Deck 8: Marketing Research: From Customer Insights to Actions

Question 1

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 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.

Answer 1

C

Question 2

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 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.

Answer 2

E

Question 3

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 target market segments.
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 promotions and their releases.

Answer 3

D

Question 4

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

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

Question 5

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

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

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) a subjective selection 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 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 8

Figure 8-A
According to Figure 8-A 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 for being admitted to the movie (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 provide valuable input when critiquing the elements of the movie

Question 9

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

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 10

Grape-Nuts was one of the first cereals Post Cereal Company 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 amounts spent on advertising and 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 11

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 bookstores had been replaced by Walmarts.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 problem would be to use __________.

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

Question 12

Which of the following statements concerning marketing research 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) 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 13

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.

Question 14

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

Question 15

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 16

decision refers to

A) a premeditated selection resulting in a personal action.
B) a conscious choice among 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 one's personal beliefs.
E) an unconscious choice selected from a subset of positive alternatives.

Question 17

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 Oscars.
C) create an advance market for the movie's DVD release regardless of whether it is successful in its theater release or not.
D) identify possible story lines and/or plots for future movie ventures.
E) reduce uncertainty and improve marketing decisions.

Question 18

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

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

Question 19

After qualifying by having seen at least six movies in the last year,members of tracking studies 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 a DVD?

Question 20

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 21

Making recommendations,implementing those recommendations,and evaluating the results would take place during which stage 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 22

Obtaining primary and secondary data would take place during which stage 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 23

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

Question 24

Specifying constraints,identifying data needed for marketing actions,and determining how to collect data would take place during which stage 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 25

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

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 airline 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 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 27

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

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

Question 28

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

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

Question 29

second step of 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 30

fourth step of 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 31

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 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 constraints
C) marketing research plans
D) hypothetical scenarios
E) research objectives

Question 33

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 34

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

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

Question 35

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

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

Question 36

fifth 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 37

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

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

Question 38

Analyzing data and presenting the results of this analysis would take place during which stage 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

third step of 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 40

Research objectives are __________.

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

Question 41

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) enumerate the uncertainties.
E) experiment.

Question 42

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 43

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) exploratory research.
D) descriptive research.
E) causal research.

Question 44

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

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

Question 45

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 46

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

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

Question 47

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 48

Home Depot entered the Quebec market,two percent of the population were aware of the retail chain.To determine how effective its advertising was in the first 18 months of its presence in Quebec,the firm 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,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 49

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 50

Research that involves trying to find the frequency that 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 51

test market in which a new breakfast cereal is offered at different prices to determine the different levels of sales is an example of which type of marketing research?

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

Question 52

setting research objectives,marketers have to be clear on the purpose of the research that leads to marketing actions.The three main types of marketing research include descriptive research,exploratory research,and __________ research.

A) causal
B) virtual
C) interactive
D) effect
E) interdisciplinary

Question 53

Based on the Fisher-Price Chatter Telephone example in the textbook,if a measure of success is "playtime" for a particular telephone design,what would be an example of a possible marketing action if the results of observation were "Children spent more time playing with new design?"

A) continue with the old design; don't introduce the new design
B) introduce the new design; drop the old design
C) introduce the 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 the new design; add some new features

Question 54

test market is an example of which type of marketing research?

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

Question 55

test of whether marketing research should be done is

A) if different outcomes will lead to different marketing actions.
B) if different outcomes will lead to the same 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 the action is agreed on, regardless of the outcome of the research.

Question 56

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

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

Question 57

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

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

Question 58

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

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 59

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 60

setting research objectives,marketers have to be clear on the purpose of the research that leads to marketing actions.The three main types of marketing research include descriptive research,causal research,and __________ research.

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

Question 61

Penningtons Superstore specializes in plus-size fashions for women.It recognized a potential 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 the results of its study by September 15 so it could introduce the line the following March,if the market was viable.The major constraint for the marketing research firm in this scenario would be __________.

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 62

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 63

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

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

Question 64

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

A) constraint.
B) proposition.
C) new-product concept.
D) alternative.
E) protocol.

Question 65

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

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

Question 66

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

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

Question 67

are the two most 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 68

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 demographics.
D) postings of professional marketing opportunities at universities and colleges.
E) an in-depth list of marketing positions and opportunities at major corporations.

Question 69

Drawing conclusions about a population from a sample taken from that population is referred to as

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

Question 70

key elements in deciding how to collect marketing data are __________ and __________.

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

Question 71

Sampling and statistical inference are known as 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 72

retail mall owner told the 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 stage of the marketing research process would this statement have been made?

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

Question 73

method of __________ 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 74

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 75

National Health Interview Survey is conducted annually by the Centers for Disease Control and Prevention.By examining information gathered from a national sample of 600 respondents throughout the U.S.,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) focus groups.
B) no constraints.
C) internal secondary data.
D) statistical inference.
E) interpolation.

Question 76

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 77

marketing,the term sampling refers to

A) testing the effectiveness of a marketing alternative in a supervised setting.
B) the collection of various secondary data through electronic or mechanical means.
C) allowing a subject to experience first-hand a new or updated product or service.
D) the process of 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 78

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 79

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

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

Question 80

a marketing decision,constraints refer to

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.