Question 1

Nielsen Media Research collects national TV ratings by using a "people meter." This box is attached to TV sets, VCRs, cable boxes, and satellite dishes in over 9,000 homes across the country.It has a remote that operates the meter when a viewer begins and finishes watching a TV program and transmits the viewing information to Nielsen Media Research.Nielsen Media Research is collecting __________.

Accepted Answer

A)  internal secondary data
B)  interactive industry data
C)  sensitivity data
D)  external secondary data
E)  observational dataF) None of the above
G) A) and C)

Question 2

What percentage of sales forecasts are made by the personal judgment of the individual decision maker who must act on the results of the forecast?

Accepted Answer

A)  10%
B)  18%
C)  33%
D)  76%
E)  99%F) C) and D)
G) B) and E)

Question 3

FIGURE 8-17 
-Which of the following statements most likely explains why Question 7 in Figure 8-17 above was included in the Wendy's Survey?

Accepted Answer

A)  Wendy's wanted to know how many people eat at home while watching TV.
B)  Wendy's wanted to know if billboards and other media types were important sources of information to consumers when they decide where to eat.
C)  Wendy's wanted to understand how often consumers see flyers.
D)  Wendy's wanted to check newspaper circulation in the cities in which it does business.
E)  Wendy's wanted to find information about the education level of its customers according to their information sources.F) B) and E)
G) A) and E)

Question 4

Effective decision makers develop specific __________, which are criteria or standards used in evaluating proposed solutions to the problem.

Accepted Answer

A)  standards of accuracy
B)  measures of success
C)  measures of variability
D)  limits of consideration
E)  limits of probabilityF) B) and C)
G) C) and D)

Question 5

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

Accepted Answer

A)  reciprocal data exchange
B)  data reciprocity
C)  syndicated sampling
D)  syndicated panel data
E)  data journalingF) B) and E)
G) B) and C)

Question 6

Google

Accepted Answer

A)  provides information on U.S.business, economic and trade activity collected by the federal government.
B)  provides a portal to all government Web sites that can be found by topic or keyword.
C)  provides up-to-the-minute business news and security prices plus research reports of companies, industries, and countries.
D)  is the most popular portal to the entire Internet accessed by entering key words or topics for specific searches.
E)  provides information in online databases and an index of blogs by primary topic.F) None of the above
G) A) and B)

Question 7

What are some of the methods a marketer can used to solve problems? Be sure to include at least one specific print source.

Accepted Answer

Methods can include asking someone for i...

Question 8

The fifth step of the marketing research approach is __________.

Accepted Answer

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

Question 9

Movie studios use market research to reduce their risk of losses by hiring firms like 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 fills out an exhaustive 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) None of the above
G) A) and D)

Question 10

The facts and figures related to the problem that is divided into two main parts: secondary data and primary data are referred to as __________.

Accepted Answer

A)  data
B)  statistics
C)  variables
D)  concepts
E)  empirical evidenceF) A) and C)
G) B) and E)

Question 11

FIGURE 8-13 
-Question 3 in the Wendy's Survey in Figure 8-13 above, illustrates which type of question format?

Accepted Answer

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

Question 12

When Marine Midland Bank sent market researchers with surveys door-to-door in the neighborhoods of their branch banks to ask people with savings accounts why they did not also have checking accounts and credit cards with Marine Midland, they were gathering __________ data.

Accepted Answer

A)  intercept
B)  secondary
C)  questionnaire
D)  observational
E)  nonprobabilityF) All of the above
G) A) and D)

Question 13

Watch was a teen publication given out free to high school students, but the publication was unable to deliver the response rates to coupons or sample offers that its advertisers expected.After defining the problem, its publisher developed a research plan, gathered information from teen focus groups, analyzed the findings, and replaced Watch magazine with Fuel for boys and Verve for girls.How would a marketer judge the publisher's actions?

Accepted Answer

A)  Why fix something that is not broken? The magazine was still attracting some advertisers.
B)  It made a big deal out of a small decline-a few copy changes would have been enough.
C)  The approach it took was too complicated and costly to provide an effective solution to the problem.
D)  It took a systematic approach to analyzing the problem and responding to its advertisers' concerns.
E)  This publisher is using an approach that works for corporations but will just waste time for a small publisher.F) C) and D)
G) A) and C)

Question 14

FIGURE 8-2 
-, if a measure of success is "playtime" for a particular telephone design, what would be an example of a possible marketing action if the measure was "Children spent more time playing with new design:"

Accepted Answer

A)  Continue with old design; don't introduce new design.
B)  Introduce new design; drop old design.
C)  Introduce new design; but add some new features.
D)  Mine the data further for children reactions; take no action.
E)  Add digital dashboards to analyze reactions to new design; add some new features.F) A) and E)
G) D) and E)

Question 15

In a decision, the restrictions placed on potential solutions to a problem are referred to as

Accepted Answer

A)  risks.
B)  inhibitors.
C)  constraints.
D)  binding factors.
E)  dependent variables.F) C) and D)
G) A) and E)

Question 16

Secondary data can be divided into two parts-_________ and _________.

Accepted Answer

A)  primary data; empirical data
B)  empirical data; secondary data
C)  secondary data; demographic data
D)  demographic data; observational data
E)  internal data; external secondary dataF) None of the above
G) C) and D)

Question 17

GI Design is a small copper manufacturing studio, which designs and builds items such as fountains and tabletops made from copper.Greg, the owner, knew he had a problem of how to increase sales and profits, and developed a research plan to determine what landscape architects and interior designers wanted in copper furnishings and décor and the appropriate price for these items.He decided to interview representative designers as part of this process.Greg was in the __________ step of the market research process.

Accepted Answer

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

Question 18

The purpose of Nielsen's A2/M2 initiative is to

Accepted Answer

A)  expand its scope to include the effectiveness of online college courses.
B)  expand its scope to include satellite radio programming.
C)  measure all types of TV viewing behavior from a variety of sources.
D)  expand its business to a global market through use of the Internet.
E)  ultimately gain access to every American home that owns a television, cell phone, or computer.F) C) and D)
G) B) and E)

Question 19

Making action recommendations, implementing action recommendation, and evaluating results would take place during which stage 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 actionsF) B) and D)
G) None of the above

Question 20

Briefly explain the difference between a direct forecast and a lost-horse forecast.

Accepted Answer

A direct forecast involves estimating th...

Exam 8: Marketing Research: From Customer Insights to Actions

FIGURE 8-17 -Which of the following statements most likely explains why Question 7 in Figure 8-17 above was included in the Wendy's Survey?

Correct Answer
verified

What percentage of sales forecasts are made by the personal judgment of the individual decision maker who must act on the results of the forecast?

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

FIGURE 8-2 -, if a measure of success is "playtime" for a particular telephone design, what would be an example of a possible marketing action if the measure was "Children spent more time playing with new design:"

Correct Answer
verified

Correct Answer
verified

Effective decision makers develop specific __________, which are criteria or standards used in evaluating proposed solutions to the problem.

Correct Answer
verified

What are some of the methods a marketer can used to solve problems? Be sure to include at least one specific print source.

Correct Answer
verified
Methods can include asking someone for i...
View Answer

The facts and figures related to the problem that is divided into two main parts: secondary data and primary data are referred to as __________.

Correct Answer
verified

The purpose of Nielsen's A2/M2 initiative is to

Correct Answer
verified

Briefly explain the difference between a direct forecast and a lost-horse forecast.

Correct Answer
verified
A direct forecast involves estimating th...
View Answer

The fifth step of the marketing research approach is __________.

Correct Answer
verified

FIGURE 8-13 -Question 3 in the Wendy's Survey in Figure 8-13 above, illustrates which type of question format?

Correct Answer
verified

Secondary data can be divided into two parts-_ and _.

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

In a decision, the restrictions placed on potential solutions to a problem are referred to as

Correct Answer
verified

Google

Correct Answer
verified

When Marine Midland Bank sent market researchers with surveys door-to-door in the neighborhoods of their branch banks to ask people with savings accounts why they did not also have checking accounts and credit cards with Marine Midland, they were gathering __________ data.

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

FIGURE 8-17 -Which of the following statements most likely explains why Question 7 in Figure 8-17 above was included in the Wendy's Survey?

Correct AnswerverifiedShow Answer

What percentage of sales forecasts are made by the personal judgment of the individual decision maker who must act on the results of the forecast?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

FIGURE 8-2 -, if a measure of success is "playtime" for a particular telephone design, what would be an example of a possible marketing action if the measure was "Children spent more time playing with new design:"

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Effective decision makers develop specific __________, which are criteria or standards used in evaluating proposed solutions to the problem.

Correct AnswerverifiedShow Answer

What are some of the methods a marketer can used to solve problems? Be sure to include at least one specific print source.

Correct AnswerverifiedMethods can include asking someone for i...View AnswerShow Answer

The facts and figures related to the problem that is divided into two main parts: secondary data and primary data are referred to as __________.

Correct AnswerverifiedShow Answer

The purpose of Nielsen's A2/M2 initiative is to

Correct AnswerverifiedShow Answer

Briefly explain the difference between a direct forecast and a lost-horse forecast.

Correct AnswerverifiedA direct forecast involves estimating th...View AnswerShow Answer

The fifth step of the marketing research approach is __________.

Correct AnswerverifiedShow Answer

FIGURE 8-13 -Question 3 in the Wendy's Survey in Figure 8-13 above, illustrates which type of question format?

Correct AnswerverifiedShow Answer

Secondary data can be divided into two parts-_________ and _________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In a decision, the restrictions placed on potential solutions to a problem are referred to as

Correct AnswerverifiedShow Answer

Google

Correct AnswerverifiedShow Answer

When Marine Midland Bank sent market researchers with surveys door-to-door in the neighborhoods of their branch banks to ask people with savings accounts why they did not also have checking accounts and credit cards with Marine Midland, they were gathering __________ data.

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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Correct Answer
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Correct Answer
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Correct Answer
verified
Methods can include asking someone for i...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
A direct forecast involves estimating th...
View Answer

Correct Answer
verified

Correct Answer
verified

Secondary data can be divided into two parts-_ and _.

Correct Answer
verified

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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