Question 1

The type of question you are answering right now is an example of ________ question.

Accepted Answer

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

Question 2

Even though primary data can be especially valuable to an individual firm, secondary data are often used because

Accepted Answer

A)   secondary data are much more up-to-date and tailored to a specific firm or industry.
B)   secondary data, although far more expensive, are also much more reliable.
C)   primary data are usually more costly and time-consuming to collect.
D)   primary data can be accessed by virtually anyone so the information generated loses much of its value.
E)   primary data are less fact and figure based; they are more subjective and therefore more vulnerable to misinterpretation.F) A) and B)
G) B) and E)

Question 3

Figure 7-4: Question 3
-Consider Figure 7-4: Question 3, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 3 illustrates which type of question format?

Accepted Answer

A)   dichotomous
B)   open-ended
C)   closed-end
D)   attitudinal
E)   semantic differentialF) C) and D)
G) A) and E)

Question 4

All of the following are idea evaluation methods except which?

Accepted Answer

A)   a mail survey
B)   an online survey
C)   a focus group
D)   a telephone survey
E)   an email surveyF) A) and E)
G) C) and E)

Question 5

A survey of buyers' intentions forecast involves

Accepted Answer

A)   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.
B)   making decisions without any intervening steps.
C)   asking prospective customers if they are likely to buy the product during some future time period.
D)   asking the firm's salespeople to estimate sales during a coming period.
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) B) and D)

Question 6

Specifying constraints, identifying data needed for marketing actions, and determining how to collect data 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 D)
G) A) and E)

Question 7

What is a panel? How is it used in marketing research? What disadvantages are associated with panels?

Accepted Answer

A panel is a sample of consumers or stor...

Question 8

Secondary data can be divided into two parts:

Accepted Answer

A)   primary data and empirical data.
B)   empirical data and observational data.
C)   psychographic data and demographic data.
D)   demographic data and observational data.
E)   internal secondary data and external secondary data.F) B) and E)
G) A) and E)

Question 9

Offering a product for sale in a small geographic area to help evaluate potential market actions is called

Accepted Answer

A)   a micro market.
B)   a test market.
C)   an experimental market.
D)   a simulated market.
E)   a trial market.F) A) and B)
G) None of the above

Question 10

What are the five steps in the marketing research approach?

Accepted Answer

The five-step marketing research approac...

Question 11

Mall intercept interviews refer to

Accepted Answer

A)   impersonal data collection methods in strip shopping malls.
B)   telephone interviews with consumers about their shopping center habits.
C)   scientifically selected individuals from the local community who agree to participate in a research study and are directed to meet at a specific shopping center for the interviews.
D)   focus groups located in major shopping centers.
E)   personal interviews of consumers visiting shopping centers.F) C) and E)
G) B) and D)

Question 12

McDonald's tested its delivery service in three Florida cities to assess consumer interest before deciding to expand to 20,000 of its restaurants. What type of experiment was conducted here?

Accepted Answer

A)   micro market
B)   trail market
C)   experimental market
D)   simulated market
E)   test marketF) C) and E)
G) A) and B)

Question 13

In marketing experiments, the independent variables of interest, sometimes called the marketing ________, are often one or more of the marketing mix elements.

Accepted Answer

A)   factors
B)   drivers
C)   forces
D)   actions
E)   causalitiesF) A) and D)
G) A) and E)

Question 14

The principal ways to collect new or primary data for a marketing study are by watching people and by asking them questions. Give two examples of each method.

Accepted Answer

Observing people includes watching how p...

Question 15

Figure 7-5
-Figure 7-5 shows how marketing researchers and managers use information technology to turn information into marketing actions. What does 'A' represent?

Accepted Answer

A)   external data sources
B)   results
C)   data warehouse
D)   internal data sources
E)   buying queriesF) C) and E)
G) A) and B)

Question 16

Sherrie sold about $800 worth of produce last weekend at a farmer's market, but it was sunny and warm both days. This Saturday and Sunday are both supposed to be rainy, so she thinks fewer people will attend. She estimates she'll only sell about three-fourths of her total for last time, or $600. This is an example of

Accepted Answer

A)   a direct forecast.
B)   a lost-horse forecast.
C)   a buyer's intentions forecast.
D)   an indirect forecast.
E)   an incremental forecast.F) None of the above
G) All of the above

Question 17

Figure 7-1
-According to Figure 7-1, what does D represent in the marketing research process?

Accepted Answer

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

Question 18

The field of marketing that studies the brain and its response to marketing stimuli is referred to as

Accepted Answer

A)   psychological extrapolation.
B)   strategic hypothesizing.
C)   neuromarketing.
D)   consumer deduction.
E)   mental conjecture.F) A) and E)
G) A) and B)

Question 19

Figure 7-4: Question 1
-Consider Figure 7-4: Question 1, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 1 illustrates which type of question format?

Accepted Answer

A)   dichotomous
B)   open-ended
C)   closed-end
D)   attitudinal
E)   semantic differentialF) All of the above
G) A) and B)

Question 20

If a researcher is concerned that data may be out of date or the parameters may not entirely suit the project, which type of data is this likely to be?

Accepted Answer

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

Exam 7: Marketing Research: From Customer Insights to Actions

A survey of buyers' intentions forecast involves

Correct Answer
verified

Even though primary data can be especially valuable to an individual firm, secondary data are often used because

Correct Answer
verified

Figure 7-4: Question 3 -Consider Figure 7-4: Question 3, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 3 illustrates which type of question format?

Correct Answer
verified

All of the following are idea evaluation methods except which?

Correct Answer
verified

Figure 7-5 -Figure 7-5 shows how marketing researchers and managers use information technology to turn information into marketing actions. What does 'A' represent?

Correct Answer
verified

Offering a product for sale in a small geographic area to help evaluate potential market actions is called

Correct Answer
verified

The principal ways to collect new or primary data for a marketing study are by watching people and by asking them questions. Give two examples of each method.

Correct Answer
verified
Observing people includes watching how p...
View Answer

If a researcher is concerned that data may be out of date or the parameters may not entirely suit the project, which type of data is this likely to be?

Correct Answer
verified

The field of marketing that studies the brain and its response to marketing stimuli is referred to as

Correct Answer
verified

McDonald's tested its delivery service in three Florida cities to assess consumer interest before deciding to expand to 20,000 of its restaurants. What type of experiment was conducted here?

Correct Answer
verified

Correct Answer
verified

What are the five steps in the marketing research approach?

Correct Answer
verified
The five-step marketing research approac...
View Answer

The type of question you are answering right now is an example of ________ question.

Correct Answer
verified

Figure 7-1 -According to Figure 7-1, what does D represent in the marketing research process?

Correct Answer
verified

Secondary data can be divided into two parts:

Correct Answer
verified

Mall intercept interviews refer to

Correct Answer
verified

In marketing experiments, the independent variables of interest, sometimes called the marketing ________, are often one or more of the marketing mix elements.

Correct Answer
verified

Figure 7-4: Question 1 -Consider Figure 7-4: Question 1, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 1 illustrates which type of question format?

Correct Answer
verified

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

Correct Answer
verified

What is a panel? How is it used in marketing research? What disadvantages are associated with panels?

Correct Answer
verified
A panel is a sample of consumers or stor...
View Answer

Exam 7: Marketing Research: From Customer Insights to Actions

A survey of buyers' intentions forecast involves

Correct AnswerverifiedShow Answer

Even though primary data can be especially valuable to an individual firm, secondary data are often used because

Correct AnswerverifiedShow Answer

Figure 7-4: Question 3 -Consider Figure 7-4: Question 3, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 3 illustrates which type of question format?

Correct AnswerverifiedShow Answer

All of the following are idea evaluation methods except which?

Correct AnswerverifiedShow Answer

Figure 7-5 -Figure 7-5 shows how marketing researchers and managers use information technology to turn information into marketing actions. What does 'A' represent?

Correct AnswerverifiedShow Answer

Offering a product for sale in a small geographic area to help evaluate potential market actions is called

Correct AnswerverifiedShow Answer

The principal ways to collect new or primary data for a marketing study are by watching people and by asking them questions. Give two examples of each method.

Correct AnswerverifiedObserving people includes watching how p...View AnswerShow Answer

If a researcher is concerned that data may be out of date or the parameters may not entirely suit the project, which type of data is this likely to be?

Correct AnswerverifiedShow Answer

The field of marketing that studies the brain and its response to marketing stimuli is referred to as

Correct AnswerverifiedShow Answer

McDonald's tested its delivery service in three Florida cities to assess consumer interest before deciding to expand to 20,000 of its restaurants. What type of experiment was conducted here?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

What are the five steps in the marketing research approach?

Correct AnswerverifiedThe five-step marketing research approac...View AnswerShow Answer

The type of question you are answering right now is an example of ________ question.

Correct AnswerverifiedShow Answer

Figure 7-1 -According to Figure 7-1, what does D represent in the marketing research process?

Correct AnswerverifiedShow Answer

Secondary data can be divided into two parts:

Correct AnswerverifiedShow Answer

Mall intercept interviews refer to

Correct AnswerverifiedShow Answer

In marketing experiments, the independent variables of interest, sometimes called the marketing ________, are often one or more of the marketing mix elements.

Correct AnswerverifiedShow Answer

Figure 7-4: Question 1 -Consider Figure 7-4: Question 1, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 1 illustrates which type of question format?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

What is a panel? How is it used in marketing research? What disadvantages are associated with panels?

Correct AnswerverifiedA panel is a sample of consumers or stor...View AnswerShow 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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Observing people includes watching how p...
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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

Correct Answer
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The five-step marketing research approac...
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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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A panel is a sample of consumers or stor...
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