Question 1

Observational data refer to

Accepted Answer

A)  facts and figures newly collected for the project at hand.
B)  facts and figures obtained by asking people questions either through personal interviews,panel discussions,or questionnaires.
C)  facts and figures obtained by watching,either mechanically or in person,how people actually behave.
D)  facts and figures that have already been recorded from multiple sources prior to the project.
E)  conclusions developed from information obtained from a representative sample of a population.F) C) and D)
G) None of the above

Question 2

Figure 8-2B 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?"

Accepted Answer

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

Question 3

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

Accepted Answer

A)  virtual
B)  hypothetical
C)  primary source
D)  observational
E)  statisticalF) C) and D)
G) A) and C)

Question 4

As marketing vice president of Health Care Services,Inc. ,you are in charge of developing an experiment to test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory.Which experiment will do this best?

Accepted Answer

A)  Create an incentive program for your salesforce based upon individual performance.Use increases in customer satisfaction as your dependent variable and increases in sales performance as your independent variable.
B)  Select three degrees of service health care (poor,good,average) as your independent variable and measure customer responses for each grade using the same number of sales representatives in each territory as your dependent variable.
C)  Create an incentive program for your salesforce based upon individual performance.Use increases in customer satisfaction as your independent variable and increases in sales performance as your dependent variable.
D)  Use a different number of salespeople in three different sales territories as your independent variable and changes in sales of health care services as the dependent variable.
E)  Create an incentive program for your salesforce based upon team performance.Use increases in customer satisfaction as your independent variable and increases in sales performance for the team as your dependent variable.F) A) and B)
G) A) and C)

Question 5

In a decision,the restrictions placed on potential solutions to a problem are referred to as

Accepted Answer

A)  objectives.
B)  inhibitors.
C)  dependent variables.
D)  obstructions.
E)  constraints.F) All of the above
G) A) and E)

Question 6

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

Question 7

All of the following are examples of marketing input data EXCEPT:

Accepted Answer

A)  advertising budgets.
B)  call reports.
C)  accounting records.
D)  sales budgets.
E)  advertising expenses.F) All of the above
G) A) and B)

Question 8

__________ 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 E)
G) A) and B)

Question 9

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) C) and D)
G) B) and D)

Question 10

In marketing,a conscious choice made from among two or more alternatives is referred to as

Accepted Answer

A)  a preference.
B)  a paradigm.
C)  a conclusion.
D)  a paradox.
E)  a decision.F) D) and E)
G) A) and E)

Question 11

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

Accepted Answer

Data mining is the extraction ...

Question 12

Outdoor sign makers are trying hard to stay relevant as the era of targeted mobile advertising approaches,and their latest move is to add scent.In Morresville,NC,a billboard has been erected that,for parts of the day,emits the smell of grilling steak.The scent component of the sign operates during prime commute times.It was designed by ScentAir,whose spokesperson described the aroma as,"a blend of black pepper and kind of a charcoal grilling that smells like grilled meat with a nice pepper run on it." This is an example of

Accepted Answer

A)  extrapolation.
B)  supposition.
C)  implication.
D)  neuromarketing.
E)  conjecture.F) A) and B)
G) A) and C)

Question 13

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

Question 14

What are some of the methods marketers use to conduct research and solve marketing problems? Include at least one specific print source.

Accepted Answer

Methods can include asking someone for i...

Question 15

A firm trying to obtain data on the number of households that buy a particular product would most likely use which type of marketing research?

Accepted Answer

A)  descriptive
B)  explanatory
C)  exploratory
D)  causal
E)  concreteF) A) and E)
G) C) and E)

Question 16

Which of the following would be best used to forecast the opening weekend box office sales for a new movie?

Accepted Answer

A)  test screenings
B)  demographic analysis
C)  portfolio analysis
D)  advanced promotions
E)  tracking studiesF) None of the above
G) A) and B)

Question 17

After defining the problem and developing the research plan,the next step in the five-step marketing research approach is to

Accepted Answer

A)  collect relevant information.
B)  develop findings and recommendations.
C)  take marketing actions.
D)  plan the research budget.
E)  identify the constraints on the process.F) B) and C)
G) C) and D)

Question 18

How do movie studios use marketing research?

Accepted Answer

Studios producing and marketing films em...

Question 19

A potential difficulty with experiments like test markets is that outside factors,such as the actions of competitors,can distort the results by affecting __________,such as sales.

Accepted Answer

A)  independent variables
B)  marketing drivers
C)  dependent variables
D)  causality variables
E)  probability variablesF) C) and D)
G) B) and E)

Question 20

__________ scale is one in which the respondent indicates the extent to which he or she agrees or disagrees with a statement.

Accepted Answer

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

Exam 8: 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

__________ 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

In marketing,a conscious choice made from among two or more alternatives is referred to as

Correct Answer
verified

How do movie studios use marketing research?

Correct Answer
verified
Studios producing and marketing films em...
View Answer

What are some of the methods marketers use to conduct research and solve marketing problems? Include at least one specific print source.

Correct Answer
verified
Methods can include asking someone for i...
View Answer

Mystery shoppers are people

Correct Answer
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Observational data refer to

Correct Answer
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All of the following are examples of marketing input data EXCEPT:

Correct Answer
verified

As marketing vice president of Health Care Services,Inc. ,you are in charge of developing an experiment to test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory.Which experiment will do this best?

Correct Answer
verified

__________ scale is one in which the respondent indicates the extent to which he or she agrees or disagrees with a statement.

Correct Answer
verified

A firm trying to obtain data on the number of households that buy a particular product would most likely use which type of marketing research?

Correct Answer
verified

In a decision,the restrictions placed on potential solutions to a problem are referred to as

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

After defining the problem and developing the research plan,the next step in the five-step marketing research approach is 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

Correct Answer
verified

Which of the following would be best used to forecast the opening weekend box office sales for a new movie?

Correct Answer
verified

Figure 8-2B 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?"

Correct Answer
verified

A potential difficulty with experiments like test markets is that outside factors,such as the actions of competitors,can distort the results by affecting __________,such as sales.

Correct Answer
verified

Exam 8: 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

__________ 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

In marketing,a conscious choice made from among two or more alternatives is referred to as

Correct AnswerverifiedShow Answer

How do movie studios use marketing research?

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

What are some of the methods marketers use to conduct research and solve marketing problems? Include at least one specific print source.

Correct AnswerverifiedMethods can include asking someone for i...View AnswerShow Answer

Mystery shoppers are people

Correct AnswerverifiedShow Answer

Observational data refer to

Correct AnswerverifiedShow Answer

All of the following are examples of marketing input data EXCEPT:

Correct AnswerverifiedShow Answer

As marketing vice president of Health Care Services,Inc. ,you are in charge of developing an experiment to test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory.Which experiment will do this best?

Correct AnswerverifiedShow Answer

__________ scale is one in which the respondent indicates the extent to which he or she agrees or disagrees with a statement.

Correct AnswerverifiedShow Answer

A firm trying to obtain data on the number of households that buy a particular product would most likely use which type of marketing research?

Correct AnswerverifiedShow Answer

In a decision,the restrictions placed on potential solutions to a problem are referred to as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

After defining the problem and developing the research plan,the next step in the five-step marketing research approach is 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 AnswerverifiedShow Answer

Which of the following would be best used to forecast the opening weekend box office sales for a new movie?

Correct AnswerverifiedShow Answer

Figure 8-2B 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?"

Correct AnswerverifiedShow Answer

A potential difficulty with experiments like test markets is that outside factors,such as the actions of competitors,can distort the results by affecting __________,such as sales.

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Studios producing and marketing films em...
View Answer

Correct Answer
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Methods can include asking someone for i...
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Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
verified

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
verified

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

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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