Question 1

Best Western International, Inc., a national hotel chain, paid couples to film themselves as they spent three to seven days on a cross-country trip. Best Western found that women usually decide when to pull off the road, where to stay overnight, and what amenities the lodging should have to make their stay more enjoyable. These couples made choices in a typical environment, providing __________ research to Best Western.

Accepted Answer

A) secondary 
B) developmental 
C) alternative 
D) ethnographic 
E) focus group

Question 2

The fourth step of the marketing research approach is to __________.

Accepted Answer

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

Question 3

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 is referred to as the

Accepted Answer

A) prognostication. 
B) sales forecast. 
C) guesstimate. 
D) marketing intuition. 
E) market potential.

Question 4

Pennington's Superstore, which specializes in plus-size fashions for women, wanted to determine if it should add a line of plus-size junior wear. The following statement reflects which step in the five-step marketing research approach?: "To compare the effectiveness of offering products for the teenage market in our current stores versus opening separate stores targeted directly to this 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."

Accepted Answer

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

Question 5

Two important advantages of secondary data are that they are __________ and __________.

Accepted Answer

A) inexpensive; up-to-date 
B) up-to-date; supplies all relevant categories of information 
C) inexpensive or free; save time 
D) tailor-made to specifications; relatively inexpensive 
E) highly credible; up-to-date

Question 6

The fifth step of the marketing research approach is to __________.

Accepted Answer

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

Question 7

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

Accepted Answer

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

Question 8

When Marine Midland Bank sent market researchers with surveys door-to-door in the neighborhoods surrounding its branch banks to ask people with savings accounts why they did not also have checking accounts and credit cards with Marine Midland, they were gathering __________ data.

Accepted Answer

A) intercept 
B) secondary 
C) questionnaire 
D) observational 
E) nonprobability

Question 9

Data mining refers to

Accepted Answer

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

Question 10

The __________ method has two advantages over other traditional methods of data collection: the cost is relatively minimal and the turnaround time for data collection to report presentation is much quicker.

Accepted Answer

A) personal interview 
B) telephone interview 
C) mail survey 
D) online survey 
E) fax survey

Question 11

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

Accepted Answer

A) concepts; notions 
B) concepts; methods 
C) constraints; hypotheses 
D) terms; constraints 
E) terms; hypotheses

Question 12

There are three actions a marketing manager must take in the final step of the five-step marketing research approach. What are they?

Accepted Answer

The answer of There are three actions a marketing manager...

Question 13

"Why do you smoke cigarettes?" is an example of which type of question?

Accepted Answer

A) Likert scale 
B) fixed alternative 
C) dichotomous 
D) open-ended 
E) semantic differential

Question 14

Why can't a marketing manager's decision-making process stop when he or she has chosen the best alternative to solving a problem?

Accepted Answer

The answer of Why can't a marketing manager's decision-making process...

Question 15

The 2012 __________ contains data on the number and sales of establishments in the United States that produce a product or service based on its geography, industry sector, and North American Industry Classification code.

Accepted Answer

A) Annual Retail Trade Survey 
B) Annual Survey of Manufacturers 
C) Economic Census 
D) Annual Wholesale Trade Survey 
E) Service Annual Survey

Question 16

One test of whether marketing research should be done is if

Accepted Answer

A) different outcomes will lead to different marketing actions. 
B) multiple changes can be implemented simultaneously. 
C) interpreting the data can be done using a jury of executive opinions. 
D) the decision to undertake it is unanimous. 
E) there is a budget for the research.

Question 17

What is data mining and why is it used in marketing research?

Accepted Answer

The answer of What is data mining and why is...

Question 18

Based on __________, the Campbell's Soup Company changed the labels of most of its soup cans.

Accepted Answer

A) external secondary data - an article in the Journal of Consumer Behavior on ethnographic research 
B) social media Facebook comments and Twitter tweets analysis 
C) internal secondary data - sales reports on soup sales by flavor and package type (can or microwave bowl) 
D) neuromarketing studies 
E) online/e-mail questionnaires

Question 19

Setting research objectives and identifying possible marketing actions that might result from the research would take place during which step of the five-step marketing research approach?

Accepted Answer

A) collect relevant information 
B) develop the research plan 
C) develop findings 
D) obtain secondary data 
E) define the problem

Question 20

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

Accepted Answer

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.

Exam 7: Marketing Research: From Customer Insights to Actions