Question 1

Figure 7-1 
-According to Figure 7-1,what does C represent in the marketing research process?

Accepted Answer

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

Question 2

What are the five steps in the marketing research approach?

Accepted Answer

The five-step marketing research approac...

Question 3

The two main types of data are

Accepted Answer

A)   independent and dependent.
B)   primary and secondary.
C)   comprehension and case specific.
D)   extraneous and experimental.
E)   measurable and non-measurable.F) A) and B)
G) A) and C)

Question 4

When a marketing manager begins asking "what if" questions to determine how hypothetical changes in product or brand drivers can affect sales,she is performing __________ analysis.

Accepted Answer

A)   a marketing
B)   an environmental
C)   a structured
D)   a query
E)   a sensitivityF) C) and D)
G) A) and B)

Question 5

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

Accepted Answer

Data mining is the extraction ...

Question 6

GI Design is a small studio that designs and builds items such as fountains and tabletops made from copper.To increase sales,Greg,the owner,developed a research plan to determine what landscape architects and interior designers wanted in copper furnishings and appropriate pricing.He had begun to interview representative designers.Greg was engaged in __________,the third step of the five-step marketing research approach.

Accepted Answer

A)   developing the research plan
B)   solving the problem
C)   developing findings and recommendations
D)   collecting relevant information
E)   taking marketing actionsF) B) and D)
G) A) and E)

Question 7

The presentation of the results of data analysis is becoming a new field of marketing research known as

Accepted Answer

A)   external data sources.
B)   data visualization.
C)   data warehouse presentations.
D)   internal data source coding.
E)   data maximization.F) B) and C)
G) A) and E)

Question 8

The practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products,is called __________ hunting.

Accepted Answer

A)   trend
B)   fad
C)   fashion
D)   cult
E)   affinityF) D) and E)
G) A) and D)

Question 9

How do movie studios use marketing research?

Accepted Answer

Studios producing and marketing films em...

Question 10

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

Accepted Answer

A)   dependent variable
B)   extraneous variable
C)   constraint
D)   independent variable
E)   error variableF) C) and E)
G) B) and C)

Question 11

All of the following are challenges marketers face when conducting marketing research except which?

Accepted Answer

A)   whether consumers' actual purchase behaviors will match their stated interests or intentions
B)   whether consumers will reveal honest answers to questions about personal or status issues
C)   whether consumers will remember the brand they actually purchased in order to report it correctly
D)   whether consumers will accept a small gratuity for participating in a market research study for a new or existing product
E)   whether consumers will really know whether they are likely to buy a new product that they have never thought about beforeF) A) and B)
G) B) and E)

Question 12

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 includes

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) B) and D)
G) A) and B)

Question 13

A picture or verbal description of a product or service a firm might offer for sale is referred to as

Accepted Answer

A)   a constraint.
B)   an exemplar.
C)   a new-product concept.
D)   a test offering.
E)   a protocol.F) None of the above
G) B) and C)

Question 14

Fisher-Price watches young children play with its toys to determine if and how various products should be changed or improved.Fisher-Price is collecting __________ data.

Accepted Answer

A)   observational
B)   questionnaire
C)   interview
D)   on-site
E)   focus groupF) B) and C)
G) A) and E)

Question 15

A(n) __________ 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) A) and B)
G) A) and C)

Question 16

A(n) __________ scale is one in which the respondent indicates the extent to which he or she agrees or disagrees with a statement.

Accepted Answer

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

Question 17

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.F) C) and D)
G) All of the above

Question 18

GI Designs,a copper furniture manufacturer,increased the price on its copper tabletops 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) A) and B)
G) C) and E)

Question 19

Two key elements in deciding how to collect marketing data are

Accepted Answer

A)   concepts and values.
B)   concepts and methods.
C)   constraints and hypotheses.
D)   terms and constraints.
E)   terms and hypotheses.F) A) and B)
G) A) and C)

Question 20

The principal ways to collect new or primary data for a marketing study are by watching people and by asking them questions.Give two examples of each method.

Accepted Answer

Observing people includes watching how p...

Exam 7: Marketing Research: From Customer Insights to Actions

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

Correct Answer
verified

Fisher-Price watches young children play with its toys to determine if and how various products should be changed or improved.Fisher-Price is collecting __________ data.

Correct Answer
verified

What are the five steps in the marketing research approach?

Correct Answer
verified
The five-step marketing research approac...
View Answer

How do movie studios use marketing research?

Correct Answer
verified
Studios producing and marketing films em...
View Answer

All of the following are challenges marketers face when conducting marketing research except which?

Correct Answer
verified

When a marketing manager begins asking "what if" questions to determine how hypothetical changes in product or brand drivers can affect sales,she is performing __________ analysis.

Correct Answer
verified

A(n) __________ scale is one in which the respondent indicates the extent to which he or she agrees or disagrees with a statement.

Correct Answer
verified

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

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

The two main types of data are

Correct Answer
verified

GI Designs,a copper furniture manufacturer,increased the price on its copper tabletops 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
verified

A picture or verbal description of a product or service a firm might offer for sale is referred to as

Correct Answer
verified

Two key elements in deciding how to collect marketing data are

Correct Answer
verified

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 includes

Correct Answer
verified

The presentation of the results of data analysis is becoming a new field of marketing research known as

Correct Answer
verified

The practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products,is called __________ hunting.

Correct Answer
verified

Correct Answer
verified

Figure 7-1 -According to Figure 7-1,what does C represent in the marketing research process?

Correct Answer
verified

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

Correct Answer
verified

A(n) __________ 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

The principal ways to collect new or primary data for a marketing study are by watching people and by asking them questions.Give two examples of each method.

Correct Answer
verified
Observing people includes watching how p...
View Answer

Exam 7: Marketing Research: From Customer Insights to Actions

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

Correct AnswerverifiedShow Answer

Fisher-Price watches young children play with its toys to determine if and how various products should be changed or improved.Fisher-Price is collecting __________ data.

Correct AnswerverifiedShow Answer

What are the five steps in the marketing research approach?

Correct AnswerverifiedThe five-step marketing research approac...View AnswerShow Answer

How do movie studios use marketing research?

Correct AnswerverifiedStudios producing and marketing films em...View AnswerShow Answer

All of the following are challenges marketers face when conducting marketing research except which?

Correct AnswerverifiedShow Answer

When a marketing manager begins asking "what if" questions to determine how hypothetical changes in product or brand drivers can affect sales,she is performing __________ analysis.

Correct AnswerverifiedShow Answer

A(n) __________ scale is one in which the respondent indicates the extent to which he or she agrees or disagrees with a statement.

Correct AnswerverifiedShow Answer

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

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

The two main types of data are

Correct AnswerverifiedShow Answer

GI Designs,a copper furniture manufacturer,increased the price on its copper tabletops 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 AnswerverifiedShow Answer

A picture or verbal description of a product or service a firm might offer for sale is referred to as

Correct AnswerverifiedShow Answer

Two key elements in deciding how to collect marketing data are

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 includes

Correct AnswerverifiedShow Answer

The presentation of the results of data analysis is becoming a new field of marketing research known as

Correct AnswerverifiedShow Answer

The practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products,is called __________ hunting.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Figure 7-1 -According to Figure 7-1,what does C represent in the marketing research process?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A(n) __________ 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

The principal ways to collect new or primary data for a marketing study are by watching people and by asking them questions.Give two examples of each method.

Correct AnswerverifiedObserving people includes watching how p...View AnswerShow Answer

Correct Answer
verified

Correct Answer
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Correct Answer
verified
The five-step marketing research approac...
View Answer

Correct Answer
verified
Studios producing and marketing films em...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
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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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Correct Answer
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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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Correct Answer
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Observing people includes watching how p...
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