Question 1

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?

Accepted Answer

A)  Define the problem.
B)  Develop the research plan.
C)  Collect relevant information.
D)  Develop findings.
E)  Take marketing actions.F) B) and C)
G) A) and D)

Question 2

Mystery shoppers are people

Accepted Answer

A)  hired by a firm to get legal, though not necessarily ethical, information about competitive firms.
B)  hired by a firm's employees to prove to the courts that competitors are using unfair pricing practices.
C)  hired by a customer to report on illegal or unethical practices that are regularly taking place at a particular establishment.
D)  who pose as customers to check on a firm's products or services and on the quality of the customer service provided by employees.
E)  hired by law firms to check on the safety of their clients' products.F) A) and E)
G) A) and B)

Question 3

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

Accepted Answer

A)  marketing dashboards
B)  descriptive research
C)  constraints
D)  problem definitions
E)  measures of successF) C) and E)
G) A) and C)

Question 4

A(n)  ___________ is a method of presenting and analyzing data involving two or more variables to discover relationships in the data.

Accepted Answer

A)  cross tabulation
B)  environmental scan
C)  absolute value
D)  extraction of predictive information
E)  experimentF) A) and E)
G) C) and D)

Question 5

Explain why measures of success are important to effective decision makers and give an example of one.

Accepted Answer

Measures of success are criteria or stan...

Question 6

Two important disadvantages of secondary data are that they are

Accepted Answer

A)  inexpensive and up-to-date.
B)  not up-to-date and not specific enough for the project.
C)  low cost and save time.
D)  tailor-made to specifications and out of date.
E)  costly and time-consuming.F) C) and D)
G) B) and D)

Question 7

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

Accepted Answer

A)  test screenings
B)  demographic analysis
C)  portfolio analysis
D)  advanced promotions
E)  tracking studiesF) D) and E)
G) C) and D)

Question 8

All of the following are examples of marketing outcome data except

Accepted Answer

A)  customer phone calls.
B)  repeat sales reports.
C)  accounting records.
D)  salespeople's call reports.
E)  sales reports by geographic region.F) C) and D)
G) A) and E)

Question 9

In a question that was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers, only yes or no answers were allowed. This illustrates which type of question format?

Accepted Answer

A)  dichotomous
B)  open-ended
C)  Likert scale
D)  attitudinal
E)  semantic differentialF) A) and E)
G) A) and D)

Question 10

Semantic differential and Likert are question types that use

Accepted Answer

A)  a scale.
B)  a frequency distribution.
C)  a measure of success.
D)  an open-ended question.
E)  a constraint.F) A) and C)
G) A) and B)

Question 11

Facts and figures obtained by watching, either mechanically or in person, how people actually behave are referred to as __________ data.

Accepted Answer

A)  inspection
B)  hypothetical
C)  primary source
D)  observational
E)  eyewitnessF) A) and B)
G) A) and C)

Question 12

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.F) B) and C)
G) A) and B)

Question 13

The Internet sites for The Wall Street Journal, CNBC, and Fox Business

Accepted Answer

A)  sell information on trade activity collected by the U.S. government.
B)  are portals to all government websites that can be found by topic or keyword.
C)  provide information in online databases and an index of blogs by primary topic.
D)  are the most popular online portals in which to enter keywords or topics for specific searches.
E)  provide up-to-the-minute business news and video clips about companies, industries, and trends.F) B) and C)
G) C) and E)

Question 14

In marketing research, the term sampling refers to

Accepted Answer

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 firsthand 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.F) C) and E)
G) A) and E)

Question 15

"What is your favorite thing about Target?" followed by several lines for a response is an example of which type of marketing research question?

Accepted Answer

A)  Likert scale
B)  fixed alternative
C)  dichotomous
D)  open-ended
E)  semantic differentialF) A) and B)
G) A) and C)

Question 16

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 objectivesF) A) and E)
G) All of the above

Question 17

Eppie's Used Cars wanted to test whether straight price discounting worked better than a free gift. It ran two different commercials on alternate Wednesdays. The first offered 20 percent off the Kelley Blue Book price for any four-wheel-drive vehicle on the lot while the second offered a free tent with the purchase of any four-wheel-drive vehicle at the Kelley Blue Book price. The type of offer was the __________ variable. The number of people that responded to each type was the __________ variable, which would suggest best strategy for increasing traffic.

Accepted Answer

A)  marketing; dependent
B)  dependent; independent
C)  control; independent
D)  independent; dependent
E)  dependent; controlF) C) and E)
G) A) and B)

Question 18

A marketing research approach that uses a discussion leader to interview 6 to 10 past, present, or prospective customers simultaneously is referred to as

Accepted Answer

A)  a depth interview.
B)  data mining.
C)  a research team.
D)  a focused interview.
E)  a focus group.F) A) and B)
G) All of the above

Question 19

A survey of buyers' intentions forecast involves

Accepted Answer

A)  starting with the last known value of the item being forecast, listing the factors that could affect the forecast, assessing whether they have a positive or negative impact, and making the final forecast.
B)  making decisions without any intervening steps.
C)  asking prospective customers if they are likely to buy the product during some future time period.
D)  asking the firm's salespeople to estimate sales during a coming period.
E)  selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect.F) A) and E)
G) A) and D)

Question 20

How do movie studios use marketing research?

Accepted Answer

Studios producing and marketing films em...

Exam 8: Marketing Research: From Customer Insights to Actions

Semantic differential and Likert are question types that use

Correct Answer
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How do movie studios use marketing research?

Correct Answer
verified
Studios producing and marketing films em...
View Answer

"What is your favorite thing about Target?" followed by several lines for a response is an example of which type of marketing research question?

Correct Answer
verified

A survey of buyers' intentions forecast involves

Correct Answer
verified

Set during the marketing research process, __________ are the specific, measurable goals the decision maker seeks to achieve in conducting the marketing research.

Correct Answer
verified

In a question that was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers, only yes or no answers were allowed. This illustrates which type of question format?

Correct Answer
verified

Explain why measures of success are important to effective decision makers and give an example of one.

Correct Answer
verified
Measures of success are criteria or stan...
View Answer

Mystery shoppers are people

Correct Answer
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A(n) ___________ is a method of presenting and analyzing data involving two or more variables to discover relationships in the data.

Correct Answer
verified

Facts and figures obtained by watching, either mechanically or in person, how people actually behave are referred to as __________ data.

Correct Answer
verified

The Internet sites for The Wall Street Journal, CNBC, and Fox Business

Correct Answer
verified

A marketing research approach that uses a discussion leader to interview 6 to 10 past, present, or prospective customers simultaneously is referred to as

Correct Answer
verified

In marketing research, the term sampling refers to

Correct Answer
verified

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

Correct Answer
verified

Two important disadvantages of secondary data are that they are

Correct Answer
verified

All of the following are examples of marketing outcome data except

Correct Answer
verified

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?

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

Semantic differential and Likert are question types that use

Correct AnswerverifiedShow Answer

How do movie studios use marketing research?

Correct AnswerverifiedStudios producing and marketing films em...View AnswerShow Answer

"What is your favorite thing about Target?" followed by several lines for a response is an example of which type of marketing research question?

Correct AnswerverifiedShow Answer

A survey of buyers' intentions forecast involves

Correct AnswerverifiedShow Answer

Set during the marketing research process, __________ are the specific, measurable goals the decision maker seeks to achieve in conducting the marketing research.

Correct AnswerverifiedShow Answer

In a question that was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers, only yes or no answers were allowed. This illustrates which type of question format?

Correct AnswerverifiedShow Answer

Explain why measures of success are important to effective decision makers and give an example of one.

Correct AnswerverifiedMeasures of success are criteria or stan...View AnswerShow Answer

Mystery shoppers are people

Correct AnswerverifiedShow Answer

A(n) ___________ is a method of presenting and analyzing data involving two or more variables to discover relationships in the data.

Correct AnswerverifiedShow Answer

Facts and figures obtained by watching, either mechanically or in person, how people actually behave are referred to as __________ data.

Correct AnswerverifiedShow Answer

The Internet sites for The Wall Street Journal, CNBC, and Fox Business

Correct AnswerverifiedShow Answer

A marketing research approach that uses a discussion leader to interview 6 to 10 past, present, or prospective customers simultaneously is referred to as

Correct AnswerverifiedShow Answer

In marketing research, the term sampling refers to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Two important disadvantages of secondary data are that they are

Correct AnswerverifiedShow Answer

All of the following are examples of marketing outcome data except

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
Studios producing and marketing films em...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
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Measures of success are criteria or stan...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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