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Exam 7: Marketing Research: From Customer Insights to Actions

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Question 121

Multiple Choice

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If a researcher is concerned that data may be out of date or the parameters may not entirely suit the project,which type of data is this likely to be?

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

F) B) and D)
G) D) and E)

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Question 122

Multiple Choice

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Marketing managers must use the combination of data,technology,and analytics to convert the data into useful information that will answer marketing questions and lead to effective marketing actions.Organizations that accomplish this successfully are often referred to as

A) an external data source specialist.
B) a results-oriented enterprise.
C) an intelligent enterprise.
D) an internal data source user.
E) an information entrepreneur.

F) D) and E)
G) B) and D)

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Question 123

Multiple Choice

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Figure 7-2 -Figure 7-2 shows that primary data may be divided into three related parts.If D represents data collected from individual interviews,focus groups,or online surveys,which type of data is D?

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

Figure 7-2 -Figure 7-2 shows that secondary data may be divided into two related parts.If B represents data collected from the U.S.Census Bureau,trade association studies,business periodicals,etc.,which type of data is B?

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.

All of the following are sources of primary data except which?

The U.S.Census Bureau website

What type of experiment is conducted when a food company offers a product for sale in a small geographic area to help it evaluate potential marketing actions?

A survey asked consumers of dental products the following question "Have you used toothpaste in the past week? ___ Yes ___ No." The results of this question show that 92.6 percent of the people in New York City have used toothpaste in the past week and 87.2 percent of people in Los Angeles have used toothpaste during the same period.This information was gathered by using which type of question?

A direct forecast involves estimating the value to be forecast and

Set during the marketing research process,__________ are the specific,measurable goals the decision maker seeks to achieve in conducting the marketing research.

Data from internal and external sources are stored,organized,and managed in databases.Collectively,these databases form a

Jeff Gerst,who manages the Carmex social media properties,says,"For Carmex,Facebook isn't just a way to share coupons or the latest product news,but it is also a marketing research resource." One objective in the marketing research he undertook using Facebook involved

Implementing recommendations occurs during which step of the five-step marketing research approach?

Members of the Book Promoters Association of Canada recently questioned what could be done to rejuvenate the Canadian book publishing industry.Some claimed the problem was that many Canadian bookstores had been replaced by Amazon.com.Others said the problem was stodgy advertising.Still others believed the problem was small budgets for marketing programs.The best way to identify the problem would be to use

Figure 7-4: Question 2 -Consider Figure 7-4: Question 2,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 2 illustrates which type of question format?

Another name for a closed-end question is a __________ question.

Marketing researchers have observed that today we live in an era of data deluge.The challenge facing managers is not data collection or even storage but how to

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