Question 1

final step in the five-step marketing research approach includes making action recommendations,implementing action recommendations,and __________.

Accepted Answer

A)   evaluating the results
B)   doing an environmental scan
C)   making sales or profit projections for the coming year(s) 
D)   increasing or decreasing production based upon research collected
E)   identifying possible opportunities for growthF) D) and E)
G) A) and E)

Question 2

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

Accepted Answer

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

Question 3

Filmmakers want movie titles that use the same factors that make a good brand name.They must __________.

Accepted Answer

A)   be creative
B)   seem familiar
C)   use alliterative techniques
D)   be easy to remember
E)   capture the essence of the filmF) A) and D)
G) B) and D)

Question 4

Figure 8-4: Question 7
-Consider Figure 8-4: Question 7 above,which is part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Which of the following statements MOST LIKELY explains why Question 7 was included in the questionnaire?

Accepted Answer

A)   Wendy's wanted to know how many people eat at home while watching TV.
B)   Wendy's wanted to know if billboards and other media types were important sources of information to consumers when they decide where to eat.
C)   Wendy's wanted to understand how often consumers see flyers.
D)   Wendy's wanted to check newspaper circulation in the cities in which it does business.
E)   Wendy's wanted to find information about the education level of its customers according to the relative importance of their information sources.F) A) and E)
G) None of the above

Question 5

Gerst,who manages the Carmex social media properties,says,"For Carmex,Facebook isn't just a way to share coupons or the latest product news,but it is also a marketing research resource." One objective in the marketing research he undertook using Facebook involved

Accepted Answer

A)   assessing the market for its new hand cream product.
B)   projecting the market size for the Carmex Moisture Plus line of premium lip balms for women.
C)   assessing the market for Carmex products outside the U.S. in countries where Facebook is active.
D)   evaluating the effectiveness of integrating Carmex Facebook promotions with traditional Carmex promotions.
E)   narrowing the number of flavors going into quantitative testing from three to two.F) C) and E)
G) A) and C)

Question 6

customers have their groceries scanned at the supermarket checkout counter,the data are collected and processed by services such as SymphonyIRIGroup's (IRI) InfoScan.Consumer product firms like Proctor & Gamble use data collected by IRI to allocate scarce marketing resources.Which of the following data are not collected at retail checkout counters?

Accepted Answer

A)   coupon redemptions
B)   product bar codes
C)   product sales
D)   free sample redemptions
E)   household demographicsF) A) and E)
G) A) and B)

Question 7

Figure 8-A
-According to Figure 8-A above,when conducting marketing research,why would you ask the question,"How old are you?" before the test screening of a movie?

Accepted Answer

A)   to identify people who fit the profile of the target audience for the movie
B)   to identify people who frequently attend movies
C)   to make sure the respondent meets recommended age requirements for being admitted to the movie (G, PG, R, etc.) 
D)   to determine if the respondent is old enough to relate to the characters
E)   to determine if the respondent is mature enough to provide valuable input when critiquing the elements of the movieF) A) and E)
G) B) and E)

Question 8

Figure 8-4: Question 3
-Consider Figure 8-4: Question 3 above,which is part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 3 illustrates which type of question format?

Accepted Answer

A)   dichotomous
B)   open-ended
C)   closed-end
D)   attitudinal
E)   semantic differentialF) A) and B)
G) B) and C)

Question 9

survey by the Economic Research Service of the U.S.Department of Agriculture,government statistics from the Department of Commerce,and stock market information from The Wall Street Journal would all be examples of

Accepted Answer

A)   internal primary data.
B)   nonprobability sampling methods.
C)   internal secondary data.
D)   external secondary data.
E)   external primary data.F) B) and E)
G) B) and C)

Question 10

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 E)
G) A) and D)

Question 11

Obtaining primary and secondary data would take place during which stage of the five-step marketing research approach?

Accepted Answer

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

Question 12

is the marketing research term for the specific,measurable goals the decision-maker seeks to achieve in conducting the marketing research?

Accepted Answer

A)   research constraints
B)   research objectives
C)   research decisions
D)   measures of success
E)   marketing conjecturesF) C) and E)
G) B) and C)

Question 13

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)   tenet marketing
D)   optimization marketing
E)   neuromarketingF) A) and C)
G) C) and D)

Question 14

marketing experiments,the independent variables of interest,sometimes called the marketing __________,are often one or more of the marketing mix elements.

Accepted Answer

A)   factors
B)   drivers
C)   forces
D)   actions
E)   causalitiesF) A) and B)
G) A) and C)

Question 15

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

Question 16

Marketing Research Method Photo A
-Questionnaire data refer to

Accepted Answer

A)   the facts and figures obtained by observing people about their attitudes, awareness, intentions, and behaviors.
B)   the facts and figures obtained by analyzing people's brain waves as consumers complete surveys about their geodemographics, ethnographics, and behaviors.
C)   psychographic data obtained by asking people non-biased questions about their age, occupation, and income.
D)   the facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors.
E)   any type of information about a consumer obtained through non-technological methods.F) B) and D)
G) A) and E)

Question 17

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) A) and C)
G) None of the above

Question 18

2007 __________ contains data on the number and sales of establishments in the United States that produce a good or service based on its geography,industry sector,and North American Industry Classification code.

Accepted Answer

A)   Annual Retail Trade Survey
B)   Annual Survey of Manufacturers
C)   Economic Census
D)   Annual Wholesale Trade Survey
E)   Service Annual SurveyF) A) and E)
G) C) and D)

Question 19

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

Accepted Answer

A)   Personal observation is more accurate than ethnopsychic research because the observer/analyst is able to pick up subtleties in the respondent's body language, speech patterns, and facial movements that are often missed by other data collection methods.
B)   Personal observation is especially suited for small businesses that need the research data but cannot afford more expensive data collection methods.
C)   Personal observation is very effective since it can reveal not only what people do, it can effectively determine why they do it.
D)   Personal observation is both useful and flexible, but has reliability issues when different observers watching the same event report different results.
E)   With personal observation, different observers will reliably report the same conclusions when watching the same event, such as people brushing their teeth.F) B) and C)
G) C) and E)

Question 20

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) B) and E)
G) A) and B)

Exam 8: Marketing Research: From Customer Insights to Actions

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
verified

Gerst,who manages the Carmex social media properties,says,"For Carmex,Facebook isn't just a way to share coupons or the latest product news,but it is also a marketing research resource." One objective in the marketing research he undertook using Facebook involved

Correct Answer
verified

survey by the Economic Research Service of the U.S.Department of Agriculture,government statistics from the Department of Commerce,and stock market information from The Wall Street Journal would all be examples of

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Figure 8-4: Question 7 -Consider Figure 8-4: Question 7 above,which is part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Which of the following statements MOST LIKELY explains why Question 7 was included in the questionnaire?

Correct Answer
verified

Marketing Research Method Photo A -Questionnaire data refer to

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

Research objectives are __________.

Correct Answer
verified

2007 __________ contains data on the number and sales of establishments in the United States that produce a good or service based on its geography,industry sector,and North American Industry Classification code.

Correct Answer
verified

marketing experiments,the independent variables of interest,sometimes called the marketing __________,are often one or more of the marketing mix elements.

Correct Answer
verified

Figure 8-4: Question 3 -Consider Figure 8-4: Question 3 above,which is part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 3 illustrates which type of question format?

Correct Answer
verified

Figure 8-A -According to Figure 8-A above,when conducting marketing research,why would you ask the question,"How old are you?" before the test screening of a movie?

Correct Answer
verified

final step in the five-step marketing research approach includes making action recommendations,implementing action recommendations,and __________.

Correct Answer
verified

is the marketing research term for the specific,measurable goals the decision-maker seeks to achieve in conducting the marketing research?

Correct Answer
verified

Filmmakers want movie titles that use the same factors that make a good brand name.They must __________.

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Obtaining primary and secondary data would take place during which stage of the five-step marketing research approach?

Correct Answer
verified

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

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

Gerst,who manages the Carmex social media properties,says,"For Carmex,Facebook isn't just a way to share coupons or the latest product news,but it is also a marketing research resource." One objective in the marketing research he undertook using Facebook involved

Correct AnswerverifiedShow Answer

survey by the Economic Research Service of the U.S.Department of Agriculture,government statistics from the Department of Commerce,and stock market information from The Wall Street Journal would all be examples of

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Figure 8-4: Question 7 -Consider Figure 8-4: Question 7 above,which is part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Which of the following statements MOST LIKELY explains why Question 7 was included in the questionnaire?

Correct AnswerverifiedShow Answer

Marketing Research Method Photo A -Questionnaire data refer to

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

Research objectives are __________.

Correct AnswerverifiedShow Answer

2007 __________ contains data on the number and sales of establishments in the United States that produce a good or service based on its geography,industry sector,and North American Industry Classification code.

Correct AnswerverifiedShow Answer

marketing experiments,the independent variables of interest,sometimes called the marketing __________,are often one or more of the marketing mix elements.

Correct AnswerverifiedShow Answer

Figure 8-4: Question 3 -Consider Figure 8-4: Question 3 above,which is part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 3 illustrates which type of question format?

Correct AnswerverifiedShow Answer

Figure 8-A -According to Figure 8-A above,when conducting marketing research,why would you ask the question,"How old are you?" before the test screening of a movie?

Correct AnswerverifiedShow Answer

final step in the five-step marketing research approach includes making action recommendations,implementing action recommendations,and __________.

Correct AnswerverifiedShow Answer

is the marketing research term for the specific,measurable goals the decision-maker seeks to achieve in conducting the marketing research?

Correct AnswerverifiedShow Answer

Filmmakers want movie titles that use the same factors that make a good brand name.They must __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Obtaining primary and secondary data would take place during which stage of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified