Question 1

After qualifying by having seen at least six movies in the last year,members of tracking studies for a new movie are asked three key questions,one of which is

Accepted Answer

A)   How much would you be willing to pay for a ticket?
B)   Will you be seeing the movie with someone else? If so, with whom?
C)   In your own words, what is the premise of the movie?
D)   Will you see the film this weekend?
E)   If you like the movie, what is the probability that you will purchase it when it is released on a DVD?F) A) and D)
G) A) and C)

Question 2

A potential difficulty with experiments such as 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) A) and B)
G) C) and D)

Question 3

Information technology refers to

Accepted Answer

A)   any information derived from a nonpersonal source.
B)   all of the computing resources that collect, store, and analyze data.
C)   any hardware used in collecting information to be used in market research such as scanners, telephones, voting machines, etc.
D)   any activity that uses some form of electronic communication in the inventory, exchange, advertisement, distribution, and payment of goods and services.
E)   the inventions or innovations from applied science or engineering research.F) A) and B)
G) C) and D)

Question 4

"What do you like most about Target? " followed by several lines for a response is an example of which type of marketing research question?

Accepted Answer

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

Question 5

If a marketing manager queries a marketing information system to determine the effect of three different levels of price for a new product,he is using

Accepted Answer

A)   action analysis.
B)   an environmental scan.
C)   a problem search.
D)   situational analysis.
E)   sensitivity analysis.F) B) and C)
G) B) and E) E

Question 6

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 7

In marketing research,sampling refers to

Accepted Answer

A)   testing the effectiveness of a marketing alternative in a supervised setting.
B)   the collection of various secondary data through electronic or mechanical means.
C)   allowing a subject to experience firsthand a new or updated product or service.
D)   selecting representative elements from a population and treating their answers as typical of all those in whom they are interested.
E)   testing members from all ages, both genders, and different levels of income and education to guarantee reliable information.F) B) and E)
G) A) and D)

Question 8

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 System 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) All of the above
G) B) and C)

Question 9

In a marketing decision,constraints refer to

Accepted Answer

A)   the external factors affecting the number of people who can work on a solution to a problem.
B)   the number of possible alternatives in a company's solution set.
C)   the restrictions placed on potential solutions to a problem.
D)   the internal factors affecting whether to select one alternative over another.
E)   the internal factors that determine who in the organization selects the best problem to fit the hypothetical solution.F) A) and E)
G) A) and C) C

Question 10

Several years ago,SwissAir made some unwise investments to pay for a planned expansion.As a result,the company had to make some cost-cutting moves that alienated its customers.Eventually,the company declared bankruptcy,regrouped,and found itself able to resume business.Its board of directors recently announced that the company would resume flying if it could prove that the airline could regain at least 75 percent of its lost customers.It decided to allocate $50,000 to determine the likelihood that its former customers would fly on the airline again and find methods requiring little or no money that could be used to increase that probability.This description represents which step in the marketing research approach?

Accepted Answer

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

Question 11

Before opening six Torrid plus-size-only retail stores that cater to women age 15 to 30,a great deal of information was gathered from a sample of women to determine what types of items should be carried,the image of the store,its advertising,etc.Which of the following is an example of an open-ended question that might have been asked in the survey?

Accepted Answer

A)   "Do you wear a dress larger than size 12?"
B)   "How old are you?"
C)   "Would you shop at a store that only sold plus-size clothing?"
D)   "Why do you wear that particular fashion style?"
E)   "Do you think the stores should use bright- or subtle-colored fixtures?"F) A) and E)
G) D) and E)

Question 12

A market researcher showed a plain print ad of a new brand of designer jeans to several groups of college students and asked the students to rate the quality of the jeans.Then the researcher showed some other college students a print ad 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 ad featuring Johansson,the students' ratings of the jeans would be more positive than the other ones.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) A) and B)
G) B) and D)

Question 13

A general rule of thumb among marketing researchers is to use __________ first and then collect __________.

Accepted Answer

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

Question 14

A __________ is a sample of consumers or stores from which researchers take a series of measurements.

Accepted Answer

A)   representative group
B)   jury of executive opinion
C)   panel
D)   survey of experts
E)   focus groupF) B) and D)
G) A) and E)

Question 15

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 geodemographics.
D)   postings of professional marketing opportunities at universities and colleges.
E)   an in-depth list of marketing positions and opportunities at major corporations.F) B) and E)
G) A) and E) B

Question 16

The foundation of all research using questionnaires is developing ________________ that get clear,unambiguous answers from respondents.

Accepted Answer

A)   precise questions
B)   effective research protocols
C)   online surveys
D)   observational interventions
E)   synergistic techniquesF) D) and E)
G) A) and B)

Question 17

Setting research objectives occurs during which step of the five-step marketing research approach?

Accepted Answer

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

Question 18

Individual interviews involve

Accepted Answer

A)   several people asking the same person the same questions over a period of time to check for answer reliability.
B)   asking respondents in a shopping mall to fill out a brief survey.
C)   a single researcher asking questions of one respondent.
D)   having the interviewee talk about specific aspects of a product or service using a video camera in his/her natural use environment.
E)   a panel of respondents participating in a guided discussion led by an experienced moderator.F) All of the above
G) B) and D)

Question 19

A test market for a new Kellogg's cereal is an example of

Accepted Answer

A)   hypothesis generation.
B)   an experiment.
C)   secondary data.
D)   virtual modeling.
E)   probability sampling.F) C) and E)
G) A) and B)

Question 20

Analyzing the data occurs during which step of the five-step marketing research approach?

Accepted Answer

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

Exam 7: Marketing Research: From Customer Insights to Actions

After qualifying by having seen at least six movies in the last year,members of tracking studies for a new movie are asked three key questions,one of which is

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

Correct Answer
verified

Information technology refers to

Correct Answer
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"What do you like most about Target? " followed by several lines for a response is an example of which type of marketing research question?

Correct Answer
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If a marketing manager queries a marketing information system to determine the effect of three different levels of price for a new product,he is using

Correct Answer
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E

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

Correct Answer
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Secondary data are facts and figures tha...
View Answer

In marketing research,sampling refers to

Correct Answer
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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 System code.

Correct Answer
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In a marketing decision,constraints refer to

Correct Answer
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C

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A general rule of thumb among marketing researchers is to use first and then collect .

Correct Answer
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A __________ is a sample of consumers or stores from which researchers take a series of measurements.

Correct Answer
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The Journal of Marketing Research and the Journal of Marketing provide

Correct Answer
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B

The foundation of all research using questionnaires is developing ________________ that get clear,unambiguous answers from respondents.

Correct Answer
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Setting research objectives occurs during which step of the five-step marketing research approach?

Correct Answer
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Individual interviews involve

Correct Answer
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A test market for a new Kellogg's cereal is an example of

Correct Answer
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Analyzing the data occurs during which step of the five-step marketing research approach?

Correct Answer
verified

Exam 7: Marketing Research: From Customer Insights to Actions

After qualifying by having seen at least six movies in the last year,members of tracking studies for a new movie are asked three key questions,one of which is

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Information technology refers to

Correct AnswerverifiedShow Answer

"What do you like most about Target? " followed by several lines for a response is an example of which type of marketing research question?

Correct AnswerverifiedShow Answer

If a marketing manager queries a marketing information system to determine the effect of three different levels of price for a new product,he is using

Correct AnswerverifiedE

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

In marketing research,sampling refers to

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 System code.

Correct AnswerverifiedShow Answer

In a marketing decision,constraints refer to

Correct AnswerverifiedC

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A general rule of thumb among marketing researchers is to use __________ first and then collect __________.

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A __________ is a sample of consumers or stores from which researchers take a series of measurements.

Correct AnswerverifiedShow Answer

The Journal of Marketing Research and the Journal of Marketing provide

Correct AnswerverifiedB

The foundation of all research using questionnaires is developing ________________ that get clear,unambiguous answers from respondents.

Correct AnswerverifiedShow Answer

Setting research objectives occurs during which step of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

Individual interviews involve

Correct AnswerverifiedShow Answer

A test market for a new Kellogg's cereal is an example of

Correct AnswerverifiedShow Answer

Analyzing the data occurs during which step of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

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E

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Secondary data are facts and figures tha...
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C

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A general rule of thumb among marketing researchers is to use first and then collect .

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B

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