Question 1

Another name for a closed-end question is a __________ question.

Accepted Answer

A)  Likert scale
B)  dichotomous
C)  leading
D)  semantic differential
E)  fixed-alternativeF) A) and E)
G) A) and D)

Question 2

In __________, the marketing researcher tries to test ideas discovered earlier to help the marketing manager recommend marketing actions.

Accepted Answer

A)  idea generation
B)  new-product concept testing
C)  data mining
D)  data analysis
E)  idea evaluationF) A) and C)
G) A) and B)

Question 3

Consider how marketing researchers and managers use information technology to turn information into marketing actions. Marketing managers must use the combination of data, technology, and analytics to convert the data into useful information that will answer marketing questions and lead to effective marketing actions. Organizations that accomplish this successfully are often referred to as

Accepted Answer

A)  an external data source specialist.
B)  a results-oriented enterprise.
C)  an intelligent enterprise.
D)  an internal data source user.
E)  an information entrepreneur.F) C) and D)
G) All of the above

Question 4

Specifying constraints occurs 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) A) and B)
G) B) and D)

Question 5

Melanie manages a local store for a national drugstore chain and had received complaints from several customers about rude employees. To check on her customer service, Melanie hired a team of researchers, who posed as customers shopping in the store. Occasionally, they bought something, but their primary purpose was to take notes and record the actions of the service staff. The research information Melanie received was a form of __________ data.

Accepted Answer

A)  secondary
B)  developmental
C)  observational
D)  national
E)  questionnaireF) B) and C)
G) C) and D)

Question 6

Data obtained by manipulating factors under tightly controlled conditions to test cause and effect is an example of

Accepted Answer

A)  questionnaire data.
B)  virtual modeling.
C)  an experiment.
D)  a panel.
E)  nonprobability sampling.F) D) and E)
G) B) and C)

Question 7

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 trained researchers to discover subtle behavioral and emotional reactions as 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.F) All of the above
G) A) and B)

Question 8

In trend extrapolation, the forecasting technique that involves using a straight line is called

Accepted Answer

A)  causal analysis.
B)  non-parametric regression.
C)  planning gap analysis.
D)  infinite dimension.
E)  linear trend extrapolation.F) A) and B)
G) C) and D)

Question 9

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

Accepted Answer

A)  develop the research plan.
B)  evaluate the results.
C)  examine the alternatives.
D)  enumerate the uncertainties.
E)  experiment.F) A) and C)
G) B) and C)

Question 10

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

Accepted Answer

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?F) C) and D)
G) B) and E)

Question 11

All of the following are idea generation methods except

Accepted Answer

A)  a mail survey.
B)  trend hunting.
C)  a focus group.
D)  a depth interview.
E)  an individual interview.F) All of the above
G) C) and D)

Question 12

In which step of the marketing research process should the researcher consider both evaluating the decision itself and evaluating the decision process used?

Accepted Answer

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

Question 13

Part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers uses a five-point scale in which the opposite ends have one- or-two-word adjectives that have opposite meanings. Which type of question format is this?

Accepted Answer

A)  dichotomous
B)  open-ended
C)  Likert scale
D)  semantic differential scale
E)  attitudinalF) A) and C)
G) C) and E)

Question 14

The two aspects of the process for evaluating the results of a marketing decision are evaluating the decision itself and

Accepted Answer

A)  evaluating the sales results.
B)  conducting a SWOT analysis.
C)  evaluating the decision process used.
D)  beginning a new environmental scan.
E)  reallocating resources to become more efficient and effective.F) B) and C)
G) A) and D)

Question 15

Offering a product for sale in a small geographic area to help evaluate potential market actions is called

Accepted Answer

A)  a micro market.
B)  a test market.
C)  an experimental market.
D)  a simulated market.
E)  a trial market.F) C) and D)
G) None of the above

Question 16

Briefly explain what a marketing experiment is. Include the definitions of dependent and independent variables and give examples of each.

Accepted Answer

An experiment involves obtaining data by...

Question 17

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

Question 18

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 an open-ended question that might have been asked in the survey?

Accepted Answer

A)  "Do you wear a dress larger than size 12?"
B)  "How old are you?"
C)  "Would you shop at a store that only sold plus-size clothing?"
D)  "Why do you wear that particular fashion style?"
E)  "Do you think the stores should use bright- or subtle-colored fixtures?"F) B) and C)
G) A) and B)

Question 19

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

Accepted Answer

A)  movie advertising.
B)  marketing research.
C)  tactical support.
D)  cross-movie research.
E)  movie audits.F) A) and D)
G) A) and E)

Question 20

Grape-Nuts was one of the first cereals Post Cereal Co. 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 amount 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.F) A) and E)
G) All of the above

Exam 8: Marketing Research: From Customer Insights to Actions

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

Correct Answer
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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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Briefly explain what a marketing experiment is. Include the definitions of dependent and independent variables and give examples of each.

Correct Answer
verified
An experiment involves obtaining data by...
View Answer

In which step of the marketing research process should the researcher consider both evaluating the decision itself and evaluating the decision process used?

Correct Answer
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All of the following are idea generation methods except

Correct Answer
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Another name for a closed-end question is a __________ question.

Correct Answer
verified

Part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers uses a five-point scale in which the opposite ends have one- or-two-word adjectives that have opposite meanings. Which type of question format is this?

Correct Answer
verified

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

Correct Answer
verified

In trend extrapolation, the forecasting technique that involves using a straight line is called

Correct Answer
verified

Data obtained by manipulating factors under tightly controlled conditions to test cause and effect is an example of

Correct Answer
verified

The two aspects of the process for evaluating the results of a marketing decision are evaluating the decision itself and

Correct Answer
verified

Specifying constraints occurs during which step of the five-step marketing research approach?

Correct Answer
verified

In __________, the marketing researcher tries to test ideas discovered earlier to help the marketing manager recommend marketing actions.

Correct Answer
verified

Correct Answer
verified

Grape-Nuts was one of the first cereals Post Cereal Co. 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

Correct Answer
verified

Offering a product for sale in a small geographic area to help evaluate potential market actions is called

Correct Answer
verified

A disadvantage of the mall intercept interview method is

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Briefly explain what a marketing experiment is. Include the definitions of dependent and independent variables and give examples of each.

Correct AnswerverifiedAn experiment involves obtaining data by...View AnswerShow Answer

In which step of the marketing research process should the researcher consider both evaluating the decision itself and evaluating the decision process used?

Correct AnswerverifiedShow Answer

All of the following are idea generation methods except

Correct AnswerverifiedShow Answer

Another name for a closed-end question is a __________ question.

Correct AnswerverifiedShow Answer

Part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers uses a five-point scale in which the opposite ends have one- or-two-word adjectives that have opposite meanings. Which type of question format is this?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In trend extrapolation, the forecasting technique that involves using a straight line is called

Correct AnswerverifiedShow Answer

Data obtained by manipulating factors under tightly controlled conditions to test cause and effect is an example of

Correct AnswerverifiedShow Answer

The two aspects of the process for evaluating the results of a marketing decision are evaluating the decision itself and

Correct AnswerverifiedShow Answer

Specifying constraints occurs during which step of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

In __________, the marketing researcher tries to test ideas discovered earlier to help the marketing manager recommend marketing actions.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Grape-Nuts was one of the first cereals Post Cereal Co. 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

Correct AnswerverifiedShow Answer

Offering a product for sale in a small geographic area to help evaluate potential market actions is called

Correct AnswerverifiedShow Answer

A disadvantage of the mall intercept interview method is

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
An experiment involves obtaining data by...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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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