Question 1

Briefly explain the best-known statistical method, trend extrapolation, used by marketers to develop a company's sales forecasts. In your explanation, explain the strengths and weaknesses of using this method.

Accepted Answer

The best-known statistical method of for...

Question 2

All of the following are challenges marketers face when conducting marketing research except which?

Accepted Answer

A)   whether consumers' actual purchase behaviors will match their stated interests or intentions
B)   whether consumers will reveal honest answers to questions about personal or status issues
C)   whether consumers will remember the brand they actually purchased in order to report it correctly
D)   whether consumers will accept a small gratuity for participating in a market research study for a new or existing product
E)   whether consumers will really know whether they are likely to buy a new product that they have never thought about beforeF) B) and C)
G) B) and D)

Question 3

The U.S. Census Bureau website

Accepted Answer

A)   is a repository 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 keywords or topics for specific searches.
E)   accesses information in online databases and blogs by primary topic.F) A) and D)
G) C) and D)

Question 4

Marketing teams must be vigilant in looking for ways to improve the analysis and results in order to learn lessons that might apply to future marketing research efforts. Evaluating the results of marketing research includes

Accepted Answer

A)   asking prospective customers if they are likely to buy the product during some future time period.
B)   requesting the firm's salespeople to forecast sales during a coming period.
C)   determining if the marketing research and analysis used to develop the recommendations was effective.
D)   collecting projections from all regional sales managers and making projections based on a region-to-region basis.
E)   collecting data from marketing experts about changes in the environment.F) A) and B)
G) B) and C)

Question 5

Linear trend extrapolation is a form of trend extrapolation in which the

Accepted Answer

A)   pattern changes from year to year.
B)   pattern is always a straight line.
C)   slope of the line is tied directly to profits.
D)   shape of the pattern is a hyperbola.
E)   pattern follows an S-shaped curve.F) None of the above
G) B) and E)

Question 6

Experiments often use marketing drivers like product features, price, or promotion as ________ variables.

Accepted Answer

A)   marketing action
B)   independent
C)   environmental force
D)   dependent
E)   causalF) A) and B)
G) A) and E)

Question 7

________ includes all of the computing resources that collect, store, and analyze data collected from a variety of sources.

Accepted Answer

A)   Data mining
B)   Environmental scanning
C)   Computerization
D)   E-marketing
E)   Information technologyF) A) and B)
G) C) and E)

Question 8

Observational data refer to

Accepted Answer

A)   facts and figures newly collected for the project at hand.
B)   facts and figures obtained by asking people questions either through personal interviews, panel discussions, or questionnaires.
C)   facts and figures obtained by watching, either mechanically or in person, how people actually behave.
D)   facts and figures that have already been recorded from multiple sources before the project.
E)   conclusions developed from information obtained from a representative sample of a population.F) A) and B)
G) A) and C)

Question 9

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.F) None of the above
G) C) and E)

Question 10

Mystery shoppers are people

Accepted Answer

A)   hired by a firm to get legal, though not necessarily ethical, information about competitive firms.
B)   hired by a firm's employees to prove to the courts that competitors are using unfair pricing practices.
C)   hired by a customer to report on illegal or unethical practices that are regularly taking place at a particular establishment.
D)   who pose as customers to check on availability and pricing of a firm's products or services and on the quality of the customer service.
E)   hired by law firms to check on the safety of their clients' products and the credibility of their advertising.F) A) and D)
G) A) and B)

Question 11

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

Accepted Answer

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

Question 12

Offering a product for sale in a small geographic area to help evaluate potential market actions is

Accepted Answer

A)   a micro market.
B)   a test market.
C)   an experimental market.
D)   a simulated market.
E)   a trial market.F) C) and D)
G) A) and D)

Question 13

What kind of question is this? "Place an 'X' in the space that describes your view of this test." Easy __ __ __ __ __ Difficult

Accepted Answer

A)   Likert scale
B)   semantic differential scale
C)   dichotomous question
D)   open-ended question
E)   sensitivity analysis questionF) A) and E)
G) A) and B)

Question 14

If a researcher is using data that are low in cost and save time, which type of data is this likely to be?

Accepted Answer

A)   questionnaire data
B)   mined data
C)   secondary data
D)   patented data
E)   observational dataF) A) and B)
G) A) and C)

Question 15

Researchers for Frito-Lay discovered that matte beige bags of potato chips picturing potatoes and other healthy ingredients in the snack do not trigger activity in the anterior cingulate cortex, an area of the brain associated with feelings of guilt, as much as shiny bags with pictures of chips. Frito-Lay then switched out of shiny packaging in the United States shortly thereafter. This is an example of using

Accepted Answer

A)   subliminal marketing.
B)   permission marketing.
C)   optimization marketing.
D)   neuromarketing.
E)   surge marketing.F) C) and D)
G) D) and E)

Question 16

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

Accepted Answer

A)   A direct forecast
B)   A survey forecast
C)   A lost-horse forecast
D)   A lost-cause forecast
E)   An intention forecastF) All of the above
G) B) and D)

Question 17

Figure 8-1
-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.F) None of the above
G) B) and E)

Question 18

All of these are examples of marketing outcome data except which?

Accepted Answer

A)   customer phone calls
B)   repeat sales reports
C)   accounting records
D)   advertising budgets
E)   social media postsF) All of the above
G) A) and B)

Question 19

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

Question 20

What is data mining, and why is it used in marketing research?

Accepted Answer

Data mining is the extraction ...

Exam 8: Marketing Research: From Customer Insights to Actions

________ includes all of the computing resources that collect, store, and analyze data collected from a variety of sources.

Correct Answer
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The U.S. Census Bureau website

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

Correct Answer
verified

The Journal of Marketing Research and the Journal of Marketing provide

Correct Answer
verified

Observational data refer to

Correct Answer
verified

Linear trend extrapolation is a form of trend extrapolation in which the

Correct Answer
verified

Evaluating the results of a marketing decision involves

Correct Answer
verified

Briefly explain the best-known statistical method, trend extrapolation, used by marketers to develop a company's sales forecasts. In your explanation, explain the strengths and weaknesses of using this method.

Correct Answer
verified
The best-known statistical method of for...
View Answer

Correct Answer
verified

Marketing teams must be vigilant in looking for ways to improve the analysis and results in order to learn lessons that might apply to future marketing research efforts. Evaluating the results of marketing research includes

Correct Answer
verified

All of these are examples of marketing outcome data except which?

Correct Answer
verified

What is data mining, and why is it used in marketing research?

Correct Answer
verified
Data mining is the extraction ...
View Answer

What kind of question is this? "Place an 'X' in the space that describes your view of this test." Easy __ Difficult

Correct Answer
verified

Offering a product for sale in a small geographic area to help evaluate potential market actions is

Correct Answer
verified

All of the following are challenges marketers face when conducting marketing research except which?

Correct Answer
verified

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

Correct Answer
verified

Mystery shoppers are people

Correct Answer
verified

If a researcher is using data that are low in cost and save time, which type of data is this likely to be?

Correct Answer
verified

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

Correct Answer
verified

Experiments often use marketing drivers like product features, price, or promotion as ________ variables.

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

________ includes all of the computing resources that collect, store, and analyze data collected from a variety of sources.

Correct AnswerverifiedShow Answer

The U.S. Census Bureau website

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The Journal of Marketing Research and the Journal of Marketing provide

Correct AnswerverifiedShow Answer

Observational data refer to

Correct AnswerverifiedShow Answer

Linear trend extrapolation is a form of trend extrapolation in which the

Correct AnswerverifiedShow Answer

Evaluating the results of a marketing decision involves

Correct AnswerverifiedShow Answer

Briefly explain the best-known statistical method, trend extrapolation, used by marketers to develop a company's sales forecasts. In your explanation, explain the strengths and weaknesses of using this method.

Correct AnswerverifiedThe best-known statistical method of for...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Marketing teams must be vigilant in looking for ways to improve the analysis and results in order to learn lessons that might apply to future marketing research efforts. Evaluating the results of marketing research includes

Correct AnswerverifiedShow Answer

All of these are examples of marketing outcome data except which?

Correct AnswerverifiedShow Answer

What is data mining, and why is it used in marketing research?

Correct AnswerverifiedData mining is the extraction ...View AnswerShow Answer

What kind of question is this? "Place an 'X' in the space that describes your view of this test." Easy __ __ __ __ __ Difficult

Correct AnswerverifiedShow Answer

Offering a product for sale in a small geographic area to help evaluate potential market actions is

Correct AnswerverifiedShow Answer

All of the following are challenges marketers face when conducting marketing research except which?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Mystery shoppers are people

Correct AnswerverifiedShow Answer

If a researcher is using data that are low in cost and save time, which type of data is this likely to be?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Experiments often use marketing drivers like product features, price, or promotion as ________ variables.

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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The best-known statistical method of for...
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Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
verified
Data mining is the extraction ...
View Answer

What kind of question is this? "Place an 'X' in the space that describes your view of this test." Easy __ Difficult

Correct Answer
verified

Correct Answer
verified

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
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