Question 1

What marketing metric determines whether a TV program such as The Big Bang Theory remains on the CBS broadcast TV network?

Accepted Answer

A)   appeal
B)   cost per ad
C)   rating
D)   poll
E)   frequencyF) B) and E)
G) D) and E)

Question 2

In evaluating whether its Facebook and Twitter social media programs are working well, Carmex considered using various marketing metrics. One metric it chose was ________, which quantifies the number of Carmex mentions on the Internet as a percentage of all mentions of major lip balm brands.

Accepted Answer

A)   Carmex sentiment
B)   Carmex Twitter followers
C)   Carmex conversation velocity
D)   Carmex Facebook likes
E)   Carmex share of voiceF) All of the above
G) A) and B) E

Question 3

Information technology refers to

Accepted Answer

A)   any information derived from a nonpersonal source.
B)   all of the computing resources that collect, store, and analyze data.
C)   any hardware used in collecting information to be used in market research such as scanners, telephones, voting machines, etc.
D)   any activity that uses some form of electronic communication in the inventory, exchange, advertisement, distribution, and payment of goods and services.
E)   the inventions or innovations from applied science or engineering research.F) A) and E)
G) A) and B)

Question 4

After a bankruptcy, SwissAir was able to regroup and wanted to resume flying if it could regain at least 75 percent of its lost customers. It decided to allocate $50,000 to determine the likelihood that its former customers would fly on the airline again and find methods requiring little or no money that could be used to increase that probability. This description represents which step in the 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) B) and C)
G) A) and E) A

Question 5

The foundation of all research using questionnaires is developing ________ that get clear, unambiguous answers from respondents.

Accepted Answer

A)   precise questions
B)   effective research protocols
C)   online surveys
D)   observational interventions
E)   synergistic techniquesF) B) and C)
G) D) and E)

Question 6

"What do you like most 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) A) and B)
G) C) and E)

Question 7

A general rule of thumb among marketing researchers is to use ________ first and then collect ________.

Accepted Answer

A)   external secondary data; internal primary data
B)   internal primary data; external primary data
C)   primary data; secondary data
D)   secondary data; primary data
E)   questionnaire data; observational dataF) B) and C)
G) All of the above

Question 8

All of the following are examples of marketing outcome data except which?

Accepted Answer

A)   customer phone calls
B)   repeat sales reports
C)   shipment records
D)   advertising budgets
E)   sales reports by geographic regionF) B) and E)
G) A) and B)

Question 9

Measures of success are

Accepted Answer

A)   the goals the decision maker seeks to achieve in solving a problem.
B)   criteria or standards used in evaluating proposed solutions to a problem.
C)   identification of acceptable alternatives for collecting data to solve a problem.
D)   objective data used to identify the most profitable solution to a marketing problem.
E)   subjective data used to identify the most profitable solution to a marketing problem.F) A) and E)
G) B) and E)

Question 10

A survey asked consumers of dental products the following question "Have you used toothpaste in the past week? ________ Yes ________ No." The results of this question show that 92.6 percent of the people in New York City have used toothpaste in the past week and 87.2 percent of people in Los Angeles have used toothpaste during the same period. This information was gathered by using which type of question?

Accepted Answer

A)   open-ended
B)   dichotomous
C)   holistic
D)   evaluative
E)   Likert scaleF) B) and C)
G) A) and E)

Question 11

Secondary data are the

Accepted Answer

A)   facts and figures that have already been recorded before the project at hand.
B)   facts and figures that are newly collected for the project at hand.
C)   facts and figures obtained by watching people mechanically rather than in person.
D)   facts and figures obtained by asking people questions through the use of information technology.
E)   conclusions developed from information obtained from a representative sample of a population.F) A) and D)
G) A) and C)

Question 12

As marketing vice president of Health Care Services, Inc., you must test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory. Which experiment will do this best?

Accepted Answer

A)   Create an incentive program for your sales force based upon individual performance. Use increases in customer satisfaction as your dependent variable and increases in sales performance as your independent variable.
B)   Select three degrees of service health care (poor, good, average)  as your independent variable and measure customer responses for each grade using the same number of sales representatives in each territory as your dependent variable.
C)   Create an incentive program for your sales force based upon individual performance. Use increases in customer satisfaction as your independent variable and increases in sales performance as your dependent variable.
D)   Use a different number of salespeople in three different sales territories as your independent variable and changes in sales of health care services as the dependent variable.
E)   Create an incentive program for your sales force based upon team performance. Use increases in customer satisfaction as your independent variable and increases in sales performance for the team as your dependent variable.F) C) and D)
G) A) and B)

Question 13

In marketing experiments, the independent variable is the ________ and the dependent variable is the ________.

Accepted Answer

A)   element that never changes; element that always changes
B)   result; factor beyond the experimenter's control
C)   result of an action; cause of an action
D)   cause of an action; result of an action
E)   element that always changes; element that never changesF) D) and E)
G) B) and D)

Question 14

The facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors are referred to as

Accepted Answer

A)   internal primary data.
B)   secondary data.
C)   statistical inference.
D)   observational data.
E)   questionnaire data.F) A) and C)
G) A) and E)

Question 15

Considering the two main types of data, if facts and figures are newly collected for a project, which type of data is being collected?

Accepted Answer

A)   immediate data
B)   internal data
C)   external data
D)   primary data
E)   secondary dataF) C) and D)
G) A) and C)

Question 16

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

Question 17

An advantage of using a panel of consumers for marketing research is

Accepted Answer

A)   the discussion leader can help change negative panel responses into positive ones.
B)   the company can find out if consumers change their purchasing behavior over time.
C)   panel members often help each other by bringing up ideas for discussion that others didn't initially think of but that were important to them.
D)   there will usually be one panel member who dominates the discussion and helps keep the conversation focused.
E)   panel members are highly defined demographically, so it is relatively simple to replace an individual member without losing continuity.F) A) and B)
G) A) and E)

Question 18

Questionnaire data are

Accepted Answer

A)   the facts and figures obtained by observing people about their attitudes, awareness, intentions, and behaviors.
B)   the facts and figures obtained by analyzing people's brain waves as consumers complete surveys about their geodemographics, ethnographics, and behaviors.
C)   psychographic data obtained by asking people unbiased questions about their age, occupation, and income.
D)   the facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors.
E)   any type of information about a consumer obtained through nontechnological methods.F) A) and D)
G) C) and D) D

Question 19

The ________ method has two advantages over other traditional methods of data collection: The cost is relatively minimal and the turnaround time for data collection to report presentation is much quicker.

Accepted Answer

A)   personal interview
B)   telephone interview
C)   mail survey
D)   online survey
E)   fax surveyF) B) and E)
G) A) and B)

Question 20

What are the two most common constraints in marketing problem solving?

Accepted Answer

A)   limitations of personnel and office space
B)   limitations of the strategic thinking and creativity of the firm's advertising agency
C)   limitations on the time and money available
D)   government regulations and rights to privacy
E)   limitations on access to primary and secondary researchF) A) and B)
G) A) and C)

Exam 7: Marketing Research: From Customer Insights to Actions

What marketing metric determines whether a TV program such as The Big Bang Theory remains on the CBS broadcast TV network?

Correct Answer
verified

In evaluating whether its Facebook and Twitter social media programs are working well, Carmex considered using various marketing metrics. One metric it chose was ________, which quantifies the number of Carmex mentions on the Internet as a percentage of all mentions of major lip balm brands.

Correct Answer
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E

Information technology refers to

Correct Answer
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Correct Answer
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A

The foundation of all research using questionnaires is developing ________ that get clear, unambiguous answers from respondents.

Correct Answer
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"What do you like most about Target?" followed by several lines for a response is an example of which type of marketing research question?

Correct Answer
verified

A general rule of thumb among marketing researchers is to use first and then collect .

Correct Answer
verified

All of the following are examples of marketing outcome data except which?

Correct Answer
verified

Measures of success are

Correct Answer
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Correct Answer
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Secondary data are the

Correct Answer
verified

As marketing vice president of Health Care Services, Inc., you must test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory. Which experiment will do this best?

Correct Answer
verified

In marketing experiments, the independent variable is the and the dependent variable is the .

Correct Answer
verified

The facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors are referred to as

Correct Answer
verified

Considering the two main types of data, if facts and figures are newly collected for a project, which type of data is being collected?

Correct Answer
verified

In marketing research, sampling refers to

Correct Answer
verified

An advantage of using a panel of consumers for marketing research is

Correct Answer
verified

Questionnaire data are

Correct Answer
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D

The ________ method has two advantages over other traditional methods of data collection: The cost is relatively minimal and the turnaround time for data collection to report presentation is much quicker.

Correct Answer
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What are the two most common constraints in marketing problem solving?

Correct Answer
verified

Exam 7: Marketing Research: From Customer Insights to Actions

What marketing metric determines whether a TV program such as The Big Bang Theory remains on the CBS broadcast TV network?

Correct AnswerverifiedShow Answer

In evaluating whether its Facebook and Twitter social media programs are working well, Carmex considered using various marketing metrics. One metric it chose was ________, which quantifies the number of Carmex mentions on the Internet as a percentage of all mentions of major lip balm brands.

Correct AnswerverifiedE

Information technology refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedA

The foundation of all research using questionnaires is developing ________ that get clear, unambiguous answers from respondents.

Correct AnswerverifiedShow Answer

"What do you like most about Target?" followed by several lines for a response is an example of which type of marketing research question?

Correct AnswerverifiedShow Answer

A general rule of thumb among marketing researchers is to use ________ first and then collect ________.

Correct AnswerverifiedShow Answer

All of the following are examples of marketing outcome data except which?

Correct AnswerverifiedShow Answer

Measures of success are

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Secondary data are the

Correct AnswerverifiedShow Answer

As marketing vice president of Health Care Services, Inc., you must test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory. Which experiment will do this best?

Correct AnswerverifiedShow Answer

In marketing experiments, the independent variable is the ________ and the dependent variable is the ________.

Correct AnswerverifiedShow Answer

The facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors are referred to as

Correct AnswerverifiedShow Answer

Considering the two main types of data, if facts and figures are newly collected for a project, which type of data is being collected?

Correct AnswerverifiedShow Answer

In marketing research, sampling refers to

Correct AnswerverifiedShow Answer

An advantage of using a panel of consumers for marketing research is

Correct AnswerverifiedShow Answer

Questionnaire data are

Correct AnswerverifiedD

The ________ method has two advantages over other traditional methods of data collection: The cost is relatively minimal and the turnaround time for data collection to report presentation is much quicker.

Correct AnswerverifiedShow Answer

What are the two most common constraints in marketing problem solving?

Correct AnswerverifiedShow Answer

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E

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A

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A general rule of thumb among marketing researchers is to use first and then collect .

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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In marketing experiments, the independent variable is the and the dependent variable is the .

Correct Answer
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D

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