Question 1

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

Accepted Answer

A) extrapolated data. 
B) hypotheses data. 
C) questionnaire data. 
D) observational data. 
E) statistical inference.

Question 2

Briefly explain what a product or brand "driver" is.Give three examples.

Accepted Answer

The answer of Briefly explain what a product or brand...

Question 3

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

Accepted Answer

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 4

Marketing teams must be vigilant for ways to improve the analysis and results - to learn lessons that might apply to future marketing research efforts.Evaluating the effectiveness of a marketing decision involves

Accepted Answer

A) asking prospective customers if they are likely to buy the product during some future time period. 
B) requesting the firm's salespeople to estimate sales during a coming period. 
C) determining if the marketing research and analysis used to develop the recommendations was effective. 
D) collecting projections from all regional sales managers and making projections based on a region to region basis. 
E) monitoring the marketplace to determine if action is necessary in the future.

Question 5

The 2007 __________ contains data on the number and sales of establishments in the United States that produce a good or service based on its geography, industry sector, and North American Industry Classification code.

Accepted Answer

A) Annual Retail Trade Survey (ARTS) 
B) Annual Survey of Manufacturers (ASM) 
C) Annual Wholesale Trade Survey (AWTS) 
D) Service Annual Survey (SAS) 
E) Economic Census

Question 6

A(n) __________ question allows respondents to express opinions, ideas, or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.

Accepted Answer

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

Question 7

FIGURE 8-20 
-Figure 8-20 above indicates that

Accepted Answer

A) annual sales of Tony's Pizzas are flat to slightly increasing over the period 2006-2009. 
B) annual sales of Tony's pizzas are increasing significantly over the period 2006-2009. 
C) children are eating more pizzas. 
D) households with more members are eating more pizza, which drives this sales increase. 
E) there was a greater change in growth between 2006 and 2007 than there was between 2008 and 2009.

Question 8

A(n) __________ forecast involves starting with the last known value of the item being forecast, listing the factors that could affect the forecast, assessing whether they have a positive or negative impact, and making the final forecast.

Accepted Answer

A) direct 
B) lost-horse 
C) lost-soul 
D) indirect 
E) incremental

Question 9

A __________ is a sample of consumers or stores from which researchers take a series of measurements.

Accepted Answer

A) jury of executive opinion 
B) representative group 
C) survey of experts 
D) focus group 
E) panel

Question 10

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

Accepted Answer

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

Question 11

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

Accepted Answer

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

Question 12

FIGURE 8-20 
-Figure 8-21 above shows that

Accepted Answer

A) annual sales of Tony's Pizzas decreased over the period 2006 to 2009. 
B) average annual sales per household of Tony's Pizzas decreased over the period 2006 to 2009. 
C) average sales have dropped from 3.4 million to 3.1 million units. 
D) sales to households with children declined over the period 2006 to 2009. 
E) smaller households bought less pizza over the period 2006 to 2009.

Question 13

FIGURE 8-20 
-Figure 8-22 above shows that

Accepted Answer

A) Tony's Pizza sales to households with 5 or more people increased over the period 2006 to 2009. 
B) households with 5 or more people bought the least Tony's Pizza over the period 2006 to 2009. 
C) between 2006 to 2007, as single people married and became two person households, the increase in sales was greater than the expected 200% change. 
D) Tony's Pizza sales to households with 2 people have remained relatively steady from 2006 to 2009. 
E) the changes from year to year are really not significant since overall sales have continued to increase.

Question 14

Data mining refers to

Accepted Answer

A) any form of electronically generated market research. 
B) the extraction of hidden predictive information from large databases. 
C) obtaining information about a competitor or competitor's products for use by one's own firm. 
D) the use of information derived solely from unsolicited sources such as customer complaints or complements, or public service announcements. 
E) a branch of marketing specializing in obtaining both objective and subjective data to be used by other companies or organizations.

Question 15

The first step of the marketing research approach is __________.

Accepted Answer

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

Question 16

A special kind of individual interview in which researchers ask lengthy, free-flowing kinds of questions to probe for underlying ideas and feelings is called a

Accepted Answer

A) extensive interview. 
B) discovery interview. 
C) probing interview. 
D) guided interview. 
E) depth interview.

Question 17

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

Accepted Answer

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

Question 18

The fourth step of the marketing research approach is __________.

Accepted Answer

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

Question 19

A fixed alternative question requires respondents to select one or more response option from the set of predetermined choices.Another name for this kind of question is:

Accepted Answer

A) dichotomous question. 
B) open-ended question. 
C) attitudinal question. 
D) closed-end question. 
E) semantic differential question.

Question 20

FIGURE 8-6 
-In Figure 8-6 above, a researcher watches a young child play with his toys.This is an example of

Accepted Answer

A) the use of observational data to alter or improve a consumer's behavior. 
B) the use of secondary data to alter or improve a consumer's behavior. 
C) a researcher collecting observational data to use in future marketing actions. 
D) a researcher collecting psychographic information to use in future marketing actions. 
E) the use of personal interviews to collect subjective but essential information necessary to make informed marketing decisions.

Exam 8: Marketing Research: From Customer Insights to Actions