Question 1

In marketing experiments, the independent variables of interest, sometimes called the marketing __________, are often one or more of the marketing mix elements.

Accepted Answer

A)  factors
B)  drivers
C)  forces
D)  actions
E)  causalitiesF) C) and E)
G) A) and C)

Question 2

The type of question you are answering right now is an example of __________ question.

Accepted Answer

A)  a Likert scale
B)  a dichotomous
C)  an open-ended
D)  a fixed alternative
E)  a semantic differentialF) C) and D)
G) A) and E)

Question 3

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to deal with claims. It wants to introduce its product into new markets, but before it does so, it wants to predict how successful its sales efforts will be. The marketing research firm hired to conduct the research study has six months to gather, analyze, and present its data to DirectProtect. The required time frame is an example of

Accepted Answer

A)  a dependent variable.
B)  an obstruction.
C)  an objective.
D)  a constraint.
E)  an independent variable.F) None of the above
G) B) and E)

Question 4

The National Health Interview Survey is conducted annually by the Centers for Disease Control and Prevention. By examining information gathered from a national sample of 600 respondents throughout the United States, it was able to announce that 14.1 percent of all Americans lacked health insurance. To make this statement, the Centers for Disease Control and Prevention had to use

Accepted Answer

A)  focus groups.
B)  no constraints.
C)  internal secondary data.
D)  statistical inference.
E)  interpolation.F) C) and E)
G) C) and D)

Question 5

The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions is referred to as

Accepted Answer

A)  marketing enquiry.
B)  strategic intelligence.
C)  data mining.
D)  marketing tactics.
E)  marketing research.F) B) and D)
G) C) and D)

Question 6

Even though primary data can be especially valuable to an individual firm, secondary data are often used because

Accepted Answer

A)  secondary data are much more up-to-date and tailored to a specific firm or industry.
B)  secondary data, although far more expensive, are also much more reliable.
C)  primary data are usually more costly and time-consuming to collect.
D)  primary data can be accessed by virtually anyone so the information generated loses much of its value.
E)  primary data are less fact and figure based; they are more subjective and therefore more vulnerable to misinterpretation.F) B) and D)
G) B) and C)

Question 7

Which of the following statements concerning personal observation is most accurate?

Accepted Answer

A)  Personal observation is more accurate than ethnopsychic research because the observer/analyst is able to pick up subtleties in the respondent's body language, speech patterns, and facial movements that are often missed by other data collection methods.
B)  Personal observation is especially suited for small businesses that need the research data but cannot afford more expensive data collection methods.
C)  Personal observation is very effective since it can reveal not only what people do, but also effectively determine why they do it.
D)  Personal observation is both useful and flexible, but has reliability issues if different observers watching the same event report different results.
E)  With personal observation, different observers will reliably report the same conclusions when watching the same event, such as people brushing their teeth.F) A) and B)
G) A) and C)

Question 8

Before its production, LEGO Group marketing managers developed a __________ for the innovative MINDSTORMS

Accepted Answer

A)  virtual concept
B)  product substitute
C)  product hypothesis
D)  new-feature matrices
E)  new-product conceptF) A) and D)
G) A) and E)

Question 9

The Economic Research Service of the U.S. Department of Agriculture provides information on topics from how many dairies there are in the United States to how many pounds of broccoli were eaten per person in 2013. This service provides

Accepted Answer

A)  internal primary data.
B)  nonprobability sampling tools.
C)  internal secondary data.
D)  external secondary data.
E)  external primary data.F) D) and E)
G) All of the above

Question 10

If a marketing manager queries a marketing information system to determine the effect of three different levels of price for a new product, he is using

Accepted Answer

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

Question 11

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

Accepted Answer

A)  have no legal restrictions.
B)  create a sense of mystery.
C)  use devices such as alliteration or rhyme.
D)  create a sense of familiarity.
E)  be creative.F) B) and D)
G) A) and B)

Question 12

The U.S. Census Bureau publishes the __________, which is conducted every five years and contains detailed information on the number and sales of U.S. establishments that produce goods or resources.

Accepted Answer

A)  North American Industry Classification System
B)  Economic Census
C)  Annual Survey of Manufacturers
D)  Annual Wholesale Trade Survey
E)  Survey of Business OwnersF) A) and B)
G) B) and D)

Question 13

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 change in sales is the __________ in this three-month experiment.

Accepted Answer

A)  constraint
B)  dependent variable
C)  decision task
D)  control
E)  independent variableF) B) and E)
G) C) and D)

Question 14

Penningtons Superstore specializes in plus-size fashions for women. It recognized a potential marketing opportunity in plus-size junior clothes and was considering adding a line of teen plus sizes to its 117 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

Accepted Answer

A)  collecting secondary data.
B)  finding primary research candidates to interview.
C)  meeting the time deadline.
D)  establishing measures of success.
E)  locating age-appropriate styles in plus sizes.F) B) and E)
G) A) and E)

Question 15

What marketing metric determines whether a TV program such as American Idol remains on the Fox broadcast TV network?

Accepted Answer

A)  appeal
B)  cost per ad
C)  rating
D)  poll
E)  frequencyF) A) and C)
G) A) and B)

Question 16

All of the following are downsides to data mining except

Accepted Answer

A)  some of the information found on the Internet is factually incorrect.
B)  personal, private data on most Americans are available on the Internet.
C)  it is easy for almost anyone to find out your personal information through both online and offline sources.
D)  you can use the Internet to find out which companies are obtaining your personal data.
E)  many firms obtain personal, private data by placing cookies on a person's computer or use tracking apps to forward location information from a user's mobile phone.F) A) and D)
G) A) and E)

Question 17

When the pattern of trend extrapolation is a straight line, the line identified indicates a

Accepted Answer

A)  causal analysis.
B)  non-parametric regression.
C)  curvilinear extrapolation.
D)  linear trend extrapolation forecast.
E)  sales regression.F) C) and E)
G) A) and B)

Question 18

Several marketing data services provide information on household demographics and lifestyle, purchases, TV viewing behavior, etc. The principle advantage of these services is that

Accepted Answer

A)  one service can collect, analyze, interrelate, and present this 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 B)
G) None of the above

Question 19

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 E)
G) None of the above

Question 20

All of the following are examples of marketing input data except

Accepted Answer

A)  advertising budgets.
B)  call reports.
C)  accounting records.
D)  sales budgets.
E)  advertising expenses.F) B) and C)
G) All of the above

Exam 8: Marketing Research: From Customer Insights to Actions

Several marketing data services provide information on household demographics and lifestyle, purchases, TV viewing behavior, etc. The principle advantage of these services is that

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

What marketing metric determines whether a TV program such as American Idol remains on the Fox broadcast TV network?

Correct Answer
verified

The type of question you are answering right now is an example of __________ question.

Correct Answer
verified

Even though primary data can be especially valuable to an individual firm, secondary data are often used because

Correct Answer
verified

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 change in sales is the __________ in this three-month experiment.

Correct Answer
verified

All of the following are examples of marketing input data except

Correct Answer
verified

When the pattern of trend extrapolation is a straight line, the line identified indicates a

Correct Answer
verified

Before its production, LEGO Group marketing managers developed a __________ for the innovative MINDSTORMS

Correct Answer
verified

In marketing experiments, the independent variables of interest, sometimes called the marketing __________, are often one or more of the marketing mix elements.

Correct Answer
verified

The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions is referred to as

Correct Answer
verified

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

Correct Answer
verified

The Economic Research Service of the U.S. Department of Agriculture provides information on topics from how many dairies there are in the United States to how many pounds of broccoli were eaten per person in 2013. This service provides

Correct Answer
verified

Which of the following statements concerning personal observation is most accurate?

Correct Answer
verified

All of the following are downsides to data mining except

Correct Answer
verified

Correct Answer
verified

The U.S. Census Bureau publishes the __________, which is conducted every five years and contains detailed information on the number and sales of U.S. establishments that produce goods or resources.

Correct Answer
verified

If a marketing manager queries a marketing information system to determine the effect of three different levels of price for a new product, he is using

Correct Answer
verified

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

Several marketing data services provide information on household demographics and lifestyle, purchases, TV viewing behavior, etc. The principle advantage of these services is that

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

What marketing metric determines whether a TV program such as American Idol remains on the Fox broadcast TV network?

Correct AnswerverifiedShow Answer

The type of question you are answering right now is an example of __________ question.

Correct AnswerverifiedShow Answer

Even though primary data can be especially valuable to an individual firm, secondary data are often used because

Correct AnswerverifiedShow Answer

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 change in sales is the __________ in this three-month experiment.

Correct AnswerverifiedShow Answer

All of the following are examples of marketing input data except

Correct AnswerverifiedShow Answer

When the pattern of trend extrapolation is a straight line, the line identified indicates a

Correct AnswerverifiedShow Answer

Before its production, LEGO Group marketing managers developed a __________ for the innovative MINDSTORMS

Correct AnswerverifiedShow Answer

In marketing experiments, the independent variables of interest, sometimes called the marketing __________, are often one or more of the marketing mix elements.

Correct AnswerverifiedShow Answer

The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions is referred to as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The Economic Research Service of the U.S. Department of Agriculture provides information on topics from how many dairies there are in the United States to how many pounds of broccoli were eaten per person in 2013. This service provides

Correct AnswerverifiedShow Answer

Which of the following statements concerning personal observation is most accurate?

Correct AnswerverifiedShow Answer

All of the following are downsides to data mining except

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The U.S. Census Bureau publishes the __________, which is conducted every five years and contains detailed information on the number and sales of U.S. establishments that produce goods or resources.

Correct AnswerverifiedShow Answer

If a marketing manager queries a marketing information system to determine the effect of three different levels of price for a new product, he is using

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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