Deck 8: Marketing Research: From Customer Insights to Actions

Question 1

Members of the Book Promoters Association of Canada recently questioned what could be done to rejuvenate the Canadian book publishing industry.Some claimed the problem was that many Canadian bookstores had been replaced by Amazon.com.Others said the problem was stodgy advertising.Still others believed the problem was small budgets for marketing programs.The best way to identify the problem would be to use

A)market analysis.
B)marketing management.
C)a marketing audit.
D)marketing research.
E)data mining.

Answer 1

D
Explanation: The Canadian publishers could use marketing research to identify and define both marketing problems and opportunities to generate and improve marketing actions.

Question 2

The process of defining a marketing problem and opportunity,systematically collecting and analyzing information,and recommending actions is referred to as

A)marketing enquiry.
B)strategic intelligence.
C)data mining.
D)marketing tactics.
E)marketing research.

Answer 2

E
Explanation: Key term definition-marketing research.

Question 3

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

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

Answer 3

E
Explanation: Before an upcoming film's release,studios will ask prospective moviegoers in the target audience three questions: (1)Are you aware of the film? (2)Are you interested in seeing the film? (3)Will you see the film? Studios also use "social listening" to understand what potential moviegoers are saying on Twitter,YouTube,Tumblr,Facebook,Instagram,and other social media sites.Studios use these data to monitor a promotional campaign,forecast the movie's opening weekend box-office sales and,if necessary,add additional marketing activities to promote the film.

Question 4

Marketing research refers to

A)the process of systematically collecting and analyzing information in order to define a marketing problem.
B)the use of information technology to find objective solutions to a marketing problem.
C)the process of defining a marketing problem and opportunity,systematically collecting and analyzing information,and recommending actions.
D)the use of subjective data such as interviews and observation to complement empirical data obtained through the use of information technology.
E)the science of using observable human behavior in order to identify and solve marketing problems.

Question 5

Grape-Nuts was one of the first cereals Post Cereal Co.ever marketed.It scores well in brand awareness studies,but recently its sales have been steadily declining.Rather than assume the product was a "dog," the Grape-Nuts marketing manager decided Post should first

A)update the flavor of the cereal by making it slightly sweeter.
B)increase the amount spent on advertising and sales promotion.
C)do marketing research to identify what needs were not being satisfied.
D)hire additional salespeople who were younger and more assertive to contact grocery stores.
E)realign Grape-Nuts as a "star" and increase production.

Question 6

Decision making is the act of

A)consciously choosing from among alternatives.
B)consciously choosing an action that doesn't involve risk.
C)subjectively selecting from a subset of positive alternatives.
D)subconsciously selecting the alternative that is most consistent with one's personal beliefs.
E)objectively selecting the most financially sound decision among two or more alternatives.

Question 7

Marketing researchers use tracking studies immediately before an upcoming film's release to

A)identify any factual errors or inconsistencies in the story line.
B)nominate specific actors or actresses for industry awards.
C)forecast a movie's opening weekend box office revenues.
D)select the best geographical location for the movie's premiere.
E)make changes to the movie's release based upon professional critics' reviews.

Question 8

A decision refers to a(n)

A)premeditated selection resulting in a personal action.
B)conscious choice among a set of alternatives that creates the least amount of risk.
C)conscious choice from among two or more alternatives.
D)subconscious selection of the alternative most consistent with one's personal beliefs.
E)unconscious choice selected from a subset of positive alternatives.

Question 9

All of the following are challenges marketers face when conducting marketing research except which?

A)whether consumers' actual purchase behaviors will match their stated interests or intentions
B)whether consumers will reveal honest answers to questions about personal or status issues
C)whether consumers will remember the brand they actually purchased in order to report it correctly
D)whether consumers will accept a small gratuity for participating in a market research study for a new or existing product
E)whether consumers will really know whether they are likely to buy a new product that they have never thought about before

Question 10

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

A)be short and memorable.
B)create a sense of mystery.
C)use devices such as alliteration or rhyme.
D)create a sense of familiarity.
E)be creative.

Question 11

Generally,filmmakers want movie titles that are short,memorable,appealing to consumers,and without legal restrictions.These are titles that

A)have the same factors that make a good brand name.
B)seem familiar.
C)use alliterative techniques.
D)play it safe.
E)appeal to multiple cultures.

Question 12

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

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

Question 13

Test screenings and tracking studies are examples of market research techniques used in the movie industry to

A)estimate a production company's potential market share.
B)identify prospective nominees for industry awards such as the Oscars.
C)create an advance market for the movie's Blu-ray release regardless of whether it is successful in its theater release or not.
D)identify possible story lines or plots for future movie ventures.
E)reduce uncertainty and improve marketing actions.

Question 14

War Dogs is an example of a successful movie that could have failed because

A)too little money was spent on promotion.
B)it was targeting the wrong target market segments.
C)there was too little similarity between the original book and the screenplay.
D)its original title did not convey the correct message to its prospective audience.
E)too much time elapsed between promotions and its release.

Question 15

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

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 before final editing.

Question 16

Qualified members of tracking studies for a new movie are asked three key questions,one of which is

A)How much would you be willing to pay for a ticket?
B)Will you be seeing the movie with someone else? If so,with whom?
C)In your own words,what is the premise of the movie?
D)Will you see the film this weekend?
E)If you like the movie,what is the probability that you will purchase it when it is released on Blu-ray?

Question 17

Filmmakers want movie titles that use the same factors that make a good brand name.They must be short,memorable,appealing to consumers,and

A)creative.
B)familiar.
C)without legal restrictions.
D)alliterative.
E)easy to remember.

Question 18

Movie studios use market research to reduce their risk of losses by hiring firms such as 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 completes a survey to

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 19

In marketing,a conscious choice made from among two or more alternatives is referred to as a

A)preference.
B)paradigm.
C)conclusion.
D)paradox.
E)decision.

Question 20

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

A)The primary purpose of marketing research is to collect data for historical purposes.
B)When collecting marketing research,people may be reluctant to tell you what you want to know.
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 21

After developing the research plan,the next step of the marketing research approach is to

A)develop findings.
B)define the problem.
C)take marketing actions.
D)analyze the results.
E)collect relevant information.

Question 22

Figure 8-1

According to Figure 8-1 above,what does A represent in the marketing research process?

A)Collect relevant information.
B)Develop the research plan.
C)Develop findings.
D)Take marketing actions.
E)Define the problem.

Question 23

The last step of the marketing research approach is to

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

Question 24

Figure 8-1

According to Figure 8-1 above,what does C represent in the marketing research process?

A)Define the problem.
B)Collect relevant information.
C)Develop the research plan.
D)Develop findings.
E)Take marketing actions.

Question 25

Analyzing data and presenting the results of this analysis would take place during which step of the five-step marketing research approach?

A)Collect relevant information.
B)Develop the research plan.
C)Develop findings.
D)Take marketing actions.
E)Define the problem.

Question 26

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

A)Collect relevant information.
B)Develop the research plan.
C)Develop findings.
D)Take marketing actions.
E)Define the problem.

Question 27

Figure 8-1

According to Figure 8-1 above,what does B represent in the marketing research process?

A)Develop findings.
B)Define the problem.
C)Collect relevant information.
D)Develop the research plan.
E)Take marketing actions.

Question 28

The fourth of five steps in the marketing research approach is to

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

Question 29

Figure 8-1

According to Figure 8-1 above,what does E represent in the marketing research process?

A)Take marketing actions.
B)Define the problem.
C)Develop the research plan.
D)Collect relevant information.
E)Develop findings.

Question 30

Obtaining secondary data occurs during which step of the five-step marketing research approach?

A)Define the problem.
B)Develop the research plan.
C)Collect relevant information.
D)Develop findings.
E)Take marketing actions.

Question 31

Determining how to collect the data occurs during which step of the five-step marketing research approach?

A)Develop findings.
B)Develop the research plan.
C)Collect relevant information.
D)Define the problem.
E)Take marketing actions.

Question 32

Figure 8-1

According to Figure 8-1 above,what does D represent in the marketing research process?

A)Define the problem.
B)Develop the research plan.
C)Develop findings.
D)Collect relevant information.
E)Take marketing actions

Question 33

Implementing recommendations occurs during which step of the five-step marketing research approach?

A)Define the problem.
B)Take marketing actions.
C)Collect relevant information.
D)Develop findings.
E)Develop the research plan.

Question 34

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

A)Collect relevant information.
B)Develop the research plan.
C)Develop findings.
D)Obtain secondary data.
E)Define the problem.

Question 35

Analyzing the data occurs during which step of the five-step marketing research approach?

A)Collect relevant information.
B)Develop the research plan.
C)Define the problem.
D)Develop findings.
E)Take marketing actions.

Question 36

Setting research objectives occurs during which step of the five-step marketing research approach?

A)Define the problem.
B)Develop the research plan.
C)Collect relevant information.
D)Take marketing actions.
E)Develop findings.

Question 37

The first step of the marketing research approach is to

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

Question 38

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

A)Collect relevant information.
B)Develop the research plan.
C)Develop findings.
D)Take marketing actions.
E)Define the problem.

Question 39

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?

A)Collect relevant information.
B)Develop the research plan.
C)Develop findings.
D)Take marketing actions.
E)Define the problem.

Question 40

After defining the problem,the next step of the marketing research approach is to

A)develop findings.
B)gather resources.
C)take marketing actions.
D)develop the research plan.
E)collect relevant information.

Question 41

One test of whether marketing research should be done is if

A)different outcomes will lead to different marketing actions.
B)multiple changes can be implemented simultaneously.
C)interpreting the data can be done using a jury of executive opinions.
D)the decision to undertake it is unanimous.
E)there is a budget for the research.

Question 42

In setting research objectives,marketers have to be clear on the purpose of research they are about to do that leads to marketing actions.The three main types of marketing research include exploratory research,causal research,and ________ research.

A)virtual
B)descriptive
C)financial
D)interdisciplinary
E)interactive

Question 43

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.Marketing researchers for its publisher developed a research plan,gathered information from teen focus groups,analyzed the findings,and recommended replacing Watch magazine with Fuel for boys and Verve for girls.Making this change would be considered which step in the marketing research approach?

A)Define the problem.
B)Develop the research plan.
C)Collect relevant information.
D)Take marketing actions.
E)Develop findings.

Question 44

Research objectives are

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

Question 45

When Home Depot entered the Quebec market in Canada,2 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)secondary data.
B)a constraint.
C)an assumption.
D)a measure of success.
E)a barrier to entry.

Question 46

Research that provides ideas about a vague problem or question is referred to as

A)virtual research.
B)interactive research.
C)causal research.
D)descriptive research.
E)exploratory research.

Question 47

Research that involves trying to find the frequency with which something occurs or the extent of a relationship between two factors is referred to as

A)virtual research.
B)interactive research.
C)causal research.
D)descriptive research.
E)exploratory research.

Question 48

Consider the LEGO Group MINDSTORMS® product.If the marketing research measure of success is assembly time for a particular design meant for middle school kids,which would be the best possible marketing action if the results of a marketing research study concluded,"All 10 teams could assemble Design B in 20 minutes but only three teams completed Design A"?

A)Redesign the kits so that assembly time is more uniform.
B)Introduce Design B.
C)Introduce Design A,but add more new features to charge a higher price.
D)Mine the data further for student reactions.
E)Consult the marketing dashboards to analyze LEGO Group sales in the United States.

Question 49

Research that involves trying to determine the extent to which the change in one factor changes another one is referred to as

A)virtual research.
B)interactive research.
C)causal research.
D)descriptive research.
E)exploratory research.

Question 50

Considering the five-step marketing research approach leading to marketing actions,the feedback loop

A)is useful only to help a researcher better define the problem next time.
B)is used to develop the research plan.
C)is a form of primary research.
D)is used to develop findings.
E)consists of lessons learned that can improve each of the steps.

Question 51

Measures of success are

A)the goals the decision maker seeks to achieve in solving a problem.
B)criteria or standards used in evaluating proposed solutions to a problem.
C)identification of acceptable alternatives for collecting data to solve a problem.
D)objective data used to identify the most profitable solution to a marketing problem.
E)subjective data used to identify the most profitable solution to a marketing problem.

Question 52

Consider the LEGO Group MINDSTORMS® product.LEGO Group designers created MINDSTORMS® kits to appeal to middle school kids,among others.When attempting to choose between potential designs,what was the measure of success for use by LEGO Group in this instance?

A)age
B)gender
C)assembly time
D)cost
E)advertising

Question 53

Set during the marketing research process,________ are specific,measurable goals the decision maker seeks to achieve in conducting the marketing research.

A)measures of success
B)research constraints
C)marketing research plans
D)hypothetical scenarios
E)research objectives

Question 54

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

A)specify constraints.
B)identify possible marketing actions.
C)determine how to collect data.
D)evaluate previous research results.
E)identify desired solutions.

Question 55

A firm trying to obtain data on the number of households that buy a particular product would most likely use which type of marketing research?

A)descriptive
B)explanatory
C)exploratory
D)causal
E)concrete

Question 56

After defining the problem,the next step in the five-step marketing research approach is to

A)develop the research plan.
B)evaluate the results.
C)examine the alternatives.
D)list the variables.
E)conduct the experiment.

Question 57

A firm using a test market to determine which pricing strategy results in highest sales for a new line of watches is an example of which type of marketing research?

A)descriptive
B)explanatory
C)exploratory
D)causal
E)concrete

Question 58

After a bankruptcy,SwissAir was able to regroup and wanted to resume flying if it could regain at least 75 percent of its lost customers.It decided to allocate $50,000 to determine the likelihood that its former customers would fly on the airline again and find methods requiring little or no money that could be used to increase that probability.This description represents which step in the marketing research approach?

A)Define the problem.
B)Develop the research plan.
C)Collect relevant information.
D)Develop findings.
E)Take marketing actions.

Question 59

Effective decision makers rely on criteria or standards known as ________ that are used in evaluating proposed solutions to a problem.

A)marketing dashboards
B)descriptive research
C)constraints
D)problem definitions
E)measures of success

Question 60

Which of the following statements represents a possible measure of success in the first step of the five-step marketing research approach,defining the problem?

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 3-year-olds like this product,then it stands to reason that 4-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 the test subject eats most or all of the sample during the taste test,it will be assumed that he or she likes it.

Question 61

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

A)systems
B)styles
C)methods
D)manners
E)modes

Question 62

A picture or verbal description of a product or service a firm might offer for sale is referred to as a(n)

A)constraint.
B)exemplar.
C)new-product concept.
D)test offering.
E)protocol.

Question 63

In marketing research,sampling refers to

A)testing the effectiveness of a marketing alternative in a supervised setting.
B)collecting various secondary data through electronic or mechanical means.
C)allowing a subject to experience firsthand 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 64

Penningtons Superstore specializes in plus-size fashions for women.It was considering adding a line of teen plus sizes to its stores.Before doing so,it contracted with a marketing research firm to make sure that the teen plus-size market was a viable one.Decision makers needed the results of its study by September 15 so Penningtons could introduce the line the following March,if the market was viable.The major constraint for research here is

A)collecting secondary data.
B)finding primary research candidates to interview.
C)meeting the time deadline.
D)establishing measures of success.
E)locating age-appropriate styles in plus sizes.

Question 65

What are two common constraints in marketing problem solving?

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 66

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to deal with claims.It wants to introduce its product into new markets,but before it does so,it wants to predict how successful its sales efforts will be.The marketing research firm hired to conduct the research study has six months to gather,analyze,and present its data to DirectProtect.The required time frame is an example of a(n)

A)dependent variable.
B)obstruction.
C)objective.
D)constraint.
E)independent variable.

Question 67

The Journal of Marketing Research and the Journal of Marketing provide

A)up-to-date tables for the latest data on consumer sales,listed by industry.
B)summaries of research methods and techniques valuable in addressing marketing problems.
C)the latest data on marketing expenditures based on consumer geodemographics.
D)postings of professional marketing opportunities at universities and colleges.
E)an in-depth list of marketing positions and opportunities at major corporations.

Question 68

In the world of marketing,________ are ideas about products or services.

A)theories
B)designs
C)models
D)impressions
E)concepts

Question 69

The retail mall owner told a marketing researcher,"We have the option of staying open late twice a week or opening up an hour early every day.We need to know which will be most profitable since we cannot do both.The decision must be made in 11 weeks and we only have $10,000 budgeted for this research project." In which step of the marketing research process would the owner determine this budget and time frame?

A)Define the problem.
B)Develop the research plan.
C)Collect relevant information.
D)Develop findings and recommendations.
E)Take marketing actions.

Question 70

In a marketing decision,constraints are

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 selects the best problem to fit the hypothetical solution.

Question 71

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

A)Define the problem.
B)Develop the research plan.
C)Collect relevant information.
D)Develop findings.
E)Take marketing actions.

Question 72

In marketing research,________ involves generalizing the results from the sample to much larger groups of distributors,customers,or prospects to help decide on marketing actions.

A)nonprobability sampling
B)probability sampling
C)extrapolation
D)statistical inference
E)criteria sampling

Question 73

In a decision,the restrictions placed on potential solutions to a problem are referred to as

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

Question 74

There are three key elements when developing the research plan.One of these is

A)specify measures of success.
B)set the research objectives.
C)determine how to report the findings.
D)evaluate previous research results.
E)identify data needed for marketing actions.

Question 75

Drawing conclusions about every woman who leases a car in a particular zip code from a representative sample of 250 women in that zip code who lease a car is called

A)probability sampling.
B)nonprobability sampling.
C)random sampling.
D)statistical inference.
E)interpolation.

Question 76

Before its production,LEGO Group marketing managers might develop a ________ for an innovative MINDSTORMS® EV3 robot that uses a color sensor,responds to voice commands,or uses GPS navigation software.

A)virtual concept
B)product substitute
C)product hypothesis
D)new-feature matrices
E)new-product concept

Question 77

The approaches that can be used to collect data to solve all or part of a marketing research problem are referred to as

A)methods.
B)proposals.
C)strategies.
D)tactics.
E)analyses.

Question 78

The process of selecting elements from a population,collecting data from them,and using it as representative of all those a researcher is interested in is referred to as

A)hypothesis generation.
B)sampling.
C)information gathering.
D)statistical inference.
E)probability extrapolation.

Question 79

Two key elements in deciding how to collect marketing data are

A)concepts and values.
B)concepts and methods.
C)constraints and hypotheses.
D)terms and constraints.
E)terms and hypotheses.

Question 80

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

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