Question 1

All of the following are downsides to data mining except which?

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 2

The first step of the marketing research approach is to

Accepted Answer

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

Question 3

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) C) and D)

Question 4

Carma Laboratories,Inc.,the maker of Carmex lip balm,used __________ to conduct marketing research to understand the nature of online conversations about lip balm.

Accepted Answer

A)   ethnographic research
B)   depth interviews
C)   focus groups
D)   social media
E)   telephone surveysF) A) and C)
G) B) and E)

Question 5

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

Question 6

The retail mall owner told a marketing researcher,"We have the option of staying open late twice a week or opening up an hour early every day.We need to know which will be most profitable since we cannot do both.The decision must be made in 11 weeks and we only have $10,000 budgeted for this research project." In which step of the marketing research process would the owner determine this budget and time frame?

Accepted Answer

A)   Define the problem.
B)   Develop the research plan.
C)   Collect relevant information.
D)   Develop findings and recommendations.
E)   Take marketing actions.F) B) and E)
G) None of the above

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 C)
G) A) and B)

Question 8

After defining the problem,the next step in the five-step marketing research approach is to

Accepted Answer

A)   develop the research plan.
B)   evaluate the results.
C)   examine the alternatives.
D)   list the variables.
E)   conduct the experiment.F) A) and B)
G) A) and C)

Question 9

Determining how to collect the data occurs during which step of the five-step marketing research approach?

Accepted Answer

A)   define the problem
B)   collect relevant information
C)   develop the research plan
D)   develop findings
E)   take marketing actionsF) None of the above
G) A) and B)

Question 10

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 D)
G) B) and D)

Question 11

Many consumers buy soft drinks and potato chips together when they shop at a grocery,convenience,or mass merchandiser store.But when querying its marketing information system (MIS) ,one convenience store discovered that when consumers bought a sandwich,many also purchased toothpaste.This information was obtained from checkout scanner data from its stores nationwide.This convenience store used __________ to extract this hidden information from its MIS to find the statistical link between the two product categories.

Accepted Answer

A)   linear trend extrapolation
B)   heuristic modeling
C)   data mining
D)   descriptive research
E)   RFID dataF) B) and C)
G) A) and E)

Question 12

Figure 7-2 
-Figure 7-2 shows that primary data may be divided into three related parts.If C represents data collected from mechanical,personal,or neuromarketing methods,which type of data is C?

Accepted Answer

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

Question 13

Test screenings and tracking studies are examples of market research techniques used in the movie industry to

Accepted Answer

A)   estimate a production company's potential market share.
B)   identify prospective nominees for industry awards such as the Oscars.
C)   create an advance market for the movie's DVD release regardless of whether it is successful in its theater release or not.
D)   identify possible story lines and/or plots for future movie ventures.
E)   reduce uncertainty and improve marketing actions.F) A) and B)
G) None of the above

Question 14

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

Question 15

Which of the following is not a disadvantage of online surveys?

Accepted Answer

A)   E-mail surveys may be viewed as junk.
B)   The cost to set up and administer them is high.
C)   Some potential respondents have a pop-up blocker that prohibits a browser from opening a separate window that contains the survey.
D)   Without the necessary technology, respondents can complete the survey multiple times, creating a significant bias in the results.
E)   Some potential respondents may employ spam blockers.F) A) and E)
G) D) and E)

Question 16

Figure 7-2 
-Figure 7-2 shows that secondary data may be divided into two related parts.If Box A represents marketing input and outcome data (budgets,call reports,customer communications,etc.) ,which type of data is A?

Accepted Answer

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

Question 17

Secondary data are the

Accepted Answer

A)   facts and figures that have already been recorded before the project at hand.
B)   facts and figures that are newly collected for the project at hand.
C)   facts and figures obtained by watching people mechanically rather than in person.
D)   facts and figures obtained by asking people questions through the use of information technology.
E)   conclusions developed from information obtained from a representative sample of a population.F) B) and D)
G) A) and D)

Question 18

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 B)
G) B) and E)

Question 19

Good marketing research requires great care especially because of inherent difficulties in asking consumers questions.What are the three basic problems faced by marketing researchers when trying to assess consumers' willingness to buy products or services with which they are not familiar?

Accepted Answer

Inherent difficulties in asking the cons...

Question 20

Penningtons Superstore,which specializes in plus-size fashions for women,wanted to determine if it should add a line of plus-size junior wear.The following statement reflects which step in the five-step marketing research approach? "To compare the effectiveness of offering products for the teenage market in our current stores versus opening separate stores targeted directly to this market,let's distribute questionnaires to current shoppers and solicit their opinions,set up some focus groups with plus-size teens,and locate any relevant secondary research."

Accepted Answer

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

Exam 7: Marketing Research: From Customer Insights to Actions

Secondary data are the

Correct Answer
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Correct Answer
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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 Answer
verified

The first step of the marketing research approach is to

Correct Answer
verified

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
verified

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

Correct Answer
verified

Figure 7-2 -Figure 7-2 shows that primary data may be divided into three related parts.If C represents data collected from mechanical,personal,or neuromarketing methods,which type of data is C?

Correct Answer
verified

All of the following are downsides to data mining except which?

Correct Answer
verified

Which of the following is not a disadvantage of online surveys?

Correct Answer
verified

Figure 7-2 -Figure 7-2 shows that secondary data may be divided into two related parts.If Box A represents marketing input and outcome data (budgets,call reports,customer communications,etc.) ,which type of data is A?

Correct Answer
verified

Test screenings and tracking studies are examples of market research techniques used in the movie industry to

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

Determining how to collect the data occurs during which step of the five-step marketing research approach?

Correct Answer
verified

Correct Answer
verified

Good marketing research requires great care especially because of inherent difficulties in asking consumers questions.What are the three basic problems faced by marketing researchers when trying to assess consumers' willingness to buy products or services with which they are not familiar?

Correct Answer
verified
Inherent difficulties in asking the cons...
View Answer

Correct Answer
verified

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

Correct Answer
verified

After defining the problem,the next step in the five-step marketing research approach is to

Correct Answer
verified

Carma Laboratories,Inc.,the maker of Carmex lip balm,used __________ to conduct marketing research to understand the nature of online conversations about lip balm.

Correct Answer
verified

Decision making is the act of

Correct Answer
verified

Exam 7: Marketing Research: From Customer Insights to Actions

Secondary data are the

Correct AnswerverifiedShow Answer

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

The first step of the marketing research approach is to

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

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

Correct AnswerverifiedShow Answer

Figure 7-2 -Figure 7-2 shows that primary data may be divided into three related parts.If C represents data collected from mechanical,personal,or neuromarketing methods,which type of data is C?

Correct AnswerverifiedShow Answer

All of the following are downsides to data mining except which?

Correct AnswerverifiedShow Answer

Which of the following is not a disadvantage of online surveys?

Correct AnswerverifiedShow Answer

Figure 7-2 -Figure 7-2 shows that secondary data may be divided into two related parts.If Box A represents marketing input and outcome data (budgets,call reports,customer communications,etc.) ,which type of data is A?

Correct AnswerverifiedShow Answer

Test screenings and tracking studies are examples of market research techniques used in the movie industry to

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

Determining how to collect the data occurs during which step of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Good marketing research requires great care especially because of inherent difficulties in asking consumers questions.What are the three basic problems faced by marketing researchers when trying to assess consumers' willingness to buy products or services with which they are not familiar?

Correct AnswerverifiedInherent difficulties in asking the cons...View AnswerShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

After defining the problem,the next step in the five-step marketing research approach is to

Correct AnswerverifiedShow Answer

Carma Laboratories,Inc.,the maker of Carmex lip balm,used __________ to conduct marketing research to understand the nature of online conversations about lip balm.

Correct AnswerverifiedShow Answer

Decision making is the act of

Correct AnswerverifiedShow Answer

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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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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Inherent difficulties in asking the cons...
View 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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