Question 1

Grape-Nuts was one of the first cereals Post Cereal Company ever marketed.It scores well in brand awareness studies,but recently its sales have been steadily declining.Rather than assume the product was a "dog," the Grape-Nuts marketing manager decided Post should first

Accepted Answer

A)  update the flavor of the cereal by making it slightly sweeter.
B)  increase the amounts spent on advertising and sales promotion.
C)  do marketing research to identify what needs were not being satisfied.
D)  hire additional salespeople who were younger and more assertive to contact grocery stores.
E)  realign Grape-Nuts as a "star" and increase production.

Question 2

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

Accepted Answer

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

Question 3

Effective decision makers rely on criteria or standards used in evaluating proposed solutions to a problem,which are known as

Accepted Answer

A)  marketing dashboards.
B)  descriptive research.
C)  constraints.
D)  problem definitions.
E)  measures of success.

Question 4

Concept tests of plots using surveys,testing of marketing campaigns,sneak previews,and tracking studies are all examples of market research techniques.Collectively,they are 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 to improve marketing actions.

Question 5

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 6

The J.D.Power & 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 like 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 the Fisher-Price photo above,a researcher watches a young child play with his toys.This is an example of

Accepted Answer

A)  the use neuromarketing data to alter or improve a consumer's behavior.
B)  the use of secondary data to alter or improve a consumer's behavior.
C)  a researcher collecting observational data to use in future marketing actions.
D)  the use of personal interviews to collect subjective but essential information necessary to make informed marketing decisions.
E)  a researcher collecting psychographic information to use for potential changes in target markets.

Question 8

All of the following are sources of primary data EXCEPT:

Accepted Answer

A)  government publications.
B)  observational data.
C)  experiments.
D)  social media.
E)  panels.

Question 9

Obtaining primary and secondary data would take place during which stage of the five-step marketing research approach?

Accepted Answer

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

Question 10

When conducting marketing experiments,the independent variable often involves marketing mix elements such as product features or coupons,while dependent variables often include

Accepted Answer

A)  elements of the environmental forces that cannot be controlled.
B)  changes in channels of distribution or pricing.
C)  elements of the marketing mix that cannot be manipulated.
D)  the primary experimental hypothesis.
E)  changes in purchases such as dollar or unit sales of individuals or organizations.

Question 11

Marketing drivers are used with which of the four Ps?

Accepted Answer

A)  product,price,place only
B)  product,promotion,people only
C)  product features only
D)  product features and price only
E)  product,promotion,price,and place inclusively

Question 12

All of the following are advantages to using cross tabulations to organize and present marketing data EXCEPT:

Accepted Answer

A)  cross tabulations can be used to summarize experimental data.
B)  cross tabulations clearly shows 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 13

Research that involves trying to find the frequency that 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 14

There are three key elements when defining a marketing research problem.One of these is __________.

Accepted Answer

A)  specify constraints
B)  set the research objectives
C)  determine how report the findings
D)  evaluate previous research results
E)  identify data needed for marketing actions

Question 15

Drawing conclusions about every woman who wears a size 14 or larger in a particular zip code from a representative sample of 250 women in that zip code who wear a size 14 or larger would be

Accepted Answer

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

Question 16

The principal ways to collect new or primary data for a marketing study are by watching people and by asking them questions.Give two examples of each method.

Accepted Answer

Observing people includes watching,eithe...

Question 17

Best Western International,Inc. ,a national hotel chain,paid couples to videotape themselves as they spent three to seven days on a cross-country trip.From this,Best Western found that women usually decide when to pull off the road,where to stay over night,and what amenities the hotel or motel should have to make their stay more enjoyable.These couples were determining their lodging in a "natural use environment," and so providing __________ research to Best Western.

Accepted Answer

A)  secondary
B)  developmental
C)  alternative
D)  ethnographic
E)  focus group

Question 18

In setting research objectives,marketers have to be clear on the purpose of research they are about to do that leads to marketing actions.The three main types of marketing research include descriptive research,causal research,and __________ research.

Accepted Answer

A)  virtual
B)  interactive
C)  financial
D)  interdisciplinary
E)  exploratory

Question 19

Consider Figure 8-4: Question 5 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 5 illustrates which type of question format?

Accepted Answer

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

Question 20

Consider the Fisher-Price Chatter Telephone photo above.Toy designers at Fisher-Price conduct marketing research to discover how children play and what they like to play with.For Fisher-Price,the immediate research objective is to decide whether to continue to market the old Chatter Telephone design or a new design.The old,original Chatter Telephone was simply a wooden phone with a dial that rang a bell.However,observers noted that the children kept grabbing the receiver like a handle to pull the phone along behind them.So a designer created a new Chatter Telephone,one with wheels,a noisemaker,and eyes that bobbed up and down.What would be the MOST LIKELY measure of success Fisher-Price would use to determine which design should be selected?

Accepted Answer

A)  age
B)  gender
C)  playtime
D)  cost
E)  advertising

Exam 8: Marketing Research: From Customer Insights to Actions

Correct Answer
verified

Drawing conclusions about every woman who wears a size 14 or larger in a particular zip code from a representative sample of 250 women in that zip code who wear a size 14 or larger would be

Correct Answer
verified

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

Correct Answer
verified

Marketing drivers are used with which of the four Ps?

Correct Answer
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Consider Figure 8-4: Question 5 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 5 illustrates which type of question format?

Correct Answer
verified

Correct Answer
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There are three key elements when defining a marketing research problem.One of these is __________.

Correct Answer
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In setting research objectives,marketers have to be clear on the purpose of research they are about to do that leads to marketing actions.The three main types of marketing research include descriptive research,causal research,and __________ research.

Correct Answer
verified

Obtaining primary and secondary data would take place during which stage of the five-step marketing research approach?

Correct Answer
verified

Effective decision makers rely on criteria or standards used in evaluating proposed solutions to a problem,which are known as

Correct Answer
verified

Grape-Nuts was one of the first cereals Post Cereal Company ever marketed.It scores well in brand awareness studies,but recently its sales have been steadily declining.Rather than assume the product was a "dog," the Grape-Nuts marketing manager decided Post should first

Correct Answer
verified

The principal ways to collect new or primary data for a marketing study are by watching people and by asking them questions.Give two examples of each method.

Correct Answer
verified
Observing people includes watching,eithe...
View Answer

All of the following are advantages to using cross tabulations to organize and present marketing data EXCEPT:

Correct Answer
verified

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

Correct Answer
verified

All of the following are sources of primary data EXCEPT:

Correct Answer
verified

In the Fisher-Price photo above,a researcher watches a young child play with his toys.This is an example of

Correct Answer
verified

Correct Answer
verified

Concept tests of plots using surveys,testing of marketing campaigns,sneak previews,and tracking studies are all examples of market research techniques.Collectively,they are used in the movie industry to

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

When conducting marketing experiments,the independent variable often involves marketing mix elements such as product features or coupons,while dependent variables often include

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

Correct AnswerverifiedShow Answer

Drawing conclusions about every woman who wears a size 14 or larger in a particular zip code from a representative sample of 250 women in that zip code who wear a size 14 or larger would be

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Marketing drivers are used with which of the four Ps?

Correct AnswerverifiedShow Answer

Consider Figure 8-4: Question 5 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 5 illustrates which type of question format?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

There are three key elements when defining a marketing research problem.One of these is __________.

Correct AnswerverifiedShow Answer

In setting research objectives,marketers have to be clear on the purpose of research they are about to do that leads to marketing actions.The three main types of marketing research include descriptive research,causal research,and __________ research.

Correct AnswerverifiedShow Answer

Obtaining primary and secondary data would take place during which stage of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

Effective decision makers rely on criteria or standards used in evaluating proposed solutions to a problem,which are known as

Correct AnswerverifiedShow Answer

Grape-Nuts was one of the first cereals Post Cereal Company ever marketed.It scores well in brand awareness studies,but recently its sales have been steadily declining.Rather than assume the product was a "dog," the Grape-Nuts marketing manager decided Post should first

Correct AnswerverifiedShow Answer

The principal ways to collect new or primary data for a marketing study are by watching people and by asking them questions.Give two examples of each method.

Correct AnswerverifiedObserving people includes watching,eithe...View AnswerShow Answer

All of the following are advantages to using cross tabulations to organize and present marketing data EXCEPT:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

All of the following are sources of primary data EXCEPT:

Correct AnswerverifiedShow Answer

In the Fisher-Price photo above,a researcher watches a young child play with his toys.This is an example of

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Concept tests of plots using surveys,testing of marketing campaigns,sneak previews,and tracking studies are all examples of market research techniques.Collectively,they are used in the movie industry to

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

When conducting marketing experiments,the independent variable often involves marketing mix elements such as product features or coupons,while dependent variables often include

Correct AnswerverifiedShow Answer

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Observing people includes watching,eithe...
View Answer

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