Question 1

Figure 7-5
-Figure 7-5 shows how marketing researchers and managers use information technology to turn information into marketing actions. What does E represent?

Accepted Answer

A)   external data sources
B)   results
C)   data warehouse
D)   internal data sources
E)   buying queriesF) B) and C)
G) A) and E)

Question 2

Research objectives are

Accepted Answer

A)   conjectures regarding marketing outcomes.
B)   general research guidelines.
C)   solutions to be evaluated.
D)   specific and measurable.
E)   research dashboards.F) B) and C)
G) C) and D)

Question 3

Data from internal and external sources are stored, organized, and managed in databases. Collectively, these databases form a

Accepted Answer

A)   data vault.
B)   data depot.
C)   data storehouse.
D)   data warehouse.
E)   data repository.F) B) and E)
G) C) and D)

Question 4

Nielsen collects national TV ratings by using a "people meter." This is a box that is attached to televisions, DVRs, cable boxes, and satellite dishes in about 30,000 households across the country; has a remote control that is used to indicate when a viewer begins and finishes watching a TV program; and stores and then transmits the viewing information to Nielsen each night. The information Nielsen is collecting is referred to as

Accepted Answer

A)   internal secondary data.
B)   interactive industry data.
C)   sensitivity data.
D)   external secondary data.
E)   observational data.F) D) and E)
G) B) and E)

Question 5

What are the three actions a marketing manager must take in the final step of the five-step marketing research approach?

Accepted Answer

The three actions a marketing manager mu...

Question 6

A common way of collecting questionnaire data to generate ideas that involves a single researcher asking questions of one respondent is called

Accepted Answer

A)   a panel.
B)   a focus consultation.
C)   an individual interview.
D)   a face-to-face exchange.
E)   an interactional interview.F) B) and E)
G) A) and E)

Question 7

Facts and figures that are newly collected for a project at hand are referred to as

Accepted Answer

A)   statistical data.
B)   empirical data.
C)   secondary data.
D)   primary data.
E)   inferential data.F) D) and E)
G) A) and B)

Question 8

A disadvantage of the mall intercept interview method is

Accepted Answer

A)   the difficulty in finding qualified interviewers to work at relatively low salaries.
B)   the lack of reliability due to changes in customer traffic during holidays.
C)   the ill will it creates with shoppers who are in a hurry or looking for a relaxing mall experience.
D)   the people selected may not be representative of the target market.
E)   the people only participate to receive something in return, so their answers are often biased.F) C) and D)
G) A) and C)

Question 9

Decision making is the act of

Accepted Answer

A)   consciously choosing from among alternatives.
B)   consciously choosing an action that doesn't involve risk.
C)   subjectively selecting from a subset of positive alternatives.
D)   subconsciously selecting the alternative that is most consistent with one's personal beliefs.
E)   objectively selecting the most financially sound decision among two or more alternatives.F) A) and E)
G) A) and B)

Question 10

War Dogs is an example of a successful movie that could have failed because

Accepted Answer

A)   too little money was spent on promotion.
B)   it was targeting the wrong target market segments.
C)   there was too little similarity between the original book and the screenplay.
D)   its original title did not convey the correct message to its prospective audience.
E)   too much time elapsed between promotions and its release.F) A) and D)
G) B) and E)

Question 11

When a marketing manager begins asking "what if" questions to determine how hypothetical changes in product or brand drivers can affect sales, she is performing ________ analysis.

Accepted Answer

A)   a marketing
B)   an environmental
C)   a structured
D)   a query
E)   a sensitivityF) None of the above
G) B) and D)

Question 12

"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) All of the above
G) A) and B)

Question 13

The practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products, is called ________ hunting.

Accepted Answer

A)   trend
B)   fad
C)   fashion
D)   cult
E)   affinityF) C) and E)
G) B) and D)

Question 14

Briefly explain the difference between a direct forecast and a lost-horse forecast.

Accepted Answer

A direct forecast involves estimating th...

Question 15

Figure 7-7
-Figure 7-7 depicts what type of statistical forecasting (line A) ?

Accepted Answer

A)   causal analysis
B)   non-parametric regression
C)   curvilinear extrapolation
D)   infinite dimensionE) A) and D)
F) A) and C)

Question 16

In trend extrapolation, the forecasting technique that involves using a straight line is called

Accepted Answer

A)   causal analysis.
B)   non-parametric regression.
C)   planning gap analysis.
D)   infinite dimension.
E)   linear trend extrapolation.F) A) and D)
G) B) and C)

Question 17

What is the difference between a semantic differential scale and a Likert scale?

Accepted Answer

Both are used with fixed alternative que...

Question 18

Each survey method, from focus groups to personal interviews, results in valuable ________, which are facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors.

Accepted Answer

A)   hypothetical data
B)   generative data
C)   evaluative data
D)   questionnaire data
E)   experiential dataF) None of the above
G) C) and D)

Question 19

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 is referred to as the

Accepted Answer

A)   prognostication.
B)   sales forecast.
C)   guesstimate.
D)   marketing intuition.
E)   market potential.F) B) and D)
G) A) and C)

Question 20

A test market for a new Kellogg's cereal is an example of

Accepted Answer

A)   hypothesis generation.
B)   an experiment.
C)   secondary data.
D)   virtual modeling.
E)   probability sampling.F) All of the above
G) A) and C)

Exam 7: Marketing Research: From Customer Insights to Actions

Figure 7-5 -Figure 7-5 shows how marketing researchers and managers use information technology to turn information into marketing actions. What does E represent?

Correct Answer
verified

A common way of collecting questionnaire data to generate ideas that involves a single researcher asking questions of one respondent is called

Correct Answer
verified

What are the three actions a marketing manager must take in the final step of the five-step marketing research approach?

Correct Answer
verified
The three actions a marketing manager mu...
View Answer

Facts and figures that are newly collected for a project at hand are referred to as

Correct Answer
verified

Decision making is the act of

Correct Answer
verified

In trend extrapolation, the forecasting technique that involves using a straight line is called

Correct Answer
verified

Research objectives are

Correct Answer
verified

Data from internal and external sources are stored, organized, and managed in databases. Collectively, these databases form a

Correct Answer
verified

War Dogs is an example of a successful movie that could have failed because

Correct Answer
verified

The practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products, is called ________ hunting.

Correct Answer
verified

When a marketing manager begins asking "what if" questions to determine how hypothetical changes in product or brand drivers can affect sales, she is performing ________ analysis.

Correct Answer
verified

A disadvantage of the mall intercept interview method is

Correct Answer
verified

A test market for a new Kellogg's cereal is an example of

Correct Answer
verified

Figure 7-7 -Figure 7-7 depicts what type of statistical forecasting (line A) ?

Correct Answer
verified

Each survey method, from focus groups to personal interviews, results in valuable ________, which are facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors.

Correct Answer
verified

Briefly explain the difference between a direct forecast and a lost-horse forecast.

Correct Answer
verified
A direct forecast involves estimating th...
View Answer

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

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 is referred to as the

Correct Answer
verified

What is the difference between a semantic differential scale and a Likert scale?

Correct Answer
verified
Both are used with fixed alternative que...
View Answer

Exam 7: Marketing Research: From Customer Insights to Actions

Figure 7-5 -Figure 7-5 shows how marketing researchers and managers use information technology to turn information into marketing actions. What does E represent?

Correct AnswerverifiedShow Answer

A common way of collecting questionnaire data to generate ideas that involves a single researcher asking questions of one respondent is called

Correct AnswerverifiedShow Answer

What are the three actions a marketing manager must take in the final step of the five-step marketing research approach?

Correct AnswerverifiedThe three actions a marketing manager mu...View AnswerShow Answer

Facts and figures that are newly collected for a project at hand are referred to as

Correct AnswerverifiedShow Answer

Decision making is the act of

Correct AnswerverifiedShow Answer

In trend extrapolation, the forecasting technique that involves using a straight line is called

Correct AnswerverifiedShow Answer

Research objectives are

Correct AnswerverifiedShow Answer

Data from internal and external sources are stored, organized, and managed in databases. Collectively, these databases form a

Correct AnswerverifiedShow Answer

War Dogs is an example of a successful movie that could have failed because

Correct AnswerverifiedShow Answer

The practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products, is called ________ hunting.

Correct AnswerverifiedShow Answer

When a marketing manager begins asking "what if" questions to determine how hypothetical changes in product or brand drivers can affect sales, she is performing ________ analysis.

Correct AnswerverifiedShow Answer

A disadvantage of the mall intercept interview method is

Correct AnswerverifiedShow Answer

A test market for a new Kellogg's cereal is an example of

Correct AnswerverifiedShow Answer

Figure 7-7 -Figure 7-7 depicts what type of statistical forecasting (line A) ?

Correct AnswerverifiedShow Answer

Each survey method, from focus groups to personal interviews, results in valuable ________, which are facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors.

Correct AnswerverifiedShow Answer

Briefly explain the difference between a direct forecast and a lost-horse forecast.

Correct AnswerverifiedA direct forecast involves estimating th...View AnswerShow Answer

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

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 is referred to as the

Correct AnswerverifiedShow Answer

What is the difference between a semantic differential scale and a Likert scale?

Correct AnswerverifiedBoth are used with fixed alternative que...View AnswerShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The three actions a marketing manager mu...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
A direct forecast involves estimating th...
View Answer

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
verified

Correct Answer
verified
Both are used with fixed alternative que...
View Answer