Question 1

GI Designs,a copper furniture manufacturer,increased the price on its copper table tops by 20 percent for three months to see what the effect would be on its sales.The price increase is the __________ in this three-month experiment.

Accepted Answer

A)  control
B)  dependent variable
C)  independent variable
D)  constraint
E)  hypothesisF) All of the above
G) C) and D) C

Question 2

"Have you been to a dentist within the past 6 months? ___ Yes ___ No?" is an example of which type of question?

Accepted Answer

A)  Likert scale
B)  semantic differential
C)  dichotomous
D)  open-ended
E)  evaluativeF) A) and E)
G) B) and E)

Question 3

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

Question 4

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

Accepted Answer

A)  primary data; empirical data
B)  empirical data; secondary data
C)  secondary data; demographic data
D)  demographic data; observational data
E)  internal secondary data; external secondary dataF) B) and E)
G) A) and B)

Question 5

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 D)
G) A) and B)

Question 6

The facts and figures related to the problem are referred to as __________.

Accepted Answer

A)  data
B)  statistics
C)  variables
D)  concepts
E)  constraintsF) B) and D)
G) All of the above

Question 7

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) All of the above
G) None of the above

Question 8

Observational data refer to

Accepted Answer

A)  facts and figures newly collected for the project at hand.
B)  facts and figures obtained by watching,either mechanically or in person,how people actually behave.
C)  facts and figures obtained by asking people questions either through personal interviews,panel discussions,or questionnaires.
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) B) and D)
G) B) and E)

Question 9

A market researcher showed a new brand of designer jeans to several groups of college students and asked the students to rate their quality.Two weeks later,the researcher showed the same college students a television advertisement 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 advertisement,the students' ratings of the new jeans would be more positive than their original ratings.In this experiment,students' ratings of the new blue jeans served as the

Accepted Answer

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

Question 10

In marketing experiments,the independent variables of interest,sometimes called the marketing __________,are often one or more of the marketing mix elements.

Accepted Answer

A)  factors
B)  drivers
C)  forces
D)  actions
E)  causalitiesF) A) and C)
G) B) and C) B

Question 11

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

Accepted Answer

A)  concepts; notions
B)  concepts; methods
C)  notions; hypotheses
D)  perceptions; impressions
E)  methods; theoriesF) D) and E)
G) B) and D)

Question 12

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

Question 13

Nielsen Media Research collects national TV ratings by using a "people meter." This is a box that is attached to TV sets,VCRs,DVRs,cable boxes,and satellite dishes in over 9,000 households across the country.A viewer uses the remote to signal the people meter that he or she is watching a TV program.The box then transmits the viewing information to the Nielsen Company.The information Nielsen is collecting is referred to as __________.

Accepted Answer

A)  internal secondary data
B)  interactive industry data
C)  sensitivity data
D)  external secondary data
E)  observational dataF) A) and E)
G) D) and E)

Question 14

MOST LIKELY being used by the researcher? A) individual interview B) ethnographic research C) a focus group D) observation E) data mining" class="answers-bank-image d-inline" rel="preload" >
-Consider the Marketing Research Method Photo B above.What type of primary research method is MOST LIKELY being used by the researcher?

Accepted Answer

A)  individual interview
B)  ethnographic research
C)  a focus group
D)  observation
E)  data miningF) C) and D)
G) B) and D)

Question 15

A direct forecast involves estimating the value to be forecast and

Accepted Answer

A)  making decisions without any intervening steps.
B)  halving the highest values and doubling the lowest values to determine an acceptable forecast range.
C)  selecting the alternative that holds the greatest consensus within the management team.
D)  then conducting a sensitivity analysis to determine price elasticity.
E)  selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts are incorrect.F) A) and B)
G) A) and C)

Question 16

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and deal with claims.It wants to introduce its product into new markets,but before it does so,it wants to have a prediction of how successful its sales efforts will be.The first thing researchers did was invite in a group of eight insured people to talk about home and auto insurance.Their conversation was recorded and later analyzed to determine if there were any differences between customers from different markets.This was an example of a(n)

Accepted Answer

A)  experiment.
B)  focus group.
C)  panel.
D)  evaluative interview.
E)  depth interview.F) D) and E)
G) All of the above

Question 17

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

Accepted Answer

Data mining is the extraction ...

Question 18

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 improve marketing decisions.F) A) and B)
G) A) and C)

Question 19

The Minnesota Twins,a professional baseball team,wanted to develop creative ways to boost sagging attendance at its ball games.The Twins hired a moderator who,after every home game during the month of July,led informal discussions with groups of 6 to 10 fans to find out what they did and did not like about the baseball team and their experience at the stadium.The discussions were videotaped so that researchers could review the data at a later date and in more detail.What are such informal research discussions called?

Accepted Answer

A)  experiments
B)  secondary data
C)  focus groups
D)  panels
E)  depth interviewsF) A) and B)
G) D) and E)

Question 20

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

Accepted Answer

A)  customer phone calls.
B)  repeat sales reports.
C)  billing records.
D)  salespeople's call reports.
E)  sales reports by geographic region.F) A) and B)
G) A) and C)

Exam 7: Marketing Research: From Customer Insights to Actions

GI Designs,a copper furniture manufacturer,increased the price on its copper table tops by 20 percent for three months to see what the effect would be on its sales.The price increase is the __________ in this three-month experiment.

Correct Answer
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C

"Have you been to a dentist within the past 6 months? _ Yes _ No?" is an example of which type of question?

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

Correct Answer
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Secondary data can be divided into two parts-_ and _.

Correct Answer
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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 Answer
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The facts and figures related to the problem are referred to as __________.

Correct Answer
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Data mining refers to

Correct Answer
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Observational data refer to

Correct Answer
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Correct Answer
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In marketing experiments,the independent variables of interest,sometimes called the marketing __________,are often one or more of the marketing mix elements.

Correct Answer
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B

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

Correct Answer
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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 Answer
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E

Correct Answer
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-Consider the Marketing Research Method Photo B above.What type of primary research method is MOST LIKELY being used by the researcher?

Correct Answer
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A direct forecast involves estimating the value to be forecast and

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

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

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

Correct Answer
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Exam 7: Marketing Research: From Customer Insights to Actions

GI Designs,a copper furniture manufacturer,increased the price on its copper table tops by 20 percent for three months to see what the effect would be on its sales.The price increase is the __________ in this three-month experiment.

Correct AnswerverifiedC

"Have you been to a dentist within the past 6 months? ___ Yes ___ No?" is an example of which type of question?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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 facts and figures related to the problem are referred to as __________.

Correct AnswerverifiedShow Answer

Data mining refers to

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Observational data refer to

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Correct AnswerverifiedShow Answer

In marketing experiments,the independent variables of interest,sometimes called the marketing __________,are often one or more of the marketing mix elements.

Correct AnswerverifiedB

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

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 AnswerverifiedE

Correct AnswerverifiedShow Answer

-Consider the Marketing Research Method Photo B above.What type of primary research method is MOST LIKELY being used by the researcher?

Correct AnswerverifiedShow Answer

A direct forecast involves estimating the value to be forecast and

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

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

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

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Correct AnswerverifiedShow Answer

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

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C

"Have you been to a dentist within the past 6 months? _ Yes _ No?" is an example of which type of question?

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

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B

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

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E

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Data mining is the extraction ...
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