Question 1

Trend extrapolation involves

Accepted Answer

A)  extending a pattern observed in past data into the future.
B)  selecting specific points on a graph of sales or market share, multiplying by the cost of living index, and allowing for a variation of plus or minus 3 percent.
C)  averaging the total sales or market share for the previous five years and multiplying that number by the expected GDP growth rate for the next year (say 1.5 percent)  to arrive at the next year's forecast.
D)  selecting a given percentage and using that number as a yearly predictive base regardless of changes in sales, revenue, or market share.
E)  collecting projections from all regional sales managers and making the final projection.F) A) and B)
G) A) and C)

Question 2

In conducting marketing research on Facebook, Carmex is considering using a marketing metric that measures how active its Facebook audience is with Carmex, such as when consumers post a comment on the Carmex wall or reply to one of the Carmex posts. This metric is called Carmex

Accepted Answer

A)  sentiment.
B)  share of voice.
C)  engagement.
D)  conversation velocity.
E)  likes.F) A) and B)
G) B) and D)

Question 3

A(n)  __________ 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) B) and E)
G) C) and E)

Question 4

Secondary data can be divided into two parts:

Accepted Answer

A)  primary data and empirical data.
B)  empirical data and secondary data.
C)  tertiary data and demographic data.
D)  demographic data and observational data.
E)  internal secondary data and external secondary data.F) B) and D)
G) B) and C)

Question 5

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 how p...

Question 6

A picture or verbal description of a product or service a firm might offer for sale is referred to as

Accepted Answer

A)  a constraint.
B)  an exemplar.
C)  a new-product concept.
D)  a test offering.
E)  a protocol.F) A) and E)
G) A) and C)

Question 7

A decision refers to

Accepted Answer

A)  a premeditated selection resulting in a personal action.
B)  a conscious choice among a set of alternatives that creates the least amount of risk.
C)  a conscious choice from among two or more alternatives.
D)  a subconscious selection of the alternative most consistent with one's personal beliefs.
E)  an unconscious choice selected from a subset of positive alternatives.F) D) and E)
G) C) and D)

Question 8

Members of the Book Promoters Association of Canada recently questioned what could be done to rejuvenate the Canadian book publishing industry. Some claimed the problem was that many Canadian bookstores had been replaced by Amazon.com. Others said the problem was stodgy advertising. Still others believed the problem was small budgets for marketing programs. The best way to identify the problem would be to use

Accepted Answer

A)  market analysis.
B)  marketing management.
C)  a marketing audit.
D)  marketing research.
E)  data mining.F) D) and E)
G) A) and B)

Question 9

A market researcher showed a plain print ad of a new brand of designer jeans to several groups of college students and asked the students to rate the quality of the jeans. Then the researcher showed some other college students a print ad featuring movie star Scarlett Johansson wearing the new brand and asked the students again to rate the quality of the jeans. The marketer predicted that after viewing the ad featuring Johansson, the students' ratings of the jeans would be more positive than the other ones. In this experiment, students' ratings of the new blue jeans served as the

Accepted Answer

A)  dependent variable.
B)  independent variable.
C)  social environmental force.
D)  secondary data.
E)  constraint.F) A) and E)
G) D) and E)

Question 10

In which step of the marketing research process must the researcher take into consideration the relevance of primary and secondary data?

Accepted Answer

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

Question 11

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

Accepted Answer

A)  nonprobability sampling.
B)  statistical inference.
C)  probability sampling.
D)  extrapolation.
E)  criteria sampling.F) A) and B)
G) A) and E)

Question 12

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?

Accepted Answer

Inherent difficulties in asking the cons...

Question 13

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) A) and D)
G) C) and D)

Question 14

Based on __________, the Campbell Soup Co. changed the labels of most of its soup cans.

Accepted Answer

A)  external secondary data, an article in the Journal of Consumer Behavior on ethnographic research
B)  social media Facebook comments and Twitter tweets analysis
C)  internal secondary data, sales reports on soup sales by flavor and package type (can or microwave bowl) 
D)  neuromarketing studies
E)  online/e-mail questionnairesF) B) and E)
G) None of the above

Question 15

The Internet website USA.gov

Accepted Answer

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

Question 16

Fisher-Price watches young children play with its toys to determine if and how various products should be changed or improved. Fisher Price is collecting __________ data.

Accepted Answer

A)  observational
B)  questionnaire
C)  interview
D)  on-site
E)  focus groupF) A) and B)
G) A) and C)

Question 17

If a researcher is using a "people meter," which type of data is this likely to be?

Accepted Answer

A)  questionnaire data
B)  mined data
C)  internal secondary data
D)  external secondary data
E)  observational dataF) None of the above
G) C) and D)

Question 18

The second step of the marketing research approach is to

Accepted Answer

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

Exam 8: Marketing Research: From Customer Insights to Actions

If a researcher is using a "people meter," which type of data is this likely to be?

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

In conducting marketing research on Facebook, Carmex is considering using a marketing metric that measures how active its Facebook audience is with Carmex, such as when consumers post a comment on the Carmex wall or reply to one of the Carmex posts. This metric is called Carmex

Correct Answer
verified

Secondary data can be divided into two parts:

Correct Answer
verified

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
verified
Inherent difficulties in asking the cons...
View Answer

Fisher-Price watches young children play with its toys to determine if and how various products should be changed or improved. Fisher Price is collecting __________ data.

Correct Answer
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Trend extrapolation involves

Correct Answer
verified

Correct Answer
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The Internet website USA.gov

Correct Answer
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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 how p...
View Answer

Based on __________, the Campbell Soup Co. changed the labels of most of its soup cans.

Correct Answer
verified

A decision refers to

Correct Answer
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In which step of the marketing research process must the researcher take into consideration the relevance of primary and secondary data?

Correct Answer
verified

Correct Answer
verified

A picture or verbal description of a product or service a firm might offer for sale is referred to as

Correct Answer
verified

The second step of the marketing research approach is to

Correct Answer
verified

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

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

If a researcher is using a "people meter," which type of data is this likely to be?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In conducting marketing research on Facebook, Carmex is considering using a marketing metric that measures how active its Facebook audience is with Carmex, such as when consumers post a comment on the Carmex wall or reply to one of the Carmex posts. This metric is called Carmex

Correct AnswerverifiedShow Answer

Secondary data can be divided into two parts:

Correct AnswerverifiedShow Answer

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 AnswerverifiedInherent difficulties in asking the cons...View AnswerShow Answer

Fisher-Price watches young children play with its toys to determine if and how various products should be changed or improved. Fisher Price is collecting __________ data.

Correct AnswerverifiedShow Answer

Trend extrapolation involves

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The Internet website USA.gov

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 how p...View AnswerShow Answer

Based on __________, the Campbell Soup Co. changed the labels of most of its soup cans.

Correct AnswerverifiedShow Answer

A decision refers to

Correct AnswerverifiedShow Answer

In which step of the marketing research process must the researcher take into consideration the relevance of primary and secondary data?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A picture or verbal description of a product or service a firm might offer for sale is referred to as

Correct AnswerverifiedShow Answer

The second step of the marketing research approach is to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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Correct Answer
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Correct Answer
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Inherent difficulties in asking the cons...
View 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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Observing people includes watching how p...
View 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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