Question 1

Explain why measures of success are important to effective decision makers and give an example of one.

Accepted Answer

Measures of success are criteria or stan...

Question 2

Lost-horse forecasting involves

Accepted Answer

A)   admitting that the actions you have taken in the past have failed and removing those and similar actions from your list of alternatives.
B)   starting with the last known value of the item being forecast, listing the factors that could affect the forecast, assessing whether they have a positive or negative impact, and making the final forecast.
C)   making decisions without any intervening steps.
D)   following a prescribed set of "directives" established before the research was even begun.
E)   selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect.F) A) and B)
G) A) and D)

Question 3

Figure 7-4: Question 3
-Consider Figure 7-4: Question 3,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 3 illustrates which type of question format?

Accepted Answer

A)   dichotomous
B)   open-ended
C)   closed-end
D)   attitudinal
E)   semantic differentialF) B) and C)
G) D) and E)

Question 4

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

Question 5

Drawing conclusions about every woman who leases a car in a particular zip code from a representative sample of 250 women in that zip code who lease a car is called

Accepted Answer

A)   probability sampling.
B)   nonprobability sampling.
C)   random sampling.
D)   statistical inference.
E)   interpolation.F) D) and E)
G) A) and C)

Question 6

What type of scale is the following? Indicate your degree of agreement with the following statement: "Marketing is an interesting subject" by checking one of the responses.( ) Strongly Agree ( ) Agree ( ) Disagree ( ) Strongly Disagree

Accepted Answer

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

Question 7

All of the following are idea generation methods for collecting questionnaire data except which?

Accepted Answer

A)   a mail survey
B)   trend hunting
C)   a focus group
D)   a depth interview
E)   an individual interviewF) B) and E)
G) D) and E)

Question 8

Likert and semantic differential are two forms of fixed alternative questions that have three or more choices and use

Accepted Answer

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

Question 9

All of the following are idea evaluation methods except which?

Accepted Answer

A)   a mail survey
B)   an online survey
C)   a focus group
D)   a telephone survey
E)   an e-mail surveyF) A) and B)
G) C) and E)

Question 10

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

Question 11

The fifth step of the marketing research approach is to

Accepted Answer

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

Question 12

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

Question 13

Mall intercept interviews refer to

Accepted Answer

A)   impersonal data collection methods in strip shopping malls.
B)   telephone interviews with consumers about their shopping center habits.
C)   scientifically selected individuals from the local community who agree to participate in a research study and are directed to meet at a specific shopping center for the interviews.
D)   focus groups located in major shopping centers.
E)   personal interviews of consumers visiting shopping centers.F) B) and D)
G) B) and C)

Question 14

When Karsh and Hagan Advertising Agency uses information found in the Nielsen Television Index Ranking Report published by Nielsen to plan television advertising schedules for its clients,it is relying on __________ data.

Accepted Answer

A)   neuromarketing
B)   primary
C)   internal secondary
D)   observational
E)   external secondaryF) B) and E)
G) A) and E)

Question 15

Making action recommendations,implementing action recommendations,and evaluating results take place during which step of the five-step marketing research approach?

Accepted Answer

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

Question 16

Marketing researchers use tracking studies immediately before an upcoming film's release to

Accepted Answer

A)   identify any factual errors or inconsistencies in the story line.
B)   nominate specific actors or actresses for industry awards.
C)   forecast a movie's opening weekend box office revenues.
D)   select the best geographical location for the movie's premiere.
E)   make changes to the movie's release based upon professional critics' reviews.F) B) and E)
G) All of the above

Question 17

Figure 7-4: Question 9
-Consider Figure 7-4: Question 9,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Which of the following statements most likely explains why Question 9 was included in the questionnaire?

Accepted Answer

A)   Wendy's wanted to know if children eat at its restaurants.
B)   Wendy's wanted to know why people have children under age 18 living at home.
C)   Wendy's can use these personal and household demographic characteristics to segment the fast-food market.
D)   Wendy's wants to know how much people earn so it knows whether it should take credit cards for purchases.
E)   Wendy's wanted to send these respondents coupons for the products that would appeal to them most.F) C) and E)
G) A) and E)

Question 18

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

Accepted Answer

Both are used with fixed alternative que...

Question 19

The data that is collected with a "people meter" and later published by Nielsen as national TV ratings are an example of __________ data when gathered.

Accepted Answer

A)   internal secondary data
B)   interactive industry data
C)   external secondary data
D)   mechanical observational data
E)   sensitivity dataF) A) and D)
G) All of the above

Question 20

"Why do you smoke cigarettes? " is an example of which type of question?

Accepted Answer

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

Exam 7: Marketing Research: From Customer Insights to Actions

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

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"Why do you smoke cigarettes? " is an example of which type of question?

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Explain why measures of success are important to effective decision makers and give an example of one.

Correct AnswerverifiedMeasures of success are criteria or stan...View AnswerShow Answer

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

Likert and semantic differential are two forms of fixed alternative questions that have three or more choices and use

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All of the following are idea generation methods for collecting questionnaire data except which?

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The fifth step of the marketing research approach is to

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Drawing conclusions about every woman who leases a car in a particular zip code from a representative sample of 250 women in that zip code who lease a car is called

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

What type of scale is the following? Indicate your degree of agreement with the following statement: "Marketing is an interesting subject" by checking one of the responses.( ) Strongly Agree ( ) Agree ( ) Disagree ( ) Strongly Disagree

Correct AnswerverifiedShow Answer

Marketing researchers use tracking studies immediately before an upcoming film's release to

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Figure 7-4: Question 9 -Consider Figure 7-4: Question 9,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Which of the following statements most likely explains why Question 9 was included in the questionnaire?

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Lost-horse forecasting involves

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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

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Figure 7-4: Question 3 -Consider Figure 7-4: Question 3,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 3 illustrates which type of question format?

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Making action recommendations,implementing action recommendations,and evaluating results take place during which step of the five-step marketing research approach?

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All of the following are idea evaluation methods except which?

Correct AnswerverifiedShow Answer

When Karsh and Hagan Advertising Agency uses information found in the Nielsen Television Index Ranking Report published by Nielsen to plan television advertising schedules for its clients,it is relying on __________ data.

Correct AnswerverifiedShow Answer

The data that is collected with a "people meter" and later published by Nielsen as national TV ratings are an example of __________ data when gathered.

Correct AnswerverifiedShow Answer

Mall intercept interviews refer to

Correct AnswerverifiedShow Answer

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Measures of success are criteria or stan...
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Both are used with fixed alternative que...
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