Question 1

What are some of the methods marketers use to conduct research and solve marketing problems? Include at least one specific print source.

Accepted Answer

Methods can include asking someone for i...

Question 2

All of these are disadvantages of online surveys except which?

Accepted Answer

A)   Email surveys may be viewed as junk.
B)   The cost to set up and administer them is high.
C)   Some potential respondents have a pop-up blocker that prohibits a browser from opening a separate window that contains the survey.
D)   Without the necessary technology, respondents can complete the survey multiple times, creating a significant bias in the results.
E)   Some potential respondents may employ spam blockers.F) D) and E)
G) A) and B)

Question 3

________ question is the simplest form of a fixed-alternative question that allows only a "yes" or "no" response.

Accepted Answer

A)   A dichotomous
B)   An open-ended
C)   A closed-end
D)   An attitudinal
E)   A semantic differentialF) A) and E)
G) All of the above

Question 4

When Procter & Gamble acquired the Old Spice brand, it decided to reposition the brand by using a different advertising message to see whether its sales would increase. The advertising message is the ________ in this marketing experiment.

Accepted Answer

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

Question 5

Figure 8-4, Question 2Consider Figure 8-4, Question 2 above, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 2 illustrates which type of question format?

Accepted Answer

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

Question 6

Observing people and asking them questions are the two principal ways to obtain

Accepted Answer

A)   external secondary data.
B)   internal secondary data.
C)   primary data.
D)   experimental independent variables.
E)   nonprobability data.F) All of the above
G) A) and E)

Question 7

Figure 8-6B
-Consider Figure 8-6B above. Suppose you are an owner of a local Wendy's restaurant near a large urban college or university. You hired a marketing research firm to conduct a survey among a sample of respondents in your area to find out their patronage of fast-food restaurants. Four weeks after the firm conducted the survey, it presented the following results to you. Based on the results presented, which market segment is least attractive to pursue because they are light users?

Accepted Answer

A)   45 and older
B)   once a week or more
C)   25 to 44
D)   once a month or less
E)   under 25F) C) and D)
G) B) and E)

Question 8

When Karsh and Hagan Advertising Agency uses information found in the Nielsen Television Index Ranking Report published by Nielsen to plan television advertising schedules for its clients, it is relying on ________ data.

Accepted Answer

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

Question 9

Research that provides ideas about a vague problem or question is referred to as

Accepted Answer

A)   virtual research.
B)   interactive research.
C)   causal research.
D)   descriptive research.
E)   exploratory research.F) A) and B)
G) A) and C)

Question 10

In marketing research, sampling refers to

Accepted Answer

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

Question 11

When a marketing researcher uses a collection of reports, customer letters, financial statements, and surveys from different departments' archives within her firm to make marketing decisions today, she is using

Accepted Answer

A)   internal secondary data.
B)   primary data.
C)   external secondary data.
D)   sensitivity analysis.
E)   probability data.F) B) and E)
G) B) and D)

Question 12

Two key elements in deciding how to collect marketing data are

Accepted Answer

A)   concepts and values.
B)   concepts and methods.
C)   constraints and hypotheses.
D)   terms and constraints.
E)   terms and hypotheses.F) C) and E)
G) A) and E)

Question 13

A sales forecast is

Accepted Answer

A)   the total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts.
B)   sales goals based on past performances of individual sales representatives, used as motivation for productivity among this staff.
C)   the total sales from a product that could be generated with a hypothetical set of preferred environmental forces.
D)   the total industry sales generated by a product during a specified time period that results from specified environmental conditions.
E)   published information about competitors' sales from the NAICS.F) None of the above
G) All of the above

Question 14

A disadvantage of a ________ is that the marketing research firm needs to recruit new members continually to replace those who drop out.

Accepted Answer

A)   representative group
B)   mall intercept interviews
C)   focus group
D)   survey of experts
E)   panelF) All of the above
G) D) and E)

Question 15

Individual interviews involve

Accepted Answer

A)   several people asking the same person the same questions over a period of time to check for answer reliability.
B)   asking respondents in a shopping mall to fill out a brief survey.
C)   a single researcher asking questions of one respondent.
D)   having the interviewee talk about specific aspects of a product or service using a video camera in his/her natural use environment.
E)   a panel of respondents participating in a guided discussion led by an experienced moderator.F) B) and E)
G) None of the above

Question 16

GI Designs, a copper furniture manufacturer, increased the price on its copper tabletops by 20 percent for three months to see what the effect would be on its sales. The price increase is the ________ in this three-month experiment.

Accepted Answer

A)   control
B)   dependent variable
C)   independent variable
D)   constraint
E)   hypothesisF) A) and B)
G) B) and C)

Question 17

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell insurance and deal with claims. It wants to pursue new markets, but with some idea of how successful its sales efforts will be. Researchers invited a group of eight insured people to its headquarters to discuss their attitudes about home and auto insurance and awareness of DirectProtect. Responses were gathered on paper as ________ data.

Accepted Answer

A)   hypothetical
B)   generative
C)   evaluative
D)   questionnaire
E)   experientialF) A) and D)
G) B) and E)

Question 18

"Have you been to a dentist within the past twelve months? ___ Yes ___ No" is an example of which type of question?

Accepted Answer

A)   Likert scale
B)   semantic differential
C)   dichotomous
D)   open-ended
E)   evaluativeF) A) and C)
G) C) and D)

Question 19

Databases that are subject to ________ platforms undertake reasoning and common sense tasks that allow computers to perform sophisticated behaviors like guiding self-driving cars and making purchase recommendations.

Accepted Answer

A)   artificial intelligence
B)   enterprise software
C)   data visualization
D)   data source driver
E)   smart queryF) A) and B)
G) B) and E)

Question 20

According to research conducted by Canadian cultural anthropologists, Canadians place a high importance on personal relationships. This leads them to be extremely reluctant to buy through an impersonal medium like a telephone. For an insurance company that was hoping to sell insurance through telemarketers, this research would be an example of

Accepted Answer

A)   internal secondary data.
B)   a constraint.
C)   an assumption.
D)   a dependent variable.
E)   external secondary data.F) A) and B)
G) C) and D)

Exam 8: Marketing Research: From Customer Insights to Actions

What are some of the methods marketers use to conduct research and solve marketing problems? Include at least one specific print source.

Correct Answer
verified
Methods can include asking someone for i...
View Answer

When a marketing researcher uses a collection of reports, customer letters, financial statements, and surveys from different departments' archives within her firm to make marketing decisions today, she is using

Correct Answer
verified

Research that provides ideas about a vague problem or question is referred to as

Correct Answer
verified

When Karsh and Hagan Advertising Agency uses information found in the Nielsen Television Index Ranking Report published by Nielsen to plan television advertising schedules for its clients, it is relying on ________ data.

Correct Answer
verified

Correct Answer
verified

A sales forecast is

Correct Answer
verified

GI Designs, a copper furniture manufacturer, increased the price on its copper tabletops by 20 percent for three months to see what the effect would be on its sales. The price increase is the ________ in this three-month experiment.

Correct Answer
verified

When Procter & Gamble acquired the Old Spice brand, it decided to reposition the brand by using a different advertising message to see whether its sales would increase. The advertising message is the ________ in this marketing experiment.

Correct Answer
verified

Individual interviews involve

Correct Answer
verified

"Have you been to a dentist within the past twelve months? _ Yes _ No" is an example of which type of question?

Correct Answer
verified

Two key elements in deciding how to collect marketing data are

Correct Answer
verified

Correct Answer
verified

All of these are disadvantages of online surveys except which?

Correct Answer
verified

Correct Answer
verified

Figure 8-4, Question 2Consider Figure 8-4, Question 2 above, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 2 illustrates which type of question format?

Correct Answer
verified

________ question is the simplest form of a fixed-alternative question that allows only a "yes" or "no" response.

Correct Answer
verified

In marketing research, sampling refers to

Correct Answer
verified

Databases that are subject to ________ platforms undertake reasoning and common sense tasks that allow computers to perform sophisticated behaviors like guiding self-driving cars and making purchase recommendations.

Correct Answer
verified

A disadvantage of a ________ is that the marketing research firm needs to recruit new members continually to replace those who drop out.

Correct Answer
verified

Observing people and asking them questions are the two principal ways to obtain

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

What are some of the methods marketers use to conduct research and solve marketing problems? Include at least one specific print source.

Correct AnswerverifiedMethods can include asking someone for i...View AnswerShow Answer

When a marketing researcher uses a collection of reports, customer letters, financial statements, and surveys from different departments' archives within her firm to make marketing decisions today, she is using

Correct AnswerverifiedShow Answer

Research that provides ideas about a vague problem or question is referred to as

Correct AnswerverifiedShow Answer

When Karsh and Hagan Advertising Agency uses information found in the Nielsen Television Index Ranking Report published by Nielsen to plan television advertising schedules for its clients, it is relying on ________ data.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A sales forecast is

Correct AnswerverifiedShow Answer

GI Designs, a copper furniture manufacturer, increased the price on its copper tabletops by 20 percent for three months to see what the effect would be on its sales. The price increase is the ________ in this three-month experiment.

Correct AnswerverifiedShow Answer

When Procter & Gamble acquired the Old Spice brand, it decided to reposition the brand by using a different advertising message to see whether its sales would increase. The advertising message is the ________ in this marketing experiment.

Correct AnswerverifiedShow Answer

Individual interviews involve

Correct AnswerverifiedShow Answer

"Have you been to a dentist within the past twelve months? ___ Yes ___ No" is an example of which type of question?

Correct AnswerverifiedShow Answer

Two key elements in deciding how to collect marketing data are

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

All of these are disadvantages of online surveys except which?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Figure 8-4, Question 2Consider Figure 8-4, Question 2 above, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 2 illustrates which type of question format?

Correct AnswerverifiedShow Answer

________ question is the simplest form of a fixed-alternative question that allows only a "yes" or "no" response.

Correct AnswerverifiedShow Answer

In marketing research, sampling refers to

Correct AnswerverifiedShow Answer

Databases that are subject to ________ platforms undertake reasoning and common sense tasks that allow computers to perform sophisticated behaviors like guiding self-driving cars and making purchase recommendations.

Correct AnswerverifiedShow Answer

A disadvantage of a ________ is that the marketing research firm needs to recruit new members continually to replace those who drop out.

Correct AnswerverifiedShow Answer

Observing people and asking them questions are the two principal ways to obtain

Correct AnswerverifiedShow Answer

Correct Answer
verified
Methods can include asking someone for i...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

"Have you been to a dentist within the past twelve months? _ Yes _ No" is an example of which type of question?

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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