Question 1

Evaluating the results of a marketing decision involves

Accepted Answer

A)  asking prospective customers if they are likely to buy the product during a specified future time period.
B)  requesting the firm's salespeople to estimate sales during a coming period.
C)  collecting data from marketing experts about changes in the environment.
D)  collecting projections from all regional sales managers and making projections based on a region-to-region basis.
E)  monitoring the marketplace to determine if action is necessary in the future.F) A) and B)
G) C) and D)

Question 2

Where it is desirable for the interviewer to be flexible in asking probing follow-up questions, data would be best collected using

Accepted Answer

A)  mail surveys.
B)  mechanical observations.
C)  fax surveys.
D)  individual interviews.
E)  online surveys.F) A) and B)
G) A) and C)

Question 3

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 new 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) A) and D)

Question 4

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

Accepted Answer

A marketing driver is a factor that infl...

Question 5

A disadvantage of a __________ is that the marketing research firm needs to recruit new members continually to replace those who drop out.

Accepted Answer

A)  representative group
B)  mall intercept interviews
C)  focus group
D)  survey of experts
E)  panelF) C) and D)
G) A) and B)

Question 6

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

Question 7

Several years ago, SwissAir made some unwise investments to pay for a planned expansion. As a result, the company had to make some cost-cutting moves that alienated its customers. Eventually, the company declared bankruptcy, regrouped, and found itself able to resume business. Its board of directors recently announced that the company would resume flying if it could prove that the airline could regain at least 75 percent of its lost customers. It decided to allocate $50,000 to determine the likelihood that its former customers would fly on the airline again and find methods requiring little or no money that could be used to increase that probability. This description represents which step in the 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) B) and D)
G) All of the above

Question 8

All of the following are challenges marketers face when conducting marketing research except whether

Accepted Answer

A)  consumers' actual purchase behaviors will match their stated interests or intentions.
B)  consumers will reveal honest answers to questions about personal or status issues.
C)  consumers will buy the same brand they say they will.
D)  consumers will accept a small gratuity for participating in a market research study for a new or existing product.
E)  consumers will really know whether they are likely to buy a new product that they have never thought about before.F) A) and D)
G) B) and E)

Question 9

Carma Laboratories, Inc., the maker of Carmex lip balm, used __________ to conduct marketing research to understand the nature of online conversations about lip balm.

Accepted Answer

A)  ethnographic research
B)  depth interviews
C)  focus groups
D)  social media
E)  telephone surveysF) None of the above
G) B) and C)

Question 10

In the world of marketing, __________ are ideas about products or services.

Accepted Answer

A)  theories
B)  notions
C)  perceptions
D)  impressions
E)  conceptsF) A) and E)
G) A) and D)

Question 11

As marketing vice president of Health Care Services, Inc., you must test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory. Which experiment will do this best?

Accepted Answer

A)  Create an incentive program for your salesforce based upon individual performance. Use increases in customer satisfaction as your dependent variable and increases in sales performance as your independent variable.
B)  Select three degrees of service health care (poor, good, average)  as your independent variable and measure customer responses for each grade using the same number of sales representatives in each territory as your dependent variable.
C)  Create an incentive program for your salesforce based upon individual performance. Use increases in customer satisfaction as your independent variable and increases in sales performance as your dependent variable.
D)  Use a different number of salespeople in three different sales territories as your independent variable and changes in sales of health care services as the dependent variable.
E)  Create an incentive program for your salesforce based upon team performance. Use increases in customer satisfaction as your independent variable and increases in sales performance for the team as your dependent variable.F) A) and E)
G) D) and E)

Question 12

Secondary data are the

Accepted Answer

A)  facts and figures that have already been recorded before the project at hand.
B)  facts and figures that are newly collected for the project at hand.
C)  facts and figures obtained by watching people mechanically rather than in person.
D)  facts and figures obtained by asking people questions through the use of information technology.
E)  conclusions developed from information obtained from a representative sample of a population.F) A) and B)
G) A) and C)

Question 13

What is neuromarketing? What does it do? Why is it important to marketers?

Accepted Answer

Neuromarketing was developed by Martin L...

Question 14

Filmmakers want movie titles that use the same factors that make a good brand name. They must be short, memorable, appealing to consumers, and

Accepted Answer

A)  creative.
B)  familiar.
C)  have no legal restrictions.
D)  alliterative.
E)  easy to remember.F) C) and D)
G) B) and E)

Question 15

Measures of success refers to

Accepted Answer

A)  the goals the decision maker seeks to achieve in solving a problem.
B)  criteria or standards used in evaluating proposed solutions to a problem.
C)  identification of acceptable alternatives for collecting data to solve a problem.
D)  objective data used to identify the most profitable solution to a marketing problem.
E)  subjective data used to identify the most profitable solution to a marketing problem.F) D) and E)
G) A) and C)

Question 16

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

Question 17

The first step of the marketing research approach is to

Accepted Answer

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

Question 18

Children's accessory and toy store Red Carpet Baby! uses U.S. Census Bureau information to determine the number of families with children under age 5 for each state in its market area. Data obtained from this source are called

Accepted Answer

A)  proprietary data.
B)  primary data.
C)  secondary data.
D)  observational data.
E)  experimental data.F) A) and B)
G) A) and C)

Question 19

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 a typical environment, providing __________ research to Best Western.

Accepted Answer

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

Question 20

Setting research objectives occurs 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) B) and C)

Exam 8: Marketing Research: From Customer Insights to Actions

Evaluating the results of a marketing decision involves

Correct Answer
verified

A disadvantage of a __________ is that the marketing research firm needs to recruit new members continually to replace those who drop out.

Correct Answer
verified

In the world of marketing, __________ are ideas about products or services.

Correct Answer
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The first step of the marketing research approach is to

Correct Answer
verified

What is neuromarketing? What does it do? Why is it important to marketers?

Correct Answer
verified
Neuromarketing was developed by Martin L...
View Answer

As marketing vice president of Health Care Services, Inc., you must test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory. Which experiment will do this best?

Correct Answer
verified

All of the following are challenges marketers face when conducting marketing research except whether

Correct Answer
verified

Correct Answer
verified

Setting research objectives occurs during which step of the five-step marketing research approach?

Correct Answer
verified

Filmmakers want movie titles that use the same factors that make a good brand name. They must be short, memorable, appealing to consumers, and

Correct Answer
verified

Where it is desirable for the interviewer to be flexible in asking probing follow-up questions, data would be best collected using

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
verified

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

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

Carma Laboratories, Inc., the maker of Carmex lip balm, used __________ to conduct marketing research to understand the nature of online conversations about lip balm.

Correct Answer
verified

Correct Answer
verified

Children's accessory and toy store Red Carpet Baby! uses U.S. Census Bureau information to determine the number of families with children under age 5 for each state in its market area. Data obtained from this source are called

Correct Answer
verified

Correct Answer
verified

Secondary data are the

Correct Answer
verified

Measures of success refers to

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 new advertising message is the __________ in this marketing experiment.

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

Evaluating the results of a marketing decision involves

Correct AnswerverifiedShow Answer

A disadvantage of a __________ is that the marketing research firm needs to recruit new members continually to replace those who drop out.

Correct AnswerverifiedShow Answer

In the world of marketing, __________ are ideas about products or services.

Correct AnswerverifiedShow Answer

The first step of the marketing research approach is to

Correct AnswerverifiedShow Answer

What is neuromarketing? What does it do? Why is it important to marketers?

Correct AnswerverifiedNeuromarketing was developed by Martin L...View AnswerShow Answer

As marketing vice president of Health Care Services, Inc., you must test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory. Which experiment will do this best?

Correct AnswerverifiedShow Answer

All of the following are challenges marketers face when conducting marketing research except whether

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Setting research objectives occurs during which step of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

Filmmakers want movie titles that use the same factors that make a good brand name. They must be short, memorable, appealing to consumers, and

Correct AnswerverifiedShow Answer

Where it is desirable for the interviewer to be flexible in asking probing follow-up questions, data would be best collected using

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

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

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

Carma Laboratories, Inc., the maker of Carmex lip balm, used __________ to conduct marketing research to understand the nature of online conversations about lip balm.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Children's accessory and toy store Red Carpet Baby! uses U.S. Census Bureau information to determine the number of families with children under age 5 for each state in its market area. Data obtained from this source are called

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Secondary data are the

Correct AnswerverifiedShow Answer

Measures of success refers to

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 new 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
verified
Neuromarketing was developed by Martin L...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
verified

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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Correct Answer
verified
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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Correct Answer
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Correct Answer
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