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-Figure 7-6C above shows that A) Tony's Pizza sales to households with 5 or more people increased over the period 2010 and 2013. B) households with 5 or more people bought the least amount of Tony's Pizza over the period 2010 and 2013. C) from 2010 and 2013, as single people married and became two person households, the increase in sales of Tony's Pizza was greater than the expected 200% change. D) Tony's Pizza sales to households with 2 people have remained relatively steady from 2010 and 2013. E) the changes from year to year are really not significant since overall sales of Tony's Pizza have continued to increase -Figure 7-6C above shows that


A) Tony's Pizza sales to households with 5 or more people increased over the period 2010 and 2013.
B) households with 5 or more people bought the least amount of Tony's Pizza over the period 2010 and 2013.
C) from 2010 and 2013, as single people married and became two person households, the increase in sales of Tony's Pizza was greater than the expected 200% change.
D) Tony's Pizza sales to households with 2 people have remained relatively steady from 2010 and 2013.
E) the changes from year to year are really not significant since overall sales of Tony's Pizza have continued to increase

F) A) and D)
G) A) and E)

Correct Answer

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


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

F) A) and B)
G) B) and E)

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The first step of the marketing research approach is to __________.


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

F) A) and D)
G) A) and C)

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


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

F) None of the above
G) C) and D)

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-Figure 7-6B above shows that A) annual sales of Tony's Pizza increased over the period 2010 and 2013. B) average annual unit sales of Tony's Pizza per household decreased over the period 2010 and 2013. C) average dollar sales of Tony's Pizza have dropped from $3.4 million to $3.1 million. D) sales of Tony's Pizza to households with children declined over the period 2010 and 2013. E) smaller households bought less Tony's Pizza over the period 2010 and 2013. -Figure 7-6B above shows that


A) annual sales of Tony's Pizza increased over the period 2010 and 2013.
B) average annual unit sales of Tony's Pizza per household decreased over the period 2010 and 2013.
C) average dollar sales of Tony's Pizza have dropped from $3.4 million to $3.1 million.
D) sales of Tony's Pizza to households with children declined over the period 2010 and 2013.
E) smaller households bought less Tony's Pizza over the period 2010 and 2013.

F) A) and D)
G) D) and E)

Correct Answer

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


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

F) None of the above
G) A) and E)

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What marketing metric determines whether a TV program like American Idol remains on the Fox broadcast TV network?


A) appeal
B) cost per ad
C) rating
D) poll
E) frequency

F) A) and C)
G) None of the above

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-Figure 7-3 above shows the top ten prime-time broadcast TV shows during a recent May sweeps week. If an advertiser such as Apple wanted to buy time on one of these TV shows, which of the following statements would be most accurate? A) People who like reality TV are more likely to watch ABC than FOX. B) Apple should advertise on NCIS: Los Angeles since the rate CBS would charge is the same as the rate FOX would charge for American Idol. C) Apple would advertise on Dancing with the Stars - Results and NOT Dancing with the Stars because the proportion of the TV households actually tuned into the former is greater than the latter. D) Of all households with TVs in the U.S., fewer households watched American Idol - Wednesday than American Idol - Thursday. E) The cost of an advertisement shown on American Idol - Thursday would cost more than one aired during Dancing with the Stars - Results. -Figure 7-3 above shows the top ten prime-time broadcast TV shows during a recent May sweeps week. If an advertiser such as Apple wanted to buy time on one of these TV shows, which of the following statements would be most accurate?


A) People who like reality TV are more likely to watch ABC than FOX.
B) Apple should advertise on NCIS: Los Angeles since the rate CBS would charge is the same as the rate FOX would charge for American Idol.
C) Apple would advertise on Dancing with the Stars - Results and NOT Dancing with the Stars because the proportion of the TV households actually tuned into the former is greater than the latter.
D) Of all households with TVs in the U.S., fewer households watched American Idol - Wednesday than American Idol - Thursday.
E) The cost of an advertisement shown on American Idol - Thursday would cost more than one aired during Dancing with the Stars - Results.

F) C) and D)
G) All of the above

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-According to Figure 7-1 above, what does E represent in the marketing research process? A) take marketing actions B) define the problem C) develop the research plan D) collect relevant information E) develop findings -According to Figure 7-1 above, what does E represent in the marketing research process?


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

F) A) and E)
G) A) and D)

Correct Answer

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-Figure 7-2B above shows that primary data may be divided into three related parts. If D represents data collected from individual interviews, focus groups, trend hunting, etc., which type of data is D? A) questionnaire data B) mined data C) internal secondary data D) external secondary data E) observational data -Figure 7-2B above shows that primary data may be divided into three related parts. If D represents data collected from individual interviews, focus groups, trend hunting, etc., which type of data is D?


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

F) A) and D)
G) A) and E)

Correct Answer

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__________ surveys are the best choice if a marketing researcher wants flexibility in asking probing questions or getting reactions to visual materials.


A) Personal interview
B) Mail
C) Telephone
D) Fax
E) Online

F) A) and D)
G) A) and C)

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Facts and figures obtained by watching, either mechanically or in person, how people actually behave are referred to as __________ data.


A) inspection
B) hypothetical
C) primary source
D) observational
E) eyewitness

F) C) and D)
G) A) and C)

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A market researcher showed a plain print ad of new brand of designer jeans to several groups of college students and asked the students to rate their quality. Then the researcher showed some other college students a print ad featuring movie star Scarlett Johansson wearing the new brand and asked the students again to rate the quality of the jeans. The marketer predicted that after viewing the ad featuring Johansson, the students' ratings of the jeans would be more positive than the other ones. In this experiment, students' ratings of the new blue jeans served as the


A) dependent variable.
B) independent variable.
C) social environmental force.
D) secondary data.
E) constraint.

F) A) and B)
G) B) and D)

Correct Answer

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-Figure 7-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does C represent? A) external data sources B) results C) data warehouse D) internal data sources E) buying queries -Figure 7-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does C represent?


A) external data sources
B) results
C) data warehouse
D) internal data sources
E) buying queries

F) A) and E)
G) None of the above

Correct Answer

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Secondary data can be divided into two parts - __________ and __________.


A) primary data; empirical data
B) empirical data; secondary data
C) tertiary data; demographic data
D) demographic data; observational data
E) internal secondary data; external secondary data

F) B) and D)
G) A) and B)

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The Economic Research Service of the U.S. Department of Agriculture provides information on topics from how many dairies there are in the U.S. to how many pounds of broccoli were eaten per person in 2013. This service provides


A) internal primary data.
B) nonprobability sampling tools.
C) internal secondary data.
D) external secondary data.
E) external primary data.

F) A) and B)
G) C) and D)

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When Procter & Gamble acquired the Old Spice brand, it decided to reposition the brand by using a different advertising message to see whether its sales would increase. The new advertising message is the __________ in this marketing experiment.


A) dependent variable
B) extraneous variable
C) constraint
D) independent variable
E) error variable

F) B) and C)
G) A) and E)

Correct Answer

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Google


A) is a depository of information on U.S. business, economic and trade activity collected by the federal government.
B) is to the most direct way to access all government websites.
C) provides up-to-the-minute business news and security prices plus research reports of companies, industries, and countries.
D) is the most popular Internet portal where users can enter key words or topics for specific searches.
E) accesses information in online databases and an index of blogs by primary topic.

F) A) and C)
G) B) and E)

Correct Answer

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What type of marketing uses brain scanning to analyze the buying processes of research participants?


A) subliminal marketing
B) permission marketing
C) ultrasense marketing
D) optimization marketing
E) neuromarketing

F) A) and D)
G) D) and E)

Correct Answer

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Making recommendations, implementing those recommendations, and evaluating the results would take place during which step of the five-step marketing research approach?


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

F) A) and C)
G) A) and B)

Correct Answer

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