Question 1

Movie studios use market research to reduce their risk of losses by hiring firms such as the National Research Group to conduct test screenings and tracking studies.Often,300 to 400 prospective moviegoers are recruited to attend a "sneak preview" of a film before its release.After viewing the movie,the audience completes a survey to

Accepted Answer

A)  evaluate the quality of directing and producing.
B)  critique the title,plot,and characters.
C)  rate the performances of the individual actors and actresses.
D)  recall specific details of the plot and dialogue.
E)  compare the final film with the original script.F) A) and D)
G) A) and E)

Question 2

Several market research companies pay households and businesses to record all their purchases using a paper or electronic diary,which allows for an economical way to collect consistent data over time.These data are referred to as

Accepted Answer

A)  sponsored data.
B)  data reciprocity.
C)  curated sampling.
D)  syndicated panel data.
E)  data journaling.F) B) and C)
G) C) and D)

Question 3

Marketing information consists of secondary and primary data.Define each of these types of marketing information.Give examples for secondary and primary data.

Accepted Answer

Data,the facts and figures related to th...

Question 4

Research objectives are

Accepted Answer

A)  conjectures regarding marketing outcomes.
B)  general research guidelines.
C)  solutions to be evaluated.
D)  specific and measurable.
E)  research dashboards.F) B) and C)
G) C) and D)

Question 5

In a marketing decision,constraints are

Accepted Answer

A)  the external factors affecting the number of people who can work on a solution to a problem.
B)  the number of possible alternatives in a company's solution set.
C)  the restrictions placed on potential solutions to a problem.
D)  the internal factors affecting whether to select one alternative over another.
E)  the internal factors that determine who in the organization selects the best problem to fit the hypothetical solution.F) A) and D)
G) A) and B)

Question 6

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

Question 7

All of the following are examples of marketing input data except which?

Accepted Answer

A)  advertising budgets
B)  call reports
C)  accounting records
D)  sales budgets
E)  advertising expensesF) A) and B)
G) D) and E)

Question 8

The two aspects of the process for evaluating the results of a marketing decision are evaluating the decision itself and

Accepted Answer

A)  evaluating the sales results.
B)  conducting a SWOT analysis.
C)  evaluating the decision process used.
D)  beginning a new environmental scan.
E)  reallocating resources to become more efficient and effective.F) A) and E)
G) A) and C)

Question 9

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

Question 10

Figure 8-4,Question 9
-Consider Figure 8-4,Question 9 above,which was 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 9 was included in the questionnaire?

Accepted Answer

A)  Wendy's wanted to know if children eat at its restaurants.
B)  Wendy's wanted to know why people have children under age 18 living at home.
C)  Wendy's can use these personal and household demographic characteristics to segment the fast-food market.
D)  Wendy's wants to know how much people earn so it knows whether it should take credit cards for purchases.
E)  Wendy's wanted to send these respondents coupons for the products that would appeal to them most.F) All of the above
G) B) and E)

Question 11

Making recommendations,implementing those recommendations,and evaluating the results would take place during which step 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 problem.F) A) and E)
G) C) and D)

Question 12

Figure 8-4
 
-"What do you like most about Target?" followed by several lines for a response is an example of which type of marketing research question?

Accepted Answer

A)  Likert scale
B)  fixed alternative
C)  dichotomous
D)  open-ended
E)  semantic differentialF) A) and E)
G) D) and E)

Question 13

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 adults 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) D) and E)
G) A) and B)

Question 14

Figure 8-4,Question 3
 
-The type of question you are answering right now is an example of a(n) ________ question.

Accepted Answer

A)  Likert scale
B)  dichotomous
C)  open-ended
D)  fixed alternative
E)  semantic differentialF) B) and C)
G) C) and D)

Question 15

Marketing research refers to

Accepted Answer

A)  the process of systematically collecting and analyzing information in order to define a marketing problem.
B)  the use of information technology to find objective solutions to a marketing problem.
C)  the process of defining a marketing problem and opportunity,systematically collecting and analyzing information,and recommending actions.
D)  the use of subjective data such as interviews and observation to complement empirical data obtained through the use of information technology.
E)  the science of using observable human behavior in order to identify and solve marketing problems.F) B) and E)
G) B) and D)

Question 16

What are two common constraints in marketing problem solving?

Accepted Answer

A)  limitations of personnel and office space
B)  limitations of the strategic thinking and creativity of the firm's advertising agency
C)  limitations on the time and money available
D)  government regulations and rights to privacy
E)  limitations on access to upper and middle managementF) C) and D)
G) None of the above

Question 17

All of the following are examples of marketing outcome data except which?

Accepted Answer

A)  customer phone calls
B)  repeat sales reports
C)  accounting records
D)  salespeople's call reports
E)  sales reports by geographic regionF) B) and E)
G) All of the above

Question 18

Figure 8-1
 
-According to Figure 8-1 above,what does B represent in the marketing research process?

Accepted Answer

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

Question 19

A method of presenting and analyzing data involving two or more variables to discover relationships in the data is referred to as

Accepted Answer

A)  data mining.
B)  statistical inference.
C)  a cross tabulation.
D)  sampling.
E)  an experiment.F) C) and D)
G) B) and D)

Question 20

In ________,the marketing researcher tries to test ideas discovered earlier to help the marketing manager recommend marketing actions.

Accepted Answer

A)  idea generation
B)  new-product concept testing
C)  data mining
D)  data analysis
E)  idea evaluationF) B) and E)
G) A) and B)

Exam 8: Marketing Research: From Customer Insights to Actions

A method of presenting and analyzing data involving two or more variables to discover relationships in the data is referred to as

Correct Answer
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Marketing information consists of secondary and primary data.Define each of these types of marketing information.Give examples for secondary and primary data.

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Data,the facts and figures related to th...
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All of the following are examples of marketing outcome data except which?

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Making recommendations,implementing those recommendations,and evaluating the results would take place during which step of the five-step marketing research approach?

Correct Answer
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Research objectives are

Correct Answer
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What are two common constraints in marketing problem solving?

Correct Answer
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The two aspects of the process for evaluating the results of a marketing decision are evaluating the decision itself and

Correct Answer
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A 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

In ________,the marketing researcher tries to test ideas discovered earlier to help the marketing manager recommend marketing actions.

Correct Answer
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Figure 8-4,Question 3 -The type of question you are answering right now is an example of a(n) ________ question.

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All of the following are examples of marketing input data except which?

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Secondary data can be divided into two parts:

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Marketing research refers to

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Figure 8-4,Question 9 -Consider Figure 8-4,Question 9 above,which was 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 9 was included in the questionnaire?

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Figure 8-1 -According to Figure 8-1 above,what does B represent in the marketing research process?

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Several market research companies pay households and businesses to record all their purchases using a paper or electronic diary,which allows for an economical way to collect consistent data over time.These data are referred to as

Correct Answer
verified

In a marketing decision,constraints are

Correct Answer
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Figure 8-4 -"What do you like most about Target?" followed by several lines for a response is an example of which type of marketing research question?

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

A method of presenting and analyzing data involving two or more variables to discover relationships in the data is referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Marketing information consists of secondary and primary data.Define each of these types of marketing information.Give examples for secondary and primary data.

Correct AnswerverifiedData,the facts and figures related to th...View AnswerShow Answer

All of the following are examples of marketing outcome data except which?

Correct AnswerverifiedShow Answer

Making recommendations,implementing those recommendations,and evaluating the results would take place during which step of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

Research objectives are

Correct AnswerverifiedShow Answer

What are two common constraints in marketing problem solving?

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The two aspects of the process for evaluating the results of a marketing decision are evaluating the decision itself and

Correct AnswerverifiedShow Answer

A 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

In ________,the marketing researcher tries to test ideas discovered earlier to help the marketing manager recommend marketing actions.

Correct AnswerverifiedShow Answer

Figure 8-4,Question 3 -The type of question you are answering right now is an example of a(n) ________ question.

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All of the following are examples of marketing input data except which?

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Secondary data can be divided into two parts:

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Marketing research refers to

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Figure 8-4,Question 9 -Consider Figure 8-4,Question 9 above,which was 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 9 was included in the questionnaire?

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Figure 8-1 -According to Figure 8-1 above,what does B represent in the marketing research process?

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Several market research companies pay households and businesses to record all their purchases using a paper or electronic diary,which allows for an economical way to collect consistent data over time.These data are referred to as

Correct AnswerverifiedShow Answer

In a marketing decision,constraints are

Correct AnswerverifiedShow Answer

Figure 8-4 -"What do you like most about Target?" followed by several lines for a response is an example of which type of marketing research question?

Correct AnswerverifiedShow Answer

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Data,the facts and figures related to th...
View Answer

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