Question 1

The principal ways to collect new or primary data for a marketing study are by watching people and by asking them questions.Give two examples of each method.

Accepted Answer

Observing people includes watching how p...

Question 2

Figure 8-4,Question 5
 
-A(n) ________ scale is a five-point scale in which the opposite ends have one- or two-word adjectives that have opposite meanings.

Accepted Answer

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

Question 3

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) None of the above
G) B) and D)

Question 4

Figure 8-6A
-Consider Figure 8-6A 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.Which age group seems to patronize fast-food restaurants the most?

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

Question 5

Trend extrapolation involves

Accepted Answer

A)  extending a pattern observed in past data into the future.
B)  selecting specific points on a graph of sales or market share,multiplying by the cost of living index,and allowing for a variation of plus or minus 3 percent.
C)  averaging the total sales or market share for the previous five years and multiplying that number by the expected GDP growth rate for the next year (say 1.5 percent) to arrive at the next year's forecast.
D)  selecting a given percentage and using that number as a yearly predictive base regardless of changes in sales,revenue,or market share.
E)  collecting projections from all regional sales managers and making the final projection.F) C) and E)
G) A) and E)

Question 6

Figure 8-4,Question 5
 
-What kind of question is the following? "Place an 'X' in the space that describes your view of this test." Easy __ __ __ __ __ Difficult

Accepted Answer

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

Question 7

Facts and figures obtained by watching,either mechanically or in person,how people actually behave are referred to as ________ data.

Accepted Answer

A)  inspection
B)  hypothetical
C)  primary source
D)  observational
E)  eyewitnessF) A) and D)
G) A) and B)

Question 8

One objective in the marketing research Jeff Gerst,who manages the Carmex social media properties,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)  evaluating the effectiveness of integrating Carmex Facebook promotions with traditional Carmex promotions.
E)  narrowing the number of flavors going into quantitative testing from three to two.F) A) and C)
G) A) and E)

Question 9

List the elements of an information technology system used to help answer marketing questions.

Accepted Answer

An information technology system used to...

Question 10

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) A) and B)
G) None of the above

Question 11

Several marketing data services provide information on household demographics and lifestyle,purchases,TV viewing behavior,responses to promotions,and social media use.The principal advantage of these services is that

Accepted Answer

A)  one service can collect,analyze,interrelate,and present this disparate information.
B)  all data collection and analysis is computerized,so the results obtained are almost instantaneous.
C)  members of the firm can be included in the analysis of data,making the results more reliable.
D)  the service gets paid on a percentage basis;the better the information,the higher the fee.
E)  firms using these services get discounts if they share their customer data with competitors.F) A) and C)
G) B) and D)

Question 12

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

Accepted Answer

A)  primary data.
B)  secondary data.
C)  statistical inference.
D)  observational data.
E)  questionnaire data.F) All of the above
G) A) and B)

Question 13

When First Western Bank sent surveys via mail to its savings accounts-only customers to ask why they did not also have checking accounts and credit cards with First Western,they were gathering ________ data.

Accepted Answer

A)  intercept
B)  secondary
C)  questionnaire
D)  observational
E)  nonprobabilityF) B) and C)
G) B) and D)

Question 14

Briefly explain what a marketing experiment is.Include the definitions of dependent and independent variables and give examples of each.

Accepted Answer

An experiment involves obtaining data by...

Question 15

The extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions is referred to as

Accepted Answer

A)  predictive analysis.
B)  information extraction.
C)  variable analysis.
D)  database management.
E)  data mining.F) None of the above
G) A) and B)

Question 16

In the world of marketing,________ are ideas about products or services.

Accepted Answer

A)  theories
B)  designs
C)  models
D)  impressions
E)  conceptsF) C) and D)
G) B) and C)

Question 17

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) None of the above
G) A) and C)

Question 18

A special kind of individual interview in which researchers ask lengthy,free-flowing kinds of questions to probe for underlying ideas and feelings is called a

Accepted Answer

A)  focus group.
B)  discovery interview.
C)  probing interview.
D)  guided interview.
E)  depth interview.F) None of the above
G) A) and C)

Question 19

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) A) and D)

Question 20

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) All of the above
G) A) and C)

Exam 8: Marketing Research: From Customer Insights to Actions

The extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions is referred to as

Correct Answer
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Correct Answer
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Figure 8-4,Question 5 -A(n) ________ scale is a five-point scale in which the opposite ends have one- or two-word adjectives that have opposite meanings.

Correct Answer
verified

In the world of marketing,________ are ideas about products or services.

Correct Answer
verified

When First Western Bank sent surveys via mail to its savings accounts-only customers to ask why they did not also have checking accounts and credit cards with First Western,they were gathering ________ data.

Correct Answer
verified

List the elements of an information technology system used to help answer marketing questions.

Correct Answer
verified
An information technology system used to...
View Answer

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

Correct Answer
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In marketing research,sampling refers to

Correct Answer
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The principal ways to collect new or primary data for a marketing study are by watching people and by asking them questions.Give two examples of each method.

Correct Answer
verified
Observing people includes watching how p...
View Answer

Facts and figures obtained by watching,either mechanically or in person,how people actually behave are referred to as ________ data.

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

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

Correct Answer
verified

Trend extrapolation involves

Correct Answer
verified

A special kind of individual interview in which researchers ask lengthy,free-flowing kinds of questions to probe for underlying ideas and feelings is called a

Correct Answer
verified

Several marketing data services provide information on household demographics and lifestyle,purchases,TV viewing behavior,responses to promotions,and social media use.The principal advantage of these services is that

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

One objective in the marketing research Jeff Gerst,who manages the Carmex social media properties,undertook using Facebook involved

Correct Answer
verified

Briefly explain what a marketing experiment is.Include the definitions of dependent and independent variables and give examples of each.

Correct Answer
verified
An experiment involves obtaining data by...
View Answer

Figure 8-4,Question 5 -What kind of question is the following? "Place an 'X' in the space that describes your view of this test." Easy __ Difficult

Correct Answer
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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

Exam 8: Marketing Research: From Customer Insights to Actions

The extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions is referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Figure 8-4,Question 5 -A(n) ________ scale is a five-point scale in which the opposite ends have one- or two-word adjectives that have opposite meanings.

Correct AnswerverifiedShow Answer

In the world of marketing,________ are ideas about products or services.

Correct AnswerverifiedShow Answer

When First Western Bank sent surveys via mail to its savings accounts-only customers to ask why they did not also have checking accounts and credit cards with First Western,they were gathering ________ data.

Correct AnswerverifiedShow Answer

List the elements of an information technology system used to help answer marketing questions.

Correct AnswerverifiedAn information technology system used to...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

In marketing research,sampling refers to

Correct AnswerverifiedShow Answer

The principal ways to collect new or primary data for a marketing study are by watching people and by asking them questions.Give two examples of each method.

Correct AnswerverifiedObserving people includes watching how p...View AnswerShow Answer

Facts and figures obtained by watching,either mechanically or in person,how people actually behave are referred to as ________ data.

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

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

Correct AnswerverifiedShow Answer

Trend extrapolation involves

Correct AnswerverifiedShow Answer

A special kind of individual interview in which researchers ask lengthy,free-flowing kinds of questions to probe for underlying ideas and feelings is called a

Correct AnswerverifiedShow Answer

Several marketing data services provide information on household demographics and lifestyle,purchases,TV viewing behavior,responses to promotions,and social media use.The principal advantage of these services is that

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

One objective in the marketing research Jeff Gerst,who manages the Carmex social media properties,undertook using Facebook involved

Correct AnswerverifiedShow Answer

Briefly explain what a marketing experiment is.Include the definitions of dependent and independent variables and give examples of each.

Correct AnswerverifiedAn experiment involves obtaining data by...View AnswerShow Answer

Figure 8-4,Question 5 -What kind of question is the following? "Place an 'X' in the space that describes your view of this test." Easy __ __ __ __ __ Difficult

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

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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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An information technology system used to...
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Correct Answer
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Correct Answer
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Correct Answer
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Observing people includes watching how p...
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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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Correct Answer
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Correct Answer
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An experiment involves obtaining data by...
View Answer

Figure 8-4,Question 5 -What kind of question is the following? "Place an 'X' in the space that describes your view of this test." Easy __ Difficult

Correct Answer
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Correct Answer
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