Question 1

The U.S. Census Bureau publishes the Economic Census, which is conducted every five years and contains detailed information on the number and sales of U.S. establishments that produce goods or services. When businesses use information from this publication, it is considered ________ data.

Accepted Answer

A)   proprietary
B)   external primary
C)   internal secondary
D)   internal primary
E)   external secondaryF) C) and D)
G) B) and D)

Question 2

What is neuromarketing? What does it do? Why is it important to marketers?

Accepted Answer

Neuromarketing was developed by Martin L...

Question 3

A decision refers to

Accepted Answer

A)   a premeditated selection resulting in a personal action.
B)   conscious choice to select an alternative that best reduces risk.
C)   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.F) B) and E)
G) None of the above

Question 4

________ 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)   A dichotomous
B)   An open-ended
C)   A closed-end
D)   A fixed-alternative
E)   A semantic differentialF) A) and D)
G) A) and B)

Question 5

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

Accepted Answer

A)   primary data.
B)   secondary data.
C)   statistical inference.
D)   observational data.
E)   questionnaire data.F) A) and E)
G) A) and D)

Question 6

One objective in the marketing research Jeff Gerst, who manages the Carmex social media properties, undertook using Facebook involved

Accepted Answer

A)   assessing the market for its new hand cream product.
B)   projecting the market size for the Carmex Moisture Plus line of premium lip balms for women.
C)   assessing the market for Carmex products outside the United States in countries where Facebook is active.
D)   evaluating the effectiveness of integrating Carmex Facebook promotions with traditional Carmex promotions.
E)   narrowing the number of flavors going into quantitative testing from three to two.F) C) and D)
G) A) and B)

Question 7

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

Accepted Answer

A)   preference.
B)   paradigm.
C)   conclusion.
D)   paradox.
E)   decision.F) B) and D)
G) A) and D)

Question 8

Generally, filmmakers want movie titles that are short, memorable, appealing to consumers, and without legal restrictions. These are titles that

Accepted Answer

A)   have the same factors that make a good brand name.
B)   produce the best recall.
C)   attract immediate attention.
D)   are safest, both financially and for brand purposes.
E)   appeal to multiple cultures.F) A) and C)
G) A) and E)

Question 9

The two main types of data are

Accepted Answer

A)   independent and dependent.
B)   primary and secondary.
C)   comprehension and case specific.
D)   extraneous and experimental.
E)   measurable and non-measurable.F) A) and D)
G) A) and C)

Question 10

Questionnaire data are

Accepted Answer

A)   the facts and figures obtained by observing people's attitudes, awareness, intentions, and behaviors.
B)   the facts and figures obtained by analyzing people's brain waves as consumers complete surveys about their geodemographics, ethnographics, and behaviors.
C)   psychographic data obtained by asking people unbiased questions about their age, occupation, and income.
D)   the facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors.
E)   any type of information about a consumer obtained through nontechnological methods.F) A) and B)
G) A) and E)

Question 11

Frito-Lay substituted ________ for its usual focus groups to allow consumers to weigh in on which new flavors of Lay's potato chips would be introduced.

Accepted Answer

A)   telephone interviews
B)   social media
C)   a panel
D)   virtual focus groups
E)   experimentsF) A) and D)
G) A) and C)

Question 12

Figure 8-4 
-Consider Figure 8-4  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 differentialF) A) and C)
G) C) and D)

Question 13

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

Accepted Answer

A)   data vault
B)   data depot
C)   data warehouse
D)   data storehouse
E)   data repositoryF) A) and E)
G) A) and D)

Question 14

Sampling and statistical inference are special ________, which are vital in marketing research to solve all or part of a problem.

Accepted Answer

A)   systems
B)   styles
C)   methods
D)   constraints
E)   modesF) A) and E)
G) None of the above

Question 15

The principal ways to collect new or primary data for a marketing study are by watching people and by asking them questions. Give two examples of each method.

Accepted Answer

Observing people includes watching how p...

Question 16

Before opening six Torrid plus-size-only retail stores that cater to women age 15 to 30, a great deal of information was gathered from a sample of women to determine what types of items should be carried, the image of the store, its advertising, etc. Which of the following is an example of a closed-end question that might have been asked?

Accepted Answer

A)   Why would you want to shop at a store that carries plus-size clothing?
B)   In what ways might you be uncomfortable shopping at a plus-size-only retailer?
C)   Would you be interested in buying the Torrid merchandise on the Internet? ___ Yes ___ No
D)   What type of person would shop at Torrid?
E)   What is your age? Please write the number in the space: __________F) A) and D)
G) C) and D)

Question 17

The challenge facing today's marketing researchers and data scientists is not data collection or even storage but how to

Accepted Answer

A)   leverage external data sources.
B)   effectively leverage results without excessive data generation.
C)   avoid the use of data warehouses.
D)   efficiently transform the huge amount of data into useful information.
E)   match buying queries to relevant outputs.F) All of the above
G) B) and D)

Question 18

The practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products, is called ________ hunting.

Accepted Answer

A)   trend
B)   fad
C)   fashion
D)   cult
E)   affinityF) None of the above
G) C) and E)

Question 19

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 actionsF) C) and D)
G) A) and B)

Question 20

In conducting marketing research on Facebook, Carmex is considering using a marketing metric that measures how active its Facebook audience is with Carmex, such as when consumers post a comment on the Carmex wall or reply to one of the Carmex posts. This metric is called Carmex

Accepted Answer

A)   sentiment.
B)   share of voice.
C)   engagement.
D)   conversation velocity.
E)   likes.F) A) and B)
G) All of the above

Exam 8: Marketing Research: From Customer Insights to Actions

The two main types of data are

Correct Answer
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Questionnaire data are

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

The practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products, is called ________ hunting.

Correct Answer
verified

The principal ways to collect new or primary data for a marketing study are by watching people and by asking them questions. Give two examples of each method.

Correct Answer
verified
Observing people includes watching how p...
View Answer

One objective in the marketing research Jeff Gerst, who manages the Carmex social media properties, undertook using Facebook involved

Correct Answer
verified

The U.S. Census Bureau publishes the Economic Census, which is conducted every five years and contains detailed information on the number and sales of U.S. establishments that produce goods or services. When businesses use information from this publication, it is considered ________ data.

Correct Answer
verified

Frito-Lay substituted ________ for its usual focus groups to allow consumers to weigh in on which new flavors of Lay's potato chips would be introduced.

Correct Answer
verified

Figure 8-4 -Consider Figure 8-4 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?

Correct Answer
verified

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

Correct Answer
verified

In conducting marketing research on Facebook, Carmex is considering using a marketing metric that measures how active its Facebook audience is with Carmex, such as when consumers post a comment on the Carmex wall or reply to one of the Carmex posts. This metric is called Carmex

Correct Answer
verified

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

Correct Answer
verified

The challenge facing today's marketing researchers and data scientists is not data collection or even storage but how to

Correct Answer
verified

A decision refers to

Correct Answer
verified

Sampling and statistical inference are special ________, which are vital in marketing research to solve all or part of a problem.

Correct Answer
verified

Generally, filmmakers want movie titles that are short, memorable, appealing to consumers, and without legal restrictions. These are titles that

Correct Answer
verified

What is neuromarketing? What does it do? Why is it important to marketers?

Correct Answer
verified
Neuromarketing was developed by Martin L...
View Answer

________ 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.

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

The two main types of data are

Correct AnswerverifiedShow Answer

Questionnaire data are

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products, is called ________ hunting.

Correct AnswerverifiedShow Answer

The principal ways to collect new or primary data for a marketing study are by watching people and by asking them questions. Give two examples of each method.

Correct AnswerverifiedObserving people includes watching how p...View AnswerShow Answer

One objective in the marketing research Jeff Gerst, who manages the Carmex social media properties, undertook using Facebook involved

Correct AnswerverifiedShow Answer

The U.S. Census Bureau publishes the Economic Census, which is conducted every five years and contains detailed information on the number and sales of U.S. establishments that produce goods or services. When businesses use information from this publication, it is considered ________ data.

Correct AnswerverifiedShow Answer

Frito-Lay substituted ________ for its usual focus groups to allow consumers to weigh in on which new flavors of Lay's potato chips would be introduced.

Correct AnswerverifiedShow Answer

Figure 8-4 -Consider Figure 8-4 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?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In conducting marketing research on Facebook, Carmex is considering using a marketing metric that measures how active its Facebook audience is with Carmex, such as when consumers post a comment on the Carmex wall or reply to one of the Carmex posts. This metric is called Carmex

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The challenge facing today's marketing researchers and data scientists is not data collection or even storage but how to

Correct AnswerverifiedShow Answer

A decision refers to

Correct AnswerverifiedShow Answer

Sampling and statistical inference are special ________, which are vital in marketing research to solve all or part of a problem.

Correct AnswerverifiedShow Answer

Generally, filmmakers want movie titles that are short, memorable, appealing to consumers, and without legal restrictions. These are titles that

Correct AnswerverifiedShow Answer

What is neuromarketing? What does it do? Why is it important to marketers?

Correct AnswerverifiedNeuromarketing was developed by Martin L...View AnswerShow Answer

________ 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.

Correct AnswerverifiedShow Answer

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Observing people includes watching how p...
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Correct Answer
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Correct Answer
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Neuromarketing was developed by Martin L...
View Answer

Correct Answer
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