Question 1

Consider Figure 8-6A above.Suppose you are an owner of a local Wendy's restaurant near a large urban college or university.You hired a marketing research firm to conduct a survey among a sample of respondents in your area to find out their patronage of fast-food restaurants.Four weeks after the firm conducted the survey,it presented the following results to you.Which age group seems to patronize fast-food restaurants the MOST?

Accepted Answer

A)  45 and older
B)  once a week or more
C)  25 to 44
D)  once a month or less
E)  under 25F) C) and E)
G) B) and D)

Question 2

GI Designs,a copper furniture manufacturer,increased the price on its copper tabletops by 20 percent for three months to see what the effect would be on its sales.The price increase is the __________ in this three-month experiment.

Accepted Answer

A)  control
B)  dependent variable
C)  independent variable
D)  constraint
E)  hypothesisF) A) and C)
G) A) and B)

Question 3

A general rule of thumb among marketing researchers is to use __________ first and then collect __________.

Accepted Answer

A)  external secondary data;internal primary data
B)  internal primary data;external primary data
C)  primary data;secondary data
D)  secondary data;primary data
E)  observational data;questionnaire dataF) A) and E)
G) A) and B)

Question 4

Figure 8-7A above indicates that

Accepted Answer

A)  U.S.children ate more pizzas between the years 2010 and 2013.
B)  annual sales of Tony's Pizza grew significantly over the period 2010 to 2013.
C)  households with two or more members ate more Tony's Pizza over the period 2010 to 2013,which drove a sales increase.
D)  annual sales of Tony's Pizza grew slightly over the period 2010 to 2013.
E)  there was a greater change in growth in the monthly sales of Tony's Pizza between 2010 and 2011 than there was between 2012 and 2013.F) D) and E)
G) B) and D)

Question 5

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

Accepted Answer

A)  constraint.
B)  exemplar.
C)  new-product concept.
D)  alternative.
E)  protocol.F) A) and E)
G) A) and B)

Question 6

During the idea generation stage of its new-product development process,Fisher-Price managers would MOST LIKELY develop a pool of __________ for its Chatter Telephone,which as the possibility of adding a noisemaker,wheels,and eyes to a basic plastic telephone.

Accepted Answer

A)  virtual concepts
B)  product substitutes
C)  product hypotheses
D)  new-product concepts
E)  new-feature matricesF) A) and C)
G) B) and E)

Question 7

Which of the following statements represents a possible measure of success in Step 1-define the problem of the five-step marketing research approach?

Accepted Answer

A)  You have three weeks and $10,000 to determine if it is going to be profitable to serve breakfast on weekdays or not.
B)  If three-year olds like this product,then it stands to reason that four-year olds will like it even more.
C)  Use mail questionnaires,not focus groups.
D)  Let's identify the most cost effective method of advertising.
E)  If the test subject eats most or all of the sample during the taste test,it will be assumed that he or she likes it.F) All of the above
G) B) and D)

Question 8

A test market in which sales of a new breakfast cereal are offered at different prices to determine the different levels of sales is an example of which type of marketing research?

Accepted Answer

A)  descriptive
B)  explanatory
C)  causal
D)  exploratory
E)  concreteF) B) and D)
G) B) and C)

Question 9

What 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 D)
G) B) and C)

Question 10

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

Accepted Answer

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

Question 11

Figure 8-2B above shows that secondary data may be divided into two related parts.If "B" represents data collected from the U.S.Census Bureau,trade association studies,business periodicals,etc. ,which type of data is "B?"

Accepted Answer

A)  questionnaire data
B)  mined data
C)  internal secondary data
D)  external secondary data
E)  observational dataF) A) and B)
G) All of the above

Question 12

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

Question 13

Figure 8-3 above shows the top ten prime-time broadcast TV shows during a recent May sweeps week.If an advertiser such as Apple wanted to buy time on one of these TV shows,which of the following statements would be most accurate?

Accepted Answer

A)  People who like reality TV are more likely to watch ABC than FOX.
B)  Apple should advertise on NCIS: Los Angeles since the rate CBS would charge is the same as the rate FOX would charge for American Idol.
C)  Apple would advertise on Dancing with the Stars-Results and NOT Dancing with the Stars because the proportion of the TV households actually tuned into the former is greater than the latter.
D)  Of all households with TVs in the U.S. ,fewer households watched American Idol-Wednesday than American Idol-Thursday.
E)  The cost of an advertisement shown on American Idol-Thursday would cost more than one aired during Dancing with the Stars-Results.F) B) and E)
G) B) and D)

Question 14

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 you 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) None of the above
G) C) and D)

Question 15

Consider Figure 8-6B above.Suppose you are an owner of a local Wendy's restaurant near a large urban college or university.You hired a marketing research firm to conduct a survey among a sample of respondents in your area to find out their patronage of fast-food restaurants.Four weeks after the firm conducted the survey,it presented the following results to you.Based on the results presented,which target group would you likely NOT develop a specific marketing program to reach them?

Accepted Answer

A)  45 and older
B)  once a week or more
C)  25 to 44
D)  under 25
E)  once a month or lessF) A) and E)
G) C) and D)

Question 16

Primary data refer to

Accepted Answer

A)  facts and figures that are newly collected for a project at hand.
B)  facts and figures that have already been recorded prior to the project at hand.
C)  facts and figures obtained by watching people mechanically rather than in person.
D)  facts and figures obtained by either by asking people questions through the use of information technology.
E)  conclusions developed from information obtained from a representative sample of a population..F) None of the above
G) All of the above

Question 17

A market researcher showed a new brand of designer jeans to several groups of college students and asked the students to rate their quality.Two weeks later,the researcher showed the same college students a television advertisement 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 advertisement,the students' ratings of the new jeans would be more positive than their original ratings.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) All of the above
G) C) and D)

Question 18

The Economic Research Service of the U.S.Department of Agriculture provides information on topics from how many dairies there are in the U.S.to how many pounds of broccoli were eaten per person in 2013.This service provides

Accepted Answer

A)  internal primary data.
B)  nonprobability sampling tools.
C)  internal secondary data.
D)  external secondary data.
E)  external primary data.F) All of the above
G) C) and D)

Question 19

Consider Figure 8-3 above,which is based on data collected from mechanical observations through the use of __________ to prepare Nielsen Media Research's Nielsen Television Index Ranking Report.

Accepted Answer

A)  a people meter
B)  neuromarketing
C)  a bot
D)  a DVR
E)  a VODF) B) and D)
G) A) and E)

Question 20

Surveys,testing of marketing campaigns,sneak previews,and tracking studies are all examples of market research techniques.Collectively,they are used in the movie industry to

Accepted Answer

A)  estimate a production company's potential market share.
B)  identify prospective nominees for industry awards such as the Oscars.
C)  create an advance market for the movie's DVD release regardless of whether it is successful in its theater release or not.
D)  identify possible story lines and/or plots for future movie ventures.
E)  reduce uncertainty and improve marketing actions.F) None of the above
G) D) and E)

Exam 8: Marketing Research: From Customer Insights to Actions

The Economic Research Service of the U.S.Department of Agriculture provides information on topics from how many dairies there are in the U.S.to how many pounds of broccoli were eaten per person in 2013.This service provides

Correct Answer
verified

During the idea generation stage of its new-product development process,Fisher-Price managers would MOST LIKELY develop a pool of __________ for its Chatter Telephone,which as the possibility of adding a noisemaker,wheels,and eyes to a basic plastic telephone.

Correct Answer
verified

Surveys,testing of marketing campaigns,sneak previews,and tracking studies are all examples of market research techniques.Collectively,they are used in the movie industry to

Correct Answer
verified

Which of the following statements represents a possible measure of success in Step 1-define the problem of the five-step marketing research approach?

Correct Answer
verified

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

Correct Answer
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Figure 8-7A above indicates that

Correct Answer
verified

Primary data refer to

Correct Answer
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A test market in which sales of a new breakfast cereal are offered at different prices to determine the different levels of sales is an example of which type of marketing research?

Correct Answer
verified

Correct Answer
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Figure 8-2B above shows that secondary data may be divided into two related parts.If "B" represents data collected from the U.S.Census Bureau,trade association studies,business periodicals,etc. ,which type of data is "B?"

Correct Answer
verified

Correct Answer
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GI Designs,a copper furniture manufacturer,increased the price on its copper tabletops by 20 percent for three months to see what the effect would be on its sales.The price increase is the __________ in this three-month experiment.

Correct Answer
verified

Jeff 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

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

Correct Answer
verified

Correct Answer
verified

A general rule of thumb among marketing researchers is to use first and then collect .

Correct Answer
verified

Figure 8-3 above shows the top ten prime-time broadcast TV shows during a recent May sweeps week.If an advertiser such as Apple wanted to buy time on one of these TV shows,which of the following statements would be most accurate?

Correct Answer
verified

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

Correct Answer
verified

Consider Figure 8-3 above,which is based on data collected from mechanical observations through the use of __________ to prepare Nielsen Media Research's Nielsen Television Index Ranking Report.

Correct Answer
verified

Lost-horse forecasting involves

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

The Economic Research Service of the U.S.Department of Agriculture provides information on topics from how many dairies there are in the U.S.to how many pounds of broccoli were eaten per person in 2013.This service provides

Correct AnswerverifiedShow Answer

During the idea generation stage of its new-product development process,Fisher-Price managers would MOST LIKELY develop a pool of __________ for its Chatter Telephone,which as the possibility of adding a noisemaker,wheels,and eyes to a basic plastic telephone.

Correct AnswerverifiedShow Answer

Surveys,testing of marketing campaigns,sneak previews,and tracking studies are all examples of market research techniques.Collectively,they are used in the movie industry to

Correct AnswerverifiedShow Answer

Which of the following statements represents a possible measure of success in Step 1-define the problem of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Figure 8-7A above indicates that

Correct AnswerverifiedShow Answer

Primary data refer to

Correct AnswerverifiedShow Answer

A test market in which sales of a new breakfast cereal are offered at different prices to determine the different levels of sales is an example of which type of marketing research?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Figure 8-2B above shows that secondary data may be divided into two related parts.If "B" represents data collected from the U.S.Census Bureau,trade association studies,business periodicals,etc. ,which type of data is "B?"

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

GI Designs,a copper furniture manufacturer,increased the price on its copper tabletops by 20 percent for three months to see what the effect would be on its sales.The price increase is the __________ in this three-month experiment.

Correct AnswerverifiedShow Answer

Jeff 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

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A general rule of thumb among marketing researchers is to use __________ first and then collect __________.

Correct AnswerverifiedShow Answer

Figure 8-3 above shows the top ten prime-time broadcast TV shows during a recent May sweeps week.If an advertiser such as Apple wanted to buy time on one of these TV shows,which of the following statements would be most accurate?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Consider Figure 8-3 above,which is based on data collected from mechanical observations through the use of __________ to prepare Nielsen Media Research's Nielsen Television Index Ranking Report.

Correct AnswerverifiedShow Answer

Lost-horse forecasting involves

Correct AnswerverifiedShow Answer

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

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Correct Answer
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A general rule of thumb among marketing researchers is to use first and then collect .

Correct Answer
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