Question 1

Once the data has been collected and analyzed it must be presented in a clear concise form.Explain how marketing dashboards can help in this process.

Accepted Answer

A dashboard is a visual display of the m...

Question 2

Mechanical, personal, or neuromarketing methods are all ways that __________ data can be collected.

Accepted Answer

A)  virtual
B)  primary source
C)  hypothetical
D)  observational
E)  statisticalF) A) and E)
G) All of the above

Question 3

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

Accepted Answer

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

Question 4

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 statistical method.

Accepted Answer

The test-known statistical method of for...

Question 5

In marketing, the term sampling refers to

Accepted Answer

A)  testing the effectiveness of a marketing alternative in a supervised setting.
B)  the collection of data through electronic or mechanical means to avoid respondent bias.
C)  allowing a subject to experience first-hand a new or updated product or service.
D)  testing members from all multiple ages, both genders, and different levels of income and education to guarantee reliable information.
E)  the process of selecting representative elements from a population and treating their answers as typical of all those in whom they are interested.F) B) and C)
G) B) and D)

Question 6

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

Accepted Answer

An experiment involves obtaining data by...

Question 7

In marketing, a conscious choice made from among two or more alternatives is referred to as

Accepted Answer

A)  a preference set.
B)  a selection paradigm.
C)  a decision.
D)  a paradox.
E)  a default point.F) None of the above
G) C) and D)

Question 8

When conducting marketing experiments, the independent variable often involves marketing mix elements such as product features or coupons, while dependent variables often include

Accepted Answer

A)  changes in purchases such as dollar sales of individuals or organizations.
B)  changes in channels of distribution or pricing rather than product features or price.
C)  elements of the marketing mix that cannot be manipulated.
D)  the primary experimental hypothesis.
E)  elements of environmental forces that cannot be controlled.F) B) and D)
G) A) and E)

Question 9

A picture or verbal description of a product or service a firm might offer for sale is referred to as a(n)

Accepted Answer

A)  hypothesis.
B)  proposition.
C)  new-product concept.
D)  alternative.
E)  opportunity.F) A) and D)
G) B) and C)

Question 10

Several marketing data services provide comprehensive information on household demographics and lifestyle, purchases, TV viewing behavior, and responses to promotions like coupons and free samples.The principle advantage is that

Accepted Answer

A)  all data collection and analysis is computerized, so the results are almost instantaneous.
B)  one service can collect, analyze, interrelate, and present all this information.
C)  members of the firm can be included in the analysis of data, making the results more reliable.
D)  the service gets paid on a percentage basis; the better the information, the higher the service fee.
E)  companies using these services get discounts if they are willing to share their own customer data bases.F) All of the above
G) C) and D)

Question 11

Setting research objectives and identifying possible marketing actions would take place during which stage in 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 actionsF) A) and E)
G) None of the above

Question 12

A(n)  __________ scale is a five-point scale in which the opposite ends have one- or two-word adjectives that have opposite meanings.

Accepted Answer

A)  dichotomous
B)  open-ended
C)  Likert
D)  attitudinal
E)  semantic differentialF) B) and E)
G) A) and E)

Question 13

Analyzing data and presenting findings would take place during which stage 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 actionsF) D) and E)
G) A) and B)

Question 14

A decision refers to

Accepted Answer

A)  a premeditated selection resulting in a personal action.
B)  a conscious choice amongst 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 personal beliefs.
E)  an unconscious choice selected from a subset of positive alternatives.F) None of the above
G) A) and E)

Question 15

Marketers are increasingly using online surveys to collect primary data.The reason:

Accepted Answer

A)  response rates are higher because consumers do not feel intimidated.
B)  quality of responses are better in online surveys than they are in questionnaires.
C)  most consumers have an Internet connection and an e-mail account.
D)  consumers rarely view e-mail surveys as junk mail and reframe from blocking pop-ups.
E)  consumers want to be helpful so they complete the survey multiple times.F) D) and E)
G) B) and E)

Question 16

Surveys that enable the interviewer to be flexible in asking probing questions or getting reactions to visual materials would be best conducted using

Accepted Answer

A)  personal interviews.
B)  mail surveys.
C)  telephone interviews.
D)  fax surveys.
E)  on -line surveys.F) B) and D)
G) C) and D)

Question 17

A specialized observational approach in which trained observers seek to discover subtle behavioral and emotional reactions as consumers encounter product in their "natural use environment," is referred to as __________ research.

Accepted Answer

A)  ethnographic
B)  cultural
C)  genealogical
D)  sociological
E)  physiologicalF) A) and E)
G) C) and E)

Question 18

When Procter & Gamble Co.acquired the Old Spice brand it decided to reposition the brand by using a different advertising message to see whether sales would then increase.The new advertising message is the __________ in this experiment.

Accepted Answer

A)  dependent variable
B)  independent variable
C)  hypothesis
D)  extraneous variable
E)  error variableF) B) and E)
G) A) and E)

Question 19

Mall intercept interviews refer to

Accepted Answer

A)  impersonal data collection methods in strip shopping malls.
B)  personal interviews of consumers visiting shopping centers.
C)  interviews with mall management about shopper behavior.
D)  interviews with mall security about shoplifting.
E)  telephone interviews with consumers about their shopping center habits.F) B) and D)
G) C) and E)

Question 20

FIGURE 8-1 
-According to Figure 8-1 above, when conducting marketing research, why would you ask the question, "How old are you?" before the test screening of a movie?

Accepted Answer

A)  To identify people who fit the profile of the target audience for the movie.
B)  To identify people who frequently attend movies.
C)  To make sure the respondent meets recommended age requirements (G, PG, R, etc.) .
D)  To determine if the respondent is old enough to relate to the characters.
E)  To determine if the respondent is mature enough to have valid input.F) All of the above
G) C) and D)

Exam 8: Marketing Research: From Customer Insights to Actions

Analyzing data and presenting findings would take place during which stage of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

A(n) __________ scale is a five-point scale in which the opposite ends have one- or two-word adjectives that have opposite meanings.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In marketing, a conscious choice made from among two or more alternatives is referred to as

Correct AnswerverifiedShow Answer

Setting research objectives and identifying possible marketing actions would take place during which stage in the five-step marketing research approach?

Correct AnswerverifiedShow Answer

A picture or verbal description of a product or service a firm might offer for sale is referred to as a(n)

Correct AnswerverifiedShow Answer

When conducting marketing experiments, the independent variable often involves marketing mix elements such as product features or coupons, while dependent variables often include

Correct AnswerverifiedShow Answer

Surveys that enable the interviewer to be flexible in asking probing questions or getting reactions to visual materials would be best conducted using

Correct AnswerverifiedShow Answer

Once the data has been collected and analyzed it must be presented in a clear concise form.Explain how marketing dashboards can help in this process.

Correct AnswerverifiedA dashboard is a visual display of the m...View AnswerShow Answer

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 statistical method.

Correct AnswerverifiedThe test-known statistical method of for...View AnswerShow Answer

Marketers are increasingly using online surveys to collect primary data.The reason:

Correct AnswerverifiedShow Answer

Several marketing data services provide comprehensive information on household demographics and lifestyle, purchases, TV viewing behavior, and responses to promotions like coupons and free samples.The principle advantage is that

Correct AnswerverifiedShow Answer

Mechanical, personal, or neuromarketing methods are all ways that __________ data can be collected.

Correct AnswerverifiedShow Answer

A decision refers to

Correct AnswerverifiedShow Answer

A specialized observational approach in which trained observers seek to discover subtle behavioral and emotional reactions as consumers encounter product in their "natural use environment," is referred to as __________ research.

Correct AnswerverifiedShow Answer

In marketing, the term sampling refers to

Correct AnswerverifiedShow Answer

Mall intercept interviews refer to

Correct AnswerverifiedShow Answer

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

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

FIGURE 8-1 -According to Figure 8-1 above, when conducting marketing research, why would you ask the question, "How old are you?" before the test screening of a movie?

Correct AnswerverifiedShow Answer

When Procter & Gamble Co.acquired the Old Spice brand it decided to reposition the brand by using a different advertising message to see whether sales would then increase.The new advertising message is the __________ in this experiment.

Correct AnswerverifiedShow Answer

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A dashboard is a visual display of the m...
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The test-known statistical method of for...
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An experiment involves obtaining data by...
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