Question 1

Effective decision makers rely on criteria or standards known as __________ that are used in evaluating proposed solutions to a problem.

Accepted Answer

A)  marketing dashboards
B)  descriptive research
C)  constraints
D)  problem definitions
E)  measures of successF) B) and C)
G) A) and E)

Question 2

Which of the following is NOT a disadvantage of online surveys?

Accepted Answer

A)  e-mail surveys may be viewed as junk
B)  the cost
C)  some potential respondents have a pop-up blocker that prohibits a browser from opening a separate window that contains the survey
D)  without the necessary technology, respondents can complete the survey multiple times, creating a significant bias in the results
E)  some potential respondents may employ spam blockers.F) A) and D)
G) None of the above

Question 3

Measures of success refer to

Accepted Answer

A)  the goals the decision maker seeks to achieve in solving a problem.
B)  criteria or standards used in evaluating proposed solutions to a problem.
C)  identification of acceptable alternatives for collecting data to solve a problem.
D)  objective data used to identify the most profitable solution to a marketing problem.
E)  subjective data used to identify the most profitable solution to a marketing problem.F) A) and E)
G) A) and B)

Question 4

The J.D. Power & Associates and other market research firms recruit groups of consumers for __________, each of whom are paid to record all of their purchases on a regular basis. Businesses pay firms like J.D. Power for their reports that answer the question, "How many times did our customers buy our products this year compared to last year?"

Accepted Answer

A)  focus groups
B)  experiments
C)  syndicated panels
D)  syndicated data mining
E)  mall intercept interviewsF) C) and D)
G) B) and E)

Question 5

Data obtained by manipulating factors under tightly controlled conditions to test cause and effect is an example of

Accepted Answer

A)  questionnaire data.
B)  virtual modeling.
C)  an experiment.
D)  a panel.
E)  nonprobability sampling.F) B) and D)
G) C) and D)

Question 6

Carma Laboratories, Inc., the maker of Carmex lip balm, used __________ to conduct marketing research to understand the nature of online conversations about lip balm.

Accepted Answer

A)  ethnographic research
B)  depth interviews
C)  focus groups
D)  social media
E)  telephone surveysF) A) and E)
G) A) and D)

Question 7

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

Accepted Answer

A)  constraint.
B)  exemplar.
C)  new-product concept.
D)  test offering.
E)  protocol.F) A) and B)
G) A) and C)

Question 8

Offering a product for sale in a small geographic area to help evaluate potential market actions is called a(n)  __________.

Accepted Answer

A)  micro market
B)  test market
C)  experimental market
D)  simulated market
E)  trial marketF) All of the above
G) C) and D)

Question 9

Researchers for Frito-Lay discovered that matte beige bags of potato chips picturing potatoes and other healthy ingredients in the snack do not trigger activity in the anterior cingulate cortex, an area of the brain associated with feelings of guilt, as much as shiny bags with pictures of chips. Frito-Lay then switched out of shiny packaging in the United States shortly thereafter. This is an example of using

Accepted Answer

A)  extrapolation.
B)  supposition.
C)  implication.
D)  neuromarketing.
E)  conjectureF) None of the above
G) A) and B)

Question 10

Which of the following statements represents a possible measure of success in the first step of the five-step marketing research approach, defining the problem?

Accepted Answer

A)  You have three weeks and $10,000 to determine if it is going to be profitable to serve breakfast on weekdays or not.
B)  If three-year olds like this product, then it stands to reason that four-year olds will like it even more.
C)  Use mail questionnaires, not focus groups.
D)  Let's identify the most cost effective method of advertising.
E)  If the test subject eats most or all of the sample during the taste test, it will be assumed that he or she likes it.F) A) and D)
G) A) and B)

Question 11

-According to Figure 7-1 above, implementing marketing actions occurs during which step of the five-step marketing research approach?

Accepted Answer

A)  A
B)  B
C)  C
D)  D
E)  EF) A) and B)
G) None of the above

Question 12

Observational data refer to

Accepted Answer

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

Question 13

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

Question 14

The process of selecting elements from a population, collecting data from them, and using it as representative of all those a researcher is interested in is referred to as

Accepted Answer

A)  hypothesis generation.
B)  sampling.
C)  information gathering.
D)  statistical inference.
E)  probability extrapolation.F) A) and C)
G) B) and C)

Question 15

Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30, 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 a closed-end question that might have been asked?

Accepted Answer

A)  Why would you want to shop at a store that carries plus-size clothing?
B)  In what ways might you be uncomfortable shopping at a plus-size-only retailer?
C)  Would you be interested in buying the Torrid merchandise on the Internet? ___ Yes ___ No
D)  What type of person would shop at Torrid?
E)  What is your age? Please write the number in the space: __________F) B) and D)
G) A) and C)

Question 16

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) C) and E)
G) A) and B)

Question 17

When Procter & Gamble acquired the Old Spice brand, it decided to reposition the brand by using different television and print advertising to see whether sales would increase. The level of sales is the __________ in this experiment.

Accepted Answer

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

Question 18

What is the difference between a semantic differential scale and a Likert scale?

Accepted Answer

Both are used with fixed alternative que...

Question 19

Members of the Book Promoters Association of Canada recently questioned what could be done to rejuvenate the Canadian book publishing industry. Some claimed the problem was that many Canadian bookstores had been replaced by Amazon.com. Others said the problem was stodgy advertising. Still others believed the problem small budgets for marketing programs. The best way to identify the problem would be to use __________.

Accepted Answer

A)  market analysis
B)  marketing management
C)  a marketing audit
D)  marketing research
E)  data miningF) A) and E)
G) A) and B)

Question 20

After defining the problem and developing the research plan, the next step in the five-step marketing research approach is to

Accepted Answer

A)  collect relevant information.
B)  develop findings and recommendations.
C)  take marketing actions.
D)  plan the research budget.
E)  identify the constraints on the process.F) B) and E)
G) A) and B)

Exam 7: Marketing Research: From Customer Insights to Actions

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

Correct Answer
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Which of the following is NOT a disadvantage of online surveys?

Correct Answer
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Observational data refer to

Correct Answer
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In a marketing decision, constraints refer to

Correct Answer
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The process of selecting elements from a population, collecting data from them, and using it as representative of all those a researcher is interested in is referred to as

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
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Measures of success refer to

Correct Answer
verified

Data obtained by manipulating factors under tightly controlled conditions to test cause and effect is an example of

Correct Answer
verified

After defining the problem and developing the research plan, the next step in the five-step marketing research approach is to

Correct Answer
verified

When Procter & Gamble acquired the Old Spice brand, it decided to reposition the brand by using different television and print advertising to see whether sales would increase. The level of sales is the __________ in this experiment.

Correct Answer
verified

Effective decision makers rely on criteria or standards known as __________ that are used in evaluating proposed solutions to a problem.

Correct Answer
verified

Which of the following statements represents a possible measure of success in the first step of the five-step marketing research approach, defining the problem?

Correct Answer
verified

What is the difference between a semantic differential scale and a Likert scale?

Correct Answer
verified
Both are used with fixed alternative que...
View Answer

Correct Answer
verified

Correct Answer
verified

Carma Laboratories, Inc., the maker of Carmex lip balm, used __________ to conduct marketing research to understand the nature of online conversations about lip balm.

Correct Answer
verified

Correct Answer
verified

Offering a product for sale in a small geographic area to help evaluate potential market actions is called a(n) __________.

Correct Answer
verified

-According to Figure 7-1 above, implementing marketing actions occurs during which step of the five-step marketing research approach?

Correct Answer
verified

Exam 7: Marketing Research: From Customer Insights to Actions

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

Correct AnswerverifiedShow Answer

Which of the following is NOT a disadvantage of online surveys?

Correct AnswerverifiedShow Answer

Observational data refer to

Correct AnswerverifiedShow Answer

In a marketing decision, constraints refer to

Correct AnswerverifiedShow Answer

The process of selecting elements from a population, collecting data from them, and using it as representative of all those a researcher is interested in is referred to as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Measures of success refer to

Correct AnswerverifiedShow Answer

Data obtained by manipulating factors under tightly controlled conditions to test cause and effect is an example of

Correct AnswerverifiedShow Answer

After defining the problem and developing the research plan, the next step in the five-step marketing research approach is to

Correct AnswerverifiedShow Answer

When Procter & Gamble acquired the Old Spice brand, it decided to reposition the brand by using different television and print advertising to see whether sales would increase. The level of sales is the __________ in this experiment.

Correct AnswerverifiedShow Answer

Effective decision makers rely on criteria or standards known as __________ that are used in evaluating proposed solutions to a problem.

Correct AnswerverifiedShow Answer

Which of the following statements represents a possible measure of success in the first step of the five-step marketing research approach, defining the problem?

Correct AnswerverifiedShow Answer

What is the difference between a semantic differential scale and a Likert scale?

Correct AnswerverifiedBoth are used with fixed alternative que...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Carma Laboratories, Inc., the maker of Carmex lip balm, used __________ to conduct marketing research to understand the nature of online conversations about lip balm.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Offering a product for sale in a small geographic area to help evaluate potential market actions is called a(n) __________.

Correct AnswerverifiedShow Answer

-According to Figure 7-1 above, implementing marketing actions occurs during which step of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

Correct Answer
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Both are used with fixed alternative que...
View Answer

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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