Question 1

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

Question 2

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

Question 3

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 C)
G) A) and B)

Question 4

A specialized observational approach, in which trained observers seek to discover subtle behavioral and emotional reactions as consumers encounter products in their natural use environment, is referred to as __________ research.

Accepted Answer

A)  ethnographic
B)  cultural
C)  genealogical
D)  sociological
E)  physiologicalF) None of the above
G) C) and D)

Question 5

-Consider the Marketing Research Method Photo above. What type of marketing research method is most likely being represented here, 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) B) and C)
G) A) and E)

Question 6

Analyzing the data obtained during the marketing research project and presenting the findings take place during which step of the five-step marketing research approach?

Accepted Answer

A)  collect relevant information
B)  develop findings
C)  take marketing actions
D)  plan the budget
E)  identify constraintsF) D) and E)
G) A) and D)

Question 7

The extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions is referred to as

Accepted Answer

A)  predictive analysis.
B)  information extraction.
C)  variable analysis.
D)  database management.
E)  data mining.F) A) and D)
G) C) and E)

Question 8

The purpose of Nielsen Media Research's "cross-platform television ratings" is to

Accepted Answer

A)  expand its scope to include the effectiveness of online college courses.
B)  expand its scope to include satellite radio programming.
C)  combine its new online ratings with its existing TV ratings.
D)  expand its business to a global market.
E)  gain access to every American home that owns a television, mobile phone, or computer.F) A) and D)
G) B) and E)

Question 9

"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 B)
G) C) and D)

Question 10

Many consumers buy soft drinks and potato chips together when they shop at a grocery, convenience, or mass merchandiser store. But when querying its marketing information system (MIS) , one convenience store discovered that when consumers bought a sandwich, many also purchased toothpaste. This information was obtained from checkout scanner data from its stores nationwide. This convenience store used __________ to extract this hidden information from its MIS to find the statistical link between the two product categories.

Accepted Answer

A)  linear trend extrapolation
B)  heuristic modeling
C)  data mining
D)  descriptive research
E)  RFID dataF) None of the above
G) C) and D)

Question 11

-Figure 7-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does Box A represent?

Accepted Answer

A)  external data sources
B)  results
C)  data warehouse
D)  internal data sources
E)  buying queriesF) A) and E)
G) C) and D)

Question 12

Several marketing data services provide information on household demographics and lifestyle, purchases, TV viewing behavior, etc. The principle advantage of these services is that

Accepted Answer

A)  one service can collect, analyze, interrelate, and present this information.
B)  all data collection and analysis is computerized, so the results obtained are almost instantaneous.
C)  members of the firm can be included in the analysis of data, making the results more reliable.
D)  the service gets paid on a percentage basis; the better the information, the higher the fee.
E)  firms using these services get discounts if they share their customer data with competitors.F) D) and E)
G) A) and B)

Question 13

The U.S. Census Bureau website

Accepted Answer

A)  are repositories of information on U.S. business, economic and trade activity collected by the federal government.
B)  are portals to all government websites that can be found by topic or keyword.
C)  provide up-to-the-minute business news and security prices plus research reports of companies, industries, and countries.
D)  are the most popular Internet portals to enter key words or topics for specific searches.
E)  access information in online databases and blogs by primary topic.F) None of the above
G) C) and E)

Question 14

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-measurablF) A) and B)
G) A) and E)

Question 15

A survey of buyers' intentions forecast involves

Accepted Answer

A)  starting with the last known value of the item being forecast, listing the factors that could affect the forecast, assessing whether they have a positive or negative impact, and making the final forecast.
B)  making decisions without any intervening steps.
C)  asking prospective customers if they are likely to buy the product during some future time period.
D)  asking the firm's salespeople to estimate sales during a coming period.
E)  selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect.F) A) and C)
G) B) and D) C

Question 16

Mechanical, personal, or neuromarketing methods are ways that __________ data can be collected.

Accepted Answer

A)  virtual
B)  primary source
C)  hypothetical
D)  observational
E)  statisticalF) B) and E)
G) C) and E)

Question 17

9. As head of the household, please answer the following questions about you and your household. [Check only one for each item.]
a. What is your gender?   \quad □\square□  Male  \quad    □\square□  Female
b. What is your marital status?   \quad □\square□  Single   \quad □\square□  Married   \quad □\square□  Other (widowed, divorced, etc.) 
c. How many children under age 18 live in your home?   \quad □\square□ 0  \quad □\square□  1  \quad    □\square□  2  \quad    □\square□  3   or more 	ext { or more }  or more   
d. What is your age?  \quad    □\square□  Under 25 \quad     □\square□   25 - 44  \quad    □\square□   45or older
e. What is your total annual individual or household income?
 \quad    □\square□ Less than $ 15,000  \quad    □\square□ $ 15,000 - 49,000  \quad    □\square□  Over  $49,000\$ 49,000$49,000 
-Consider Figure 7-4: Question 9 above, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Which of the following statements most likely explains why Question 9 was included in the questionnaire?

Accepted Answer

A)  Wendy's wanted to know if children eat at its restaurants.
B)  Wendy's wanted to know why people have children under age 18 living at home.
C)  Wendy's can use these personal and household demographic characteristics to segment the fast-food market.
D)  Wendy's wants to know how much people earn so it knows whether it should take credit cards for purchases.
E)  Wendy's wanted to send these respondents coupons for the products that would appeal to them most. F) C) and D)
G) A) and B) C

Question 18

Once a market researcher has defined the problem, developed the research plan, and collected the relevant information, what is the next step in the five-step marketing research approach?

Accepted Answer

A)  set budgets
B)  determine target market
C)  take marketing actions
D)  develop findings
E)  determine if there is a planning gap between desired findings and actual findingsF) A) and D)
G) C) and D)

Question 19

Marketing information or data 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 t...

Question 20

A fixed alternative question with three or more choices uses a(n)  __________.

Accepted Answer

A)  frequency distribution
B)  scale
C)  measure of success
D)  open-ended question
E)  constraintF) A) and B)
G) C) and D)

Exam 7: Marketing Research: From Customer Insights to Actions

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

Correct Answer
verified

Correct Answer
verified
A

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 Answer
verified

A specialized observational approach, in which trained observers seek to discover subtle behavioral and emotional reactions as consumers encounter products in their natural use environment, is referred to as __________ research.

Correct Answer
verified

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

Correct Answer
verified

Analyzing the data obtained during the marketing research project and presenting the findings take place during which step of the five-step marketing research approach?

Correct Answer
verified

The extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions is referred to as

Correct Answer
verified

The purpose of Nielsen Media Research's "cross-platform television ratings" is to

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

-Figure 7-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does Box A represent?

Correct Answer
verified

Several marketing data services provide information on household demographics and lifestyle, purchases, TV viewing behavior, etc. The principle advantage of these services is that

Correct Answer
verified

The U.S. Census Bureau website

Correct Answer
verified

The two main types of data are

Correct Answer
verified

A survey of buyers' intentions forecast involves

Correct Answer
verified
C

Mechanical, personal, or neuromarketing methods are ways that __________ data can be collected.

Correct Answer
verified

Correct Answer
verified
C

Once a market researcher has defined the problem, developed the research plan, and collected the relevant information, what is the next step in the five-step marketing research approach?

Correct Answer
verified

Marketing information or data 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 t...
View Answer

A fixed alternative question with three or more choices uses a(n) __________.

Correct Answer
verified

Exam 7: Marketing Research: From Customer Insights to Actions

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedA

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

A specialized observational approach, in which trained observers seek to discover subtle behavioral and emotional reactions as consumers encounter products in their natural use environment, is referred to as __________ research.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Analyzing the data obtained during the marketing research project and presenting the findings take place during which step of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

The extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions is referred to as

Correct AnswerverifiedShow Answer

The purpose of Nielsen Media Research's "cross-platform television ratings" is to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

-Figure 7-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does Box A represent?

Correct AnswerverifiedShow Answer

Several marketing data services provide information on household demographics and lifestyle, purchases, TV viewing behavior, etc. The principle advantage of these services is that

Correct AnswerverifiedShow Answer

The U.S. Census Bureau website

Correct AnswerverifiedShow Answer

The two main types of data are

Correct AnswerverifiedShow Answer

A survey of buyers' intentions forecast involves

Correct AnswerverifiedC

Mechanical, personal, or neuromarketing methods are ways that __________ data can be collected.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedC

Once a market researcher has defined the problem, developed the research plan, and collected the relevant information, what is the next step in the five-step marketing research approach?

Correct AnswerverifiedShow Answer

Marketing information or data 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 t...View AnswerShow Answer

A fixed alternative question with three or more choices uses a(n) __________.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
A

Correct Answer
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Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

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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C

Correct Answer
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Correct Answer
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C

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

Correct Answer
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