Question 1

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)   physiological

Question 2

The facts and figures related to a research problem are referred to as

Accepted Answer

A)   data.
B)   statistics.
C)   variables.
D)   concepts.
E)   constraints.

Question 3

Based on ________, the Campbell Soup Company changed the labels of most of its soup cans to add steam rising from the product and remove the "unemotional spoons."

Accepted Answer

A)   external secondary data, an article in the Journal of Consumer Behavior on ethnographic research
B)   social media Facebook comments and Twitter tweets analysis
C)   internal secondary data, sales reports on soup sales by flavor and package type (can or microwave bowl) 
D)   neuromarketing studies
E)   online/email questionnaires

Question 4

Marketing researchers must use the combination of data, technology, and analytics to convert the data into useful information that will answer marketing questions and lead to effective marketing actions. An organization that accomplishes this successfully is often referred to as

Accepted Answer

A)   an external data source specialist.
B)   a results-oriented enterprise.
C)   an intelligent enterprise.
D)   an internal data source user.
E)   an information entrepreneur.

Question 5

Figure 8-2
-Figure 8-2 above shows that primary data may be divided into three related parts. If C represents data obtained by watching how people actually behave using mechanical, personal, or neuromarketing methods, which type of data is C?

Accepted Answer

A)   questionnaire data
B)   mined data
C)   internal secondary data
D)   external secondary data
E)   observational data

Question 6

Which statement concerning marketing research is most accurate?

Accepted Answer

A)   The primary purpose of marketing research is to collect data for historical purposes.
B)   When collecting marketing research, people may be reluctant to tell you what you want to know.
C)   Marketing research, if done properly, will always result in a positive marketing result.
D)   People are just as able to give accurate information about products they have only heard about as those they have actually used.
E)   Among those people who participate in market research studies, there is an almost perfect correlation between a respondent's stated intentions and his/her actual buying behavior.

Question 7

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.

Question 8

All of these are examples of marketing input data except which?

Accepted Answer

A)   advertising budgets
B)   call reports
C)   shipment records
D)   sales budgets
E)   advertising expenses

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 group

Question 10

When it is desirable for the interviewer to be flexible in asking probing follow-up questions for marketing research, data would be best collected using

Accepted Answer

A)   mail surveys.
B)   mechanical observations.
C)   paper diaries.
D)   individual interviews.
E)   online surveys.

Question 11

A survey asked consumers of dental products the following question "Have you used toothpaste in the past week? ___ Yes ___ No." The results of this question show that 92.6 percent of the people in New York City have used toothpaste in the past week and 87.2 percent of people in Los Angeles have used toothpaste during the same period. This information was gathered by using which type of question?

Accepted Answer

A)   open-ended
B)   dichotomous
C)   holistic
D)   evaluative
E)   Likert scale

Question 12

In evaluating whether its Facebook and Twitter social media programs are working well, Carmex considered using various marketing metrics. One metric it chose was ________, which provides the percentages of Internet Carmex mentions that are positive, neutral, or negative.

Accepted Answer

A)   Carmex Twitter followers
B)   Carmex conversation velocity
C)   Carmex sentiment
D)   Carmex Facebook likes
E)   Carmex share of voice

Question 13

A collection of databases that store, organize, and manage data from internal and external sources is called a data

Accepted Answer

A)   vault.
B)   depot.
C)   collective.
D)   warehouse.
E)   carousel.

Question 14

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 findings.

Question 15

Test screenings and tracking studies are examples of market research techniques used in the movie industry to

Accepted Answer

A)   estimate a production company's potential market share.
B)   identify prospective nominees for industry awards such as the Oscars.
C)   create an advance market for the movie's Blu-ray release regardless of whether it is successful in its theater release or not.
D)   identify possible story lines or plots for future movie ventures.
E)   reduce uncertainty and improve marketing actions.

Question 16

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

Accepted Answer

Both are used with fixed-alternative que...

Question 17

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.

Question 18

When accessing a database, marketers can use sensitivity analysis to ask ________ questions to determine how hypothetical changes in product or brand drivers can affect sales.

Accepted Answer

A)   "what if"
B)   results-oriented
C)   data warehouse
D)   internal data
E)   buying behavior

Question 19

Figure 8-1
-According to Figure 8-1 above, what does D represent in the marketing research process?

Accepted Answer

A)   Define the problem.
B)   Develop the research plan.
C)   Develop findings.
D)   Collect relevant information.
E)   Take marketing actions

Question 20

________ is a method of presenting and analyzing data involving two or more variables to discover relationships in the data.

Accepted Answer

A)   A cross tabulation
B)   An environmental scan
C)   An absolute value
D)   A predictive information extraction
E)   An experiment

Exam 8: Marketing Research: From Customer Insights to Actions

When it is desirable for the interviewer to be flexible in asking probing follow-up questions for marketing research, data would be best collected using

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

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

A collection of databases that store, organize, and manage data from internal and external sources is called a data

Correct Answer
verified

Test screenings and tracking studies are examples of market research techniques used in the movie industry to

Correct Answer
verified

Figure 8-2 -Figure 8-2 above shows that primary data may be divided into three related parts. If C represents data obtained by watching how people actually behave using mechanical, personal, or neuromarketing methods, which type of data is C?

Correct Answer
verified

________ is a method of presenting and analyzing data involving two or more variables to discover relationships in the data.

Correct Answer
verified

Figure 8-1 -According to Figure 8-1 above, what does D represent in the marketing research process?

Correct Answer
verified

In evaluating whether its Facebook and Twitter social media programs are working well, Carmex considered using various marketing metrics. One metric it chose was ________, which provides the percentages of Internet Carmex mentions that are positive, neutral, or negative.

Correct Answer
verified

When accessing a database, marketers can use sensitivity analysis to ask ________ questions to determine how hypothetical changes in product or brand drivers can affect sales.

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

Marketing researchers must use the combination of data, technology, and analytics to convert the data into useful information that will answer marketing questions and lead to effective marketing actions. An organization that accomplishes this successfully is often referred to as

Correct Answer
verified

Based on ________, the Campbell Soup Company changed the labels of most of its soup cans to add steam rising from the product and remove the "unemotional spoons."

Correct Answer
verified

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

Correct Answer
verified

Which statement concerning marketing research is most accurate?

Correct Answer
verified

The facts and figures related to a research problem are referred to as

Correct Answer
verified

Correct Answer
verified

A survey of buyers' intentions forecast involves

Correct Answer
verified

All of these are examples of marketing input data except which?

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

When it is desirable for the interviewer to be flexible in asking probing follow-up questions for marketing research, data would be best collected using

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

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

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

A collection of databases that store, organize, and manage data from internal and external sources is called a data

Correct AnswerverifiedShow Answer

Test screenings and tracking studies are examples of market research techniques used in the movie industry to

Correct AnswerverifiedShow Answer

Figure 8-2 -Figure 8-2 above shows that primary data may be divided into three related parts. If C represents data obtained by watching how people actually behave using mechanical, personal, or neuromarketing methods, which type of data is C?

Correct AnswerverifiedShow Answer

________ is a method of presenting and analyzing data involving two or more variables to discover relationships in the data.

Correct AnswerverifiedShow Answer

Figure 8-1 -According to Figure 8-1 above, what does D represent in the marketing research process?

Correct AnswerverifiedShow Answer

In evaluating whether its Facebook and Twitter social media programs are working well, Carmex considered using various marketing metrics. One metric it chose was ________, which provides the percentages of Internet Carmex mentions that are positive, neutral, or negative.

Correct AnswerverifiedShow Answer

When accessing a database, marketers can use sensitivity analysis to ask ________ questions to determine how hypothetical changes in product or brand drivers can affect sales.

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

Marketing researchers must use the combination of data, technology, and analytics to convert the data into useful information that will answer marketing questions and lead to effective marketing actions. An organization that accomplishes this successfully is often referred to as

Correct AnswerverifiedShow Answer

Based on ________, the Campbell Soup Company changed the labels of most of its soup cans to add steam rising from the product and remove the "unemotional spoons."

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which statement concerning marketing research is most accurate?

Correct AnswerverifiedShow Answer

The facts and figures related to a research problem are referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A survey of buyers' intentions forecast involves

Correct AnswerverifiedShow Answer

All of these are examples of marketing input data except which?

Correct AnswerverifiedShow Answer

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

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