Question 1

________ is often conducted with observers behind a one-way mirror watching a discussion among people about topics of interest to marketers.

Accepted Answer

A)   An individual interview
B)   Questionnaire data collection
C)   Social networking
D)   An information panel
E)   A focus groupF) B) and D)
G) All of the above

Question 2

Fisher-Price watches young children play with its toys to determine if and how various products should be changed or improved. Fisher-Price is collecting ________ data.

Accepted Answer

A)   observational
B)   questionnaire
C)   interview
D)   on-site
E)   focus groupF) B) and C)
G) A) and E)

Question 3

A direct forecast involves estimating the value to be forecast and

Accepted Answer

A)   making decisions without any intervening steps.
B)   halving the highest values and doubling the lowest values to determine an acceptable forecast range.
C)   selecting the alternative that holds the greatest consensus within the management team.
D)   then conducting a sensitivity analysis to determine price elasticity.
E)   selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts are incorrect.F) A) and C)
G) None of the above

Question 4

Jeff Gerst, who manages the Carmex social media properties, says, "For Carmex, Facebook isn't just a way to share coupons or the latest product news, but it is also a marketing research resource." One objective in the marketing research he undertook using Facebook involved

Accepted Answer

A)   assessing the market for its new hand cream product.
B)   projecting the market size for the Carmex Moisture Plus line of premium lip balms for women.
C)   assessing the market for Carmex products outside the United States in countries where Facebook is active.
D)   narrowing the number of flavors going into quantitative testing from three to two.E) B) and C)
F) C) and D)

Question 5

Analyzing data and presenting the results of this analysis would take place during which step of the five-step marketing research approach?

Accepted Answer

A)   Collect relevant information.
B)   Develop the research plan.
C)   Develop findings.
D)   Take marketing actions.
E)   Define the problem.F) B) and D)
G) D) and E)

Question 6

Figure 7-4: Question 2
-Consider Figure 7-4: Question 2, 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 D)
G) A) and B)

Question 7

How do movie studios use marketing research?

Accepted Answer

Studios producing and marketing films em...

Question 8

A sales force survey forecast involves

Accepted Answer

A)   asking prospective customers if they are likely to buy the product during some future time period.
B)   asking the firm's salespeople to estimate sales during a coming period.
C)   selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect.
D)   making decisions without any intervening steps.
E)   averaging the projections obtained from just regional sales managers and then making the final projection.F) A) and B)
G) All of the above

Question 9

Briefly explain what a marketing driver is. Give three examples.

Accepted Answer

A marketing driver is a factor that infl...

Question 10

The fourth of five steps in the marketing research approach is to

Accepted Answer

A)   develop findings.
B)   define the problem.
C)   take marketing actions.
D)   develop the research plan.
E)   collect relevant information.F) D) and E)
G) C) and D)

Question 11

The last 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 actions.F) All of the above
G) C) and D)

Question 12

A fixed alternative question requires respondents to select one or more response options from the set of predetermined choices. Another name for this kind of question is

Accepted Answer

A)   a dichotomous question.
B)   an open-ended question.
C)   an attitudinal question.
D)   a closed-end question.
E)   a semantic differential question.F) C) and E)
G) C) and D)

Question 13

When Procter & Gamble acquired the Old Spice brand, it decided to reposition the brand by using different television and print advertising to see whether sales would increase. The level of sales is the ________ in this experiment.

Accepted Answer

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

Question 14

The Internet website USA.gov

Accepted Answer

A)   is a depository of information on U.S. business, economic, and trade activity collected by the federal government.
B)   is a portal to all government websites that can be found by topic or keyword.
C)   provides up-to-the-minute business news and security prices plus research reports of companies, industries, and countries.
D)   is the most popular Internet portal to enter keywords or topics for specific searches.
E)   accesses information in online databases and an index of blogs by primary topic.F) A) and B)
G) A) and C)

Question 15

Facts and figures that have already been recorded before the project at hand are referred to as

Accepted Answer

A)   primary data.
B)   empirical data.
C)   secondary data.
D)   demographic data.
E)   observational data.F) B) and D)
G) A) and E)

Question 16

What type of marketing uses brain scanning to analyze the buying processes of research participants?

Accepted Answer

A)   subliminal marketing
B)   permission marketing
C)   psychographic marketing
D)   optimization marketing
E)   neuromarketingF) C) and D)
G) B) and E)

Question 17

Figure 7-4: Question 9​
-Consider Figure 7-4: Question 9, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Which of the following statements most likely explains why Question 9 was included in the questionnaire?

Accepted Answer

A)   Wendy's wanted to know if children eat at its restaurants.
B)   Wendy's wanted to know why people have children under age 18 living at home.
C)   Wendy's can use these personal and household demographic characteristics to segment the fast-food market.
D)   Wendy's wants to know how much people earn so it knows whether it should take credit cards for purchases.
E)   Wendy's wanted to send these respondents coupons for the products that would appeal to them most.F) B) and E)
G) A) and B)

Question 18

What type of scale is the following? Indicate your degree of agreement with the following statement: "Marketing is an interesting subject" by checking one of the responses. ( )  Strongly Agree ( )  Agree ( )  Disagree ( )  Strongly Disagree

Accepted Answer

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

Question 19

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

Question 20

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

Accepted Answer

A)   a constraint.
B)   an exemplar.
C)   a new-product concept.
D)   a test offering.
E)   a protocol.F) A) and E)
G) D) and E)

Exam 7: Marketing Research: From Customer Insights to Actions

Figure 7-4: Question 9​ -Consider Figure 7-4: Question 9, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Which of the following statements most likely explains why Question 9 was included in the questionnaire?

Correct AnswerverifiedShow Answer

The Internet website USA.gov

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What type of marketing uses brain scanning to analyze the buying processes of research participants?

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Figure 7-4: Question 2 -Consider Figure 7-4: Question 2, 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

What type of scale is the following? Indicate your degree of agreement with the following statement: "Marketing is an interesting subject" by checking one of the responses. ( ) Strongly Agree ( ) Agree ( ) Disagree ( ) Strongly Disagree

Correct AnswerverifiedShow Answer

Jeff Gerst, who manages the Carmex social media properties, says, "For Carmex, Facebook isn't just a way to share coupons or the latest product news, but it is also a marketing research resource." One objective in the marketing research he undertook using Facebook involved

Correct AnswerverifiedShow Answer

How do movie studios use marketing research?

Correct AnswerverifiedStudios producing and marketing films em...View AnswerShow Answer

Analyzing data and presenting the results of this analysis would take place during which step of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

A fixed alternative question requires respondents to select one or more response options from the set of predetermined choices. Another name for this kind of question is

Correct AnswerverifiedShow Answer

When Procter & Gamble acquired the Old Spice brand, it decided to reposition the brand by using different television and print advertising to see whether sales would increase. The level of sales is the ________ in this experiment.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The fourth of five steps in the marketing research approach is to

Correct AnswerverifiedShow Answer

Briefly explain what a marketing driver is. Give three examples.

Correct AnswerverifiedA marketing driver is a factor that infl...View AnswerShow Answer

________ is often conducted with observers behind a one-way mirror watching a discussion among people about topics of interest to marketers.

Correct AnswerverifiedShow Answer

A direct forecast involves estimating the value to be forecast and

Correct AnswerverifiedShow Answer

Facts and figures that have already been recorded before the project at hand are referred to as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The last step of the marketing research approach is to

Correct AnswerverifiedShow Answer

A sales force survey forecast involves

Correct AnswerverifiedShow Answer

Fisher-Price watches young children play with its toys to determine if and how various products should be changed or improved. Fisher-Price is collecting ________ data.

Correct AnswerverifiedShow Answer

Figure 7-4: Question 9 -Consider Figure 7-4: Question 9, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Which of the following statements most likely explains why Question 9 was included in the questionnaire?

Correct Answer
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Studios producing and marketing films em...
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A marketing driver is a factor that infl...
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