Question 1

Observational data refer to

Accepted Answer

A)   facts and figures newly collected for the project at hand.
B)   facts and figures obtained by watching, either mechanically or in person, how people actually behave.
C)   facts and figures obtained by asking people questions either through personal interviews, panel discussions, or questionnaires.
D)   facts and figures that have already been recorded from multiple sources prior to the project.
E)   conclusions developed from information obtained from a representative sample of a population.F) A) and B)
G) B) and E)

Question 2

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 D)
G) B) and E)

Question 3

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

Question 4

Fisher-Price Photo
-the Fisher-Price photo above,a researcher watches a young child play with his toys.This is an example of

Accepted Answer

A)   the use neuromarketing data to alter or improve a consumer's behavior.
B)   the use of secondary data to alter or improve a consumer's behavior.
C)   a researcher collecting observational data to use in future marketing actions.
D)   a researcher collecting psychographic information to use in future marketing actions.
E)   the use of personal interviews to collect subjective but essential information necessary to make informed marketing decisions.F) A) and D)
G) C) and E)

Question 5

Marketing drivers are used with which of the four Ps?

Accepted Answer

A)   product, price, place only
B)   product, promotion, people only
C)   product features only
D)   product and price features only
E)   product, promotion, price, and place inclusivelyF) A) and B)
G) A) and E)

Question 6

Figure 8-5
-Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions.What does "C" represent?

Accepted Answer

A)   external data sources
B)   results
C)   data warehouse
D)   internal data sources
E)   buying queriesF) B) and E)
G) A) and E)

Question 7

Figure 8-3
-Consider Figure 8-3 above,which is based on data collected from mechanical observations through the use of a _________ to prepare the Nielsen Television Index Ranking Report.

Accepted Answer

A)   a people meter
B)   neuromarketing
C)   a bot
D)   a DVR
E)   a VODF) B) and C)
G) A) and E)

Question 8

percentage of sales forecasts is made by the personal judgment of the individual decision maker who must act on the results of the forecast?

Accepted Answer

A)   10%
B)   18%
C)   33%
D)   76%
E)   99%F) A) and E)
G) C) and D)

Question 9

Figure 8-6D: Average Annual Sales per Household of Tony's Pizza,
by Age of Children in Household
-Figure 8-6D above shows that

Accepted Answer

A)   Tony's Pizza sales to households with some children between the ages of 13 to 17 decreased significantly over the period 2008 to 2011.
B)   Tony's Pizza unit sales to households with children between the ages of 6 to 12 decreased over the period 2008 to 2011.
C)   Tony's Pizza sales to single-person households have remained relatively steady from 2008 to 2011.
D)   Tony's Pizza sales to households with no children under 18 have declined from 2008 to 2011.
E)   there is not a significant enough difference between age groups that would warrant a marketing action at this time.F) A) and B)
G) A) and C)

Question 10

Figure 8-2b
-Figure 8-2b above shows that primary data may be divided into three related parts.If "C" represents data collected from individual interviews,focus groups,trend hunting,etc.,which type of data is "C?"

Accepted Answer

A)   questionnaire data
B)   mined data
C)   internal secondary data
D)   external secondary data
E)   observational dataF) C) and D)
G) C) and E)

Question 11

Marketing Research Method Photo B
-Marine Midland Bank sent market researchers door-to-door in the neighborhoods surrounding its branch banks.Each researcher wanted to spend 15 minutes talking with a head of the household about his/her savings accounts to discuss why he/she did not also have checking accounts and credit cards with the bank.Marine Midland researchers were using __________ to collect these data.

Accepted Answer

A)   individual interviews
B)   secondary interviews
C)   intercept interviews
D)   observational data collection
E)   ethnographic researchF) A) and E)
G) C) and E)

Question 12

new field of marketing that studies the brain and its response to marketing stimuli is referred to as

Accepted Answer

A)   extrapolation.
B)   hypothesizing.
C)   neuromarketing.
D)   deduction.
E)   conjecture.F) A) and B)
G) B) and E)

Question 13

and describe the three main kinds of marketing research.

Accepted Answer

Three kinds of research include:
(1)Exp...

Question 14

market researcher showed a new brand of blue jeans to several groups of college students and asked the students to rate the quality of the jeans.Two weeks later,the researcher showed the same college students a television advertisement featuring movie star Scarlett Johansson wearing the new brand of jeans.The marketer asked the students again to rate the quality of the jeans.The marketer predicted that after viewing the advertisement,the students' ratings of the new jeans would be more positive than their original ratings.In this experiment,students' ratings of the new blue jeans served as the

Accepted Answer

A)   dependent variable.
B)   independent variable.
C)   social environmental force.
D)   secondary data.
E)   constraint.F) B) and C)
G) A) and E)

Question 15

Figure 8-5
-Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions.What does "E" represent?

Accepted Answer

A)   external data sources
B)   results
C)   data warehouse
D)   internal data sources
E)   buying queriesF) B) and E)
G) C) and E)

Question 16

National Health Interview Survey is conducted annually by the Centers for Disease Control and Prevention.By examining information gathered from a national sample of 600 respondents throughout the U.S.,it was able to announce that 14.1 percent of all Americans lacked healthcare insurance.To make this statement,the Centers for Disease Control and Prevention had to use

Accepted Answer

A)   focus groups.
B)   no constraints.
C)   internal secondary data.
D)   statistical inference.
E)   interpolation.F) A) and E)
G) B) and D)

Question 17

Based on the Fisher-Price Chatter Telephone example in the textbook,if a measure of success is "playtime" for a particular telephone design,what would be an example of a possible marketing action if the results of observation were "Children spent more time playing with new design?"

Accepted Answer

A)   continue with the old design; don't introduce the new design
B)   introduce the new design; drop the old design
C)   introduce the new design; but add some new features
D)   mine the data further for children reactions; take no action
E)   add digital dashboards to analyze reactions to the new design; add some new featuresF) A) and B)
G) C) and D)

Question 18

though primary data can be especially valuable to an individual firm,it often plays "second fiddle" to secondary data because

Accepted Answer

A)   secondary data is much more up-to-date and tailored to a specific firm or industry.
B)   secondary data, although far more expensive, is also much more reliable.
C)   primary data is usually more costly and time consuming to collect.
D)   primary data can be accessed by virtually anyone so the information generated loses much of its value.
E)   primary data is less fact and figure based; it is more subjective and therefore more vulnerable to misinterpretation.F) C) and D)
G) D) and E)

Question 19

test of whether marketing research should be done is

Accepted Answer

A)   if different outcomes will lead to different marketing actions.
B)   if different outcomes will lead to the same marketing actions.
C)   using a jury of executive opinion to interpret the data.
D)   agreeing to take action only if the decision is unanimous.
E)   if the action is agreed on, regardless of the outcome of the research.F) A) and B)
G) B) and C)

Question 20

__________ question allows respondents to express opinions,ideas,or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.

Accepted Answer

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

Exam 8: Marketing Research: From Customer Insights to Actions

and describe the three main kinds of marketing research.

Correct Answer
verified
Three kinds of research include:
(1)Exp...
View Answer

Correct Answer
verified

Marketing drivers are used with which of the four Ps?

Correct Answer
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Figure 8-2b -Figure 8-2b above shows that primary data may be divided into three related parts.If "C" represents data collected from individual interviews,focus groups,trend hunting,etc.,which type of data is "C?"

Correct Answer
verified

though primary data can be especially valuable to an individual firm,it often plays "second fiddle" to secondary data because

Correct Answer
verified

Correct Answer
verified

test of whether marketing research should be done is

Correct Answer
verified

percentage of sales forecasts is made by the personal judgment of the individual decision maker who must act on the results of the forecast?

Correct Answer
verified

Fisher-Price Photo -the Fisher-Price photo above,a researcher watches a young child play with his toys.This is an example of

Correct Answer
verified

Observational data refer to

Correct Answer
verified

fifth step of the marketing research approach is to __________.

Correct Answer
verified

new field of marketing that studies the brain and its response to marketing stimuli is referred to as

Correct Answer
verified

__________ question allows respondents to express opinions,ideas,or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.

Correct Answer
verified

Correct Answer
verified

Figure 8-5 -Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions.What does "C" represent?

Correct Answer
verified

Figure 8-3 -Consider Figure 8-3 above,which is based on data collected from mechanical observations through the use of a _________ to prepare the Nielsen Television Index Ranking Report.

Correct Answer
verified

Figure 8-6D: Average Annual Sales per Household of Tony's Pizza, by Age of Children in Household -Figure 8-6D above shows that

Correct Answer
verified

Based on the Fisher-Price Chatter Telephone example in the textbook,if a measure of success is "playtime" for a particular telephone design,what would be an example of a possible marketing action if the results of observation were "Children spent more time playing with new design?"

Correct Answer
verified

survey of buyers' intentions forecast involves

Correct Answer
verified

Figure 8-5 -Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions.What does "E" represent?

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

and describe the three main kinds of marketing research.

Correct AnswerverifiedThree kinds of research include: (1)Exp...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Marketing drivers are used with which of the four Ps?

Correct AnswerverifiedShow Answer

Figure 8-2b -Figure 8-2b above shows that primary data may be divided into three related parts.If "C" represents data collected from individual interviews,focus groups,trend hunting,etc.,which type of data is "C?"

Correct AnswerverifiedShow Answer

though primary data can be especially valuable to an individual firm,it often plays "second fiddle" to secondary data because

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

test of whether marketing research should be done is

Correct AnswerverifiedShow Answer

percentage of sales forecasts is made by the personal judgment of the individual decision maker who must act on the results of the forecast?

Correct AnswerverifiedShow Answer

Fisher-Price Photo -the Fisher-Price photo above,a researcher watches a young child play with his toys.This is an example of

Correct AnswerverifiedShow Answer

Observational data refer to

Correct AnswerverifiedShow Answer

fifth step of the marketing research approach is to __________.

Correct AnswerverifiedShow Answer

new field of marketing that studies the brain and its response to marketing stimuli is referred to as

Correct AnswerverifiedShow Answer

__________ question allows respondents to express opinions,ideas,or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Figure 8-5 -Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions.What does "C" represent?

Correct AnswerverifiedShow Answer

Figure 8-3 -Consider Figure 8-3 above,which is based on data collected from mechanical observations through the use of a _________ to prepare the Nielsen Television Index Ranking Report.

Correct AnswerverifiedShow Answer

Figure 8-6D: Average Annual Sales per Household of Tony's Pizza, by Age of Children in Household -Figure 8-6D above shows that

Correct AnswerverifiedShow Answer

Based on the Fisher-Price Chatter Telephone example in the textbook,if a measure of success is "playtime" for a particular telephone design,what would be an example of a possible marketing action if the results of observation were "Children spent more time playing with new design?"

Correct AnswerverifiedShow Answer

survey of buyers' intentions forecast involves

Correct AnswerverifiedShow Answer

Figure 8-5 -Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions.What does "E" represent?

Correct AnswerverifiedShow Answer

Correct Answer
verified
Three kinds of research include:
(1)Exp...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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