Question 1

All of the following are sources of primary data EXCEPT:

Accepted Answer

A) government publications. 
B) observational data. 
C) experiments. 
D) social media. 
E) panels.

Question 2

-Figure 7-6A above indicates that

Accepted Answer

A) U.S. children ate more pizzas between the years 2010 and 2013. 
B) annual sales of Tony's Pizza grew significantly over the period 2010 to 2013. 
C) households with two or more members ate more Tony's Pizza over the period 2010 to 2013, which drove a sales increase. 
D) annual sales of Tony's Pizza grew slightly over the period 2010 to 2013. 
E) there was a greater change in growth in the monthly sales of Tony's Pizza between 2010 and 2011 than there was between 2012 and 2013.

Question 3

Briefly explain the best-known statistical method, trend extrapolation, used by marketers to develop a company's sales forecasts. In your explanation, explain the strengths and weaknesses of using this method.

Accepted Answer

The answer of Briefly explain the best-known statistical method, trend...

Question 4

Observing people and asking them questions are the two principal ways to obtain

Accepted Answer

A) external secondary data. 
B) internal secondary data. 
C) primary data. 
D) experimental independent variables. 
E) nonprobability data.

Question 5

A survey asked consumers of dental products the following question "Have you used toothpaste in the past week? ___ Yes ___ No" The results of this question show that 92.6 percent of the people in New York City have used toothpaste in the past week and 87.2 percent of people in Los Angeles have used toothpaste during the same period. This information was gathered by using which type of question?

Accepted Answer

A) open-ended 
B) dichotomous 
C) holistic 
D) evaluative 
E) Likert scale

Question 6

-Figure 7-2B above shows that secondary data may be divided into two related parts. If Box A represents marketing input and outcome data (budgets, call reports, customer communications, etc.), which type of data is A?

Accepted Answer

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

Question 7

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

Accepted Answer

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

Question 8

The facts and figures related to the problem are referred to as __________.

Accepted Answer

A) data 
B) statistics 
C) variables 
D) concepts 
E) constraints

Question 9

Semantic differential and Likert are question types that uses a(n)

Accepted Answer

A) scale. 
B) frequency distribution. 
C) measure of success. 
D) open-ended question. 
E) constraint.

Question 10

Individual interviews involve

Accepted Answer

A) several people asking the same person the same questions over a period of time to check for answer reliability. 
B) asking respondents in a shopping mall to fill out a brief survey. 
C) a single researcher asking questions of one respondent. 
D) having the interviewee talk about specific aspects of a product or service using a video camera in his/her natural use environment. 
E) a panel of respondents participating in a guided discussion lead by an experienced moderator.

Question 11

Three frequently used sales forecasting techniques are (1) judgments of the decision maker; (2) surveys of knowledgeable groups; and (3) __________.

Accepted Answer

A) heuristic prognostications 
B) customer contracts 
C) trade association experts 
D) statistical methods 
E) empirical studies

Question 12

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

Accepted Answer

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

Question 13

When Karsh and Hagan Advertising Agency uses information found in Nielsen Television Index Ranking Report published by Nielsen Media Research to plan television advertising schedules for its clients, it is relying on __________ data.

Accepted Answer

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

Question 14

A decision refers to

Accepted Answer

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 15

National TV ratings, collected with a "people meter" and published by Nielsen Media Research, are an example of __________ data.

Accepted Answer

A) internal secondary data 
B) interactive industry data 
C) external secondary data 
D) mechanical observational data 
E) sensitivity data

Question 16

$$\begin{array}{l}
\text { 6. Check one box that describes your agreement or disagreement with each statement listed below: }\
\begin{array} { l c c c c c } 
\text { STATEMENT } & \begin{array} { c } 
\text { STRONGLY } \
\text { AGREE }
\end{array} & \text { AGREE } & \begin{array} { c } 
\text { DON'T } \
\text { KNOW }
\end{array} & \text { DISAGREE } & \begin{array} { c } 
\text { STRONGLY } \
\text { DISAGREE }
\end{array} \
\hline \begin{array} { l } 
\text { - Adults like to take their families } \
\text { to fast-food restaurants }
\end{array} & \square & \square & \square & \square & \square \
\begin{array} { l } 
\text { - Our children have a say in where } \
\text { the family chooses to eat }
\end{array} & \square & \square & \square & \square & \square
\end{array}
\end{array}$$
-Consider Figure 7-4: Question 6 above, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 6 illustrates which type of question format?

Accepted Answer

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

Question 17

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

Question 18

GI Design is a small studio that designs and builds items such as fountains and tabletops made from copper. To increase sales, Greg, the owner, developed a research plan to determine what landscape architects and interior designers wanted in copper furnishings and appropriate pricing. He had begun to interview representative designers. Greg was engaged in __________, the third step of the five-step marketing research approach.

Accepted Answer

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

Question 19

-According to Figure 7-1 above, what does Box A represent in the marketing research process?

Accepted Answer

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

Question 20

The 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

Accepted Answer

A) focus groups. 
B) no constraints. 
C) internal secondary data. 
D) statistical inference. 
E) interpolation.

Exam 7: Marketing Research: From Customer Insights to Actions