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Exam 7: Marketing Research: From Customer Insights to Actions

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Question 31

Multiple Choice

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A(n) ________ scale is one in which the respondent indicates the extent to which he or she agrees or disagrees with a statement.

A) Likert
B) attitudinal
C) dichotomous
D) open-ended
E) semantic differential

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

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Question 32

Multiple Choice

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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.

A) control
B) dependent variable
C) independent variable
D) constraint
E) hypothesis

F) A) and C)
G) C) and D)

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Question 33

Multiple Choice

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Filmmakers want movie titles that use the same factors that make a good brand name. Ideally, they should

Effective decision makers rely on criteria or standards known as ________ that are used in evaluating proposed solutions to a problem.

A marketing research approach that uses a discussion leader to interview 6 to 10 past, present, or prospective customers simultaneously is referred to as

"Do you eat at fast-food restaurants regularly: Yes or No?" is worded poorly because the word "regularly" makes it ________ question.

Several market research companies pay households and businesses to record all their purchases using a paper or electronic diary, which allows for an economical way to collect consistent data over time. These data are referred to as

Figure 7-1 -According to Figure 7-1, what does B represent in the marketing research process?

Eppie's Used Cars wanted to test whether straight price discounting worked better than a free gift. It ran two different commercials on alternate Wednesdays. The first offered 10 percent off the Kelley Blue Book price for any four-wheel-drive vehicle on the lot while the second offered a free tent with the purchase of any four-wheel-drive vehicle at the Kelley Blue Book price. The type of offer was the ________ variable. The number of people that responded to each type was the ________ variable, which would suggest the best strategy for increasing traffic.

Setting research objectives and identifying possible marketing actions that might result from the research would take place during which step of the five-step marketing research approach?

The Journal of Marketing Research and the Journal of Marketing provide

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

Frito-Lay substituted ________ for its usual focus groups to allow consumers to weigh in on which new flavors of Lay's potato chips would be introduced.

A ________ is a sample of consumers or stores from which researchers take a series of measurements.

A(n) ________ question requires respondents to select one or more response options from a set of predetermined choices.

________ modeling employs statistical models that use data mining and probability analysis to foretell marketing outcomes.

________ surveys are usually biased because those most likely to respond are those who have had especially positive or negative experiences with the product or brand.

Penningtons Superstore specializes in plus-size fashions for women. It was considering adding a line of teen plus sizes to its stores. Before doing so, it contracted with a marketing research firm to make sure that the teen plus-size market was a viable one. Decision makers needed the results of its study by September 15 so Penningtons could introduce the line the following March, if the market was viable. The major constraint for research here is

A(n) ________ 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.

Obtaining primary and secondary data would take place during which step of the five-step marketing research approach?