Deck 7: 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

The 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

Answer 2

E

Question 3

Decision making is the act of

A)consciously choosing from among alternatives.
B)consciously choosing an action that doesn't involve risk.
C)subjectively selecting 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.

Answer 3

A

Question 4

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 5

In 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

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 7

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 8

Which of the following would be best used to forecast the opening weekend box office sales for a new movie?

A)test screenings
B)demographic analysis
C)portfolio analysis
D)advanced promotions
E)tracking studies

Question 9

All of the following are challenges marketers face when conducting marketing research EXCEPT:

A)Will consumers' actual purchase behaviors match their stated interests or intentions?
B)Will consumers reveal honest answers to questions about personal or status issues?
C)Will consumers buy the same brand they say they will?
D)Will consumers accept a small gratuity for participating in a market research study for a new or existing product?
E)Will consumers really know whether they are likely to buy a new product that they have never thought about before?

Question 10

A 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 11

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

A)The primary purpose of marketing research is to collect data for historical purposes.
B)When collecting marketing research, people 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 12

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 13

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 14

Members of the Book Promoters Association of Canada recently questioned what could be done to rejuvenate the Canadian book publishing industry. Some claimed the problem was that many Canadian bookstores had been replaced by Amazon.com. Others said the problem was stodgy advertising. Still others believed the problem small budgets for marketing programs. The best way to identify the problem would be to use __________.

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

Question 15

The 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.

Question 16

Million Dollar Baby is an example of a successful movie that could have failed because

A)too little money was spent on promotion.
B)it was targeting the wrong target market segments.
C)there was too little similarity between the original book and the screenplay.
D)its original title did not convey the correct message to its prospective audience.
E)too much time elapsed between promotions and its releasE.The original title of the movie was Rope Burns. However, this title confused audiences and was changed after marketing research.

Question 17

Test screenings and tracking studies are examples of market research techniques 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 actions.

Question 18

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 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 19

After qualifying by having seen at least six movies in the last year, members of tracking studies for a new movie 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

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 21

-According to Figure 7-1 above, specifying constraints occurs during which step of the five-step marketing research approach?

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

Question 22

-According to Figure 7-1 above, setting research objectives occurs during which step of the five-step marketing research approach?

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

Question 23

The 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 24

The 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 25

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

Obtaining primary and secondary data would take place during which step 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 27

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

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

Question 28

The 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 29

-According to Figure 7-1 above, obtaining primary data occurs during which step of the five-step marketing research approach?

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

Question 30

Making recommendations, implementing those recommendations, and evaluating the results would take place during which step 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 31

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

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

Question 32

Specifying constraints, identifying data needed for marketing actions, and determining how to collect data would take place during which step 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 33

-According to Figure 7-1 above, implementing marketing actions occurs during which step of the five-step marketing research approach?

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

Question 34

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

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

Question 35

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?

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

Question 36

The 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 37

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

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

Question 38

-According to Figure 7-1 above, analyzing the data occurs during which step of the five-step marketing research approach?

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

Question 39

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

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

Question 40

The 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 41

Set 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 42

Which of the following statements represents a possible measure of success in the first step of the five-step marketing research approach, defining the problem?

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 the test subject eats most or all of the sample during the taste test, it will be assumed that he or she likes it.

Question 43

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 44

When Home Depot entered the Quebec market in Canada, two percent of people were aware of the retail chain. To determine advertising effectiveness during the first 18 months in Quebec, awareness research was done a second time. For this research, it was decided that if at least 50 percent of a 600-person sample 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 45

In 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 46

Consider the LEGO MINDSTORMS photo above. LEGO designers created MINDSTORMS kits to appeal to middle-school students, among others. When attempting to choose between potential designs, what was the measure of success for use by LEGO in this instance?

A)age
B)gender
C)assembly time
D)cost
E)advertising

Question 47

The 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 step of the marketing research process would the owner determine this budget and time frame?

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

Question 48

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 step 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 49

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 50

Research objectives are __________.

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

Question 51

Specifying constraints, identifying data needed for marketing actions, and determining how to collect data, would all take place during which step 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 52

Effective decision makers rely on criteria or standards known as __________ that are used in evaluating proposed solutions to a problem.

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

Question 53

Consider the LEGO MINDSTORMS photo above. If the marketing research measure of success is assembly time for a particular design meant for middle-school students, which would be the best possible marketing action if the results of a marketing research study concluded, "All ten teams could assemble Design B in 20 minutes but only 3 teams completed Design A"?

A) redesign the kits so that assembly time is more uniform
B) introduce design B
C) introduce the Design A, but add more new features to charge a higher price
D) mine the data further for student reactions
E) consult the marketing dashboards to analyze LEGO sales in the U.S.

Question 54

One test of whether marketing research should be done is if

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 55

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 marketing 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 56

There are three key elements when defining a marketing research problem. One of these is __________.

A)specify constraints
B)set the research objectives
C)determine how report the findings
D)evaluate previous research results
E)identify data needed for marketing actions

Question 57

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 58

There are two key elements when defining a marketing research problem. One of these is __________.

A)specify constraints
B)set the research objectives
C)determine how to collect data
D)evaluate previous research results
E)identify data needed for marketing actions

Question 59

There are three key elements when defining a marketing research problem. One of these is __________.

A)specify the objectives
B)evaluate previous research results
C)determine how to collect data
D)identify possible marketing actions
E)identify data needed for marketing actions

Question 60

In 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 selects the best problem to fit the hypothetical solution.

Question 61

When Fisher-Price managers attempted to redesign its classic toy, the Chatter Telephone, they considered adding a noisemaker, wheels, and eyes to a basic plastic telephone, and thus they developed several

A)virtual prototypes.
B)product substitutes.
C)product hypotheses.
D)new-product concepts.
E)new-feature matrices.

Question 62

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

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

Question 63

The approaches that can be used to collect data to solve all or part of a marketing research problem are referred to as

A)methods.
B)proposals.
C)strategies.
D)tactics.
E)analyses.

Question 64

Sampling and statistical inference are 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 65

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."

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

Question 66

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

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

Question 67

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.

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

Question 68

What are the two most common constraints in marketing problem solving?

A)limitations of personnel and office space
B)limitations of the strategic thinking and creativity of the firm's advertising agency
C)limitations on the time and money available
D)government regulations and rights to privacy
E)limitations on access to upper and middle management

Question 69

In marketing research, 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)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 70

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

A)collect relevant information.
B)develop findings and recommendations.
C)take marketing actions.
D)plan the research budget.
E)identify the constraints on the process.

Question 71

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.Constraints are the restrictions placed on potential solutions to a problem. Common constraints in marketing problems are limitations on the time and money available to solve the problem. In this case, the marketing research firm had six months to present to DirectProtect.

Question 72

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 73

The process of selecting elements from a population, collecting data from them, and using it as representative of all those a researcher is interested in is referred to as

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

Question 74

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

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

Question 75

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

Question 76

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. Decision makers needed the results of its study by September 15 so Penningtons could introduce the line the following March, if the market was viable. The major constraint for research here is __________.

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 77

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

A)constraint.
B)exemplar.
C)new-product concept.
D)test offering.
E)protocol.

Question 78

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

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

Question 79

Prior to its production, LEGO marketing managers developed a(n) __________ for the innovative MINDSTORMS EV3 robot capable of walking or skating, perhaps by adding an infrared sensor.

A)virtual concept
B)product substitute
C)product hypothesis
D)new-feature matrices
E)new-product concept

Question 80

The 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