a store that only sold plus-size clothing?" 
D) "Why do you wear that particular fashion style?" 
E) "Do you think the stores should use bright- or subtle-colored fixtures?" 
A) "Do you wear a dress larger than size 12?" 
B) "How old are you?" 
C) "Would you shop at a store that only sold plus-size clothing?" 
D) "Why do you wear that particular fashion style?" 
E) "Do you think the stores should use bright- or subtle-colored fixtures?"

Question 10

__________ are revolutionizing not only the way people connect with each other but also the way today's products are advertised and sold.

Accepted Answer

A) Internet portals 
B) Social media 
C) Wikis 
D) Virtual focus groups 
E) E-journals 
A) Internet portals 
B) Social media 
C) Wikis 
D) Virtual focus groups 
E) E-journals

Question 11

Two important disadvantages of secondary data are __________ and __________.

Accepted Answer

A) inexpensive; up-to-date 
B) not up-to-date; not specific enough for the project 
C) low cost; saves time 
D) tailor-made to specifications; out of date 
E) cost; time-consuming to collect the data 
A) inexpensive; up-to-date 
B) not up-to-date; not specific enough for the project 
C) low cost; saves time 
D) tailor-made to specifications; out of date 
E) cost; time-consuming to collect the data

Question 12

The Internet sites for The Wall Street Journal, CNBC, and Fox Business

Accepted Answer

A) sell information on trade activity collected by the U.S. government. 
B) are portals to all government websites that can be found by topic or keyword. 
C) provide information in online databases and an index of blogs by primary topic. 
D) are the most popular online portals in which to enter key words or topics for specific searches. 
E) provide up-to-the-minute business news and video clips about companies, industries, and trends. 
A) sell information on trade activity collected by the U.S. government. 
B) are portals to all government websites that can be found by topic or keyword. 
C) provide information in online databases and an index of blogs by primary topic. 
D) are the most popular online portals in which to enter key words or topics for specific searches. 
E) provide up-to-the-minute business news and video clips about companies, industries, and trends.

Question 13

Where it is desirable for the interviewer to be flexible in asking probing follow-up questions, data would be best collected using

Accepted Answer

A) mail surveys. 
B) mechanical observations. 
C) fax surveys. 
D) individual interviews. 
E) on-line surveys. 
A) mail surveys. 
B) mechanical observations. 
C) fax surveys. 
D) individual interviews. 
E) on-line surveys.

Question 14

2. Have you eaten at a fast-food restaurant in the past month?
$$\square\text { Yes } \quad\quad\quad\quad\quad\square \text { No }$$
-Consider Figure 7-4: Question 2 above, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 2 illustrates which type of question format?

Accepted Answer

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

Question 15

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

Accepted Answer

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

Question 16

__________ involves operating computer networks that can store and process data. For marketers, it can be used to extract hidden information from large databases such as households' product purchases, TV viewing behavior, and responses to coupon or free-sample promotions.

Accepted Answer

A) Data mining 
B) Environmental scanning 
C) Computerization 
D) E-marketing 
E) Information technology 
A) Data mining 
B) Environmental scanning 
C) Computerization 
D) E-marketing 
E) Information technology

Question 17

When Home Depot entered the Quebec market in Canada, two percent of people were aware of the retail chain. To determine advertising effectiveness during the first 18 months in Quebec, awareness research was done a second time. For this research, it was decided that if at least 50 percent of a 600-person sample of the population were aware of the Home Depot brand, it would continue its present advertising program. This is an example of a(n)

Accepted Answer

A) objective. 
B) constraint. 
C) assumption. 
D) measure of success. 
E) barrier to entry. 
A) objective. 
B) constraint. 
C) assumption. 
D) measure of success. 
E) barrier to entry.

Question 18

A(n) __________ scale is one in which the respondent indicates the extent to which he or she agrees or disagrees with a statement.

Accepted Answer

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

Question 19

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

Accepted Answer

A) creative 
B) familiar 
C) concise 
D) alliterative 
E) easy to remember 
A) creative 
B) familiar 
C) concise 
D) alliterative 
E) easy to remember

Question 20

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell insurance and deal with claims. It wants to pursue new markets, but with some idea of how successful its sales efforts will be. Researchers invited a group of eight insured people to its headquarters to discuss their attitudes about home and auto insurance and awareness of DirectProtect. Responses were gathered on paper as __________ data.

Accepted Answer

A) hypothetical 
B) generative 
C) evaluative 
D) questionnaire 
E) experiential 
A) hypothetical 
B) generative 
C) evaluative 
D) questionnaire 
E) experiential

A(n) __________ question requires respondents to select one or more response options from a set of predetermined choices.

The field of marketing that studies the brain and its response to marketing stimuli is referred to as

A salesforce survey forecast involves

Research objectives are __________.

-According to Figure 7-1 above, what does C represent in the marketing research process?

Linear trend extrapolation is a form of trend extrapolation in which

Which of the following would be best used to forecast the opening weekend box office sales for a new movie?

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

__________ are revolutionizing not only the way people connect with each other but also the way today's products are advertised and sold.

Two important disadvantages of secondary data are and .

The Internet sites for The Wall Street Journal, CNBC, and Fox Business

Where it is desirable for the interviewer to be flexible in asking probing follow-up questions, data would be best collected using

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

__________ involves operating computer networks that can store and process data. For marketers, it can be used to extract hidden information from large databases such as households' product purchases, TV viewing behavior, and responses to coupon or free-sample promotions.

A(n) __________ scale is one in which the respondent indicates the extent to which he or she agrees or disagrees with a statement.

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

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

A(n) __________ question requires respondents to select one or more response options from a set of predetermined choices.

The field of marketing that studies the brain and its response to marketing stimuli is referred to as

A salesforce survey forecast involves

Research objectives are __________.

-According to Figure 7-1 above, what does C represent in the marketing research process?

Linear trend extrapolation is a form of trend extrapolation in which

Which of the following would be best used to forecast the opening weekend box office sales for a new movie?

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

__________ are revolutionizing not only the way people connect with each other but also the way today's products are advertised and sold.

Two important disadvantages of secondary data are __________ and __________.

The Internet sites for The Wall Street Journal, CNBC, and Fox Business

Where it is desirable for the interviewer to be flexible in asking probing follow-up questions, data would be best collected using

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

__________ involves operating computer networks that can store and process data. For marketers, it can be used to extract hidden information from large databases such as households' product purchases, TV viewing behavior, and responses to coupon or free-sample promotions.

A(n) __________ scale is one in which the respondent indicates the extent to which he or she agrees or disagrees with a statement.

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

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

Two important disadvantages of secondary data are and .