Question 1

A survey by the Economic Research Service of the U.S. Department of Agriculture, government statistics from the Department of Commerce, and stock market information from The Wall Street Journal would all be examples of

Accepted Answer

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

Question 2

The purpose of Nielsen's "cross-platform television ratings" is to

Accepted Answer

A)  expand its scope to include the effectiveness of online college courses.
B)  expand its scope to include satellite radio programming.
C)  combine its new online ratings with its existing TV ratings.
D)  expand its business to a global market.
E)  gain access to every American home that owns a television, mobile phone, or computer.

Question 3

The third step of the marketing research approach is to

Accepted Answer

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

Question 4

Data refers to 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 5

Watch was a teen publication distributed free to high school students, but the publication was unable to deliver the response rates to coupons or sample offers that its advertisers expected. After defining the marketing problem, its publisher developed a research plan, gathered information from teen focus groups, analyzed the findings, and replaced Watch magazine with Fuel for boys and Verve for girls. How would a marketer judge the publisher's actions?

Accepted Answer

A)  Why fix something that is not broken? The magazine was still attracting some advertisers.
B)  It made a big deal out of a small decline-a few copy changes would have been enough.
C)  The approach it took was too complicated and costly to provide an effective solution to the problem.
D)  It took a systematic approach to analyzing the problem and responded to its advertisers' concerns.
E)  This publisher used an approach that works for corporations but will just waste time for a small publisher.

Question 6

J.D. Power and 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 such as 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 interviews

Question 7

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.

Question 8

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 DVD release regardless of whether it is successful in its theater release or not.
D)  identify possible story lines and/or plots for future movie ventures.
E)  reduce uncertainty and improve marketing actions.

Question 9

The facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors are referred to as

Accepted Answer

A)  primary data.
B)  secondary data.
C)  statistical inference.
D)  observational data.
E)  questionnaire data.

Question 10

If a researcher is seeking clear, unambiguous answers, which type of data is the researcher likely to be seeking?

Accepted Answer

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

Question 11

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and deal with claims. It wants to introduce its product into new markets, but before it does so, it wants to have a prediction of how successful its sales efforts will be. The first thing researchers did was invite a group of eight insured people to talk about home and auto insurance. Their conversations were recorded and later analyzed to determine if there were any differences between customers from different markets. This was an example of

Accepted Answer

A)  an experiment.
B)  a focus group.
C)  a panel.
D)  an evaluative interview.
E)  a depth interview.

Question 12

Several market research companies pay households and businesses to record all their purchases using a paper or electronic diary, which allows for an economical way to collect consistent data over time. These data are referred to as

Accepted Answer

A)  sponsored data.
B)  data reciprocity.
C)  syndicated sampling.
D)  syndicated panel data.
E)  data journaling.

Question 13

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 quantifies the number of Carmex mentions on the Internet as a percentage of all mentions of major lip balm brands.

Accepted Answer

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

Question 14

What type of marketing research method is most likely being applied with observers behind a one-way mirror watching a discussion among people about topics of interest to marketers?

Accepted Answer

A)  individual interview
B)  questionnaire data
C)  social network
D)  information panel
E)  focus group

Question 15

List the elements of an information technology system used to help answer marketing questions.

Accepted Answer

An information technology system used to...

Question 16

Marketing research refers to

Accepted Answer

A)  the process of systematically collecting and analyzing information in order to define a marketing problem.
B)  the use of information technology to find objective solutions to a marketing problem.
C)  the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions.
D)  the use of subjective data such as interviews and observation to complement empirical data obtained through the use of information technology.
E)  the science of using observable human behavior in order to identify and solve marketing problems.

Question 17

National TV ratings, collected with a "people meter" and published by Nielsen, are an example of __________.

Accepted Answer

A)  internal secondary data
B)  interactive industry data
C)  external secondary data
D)  mechanical observational data
E)  sensitivity data

Question 18

Trend hunting is the practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products. Trend Hunter has identified over 250,000 __________ through its global network of 155,000 members.

Accepted Answer

A)  survey errors
B)  cutting-edge ideas
C)  interviewing trends
D)  environmental forces
E)  psychographic trends

Question 19

Part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers uses a scale in which the respondent indicates the extent to which he or she agrees or disagrees with a statement. Which type of question format is this?

Accepted Answer

A)  dichotomous
B)  open-ended
C)  Likert
D)  attitudinal
E)  semantic differential

Question 20

Specifying constraints, identifying data needed for marketing actions, and determining how to collect data would take place during which step of the five-step marketing research approach?

Accepted Answer

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

Exam 8: Marketing Research: From Customer Insights to Actions

Part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers uses a scale in which the respondent indicates the extent to which he or she agrees or disagrees with a statement. Which type of question format is this?

Correct Answer
verified

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

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 quantifies the number of Carmex mentions on the Internet as a percentage of all mentions of major lip balm brands.

Correct Answer
verified

Data refers to the

Correct Answer
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Marketing research refers to

Correct Answer
verified

Specifying constraints, identifying data needed for marketing actions, and determining how to collect data would take place during which step of the five-step marketing research approach?

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Trend hunting is the practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products. Trend Hunter has identified over 250,000 __________ through its global network of 155,000 members.

Correct Answer
verified

List the elements of an information technology system used to help answer marketing questions.

Correct Answer
verified
An information technology system used to...
View Answer

What type of marketing research method is most likely being applied with observers behind a one-way mirror watching a discussion among people about topics of interest to marketers?

Correct Answer
verified

The third step of the marketing research approach is to

Correct Answer
verified

Correct Answer
verified

National TV ratings, collected with a "people meter" and published by Nielsen, are an example of __________.

Correct Answer
verified

The facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors are referred to as

Correct Answer
verified

The purpose of Nielsen's "cross-platform television ratings" is to

Correct Answer
verified

If a researcher is seeking clear, unambiguous answers, which type of data is the researcher likely to be seeking?

Correct Answer
verified

Correct Answer
verified

Several market research companies pay households and businesses to record all their purchases using a paper or electronic diary, which allows for an economical way to collect consistent data over time. These data are referred to as

Correct Answer
verified

A survey by the Economic Research Service of the U.S. Department of Agriculture, government statistics from the Department of Commerce, and stock market information from The Wall Street Journal would all be examples of

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

Part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers uses a scale in which the respondent indicates the extent to which he or she agrees or disagrees with a statement. Which type of question format is this?

Correct AnswerverifiedShow Answer

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

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 quantifies the number of Carmex mentions on the Internet as a percentage of all mentions of major lip balm brands.

Correct AnswerverifiedShow Answer

Data refers to the

Correct AnswerverifiedShow Answer

Marketing research refers to

Correct AnswerverifiedShow Answer

Specifying constraints, identifying data needed for marketing actions, and determining how to collect data would take place during which step of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Trend hunting is the practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products. Trend Hunter has identified over 250,000 __________ through its global network of 155,000 members.

Correct AnswerverifiedShow Answer

List the elements of an information technology system used to help answer marketing questions.

Correct AnswerverifiedAn information technology system used to...View AnswerShow Answer

What type of marketing research method is most likely being applied with observers behind a one-way mirror watching a discussion among people about topics of interest to marketers?

Correct AnswerverifiedShow Answer

The third step of the marketing research approach is to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

National TV ratings, collected with a "people meter" and published by Nielsen, are an example of __________.

Correct AnswerverifiedShow Answer

The facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors are referred to as

Correct AnswerverifiedShow Answer

The purpose of Nielsen's "cross-platform television ratings" is to

Correct AnswerverifiedShow Answer

If a researcher is seeking clear, unambiguous answers, which type of data is the researcher likely to be seeking?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Several market research companies pay households and businesses to record all their purchases using a paper or electronic diary, which allows for an economical way to collect consistent data over time. These data are referred to as

Correct AnswerverifiedShow Answer

A survey by the Economic Research Service of the U.S. Department of Agriculture, government statistics from the Department of Commerce, and stock market information from The Wall Street Journal would all be examples of

Correct AnswerverifiedShow Answer

Correct Answer
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An information technology system used to...
View Answer

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