Question 1

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 needs a prediction of how successful its sales efforts will be. Researchers invited four groups 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. One of these discussions is an example of

Accepted Answer

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

Question 2

The Internet sites for The Wall Street Journal, CNBC, and Fox Business

Accepted Answer

A)   sell information on trade activity collected by the U.S. government.
B)   are portals to all government websites that can be found by topic or keyword.
C)   provide information in online databases and an index of blogs by primary topic.
D)   are the most popular online portals in which to enter keywords or topics for specific searches.
E)   provide up-to-the-minute business news and video clips about companies, industries, and trends.F) C) and D)
G) B) and D)

Question 3

According to research conducted by Canadian cultural anthropologists, Canadians place a high importance on personal relationships. This leads them to be extremely reluctant to buy through an impersonal medium like a telephone. For an insurance company that was hoping to sell insurance through telemarketers, this research would be an example of

Accepted Answer

A)   internal secondary data.
B)   a constraint.
C)   an assumption.
D)   a dependent variable.
E)   external secondary data.F) B) and E)
G) A) and B)

Question 4

Lost-horse forecasting involves

Accepted Answer

A)   admitting that the actions you have taken in the past have failed and removing those and similar actions from your list of alternatives.
B)   starting with the last known value of the item being forecast, listing the factors that could affect the forecast, assessing whether they have a positive or negative impact, and making the final forecast.
C)   making decisions without any intervening steps.
D)   following a prescribed set of "directives" established before the research was even begun.
E)   selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect.F) A) and C)
G) B) and D)

Question 5

Before opening six Torrid plus-size-only retail stores that cater to women age 15 to 30, a great deal of information was gathered from a sample of women to determine what types of items should be carried, the image of the store, its advertising, etc. Which of the following is an example of an open-ended question that might have been asked in the survey?

Accepted Answer

A)   "Do you wear a dress larger than size 12?"
B)   "How old are you?"
C)   "Would you shop at a store that only sold plus-size clothing?"
D)   "Why do you prefer heavier fabrics?"
E)   "Do you think the stores should use bright- or subtle-colored fixtures?"F) B) and C)
G) B) and E)

Question 6

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

Question 7

________ surveys are the best choice if a marketing researcher wants flexibility in asking probing questions or getting reactions to visual materials.

Accepted Answer

A)   Personal interview
B)   Mail
C)   Telephone
D)   Fax
E)   OnlineF) D) and E)
G) A) and B)

Question 8

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

Accepted Answer

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

Question 9

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

Question 10

The National Health Interview Survey is conducted annually by the Centers for Disease Control and Prevention. By examining information gathered from a national sample of 600 respondents throughout the United States, it was able to announce that 11.3 percent of all Americans under age 65 lacked health insurance. To make this statement, the Centers for Disease Control and Prevention used

Accepted Answer

A)   focus groups.
B)   no constraints.
C)   internal secondary data.
D)   statistical inference.
E)   interpolation.F) B) and E)
G) B) and C)

Question 11

Sampling and statistical inference are special ________, which are vital in marketing research to solve all or part of a problem.

Accepted Answer

A)   systems
B)   styles
C)   methods
D)   manners
E)   modesF) A) and C)
G) A) and E)

Question 12

The purpose of Nielsen's Total Content Rating system 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 ratings to combine various global markets.
E)   gain access to every American home that owns a television, mobile phone, or computer.F) B) and D)
G) B) and C)

Question 13

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

Accepted Answer

A)   collect relevant information.
B)   develop findings and recommendations.
C)   take marketing actions.
D)   plan the research budget.
E)   identify the constraints on the process.F) D) and E)
G) C) and D)

Question 14

One test of whether marketing research should be done is if

Accepted Answer

A)   different outcomes will lead to different marketing actions.
B)   multiple changes can be implemented simultaneously.
C)   interpreting the data can be done using a jury of executive opinions.
D)   the decision to undertake it is unanimous.
E)   there is a budget for the research.F) A) and C)
G) A) and E)

Question 15

Marketers are increasingly using online surveys to collect primary data. One advantage is that

Accepted Answer

A)   response rates are higher because consumers are anonymous.
B)   the quality of responses is better with online surveys than they are with personal interview surveys.
C)   turnaround time from data collection to report is much quicker than with other methods.
D)   consumers value email surveys and feel highly regarded when receiving them.
E)   consumers want to be helpful so they complete the survey multiple times.F) A) and E)
G) A) and C)

Question 16

In marketing, ________ are ideas about products or services.

Accepted Answer

A)   theories
B)   designs
C)   perceptions
D)   impressions
E)   conceptsF) C) and D)
G) C) and E)

Question 17

What is neuromarketing? What does it do? Why is it important to marketers?

Accepted Answer

Neuromarketing uses brain scanning to an...

Question 18

Which of the following would be best used to forecast the opening weekend box office sales for a new movie?

Accepted Answer

A)   test screenings
B)   demographic analysis
C)   portfolio analysis
D)   advanced promotions
E)   tracking studiesF) A) and C)
G) None of the above

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) A) and C)
G) A) and E)

Question 20

All of the following are downsides to data mining except which?

Accepted Answer

A)   Some of the information found on the Internet is factually incorrect.
B)   Personal, private data on most Americans are available on the Internet.
C)   It is easy for almost anyone to find out your personal information through both online and offline sources.
D)   You can use the Internet to find out which companies are obtaining your personal data.
E)   Many firms obtain personal, private data by placing cookies on a person's computer or use tracking apps to forward location information from a user's mobile phone.F) B) and E)
G) B) and D)

Exam 7: Marketing Research: From Customer Insights to Actions

Correct Answer
verified

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

Correct Answer
verified

All of the following are downsides to data mining except which?

Correct Answer
verified

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

Correct Answer
verified

In marketing, ________ are ideas about products or services.

Correct Answer
verified

Marketers are increasingly using online surveys to collect primary data. One advantage is that

Correct Answer
verified

Evaluating the results of a marketing decision involves

Correct Answer
verified

Correct Answer
verified

The purpose of Nielsen's Total Content Rating system is to

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Sampling and statistical inference are special ________, which are vital in marketing research to solve all or part of a problem.

Correct Answer
verified

The Internet sites for The Wall Street Journal, CNBC, and Fox Business

Correct Answer
verified

Lost-horse forecasting involves

Correct Answer
verified

One test of whether marketing research should be done is if

Correct Answer
verified

Which of the following would be best used to forecast the opening weekend box office sales for a new movie?

Correct Answer
verified

________ surveys are the best choice if a marketing researcher wants flexibility in asking probing questions or getting reactions to visual materials.

Correct Answer
verified

What is neuromarketing? What does it do? Why is it important to marketers?

Correct Answer
verified
Neuromarketing uses brain scanning to an...
View Answer

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 7: Marketing Research: From Customer Insights to Actions

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

All of the following are downsides to data mining except which?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In marketing, ________ are ideas about products or services.

Correct AnswerverifiedShow Answer

Marketers are increasingly using online surveys to collect primary data. One advantage is that

Correct AnswerverifiedShow Answer

Evaluating the results of a marketing decision involves

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The purpose of Nielsen's Total Content Rating system is to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Sampling and statistical inference are special ________, which are vital in marketing research to solve all or part of a problem.

Correct AnswerverifiedShow Answer

The Internet sites for The Wall Street Journal, CNBC, and Fox Business

Correct AnswerverifiedShow Answer

Lost-horse forecasting involves

Correct AnswerverifiedShow Answer

One test of whether marketing research should be done is if

Correct AnswerverifiedShow Answer

Which of the following would be best used to forecast the opening weekend box office sales for a new movie?

Correct AnswerverifiedShow Answer

________ surveys are the best choice if a marketing researcher wants flexibility in asking probing questions or getting reactions to visual materials.

Correct AnswerverifiedShow Answer

What is neuromarketing? What does it do? Why is it important to marketers?

Correct AnswerverifiedNeuromarketing uses brain scanning to an...View AnswerShow Answer

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

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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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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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Neuromarketing uses brain scanning to an...
View Answer

Correct Answer
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Correct Answer
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