Question 1

The second 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 information

Question 2

The Journal of Marketing Research and the Journal of Marketing provide

Accepted Answer

A)  up-to-date tables for the latest data on consumer sales,listed by industry.
B)  summaries of research methods and techniques valuable in addressing marketing problems.
C)  the latest data on marketing expenditures based on consumer demographics.
D)  postings of professional marketing opportunities at universities and colleges.
E)  an in-depth list of marketing positions and opportunities at major corporations.

Question 3

Criteria or standards used in evaluating proposed solutions to a problem are referred to as

Accepted Answer

A)  solution factors.
B)  constraints.
C)  determinant factors.
D)  measures of success.
E)  resolution parameters.

Question 4

Briefly explain the difference between a direct forecast and a lost-horse forecast.

Accepted Answer

A direct forecast involves estimating th...

Question 5

Effective decision makers develop specific __________,which are criteria or standards used in evaluating proposed solutions to the problem.

Accepted Answer

A)  standards of accuracy
B)  measures of success
C)  measures of variability
D)  limits of consideration
E)  limits of probability

Question 6

What is the difference between a semantic differential scale and a Likert scale?

Accepted Answer

Both are used with fixed alternative que...

Question 7

Questionnaire data refer to

Accepted Answer

A)  the facts and figures obtained by observing people about their attitudes,awareness,intentions,and behaviors.
B)  the facts and figures obtained by analyzing people's brain waves as consumers complete surveys about their geodemographics,ethnographics,and behaviors.
C)  psychographic data obtained by asking people non-biased questions about their age,occupation,and income.
D)  the facts and figures obtained by asking people about their attitudes,awareness,intentions,and behaviors.
E)  any type of information about a consumer obtained through non-technological methods.

Question 8

When customers have their groceries scanned at the supermarket checkout counter,the data are collected and processed by services such as SymphonyIRIGroup's (IRI) InfoScan.Consumer product firms like Proctor & Gamble use data collected by IRI to allocate scarce marketing resources.Which of the following data are NOT 
collected at retail checkout counters?

Accepted Answer

A)  coupon redemptions
B)  product bar codes
C)  product sales
D)  free sample redemptions
E)  household demographics

Question 9

Concept tests of plots using surveys,testing of marketing campaigns,sneak previews,and tracking studies are all examples of market research techniques.Collectively,they are used in the movie industry to

Accepted Answer

A)  estimate a production company's potential market share.
B)  identify prospective nominees for industry awards such as the Oscars.
C)  create an advance market for the movie's DVD release regardless of whether it is successful in its theater release or not.
D)  identify possible story lines and/or plots for future movie ventures.
E)  reduce uncertainty and to improve marketing decisions.

Question 10

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 inclusively

Question 11

Facts and figures that have already been recorded before the project at hand are referred to as

Accepted Answer

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

Question 12

__________ question allows respondents to express opinions,ideas,or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.

Accepted Answer

A)  dichotomous
B)  open-ended
C)  closed-end
D)  fixed-alternative
E)  semantic differential

Question 13

The extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions is referred to as

Accepted Answer

A)  predictive analysis.
B)  information extraction.
C)  variable analysis.
D)  database management.
E)  data mining.

Question 14

Data refers to the

Accepted Answer

A)  subjective psychographic feelings collected by an organization upon which it bases subsequent actions.
B)  objective demographic characteristics collected by an organization upon which it bases subsequent actions.
C)  facts and figures related to the problem that are divided into two main parts: secondary data and primary data.
D)  information collected by a source other than the company itself used to determine the best possible solution to a problem.
E)  opinions collected from within a company to determine which alternative within a solution set offers the greatest opportunity for success of a marketing program.

Question 15

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

Accepted Answer

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

Question 16

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

Accepted Answer

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

Question 17

The method of __________ involves generalizing the results from the sample to much larger groups of distributors,customers,or prospects to help decide on marketing actions.

Accepted Answer

A)  nonprobability sampling
B)  probability sampling
C)  extrapolation
D)  statistical inference
E)  criteria sampling

Question 18

A sample of consumers or stores from which researchers take a series of measurements is referred to as a(n)

Accepted Answer

A)  panel.
B)  experiment.
C)  focus group.
D)  jury of executive opinion.
E)  survey of experts.

Question 19

The third 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 information

Question 20

Two important disadvantages of secondary data are __________ and __________.

Accepted Answer

A)  inexpensive; up-to-date.
B)  not up-to-date; not specific enough for the project.
C)  low cost; saves time.
D)  tailor-made to specifications; out of date.
E)  none of the above.

Exam 7: Marketing Research: From Customer Insights to Actions

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

Correct Answer
verified

The method of __________ involves generalizing the results from the sample to much larger groups of distributors,customers,or prospects to help decide on marketing actions.

Correct Answer
verified

Concept tests of plots using surveys,testing of marketing campaigns,sneak previews,and tracking studies are all examples of market research techniques.Collectively,they are used in the movie industry to

Correct Answer
verified

Questionnaire data refer to

Correct Answer
verified

The extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions is referred to as

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Two important disadvantages of secondary data are and .

Correct Answer
verified

Briefly explain the difference between a direct forecast and a lost-horse forecast.

Correct Answer
verified
A direct forecast involves estimating th...
View Answer

Correct Answer
verified

Data refers to the

Correct Answer
verified

Criteria or standards used in evaluating proposed solutions to a problem are referred to as

Correct Answer
verified

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

Correct Answer
verified

__________ question allows respondents to express opinions,ideas,or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.

Correct Answer
verified

What is the difference between a semantic differential scale and a Likert scale?

Correct Answer
verified
Both are used with fixed alternative que...
View Answer

The Journal of Marketing Research and the Journal of Marketing provide

Correct Answer
verified

Effective decision makers develop specific __________,which are criteria or standards used in evaluating proposed solutions to the problem.

Correct Answer
verified

Facts and figures that have already been recorded before the project at hand are referred to as

Correct Answer
verified

A sample of consumers or stores from which researchers take a series of measurements is referred to as a(n)

Correct Answer
verified

Marketing drivers are used with which of the four Ps?

Correct Answer
verified

Exam 7: Marketing Research: From Customer Insights to Actions

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

Correct AnswerverifiedShow Answer

The method of __________ involves generalizing the results from the sample to much larger groups of distributors,customers,or prospects to help decide on marketing actions.

Correct AnswerverifiedShow Answer

Concept tests of plots using surveys,testing of marketing campaigns,sneak previews,and tracking studies are all examples of market research techniques.Collectively,they are used in the movie industry to

Correct AnswerverifiedShow Answer

Questionnaire data refer to

Correct AnswerverifiedShow Answer

The extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions is referred to as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Two important disadvantages of secondary data are __________ and __________.

Correct AnswerverifiedShow Answer

Briefly explain the difference between a direct forecast and a lost-horse forecast.

Correct AnswerverifiedA direct forecast involves estimating th...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Data refers to the

Correct AnswerverifiedShow Answer

Criteria or standards used in evaluating proposed solutions to a problem are referred to as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

__________ question allows respondents to express opinions,ideas,or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.

Correct AnswerverifiedShow Answer

What is the difference between a semantic differential scale and a Likert scale?

Correct AnswerverifiedBoth are used with fixed alternative que...View AnswerShow Answer

The Journal of Marketing Research and the Journal of Marketing provide

Correct AnswerverifiedShow Answer

Effective decision makers develop specific __________,which are criteria or standards used in evaluating proposed solutions to the problem.

Correct AnswerverifiedShow Answer

Facts and figures that have already been recorded before the project at hand are referred to as

Correct AnswerverifiedShow Answer

A sample of consumers or stores from which researchers take a series of measurements is referred to as a(n)

Correct AnswerverifiedShow Answer

Marketing drivers are used with which of the four Ps?

Correct AnswerverifiedShow Answer

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Two important disadvantages of secondary data are and .

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A direct forecast involves estimating th...
View Answer

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Both are used with fixed alternative que...
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