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Exam 8: Marketing Research: From Customer Insights to Actions

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Question 161

Multiple Choice

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Consider Figure 8-4: Question 6 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 6 illustrates which type of question format?

A) dichotomous
B) open-ended
C) Likert
D) attitudinal
E) semantic differential

F) A) and B)
G) C) and D)

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Question 162

Multiple Choice

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

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

F) C) and E)
G) All of the above

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Question 163

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Consider Figure 8-B above.The question "Do you eat at fast-food restaurants regularly: Yes or No?" is worded poorly because respondents don't know what "regularly" means.This is an example of a(n) __________ question.

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.

__________ involves 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.

Figure 8-2B above shows that secondary data may be divided into two related parts.If "A" represents marketing input and outcome data (budgets,call reports,customer communications,etc. ) ,which type of data is "A?"

"Have you been to a dentist within the past 6 months? ___ Yes ___ No?" is an example of which type of question?

National TV ratings,collected with a "people meter" and published by Nielsen Media Research,are an example of __________ data.

Trend extrapolation involves

A marketing research approach that uses a discussion leader to interview 6 to 10 past,present,or prospective customers is referred to as

A disadvantage of the mall intercept interview method is

Strongly Agree ( ) Agree ( ) Disagree ( ) Strongly Disagree

Consider Figure 8-6A above.Suppose you are an owner of a local Wendy's restaurant near a large urban college or university.You hired a marketing research firm to conduct a survey among a sample of respondents in your area to find out their patronage of fast-food restaurants.Four weeks after the firm conducted the survey,it presented the following results to you.Which group of people in terms of age of household had the largest response to the survey?

A survey of buyers' intentions forecast involves

Facts and figures that are newly collected for a project at hand are referred to as

Surveys that enable the interviewer to be flexible in asking probing questions or getting reactions to visual materials would be best conducted using

Measures of success refer to

A sample of consumers or stores from which researchers take a series of measurements is referred to as a(n)

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 ¾ of her total for last time,or $600.This is an example of a(n)

Melanie manages a local store for a national drug store chain,and had received complaints from several customers about rude employees.In order to determine the status of her customer service,Shelly hired a team of marketing researchers,who posed as customers shopping in the store.Occasionally,they may buy something,but their primary purpose was to take notes and record the actions of the service staff.The research notes Melanie received were a form of __________ data.