Question 1

When a marketing researcher uses a collection of reports,customer letters,financial statements,and surveys from different departments' archives within her firm to make marketing decisions today,she is using

Accepted Answer

A)   internal secondary data.
B)   primary data.
C)   external secondary data.
D)   sensitivity analysis.
E)   probability data.F) B) and D)
G) C) and D)

Question 2

The facts and figures obtained by asking people about their attitudes,awareness,intentions,and behaviors are referred to as

Accepted Answer

A)   internal primary data.
B)   secondary data.
C)   statistical inference.
D)   observational data.
E)   questionnaire data.F) A) and E)
G) B) and D)

Question 3

Generally,filmmakers want movie titles that are short,memorable,appealing to consumers,and have no legal restrictions.These are titles that

Accepted Answer

A)   have the same factors that make a good brand name.
B)   seem familiar.
C)   use alliterative techniques.
D)   play it safe.
E)   appeal to multiple cultures.F) A) and D)
G) B) and D)

Question 4

The third step of the marketing research approach is to

Accepted Answer

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

Question 5

Consider the Marketing Research Method Photo.What type of marketing research method is most likely being represented here,with observers behind a one-way mirror watching a discussion among people about topics of interest to marketers?

Accepted Answer

A)   individual interview
B)   questionnaire data
C)   social network
D)   information panel
E)   focus groupF) A) and D)
G) C) and D)

Question 6

The facts and figures related to a research problem are referred to as

Accepted Answer

A)   data.
B)   statistics.
C)   variables.
D)   concepts.
E)   constraints.F) D) and E)
G) C) and D)

Question 7

People posing as customers,who are paid to check on the quality of a company's products and services and write a detailed report on the experience,are referred to as

Accepted Answer

A)   mystery shoppers.
B)   customer ombudsmen.
C)   secret customers.
D)   Facebook "likers."
E)   repeat customers.F) A) and E)
G) B) and E)

Question 8

A(n) __________ involves 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.

Accepted Answer

A)   direct forecast
B)   lost-horse forecast
C)   buyers' intentions forecast
D)   indirect forecast
E)   incremental forecastF) B) and E)
G) B) and C)

Question 9

"Do you eat at fast-food restaurants regularly: Yes or No? " is worded poorly because the word "regularly" makes it __________ question.

Accepted Answer

A)   an unanswerable
B)   an ambiguous
C)   two questions in one
D)   a leading
E)   a nonmutually exclusiveF) C) and D)
G) A) and B)

Question 10

A(n) __________ question requires respondents to select one or more response options from a set of predetermined choices.

Accepted Answer

A)   depth interview
B)   open-ended
C)   fixed-alternative
D)   attitudinal
E)   semantic differentialF) B) and C)
G) None of the above

Question 11

Movie studios use market research to reduce their risk of losses by hiring firms such as the National Research Group to conduct test screenings and tracking studies.Often,300 to 400 prospective moviegoers are recruited to attend a sneak preview of a film before its release.After viewing the movie,the audience completes a survey to

Accepted Answer

A)   evaluate the quality of directing and producing.
B)   critique the title, plot, and characters.
C)   rate the performances of the individual actors and actresses.
D)   recall specific details of the plot and dialogue.
E)   compare the final film with the original script.F) A) and D)
G) B) and E)

Question 12

Mystery shoppers are people

Accepted Answer

A)   hired by a firm to get legal, though not necessarily ethical, information about competitive firms.
B)   hired by a firm's management to prove to the courts that competitors are using unfair pricing practices.
C)   hired by a customer to report on illegal or unethical practices that are regularly taking place at a particular establishment.
D)   who pose as customers to check on a firm's products or services and on the quality of the customer service provided by employees.
E)   hired by law firms to check on the safety of their clients' products.F) A) and E)
G) B) and D)

Question 13

Before opening six Torrid plus-size-only retail stores that cater to women age 15 to 30,a great deal of information was gathered from a sample of women to determine what types of items should be carried,the image of the store,its advertising,etc.Which of the following is an example of a closed-end question that might have been asked?

Accepted Answer

A)   Why would you want to shop at a store that carries plus-size clothing?
B)   In what ways might you be uncomfortable shopping at a plus-size-only retailer?
C)   Would you be interested in buying the Torrid merchandise on the Internet? ___ Yes ___ No
D)   What type of person would shop at Torrid?
E)   What is your age? Please write the number in the space: __________F) B) and E)
G) D) and E)

Question 14

________ is a vague term generally used to describe large amounts of data collected from a variety of sources and analyzed with an increasingly sophisticated set of technologies.

Accepted Answer

A)   Big data
B)   Data visualization
C)   Data intelligence
D)   Data mining
E)   Data tabulationF) B) and E)
G) A) and B)

Question 15

Frito-Lay substituted __________ for its usual focus groups to allow consumers to weigh in on which new flavors of Lay's potato chips would be introduced.

Accepted Answer

A)   telephone interviews
B)   Facebook
C)   a panel
D)   virtual focus groups
E)   experimentsF) A) and C)
G) A) and B)

Question 16

The process of selecting elements from a population,collecting data from them,and using it as representative of all those a researcher is interested in is referred to as

Accepted Answer

A)   hypothesis generation.
B)   sampling.
C)   information gathering.
D)   statistical inference.
E)   probability extrapolation.F) A) and D)
G) C) and E)

Question 17

Secondary data in online databases can be accessed either directly or via Internet search engines or

Accepted Answer

A)   portals through keyword searches.
B)   internal statistical data.
C)   probability sampling data.
D)   personal chat rooms.
E)   social media such as Facebook.F) A) and C)
G) C) and D)

Question 18

Why can't a marketing manager's decision making process stop when he or she has chosen the best alternative to solving a problem?

Accepted Answer

Effective marketing research doesn't sto...

Question 19

A sales forecast refers to

Accepted Answer

A)   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.
B)   sales goals based on past performances of individual sales representatives, used as motivation for productivity among this staff.
C)   the total sales from a product that could be generated with a hypothetical set of preferred environmental forces.
D)   the total industry sales generated by a product during a specified time period that results from specified environmental conditions.
E)   published information about competitors' sales from the NAICS.F) B) and D)
G) A) and B)

Question 20

Briefly explain the best-known statistical method,trend extrapolation,used by marketers to develop a company's sales forecasts.In your explanation,explain the strengths and weaknesses of using this method.

Accepted Answer

The best-known statistical method of for...

Exam 7: Marketing Research: From Customer Insights to Actions

The facts and figures related to a research problem are referred to as

Correct Answer
verified

Consider the Marketing Research Method Photo.What type of marketing research method is most likely being represented here,with observers behind a one-way mirror watching a discussion among people about topics of interest to marketers?

Correct Answer
verified

Frito-Lay substituted __________ for its usual focus groups to allow consumers to weigh in on which new flavors of Lay's potato chips would be introduced.

Correct Answer
verified

Briefly explain the best-known statistical method,trend extrapolation,used by marketers to develop a company's sales forecasts.In your explanation,explain the strengths and weaknesses of using this method.

Correct Answer
verified
The best-known statistical method of for...
View Answer

Correct Answer
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Secondary data in online databases can be accessed either directly or via Internet search engines or

Correct Answer
verified

The process of selecting elements from a population,collecting data from them,and using it as representative of all those a researcher is interested in is referred to as

Correct Answer
verified

A(n) __________ involves 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.

Correct Answer
verified

A sales forecast refers to

Correct Answer
verified

Correct Answer
verified

________ is a vague term generally used to describe large amounts of data collected from a variety of sources and analyzed with an increasingly sophisticated set of technologies.

Correct Answer
verified

People posing as customers,who are paid to check on the quality of a company's products and services and write a detailed report on the experience,are referred to as

Correct Answer
verified

Why can't a marketing manager's decision making process stop when he or she has chosen the best alternative to solving a problem?

Correct Answer
verified
Effective marketing research doesn't sto...
View Answer

Generally,filmmakers want movie titles that are short,memorable,appealing to consumers,and have no legal restrictions.These are titles that

Correct Answer
verified

The facts and figures obtained by asking people about their attitudes,awareness,intentions,and behaviors are referred to as

Correct Answer
verified

When a marketing researcher uses a collection of reports,customer letters,financial statements,and surveys from different departments' archives within her firm to make marketing decisions today,she is using

Correct Answer
verified

"Do you eat at fast-food restaurants regularly: Yes or No? " is worded poorly because the word "regularly" makes it __________ question.

Correct Answer
verified

The third step of the marketing research approach is to

Correct Answer
verified

A(n) __________ question requires respondents to select one or more response options from a set of predetermined choices.

Correct Answer
verified

Mystery shoppers are people

Correct Answer
verified

Exam 7: Marketing Research: From Customer Insights to Actions

The facts and figures related to a research problem are referred to as

Correct AnswerverifiedShow Answer

Consider the Marketing Research Method Photo.What type of marketing research method is most likely being represented here,with observers behind a one-way mirror watching a discussion among people about topics of interest to marketers?

Correct AnswerverifiedShow Answer

Frito-Lay substituted __________ for its usual focus groups to allow consumers to weigh in on which new flavors of Lay's potato chips would be introduced.

Correct AnswerverifiedShow Answer

Briefly explain the best-known statistical method,trend extrapolation,used by marketers to develop a company's sales forecasts.In your explanation,explain the strengths and weaknesses of using this method.

Correct AnswerverifiedThe best-known statistical method of for...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Secondary data in online databases can be accessed either directly or via Internet search engines or

Correct AnswerverifiedShow Answer

The process of selecting elements from a population,collecting data from them,and using it as representative of all those a researcher is interested in is referred to as

Correct AnswerverifiedShow Answer

A(n) __________ involves 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.

Correct AnswerverifiedShow Answer

A sales forecast refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

________ is a vague term generally used to describe large amounts of data collected from a variety of sources and analyzed with an increasingly sophisticated set of technologies.

Correct AnswerverifiedShow Answer

People posing as customers,who are paid to check on the quality of a company's products and services and write a detailed report on the experience,are referred to as

Correct AnswerverifiedShow Answer

Why can't a marketing manager's decision making process stop when he or she has chosen the best alternative to solving a problem?

Correct AnswerverifiedEffective marketing research doesn't sto...View AnswerShow Answer

Generally,filmmakers want movie titles that are short,memorable,appealing to consumers,and have no legal restrictions.These are titles that

Correct AnswerverifiedShow Answer

The facts and figures obtained by asking people about their attitudes,awareness,intentions,and behaviors are referred to as

Correct AnswerverifiedShow Answer

When a marketing researcher uses a collection of reports,customer letters,financial statements,and surveys from different departments' archives within her firm to make marketing decisions today,she is using

Correct AnswerverifiedShow Answer

"Do you eat at fast-food restaurants regularly: Yes or No? " is worded poorly because the word "regularly" makes it __________ question.

Correct AnswerverifiedShow Answer

The third step of the marketing research approach is to

Correct AnswerverifiedShow Answer

A(n) __________ question requires respondents to select one or more response options from a set of predetermined choices.

Correct AnswerverifiedShow Answer

Mystery shoppers are people

Correct AnswerverifiedShow Answer

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The best-known statistical method of for...
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Correct Answer
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Correct Answer
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Correct Answer
verified
Effective marketing research doesn't sto...
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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Correct Answer
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Correct Answer
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