Question 1

shows a child playing with a Fisher-Price toy.What are some reasons why doing good marketing research poses difficult challenges for marketing researchers in general and among children in particular?

Accepted Answer

Inherent difficulties in asking the cons...

Question 2

A survey of buyer' intentions forecast involves

Accepted Answer

A)  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.
B)  making decisions without any intervening steps.
C)  asking prospective customers if they are likely to buy the product during some future time period.
D)  asking the firm's salespeople to estimate sales during a coming period.
E)  always selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect.F) A) and B)
G) C) and E)

Question 3

A(n)  __________ is a type of forecast that involves estimating the value to be forecast without any intervening steps.

Accepted Answer

A)  direct forecast
B)  indirect forecast
C)  lost-horse forecast
D)  lost-cause forecast
E)  intention forecastF) A) and D)
G) C) and D)

Question 4

Drivers are used with which of the four P's?

Accepted Answer

A)  product, price, place only
B)  product, promotion, place only
C)  product features only
D)  product and price features only
E)  product, price, promotion, and place inclusivelyF) B) and D)
G) None of the above

Question 5

Fisher Price watches young children play with their toys to determine if and how various toys should be changed or improved.Fisher Price is collecting __________ data.

Accepted Answer

A)  observational
B)  questionnaire
C)  interview
D)  on-site
E)  focus groupF) A) and C)
G) B) and D)

Question 6

Once a marketer researcher has defined the problem, developed the research plan, and collected the relevant information, what is the next thing he or she needs to do?

Accepted Answer

A)  set budgets
B)  determine target market
C)  select segmentation strategy
D)  analyze data and present findings
E)  determine if there is a planning gap between desired findings and actual findingsF) B) and E)
G) B) and D)

Question 7

FIGURE 8-5 
-A general rule of thumb among marketing researchers is to obtain __________ first and then collect __________.

Accepted Answer

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

Question 8

A salesforce survey forecast involves

Accepted Answer

A)  asking prospective customers if they are likely to buy the product during some future time period.
B)  asking the firm's salespeople to estimate sales during a coming period.
C)  always selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect.
D)  averaging the total sales of the entire salesforce for the previous year and subtracting the sales figures for the top 5% and bottom 5% to arrive at the final figure.
E)  collecting projections from all regional sales managers and making projections based on a region by region basis.F) A) and B)
G) C) and D)

Question 9

Effective decision makers rely on criteria or standards used in evaluating proposed solutions to a problem, which is known as

Accepted Answer

A)  marketing dashboards.
B)  measures of success.
C)  descriptive research.
D)  constraints.
E)  problem definitions.F) A) and E)
G) A) and D)

Question 10

Data obtained by manipulating factors under tightly controlled conditions to test cause and effect is an example of

Accepted Answer

A)  questionnaire data.
B)  virtual modeling.
C)  an experiment.
D)  modular research.
E)  nonprobability sampling.F) A) and E)
G) A) and D)

Question 11

When Procter & Gamble Co.acquired the Old Spice brand it decided to reposition the brand by using different advertising to see whether sales would then increase.The possible sales increase is the __________ in this experiment.

Accepted Answer

A)  dependent variable
B)  independent variable
C)  hypothesis
D)  extraneous variable
E)  error variableF) B) and E)
G) A) and D)

Question 12

Marketers are increasingly using online surveys to collect primary data.Marketers can ask consumers to complete a "__________" survey.These small Web pages containing an advertisement that appears on your screen outside the current Web site loaded into your browser.

Accepted Answer

A)  pop-up
B)  slide-in
C)  pop-under
D)  sneak-in
E)  pop-overF) None of the above
G) A) and E)

Question 13

Good marketing research requires great care especially because of inherent difficulties in asking consumers questions.What are the three basic problems faced by marking researchers when trying to assess consumers' willingness to buy products or services with which they are not familiar?

Accepted Answer

Inherent difficulties in asking the cons...

Question 14

Red Carpet Baby!, a children's accessory and toy store, is considering expanding the size of the store.The manager queries the database to understand how a change in square footage might impact sales.She is performing a(n)  __________.

Accepted Answer

A)  action analysis
B)  environmental scan
C)  situational analysis
D)  sensitivity analysis
E)  problem searchF) C) and D)
G) B) and D)

Question 15

When Marine Midland Bank sent market researchers door-to-door in the neighborhoods of their branch banks to talk to people with savings accounts and discuss with them why they did not also have checking accounts and credit cards Marine Midland researchers were using __________ to collect data.

Accepted Answer

A)  individual interviews
B)  secondary interviews
C)  intercept interviews
D)  observational data collection
E)  nonprobability sample collectionF) A) and D)
G) C) and D)

Question 16

FIGURE 8-7 
-As shown in Figure 8-7 above, advertisers use the Nielsen Television Ranking Index Report to identify the ratings of the top TV programs so they can make informed advertising media purchase decisions.Which TV program would you expect to pay more for?

Accepted Answer

A)  American Idol - Wednesday
B)  American Idol - Tuesday
C)  Dancing with the Stars - Results
D)  Dancing with the Stars
E)  The MentalistF) C) and D)
G) C) and E)

Question 17

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

Accepted Answer

A)  mail surveys.
B)  telephone interviews.
C)  fax surveys.
D)  on -line surveys.
E)  personal interviews.F) A) and B)
G) A) and C)

Question 18

FIGURE 8-3 
-According to Figure 8-3 above, that shows the five-step marketing research approach, "analyze the data" would be found in cell

Accepted Answer

A)  A
B)  B
C)  C
D)  D
E)  EF) A) and C)
G) A) and E)

Question 19

FIGURE 8-5 
-Shown in Figure 8-5 above, a customer is having her groceries scanned at the supermarket checkout counter.The data are collected and processed by services such as Information Resources' InfoScan.Which of the following data are not collected at retail checkout counters?

Accepted Answer

A)  responses to coupons
B)  responses to free samples
C)  product sales
D)  product bar codes
E)  household demographicsF) B) and C)
G) B) and E)

Question 20

Facts and figures that are newly collected for a project at hand are referred to as

Accepted Answer

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

Exam 8: Marketing Research: From Customer Insights to Actions

A survey of buyer' intentions forecast involves

Correct AnswerverifiedShow Answer

Marketers are increasingly using online surveys to collect primary data.Marketers can ask consumers to complete a "__________" survey.These small Web pages containing an advertisement that appears on your screen outside the current Web site loaded into your browser.

Correct AnswerverifiedShow Answer

Fisher Price watches young children play with their toys to determine if and how various toys should be changed or improved.Fisher Price is collecting __________ data.

Correct AnswerverifiedShow Answer

Data obtained by manipulating factors under tightly controlled conditions to test cause and effect is an example of

Correct AnswerverifiedShow Answer

FIGURE 8-3 -According to Figure 8-3 above, that shows the five-step marketing research approach, "analyze the data" would be found in cell

Correct AnswerverifiedShow Answer

Drivers are used with which of the four P's?

Correct AnswerverifiedShow Answer

A salesforce survey forecast involves

Correct AnswerverifiedShow Answer

Good marketing research requires great care especially because of inherent difficulties in asking consumers questions.What are the three basic problems faced by marking researchers when trying to assess consumers' willingness to buy products or services with which they are not familiar?

Correct AnswerverifiedInherent difficulties in asking the cons...View AnswerShow Answer

A(n) __________ is a type of forecast that involves estimating the value to be forecast without any intervening steps.

Correct AnswerverifiedShow Answer

Once a marketer researcher has defined the problem, developed the research plan, and collected the relevant information, what is the next thing he or she needs to do?

Correct AnswerverifiedShow Answer

Facts and figures that are newly collected for a project at hand are referred to as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Red Carpet Baby!, a children's accessory and toy store, is considering expanding the size of the store.The manager queries the database to understand how a change in square footage might impact sales.She is performing a(n) __________.

Correct AnswerverifiedShow Answer

FIGURE 8-5 -Shown in Figure 8-5 above, a customer is having her groceries scanned at the supermarket checkout counter.The data are collected and processed by services such as Information Resources' InfoScan.Which of the following data are not collected at retail checkout counters?

Correct AnswerverifiedShow Answer

shows a child playing with a Fisher-Price toy.What are some reasons why doing good marketing research poses difficult challenges for marketing researchers in general and among children in particular?

Correct AnswerverifiedInherent difficulties in asking the cons...View AnswerShow Answer

Effective decision makers rely on criteria or standards used in evaluating proposed solutions to a problem, which is known as

Correct AnswerverifiedShow Answer

When Marine Midland Bank sent market researchers door-to-door in the neighborhoods of their branch banks to talk to people with savings accounts and discuss with them why they did not also have checking accounts and credit cards Marine Midland researchers were using __________ to collect data.

Correct AnswerverifiedShow Answer

FIGURE 8-5 -A general rule of thumb among marketing researchers is to obtain __________ first and then collect __________.

Correct AnswerverifiedShow Answer

FIGURE 8-7 -As shown in Figure 8-7 above, advertisers use the Nielsen Television Ranking Index Report to identify the ratings of the top TV programs so they can make informed advertising media purchase decisions.Which TV program would you expect to pay more for?

Correct AnswerverifiedShow Answer

When Procter & Gamble Co.acquired the Old Spice brand it decided to reposition the brand by using different advertising to see whether sales would then increase.The possible sales increase is the __________ in this experiment.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Inherent difficulties in asking the cons...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Inherent difficulties in asking the cons...
View Answer

Correct Answer
verified

Correct Answer
verified

FIGURE 8-5 -A general rule of thumb among marketing researchers is to obtain first and then collect .

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified