Question 1

In evaluating whether its Facebook and Twitter social media programs are working well, Carmex considered using various marketing metrics. One metric it chose was __________, which provides the percentages of Internet Carmex mentions that are positive, neutral, or negative.

Accepted Answer

A) Carmex Twitter followers 
B) Carmex conversation velocity 
C) Carmex sentiment 
D) Carmex Facebook likers (or Fans or likes) 
E) Carmex share of voice

Question 2

A(n) __________ is a type of forecast that involves estimating the value to be forecast without any intervening steps.

Accepted Answer

A) direct forecast 
B) survey forecast 
C) lost-horse forecast 
D) lost-cause forecast 
E) intention forecast

Question 3

A collection of databases, or __________, is where a firm's ocean of marketing data is stored.

Accepted Answer

A) data vault 
B) data depot 
C) data warehouse 
D) data storehouse 
E) data stockroom

Question 4

In marketing experiments, the independent variable is the __________ and the dependent variable is the __________.

Accepted Answer

A) element that never changes; element that always changes 
B) result; factor beyond the experimenter's control 
C) result of an action; cause of an action 
D) cause of an action; result of an action 
E) element that always changes; element that never changes

Question 5

What type of experiment is conducted when a food company offers a product for sale in a small geographic area to help it evaluate potential marketing actions?

Accepted Answer

A) micro market 
B) trail market 
C) experimental market 
D) simulated market 
E) test market

Question 6

If a marketing manager queries a marketing information system to determine the effect of three different levels of price for a new product, he is using __________.

Accepted Answer

A) action analysis 
B) an environmental scan 
C) a problem search 
D) situational analysis 
E) sensitivity analysis

Question 7

An advantage of using a panel of consumers for marketing research is

Accepted Answer

A) the discussion leader can help change negative panel responses into positive ones. 
B) the company can find out if consumers change their purchasing behavior over time. 
C) panel members often help each other by bringing up ideas for discussion that others didn't initially think of but that were important to them. 
D) there will usually be one panel member who dominates the discussion and helps keep the conversation focused. 
E) panel members are highly defined demographically, so it is relatively simple to replace an individual member without losing continuity.

Question 8

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

Accepted Answer

A) statistical data. 
B) empirical data. 
C) secondary data. 
D) primary data. 
E) inferential data.

Question 9

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

Accepted Answer

A) Ethnographic research was specifically designed to use in global markets to help marketers understand cultural diversity and ethnocentrism. 
B) Ethnographic research employs the use of genealogical data to track purchase behaviors through family lines. 
C) Ethnographic research relies on physiological responses such as heart rate, breathing rate, and stress levels to obtain objective data. 
D) Ethnographic research uses anthropologists and other trained researchers to observe consumers encounter products in their natural use environment. 
E) Ethnographic researchers use videotapes to eliminate miscues of subtle emotional reactions that can skew market research results.

Question 10

When a marketing manager begins asking "what if" questions to determine how changes in a factor like price or advertising affect marketing results like sales or profits, she is performing a(n) __________ analysis.

Accepted Answer

A) marketing 
B) environmental 
C) structured 
D) query 
E) sensitivity

Question 11

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) closed-end 
D) fixed-alternative 
E) semantic differential

Question 12

-Figure 7-7 above depicts what type of statistical forecasting?

Accepted Answer

A) causal analysis 
B) non-parametric regression 
C) curvilinear extrapolation 
D) infinite dimension 
E) linear trend extrapolation

Question 13

A(n) __________ scale is a five-point scale in which the opposite ends have one- or two-word adjectives that have opposite meanings.

Accepted Answer

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

Question 14

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

Accepted Answer

A) update the flavor of the cereal by making it slightly sweeter. 
B) increase the amounts 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 15

Once the data has been collected and analyzed, it must be presented in a clear concise form. Explain how marketing dashboards can help in this process.

Accepted Answer

The answer of Once the data has been collected and...

Question 16

Brand guru Martin Lindstrom believes that traditional marketing research is wasted because

Accepted Answer

A) consumers usually lie to researchers out of embarrassment. 
B) often competitors provide information that will purposefully throw off results. 
C) marketers almost always fail to follow proper statistics procedures. 
D) different researchers report different conclusions when analyzing the same data. 
E) much of a consumer's feelings toward products and brands resides in the subconscious part of the brain.

Question 17

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

Accepted Answer

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

Question 18

A sales forecast refers to

Accepted Answer

A) the total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts. 
B) sales goals based on past performances of individual sales representatives, used as motivation for productivity among this staff. 
C) the total sales from a product that could be generated with a hypothetical set of preferred environmental forces. 
D) the total industry sales generated by a product during a specified time period that results from specified environmental conditions. 
E) published information about competitors' sales from the NAICS.

Question 19

In marketing experiments, the independent variables of interest, sometimes called the marketing __________, are often one or more of the marketing mix elements.

Accepted Answer

A) factors 
B) drivers 
C) forces 
D) actions 
E) causalities

Question 20

A disadvantage of the mall intercept interview method is

Accepted Answer

A) the difficulty in finding qualified interviewers to work at relatively low salaries. 
B) the lack of reliability due to changes in customer traffic during holidays. 
C) the ill will it creates with shoppers who are in a hurry or looking for a relaxing mall experience. 
D) the people selected may not be representative of the target market. 
E) the people only participate to receive something in return, so their answers are often biased.

Exam 7: Marketing Research: From Customer Insights to Actions