Question 1

-Consider Figure 7-4: Question 5 above, 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) A) and D)
G) B) and C)

Question 2

Obtaining primary and secondary data 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 problemF) C) and D)
G) A) and B)

Question 3

Specifying constraints, identifying data needed for marketing actions, and determining how to collect data 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 problemF) B) and D)
G) A) and C)

Question 4

-Figure 7-2A above shows the two main types of data. If box A represents the facts and figures that are newly collected for the project, which type of data is A?

Accepted Answer

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

Question 5

-Consider Figure 7-B above. The question "Do you eat at fast-food restaurants regularly: Yes or No?" is worded poorly because respondents don't know what "regularly" means. This is an example of a(n)  __________ question.

Accepted Answer

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

Question 6

Movie studios use market research to reduce their risk of losses by hiring firms like 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 fills out an exhaustive 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) B) and E)
G) B) and C)

Question 7

-Figure 7-2B above shows that primary data may be divided into three related parts. If C represents data collected from mechanical, personal, or neuromarketing methods, which type of data is C?

Accepted Answer

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

Question 8

All of the following are idea generation methods EXCEPT:

Accepted Answer

A)  a mail survey.
B)  trend hunting.
C)  a focus group.
D)  a depth interview.
E)  an individual interview.F) D) and E)
G) All of the above

Question 9

The practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products is called __________ hunting.

Accepted Answer

A)  trend
B)  fad
C)  fashion
D)  craze
E)  tendencyF) A) and B)
G) C) and D)

Question 10

How do movie studios use marketing research?

Accepted Answer

Studios producing and marketing films em...

Question 11

-Figure 7-2A above shows the two main types of data. If B represents the facts and figures that have already been recorded before the project at hand, which type of data is B?

Accepted Answer

A)  compound data
B)  secondary data
C)  tertiary data
D)  primary data
E)  nonprobability dataF) None of the above
G) A) and C)

Question 12

-Figure 7-2B above 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?

Accepted Answer

A)  questionnaire data
B)  mined data
C)  internal secondary data
D)  external secondary data
E)  observational dataF) A) and D)
G) All of the above

Question 13

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

Accepted Answer

A marketing "driver" is a factor that in...

Question 14

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 employees 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 are paid to write a detailed report on their experiences.
E)  hired by law firms to check on the safety of their clients' products.F) B) and E)
G) C) and E)

Question 15

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) None of the above
G) B) and D)

Question 16

Marketing drivers are used with which of the four Ps?

Accepted Answer

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

Question 18

When Fisher-Price managers attempted to redesign its classic toy, the Chatter Telephone, they considered adding a noisemaker, wheels, and eyes to a basic plastic telephone, and thus they developed several

Accepted Answer

A)  virtual prototypes.
B)  product substitutes.
C)  product hypotheses.
D)  new-product concepts.
E)  new-feature matrices.F) C) and E)
G) C) and D)

Question 19

-According to Figure 7-1 above, setting research objectives occurs during which step of the five-step marketing research approach?

Accepted Answer

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

Question 20

Even though primary data can be especially valuable to an individual firm, secondary data is often used because

Accepted Answer

A)  secondary data are much more up-to-date and tailored to a specific firm or industry.
B)  secondary data, although far more expensive, are also much more reliable.
C)  primary data are usually more costly and time consuming to collect.
D)  primary data can be accessed by virtually anyone so the information generated loses much of its value.
E)  primary data are less fact and figure based; they are more subjective and therefore more vulnerable to misinterpretation.F) C) and D)
G) D) and E)

Exam 7: Marketing Research: From Customer Insights to Actions

How do movie studios use marketing research?

Correct Answer
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Studios producing and marketing films em...
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-According to Figure 7-1 above, setting research objectives occurs during which step of the five-step marketing research approach?

Correct Answer
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Mystery shoppers are people

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-Figure 7-2A above shows the two main types of data. If B represents the facts and figures that have already been recorded before the project at hand, which type of data is B?

Correct Answer
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When Fisher-Price managers attempted to redesign its classic toy, the Chatter Telephone, they considered adding a noisemaker, wheels, and eyes to a basic plastic telephone, and thus they developed several

Correct Answer
verified

The practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products is called __________ hunting.

Correct Answer
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-Figure 7-2B above 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?

Correct Answer
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-Consider Figure 7-4: Question 5 above, 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
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Even though primary data can be especially valuable to an individual firm, secondary data is often used because

Correct Answer
verified

Specifying constraints, identifying data needed for marketing actions, and determining how to collect data would take place during which step of the five-step marketing research approach?

Correct Answer
verified

-Figure 7-2B above shows that primary data may be divided into three related parts. If C represents data collected from mechanical, personal, or neuromarketing methods, which type of data is C?

Correct Answer
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-Consider Figure 7-B above. The question "Do you eat at fast-food restaurants regularly: Yes or No?" is worded poorly because respondents don't know what "regularly" means. This is an example of a(n) __________ question.

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

Obtaining primary and secondary data would take place during which step of the five-step marketing research approach?

Correct Answer
verified

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

Correct Answer
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-Figure 7-2A above shows the two main types of data. If box A represents the facts and figures that are newly collected for the project, which type of data is A?

Correct Answer
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Correct Answer
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All of the following are idea generation methods EXCEPT:

Correct Answer
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Briefly explain what a marketing "driver" is. Give three examples.

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

Marketing drivers are used with which of the four Ps?

Correct Answer
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Exam 7: Marketing Research: From Customer Insights to Actions

How do movie studios use marketing research?

Correct AnswerverifiedStudios producing and marketing films em...View AnswerShow Answer

-According to Figure 7-1 above, setting research objectives occurs during which step of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

Mystery shoppers are people

Correct AnswerverifiedShow Answer

-Figure 7-2A above shows the two main types of data. If B represents the facts and figures that have already been recorded before the project at hand, which type of data is B?

Correct AnswerverifiedShow Answer

When Fisher-Price managers attempted to redesign its classic toy, the Chatter Telephone, they considered adding a noisemaker, wheels, and eyes to a basic plastic telephone, and thus they developed several

Correct AnswerverifiedShow Answer

The practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products is called __________ hunting.

Correct AnswerverifiedShow Answer

-Figure 7-2B above 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?

Correct AnswerverifiedShow Answer

-Consider Figure 7-4: Question 5 above, 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

Even though primary data can be especially valuable to an individual firm, secondary data is often used because

Correct AnswerverifiedShow Answer

Specifying constraints, identifying data needed for marketing actions, and determining how to collect data would take place during which step of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

-Figure 7-2B above shows that primary data may be divided into three related parts. If C represents data collected from mechanical, personal, or neuromarketing methods, which type of data is C?

Correct AnswerverifiedShow Answer

-Consider Figure 7-B above. The question "Do you eat at fast-food restaurants regularly: Yes or No?" is worded poorly because respondents don't know what "regularly" means. This is an example of a(n) __________ question.

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

Obtaining primary and secondary data would take place during which step of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

-Figure 7-2A above shows the two main types of data. If box A represents the facts and figures that are newly collected for the project, which type of data is A?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

All of the following are idea generation methods EXCEPT:

Correct AnswerverifiedShow Answer

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

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

Marketing drivers are used with which of the four Ps?

Correct AnswerverifiedShow Answer

Correct Answer
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Studios producing and marketing films em...
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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A marketing "driver" is a factor that in...
View Answer

Correct Answer
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