Question 1

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.. 
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.. A

Question 2

Figure 8-4: Question 3
-__________ scale is a five-point scale in which the opposite ends have one- or two-word adjectives that have opposite meanings.

Accepted Answer

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

Question 3

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

Accepted Answer

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

Question 4

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

Accepted Answer

A)  "what-if" 
B)  dependent variable 
C)  independent variable 
D)  constraint 
E)  hypothesis 
A)  "what-if" 
B)  dependent variable 
C)  independent variable 
D)  constraint 
E)  hypothesis

Question 5

a marketing decision,constraints refer to

Accepted Answer

A)  the external factors affecting the number of people who can work on a solution to a problem. 
B)  the number of possible alternatives in a company's solution set. 
C)  the restrictions placed on potential solutions to a problem. 
D)  the internal factors affecting whether to select one alternative over another. 
E)  the internal factors that determine who in the organization ultimate selects the best solution to the problem. 
A)  the external factors affecting the number of people who can work on a solution to a problem. 
B)  the number of possible alternatives in a company's solution set. 
C)  the restrictions placed on potential solutions to a problem. 
D)  the internal factors affecting whether to select one alternative over another. 
E)  the internal factors that determine who in the organization ultimate selects the best solution to the problem.

Question 6

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

Accepted Answer

A)  The primary purpose of marketing research is to collect data, not to take actions on it. 
B)  When collecting marketing research, people may or 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, not to take actions on it. 
B)  When collecting marketing research, people may or 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 7

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 8

primary purpose of a "sneak preview" of a film prior to its release is to

Accepted Answer

A)  rate the performances of the individual actors and actresses for possible Oscar nominations. 
B)  rate the work of the director and producer for possible Oscar nominations. 
C)  evaluate the effectiveness of product placements within the film. 
D)  compare the final film to the original screenplay. 
E)  identify necessary changes prior to final editing and release to increase the film's likelihood of success. 
A)  rate the performances of the individual actors and actresses for possible Oscar nominations. 
B)  rate the work of the director and producer for possible Oscar nominations. 
C)  evaluate the effectiveness of product placements within the film. 
D)  compare the final film to the original screenplay. 
E)  identify necessary changes prior to final editing and release to increase the film's likelihood of success.

Question 9

collection of databases,or __________,is where a firm's ocean of marketing data is stored.

Accepted Answer

A)  data vault 
B)  data warehouse 
C)  data depot 
D)  data storehouse 
E)  data stockroom 
A)  data vault 
B)  data warehouse 
C)  data depot 
D)  data storehouse 
E)  data stockroom

Question 10

Figure 8-6A: Annual Sales of Tony's Pizza
-Figure 8-6A above indicates that

Accepted Answer

A)  annual sales of Tony's Pizza grew slightly over the period 2008 to 2011. 
B)  annual sales of Tony's Pizza grew significantly over the period 2008 to 2011. 
C)  children ate more pizzas. 
D)  households with two or more members ate more Tony's Pizza over the period 2008 to 2011, which drove this sales increase. 
E)  there was a greater change in growth in the monthly sales of Tony's Pizza between 2008 and 2009 than there was between 2010 and 2011. 
A)  annual sales of Tony's Pizza grew slightly over the period 2008 to 2011. 
B)  annual sales of Tony's Pizza grew significantly over the period 2008 to 2011. 
C)  children ate more pizzas. 
D)  households with two or more members ate more Tony's Pizza over the period 2008 to 2011, which drove this sales increase. 
E)  there was a greater change in growth in the monthly sales of Tony's Pizza between 2008 and 2009 than there was between 2010 and 2011.

Question 11

Figure 8-4: Question 3
-kind of question is the following? "Place an 'X' in the space that describes your feelings about this test."
Easy __ __ __ __ __ Difficult
Fair __ __ __ __ __ Unfair

Accepted Answer

A)  Likert scale 
B)  semantic differential scale 
C)  dichotomous question 
D)  open-ended question 
E)  sensitivity analysis question 
A)  Likert scale 
B)  semantic differential scale 
C)  dichotomous question 
D)  open-ended question 
E)  sensitivity analysis question

Question 12

Figure 8-1
-According to Figure 8-1 above,"set 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 13

STAT-USA and the U.S.Census Bureau

Accepted Answer

A)  are depositories of information on U.S. business, economic and trade activity collected by the federal government. 
B)  are portals to all government websites that can be found by topic or keyword. 
C)  provide up-to-the-minute business news and security prices plus research reports of companies, industries, and countries. 
D)  are the most popular Internet portals to enter key words or topics for specific searches. 
E)  access information in online databases and blogs by primary topic. 
A)  are depositories of information on U.S. business, economic and trade activity collected by the federal government. 
B)  are portals to all government websites that can be found by topic or keyword. 
C)  provide up-to-the-minute business news and security prices plus research reports of companies, industries, and countries. 
D)  are the most popular Internet portals to enter key words or topics for specific searches. 
E)  access information in online databases and blogs by primary topic.

Question 14

evaluating whether its Facebook and Twitter social media programs are working well,Carmex considered using various marketing metrics .One metric it considered was Carmex mentions on the Internet as a percentage of all mentions of major lip balm brands.This metric is called

Accepted Answer

A)  Carmex sentiment. 
B)  Carmex Twitter followers. 
C)  Carmex conversation velocity. 
D)  Carmex Facebook likers (or Fans or likes). 
E)  Carmex share of voice. 
A)  Carmex sentiment. 
B)  Carmex Twitter followers. 
C)  Carmex conversation velocity. 
D)  Carmex Facebook likers (or Fans or likes). 
E)  Carmex share of voice.

Question 15

Which of the following statements represents a possible measure of success in Step 1-define the problem of the five-step marketing research approach?

Accepted Answer

A)  You have three weeks and $10,000 to determine if it is going to be profitable to serve breakfast on weekdays or not. 
B)  If three year olds like this product, then it stands to reason that four-year olds will like it even more. 
C)  Use mail questionnaires, not focus groups. 
D)  Let's identify the most cost effective method of advertising. 
E)  If observations show that children like Toy A more than Toy B in terms of hours spent playing with it, then we will move ahead with making Toy A. 
A)  You have three weeks and $10,000 to determine if it is going to be profitable to serve breakfast on weekdays or not. 
B)  If three year olds like this product, then it stands to reason that four-year olds will like it even more. 
C)  Use mail questionnaires, not focus groups. 
D)  Let's identify the most cost effective method of advertising. 
E)  If observations show that children like Toy A more than Toy B in terms of hours spent playing with it, then we will move ahead with making Toy A.

Question 16

__________ in a decision are the restrictions placed on potential solutions to a problem.

Accepted Answer

A)  dependent variables 
B)  obstructions 
C)  objectives 
D)  constraints 
E)  inhibitors 
A)  dependent variables 
B)  obstructions 
C)  objectives 
D)  constraints 
E)  inhibitors

Question 17

Marketing Research Method Photo C
-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.The discussions were videotaped so that researchers could review the data at a later date and in more detail.What are such informal research discussions 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 18

Figure 8-4: Question 2
-Consider Figure 8-4: Question 2 above,which is 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 19

Figure 8-5
-Figure 8-5 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 20

Setting research objectives and identifying possible marketing actions would take place during which stage 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

Primary data refer to

Figure 8-4: Question 3 -__________ scale is a five-point scale in which the opposite ends have one- or two-word adjectives that have opposite meanings.

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

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

a marketing decision,constraints refer to

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

primary purpose of a "sneak preview" of a film prior to its release is to

collection of databases,or __________,is where a firm's ocean of marketing data is stored.

Figure 8-6A: Annual Sales of Tony's Pizza -Figure 8-6A above indicates that

Figure 8-4: Question 3 -kind of question is the following? "Place an 'X' in the space that describes your feelings about this test." Easy Difficult Fair Unfair

Figure 8-1 -According to Figure 8-1 above,"set research objectives" occurs during which step of the five-step marketing research approach?

STAT-USA and the U.S.Census Bureau

evaluating whether its Facebook and Twitter social media programs are working well,Carmex considered using various marketing metrics .One metric it considered was Carmex mentions on the Internet as a percentage of all mentions of major lip balm brands.This metric is called

Which of the following statements represents a possible measure of success in Step 1-define the problem of the five-step marketing research approach?

__________ in a decision are the restrictions placed on potential solutions to a problem.

Figure 8-4: Question 2 -Consider Figure 8-4: Question 2 above,which is 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?

Figure 8-5 -Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions.What does "B" represent?

Setting research objectives and identifying possible marketing actions would take place during which stage of the five-step marketing research approach?

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

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

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multi-Channel Marketing

Pulling It All Together: The Strategic Marketing Process

Filters

Exam 8: Marketing Research: From Customer Insights to Actions

Primary data refer to

Figure 8-4: Question 3 -__________ scale is a five-point scale in which the opposite ends have one- or two-word adjectives that have opposite meanings.

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

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

a marketing decision,constraints refer to

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

primary purpose of a "sneak preview" of a film prior to its release is to

collection of databases,or __________,is where a firm's ocean of marketing data is stored.

Figure 8-6A: Annual Sales of Tony's Pizza -Figure 8-6A above indicates that

Figure 8-4: Question 3 -kind of question is the following? "Place an 'X' in the space that describes your feelings about this test." Easy __ __ __ __ __ Difficult Fair __ __ __ __ __ Unfair

Figure 8-1 -According to Figure 8-1 above,"set research objectives" occurs during which step of the five-step marketing research approach?

STAT-USA and the U.S.Census Bureau

evaluating whether its Facebook and Twitter social media programs are working well,Carmex considered using various marketing metrics .One metric it considered was Carmex mentions on the Internet as a percentage of all mentions of major lip balm brands.This metric is called

Which of the following statements represents a possible measure of success in Step 1-define the problem of the five-step marketing research approach?

__________ in a decision are the restrictions placed on potential solutions to a problem.

Figure 8-4: Question 2 -Consider Figure 8-4: Question 2 above,which is 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?

Figure 8-5 -Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions.What does "B" represent?

Setting research objectives and identifying possible marketing actions would take place during which stage of the five-step marketing research approach?

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

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

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multi-Channel Marketing

Pulling It All Together: The Strategic Marketing Process

Filters

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

Figure 8-4: Question 3 -kind of question is the following? "Place an 'X' in the space that describes your feelings about this test." Easy Difficult Fair Unfair