Question 1

Based on __________, the Campbell's Soup Company changed the labels of most of its soup cans.

Accepted Answer

A)  external secondary data - an article in the Journal of Consumer Behavior on ethnographic research
B)  social media Facebook comments and Twitter tweets analysis
C)  internal secondary data - sales reports on soup sales by flavor and package type (can or microwave bowl) 
D)  neuromarketing studies
E)  online/e-mail questionnairesF) A) and D)
G) A) and C)

Question 2

The 2012 __________ contains data on the number and sales of establishments in the United States that produce a product or service based on its geography, industry sector, and North American Industry Classification code.

Accepted Answer

A)  Annual Retail Trade Survey
B)  Annual Survey of Manufacturers
C)  Economic Census
D)  Annual Wholesale Trade Survey
E)  Service Annual SurveyF) A) and D)
G) B) and D)

Question 3

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 4

Best Western International, Inc., a national hotel chain, paid couples to film themselves as they spent three to seven days on a cross-country trip. Best Western found that women usually decide when to pull off the road, where to stay overnight, and what amenities the lodging should have to make their stay more enjoyable. These couples made choices in a typical environment, providing __________ research to Best Western.

Accepted Answer

A)  secondary
B)  developmental
C)  alternative
D)  ethnographic
E)  focus groupF) A) and B)
G) All of the above

Question 5

"Why do you smoke cigarettes?" is an example of which type of question?

Accepted Answer

A)  Likert scale
B)  fixed alternative
C)  dichotomous
D)  open-ended
E)  semantic differentialF) A) and B)
G) All of the above

Question 6

Setting research objectives and identifying possible marketing actions that might result from the research 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)  obtain secondary data
E)  define the problemF) B) and C)
G) All of the above

Question 7

The fourth 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 informationF) A) and B)
G) A) and E)

Question 8

Data mining refers to

Accepted Answer

A)  any form of electronically-generated market research.
B)  the extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions.
C)  a branch of marketing specializing in obtaining both objective and subjective data to be used by other companies or organizations.
D)  obtaining information about a competitor and its products for use by one's own firm.
E)  the use of information derived solely from unsolicited sources such as customer complaints or complements.F) B) and D)
G) A) and B)

Question 9

Two important advantages of secondary data are that they are __________ and __________.

Accepted Answer

A)  inexpensive; up-to-date
B)  up-to-date; supplies all relevant categories of information
C)  inexpensive or free; save time
D)  tailor-made to specifications; relatively inexpensive
E)  highly credible; up-to-dateF) C) and D)
G) All of the above

Question 10

One test of whether marketing research should be done is if

Accepted Answer

A)  different outcomes will lead to different marketing actions.
B)  multiple changes can be implemented simultaneously.
C)  interpreting the data can be done using a jury of executive opinions.
D)  the decision to undertake it is unanimous.
E)  there is a budget for the research.F) C) and D)
G) A) and E)

Question 11

Marketing researchers use tracking studies immediately before an upcoming film's release to

Accepted Answer

A)  identify any factual errors or inconsistencies in the storyline.
B)  nominate specific actors or actresses for industry awards.
C)  forecast a movie's opening weekend box office revenues.
D)  select the best geographical location for the movie's premiere.
E)  make changes to the movie's release based upon professional critics' reviews.F) B) and C)
G) A) and D)

Question 12

The __________ method has two advantages over other traditional methods of data collection: the cost is relatively minimal and the turnaround time for data collection to report presentation is much quicker.

Accepted Answer

A)  personal interview
B)  telephone interview
C)  mail survey
D)  online survey
E)  fax surveyF) All of the above
G) C) and D)

Question 13

When Marine Midland Bank sent market researchers with surveys door-to-door in the neighborhoods surrounding its branch banks to ask people with savings accounts why they did not also have checking accounts and credit cards with Marine Midland, they were gathering __________ data.

Accepted Answer

A)  intercept
B)  secondary
C)  questionnaire
D)  observational
E)  nonprobabilityF) C) and E)
G) B) and C)

Question 14

Pennington's Superstore, which specializes in plus-size fashions for women, wanted to determine if it should add a line of plus-size junior wear. The following statement reflects which step in the five-step marketing research approach?: "To compare the effectiveness of offering products for the teenage market in our current stores versus opening separate stores targeted directly to this market, let's distribute questionnaires to current shoppers and solicit their opinions, set up some focus groups with plus-size teens, and locate any relevant secondary research."

Accepted Answer

A)  define the problem
B)  develop the research plan
C)  collect relevant information
D)  develop findings and recommendations
E)  take marketing actionsF) C) and D)
G) None of the above

Question 15

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

Accepted Answer

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

Question 16

What is data mining and why is it used in marketing research?

Accepted Answer

Data mining is the extraction ...

Question 17

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 D)
G) C) and D)

Question 18

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 is referred to as the

Accepted Answer

A)  prognostication.
B)  sales forecast.
C)  guesstimate.
D)  marketing intuition.
E)  market potential.F) None of the above
G) A) and B)

Question 19

Two key elements in deciding how to collect marketing data are __________ and __________.

Accepted Answer

A)  concepts; notions
B)  concepts; methods
C)  constraints; hypotheses
D)  terms; constraints
E)  terms; hypothesesF) A) and D)
G) C) and D)

Question 20

There are three actions a marketing manager must take in the final step of the five-step marketing research approach. What are they?

Accepted Answer

The three actions a marketing manager mu...

Exam 7: Marketing Research: From Customer Insights to Actions

The __________ method has two advantages over other traditional methods of data collection: the cost is relatively minimal and the turnaround time for data collection to report presentation is much quicker.

Correct Answer
verified

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 is referred to as the

Correct Answer
verified

There are three actions a marketing manager must take in the final step of the five-step marketing research approach. What are they?

Correct Answer
verified
The three actions a marketing manager mu...
View 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 Answer
verified
Effective marketing research doesn't sto...
View Answer

When Marine Midland Bank sent market researchers with surveys door-to-door in the neighborhoods surrounding its branch banks to ask people with savings accounts why they did not also have checking accounts and credit cards with Marine Midland, they were gathering __________ data.

Correct Answer
verified

One test of whether marketing research should be done is if

Correct Answer
verified

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

Correct Answer
verified

"Why do you smoke cigarettes?" is an example of which type of question?

Correct Answer
verified

Based on __________, the Campbell's Soup Company changed the labels of most of its soup cans.

Correct Answer
verified

Correct Answer
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Correct Answer
verified

The 2012 __________ contains data on the number and sales of establishments in the United States that produce a product or service based on its geography, industry sector, and North American Industry Classification code.

Correct Answer
verified

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

Correct Answer
verified

Two important advantages of secondary data are that they are and .

Correct Answer
verified

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

Correct Answer
verified

Setting research objectives and identifying possible marketing actions that might result from the research would take place during which step of the five-step marketing research approach?

Correct Answer
verified

Data mining refers to

Correct Answer
verified

Two key elements in deciding how to collect marketing data are and .

Correct Answer
verified

Marketing researchers use tracking studies immediately before an upcoming film's release to

Correct Answer
verified

What is data mining and why is it used in marketing research?

Correct Answer
verified
Data mining is the extraction ...
View Answer

Exam 7: Marketing Research: From Customer Insights to Actions

The __________ method has two advantages over other traditional methods of data collection: the cost is relatively minimal and the turnaround time for data collection to report presentation is much quicker.

Correct AnswerverifiedShow Answer

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 is referred to as the

Correct AnswerverifiedShow Answer

There are three actions a marketing manager must take in the final step of the five-step marketing research approach. What are they?

Correct AnswerverifiedThe three actions a marketing manager mu...View AnswerShow 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

When Marine Midland Bank sent market researchers with surveys door-to-door in the neighborhoods surrounding its branch banks to ask people with savings accounts why they did not also have checking accounts and credit cards with Marine Midland, they were gathering __________ data.

Correct AnswerverifiedShow Answer

One test of whether marketing research should be done is if

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

"Why do you smoke cigarettes?" is an example of which type of question?

Correct AnswerverifiedShow Answer

Based on __________, the Campbell's Soup Company changed the labels of most of its soup cans.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The 2012 __________ contains data on the number and sales of establishments in the United States that produce a product or service based on its geography, industry sector, and North American Industry Classification code.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Two important advantages of secondary data are that they are __________ and __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Setting research objectives and identifying possible marketing actions that might result from the research would take place during which step of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

Data mining refers to

Correct AnswerverifiedShow Answer

Two key elements in deciding how to collect marketing data are __________ and __________.

Correct AnswerverifiedShow Answer

Marketing researchers use tracking studies immediately before an upcoming film's release to

Correct AnswerverifiedShow Answer

What is data mining and why is it used in marketing research?

Correct AnswerverifiedData mining is the extraction ...View AnswerShow Answer

Correct Answer
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The three actions a marketing manager mu...
View Answer

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

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Correct Answer
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Correct Answer
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Two important advantages of secondary data are that they are and .

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Two key elements in deciding how to collect marketing data are and .

Correct Answer
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Correct Answer
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Correct Answer
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Data mining is the extraction ...
View Answer