Question 1

What marketing metric determines whether a TV program such as 60 Minutes remains on the CBS broadcast TV network?

Accepted Answer

A)  appeal
B)  cost per ad
C)  rating
D)  poll
E)  frequencyF) A) and C)
G) A) and E)

Question 2

What are the three actions a marketing manager must take in the final step of the five-step marketing research approach?

Accepted Answer

The three actions a marketing manager mu...

Question 3

All of the following are sources of primary data except which?

Accepted Answer

A)  government publications
B)  observational data
C)  experiments
D)  social media
E)  panelsF) A) and B)
G) A) and E)

Question 4

Figure 8-4,Question 5
 
-Consider Figure 8-4,Question 5 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 5 illustrates which type of question format?

Accepted Answer

A)  dichotomous
B)  open-ended
C)  Likert scale
D)  semantic differential scale
E)  attitudinalF) A) and E)
G) A) and D)

Question 5

A potential difficulty with experiments such as test markets is that outside factors,such as the actions of competitors,can distort the results by affecting ________,such as sales.

Accepted Answer

A)  independent variables
B)  marketing drivers
C)  dependent variables
D)  causality variables
E)  probability variablesF) All of the above
G) D) and E)

Question 6

Data mining refers to

Accepted Answer

A)  any form of electronically-generated market research.
B)  the extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions.
C)  a branch of marketing specializing in obtaining both objective and subjective data to be used by other companies or organizations.
D)  obtaining information about a competitor and its products for use by one's own firm.
E)  the use of information derived solely from unsolicited sources such as customer complaints or complements.F) A) and E)
G) A) and D)

Question 7

When Procter & Gamble acquired the Old Spice brand,it decided to reposition the brand by using different television and print advertising to see whether sales would increase.The level of sales is the ________ in this experiment.

Accepted Answer

A)  dependent variable
B)  independent variable
C)  hypothesis
D)  extraneous variable
E)  error variableF) B) and D)
G) None of the above

Question 8

Briefly explain the best-known statistical method,trend extrapolation,used by marketers to develop a company's sales forecasts.In your explanation,explain the strengths and weaknesses of using this method.

Accepted Answer

The best-known statistical method of for...

Question 9

Considering the five-step marketing research approach leading to marketing actions,the feedback loop

Accepted Answer

A)  is useful only to help a researcher better define the problem next time.
B)  is used to develop the research plan.
C)  is a form of primary research.
D)  is used to develop findings.
E)  consists of lessons learned that can improve each of the steps.F) C) and D)
G) A) and B)

Question 10

Large databases are subject to ________ platforms which undertake reasoning and common sense tasks to allow computers to "behave" intelligently.

Accepted Answer

A)  cloud
B)  data visualization
C)  corrective
D)  artificial intelligence
E)  carouselF) D) and E)
G) C) and D)

Question 11

Marketing teams must be vigilant in looking for ways to improve the analysis and results in order to learn lessons that might apply to future marketing research efforts.Evaluating the results of marketing research includes

Accepted Answer

A)  asking prospective customers if they are likely to buy the product during some future time period.
B)  requesting the firm's salespeople to forecast sales during a coming period.
C)  determining if the marketing research and analysis used to develop the recommendations was effective.
D)  collecting projections from all regional sales managers and making projections based on a region-to-region basis.
E)  collecting data from marketing experts about changes in the environment.F) B) and D)
G) C) and D)

Question 12

There are three key elements when developing the research plan.One of these is

Accepted Answer

A)  specify measures of success.
B)  set the research objectives.
C)  determine how to report the findings.
D)  evaluate previous research results.
E)  identify data needed for marketing actions.F) None of the above
G) A) and B)

Question 13

Best Western International,Inc. ,a national hotel chain,paid couples to film themselves as they spent three to seven days on a cross-country trip.Best Western found that women usually decide when to pull off the road,where to stay overnight,and what amenities the lodging should have to make their stay more enjoyable.These couples made choices in an authentic environment,providing ________ research to Best Western.

Accepted Answer

A)  secondary
B)  developmental
C)  alternative
D)  ethnographic
E)  focus groupF) B) and C)
G) B) and E)

Question 14

A decision refers to a(n)

Accepted Answer

A)  premeditated selection resulting in a personal action.
B)  conscious choice among a set of alternatives that creates the least amount of risk.
C)  conscious choice from among two or more alternatives.
D)  subconscious selection of the alternative most consistent with one's personal beliefs.
E)  unconscious choice selected from a subset of positive alternatives.F) D) and E)
G) A) and E)

Question 15

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

Question 16

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell insurance and deal with claims.It wants to pursue new markets,but with some idea of how successful its sales efforts will be.Researchers invited a group of eight insured people to its headquarters to discuss their attitudes about home and auto insurance and awareness of DirectProtect.Responses were gathered on paper as ________ data.

Accepted Answer

A)  hypothetical
B)  generative
C)  evaluative
D)  questionnaire
E)  experientialF) C) and D)
G) A) and D)

Question 17

Questionnaire data are

Accepted Answer

A)  the facts and figures obtained by observing people's 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 unbiased 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 nontechnological methods.F) A) and B)
G) A) and C)

Question 18

Briefly explain what a marketing driver is.Give three examples.

Accepted Answer

A marketing driver is a factor that infl...

Question 19

Penningtons Superstore,which specializes in plus-size fashions for women,wanted to determine if it should add a line of plus-size junior wear.The following statement reflects which step in the five-step marketing research approach? "To compare the effectiveness of offering products for the teenage market in our current stores versus opening separate stores targeted directly to this market,let's distribute questionnaires to current shoppers and solicit their opinions,set up some focus groups with plus-size teens,and locate any relevant secondary research."

Accepted Answer

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

Question 20

In conducting marketing research on Facebook,Carmex is considering using a marketing metric that measures how active its Facebook audience is with Carmex,such as when consumers post a comment on the Carmex wall or reply to one of the Carmex posts.This metric is called Carmex

Accepted Answer

A)  sentiment.
B)  share of voice.
C)  engagement.
D)  conversation velocity.
E)  likes.F) A) and C)
G) A) and D)

Exam 8: Marketing Research: From Customer Insights to Actions

In conducting marketing research on Facebook,Carmex is considering using a marketing metric that measures how active its Facebook audience is with Carmex,such as when consumers post a comment on the Carmex wall or reply to one of the Carmex posts.This metric is called Carmex

Correct Answer
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A potential difficulty with experiments such as test markets is that outside factors,such as the actions of competitors,can distort the results by affecting ________,such as sales.

Correct Answer
verified

Correct Answer
verified

What marketing metric determines whether a TV program such as 60 Minutes remains on the CBS broadcast TV network?

Correct Answer
verified

Briefly explain the best-known statistical method,trend extrapolation,used by marketers to develop a company's sales forecasts.In your explanation,explain the strengths and weaknesses of using this method.

Correct Answer
verified
The best-known statistical method of for...
View Answer

Large databases are subject to ________ platforms which undertake reasoning and common sense tasks to allow computers to "behave" intelligently.

Correct Answer
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What are the three actions a marketing manager must take in the final step of the five-step marketing research approach?

Correct Answer
verified
The three actions a marketing manager mu...
View Answer

A decision refers to a(n)

Correct Answer
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Marketing teams must be vigilant in looking for ways to improve the analysis and results in order to learn lessons that might apply to future marketing research efforts.Evaluating the results of marketing research includes

Correct Answer
verified

Briefly explain what a marketing driver is.Give three examples.

Correct Answer
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A marketing driver is a factor that infl...
View Answer

There are three key elements when developing the research plan.One of these is

Correct Answer
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Figure 8-4,Question 5 -Consider Figure 8-4,Question 5 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 5 illustrates which type of question format?

Correct Answer
verified

Considering the five-step marketing research approach leading to marketing actions,the feedback loop

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Questionnaire data are

Correct Answer
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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

All of the following are sources of primary data except which?

Correct Answer
verified

Data mining refers to

Correct Answer
verified

When Procter & Gamble acquired the Old Spice brand,it decided to reposition the brand by using different television and print advertising to see whether sales would increase.The level of sales is the ________ in this experiment.

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

In conducting marketing research on Facebook,Carmex is considering using a marketing metric that measures how active its Facebook audience is with Carmex,such as when consumers post a comment on the Carmex wall or reply to one of the Carmex posts.This metric is called Carmex

Correct AnswerverifiedShow Answer

A potential difficulty with experiments such as test markets is that outside factors,such as the actions of competitors,can distort the results by affecting ________,such as sales.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

What marketing metric determines whether a TV program such as 60 Minutes remains on the CBS broadcast TV network?

Correct AnswerverifiedShow Answer

Briefly explain the best-known statistical method,trend extrapolation,used by marketers to develop a company's sales forecasts.In your explanation,explain the strengths and weaknesses of using this method.

Correct AnswerverifiedThe best-known statistical method of for...View AnswerShow Answer

Large databases are subject to ________ platforms which undertake reasoning and common sense tasks to allow computers to "behave" intelligently.

Correct AnswerverifiedShow Answer

What are the three actions a marketing manager must take in the final step of the five-step marketing research approach?

Correct AnswerverifiedThe three actions a marketing manager mu...View AnswerShow Answer

A decision refers to a(n)

Correct AnswerverifiedShow Answer

Marketing teams must be vigilant in looking for ways to improve the analysis and results in order to learn lessons that might apply to future marketing research efforts.Evaluating the results of marketing research includes

Correct AnswerverifiedShow Answer

Briefly explain what a marketing driver is.Give three examples.

Correct AnswerverifiedA marketing driver is a factor that infl...View AnswerShow Answer

There are three key elements when developing the research plan.One of these is

Correct AnswerverifiedShow Answer

Figure 8-4,Question 5 -Consider Figure 8-4,Question 5 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 5 illustrates which type of question format?

Correct AnswerverifiedShow Answer

Considering the five-step marketing research approach leading to marketing actions,the feedback loop

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Questionnaire data are

Correct AnswerverifiedShow 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

All of the following are sources of primary data except which?

Correct AnswerverifiedShow Answer

Data mining refers to

Correct AnswerverifiedShow Answer

When Procter & Gamble acquired the Old Spice brand,it decided to reposition the brand by using different television and print advertising to see whether sales would increase.The level of sales is the ________ in this 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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The best-known statistical method of for...
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Correct Answer
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The three actions a marketing manager mu...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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A marketing driver is a factor that infl...
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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