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__________ surveys are the best choice if a marketing researcher wants flexibility in asking probing questions or getting reactions to visual materials.


A) Personal interview
B) Mail
C) Telephone
D) Fax
E) Online

F) C) and D)
G) C) and E)

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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.

F) B) and E)
G) D) and E)

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Briefly explain the best-known statistical method used by marketers to develop a company's sales forecasts.In your explanation,explain the strengths and weaknesses of using this method.

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The best-known statistical method of for...

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Evaluating the results of a marketing decision involves


A) asking prospective customers if they are likely to buy the product during a specified future time period.
B) requesting the firm's salespeople to estimate sales during a coming period.
C) collecting data from marketing experts about changes in the environment.
D) collecting projections from all regional sales managers and making projections based on a region to region basis.
E) monitoring the marketplace to determine if action is necessary in the future.

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

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

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Neuromarketing was developed by Martin L...

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The two main types of data are


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

F) C) and E)
G) C) and D)

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The process of selecting representative elements from a population is referred to as


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

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

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The Belsen interview is a means of pretesting media surveys.It gathers facts and figures by asking people about their attitudes,beliefs,and awareness of various media.With this technique,a respondent is interviewed twice-first by an interviewer using the proposed survey and then by a different interviewer,who asks questions about the survey itself.The Belsen interview uses __________ data.


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

F) None of the above
G) D) and E)

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Figure 8-2A above shows the two main types of data.If "B" represents the facts and figures that have already been recorded before the project at hand,which type of data is "B?"


A) compound data
B) secondary data
C) tertiary data
D) primary data
E) nonprobability data

F) B) and E)
G) D) and E)

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The two aspects of the process for evaluating the results of a marketing decision are (1) evaluate the decision itself and (2) __________.


A) evaluate the sales results.
B) conduct a SWOT analysis.
C) evaluate the decision process used.
D) begin a new environmental scan.
E) reallocate resources to become more efficient and effective.

F) A) and B)
G) All of the above

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Consider Figure 8-4: Question 3 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 3 illustrates which type of question format?


A) dichotomous
B) open-ended
C) closed-end
D) attitudinal
E) semantic differential

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

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A salesforce survey forecast involves


A) asking prospective customers if they are likely to buy the product during some future time period.
B) asking the firm's salespeople to estimate sales during a coming period.
C) selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect.
D) making decisions without any intervening steps.
E) averaging the projections obtained from just regional sales managers and then making the final projection.

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

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According to Figure 8-1 above,"set research objectives" occurs during which step of the five-step marketing research approach?


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

F) D) and E)
G) A) and B)

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__________ are revolutionizing not only the way people connect with each other but also the way today's products are advertised and sold.


A) Internet portals
B) Social media
C) Wikis
D) Virtual focus groups
E) E-journals

F) None of the above
G) A) and C)

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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

F) A) and B)
G) B) and D)

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DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and deal with claims.It wants to introduce its product into new markets,but before it does so,it wants to have a prediction of how successful its sales efforts will be.The first thing researchers did was invite in a group of eight insured people to talk about home and auto insurance.Their conversations were recorded and later analyzed to determine if there were any differences between customers from different markets.This was an example of a(n)


A) experiment.
B) focus group.
C) panel.
D) evaluative interview.
E) depth interview.

F) None of the above
G) A) and E)

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Figure 8-8 above depicts what type of statistical forecasting?


A) causal analysis
B) non-parametric regression
C) curvilinear extrapolation
D) infinite dimension
E) linear trend extrapolation

F) None of the above
G) A) and E)

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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.

F) A) and C)
G) B) and E)

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Questionnaire data refer to


A) the facts and figures obtained by observing people about their 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 non-biased 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 non-technological methods.

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

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The purpose of Nielsen Media Research's "cross-platform television ratings" is to


A) expand its scope to include the effectiveness of online college courses.
B) expand its scope to include satellite radio programming.
C) combine its new online campaign ratings with its existing TV ratings.
D) expand its business to a global market.
E) gain access to every American home that owns a television,mobile phone,or computer.

F) B) and E)
G) B) and C)

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Showing 121 - 140 of 324

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