Question 1

Two important advantages of secondary data are that they are

Accepted Answer

A)   inexpensive and up-to-date.
B)   up-to-date and supply all relevant categories of information.
C)   inexpensive or free and save time.
D)   tailor-made to specifications and relatively inexpensive.
E)   highly credible and up-to-date.F) B) and E)
G) All of the above

Question 2

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.F) B) and C)
G) A) and E)

Question 3

A survey by the Economic Research Service of the U.S.Department of Agriculture,government statistics from the Department of Commerce,and stock market information from The Wall Street Journal would all be examples of

Accepted Answer

A)   internal primary data.
B)   nonprobability sampling methods.
C)   internal secondary data.
D)   external secondary data.
E)   external primary data.F) A) and B)
G) A) and E)

Question 4

All of the following are examples of marketing input data except which?

Accepted Answer

A)   advertising budgets
B)   call reports
C)   accounting records
D)   sales budgets
E)   advertising expensesF) B) and C)
G) A) and B)

Question 5

Briefly explain what a marketing experiment is.Include the definitions of dependent and independent variables and give examples of each.

Accepted Answer

An experiment involves obtaining data by...

Question 6

Each survey method,from focus groups to personal interviews,results in valuable __________,which are facts and figures obtained by asking people about their attitudes,awareness,intentions,and behaviors.

Accepted Answer

A)   hypothetical data
B)   generative data
C)   evaluative data
D)   questionnaire data
E)   experiential dataF) B) and E)
G) A) and B)

Question 7

A common way of collecting questionnaire data to generate ideas that involves a single researcher asking questions of one respondent is referred to as

Accepted Answer

A)   a panel.
B)   a focus consultation.
C)   an individual interview.
D)   a face-to-face exchange.
E)   an interactional interview.F) C) and D)
G) A) and C)

Question 8

Eppie's Used Cars wanted to test whether straight price discounting worked better than a free gift.It ran two different commercials on alternate Wednesdays.The first offered 20 percent off the Kelley Blue Book price for any four-wheel-drive vehicle on the lot while the second offered a free tent with the purchase of any four-wheel-drive vehicle at the Kelley Blue Book price.The type of offer was the __________ variable.The number of people that responded to each type was the __________ variable,which would suggest best strategy for increasing traffic.

Accepted Answer

A)   marketing; dependent
B)   dependent; independent
C)   control; independent
D)   independent; dependent
E)   dependent; controlF) None of the above
G) D) and E)

Question 9

Best Western International,Inc.,a national hotel chain,paid couples to film themselves as they spent three to seven days on a cross-country trip.Best Western found that women usually decide when to pull off the road,where to stay overnight,and what amenities the lodging should have to make their stay more enjoyable.These couples made choices in an authentic environment,providing __________ research to Best Western.

Accepted Answer

A)   secondary
B)   developmental
C)   alternative
D)   ethnographic
E)   focus groupF) C) and E)
G) A) and D)

Question 10

Figure 7-4: Question 6
-Consider Figure 7-4: Question 6,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 6 illustrates which type of question format?

Accepted Answer

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

Question 11

List the elements of an information technology system used to help answer marketing questions.

Accepted Answer

An information technology system used to...

Question 12

In the world of marketing,__________ are ideas about products or services.

Accepted Answer

A)   theories
B)   designs
C)   perceptions
D)   impressions
E)   conceptsF) B) and E)
G) C) and E)

Question 13

In conducting marketing research on Facebook,Carmex is considering using a marketing metric that measures how active its Facebook audience is with Carmex,such as when consumers post a comment on the Carmex wall or reply to one of the Carmex posts.This metric is called Carmex

Accepted Answer

A)   sentiment.
B)   share of voice.
C)   engagement.
D)   conversation velocity.
E)   likes.F) B) and C)
G) A) and C)

Question 14

"Have you been to a dentist within the past twelve 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) B) and E)
G) C) and D)

Question 15

Marketing information consists of secondary and primary data.Define each of these types of marketing information.Give examples for secondary and primary data.

Accepted Answer

Data,the facts and figures related to th...

Question 16

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

Accepted Answer

A)   market extrapolation.
B)   strategic hypothesizing.
C)   neuromarketing.
D)   consumer deduction.
E)   mental conjecture.F) B) and C)
G) C) and E)

Question 17

As marketing vice president of Health Care Services,Inc.,you must 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 sales force 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 sales force 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 sales force 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) B) and D)
G) A) and D)

Question 18

What are the three actions a marketing manager must take in the final step of the five-step marketing research approach?

Accepted Answer

The three actions a marketing manager mu...

Question 19

Obtaining primary and secondary data would take place during which step of the five-step marketing research approach?

Accepted Answer

A)   Collect relevant information.
B)   Develop the research plan.
C)   Develop findings.
D)   Take marketing actions.
E)   Define the problem.F) A) and E)
G) All of the above

Question 20

Marine Midland Bank sent market researchers door-to-door in the neighborhoods surrounding its branch banks.Each researcher wanted to spend 15 minutes talking with a head of the household about his or her savings accounts to discuss why he or she did not also have checking accounts and credit cards with the bank.Marine Midland researchers were using __________ to collect these data.

Accepted Answer

A)   secondary interviews
B)   individual interviews
C)   intercept interviews
D)   observational data collection
E)   ethnographic researchF) A) and B)
G) None of the above

Exam 7: Marketing Research: From Customer Insights to Actions

Figure 7-4: Question 6 -Consider Figure 7-4: Question 6,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 6 illustrates which type of question format?

Correct Answer
verified

A survey by the Economic Research Service of the U.S.Department of Agriculture,government statistics from the Department of Commerce,and stock market information from The Wall Street Journal would all be examples of

Correct Answer
verified

All of the following are examples of marketing input data except which?

Correct Answer
verified

Correct Answer
verified

A common way of collecting questionnaire data to generate ideas that involves a single researcher asking questions of one respondent is referred to as

Correct Answer
verified

List the elements of an information technology system used to help answer marketing questions.

Correct Answer
verified
An information technology system used to...
View Answer

Two important advantages of secondary data are that they are

Correct Answer
verified

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

Correct Answer
verified

Each survey method,from focus groups to personal interviews,results in valuable __________,which are facts and figures obtained by asking people about their attitudes,awareness,intentions,and behaviors.

Correct Answer
verified

In the world of marketing,__________ are ideas about products or services.

Correct Answer
verified

Marketing information consists of secondary and primary data.Define each of these types of marketing information.Give examples for secondary and primary data.

Correct Answer
verified
Data,the facts and figures related to th...
View Answer

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

Correct Answer
verified

Correct Answer
verified

As marketing vice president of Health Care Services,Inc.,you must 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

The second step of the marketing research approach is to

Correct Answer
verified

What are the three actions a marketing manager must take in the final step of the five-step marketing research approach?

Correct Answer
verified
The three actions a marketing manager mu...
View Answer

In conducting marketing research on Facebook,Carmex is considering using a marketing metric that measures how active its Facebook audience is with Carmex,such as when consumers post a comment on the Carmex wall or reply to one of the Carmex posts.This metric is called Carmex

Correct Answer
verified

Correct Answer
verified

Obtaining primary and secondary data would take place during which step of the five-step marketing research approach?

Correct Answer
verified

Briefly explain what a marketing experiment is.Include the definitions of dependent and independent variables and give examples of each.

Correct Answer
verified
An experiment involves obtaining data by...
View Answer

Exam 7: Marketing Research: From Customer Insights to Actions

Figure 7-4: Question 6 -Consider Figure 7-4: Question 6,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 6 illustrates which type of question format?

Correct AnswerverifiedShow Answer

A survey by the Economic Research Service of the U.S.Department of Agriculture,government statistics from the Department of Commerce,and stock market information from The Wall Street Journal would all be examples of

Correct AnswerverifiedShow Answer

All of the following are examples of marketing input data except which?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A common way of collecting questionnaire data to generate ideas that involves a single researcher asking questions of one respondent is referred to as

Correct AnswerverifiedShow Answer

List the elements of an information technology system used to help answer marketing questions.

Correct AnswerverifiedAn information technology system used to...View AnswerShow Answer

Two important advantages of secondary data are that they are

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Each survey method,from focus groups to personal interviews,results in valuable __________,which are facts and figures obtained by asking people about their attitudes,awareness,intentions,and behaviors.

Correct AnswerverifiedShow Answer

In the world of marketing,__________ are ideas about products or services.

Correct AnswerverifiedShow Answer

Marketing information consists of secondary and primary data.Define each of these types of marketing information.Give examples for secondary and primary data.

Correct AnswerverifiedData,the facts and figures related to th...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

As marketing vice president of Health Care Services,Inc.,you must 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

The second step of the marketing research approach is to

Correct AnswerverifiedShow Answer

What are the three actions a marketing manager must take in the final step of the five-step marketing research approach?

Correct AnswerverifiedThe three actions a marketing manager mu...View AnswerShow Answer

In conducting marketing research on Facebook,Carmex is considering using a marketing metric that measures how active its Facebook audience is with Carmex,such as when consumers post a comment on the Carmex wall or reply to one of the Carmex posts.This metric is called Carmex

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Obtaining primary and secondary data would take place during which step of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

Briefly explain what a marketing experiment is.Include the definitions of dependent and independent variables and give examples of each.

Correct AnswerverifiedAn experiment involves obtaining data by...View AnswerShow Answer

Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
An information technology system used to...
View Answer

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Data,the facts and figures related to th...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
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The three actions a marketing manager mu...
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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An experiment involves obtaining data by...
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