Question 1

Several marketing data services provide information on household demographics and lifestyle, purchases, TV viewing behavior, responses to promotions, and social media use. The principle advantage of these services is that

Accepted Answer

A)   one service can collect, analyze, interrelate, and present this disparate information.
B)   all data collection and analysis is computerized, so the results obtained are almost instantaneous.
C)   members of the firm can be included in the analysis of data, making the results more reliable.
D)   the service gets paid on a percentage basis; the better the information, the higher the fee.
E)   firms using these services get discounts if they share their customer data with competitors.F) C) and E)
G) A) and E)

Question 2

What is data mining and why is it used in marketing research?

Accepted Answer

Data mining is the extraction ...

Question 3

What is the basic difference between primary and secondary data, and what are the advantages and disadvantages of each?

Accepted Answer

Secondary data are facts and figures tha...

Question 4

A specialized observational approach in which trained observers seek to discover subtle behavioral and emotional reactions as consumers encounter products in their natural use environment is referred to as ________ research.

Accepted Answer

A)   ethnographic
B)   cultural
C)   genealogical
D)   sociological
E)   physiologicalF) A) and C)
G) C) and D)

Question 5

Drawing conclusions about every woman who leases a car in a particular zip code from a representative sample of 250 women in that zip code who lease a car is called

Accepted Answer

A)   probability sampling.
B)   nonprobability sampling.
C)   random sampling.
D)   statistical inference.
E)   interpolation.F) B) and E)
G) A) and D)

Question 6

What kind of question is the following? "Place an 'X' in the space that describes your view of 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 C)

Question 7

The Minnesota Twins, a professional baseball team, wanted to develop creative ways to boost sagging attendance at ball games. The Twins hired a moderator who, after every home game during the month of July, led informal discussions with groups of 8 to 10 fans to find out what they did and did not like about the baseball team and their experience at the stadium. Discussions were videotaped for later review. These research sessions are called

Accepted Answer

A)   experiments.
B)   secondary data.
C)   focus groups.
D)   panels.
E)   depth interviews.F) None of the above
G) C) and E)

Question 8

GI Design is a small studio that designs and builds items such as fountains and tabletops made from copper. To increase sales, Greg, the owner, developed a research plan to determine what landscape architects and interior designers wanted in copper furnishings and appropriate pricing. He had begun to interview representative designers. Greg was engaged in ________, the third step of the five-step marketing research approach.

Accepted Answer

A)   developing the research plan
B)   solving the problem
C)   developing findings and recommendations
D)   collecting relevant information
E)   taking marketing actionsF) B) and C)
G) B) and D)

Question 9

Research and media firm Youth Culture publishes Watch magazine, a teen publication distributed free to high school students. Unfortunately, the publication was unable to gauge whether it was meeting the needs of its audience. Youth Culture handed out surveys to learn how students felt about the publication. Feedback indicated teen boys and girls were demanding very different things from the publication. This feedback was gleaned from ________ data.

Accepted Answer

A)   questionnaire
B)   internal secondary
C)   external secondary
D)   observational
E)   promotional salesF) A) and D)
G) A) and E)

Question 10

Specifying constraints, identifying data needed for marketing actions, and determining how to collect data, would all take place during which step 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 actions.F) A) and B)
G) None of the above

Question 11

A special kind of individual interview in which researchers ask lengthy, free-flowing kinds of questions to probe for underlying ideas and feelings is called a

Accepted Answer

A)   focus group.
B)   discovery interview.
C)   probing interview.
D)   guided interview.
E)   depth interview.F) All of the above
G) A) and B)

Question 12

Mystery shoppers are people

Accepted Answer

A)   hired by a firm to get legal, though not necessarily ethical, information about competitive firms.
B)   hired by a firm's management to prove to the courts that competitors are using unfair pricing practices.
C)   hired by a customer to report on illegal or unethical practices that are regularly taking place at a particular establishment.
D)   who pose as customers to check on availability and pricing of a firm's products or services and on the quality of the customer service.
E)   hired by law firms to check on the safety of their clients' products and the credibility of their advertising.F) None of the above
G) All of the above

Question 13

When Procter & Gamble acquired the Old Spice brand, it decided to reposition the brand by using a different advertising message to see whether its sales would increase. The advertising message is the ________ in this marketing experiment.

Accepted Answer

A)   dependent variable
B)   extraneous variable
C)   constraint
D)   independent variable
E)   error variableF) B) and E)
G) B) and C)

Question 14

Another name for a closed-end question is a ________ question.

Accepted Answer

A)   Likert scale
B)   dichotomous
C)   leading
D)   semantic differential
E)   fixed-alternativeF) B) and E)
G) All of the above

Question 15

Why can't a marketing manager's decision making process stop when he or she has chosen the best alternative to solving a problem?

Accepted Answer

Effective marketing research doesn't sto...

Question 16

There are two key elements when defining a marketing research problem. One of these is

Accepted Answer

A)   specify constraints.
B)   identify possible marketing actions.
C)   determine how to collect data.
D)   evaluate previous research results.
E)   identify desired solutions.F) A) and E)
G) C) and E)

Question 17

Two important advantages of secondary data are that they are

Accepted Answer

A)   inexpensive and up-to-date.
B)   up-to-date and supply all relevant categories of information.
C)   inexpensive or free and save time.
D)   tailor-made to specifications and relatively inexpensive.
E)   highly credible and up-to-date.F) C) and D)
G) A) and E)

Question 18

After defining the problem, the next step of the marketing research approach is to

Accepted Answer

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

Question 19

Before opening six Torrid plus-size-only retail stores that cater to women age 15 to 30, a great deal of information was gathered from a sample of women to determine what types of items should be carried, the image of the store, its advertising, etc. Which of the following is an example of a closed-end question that might have been asked?

Accepted Answer

A)   Why would you want to shop at a store that carries plus-size clothing?
B)   In what ways might you be uncomfortable shopping at a plus-size-only retailer?
C)   Would you be interested in buying the Torrid merchandise on the Internet? ________ Yes ________ No
D)   What type of person would shop at Torrid?
E)   What is your age? Please write the number in the space: ________F) B) and E)
G) A) and E)

Question 20

Data obtained by manipulating factors under tightly controlled conditions to test cause and effect is an example of

Accepted Answer

A)   questionnaire data.
B)   virtual modeling.
C)   an experiment.
D)   a panel.
E)   nonprobability sampling.F) A) and D)
G) D) and E)

Exam 7: Marketing Research: From Customer Insights to Actions

Correct Answer
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Data obtained by manipulating factors under tightly controlled conditions to test cause and effect is an example of

Correct Answer
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Another name for a closed-end question is a ________ question.

Correct Answer
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A special kind of individual interview in which researchers ask lengthy, free-flowing kinds of questions to probe for underlying ideas and feelings is called a

Correct Answer
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What is the basic difference between primary and secondary data, and what are the advantages and disadvantages of each?

Correct Answer
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Secondary data are facts and figures tha...
View Answer

Several marketing data services provide information on household demographics and lifestyle, purchases, TV viewing behavior, responses to promotions, and social media use. The principle advantage of these services is that

Correct Answer
verified

After defining the problem, the next step of the marketing research approach is to

Correct Answer
verified

Why can't a marketing manager's decision making process stop when he or she has chosen the best alternative to solving a problem?

Correct Answer
verified
Effective marketing research doesn't sto...
View Answer

Specifying constraints, identifying data needed for marketing actions, and determining how to collect data, would all take place during which step of the five-step marketing research approach?

Correct Answer
verified

Two important advantages of secondary data are that they are

Correct Answer
verified

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

Correct Answer
verified

A specialized observational approach in which trained observers seek to discover subtle behavioral and emotional reactions as consumers encounter products in their natural use environment is referred to as ________ research.

Correct Answer
verified

Drawing conclusions about every woman who leases a car in a particular zip code from a representative sample of 250 women in that zip code who lease a car is called

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Mystery shoppers are people

Correct Answer
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There are two key elements when defining a marketing research problem. One of these is

Correct Answer
verified

What is data mining and why is it used in marketing research?

Correct Answer
verified
Data mining is the extraction ...
View Answer

Correct Answer
verified

When Procter & Gamble acquired the Old Spice brand, it decided to reposition the brand by using a different advertising message to see whether its sales would increase. The advertising message is the ________ in this marketing experiment.

Correct Answer
verified

Exam 7: Marketing Research: From Customer Insights to Actions

Correct AnswerverifiedShow Answer

Data obtained by manipulating factors under tightly controlled conditions to test cause and effect is an example of

Correct AnswerverifiedShow Answer

Another name for a closed-end question is a ________ question.

Correct AnswerverifiedShow Answer

A special kind of individual interview in which researchers ask lengthy, free-flowing kinds of questions to probe for underlying ideas and feelings is called a

Correct AnswerverifiedShow Answer

What is the basic difference between primary and secondary data, and what are the advantages and disadvantages of each?

Correct AnswerverifiedSecondary data are facts and figures tha...View AnswerShow Answer

Several marketing data services provide information on household demographics and lifestyle, purchases, TV viewing behavior, responses to promotions, and social media use. The principle advantage of these services is that

Correct AnswerverifiedShow Answer

After defining the problem, the next step of the marketing research approach is to

Correct AnswerverifiedShow Answer

Why can't a marketing manager's decision making process stop when he or she has chosen the best alternative to solving a problem?

Correct AnswerverifiedEffective marketing research doesn't sto...View AnswerShow Answer

Specifying constraints, identifying data needed for marketing actions, and determining how to collect data, would all take place during which step of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

Two important advantages of secondary data are that they are

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A specialized observational approach in which trained observers seek to discover subtle behavioral and emotional reactions as consumers encounter products in their natural use environment is referred to as ________ research.

Correct AnswerverifiedShow Answer

Drawing conclusions about every woman who leases a car in a particular zip code from a representative sample of 250 women in that zip code who lease a car is called

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Mystery shoppers are people

Correct AnswerverifiedShow Answer

There are two key elements when defining a marketing research problem. One of these is

Correct AnswerverifiedShow Answer

What is data mining and why is it used in marketing research?

Correct AnswerverifiedData mining is the extraction ...View AnswerShow Answer

Correct AnswerverifiedShow Answer

When Procter & Gamble acquired the Old Spice brand, it decided to reposition the brand by using a different advertising message to see whether its sales would increase. The advertising message is the ________ in this marketing experiment.

Correct AnswerverifiedShow 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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Secondary data are facts and figures tha...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Effective marketing research doesn't sto...
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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Correct Answer
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Correct Answer
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Correct Answer
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Data mining is the extraction ...
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Correct Answer
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