Question 1

Considering the two main types of data,if facts and figures are newly collected for a project,which type of data is being collected?

Accepted Answer

A)  immediate data
B)  internal data
C)  external data
D)  primary data
E)  secondary data

Question 2

Drawing conclusions about every woman who leases a car in a particular zip code from a representative sample of 250 women in that zip code who lease a car is called

Accepted Answer

A)  probability sampling.
B)  nonprobability sampling.
C)  random sampling.
D)  statistical inference.
E)  interpolation.

Question 3

Eppie's Used Cars wanted to test whether straight price discounting worked better than a free gift.It ran two different commercials on alternate Wednesdays.The first offered 10 percent off the Kelley Blue Book price for any four-wheel-drive vehicle on the lot while the second offered a free tent with the purchase of any four-wheel-drive vehicle at the Kelley Blue Book price.The type of offer was the ________ variable.The number of people that responded to each type was the ________ variable,which would suggest the best strategy for increasing traffic.

Accepted Answer

A)  marketing;dependent
B)  dependent;independent
C)  control;independent
D)  independent;dependent
E)  dependent;control

Question 4

All of the following are advantages to using cross tabulations to organize and present marketing data except which?

Accepted Answer

A)  Cross tabulations can be used to summarize experimental data.
B)  Cross tabulations clearly show the relationships between all the variables in a survey.
C)  Cross tabulations can be used to summarize observational data.
D)  Cross tabulations can be used to summarize questionnaire data.
E)  Cross tabulations have great flexibility.

Question 5

Figure 8-4
 
-A(n) ________ question allows respondents to express opinions,ideas,or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.

Accepted Answer

A)  dichotomous
B)  open-ended
C)  closed-end
D)  fixed-alternative
E)  semantic differential

Question 6

Analyzing the data occurs during which step of the five-step marketing research approach?

Accepted Answer

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

Question 7

Research that involves trying to find the frequency with which something occurs or the extent of a relationship between two factors is referred to as

Accepted Answer

A)  virtual research.
B)  interactive research.
C)  causal research.
D)  descriptive research.
E)  exploratory research.

Question 8

Evaluating the results of a marketing decision involves

Accepted Answer

A)  asking prospective customers if they are likely to buy the product during a specified future time period.
B)  requesting the firm's salespeople to estimate sales during a coming period.
C)  collecting data from marketing experts about changes in the environment.
D)  collecting projections from all regional sales managers and making projections based on a region-to-region basis.
E)  monitoring the marketplace to determine if action is necessary in the future.

Question 9

Penningtons Superstore specializes in plus-size fashions for women.It was considering adding a line of teen plus sizes to its stores.Before doing so,it contracted with a marketing research firm to make sure that the teen plus-size market was a viable one.Decision makers needed the results of its study by September 15 so Penningtons could introduce the line the following March,if the market was viable.The major constraint for research here is

Accepted Answer

A)  collecting secondary data.
B)  finding primary research candidates to interview.
C)  meeting the time deadline.
D)  establishing measures of success.
E)  locating age-appropriate styles in plus sizes.

Question 10

Likert and semantic differential are two forms of fixed alternative questions that have three or more choices and use a(n)

Accepted Answer

A)  frequency distribution.
B)  scale.
C)  measure of success.
D)  open-ended question.
E)  constraint.

Question 11

Figure 8-6B 
-Consider Figure 8-6B above.Suppose you are an owner of a local Wendy's restaurant near a large urban college or university.You hired a marketing research firm to conduct a survey among a sample of respondents in your area to find out their patronage of fast-food restaurants.Four weeks after the firm conducted the survey,it presented the following results to you.Based on the results presented,which market segment is least attractive to pursue because they are light users?

Accepted Answer

A)  45 and older
B)  once a week or more
C)  25 to 44
D)  once a month or less
E)  under 25

Question 12

Good marketing research requires great care especially because of inherent difficulties in asking consumers questions.What are the three basic problems faced by marketing researchers when trying to assess consumers' willingness to buy products or services with which they are not familiar?

Accepted Answer

Inherent difficulties in asking the cons...

Question 13

Marine Midland Bank sent market researchers door-to-door in the neighborhoods surrounding its branch banks.Each researcher wanted to spend 15 minutes talking with a head of the household about his or her savings accounts to discuss why he or she did not also have checking accounts and credit cards with the bank.Marine Midland researchers were using ________ to collect these data.

Accepted Answer

A)  secondary interviews
B)  individual interviews
C)  intercept interviews
D)  observational data collection
E)  ethnographic research

Question 14

All of the following are idea generation methods for collecting questionnaire data except which?

Accepted Answer

A)  a mail survey
B)  trend hunting
C)  a focus group
D)  a depth interview
E)  an individual interview

Question 15

The primary purpose of a "sneak preview" of a film before its release is to

Accepted Answer

A)  rate the performances of the individual actors and actresses for possible Oscar nominations.
B)  rate the work of the director and producer for possible Oscar nominations.
C)  evaluate the effectiveness of product placements within the film.
D)  compare the final film to the original screenplay.
E)  identify necessary changes before final editing.

Question 16

The Journal of Marketing Research and the Journal of Marketing provide

Accepted Answer

A)  up-to-date tables for the latest data on consumer sales,listed by industry.
B)  summaries of research methods and techniques valuable in addressing marketing problems.
C)  the latest data on marketing expenditures based on consumer geodemographics.
D)  postings of professional marketing opportunities at universities and colleges.
E)  an in-depth list of marketing positions and opportunities at major corporations.

Question 17

What are some of the methods marketers use to conduct research and solve marketing problems? Include at least one specific print source.

Accepted Answer

Methods can include asking someone for i...

Question 18

The Minnesota Twins,a professional baseball team,wanted to develop creative ways to boost sagging attendance at ball games.The Twins hired a moderator who,after every home game during the month of July,led informal discussions with groups of 8 to 10 fans to find out what they did and did not like about the baseball team and their experience at the stadium.Discussions were videotaped for later review.These research sessions are called

Accepted Answer

A)  experiments.
B)  secondary data.
C)  focus groups.
D)  panels.
E)  depth interviews.

Question 19

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)  subjectively selecting 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.

Question 20

Determining how to collect the data occurs during which step of the five-step marketing research approach?

Accepted Answer

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

Exam 8: Marketing Research: From Customer Insights to Actions

Correct Answer
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Figure 8-4 -A(n) ________ question allows respondents to express opinions,ideas,or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.

Correct Answer
verified

Good marketing research requires great care especially because of inherent difficulties in asking consumers questions.What are the three basic problems faced by marketing researchers when trying to assess consumers' willingness to buy products or services with which they are not familiar?

Correct Answer
verified
Inherent difficulties in asking the cons...
View Answer

Research that involves trying to find the frequency with which something occurs or the extent of a relationship between two factors is referred to as

Correct Answer
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Correct Answer
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All of the following are advantages to using cross tabulations to organize and present marketing data except which?

Correct Answer
verified

Correct Answer
verified

Determining how to collect the data occurs during which step of the five-step marketing research approach?

Correct Answer
verified

Evaluating the results of a marketing decision involves

Correct Answer
verified

Correct Answer
verified

The primary purpose of a "sneak preview" of a film before its release is to

Correct Answer
verified

Analyzing the data occurs during which step of the five-step marketing research approach?

Correct Answer
verified

All of the following are idea generation methods for collecting questionnaire data except which?

Correct Answer
verified

The Journal of Marketing Research and the Journal of Marketing provide

Correct Answer
verified

Likert and semantic differential are two forms of fixed alternative questions that have three or more choices and use a(n)

Correct Answer
verified

Considering the two main types of data,if facts and figures are newly collected for a project,which type of data is being collected?

Correct Answer
verified

Decision making is the act of

Correct Answer
verified

Correct Answer
verified

What are some of the methods marketers use to conduct research and solve marketing problems? Include at least one specific print source.

Correct Answer
verified
Methods can include asking someone for i...
View Answer

Drawing conclusions about every woman who leases a car in a particular zip code from a representative sample of 250 women in that zip code who lease a car is called

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

Correct AnswerverifiedShow Answer

Figure 8-4 -A(n) ________ question allows respondents to express opinions,ideas,or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.

Correct AnswerverifiedShow Answer

Good marketing research requires great care especially because of inherent difficulties in asking consumers questions.What are the three basic problems faced by marketing researchers when trying to assess consumers' willingness to buy products or services with which they are not familiar?

Correct AnswerverifiedInherent difficulties in asking the cons...View AnswerShow Answer

Research that involves trying to find the frequency with which something occurs or the extent of a relationship between two factors is referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

All of the following are advantages to using cross tabulations to organize and present marketing data except which?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Determining how to collect the data occurs during which step of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

Evaluating the results of a marketing decision involves

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The primary purpose of a "sneak preview" of a film before its release is to

Correct AnswerverifiedShow Answer

Analyzing the data occurs during which step of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

All of the following are idea generation methods for collecting questionnaire data except which?

Correct AnswerverifiedShow Answer

The Journal of Marketing Research and the Journal of Marketing provide

Correct AnswerverifiedShow Answer

Likert and semantic differential are two forms of fixed alternative questions that have three or more choices and use a(n)

Correct AnswerverifiedShow Answer

Considering the two main types of data,if facts and figures are newly collected for a project,which type of data is being collected?

Correct AnswerverifiedShow Answer

Decision making is the act of

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

What are some of the methods marketers use to conduct research and solve marketing problems? Include at least one specific print source.

Correct AnswerverifiedMethods can include asking someone for i...View AnswerShow Answer

Drawing conclusions about every woman who leases a car in a particular zip code from a representative sample of 250 women in that zip code who lease a car is called

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Inherent difficulties in asking the cons...
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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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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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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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Methods can include asking someone for i...
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