Question 1

Facts and figures that are newly collected for a project at hand are referred to as

Accepted Answer

A)  statistical data.
B)  empirical data.
C)  secondary data.
D)  primary data.
E)  inferential data.F) C) and D)
G) C) and E)

Question 2

-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.F) A) and B)
G) C) and E)

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)  measures of success.
C)  descriptive research.
D)  constraints.
E)  problem definitions.F) C) and E)
G) D) and E)

Question 4

Once a market researcher has defined the problem,developed the research plan,and collected the relevant information,what is the next step in the five-step marketing research approach?

Accepted Answer

A)  set budgets
B)  determine target market
C)  take marketing actions
D)  develop findings
E)  determine if there is a planning gap between desired findings and actual findingsF) A) and E)
G) C) and E)

Question 5

Based on the Fisher-Price Chatter Telephone example in the textbook,if a measure of success is "playtime" for a particular telephone design,which would be the best possible marketing action if the results of observation were "Children spent more time playing with new design?"

Accepted Answer

A)  continue with the old design; don't introduce the new design
B)  introduce the new design; drop the old design
C)  introduce the new design; but add some new features
D)  mine the data further for children reactions; take no action
E)  add digital dashboards to analyze reactions to the new design; add some new featuresF) A) and C)
G) B) and E)

Question 6

The approaches that can be used to collect data to solve all or part of a marketing research problem are referred to as

Accepted Answer

A)  proposals.
B)  strategies.
C)  tactics.
D)  analyses.
E)  methods.F) C) and E)
G) A) and E)

Question 7

The process of selecting representative elements from a population is referred to as

Accepted Answer

A)  hypothesis generation.
B)  sampling.
C)  information gathering.
D)  statistical inference.
E)  probability extrapolation.F) A) and B)
G) A) and C)

Question 8

A salesforce survey forecast involves

Accepted Answer

A)  asking prospective customers if they are likely to buy the product during some future time period.
B)  asking the firm's salespeople to estimate sales during a coming period.
C)  selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect.
D)  making decisions without any intervening steps.
E)  averaging the projections obtained from just regional sales managers and then making the final projection.F) B) and C)
G) C) and D)

Question 9

__________ is a type of forecast that involves estimating the value to be forecast without any intervening steps.

Accepted Answer

A)  direct forecast
B)  survey forecast
C)  lost-horse forecast
D)  lost-cause forecast
E)  intention forecastF) A) and B)
G) A) and C)

Question 10

What type of marketing uses high-tech brain scanning instruments to record the brain's responses to various marketing stimuli (package designs,brand logos,fragrances,TV ads,and so on) via the five senses (sight,sound,smell,touch,and taste) ?

Accepted Answer

A)  subliminal marketing
B)  permission marketing
C)  ultrasense marketing
D)  optimization marketing
E)  neuromarketingF) None of the above
G) A) and D)

Question 11

Field of Dreams and Million Dollar Baby are examples of successful movies that could have failed because

Accepted Answer

A)  too little money was spent on promotion.
B)  they were targeting the wrong target market segments.
C)  there was too little similarity between the original book and the screenplay.
D)  their original titles did not convey the correct message to their prospective audiences.
E)  too much time lapsed between their promotions and their releases.F) B) and D)
G) A) and D)

Question 12

__________ surveys are usually biased because those most likely to respond are those who have had especially positive or negative experiences with the product or brand.

Accepted Answer

A)  Personal interview
B)  Online
C)  Telephone
D)  Fax
E)  MailF) B) and E)
G) B) and C)

Question 13

Why can't a marketing manager's decision-making process stop when he or she has chosen the best alternative to solving a problem?

Accepted Answer

Effective marketing research doesn't sto...

Question 14

The Belsen interview is a means of pretesting media surveys.It gathers facts and figures by asking people about their attitudes,beliefs,and awareness of various media.With this technique,a respondent is interviewed twice-first by an interviewer using the proposed survey and then by a different interviewer,who asks questions about the survey itself.The Belsen interview uses __________ data.

Accepted Answer

A)  questionnaire
B)  secondary
C)  intercept
D)  observational
E)  synergisticF) B) and C)
G) A) and B)

Question 15

A special kind of individual interview in which researchers ask lengthy,free-flowing kinds of questions to probe for underlying ideas and feelings is called a(n)

Accepted Answer

A)  focus group.
B)  discovery interview.
C)  probing interview.
D)  guided interview.
E)  depth interview.F) C) and E)
G) B) and E)

Question 16

Research objectives are __________.

Accepted Answer

A)  goals conjectures regarding outcomes
B)  general research guidelines
C)  solutions to be evaluated
D)  specific and measurable
E)  research dashboardsF) A) and B)
G) A) and C)

Question 17

The retail mall owner told the 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 this statement have been made?

Accepted Answer

A)  define the problem
B)  develop the research plan
C)  collect relevant information
D)  develop findings and recommendations
E)  take marketing actionsF) C) and D)
G) B) and C)

Question 18

Many consumers often buy soft drinks and potato chips together when they shop at a grocery,convenience,or mass merchandiser store.However,one convenience store discovered,when querying its marketing information system (MIS) 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.

Accepted Answer

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

Question 19

Briefly explain what a marketing experiment is.Include the definitions of dependent and independent variables and give examples of each.

Accepted Answer

An experiment involves obtaining data by...

Question 20

GI Design is a small studio that designs and builds items such as fountains and tabletops made from copper.Greg,the owner,wanted to know how to increase sales and profits,so he developed a research plan to determine what landscape architects and interior designers wanted in copper furnishings and décor and the appropriate price for these items.He decided to interview representative designers as part of his approach.Greg was engaged in __________,the third step of the five-step marketing research approach.

Accepted Answer

A)  developing the research plan
B)  solving the problem
C)  developing findings and recommendations
D)  collecting relevant information
E)  taking marketing actionsF) A) and E)
G) None of the above

Exam 7: Marketing Research: From Customer Insights to Actions

Briefly explain what a marketing experiment is.Include the definitions of dependent and independent variables and give examples of each.

Correct Answer
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An experiment involves obtaining data by...
View Answer

What type of marketing uses high-tech brain scanning instruments to record the brain's responses to various marketing stimuli (package designs,brand logos,fragrances,TV ads,and so on) via the five senses (sight,sound,smell,touch,and taste) ?

Correct Answer
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__________ is a type of forecast that involves estimating the value to be forecast without any intervening steps.

Correct Answer
verified

Field of Dreams and Million Dollar Baby are examples of successful movies that could have failed because

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

The approaches that can be used to collect data to solve all or part of a marketing research problem are referred to as

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

Correct Answer
verified

Once a market researcher has defined the problem,developed the research plan,and collected the relevant information,what is the next step in the five-step marketing research approach?

Correct Answer
verified

Correct Answer
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Correct Answer
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A special kind of individual interview in which researchers ask lengthy,free-flowing kinds of questions to probe for underlying ideas and feelings is called a(n)

Correct Answer
verified

Research objectives are __________.

Correct Answer
verified

A salesforce survey forecast involves

Correct Answer
verified

Why can't a marketing manager's decision-making process stop when he or she has chosen the best alternative to solving a problem?

Correct Answer
verified
Effective marketing research doesn't sto...
View Answer

Based on the Fisher-Price Chatter Telephone example in the textbook,if a measure of success is "playtime" for a particular telephone design,which would be the best possible marketing action if the results of observation were "Children spent more time playing with new design?"

Correct Answer
verified

Facts and figures that are newly collected for a project at hand are referred to as

Correct Answer
verified

__________ surveys are usually biased because those most likely to respond are those who have had especially positive or negative experiences with the product or brand.

Correct Answer
verified

The process of selecting representative elements from a population is referred to as

Correct Answer
verified

Correct Answer
verified

Exam 7: Marketing Research: From Customer Insights to Actions

Briefly explain what a marketing experiment is.Include the definitions of dependent and independent variables and give examples of each.

Correct AnswerverifiedAn experiment involves obtaining data by...View AnswerShow Answer

What type of marketing uses high-tech brain scanning instruments to record the brain's responses to various marketing stimuli (package designs,brand logos,fragrances,TV ads,and so on) via the five senses (sight,sound,smell,touch,and taste) ?

Correct AnswerverifiedShow Answer

__________ is a type of forecast that involves estimating the value to be forecast without any intervening steps.

Correct AnswerverifiedShow Answer

Field of Dreams and Million Dollar Baby are examples of successful movies that could have failed because

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

The approaches that can be used to collect data to solve all or part of a marketing research problem are referred to as

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

Correct AnswerverifiedShow Answer

Once a market researcher has defined the problem,developed the research plan,and collected the relevant information,what is the next step in the five-step marketing research approach?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A special kind of individual interview in which researchers ask lengthy,free-flowing kinds of questions to probe for underlying ideas and feelings is called a(n)

Correct AnswerverifiedShow Answer

Research objectives are __________.

Correct AnswerverifiedShow Answer

A salesforce survey forecast involves

Correct AnswerverifiedShow Answer

Why can't a marketing manager's decision-making process stop when he or she has chosen the best alternative to solving a problem?

Correct AnswerverifiedEffective marketing research doesn't sto...View AnswerShow Answer

Based on the Fisher-Price Chatter Telephone example in the textbook,if a measure of success is "playtime" for a particular telephone design,which would be the best possible marketing action if the results of observation were "Children spent more time playing with new design?"

Correct AnswerverifiedShow Answer

Facts and figures that are newly collected for a project at hand are referred to as

Correct AnswerverifiedShow Answer

__________ surveys are usually biased because those most likely to respond are those who have had especially positive or negative experiences with the product or brand.

Correct AnswerverifiedShow Answer

The process of selecting representative elements from a population is referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct Answer
verified
An experiment involves obtaining data by...
View Answer

Correct Answer
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Correct Answer
verified

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
verified

Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Effective marketing research doesn't sto...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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