Question 1

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

Accepted Answer

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

Question 2

Marketers are increasingly using online surveys to collect primary data.One advantage is that

Accepted Answer

A)  response rates are higher because consumers are anonymous.
B)  the quality of responses is better with online surveys than they are with personal interview surveys.
C)  turnaround time from data collection to report is much quicker than with traditional methods.
D)  consumers value e-mail surveys and feel highly regarded when receiving them.
E)  consumers want to be helpful so they complete the survey multiple times.F) C) and E)
G) D) and E)

Question 3

The fifth step of the marketing research approach is to __________.

Accepted Answer

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

Question 4

There are three actions a marketing manager must take in the final step of the five-step marketing research approach.What are they?

Accepted Answer

The three actions a marketing manager mu...

Question 5

"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) C) and D)
G) B) and C)

Question 6

The Internet site USA.gov

Accepted Answer

A)  is a depository of information on U.S.business,economic and trade activity collected by the federal government.
B)  is a portal to all government websites that can be found by topic or keyword.
C)  provides up-to-the-minute business news and security prices plus research reports of companies,industries,and countries.
D)  is the most popular Internet portal to enter key words or topics for specific searches.
E)  accesses information in online databases and an index of blogs by primary topic.F) C) and E)
G) All of the above

Question 7

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) B) and C)
G) B) and D)

Question 8

Marketing researchers use tracking studies immediately before an upcoming film's release to

Accepted Answer

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

Question 9

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

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 key words or topics for specific searches.
E)  provide up-to-the-minute business news and video clips about companies,industries,and trends.F) A) and B)
G) None of the above

Question 10

The __________ in a decision are the restrictions placed on potential solutions to a problem.

Accepted Answer

A)  dependent variables
B)  obstructions
C)  objectives
D)  constraints
E)  inhibitorsF) B) and C)
G) A) and B)

Question 11

Published data from outside the organization are referred to as __________ data.

Accepted Answer

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

Question 12

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) A) and E)
G) D) and E)

Question 13

Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30,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)  None of the above questions is an example of a closed-ended question.F) B) and E)
G) A) and D)

Question 14

Trend hunting is the practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products.Trend Hunter has identified over 150,000 "__________" through its global network of 102,000 members.

Accepted Answer

A)  mega trends
B)  micro-trends
C)  macro trends
D)  environmental forces
E)  psychographic trendsF) A) and B)
G) B) and E)

Question 15

In a marketing decision,constraints refer to

Accepted Answer

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 ultimate selects the best solution to the problem.F) D) and E)
G) A) and D)

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) B) and E)

Question 17

Filmmakers want movie titles that use the same factors that make a good brand name.Ideally,they should __________.

Accepted Answer

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 creativeF) A) and D)
G) A) and E)

Question 18

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

Accepted Answer

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) None of the above
G) C) and E)

Question 19

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?

Accepted Answer

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

Question 20

Lost-horse forecasting involves

Accepted Answer

A)  admitting that the actions you have taken in the past have failed and removing those and similar actions from you list of alternatives.
B)  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.
C)  making decisions without any intervening steps.
D)  following a prescribed set of "directives" established before the research was even begun.
E)  selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect.F) C) and E)
G) A) and D)

Exam 7: Marketing Research: From Customer Insights to Actions

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

Marketing researchers use tracking studies immediately before an upcoming film's release to

Correct Answer
verified

The __________ in a decision are the restrictions placed on potential solutions to a problem.

Correct Answer
verified

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

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

The Internet site USA.gov

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Lost-horse forecasting involves

Correct Answer
verified

Trend hunting is the practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products.Trend Hunter has identified over 150,000 "__________" through its global network of 102,000 members.

Correct Answer
verified

Published data from outside the organization are referred to as __________ data.

Correct Answer
verified

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?

Correct Answer
verified

"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

There are three actions a marketing manager must take in the final step of the five-step marketing research approach.What are they?

Correct Answer
verified
The three actions a marketing manager mu...
View Answer

Marketers are increasingly using online surveys to collect primary data.One advantage is that

Correct Answer
verified

The fifth step of the marketing research approach is to __________.

Correct Answer
verified

Filmmakers want movie titles that use the same factors that make a good brand name.Ideally,they should __________.

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 marketing decision,constraints refer to

Correct Answer
verified

Exam 7: Marketing Research: From Customer Insights to Actions

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

Marketing researchers use tracking studies immediately before an upcoming film's release to

Correct AnswerverifiedShow Answer

The __________ in a decision are the restrictions placed on potential solutions to a problem.

Correct AnswerverifiedShow Answer

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

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

The Internet site USA.gov

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Lost-horse forecasting involves

Correct AnswerverifiedShow Answer

Trend hunting is the practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products.Trend Hunter has identified over 150,000 "__________" through its global network of 102,000 members.

Correct AnswerverifiedShow Answer

Published data from outside the organization are referred to as __________ data.

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow 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

There are three actions a marketing manager must take in the final step of the five-step marketing research approach.What are they?

Correct AnswerverifiedThe three actions a marketing manager mu...View AnswerShow Answer

Marketers are increasingly using online surveys to collect primary data.One advantage is that

Correct AnswerverifiedShow Answer

The fifth step of the marketing research approach is to __________.

Correct AnswerverifiedShow Answer

Filmmakers want movie titles that use the same factors that make a good brand name.Ideally,they should __________.

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 marketing decision,constraints refer to

Correct AnswerverifiedShow 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
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The three actions a marketing manager mu...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified