Question 1

There are three key elements when developing the research plan. One of these is

Accepted Answer

A)   specify the measures of success.
B)   set the research objectives.
C)   determine how to report the findings.
D)   evaluate previous research results.
E)   determine how to collect data.

Question 2

Before its production, LEGO Group marketing managers might develop a ________ for an innovative MINDSTORMS® EV3 robot that uses a color sensor, responds to voice commands, or uses GPS navigation software.

Accepted Answer

A)   virtual concept
B)   product substitute
C)   product hypothesis
D)   new-feature matrix
E)   new-product concept

Question 3

Primary data refer to

Accepted Answer

A)   facts and figures that are newly collected for a project at hand.
B)   facts and figures that have already been recorded before the project at hand.
C)   facts and figures obtained by watching people mechanically rather than in person.
D)   facts and figures obtained by asking people questions through the use of information technology.
E)   conclusions developed from information obtained from a representative sample of a population.

Question 4

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

Accepted Answer

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

Question 5

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.

Question 6

The Economic Research Service of the U.S. Department of Agriculture provides information on topics ranging from revenue sources for beekeepers in the United States to estimated effects of tax cuts on farms and farm households. This service provides

Accepted Answer

A)   internal primary data.
B)   nonprobability sampling tools.
C)   internal secondary data.
D)   external secondary data.
E)   external primary data.

Question 7

The U.S. Census Bureau website

Accepted Answer

A)   is a repository of information on U.S. business, economic, and trade activity collected by the federal government.
B)   is a portal to all government websites that can be found by topic or keyword.
C)   provides up-to-the-minute business news and security prices plus research reports of companies, industries, and countries.
D)   is the most popular Internet portal to enter keywords or topics for specific searches.
E)   accesses information in online databases and blogs by primary topic.

Question 8

When Fisher-Price managers attempted to redesign its classic toy, the Chatter Telephone, they considered adding a noisemaker, wheels, and eyes to a basic plastic telephone, and thus they developed several

Accepted Answer

A)   virtual prototypes.
B)   product substitutes.
C)   product hypotheses.
D)   new-product concepts.
E)   new-feature matrices.

Question 9

A publishing company sponsors a discussion session with seven college instructors who use a specific management textbook. The instructors meet with a moderator who asks their opinions about the textbook, its instructor's manual, and its video and written cases. This is an example of

Accepted Answer

A)   a jury of executive thought.
B)   a consumer panel.
C)   an information forum.
D)   a focus group.
E)   a depth interview.

Question 10

Target used ________ to identify product purchases to help them identify a woman's likelihood of being pregnant as well as her child's expected due date and even the gender of the child.

Accepted Answer

A)   trend hunting
B)   heuristic data
C)   predictive modeling
D)   descriptive research
E)   visual analytics

Question 11

Marketing information 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 12

The retail mall owner told a marketing researcher, "We have the option of staying open late twice a week or opening up an hour early every day. We need to know which will be most profitable since we cannot do both. The decision must be made in 11 weeks and we only have $10,000 budgeted for this research project." In which step of the marketing research process would the owner determine this budget and time frame?

Accepted Answer

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

Question 13

When Home Depot entered the Quebec market in Canada, 2 percent of people were aware of the retail chain. To determine advertising effectiveness during the first 18 months in Quebec, awareness research was done a second time. For this research, it was decided that if at least 50 percent of a 600-person sample of the population were aware of the Home Depot brand, it would continue its present advertising program. This is an example of

Accepted Answer

A)   secondary data.
B)   a constraint.
C)   an assumption.
D)   a measure of success.
E)   a barrier to entry.

Question 14

Data are the

Accepted Answer

A)   subjective psychographic feelings collected by an organization upon which it bases subsequent marketing actions.
B)   objective demographic characteristics collected by an organization upon which it bases subsequent marketing actions.
C)   facts and figures related to the problem that are divided into two main parts: secondary data and primary data.
D)   information collected by a source other than the company itself used to determine the best possible solution to a marketing problem.
E)   facts and figures related to the problem that are only available for purchase from the federal government.

Question 15

Generally, filmmakers want movie titles that are short, memorable, appealing to consumers, and have no legal restrictions. These are titles that

Accepted Answer

A)   have the same factors that make a good brand name.
B)   seem familiar.
C)   use alliterative techniques.
D)   play it safe.
E)   appeal to multiple cultures.

Question 16

A(n)  ________ involves 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.

Accepted Answer

A)   direct forecast
B)   lost-horse forecast
C)   buyers' intentions forecast
D)   indirect forecast
E)   incremental forecast

Question 17

Explain why measures of success are important to effective decision makers and give an example of one.

Accepted Answer

Measures of success are criteria or stan...

Question 18

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

Accepted Answer

A)   virtual
B)   primary source
C)   hypothetical
D)   observational
E)   statistical

Question 19

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

Accepted Answer

A)   Personal observation is more accurate than other forms of research because the observer/analyst is able to pick up on motivations for behavior 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 if different observers watching the same event report different results.
E)   With personal observation, different observers nearly always report the same conclusions when watching the same event, such as people brushing their teeth.

Question 20

Movie studios use market research to reduce their risk of losses by hiring firms such as the National Research Group to conduct test screenings and tracking studies. Often, 300 to 400 prospective moviegoers are recruited to attend a sneak preview of a film before its release. After viewing the movie, the audience completes a survey to

Accepted Answer

A)   evaluate the quality of directing and producing.
B)   critique the title, plot, and characters.
C)   rate the performances of the individual actors and actresses.
D)   recall specific details of the plot and dialogue.
E)   compare the final film with the original script.

Exam 7: Marketing Research: From Customer Insights to Actions

Primary data refer to

Correct Answer
verified

When Fisher-Price managers attempted to redesign its classic toy, the Chatter Telephone, they considered adding a noisemaker, wheels, and eyes to a basic plastic telephone, and thus they developed several

Correct Answer
verified

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

Correct Answer
verified

A(n) ________ involves 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.

Correct Answer
verified

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

Target used ________ to identify product purchases to help them identify a woman's likelihood of being pregnant as well as her child's expected due date and even the gender of the child.

Correct Answer
verified

The Economic Research Service of the U.S. Department of Agriculture provides information on topics ranging from revenue sources for beekeepers in the United States to estimated effects of tax cuts on farms and farm households. This service provides

Correct Answer
verified

Generally, filmmakers want movie titles that are short, memorable, appealing to consumers, and have no legal restrictions. These are titles that

Correct Answer
verified

Marketing information 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

Data are the

Correct Answer
verified

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

Correct Answer
verified

There are three key elements when developing the research plan. One of these is

Correct Answer
verified

The U.S. Census Bureau website

Correct Answer
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Correct Answer
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A publishing company sponsors a discussion session with seven college instructors who use a specific management textbook. The instructors meet with a moderator who asks their opinions about the textbook, its instructor's manual, and its video and written cases. This is an example of

Correct Answer
verified

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

Correct Answer
verified

Explain why measures of success are important to effective decision makers and give an example of one.

Correct Answer
verified
Measures of success are criteria or stan...
View Answer

Before its production, LEGO Group marketing managers might develop a ________ for an innovative MINDSTORMS® EV3 robot that uses a color sensor, responds to voice commands, or uses GPS navigation software.

Correct Answer
verified

Correct Answer
verified

Exam 7: Marketing Research: From Customer Insights to Actions

Primary data refer to

Correct AnswerverifiedShow Answer

When Fisher-Price managers attempted to redesign its classic toy, the Chatter Telephone, they considered adding a noisemaker, wheels, and eyes to a basic plastic telephone, and thus they developed several

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A(n) ________ involves 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.

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

Target used ________ to identify product purchases to help them identify a woman's likelihood of being pregnant as well as her child's expected due date and even the gender of the child.

Correct AnswerverifiedShow Answer

The Economic Research Service of the U.S. Department of Agriculture provides information on topics ranging from revenue sources for beekeepers in the United States to estimated effects of tax cuts on farms and farm households. This service provides

Correct AnswerverifiedShow Answer

Generally, filmmakers want movie titles that are short, memorable, appealing to consumers, and have no legal restrictions. These are titles that

Correct AnswerverifiedShow Answer

Marketing information 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

Data are the

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

There are three key elements when developing the research plan. One of these is

Correct AnswerverifiedShow Answer

The U.S. Census Bureau website

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A publishing company sponsors a discussion session with seven college instructors who use a specific management textbook. The instructors meet with a moderator who asks their opinions about the textbook, its instructor's manual, and its video and written cases. This is an example of

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Explain why measures of success are important to effective decision makers and give an example of one.

Correct AnswerverifiedMeasures of success are criteria or stan...View AnswerShow Answer

Before its production, LEGO Group marketing managers might develop a ________ for an innovative MINDSTORMS® EV3 robot that uses a color sensor, responds to voice commands, or uses GPS navigation software.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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Data, the facts and figures related to t...
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Measures of success are criteria or stan...
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