Question 1

Drawing conclusions about a population from a sample taken from that population is referred to as

Accepted Answer

A)  nonprobability sampling
B)  statistical inference
C)  probability sampling
D)  extrapolation
E)  criteria samplingF) A) and D)
G) C) and D)

Question 2

Another name of a closed-end question is a(n)  __________ question.

Accepted Answer

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

Question 3

A publishing company sponsors an informal one-time-only session with seven college instructors who use a given principles of management textbook. The instructors meet with a moderator who asks their opinions about the textbook, its instructor's manual, its PowerPoint slides, and its video and written cases. This is an example of a(n)

Accepted Answer

A)  jury of executive thought.
B)  consumer panel.
C)  information forum.
D)  focus group.
E)  depth interview.F) B) and C)
G) C) and D)

Question 4

The primary purpose of a sneak preview of a film prior to its release is to

Accepted Answer

A)  rate the performances of the individual actors and actresses for possible Oscar nominations.
B)  rate the work of the director and producer for possible Oscar nominations.
C)  evaluate the effectiveness of product placements within the film.
D)  compare the final film to the original screenplay.
E)  identify necessary changes prior to final editing.F) B) and C)
G) C) and D)

Question 5

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

Accepted Answer

Neuromarketing was developed by Martin L...

Question 6

What are the five steps in the marketing research approach?

Accepted Answer

The five-step marketing research approac...

Question 7

1. What things are most important to you when you decide to eat out and go to a fast-food restaurant? 	ext { 1. What things are most important to you when you decide to eat out and go to a fast-food restaurant? } 1. What things are most important to you when you decide to eat out and go to a fast-food restaurant?  
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
-Consider Figure 7-4: Question 1 above, 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)  close-ended
D)  attitudinal
E)  semantic differential F) C) and E)
G) A) and E)

Question 8

Secondary data in online databases can be accessed either directly, or via Internet search engines or

Accepted Answer

A)  portals through keyword searches.
B)  internal statistical data.
C)  probability sampling data.
D)  personal chat rooms.
E)  social media like Facebook.F) C) and D)
G) A) and B)

Question 9

The Belsen interview pretests media surveys, gathering data by asking people about their attitudes, beliefs, and awareness of various media. With this method, a respondent is interviewed twice, first by one interviewer using the proposed survey and then by another who asks questions about the survey itself. The Belsen interview uses __________ data.

Accepted Answer

A)  questionnaire
B)  secondary
C)  intercept
D)  observational
E)  synergisticF) D) and E)
G) A) and E)

Question 10

In trend extrapolation, the forecasting technique that involves using a straight line is called __________.

Accepted Answer

A)  causal analysis
B)  non-parametric regression
C)  planning gap analysis
D)  infinite dimension
E)  linear trend extrapolationF) D) and E)
G) A) and C)

Question 11

Prior to its production, LEGO marketing managers developed a(n)  __________ for the innovative MINDSTORMS EV3 robot capable of walking or skating, perhaps by adding an infrared sensor.

Accepted Answer

A)  virtual concept
B)  product substitute
C)  product hypothesis
D)  new-feature matrices
E)  new-product conceptF) B) and E)
G) C) and D)

Question 12

According to research conducted by Canadian cultural anthropologists, Canadians place a high importance on personal relationships. This leads them to be extremely reluctant to buy through an impersonal medium like a telephone. For an insurance company that was hoping to sell insurance through telemarketers, this research would be an example of

Accepted Answer

A)  internal secondary data.
B)  a constraint.
C)  an assumption.
D)  a dependent variable.
E)  external secondary data.F) B) and D)
G) A) and D)

Question 13

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 variableF) B) and C)
G) A) and E)

Question 14

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 futureF) A) and B)
G) C) and D)

Question 15

"What is your favorite thing about Target?" followed by several lines for a response is an example of which type of marketing research question?

Accepted Answer

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

Question 16

Test screenings and tracking studies are examples of market research techniques used in the movie industry to

Accepted Answer

A)  estimate a production company's potential market share.
B)  identify prospective nominees for industry awards such as the Oscars.
C)  create an advance market for the movie's DVD release regardless of whether it is successful in its theater release or not.
D)  identify possible story lines and/or plots for future movie ventures.
E)  reduce uncertainty and improve marketing actions.F) C) and D)
G) All of the above

Question 17

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

Accepted Answer

A direct forecast involves estimating th...

Question 18

When conducting marketing experiments, the independent variable often involves marketing mix elements such as product features or coupons, while dependent variables often include

Accepted Answer

A)  elements of the environmental forces that cannot be controlled.
B)  changes in channels of distribution or pricing.
C)  elements of the marketing mix that cannot be manipulated.
D)  the primary experimental hypothesis.
E)  changes in purchases such as dollar or unit sales of individuals or organizations.F) A) and E)
G) B) and D)

Question 19

The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions is referred to as __________.

Accepted Answer

A)  marketing enquiry
B)  strategic intelligence
C)  data mining
D)  marketing tactics
E)  marketing researchF) D) and E)
G) C) and D)

Question 20

Jeff Gerst, who manages the Carmex social media properties, says, "For Carmex, Facebook isn't just a way to share coupons or the latest product news, but it is also a marketing research resource." One objective in the marketing research he undertook using Facebook involved

Accepted Answer

A)  assessing the market for its new hand cream product.
B)  projecting the market size for the Carmex Moisture Plus line of premium lip balms for women.
C)  assessing the market for Carmex products outside the U.S. in countries where Facebook is active.
D)  evaluating the effectiveness of integrating Carmex Facebook promotions with traditional Carmex promotions.
E)  narrowing the number of flavors going into quantitative testing from three to two.F) A) and E)
G) None of the above

Exam 7: Marketing Research: From Customer Insights to Actions

Evaluating the results of a marketing decision involves

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 primary purpose of a sneak preview of a film prior to its release is to

Correct Answer
verified

Drawing conclusions about a population from a sample taken from that population is referred to as

Correct Answer
verified

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

Correct Answer
verified

"What is your favorite thing about Target?" followed by several lines for a response is an example of which type of marketing research question?

Correct Answer
verified

Correct Answer
verified

Test screenings and tracking studies are examples of market research techniques used in the movie industry to

Correct Answer
verified

Correct Answer
verified

Prior to its production, LEGO marketing managers developed a(n) __________ for the innovative MINDSTORMS EV3 robot capable of walking or skating, perhaps by adding an infrared sensor.

Correct Answer
verified

What are the five steps in the marketing research approach?

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

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

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

When conducting marketing experiments, the independent variable often involves marketing mix elements such as product features or coupons, while dependent variables often include

Correct Answer
verified

Correct Answer
verified

Another name of a closed-end question is a(n) __________ question.

Correct Answer
verified

Secondary data in online databases can be accessed either directly, or via Internet search engines or

Correct Answer
verified

The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions is referred to as __________.

Correct Answer
verified

In trend extrapolation, the forecasting technique that involves using a straight line is called __________.

Correct Answer
verified

Jeff Gerst, who manages the Carmex social media properties, says, "For Carmex, Facebook isn't just a way to share coupons or the latest product news, but it is also a marketing research resource." One objective in the marketing research he undertook using Facebook involved

Correct Answer
verified

Exam 7: Marketing Research: From Customer Insights to Actions

Evaluating the results of a marketing decision involves

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 primary purpose of a sneak preview of a film prior to its release is to

Correct AnswerverifiedShow Answer

Drawing conclusions about a population from a sample taken from that population is referred to as

Correct AnswerverifiedShow 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

Correct AnswerverifiedShow Answer

"What is your favorite thing about Target?" followed by several lines for a response is an example of which type of marketing research question?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Test screenings and tracking studies are examples of market research techniques used in the movie industry to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Prior to its production, LEGO marketing managers developed a(n) __________ for the innovative MINDSTORMS EV3 robot capable of walking or skating, perhaps by adding an infrared sensor.

Correct AnswerverifiedShow Answer

What are the five steps in the marketing research approach?

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

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

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

When conducting marketing experiments, the independent variable often involves marketing mix elements such as product features or coupons, while dependent variables often include

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Another name of a closed-end question is a(n) __________ question.

Correct AnswerverifiedShow Answer

Secondary data in online databases can be accessed either directly, or via Internet search engines or

Correct AnswerverifiedShow Answer

The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions is referred to as __________.

Correct AnswerverifiedShow Answer

In trend extrapolation, the forecasting technique that involves using a straight line is called __________.

Correct AnswerverifiedShow Answer

Jeff Gerst, who manages the Carmex social media properties, says, "For Carmex, Facebook isn't just a way to share coupons or the latest product news, but it is also a marketing research resource." One objective in the marketing research he undertook using Facebook involved

Correct AnswerverifiedShow Answer

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
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