Question 1

__________ are revolutionizing not only the way people connect with each other but also the way today's products are advertised and sold.

Accepted Answer

A)  Internet portals
B)  Social media
C)  Wikis
D)  Virtual focus groups
E)  E-journalsF) None of the above
G) All of the above

Question 2

The fourth step of 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) B) and E)
G) A) and B)

Question 3

Sampling and statistical inference are special __________, which are vital in marketing research to solve all or part of a problem.

Accepted Answer

A)  systems
B)  styles
C)  methods
D)  manners
E)  modesF) B) and E)
G) A) and D)

Question 4

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) C) and D)
G) A) and B)

Question 5

Data collected from mechanical observations through the use of __________ are analyzed to prepare Nielsen's Nielsen Television Index Ranking Report.

Accepted Answer

A)  a "people meter"
B)  neuromarketing
C)  a bot
D)  a DVR
E)  streaming videoF) A) and E)
G) C) and D)

Question 6

When Fisher-Price managers attempted to redesign its classic toy, the Chatter Telephone, they considered adding a noisemaker, wheels, and eyes to a basic plastic telephone, and thus they developed several

Accepted Answer

A)  virtual prototypes.
B)  product substitutes.
C)  product hypotheses.
D)  new-product concepts.
E)  new-feature matrices.F) A) and E)
G) B) and D)

Question 7

What is the basic difference between primary and secondary data, and what are the advantages and disadvantages of each?

Accepted Answer

Secondary data are facts and figures tha...

Question 8

A collection of databases, or __________, is where a firm's marketing data are stored.

Accepted Answer

A)  data vault
B)  data depot
C)  data warehouse
D)  data storehouse
E)  data stockroomF) A) and B)
G) C) and D)

Question 9

Consider how marketing researchers and managers use information technology to turn information into marketing actions. Using this platform, marketers can use sensitivity analysis to ask _____________ to determine how hypothetical changes in product or brand drivers.

Accepted Answer

A)  "what if" questions
B)  results-oriented questions
C)  data warehouse questions
D)  internal data questions
E)  buying behavior questionsF) A) and B)
G) B) and C)

Question 10

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

Question 11

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

Question 12

If a researcher is concerned that data may be out of date or the parameters may not entirely suit the project, which type of data is this likely to be?

Accepted Answer

A)  questionnaire data
B)  mined data
C)  internal secondary data
D)  external secondary data
E)  observational dataF) A) and E)
G) A) and D)

Question 13

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

Question 14

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) All of the above
G) B) and D)

Question 15

Red Carpet Baby! a children's accessory and toy store, is considering expanding the size of the store. The manager queries its marketing database to understand how a change in square footage might impact sales. She is performing

Accepted Answer

A)  a marketing action analysis.
B)  an environmental scan.
C)  a situational analysis.
D)  a sensitivity analysis.
E)  a problem search.F) C) and E)
G) B) and D)

Question 16

When conducting marketing experiments, the independent variable often involves marketing mix elements such as product features or coupons, while dependent variables often include

Accepted Answer

A)  elements of the environmental forces that cannot be controlled.
B)  changes in channels of distribution or pricing.
C)  elements of the marketing mix that cannot be manipulated.
D)  the primary experimental hypothesis.
E)  changes in purchases such as dollar or unit sales of individuals or organizations.F) A) and E)
G) B) and E)

Question 17

__________ 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.

Accepted Answer

A)  Personal interview
B)  Online
C)  Telephone
D)  Fax
E)  MailF) C) and E)
G) A) and B)

Question 18

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)  craze
E)  tendencyF) A) and E)
G) None of the above

Question 19

A fixed alternative question with three or more choices uses

Accepted Answer

A)  a frequency distribution.
B)  a scale.
C)  a measure of success.
D)  an open-ended question.
E)  a constraint.F) A) and E)
G) C) and E)

Question 20

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

Exam 8: Marketing Research: From Customer Insights to Actions

A collection of databases, or __________, is where a firm's marketing data are stored.

Correct AnswerverifiedShow Answer

When conducting marketing experiments, the independent variable often involves marketing mix elements such as product features or coupons, while dependent variables often include

Correct AnswerverifiedShow Answer

Consider how marketing researchers and managers use information technology to turn information into marketing actions. Using this platform, marketers can use sensitivity analysis to ask _____________ to determine how hypothetical changes in product or brand drivers.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Data collected from mechanical observations through the use of __________ are analyzed to prepare Nielsen's Nielsen Television Index Ranking Report.

Correct AnswerverifiedShow Answer

A fixed alternative question with three or more choices uses

Correct AnswerverifiedShow Answer

Sampling and statistical inference are special __________, which are vital in marketing research to solve all or part of a problem.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Red Carpet Baby! a children's accessory and toy store, is considering expanding the size of the store. The manager queries its marketing database to understand how a change in square footage might impact sales. She is performing

Correct AnswerverifiedShow Answer

If a researcher is concerned that data may be out of date or the parameters may not entirely suit the project, which type of data is this likely to be?

Correct AnswerverifiedShow 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

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

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

A direct forecast involves estimating the value to be forecast and

Correct AnswerverifiedShow Answer

__________ 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.

Correct AnswerverifiedShow Answer

When Fisher-Price managers attempted to redesign its classic toy, the Chatter Telephone, they considered adding a noisemaker, wheels, and eyes to a basic plastic telephone, and thus they developed several

Correct AnswerverifiedShow Answer

What is the basic difference between primary and secondary data, and what are the advantages and disadvantages of each?

Correct AnswerverifiedSecondary data are facts and figures tha...View AnswerShow Answer

__________ are revolutionizing not only the way people connect with each other but also the way today's products are advertised and sold.

Correct AnswerverifiedShow Answer

The fourth step of the marketing research approach is to

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

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Secondary data are facts and figures tha...
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