Deck 8: Marketing Research: From Customer Insights to Actions

Question 1

Filmmakers want movie titles that use basically the same factors that make a good brand name; they must be concise, grab attention, __________, and have no legal restriction.

A)be creative
B)seem familiar
C)use alliterative techniques
D)be easy to remember
E)capture the essence of the film

Answer 1

E

Question 2

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

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.

Answer 2

B

Question 3

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

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

Answer 3

C

Question 4

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

A)identify any factual errors or inconsistencies in the storyline.
B)nominate specific actors or actresses for industry awards.
C)forecast a movie's opening week's 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 5

After qualifying by having seen at least six movies in the last year, members of tracking studies are asked three key questions: (1) Are you aware of the film? (2) Are you interested in seeing the film? and (3) 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 a DVD?

Question 6

Filmmakers want movie titles that use basically the same factors that make a good brand name; they must be __________, grab attention, have no legal restriction, and capture the essence of the film.

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

Question 7

A decision refers to

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

Question 8

Field of Dreams and Million Dollar Baby are examples of successful movies that could have failed because

A)too little money was spent on promotion.
B)they were targeting the wrong market segment.
C)there was too little similarity between the original book and the screenplay.
D)their original titles did not convey the correct message to their prospective audiences.
E)too much time lapsed, between their promotion and their release.

Question 9

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

A)rate the performances of the individual actors and actresses for possible Emmy nominations.
B)rate the work of the director and producer for possible Emmy nominations.
C)evaluate the success of pre-release promotion and effectiveness of product placement within the film itself.
D)compare the final film with the original screenplay.
E)identify specific changes that may need to be made prior to final editing and release, to increase the film's likelihood of success.

Question 10

Concept tests of plots using surveys, testing of marketing campaigns, sneak previews, and tracking studies are all examples of market research techniques.Collectively, they are 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 Emmys.
C)reduce uncertainty and to improve marketing decisions.
D)identify possible story lines and/or plots for future movie ventures.
E)create an advance market for the movie's DVD release regardless of whether it is successful in its release or not.

Question 11

Decision making is the act of

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

Question 12

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

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)Amongst those people who participate in market research panels, there is an almost perfect correlation between a respondent's stated intentions and their actual buying behavior.

Question 13

Movie studios use tracking studies in which prospective moviegoers are asked questions about an upcoming film's 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 14

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

A)a preference set.
B)a selection paradigm.
C)a decision.
D)a paradox.
E)a default point.

Question 15

Filmmakers want movie titles that use basically the same factors that make a good brand name; they must be concise, grab attention, capture the essence of the film, and __________.

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 16

FIGURE 8-1
According to Figure 8-1 above, when conducting marketing research, why would you ask the questions, "Did you like the ending?" and "If not how would you change it?" after the test screening of a movie?

A)To screen out people who simply want a free movie ticket.
B)To change or clarify the ending of the movie.
C)To determine the relationship between ticket prices and happy endings of movies.
D)To identify people who frequently attend movies.
E)To separate those aware of the movie ending from those who are not aware.

Question 17

Members of the Book Promoters Association of Canada recently questioned what could be done to rejuvenate the Canadian book publishing industry.Some members claimed the problem was Canadian retailers had been replaced by Wal-Marts.Others said the problem was with stodgy promotions.Still others said the problem was caused by too little money being budgeted to fund marketing programs.The best way to identify the true problem would be to use __________.

A)market analysis
B)marketing management
C)intelligence gathering
D)marketing research
E)information mining

Question 18

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

A)enquiry
B)empirics
C)data mining
D)marketing tactics
E)marketing research

Question 19

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 20

FIGURE 8-1
According to Figure 8-1 above, when conducting marketing research, why would you ask the question, "How old are you?" before the test screening of a movie?

A)To identify people who fit the profile of the target audience for the movie.
B)To identify people who frequently attend movies.
C)To make sure the respondent meets recommended age requirements (G, PG, R, etc.).
D)To determine if the respondent is old enough to relate to the characters.
E)To determine if the respondent is mature enough to have valid input.

Question 21

Setting research objectives and identifying possible marketing actions would take place during which stage in 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 22

FIGURE 8-2
, if a measure of success is "playtime" for a particular telephone design, what would be an example of a possible marketing action if the measure was "Children spent more time playing with new design:"

A)Continue with old design; don't introduce new design.
B)Introduce new design; drop old design.
C)Introduce new design; but add some new features.
D)Mine the data further for children reactions; take no action.
E)Add digital dashboards to analyze reactions to new design; add some new features.

Question 23

When Home Depot entered the Quebec market, two percent of the population was aware of the retail chain.To determine how effective its advertising was in the first 18 months of its presence in the Canadian province, it conducted awareness research for a second time.Prior to conducting the research, it was decided that if at least 50 percent of the population were aware of the Home Depot brand that it would continue its present advertising program.This is an example of a(n)

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

Question 24

The first step of the marketing research approach is __________.

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

Question 25

Measures of success refer to

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 26

The second step of the marketing research approach is __________.

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

Question 27

The third step of the marketing research approach is __________.

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

Question 28

FIGURE 8-3
According to the Figure 8-3 above, that shows the five-step marketing research approach, "using information and technology" would be found in cell

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

Question 29

Criteria or standards used in evaluation proposed solutions to a problem are referred to as

A)solution factors.
B)problem resolution.
C)determinant factors.
D)measures of success.
E)resolution parameters.

Question 30

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 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?

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 responding to its advertisers' concerns.
E)This publisher is using an approach that works for corporations but will just waste time for a small publisher.

Question 31

Effective decision makers develop specific __________, which are criteria or standards used in evaluating proposed solutions to the problem.

A)standards of accuracy
B)measures of success
C)measures of variability
D)limits of consideration
E)limits of probability

Question 32

During the marketing research process, __________ are the specific, measurable goals the decision maker seeks to achieve in conducting the marketing research.

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

Question 33

Several years ago, SwissAir made some unwise investments to pay for a planned expansion.As a result, the company had to make some cost-cutting moves that alienated its customers.Eventually, the company declared bankruptcy, regrouped, and found itself able to resume business.Its board of directors recently announced that the company would resume flying if it could prove that the airlines could regain at least 75 percent of its lost customers.It decided to allot $50,000 to determine the probability that its former customers would fly on the airline again and what methods requiring little or no money could be used to increase that probability.This description represents which stage 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 34

What is the marketing research term for the specific, measurable goals the decision-maker seeks to achieve in conducting the marketing research?

A)research risks
B)research objectives
C)research decisions
D)measures of success
E)conjectures

Question 35

FIGURE 8-3
According to Figure 8-3 above, that shows the five-step marketing research approach, "setting research objectives" would be found in cell

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

Question 36

FIGURE 8-3
According to Figure 8-3 above, that shows the five-step marketing research approach, "specifying constraints" would be found in cell

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

Question 37

Research objectives are __________.

A)specific measureable goals
B)general research guidelines
C)solutions to be evaluated
D)conjectures regarding outcomes
E)research dashboards

Question 38

The fourth step of the marketing research approach is __________.

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

Question 39

The fifth step of the marketing research approach is __________.

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

Question 40

Effective decision makers rely on criteria or standards used in evaluating proposed solutions to a problem, which is known as

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

Question 41

FIGURE 8-3
According to Figure 8-3 above, that shows the five-step marketing research approach, "implement marketing actions" would be found in cell

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

Question 42

After defining the problem, the next step in the marketing research process is to

A)develop the research plan.
B)evaluate the results.
C)examine the alternatives.
D)enumerate the uncertainties.
E)experiment.

Question 43

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

A)risks.
B)inhibitors.
C)constraints.
D)binding factors.
E)dependent variables.

Question 44

Which of the following statements represents a possible measure of success in the "define the problem" stage of the marketing research process?

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, then it stands to reason four-year olds will like it even more.
C)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.
D)Let's identify the most cost effective method of advertising.
E)Use mail questionnaires, not focus groups.

Question 45

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

A)concepts
B)notions
C)perceptions
D)impressions
E)theories

Question 46

FIGURE 8-3
According to Figure 8-3 above, that shows the five-step marketing research approach, "analyze the data" would be found in cell

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

Question 47

In the world of marketing, two key elements in deciding how to collect the data are __________ and __________.

A)concepts; notions
B)concepts; methods
C)notions; perceptions
D)perceptions; impressions
E)methods; theories

Question 48

In marketing, the term sampling refers to

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

Question 49

Prior to its production, Fisher-Price managers developed a(n) __________ for the Chatter Telephone that involved adding a noisemaker, wheels, and eyes to the basic telephone.

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

Question 50

Specifying constraints, identifying data needed for marketing actions, and determining how to collect data, would take place during which stage in 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 51

The method of __________ involves drawing conclusions about a population from a sample taken from that population.

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

Question 52

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)the latest data on marketing expenditures based on consumer demographics.
C)summaries of research methods and techniques valuable in addressing marketing problems.
D)an in-depth list of marketing positions and opportunities at major corporations.
E)postings of professional marketing opportunities at universities and colleges.

Question 53

The process of selecting representative elements from a population is referred to as

A)hypothesis generation.
B)sampling.
C)information gathering.
D)experimental research.
E)probability extrapolation.

Question 54

One test of whether marketing research should be done is

A)whether different outcomes will lead to different marketing actions.
B)whether different outcomes will lead to the unrelated marketing actions.
C)using a jury of executive opinion to interpret the data.
D)agreeing to take action only if the decision is unanimous.
E)if top management has the final say on actions taken after research is completed.

Question 55

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 have a prediction of how successful its sales efforts will be.The marketing research firm conducting the research study has six months to gather, analyze its data, and present them to DirectProtect.The required time frame is an example of a(n)

A)dependent variable.
B)binding factor.
C)risk.
D)constraint.
E)inhibitor.

Question 56

What are two common constraints in marketing problem solving?

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

Question 57

Penningtons Superstore specializes in plus-size fashions for women.It thought it recognized a marketing opportunity in plus-size junior clothes and was considering adding a line of teen plus-sizes to its 117 stores.Before doing so, it contracted with a marketing research firm to make sure that the teen plus-size market was a viable one.It told the research company it needed to have the results of its study by September so it could introduce the line in the following March, if the market was viable.The major constraints for the marketing firm in this scenario would be __________.

A)collecting secondary data
B)finding primary research candidates
C)meeting time deadlines
D)establishing measures of success
E)finding age-appropriate styles in plus sizes

Question 58

Constraints refer to

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

Question 59

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

A)hypothesis.
B)proposition.
C)new-product concept.
D)alternative.
E)opportunity.

Question 60

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

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

Question 61

Penningtons Superstore, which specializes in plus-size fashions for women, wanted to see if it should add a line of plus-size junior wear.The following statement reflects which step in the marketing research process? "To see which is more effective, offering products for this market in our current stores or opening separate stores targeted directly to the teenage market, let's distribute questionnaires to current shoppers and solicit their opinions, set up some focus groups with plus-size teens, and locate any relevant secondary research."

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

Question 62

After defining the problem and developing the research plan, the next step in the marketing research process is to

A)collect relevant information.
B)develop findings and recommendations.
C)take marketing actions.
D)plan the budget.
E)identify the constraints on the process.

Question 63

When Karsh & Hagan Advertising Agency uses information found in Nielsen Reports, published by the A.C.Nielsen Company, to plan television-advertising schedules for its clients, it is relying on __________ data.

A)internal proprietary
B)external primary
C)external secondary
D)observational
E)internal secondary

Question 64

Primary data refer to

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 asking people questions or through the use of information technology.
E)conclusions developed from information obtained from a representative sample of a population.

Question 65

Obtaining primary and secondary data would take place during which stage 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 66

A survey by the Economic Research Service of the U.S.Department of Agriculture, government statistics from the Department of Commerce, stock market information from the Wall Street Journal would all be examples of

A)internal primary data.
B)nonprobability sampling tools.
C)internal secondary data.
D)external secondary data.
E)external primary data.

Question 67

The method of sampling that would involve drawing conclusions about every woman who wears a size 14 or larger in a particular zip code from a representative sample of 250 women who wear a size 14 or larger would be

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

Question 68

The facts and figures related to the problem that is divided into two main parts: secondary data and primary data are referred to as __________.

A)data
B)statistics
C)variables
D)concepts
E)empirical evidence

Question 69

According to research conducted by Canadian cultural anthropologists, Canadians place a high importance on personal relationships.This leads them to be extremely reluctant to buy through an impersonal medium like a telephone.For an insurance company that was hoping to sell insurance through telemarketers, this research would be an example of

A)internal data.
B)an objective.
C)an assumption.
D)a dependent variable.
E)external secondary data.

Question 70

Data refers to

A)subjective psychographic information collected by an organization upon which it bases subsequent actions.
B)objective demographic information collected by an organization upon which it bases subsequent actions.
C)the facts and figures related to the problem that is 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 problem.
E)information collected from within a company used to determine which alternative within a solution set offers the greatest possible return on investment.

Question 71

The two main types of data are

A)independent and dependent.
B)primary and secondary.
C)comprehension and case specific.
D)extraneous and experimental.
E)measurable and non-measurable.

Question 72

Published data from outside the organization are referred to as __________ data.

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

Question 73

GI Design is a small copper manufacturing studio, which designs and builds items such as fountains and tabletops made from copper.Greg, the owner, knew he had a problem of how to increase sales and profits, and developed a research plan to determine what landscape architects and interior designers wanted in copper furnishings and décor and the appropriate price for these items.He decided to interview representative designers as part of this process.Greg was in the __________ step of the market research process.

A)solving the problem
B)developing the research plan
C)collecting relevant information
D)developing findings and recommendations
E)taking marketing actions

Question 74

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

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

Question 75

Facts and figures that have already been recorded before the project at hand are referred to as

A)primary data.
B)empirical data.
C)secondary data.
D)demographic data.
E)observational data.

Question 76

The National Health Interview Survey is conducted annually by the Centers for Disease Control and Prevention.By examining information gathered from sampling it was able to announce that 14.1 percent of all Americans lacked healthcare insurance.To make this statement the Centers for Disease Control and Prevention had to use

A)bifurcated variables.
B)no constraints.
C)holistic sampling.
D)statistical inference.
E)interpolation.

Question 77

Red Carpet Baby!, a children's accessory and toy store, uses U.S.Census information to determine the number of families with children under age 5 in its market area.It is using __________ data.

A)proprietary
B)primary
C)secondary
D)observational
E)experimental

Question 78

Facts and figures that are newly collected for a project at hand are referred to as

A)primary data.
B)empirical data.
C)secondary data.
D)demographic data.
E)observational data.

Question 79

Secondary data are the

A)facts and figures that are newly collected for a project at hand.
B)facts and figures that have already been recorded before the project at hand.
C)facts and figures obtained by watching people mechanically rather than in person.
D)facts and figures obtained by either asking people questions or through the use of information technology.
E)conclusions developed from information obtained from a representative sample of a population.

Question 80

Secondary data can be divided into two parts-_________ and _________.

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