Question 1

Based on __________,the Campbell Soup Co.changed the labels of most of its soup cans.

Accepted Answer

A)   external secondary data, an article in the Journal of Consumer Behavior on ethnographic research
B)   social media Facebook comments and Twitter tweets analysis
C)   internal secondary data, sales reports on soup sales by flavor and package type (can or microwave bowl) 
D)   neuromarketing studies
E)   online/e-mail questionnairesF) A) and B)
G) C) and D)

Question 2

One test of whether marketing research should be done is if

Accepted Answer

A)   different outcomes will lead to different marketing actions.
B)   multiple changes can be implemented simultaneously.
C)   interpreting the data can be done using a jury of executive opinions.
D)   the decision to undertake it is unanimous.
E)   there is a budget for the research.F) C) and E)
G) All of the above

Question 3

All of the following are examples of marketing outcome data except which?

Accepted Answer

A)   customer phone calls
B)   repeat sales reports
C)   accounting records
D)   salespeople's call reports
E)   sales reports by geographic regionF) A) and E)
G) A) and C)

Question 4

A disadvantage of a __________ is that the marketing research firm needs to recruit new members continually to replace those who drop out.

Accepted Answer

A)   representative group
B)   mall intercept interviews
C)   focus group
D)   survey of experts
E)   panelF) C) and E)
G) A) and D)

Question 5

Briefly explain what a marketing driver is.Give three examples.

Accepted Answer

A marketing driver is a factor that infl...

Question 6

Martin Lindstrom used __________ to analyze buying processes and presented the findings of his research in his book Buyology.

Accepted Answer

A)   genealogy
B)   brain scanning
C)   astrology
D)   biochemistry
E)   numerologyF) A) and C)
G) C) and D)

Question 7

In a decision,the restrictions placed on potential solutions to a problem are referred to as

Accepted Answer

A)   objectives.
B)   inhibitors.
C)   dependent variables.
D)   obstructions.
E)   constraints.F) C) and D)
G) B) and D)

Question 8

What are the two most common constraints in marketing problem solving?

Accepted Answer

A)   limitations of personnel and office space
B)   limitations of the strategic thinking and creativity of the firm's advertising agency
C)   limitations on the time and money available
D)   government regulations and rights to privacy
E)   limitations on access to upper and middle managementF) A) and B)
G) B) and D)

Question 9

Secondary data can be divided into two parts:

Accepted Answer

A)   primary data and empirical data.
B)   empirical data and secondary data.
C)   tertiary data and demographic data.
D)   demographic data and observational data.
E)   internal secondary data and external secondary data.F) C) and D)
G) A) and B)

Question 10

Figure 7-4: Question 5

-Consider Figure 7-4: Question 5,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 5 illustrates which type of question format?

Accepted Answer

A)   dichotomous
B)   open-ended
C)   Likert scale
D)   semantic differential scale
E)   attitudinalF) None of the above
G) A) and E)

Question 11

Melanie manages a local store for a national drugstore chain and had received complaints from several customers about rude employees.To check on her customer service,Melanie hired a team of researchers,who posed as customers shopping in the store.Occasionally,they bought something,but their primary purpose was to take notes and record the actions of the service staff.The research information Melanie received was a form of __________ data.

Accepted Answer

A)   secondary
B)   developmental
C)   observational
D)   national
E)   questionnaireF) A) and D)
G) B) and E)

Question 12

Obtaining secondary data occurs during which step of the five-step marketing research approach?

Accepted Answer

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

Question 13

In trend extrapolation,the forecasting technique that involves using a straight line is called

Accepted Answer

A)   causal analysis.
B)   non-parametric regression.
C)   planning gap analysis.
D)   infinite dimension.
E)   linear trend extrapolation.F) A) and C)
G) All of the above

Question 14

A disadvantage of the mall intercept interview method is

Accepted Answer

A)   the difficulty in finding qualified interviewers to work at relatively low salaries.
B)   the lack of reliability due to changes in customer traffic during holidays.
C)   the ill will it creates with shoppers who are in a hurry or looking for a relaxing mall experience.
D)   the people selected may not be representative of the target market.
E)   the people only participate to receive something in return, so their answers are often biased.F) D) and E)
G) A) and E)

Question 15

Considering the two main types of data,if facts and figures are newly collected for a project,which type of data is being collected?

Accepted Answer

A)   internal primary data
B)   secondary data
C)   external primary data
D)   primary data
E)   internal secondary dataF) A) and E)
G) D) and E)

Question 16

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

Question 17

What is a panel?
 How is it used in marketing research?
 What disadvantages are associated with panels?

Accepted Answer

A panel is a sample of consumers or stor...

Question 18

Data refers to the

Accepted Answer

A)   subjective psychographic feelings collected by an organization upon which it bases subsequent marketing actions.
B)   objective demographic characteristics collected by an organization upon which it bases subsequent marketing actions.
C)   facts and figures related to the problem that are divided into two main parts: secondary data and primary data.
D)   information collected by a source other than the company itself used to determine the best possible solution to a marketing problem.
E)   facts and figures related to the problem that are only available for purchase from the federal government.F) A) and C)
G) All of the above

Question 19

Experiments often use marketing drivers from which of the four Ps?

Accepted Answer

A)   product, price, and place only
B)   product, promotion, and people only
C)   product features only
D)   product features and price only
E)   product features, price, or promotionF) A) and E)
G) B) and E)

Question 20

Children's accessory and toy store Red Carpet Baby! uses U.S.Census Bureau information to determine the number of families with children under age 5 for each state in its market area.Data obtained from this source are called

Accepted Answer

A)   proprietary data.
B)   primary data.
C)   secondary data.
D)   observational data.
E)   experimental data.F) B) and E)
G) A) and B)

Exam 7: Marketing Research: From Customer Insights to Actions

A disadvantage of a __________ is that the marketing research firm needs to recruit new members continually to replace those who drop out.

Correct Answer
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All of the following are examples of marketing outcome data except which?

Correct Answer
verified

A disadvantage of the mall intercept interview method is

Correct Answer
verified

In a decision,the restrictions placed on potential solutions to a problem are referred to as

Correct Answer
verified

Correct Answer
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One test of whether marketing research should be done is if

Correct Answer
verified

Correct Answer
verified

Based on __________,the Campbell Soup Co.changed the labels of most of its soup cans.

Correct Answer
verified

Briefly explain what a marketing driver is.Give three examples.

Correct Answer
verified
A marketing driver is a factor that infl...
View Answer

What is a panel? How is it used in marketing research? What disadvantages are associated with panels?

Correct Answer
verified
A panel is a sample of consumers or stor...
View Answer

In trend extrapolation,the forecasting technique that involves using a straight line is called

Correct Answer
verified

Secondary data can be divided into two parts:

Correct Answer
verified

Experiments often use marketing drivers from which of the four Ps?

Correct Answer
verified

What are the two most common constraints in marketing problem solving?

Correct Answer
verified

Figure 7-4: Question 5 -Consider Figure 7-4: Question 5,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 5 illustrates which type of question format?

Correct Answer
verified

Children's accessory and toy store Red Carpet Baby! uses U.S.Census Bureau information to determine the number of families with children under age 5 for each state in its market area.Data obtained from this source are called

Correct Answer
verified

Martin Lindstrom used __________ to analyze buying processes and presented the findings of his research in his book Buyology.

Correct Answer
verified

Obtaining secondary data occurs during which step of the five-step marketing research approach?

Correct Answer
verified

Considering the two main types of data,if facts and figures are newly collected for a project,which type of data is being collected?

Correct Answer
verified

Data refers to the

Correct Answer
verified

Exam 7: Marketing Research: From Customer Insights to Actions

A disadvantage of a __________ is that the marketing research firm needs to recruit new members continually to replace those who drop out.

Correct AnswerverifiedShow Answer

All of the following are examples of marketing outcome data except which?

Correct AnswerverifiedShow Answer

A disadvantage of the mall intercept interview method is

Correct AnswerverifiedShow Answer

In a decision,the restrictions placed on potential solutions to a problem are referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

One test of whether marketing research should be done is if

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Based on __________,the Campbell Soup Co.changed the labels of most of its soup cans.

Correct AnswerverifiedShow Answer

Briefly explain what a marketing driver is.Give three examples.

Correct AnswerverifiedA marketing driver is a factor that infl...View AnswerShow Answer

What is a panel? How is it used in marketing research? What disadvantages are associated with panels?

Correct AnswerverifiedA panel is a sample of consumers or stor...View AnswerShow Answer

In trend extrapolation,the forecasting technique that involves using a straight line is called

Correct AnswerverifiedShow Answer

Secondary data can be divided into two parts:

Correct AnswerverifiedShow Answer

Experiments often use marketing drivers from which of the four Ps?

Correct AnswerverifiedShow Answer

What are the two most common constraints in marketing problem solving?

Correct AnswerverifiedShow Answer

Figure 7-4: Question 5 -Consider Figure 7-4: Question 5,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 5 illustrates which type of question format?

Correct AnswerverifiedShow Answer

Children's accessory and toy store Red Carpet Baby! uses U.S.Census Bureau information to determine the number of families with children under age 5 for each state in its market area.Data obtained from this source are called

Correct AnswerverifiedShow Answer

Martin Lindstrom used __________ to analyze buying processes and presented the findings of his research in his book Buyology.

Correct AnswerverifiedShow Answer

Obtaining secondary data occurs during which step of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

Considering the two main types of data,if facts and figures are newly collected for a project,which type of data is being collected?

Correct AnswerverifiedShow Answer

Data refers to the

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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A marketing driver is a factor that infl...
View Answer

Correct Answer
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A panel is a sample of consumers or stor...
View 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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