Question 1

potential difficulty with a test market is that outside factors,such as 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 E)
G) A) and B)

Question 2

Figure 8-1
-According to Figure 8-1 above,"specify constraints" occurs during which step of the five-step marketing research approach?

Accepted Answer

A)   "A"
B)   "B"
C)   "C"
D)   "D"
E)   "E"F) B) and E)
G) B) and D)

Question 3

__________ surveys are usually biased because those most likely to respond are those who have had especially positive or negative experiences with the product or brand.

Accepted Answer

A)   Personal interview
B)   Online
C)   Telephone
D)   Fax
E)   MailF) C) and E)
G) A) and C)

Question 4

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 th...

Question 5

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

Question 6

Figure 8-4: Question 1
-"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 D)
G) All of the above

Question 7

trend extrapolation,the pattern used to describe a straight line is called __________.

Accepted Answer

A)   causal analysis
B)   non-parametric regression
C)   planning gap analysis
D)   infinite dimension
E)   linear trend extrapolationF) B) and E)
G) A) and C)

Question 8

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 D)
G) B) and D)

Question 9

test market in which a new breakfast cereal is offered at different prices to determine the different levels of sales is an example of which type of marketing research?

Accepted Answer

A)   descriptive
B)   explanatory
C)   exploratory
D)   causal
E)   concreteF) D) and E)
G) All of the above

Question 10

Marketing Research Method Photo B
-marketing research approach that uses a discussion leader to interview 6 to 10 past,present,or prospective customers is referred to as

Accepted Answer

A)   a depth (or individual)  interview.
B)   data mining.
C)   a research team.
D)   a focused interview.
E)   a focus group.F) C) and E)
G) A) and B)

Question 11

Figure 8-4: Question 6
-Consider Figure 8-4: Question 6 above,which is 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) A) and C)
G) D) and E)

Question 12

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 C)
G) C) and D)

Question 13

Decision making is the act of

Accepted Answer

A)   consciously choosing from among alternatives.
B)   consciously choosing an action that doesn't involve risk.
C)   a subjective selection from a subset of positive alternatives.
D)   subconsciously selecting the alternative that is most consistent with one's personal beliefs.
E)   objectively selecting the most financially sound decision among two or more alternatives.F) A) and E)
G) C) and D)

Question 14

Effective decision makers develop specific __________,which are criteria or standards used in evaluating proposed solutions to the problem.

Accepted Answer

A)   standards of accuracy
B)   measures of success
C)   measures of variability
D)   limits of consideration
E)   limits of probabilityF) C) and D)
G) All of the above

Question 15

salesforce survey forecast involves

Accepted Answer

A)   asking prospective customers if they are likely to buy the product during some future time period.
B)   asking the firm's salespeople to estimate sales during a coming period.
C)   selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect.
D)   making decisions without any intervening steps.
E)   averaging the projections obtained from just regional sales managers and then making the final projection.F) A) and D)
G) All of the above

Question 16

Filmmakers want movie titles that use the same factors that make a good brand name.Ideally,they should __________.

Accepted Answer

A)   have no legal restrictions
B)   create a sense of mystery
C)   use devices such as alliteration or rhyme
D)   create a sense of familiarity
E)   be creativeF) A) and B)
G) C) and D)

Question 17

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 18

Marketing Research Method Photo A
-Research and media firm Youth Culture publishes Watch magazine,a teen publication given out free to high school students.Unfortunately,the publication was unable to gauge whether or not it was meeting the needs of its audience.Youth Culture handed out surveys to learn how students felt about the publication.Feedback indicated teen boys and girls were demanding very different things from the publication.This feedback was gleaned from __________ data.

Accepted Answer

A)   questionnaire
B)   internal secondary
C)   external secondary
D)   observational
E)   promotional salesF) A) and E)
G) B) and C)

Question 19

Movie studios use tracking studies in which prospective moviegoers are asked questions about an upcoming film release to help them forecast sales.This is an example of

Accepted Answer

A)   movie advertising.
B)   marketing research.
C)   tactical support.
D)   cross-movie research.
E)   movie audits.F) D) and E)
G) None of the above

Question 20

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to deal with claims.It wants to introduce its product into new markets,but before it does so,it wants to predict how successful its sales efforts will be.The marketing research firm hired to conduct the research study has six months to gather,analyze,and present its data to DirectProtect.The required time frame is an example of a(n)

Accepted Answer

A)   dependent variable.
B)   obstruction.
C)   objective.
D)   constraint.
E)   independent variable.F) A) and E)
G) None of the above

Exam 8: Marketing Research: From Customer Insights to Actions

__________ surveys are usually biased because those most likely to respond are those who have had especially positive or negative experiences with the product or brand.

Correct Answer
verified

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

Correct Answer
verified

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

trend extrapolation,the pattern used to describe a straight line is called __________.

Correct Answer
verified

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

Correct Answer
verified

Movie studios use tracking studies in which prospective moviegoers are asked questions about an upcoming film release to help them forecast sales.This is an example of

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 th...
View Answer

Figure 8-1 -According to Figure 8-1 above,"specify constraints" occurs during which step of the five-step marketing research approach?

Correct Answer
verified

two main types of data are

Correct Answer
verified

Effective decision makers develop specific __________,which are criteria or standards used in evaluating proposed solutions to the problem.

Correct Answer
verified

Filmmakers want movie titles that use the same factors that make a good brand name.Ideally,they should __________.

Correct Answer
verified

Marketing Research Method Photo B -marketing research approach that uses a discussion leader to interview 6 to 10 past,present,or prospective customers is referred to as

Correct Answer
verified

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

salesforce survey forecast involves

Correct Answer
verified

Figure 8-4: Question 1 -"Have you been to a dentist within the past 6 months? _ Yes _ No?" is an example of which type of question?

Correct Answer
verified

Decision making is the act of

Correct Answer
verified

Figure 8-4: Question 6 -Consider Figure 8-4: Question 6 above,which is 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

test market in which a new breakfast cereal is offered at different prices to determine the different levels of sales is an example of which type of marketing research?

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

__________ surveys are usually biased because those most likely to respond are those who have had especially positive or negative experiences with the product or brand.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

trend extrapolation,the pattern used to describe a straight line is called __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Movie studios use tracking studies in which prospective moviegoers are asked questions about an upcoming film release to help them forecast sales.This is an example of

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 th...View AnswerShow Answer

Figure 8-1 -According to Figure 8-1 above,"specify constraints" occurs during which step of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

two main types of data are

Correct AnswerverifiedShow Answer

Effective decision makers develop specific __________,which are criteria or standards used in evaluating proposed solutions to the problem.

Correct AnswerverifiedShow Answer

Filmmakers want movie titles that use the same factors that make a good brand name.Ideally,they should __________.

Correct AnswerverifiedShow Answer

Marketing Research Method Photo B -marketing research approach that uses a discussion leader to interview 6 to 10 past,present,or prospective customers is referred to as

Correct AnswerverifiedShow Answer

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

salesforce survey forecast involves

Correct AnswerverifiedShow Answer

Figure 8-4: Question 1 -"Have you been to a dentist within the past 6 months? ___ Yes ___ No?" is an example of which type of question?

Correct AnswerverifiedShow Answer

Decision making is the act of

Correct AnswerverifiedShow Answer

Figure 8-4: Question 6 -Consider Figure 8-4: Question 6 above,which is 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

test market in which a new breakfast cereal is offered at different prices to determine the different levels of sales is an example of which type of marketing research?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Figure 8-4: Question 1 -"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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