Question 1

Analyzing data and presenting the results of this analysis would take place during which step of the five-step marketing research approach?

Accepted Answer

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

Question 2

Field of Dreams is an example of a successful movie that could have failed because

Accepted Answer

A)   too little money was spent on promotion.
B)   it was targeting the wrong target market segments.
C)   there was too little similarity between the original book and the screenplay.
D)   its original title did not convey the correct message to its prospective audience.
E)   too much time elapsed between promotions and its release.F) A) and E)
G) B) and D)

Question 3

Which of the following statements represents a possible measure of success in the first step of the five-step marketing research approach,defining the problem?

Accepted Answer

A)   You have three weeks and $10,000 to determine if it is going to be profitable to serve breakfast on weekdays or not.
B)   If 3-year-olds like this product, then it stands to reason that 4-year-olds will like it even more.
C)   Use mail questionnaires, not focus groups.
D)   Let's identify the most cost-effective method of advertising.
E)   If the test subject eats most or all of the sample during the taste test, it will be assumed that he or she likes it.F) B) and E)
G) B) and D)

Question 4

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to deal with claims.It wants to introduce its product into new markets,but before it does so,it wants to predict how successful its sales efforts will be.The marketing research firm hired to conduct the research study has six months to gather,analyze,and present its data to DirectProtect.The required time frame is an example of

Accepted Answer

A)   a dependent variable.
B)   an obstruction.
C)   an objective.
D)   a constraint.
E)   an independent variable.F) B) and E)
G) None of the above

Question 5

__________ surveys are usually biased because those most likely to respond are those who have had especially positive or negative experiences with the product or brand.

Accepted Answer

A)   Personal interview
B)   Online
C)   Telephone
D)   Fax
E)   MailF) A) and D)
G) A) and C)

Question 6

Consider the LEGO Group MINDSTORMS product.LEGO Group designers created MINDSTORMS kits to appeal to middle-school students,among others.When attempting to choose between potential designs,what was the measure of success for use by LEGO Group in this instance?

Accepted Answer

A)   age
B)   gender
C)   assembly time
D)   cost
E)   advertisingF) A) and B)
G) A) and C)

Question 7

A marketing research approach that uses a discussion leader to interview 6 to 10 past,present,or prospective customers simultaneously is referred to as

Accepted Answer

A)   a depth interview.
B)   data mining.
C)   a research team.
D)   a focused interview.
E)   a focus group.F) B) and E)
G) D) and E)

Question 8

By _________________,IKEA noticed that customers often stopped shopping when their baskets or carts were full,so additional shopping bags are now placed throughout IKEA stores.

Accepted Answer

A)   using survey data
B)   the use of mystery shoppers
C)   neuromarketing
D)   interviewing employees
E)   watching consumers in personF) None of the above
G) B) and E)

Question 9

Published data from outside the organization are referred to as __________ data.

Accepted Answer

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

Question 10

Researchers for Frito-Lay discovered that matte beige bags of potato chips picturing potatoes and other healthy ingredients in the snack do not trigger activity in the anterior cingulate cortex,an area of the brain associated with feelings of guilt,as much as shiny bags with pictures of chips.Frito-Lay then switched out of shiny packaging in the United States shortly thereafter.This is an example of using

Accepted Answer

A)   subliminal marketing
B)   permission marketing
C)   ultrasense marketing
D)   optimization marketing
E)   neuromarketingF) B) and D)
G) A) and C)

Question 11

Two important disadvantages of secondary data are that they may be

Accepted Answer

A)   difficult to acquire and not up to date.
B)   out of date and not specific enough for the project.
C)   unavailable in time and biased toward large corporations.
D)   biased toward government objectives and out of date.
E)   costly and time-consuming.F) D) and E)
G) B) and C)

Question 12

Before its production,LEGO Group marketing managers might develop a __________ for an innovative MINDSTORMS EV3 robot that uses a color sensor,responds to voice commands,or uses GPS navigation software.

Accepted Answer

A)   virtual concept
B)   product substitute
C)   product hypothesis
D)   new-feature matrix
E)   new-product conceptF) A) and E)
G) D) and E)

Question 13

In marketing experiments,the independent variable is the __________ and the dependent variable is the __________.

Accepted Answer

A)   element that never changes; element that always changes
B)   result; factor beyond the experimenter's control
C)   result of an action; cause of an action
D)   cause of an action; result of an action
E)   element that always changes; element that never changesF) B) and D)
G) C) and D)

Question 14

When it is desirable for the interviewer to be flexible in asking probing follow-up questions,data would be best collected using

Accepted Answer

A)   mail surveys.
B)   mechanical observations.
C)   fax surveys.
D)   individual interviews.
E)   online surveys.F) C) and E)
G) A) and E)

Question 15

When Procter & Gamble acquired the Old Spice brand,it decided to reposition the brand by using different television and print advertising to see whether sales would increase.The level of sales is the __________ in this experiment.

Accepted Answer

A)   dependent variable
B)   independent variable
C)   hypothesis
D)   extraneous variable
E)   error variableF) None of the above
G) A) and B)

Question 16

Evaluating the results of a marketing decision involves

Accepted Answer

A)   asking prospective customers if they are likely to buy the product during a specified future time period.
B)   requesting the firm's salespeople to estimate sales during a coming period.
C)   collecting data from marketing experts about changes in the environment.
D)   collecting projections from all regional sales managers and making projections based on a region-to-region basis.
E)   monitoring the marketplace to determine if action is necessary in the future.F) A) and B)
G) A) and C)

Question 17

Several market research companies pay households and businesses to record all their purchases using a paper or electronic diary,which allows for an economical way to collect consistent data over time.These data are referred to as

Accepted Answer

A)   sponsored data.
B)   data reciprocity.
C)   syndicated sampling.
D)   syndicated panel data.
E)   data journaling.F) A) and B)
G) A) and C)

Question 18

The Nielsen Television Index Ranking reports the rating of each TV program.With 116 million TV households in the United States,a single rating point

Accepted Answer

A)   is not a good measurement of television viewership.
B)   equals one point on a 10-point scale.
C)   has limited impact on advertising rates for marketers.
D)   equals 1 percent, or 1,160,000 TV households.
E)   suggests that a show has very few viewers.F) All of the above
G) A) and E)

Question 19

What marketing metric determines whether a TV program such as The Big Bang Theory remains on the CBS broadcast TV network?

Accepted Answer

A)   appeal
B)   cost per ad
C)   rating
D)   poll
E)   frequencyF) A) and B)
G) A) and D)

Question 20

Marketers are increasingly using online surveys to collect primary data.One advantage is that

Accepted Answer

A)   response rates are higher because consumers are anonymous.
B)   the quality of responses is better with online surveys than they are with personal interview surveys.
C)   turnaround time from data collection to report is much quicker than with other methods.
D)   consumers value e-mail surveys and feel highly regarded when receiving them.
E)   consumers want to be helpful so they complete the survey multiple times.F) B) and C)
G) C) and D)

Exam 7: Marketing Research: From Customer Insights to Actions

When Procter & Gamble acquired the Old Spice brand,it decided to reposition the brand by using different television and print advertising to see whether sales would increase.The level of sales is the __________ in this experiment.

Correct Answer
verified

A marketing research approach that uses a discussion leader to interview 6 to 10 past,present,or prospective customers simultaneously is referred to as

Correct Answer
verified

The Nielsen Television Index Ranking reports the rating of each TV program.With 116 million TV households in the United States,a single rating point

Correct Answer
verified

What marketing metric determines whether a TV program such as The Big Bang Theory remains on the CBS broadcast TV network?

Correct Answer
verified

Published data from outside the organization are referred to as __________ data.

Correct Answer
verified

Before its production,LEGO Group marketing managers might develop a __________ for an innovative MINDSTORMS EV3 robot that uses a color sensor,responds to voice commands,or uses GPS navigation software.

Correct Answer
verified

Marketers are increasingly using online surveys to collect primary data.One advantage is that

Correct Answer
verified

Correct Answer
verified

Evaluating the results of a marketing decision involves

Correct Answer
verified

Field of Dreams is an example of a successful movie that could have failed because

Correct Answer
verified

Two important disadvantages of secondary data are that they may be

Correct Answer
verified

Several market research companies pay households and businesses to record all their purchases using a paper or electronic diary,which allows for an economical way to collect consistent data over time.These data are referred to as

Correct Answer
verified

When it is desirable for the interviewer to be flexible in asking probing follow-up questions,data would be best collected using

Correct Answer
verified

Which of the following statements represents a possible measure of success in the first step of the five-step marketing research approach,defining the problem?

Correct Answer
verified

Analyzing data and presenting the results of this analysis would take place during which step of the five-step marketing research approach?

Correct Answer
verified

By _________________,IKEA noticed that customers often stopped shopping when their baskets or carts were full,so additional shopping bags are now placed throughout IKEA stores.

Correct Answer
verified

Correct Answer
verified

In marketing experiments,the independent variable is the and the dependent variable is the .

Correct Answer
verified

Consider the LEGO Group MINDSTORMS product.LEGO Group designers created MINDSTORMS kits to appeal to middle-school students,among others.When attempting to choose between potential designs,what was the measure of success for use by LEGO Group in this instance?

Correct Answer
verified

__________ surveys are usually biased because those most likely to respond are those who have had especially positive or negative experiences with the product or brand.

Correct Answer
verified

Exam 7: Marketing Research: From Customer Insights to Actions

When Procter & Gamble acquired the Old Spice brand,it decided to reposition the brand by using different television and print advertising to see whether sales would increase.The level of sales is the __________ in this experiment.

Correct AnswerverifiedShow Answer

A marketing research approach that uses a discussion leader to interview 6 to 10 past,present,or prospective customers simultaneously is referred to as

Correct AnswerverifiedShow Answer

The Nielsen Television Index Ranking reports the rating of each TV program.With 116 million TV households in the United States,a single rating point

Correct AnswerverifiedShow Answer

What marketing metric determines whether a TV program such as The Big Bang Theory remains on the CBS broadcast TV network?

Correct AnswerverifiedShow Answer

Published data from outside the organization are referred to as __________ data.

Correct AnswerverifiedShow Answer

Before its production,LEGO Group marketing managers might develop a __________ for an innovative MINDSTORMS EV3 robot that uses a color sensor,responds to voice commands,or uses GPS navigation software.

Correct AnswerverifiedShow Answer

Marketers are increasingly using online surveys to collect primary data.One advantage is that

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Evaluating the results of a marketing decision involves

Correct AnswerverifiedShow Answer

Field of Dreams is an example of a successful movie that could have failed because

Correct AnswerverifiedShow Answer

Two important disadvantages of secondary data are that they may be

Correct AnswerverifiedShow Answer

Several market research companies pay households and businesses to record all their purchases using a paper or electronic diary,which allows for an economical way to collect consistent data over time.These data are referred to as

Correct AnswerverifiedShow Answer

When it is desirable for the interviewer to be flexible in asking probing follow-up questions,data would be best collected using

Correct AnswerverifiedShow Answer

Which of the following statements represents a possible measure of success in the first step of the five-step marketing research approach,defining the problem?

Correct AnswerverifiedShow Answer

Analyzing data and presenting the results of this analysis would take place during which step of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

By _________________,IKEA noticed that customers often stopped shopping when their baskets or carts were full,so additional shopping bags are now placed throughout IKEA stores.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In marketing experiments,the independent variable is the __________ and the dependent variable is the __________.

Correct AnswerverifiedShow Answer

Consider the LEGO Group MINDSTORMS product.LEGO Group designers created MINDSTORMS kits to appeal to middle-school students,among others.When attempting to choose between potential designs,what was the measure of success for use by LEGO Group in this instance?

Correct AnswerverifiedShow Answer

__________ surveys are usually biased because those most likely to respond are those who have had especially positive or negative experiences with the product or brand.

Correct AnswerverifiedShow Answer

Correct Answer
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In marketing experiments,the independent variable is the and the dependent variable is the .

Correct Answer
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Correct Answer
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Correct Answer
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