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Exam 7: Marketing Research: From Customer Insights to Actions

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Question 101

Multiple Choice

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In marketing experiments,the independent variable is the __________ and the dependent variable is the __________.

A) element that never changes; element that always changes
B) result; factor beyond the experimenter's control
C) result of an action; cause of an action
D) cause of an action; result of an action
E) element that always changes; element that never changes

F) B) and E)
G) C) and D)

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Question 102

Multiple Choice

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Surveys that enable the interviewer to be flexible in asking probing questions or getting reactions to visual materials would be best conducted using

A) mail surveys.
B) telephone interview surveys.
C) personal interview surveys.
D) fax surveys.
E) online surveys.

F) D) and E)
G) A) and B)

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Question 103

Multiple Choice

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When Home Depot entered the Quebec market,two percent of the population were aware of the retail chain.To determine how effective its advertising was in the first 18 months of its presence in Quebec,the firm conducted awareness research for a second time.Prior to conducting the research,it was decided that if at least 50 percent of the population were aware of the Home Depot brand,it would continue its present advertising program.This is an example of a(n)

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

-Consider the Marketing Research Method Photo C above.What type of marketing research method is MOST LIKELY being represented with observers behind a one-way mirror watching a discussion among people about topics of interest to marketers?

After qualifying by having seen at least six movies in the last year,members of tracking studies are asked three key questions,one of which is __________.

Which of the following statements concerning personal observation is most accurate?

Three frequently used sales forecasting techniques are (1) judgments of the decision maker; (2) surveys of knowledgeable groups; and (3) __________.

Researchers for Frito-Lay discovered that matte beige bags of potato chips picturing potatoes and other "healthy" ingredients in the snack don't 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

All of the following are idea evaluation methods EXCEPT:

Two important advantages of secondary data are that it is __________ and __________.

Best Western International,Inc.,a national hotel chain,paid couples to videotape themselves as they spent three to seven days on a cross-country trip.From this,Best Western found that women usually decide when to pull off the road,where to stay over night,and what amenities the hotel or motel should have to make their stay more enjoyable.These couples were determining their lodging in a "natural use environment," and so providing __________ research to Best Western.

Children's accessory and toy store Red Carpet Baby! uses U.S.Census Bureau information to determine the number of families with children under age 5 for each state in its market area.Data obtained from this source are called __________.

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

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

Google

As marketing vice president of Health Care Services,Inc.,you are in charge of developing an experiment to test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory.Which experiment will do this best?

Analyzing data and presenting the results of this analysis would take place during which step of the five-step marketing research approach?

Mechanical,personal,or neuromarketing methods are ways that __________ data can be collected.

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