Filters
Question type
Study Flashcards

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

verifed

verified

Inherent difficulties in asking the cons...

View Answer

Many consumers often buy soft drinks and potato chips together when they shop at a grocery,convenience,or mass merchandiser store.However,when querying its marketing information system (MIS) ,one convenience store discovered that when consumers came inside and bought a sandwich,many also purchased toothpaste.This information was obtained from checkout scanner data from its stores nationwide.This convenience store used __________ to extract this "hidden" information from its MIS to find the statistical link between the two product categories.


A) linear trend extrapolation
B) heuristic modeling
C) data mining
D) descriptive research
E) RFID data

Correct Answer

verifed

verified

Once the data has been collected and analyzed,it must be presented in a clear concise form.Explain how marketing dashboards can help in this process.

Correct Answer

verifed

verified

A marketing dashboard is a visual displa...

View Answer

Research objectives are __________.


A) conjectures regarding marketing outcomes
B) general research guidelines
C) solutions to be evaluated
D) specific and measurable
E) research dashboards

Correct Answer

verifed

verified

In the world of marketing,__________ are ideas about products or services.


A) theories
B) notions
C) perceptions
D) impressions
E) concepts

Correct Answer

verifed

verified

The Journal of Marketing Research and the Journal of Marketing provide


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.

Correct Answer

verifed

verified

After defining the problem,the next step in the five-step marketing research approach is to


A) develop the research plan.
B) evaluate the results.
C) examine the alternatives.
D) enumerate the uncertainties.
E) experiment.

Correct Answer

verifed

verified

Drawing conclusions about a population from a sample taken from that population is referred to as


A) nonprobability sampling
B) statistical inference
C) probability sampling
D) extrapolation
E) criteria sampling

Correct Answer

verifed

verified

What type of experiment is conducted when a food company offers a product for sale in a small geographic area to help it evaluate potential marketing actions?


A) micro market
B) trail market
C) experimental market
D) simulated market
E) test market

Correct Answer

verifed

verified

Consider Figure 8-6A 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.What does this figure represent?


A) a trend extrapolation
B) a Likert scale report
C) a perceptual map
D) a cross tabulation
E) a marketing input report

Correct Answer

verifed

verified

Making recommendations,implementing those recommendations,and evaluating the results would take place during which step of the five-step marketing research approach?


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

Correct Answer

verifed

verified

The fifth step of the marketing research approach is to __________.


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

Correct Answer

verifed

verified

__________ question is the simplest form of a fixed alternative question that allows only a "yes" or "no" response.


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

Correct Answer

verifed

verified

When Marine Midland Bank sent market researchers with surveys door-to-door in the neighborhoods surrounding its branch banks to ask people with savings accounts why they did not also have checking accounts and credit cards with Marine Midland,they were gathering __________ data.


A) intercept
B) secondary
C) questionnaire
D) observational
E) nonprobability

Correct Answer

verifed

verified

A direct forecast involves estimating the value to be forecast and


A) making decisions without any intervening steps.
B) halving the highest values and doubling the lowest values to determine an acceptable forecast range.
C) selecting the alternative that holds the greatest consensus within the management team.
D) then conducting a sensitivity analysis to determine price elasticity.
E) selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts are incorrect.

Correct Answer

verifed

verified

Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions.What does "E" represent?


A) external data sources
B) results
C) data warehouse
D) internal data sources
E) buying queries

Correct Answer

verifed

verified

Figure 8-3 above shows the top ten prime-time broadcast TV shows during a recent May sweeps week.Advertisers like Sears use the Nielsen Television Ranking Index Report from Nielsen Media Research to identify the ratings of the top TV programs so they can make informed advertising media purchase decisions.For which TV program would you expect Sears to pay the most,presuming its demographics match those of its target audience?


A) American Idol-Thursday
B) The Big Bang Theory
C) NCIS: Los Angeles
D) NCIS
E) Dancing with the Stars

Correct Answer

verifed

verified

Figure 8-7D: Average Annual Sales per Household of Tony's Pizza, by Age of Children in Household -Figure 8-7D above shows average annual unit sales per household,by age of children in household for Tony's Pizza.Analyze this chart.What findings would you present to a supervisor? Figure 8-7D: Average Annual Sales per Household of Tony's Pizza, by Age of Children in Household -Figure 8-7D above shows average annual unit sales per household,by age of children in household for Tony's Pizza.Analyze this chart.What findings would you present to a supervisor?

Correct Answer

verifed

verified

The real problem is the serious decline ...

View Answer

Research and media firm Youth Culture publishes Watch magazine,a teen publication given out free to high school students.Unfortunately,the publication was unable to gauge whether or not it was meeting the needs of its audience.Youth Culture handed out surveys to learn how students felt about the publication.Feedback indicated teen boys and girls were demanding very different things from the publication.This feedback was gleaned from __________ data.


A) questionnaire
B) internal secondary
C) external secondary
D) observational
E) promotional sales

Correct Answer

verifed

verified

The Internet website USA.gov


A) is a depository 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 key words or topics for specific searches.
E) accesses information in online databases and an index of blogs by primary topic.

Correct Answer

verifed

verified

Showing 261 - 280 of 324

Related Exams

Exam 1

Creating Customer Relationships and Value Through Marketing

279 Questions

Exam 2

Developing Successful Organizational and Marketing Strategies

393 Questions

Exam 3

Scanning the Marketing Environment

371 Questions

Exam 4

Ethical and Social Responsibility in Marketing

214 Questions

Exam 5

Understanding Consumer Behavior

398 Questions

Exam 6

Understanding Organizations As Customers

283 Questions

Exam 7

Understanding and Reaching Global Consumers and Markets

363 Questions

Exam 9

Market Segmentation, Targeting, and Positioning

267 Questions

Exam 10

Developing New Products and Services

341 Questions

Exam 11

Managing Successful Products, Services, and Brands

411 Questions

Exam 12

Services Marketing

234 Questions

Exam 13

Building the Price Foundation

317 Questions

Exam 14

Arriving at the Final Price

427 Questions

Exam 15

Managing Marketing Channels and Supply Chains

363 Questions

Exam 16

Retailing and Wholesaling

428 Questions

Exam 17

Integrated Marketing Communications and Direct Marketing

351 Questions

Exam 18

Advertising, Sales Promotion, and Public Relations

415 Questions

Exam 19

Using Social Media to Connect With Consumers

195 Questions

Exam 20

Personal Selling and Sales Management

353 Questions

Exam 21

Implementing Interactive and Multichannel Marketing

290 Questions

Exam 22

Pulling It All Together: the Strategic Marketing Process

270 Questions

Exam 23

Building an Effective Marketing Plan

100 Questions

Exam 24

Financial Aspects of Marketing

25 Questions

Show Answer