Question 1

Neilsen Media Research's TV ratings and the J.D.Power automotive quality and customer satisfaction surveys provide a standard set of data on a regular basis.They are examples of

Accepted Answer

A)  reciprocal data exchanges.
B)  data reciprocities.
C)  syndicated panels.
D)  syndicated mining.
E)  Data mining.F) A) and B)
G) A) and C)

Question 2

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 3

FIGURE 8-25 
-According to Figure 8-25 above, marketing information or data consists of secondary and primary data.Define each of these types of marketing information.Give examples for secondary and primary data.

Accepted Answer

Data - the facts and figures related to ...

Question 4

The type of question you are answering right now is an example of a(n)  __________ question.

Accepted Answer

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

Question 5

A fixed alternative question with three or more choices uses a __________.

Accepted Answer

A)  frequency distribution
B)  average weight
C)  pecking order
D)  place holder
E)  scaleF) A) and C)
G) A) and D)

Question 6

Whereas __________ are facts and figures, __________ is/are distilled facts and figures whose interpretation leads to marketing actions.

Accepted Answer

A)  data, information
B)  information, data
C)  data, explanation
D)  information, explanation
E)  reports, a conceptF) A) and C)
G) All of the above

Question 7

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

Accepted Answer

A)  proprietary
B)  external primary
C)  external secondary
D)  internal primary
E)  internal secondaryF) None of the above
G) C) and D)

Question 8

FIGURE 8-3 
-According to Figure 8-3 above, that shows the five-step marketing research approach, "implement marketing actions" would be found in cell

Accepted Answer

A)  A
B)  B
C)  C
D)  D
E)  EF) B) and C)
G) B) and E)

Question 9

FIGURE 8-4 
-Figure 8-4 above shows how the different kinds of marketing information fit together.Cell "A" identifies which type of data?

Accepted Answer

A)  primary data
B)  secondary data
C)  scrubbed data
D)  sensitivity data
E)  nonprobability dataF) All of the above
G) None of the above

Question 10

Constraints refer to

Accepted Answer

A)  in a decision, the restrictions placed on potential solutions to a problem.
B)  in a decision, the number of possible alternatives in a company's solution set.
C)  in a decision, the external factors affecting the number of people who can work on a solution to a problem.
D)  in a decision, the internal factors affecting whether to select one alternative over another.
E)  in a decision, the internal factors determining who in the organization ultimate selects the best solution to a problem.F) A) and C)
G) None of the above

Question 11

After qualifying by having seen at least six movies in the last year, members of tracking studies are asked three key questions: (1)  Are you aware of the film? (2)  Are you interested in seeing the film? and (3)

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

Question 12

Individual interviews involve

Accepted Answer

A)  a single researcher asking questions of one respondent.
B)  several people asking the same person the same questions over a period of time to check for answer reliability.
C)  presenting a respondent with images (print or multi-media)  and asking him or her to respond orally in a free-flow conversation.
D)  both the interviewer and interviewee participating in a dialogue about specific aspects of a product or service.
E)  a panel of respondents participating in a guided discussion lead by an experienced interviewer.F) C) and D)
G) All of the above

Question 13

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

Accepted Answer

A)  hypothesis generation.
B)  sampling.
C)  information gathering.
D)  experimental research.
E)  probability extrapolation.F) A) and C)
G) B) and E)

Question 14

FIGURE 8-11 
-What type of primary research method is most likely being represented in Figure 8-11 above?

Accepted Answer

A)  observational data
B)  questionnaire data
C)  social network
D)  information panel
E)  focus groupF) B) and C)
G) A) and E)

Question 15

FIGURE 8-3 
-According to Figure 8-3 above, that shows the five-step marketing research approach, "specifying constraints" would be found in cell

Accepted Answer

A)  A
B)  B
C)  C
D)  D
E)  EF) D) and E)
G) A) and B)

Question 16

A test market for a new Kellogg's cereal is an example of

Accepted Answer

A)  hypothesis generation.
B)  an experiment.
C)  modular research.
D)  virtual modeling.
E)  probability sampling.F) B) and D)
G) A) and B)

Question 17

The Journal of Marketing Research and the Journal of Marketing provide

Accepted Answer

A)  up-to-date tables for the latest data on consumer sales, listed by industry.
B)  the latest data on marketing expenditures based on consumer demographics.
C)  summaries of research methods and techniques valuable in addressing marketing problems.
D)  an in-depth list of marketing positions and opportunities at major corporations.
E)  postings of professional marketing opportunities at universities and colleges.F) A) and E)
G) B) and C)

Question 18

FIGURE 8-10 
-What type of primary research method is most likely being used in Figure 8-10 above?

Accepted Answer

A)  individual interview
B)  dynamics session
C)  a focus group
D)  a focus forum
E)  data miningF) A) and B)
G) B) and E)

Question 19

What is the difference between a semantic differential scale and a Likert scale?

Accepted Answer

Both are used with fixed alternative que...

Question 20

Data refers to

Accepted Answer

A)  subjective psychographic information collected by an organization upon which it bases subsequent actions.
B)  objective demographic information collected by an organization upon which it bases subsequent actions.
C)  the facts and figures related to the problem that is divided into two main parts: secondary data and primary data.
D)  information collected by a source other than the company itself used to determine the best possible solution to a problem.
E)  information collected from within a company used to determine which alternative within a solution set offers the greatest possible return on investment.F) D) and E)
G) B) and D)

Exam 8: Marketing Research: From Customer Insights to Actions

FIGURE 8-25 -According to Figure 8-25 above, marketing information or data consists of secondary and primary data.Define each of these types of marketing information.Give examples for secondary and primary data.

Correct AnswerverifiedData - the facts and figures related to ...View AnswerShow Answer

Individual interviews involve

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FIGURE 8-4 -Figure 8-4 above shows how the different kinds of marketing information fit together.Cell "A" identifies which type of data?

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Whereas __________ are facts and figures, __________ is/are distilled facts and figures whose interpretation leads to marketing actions.

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Constraints refer to

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A test market for a new Kellogg's cereal is an example of

Correct AnswerverifiedShow Answer

Neilsen Media Research's TV ratings and the J.D.Power automotive quality and customer satisfaction surveys provide a standard set of data on a regular basis.They are examples of

Correct AnswerverifiedShow Answer

FIGURE 8-3 -According to Figure 8-3 above, that shows the five-step marketing research approach, "implement marketing actions" would be found in cell

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A fixed alternative question with three or more choices uses a __________.

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

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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

After qualifying by having seen at least six movies in the last year, members of tracking studies are asked three key questions: (1) Are you aware of the film? (2) Are you interested in seeing the film? and (3)

Correct AnswerverifiedShow Answer

FIGURE 8-3 -According to Figure 8-3 above, that shows the five-step marketing research approach, "specifying constraints" would be found in cell

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The type of question you are answering right now is an example of a(n) __________ question.

Correct AnswerverifiedShow Answer

The Journal of Marketing Research and the Journal of Marketing provide

Correct AnswerverifiedShow Answer

Data refers to

Correct AnswerverifiedShow Answer

What is the difference between a semantic differential scale and a Likert scale?

Correct AnswerverifiedBoth are used with fixed alternative que...View AnswerShow Answer

FIGURE 8-10 -What type of primary research method is most likely being used in Figure 8-10 above?

Correct AnswerverifiedShow Answer

FIGURE 8-11 -What type of primary research method is most likely being represented in Figure 8-11 above?

Correct AnswerverifiedShow Answer

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Data - the facts and figures related to ...
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Whereas are facts and figures, is/are distilled facts and figures whose interpretation leads to marketing actions.

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Measures of success are criteria or stan...
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Both are used with fixed alternative que...
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