Question 1

__________ 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 differentialF) B) and E)
G) B) and D)

Question 2

Observing people and asking them questions are the two principal ways to obtain

Accepted Answer

A)  external secondary data.
B)  internal secondary data.
C)  primary data.
D)  experimental independent variables.
E)  nonprobability data.F) A) and B)
G) All of the above

Question 3

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 samplingF) A) and B)
G) None of the above

Question 4

Marketing teams must be vigilant in looking for ways to improve the analysis and results in order to learn lessons that might apply to future marketing research efforts.Evaluating the results of marketing research involves

Accepted Answer

A)  asking prospective customers if they are likely to buy the product during some future time period.
B)  requesting the firm's salespeople to forecast sales during a coming period.
C)  determining if the marketing research and analysis used to develop the recommendations was effective.
D)  collecting projections from all regional sales managers and making projections based on a region to region basis.
E)  collecting data from marketing experts about changes in the environment.F) A) and B)
G) All of the above

Question 5

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) All of the above

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

The __________ in a decision are the restrictions placed on potential solutions to a problem.

Accepted Answer

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

Question 8

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.F) None of the above
G) A) and D)

Question 9

The field of marketing that studies the brain and its response to marketing stimuli is referred to as

Accepted Answer

A)  extrapolation.
B)  hypothesizing.
C)  neuromarketing.
D)  deduction.
E)  conjecture.F) B) and E)
G) D) and E) C

Question 10

Red Carpet Baby!,a children's accessory and toy store,is considering expanding the size of the store.The manager queries its marketing database to understand how a change in square footage might impact sales.She is performing a(n) __________.

Accepted Answer

A)  marketing action analysis
B)  environmental scan
C)  situational analysis
D)  sensitivity analysis
E)  problem searchF) A) and B)
G) C) and D)

Question 11

The approaches that can be used to collect data to solve all or part of a marketing research problem are referred to as

Accepted Answer

A)  methods.
B)  proposals.
C)  strategies.
D)  tactics.
E)  analyses.F) None of the above
G) B) and E)

Question 12

What is the basic difference between primary and secondary data,and what are the advantages and disadvantages of each?

Accepted Answer

Secondary data are facts and figures tha...

Question 13

Three frequently used sales forecasting techniques are (1) judgments of the decision maker; (2) surveys of knowledgeable groups;and (3) __________.

Accepted Answer

A)  heuristic prognostications
B)  customer contracts
C)  trade association experts
D)  statistical methods
E)  empirical studiesF) B) and E)
G) A) and B)

Question 14

Which of the following statements concerning personal observation is most accurate?

Accepted Answer

A)  Personal observation is more accurate than ethnopsychic research because the observer/analyst is able to pick up subtleties in the respondent's body language,speech patterns,and facial movements that are often missed by other data collection methods.
B)  Personal observation is especially suited for small businesses that need the research data but cannot afford more expensive data collection methods.
C)  Personal observation is very effective since it can reveal not only what people do,but also effectively determine why they do it.
D)  Personal observation is both useful and flexible,but has reliability issues when different observers watching the same event report different results.
E)  With personal observation,different observers will reliably report the same conclusions when watching the same event,such as people brushing their teeth.F) C) and E)
G) A) and B)

Question 15

Secondary data are the

Accepted Answer

A)  facts and figures that have already been recorded before the project at hand.
B)  facts and figures that are newly collected for the project at hand.
C)  facts and figures obtained by watching people mechanically rather than in person.
D)  facts and figures obtained by asking people questions through the use of information technology.
E)  conclusions developed from information obtained from a representative sample of a population.F) A) and C)
G) A) and B)

Question 16

Consider the Marketing Research Method Photo C above.What type of marketing research method is MOST LIKELY being represented with observers behind a one-way mirror watching a discussion among people about topics of interest to marketers?

Accepted Answer

A)  individual interview
B)  questionnaire data
C)  social network
D)  information panel
E)  focus groupF) A) and B)
G) D) and E)

Question 17

A method of presenting and analyzing data involving two or more variables to discover relationships in the data is referred to as

Accepted Answer

A)  data mining.
B)  statistical inference.
C)  a cross tabulation.
D)  sampling.
E)  an experiment.F) B) and D)
G) A) and E) C

Question 18

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

Accepted Answer

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

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 informationF) None of the above
G) C) and E)

Question 20

When a marketing manager begins asking "what if" questions to determine how changes in a factor like price or advertising affect marketing results like sales or profits,she is performing a(n) __________ analysis.

Accepted Answer

A)  marketing
B)  environmental
C)  structured
D)  query
E)  sensitivityF) B) and E)
G) None of the above

Exam 8: Marketing Research: From Customer Insights to Actions

__________ 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

Observing people and asking them questions are the two principal ways to obtain

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

Marketing teams must be vigilant in looking for ways to improve the analysis and results in order to learn lessons that might apply to future marketing research efforts.Evaluating the results of marketing research involves

Correct AnswerverifiedShow Answer

Data mining refers to

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 __________ in a decision are the restrictions placed on potential solutions to a problem.

Correct AnswerverifiedD

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

Correct AnswerverifiedShow Answer

The field of marketing that studies the brain and its response to marketing stimuli is referred to as

Correct AnswerverifiedC

Red Carpet Baby!,a children's accessory and toy store,is considering expanding the size of the store.The manager queries its marketing database to understand how a change in square footage might impact sales.She is performing a(n) __________.

Correct AnswerverifiedShow Answer

The approaches that can be used to collect data to solve all or part of a marketing research problem are referred to as

Correct AnswerverifiedShow Answer

What is the basic difference between primary and secondary data,and what are the advantages and disadvantages of each?

Correct AnswerverifiedSecondary data are facts and figures tha...View AnswerShow Answer

Three frequently used sales forecasting techniques are (1) judgments of the decision maker; (2) surveys of knowledgeable groups;and (3) __________.

Correct AnswerverifiedShow Answer

Which of the following statements concerning personal observation is most accurate?

Correct AnswerverifiedShow Answer

Secondary data are the

Correct AnswerverifiedShow Answer

Consider the Marketing Research Method Photo C above.What type of marketing research method is MOST LIKELY being represented with observers behind a one-way mirror watching a discussion among people about topics of interest to marketers?

Correct AnswerverifiedShow Answer

A method of presenting and analyzing data involving two or more variables to discover relationships in the data is referred to as

Correct AnswerverifiedC

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

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

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

Correct AnswerverifiedShow Answer

When a marketing manager begins asking "what if" questions to determine how changes in a factor like price or advertising affect marketing results like sales or profits,she is performing a(n) __________ analysis.

Correct AnswerverifiedShow Answer

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Both are used with fixed alternative que...
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D

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C

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Secondary data are facts and figures tha...
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C

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