Question 1

Members of the Book Promoters Association of Canada recently questioned what could be done to rejuvenate the Canadian book publishing industry.Some members claimed the problem was Canadian bookstores had been replaced by Walmarts.Others said the problem was with stodgy promotions.Still others said the problem was caused by too little money being budgeted to fund marketing programs.The best way to identify the problem would be to use __________.

Accepted Answer

A)  market analysis
B)  marketing management
C)  a marketing audit
D)  marketing research
E)  data miningF) A) and C)
G) A) and D)

Question 2

Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30,a great deal of information was gathered from a sample of women to determine what types of items should be carried,the image of the store,its advertising,etc.Which of the following is an example of an open-ended question that might have been asked in the survey?

Accepted Answer

A)  "Do you wear a dress larger than size 12?"
B)  "How old are you?"
C)  "Would you shop at a store that only sold plus-size clothing?"
D)  "Why do you wear that particular fashion style?"
E)  "Do you think the stores should use bright- or subtle-colored fixtures?"F) A) and E)
G) C) and D)

Question 3

__________ 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.

Accepted Answer

A)  direct forecast
B)  lost-horse forecast
C)  lost-cause forecast
D)  indirect forecast
E)  incremental forecastF) A) and B)
G) A) and E)

Question 4

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 problemF) B) and C)
G) D) and E)

Question 5

Sampling and statistical inference are known as special __________,which are vital in marketing research to solve all or part of a problem.

Accepted Answer

A)  systems
B)  styles
C)  methods
D)  manners
E)  modesF) A) and E)
G) D) and E)

Question 6

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)

Accepted Answer

A)  direct forecast
B)  lost-horse forecast
C)  lost-cause forecast
D)  indirect forecast
E)  incremental forecastF) A) and D)
G) None of the above

Question 7

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 and release to increase the film's likelihood of success.F) A) and D)
G) C) and E)

Question 8

Outdoor sign makers are trying hard to stay relevant as the era of targeted mobile advertising approaches,and their latest move is to add scent.In Morresville,NC,a billboard has been erected that,for parts of the day,emits the smell of grilling steak.The scent component of the sign operates during prime commute times.It was designed by ScentAir,whose spokesperson described the aroma as,"a blend of black pepper and kind of a charcoal grilling that smells like grilled meat with a nice pepper run on it." This is an example of

Accepted Answer

A)  extrapolation.
B)  supposition.
C)  implication.
D)  neuromarketing.
E)  conjecture.F) A) and C)
G) D) and E)

Question 9

Even though primary data can be especially valuable to an individual firm,secondary data is 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 D)
G) C) and E)

Question 10

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

Accepted Answer

A)  internal secondary data
B)  interactive industry data
C)  external secondary data
D)  mechanical observational data
E)  sensitivity dataF) A) and C)
G) A) and B)

Question 11

If a marketing manager queries a marketing information system to determine the effect of three different levels of price for a new product,she is using __________.

Accepted Answer

A)  action analysis
B)  an environmental scan
C)  a problem search
D)  situational analysis
E)  sensitivity analysisF) B) and C)
G) B) and E)

Question 12

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and deal with claims.It wants to introduce its product into new markets,but before it does so,it wants to predict how successful its sales efforts will be.The first things researchers did was invite a group of eight insured people to its headquarters to talk about home and auto insurance with a moderator.The purpose of this exploratory research was to gather information about the group members' attitudes toward insurance and their awareness of DirectProtect.Respondents' answers were recorded through the use the old "paper and pencil" method.While additional research still needs to be done,the marketing researchers were able to gather __________ data from the method they employed.

Accepted Answer

A)  hypothetical
B)  generative
C)  evaluative
D)  questionnaire
E)  experientialF) B) and C)
G) A) and D)

Question 13

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,eithe...

Question 14

When Marine Midland Bank sent market researchers with surveys door-to-door in the neighborhoods surrounding its 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) B) and E)
G) None of the above

Question 15

A decision refers to

Accepted Answer

A)  a premeditated selection resulting in a personal action.
B)  a conscious choice among a set of alternatives that creates the least amount of risk.
C)  a conscious choice from among two or more alternatives.
D)  a subconscious selection of the alternative most consistent with one's personal beliefs.
E)  an unconscious choice selected from a subset of positive alternatives.F) A) and B)
G) A) and C)

Question 16

Fisher Price watches young children play with their toys to determine if and how various toys should be changed or improved.Fisher Price is collecting __________ data.

Accepted Answer

A)  observational
B)  questionnaire
C)  interview
D)  on-site
E)  focus groupF) C) and D)
G) B) and E)

Question 17

What percentage of sales forecasts is 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) B) and D)
G) C) and D)

Question 18

After defining the problem and developing the research plan,the next step in the five-step marketing research approach is to

Accepted Answer

A)  collect relevant information.
B)  develop findings and recommendations.
C)  take marketing actions.
D)  plan the research budget.
E)  identify the constraints on the process.F) B) and E)
G) B) and D)

Question 19

In marketing research,the term sampling refers to

Accepted Answer

A)  testing the effectiveness of a marketing alternative in a supervised setting.
B)  the collection of various secondary data through electronic or mechanical means.
C)  allowing a subject to experience first-hand a new or updated product or service.
D)  selecting representative elements from a population and treating their answers as typical of all those in whom they are interested.
E)  testing members from all ages,both genders,and different levels of income and education to guarantee reliable information.F) C) and D)
G) All of the above

Question 20

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) B) and E)
G) D) and E)

Exam 7: Marketing Research: From Customer Insights to Actions

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

Correct Answer
verified

Correct Answer
verified

Fisher Price watches young children play with their toys to determine if and how various toys should be changed or improved.Fisher Price is collecting __________ data.

Correct Answer
verified

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,eithe...
View 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 Answer
verified

__________ 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.

Correct Answer
verified

Secondary data are the

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

After defining the problem and developing the research plan,the next step in the five-step marketing research approach is to

Correct Answer
verified

Sampling and statistical inference are known as special __________,which are vital in marketing research to solve all or part of a problem.

Correct Answer
verified

A decision refers to

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

If a marketing manager queries a marketing information system to determine the effect of three different levels of price for a new product,she is using __________.

Correct Answer
verified

When Marine Midland Bank sent market researchers with surveys door-to-door in the neighborhoods surrounding its 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

In marketing research,the term sampling refers to

Correct Answer
verified

Exam 7: Marketing Research: From Customer Insights to Actions

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Fisher Price watches young children play with their toys to determine if and how various toys should be changed or improved.Fisher Price is collecting __________ data.

Correct AnswerverifiedShow Answer

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,eithe...View AnswerShow 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

__________ 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.

Correct AnswerverifiedShow Answer

Secondary data are the

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

After defining the problem and developing the research plan,the next step in the five-step marketing research approach is to

Correct AnswerverifiedShow Answer

Sampling and statistical inference are known as special __________,which are vital in marketing research to solve all or part of a problem.

Correct AnswerverifiedShow Answer

A decision refers to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

If a marketing manager queries a marketing information system to determine the effect of three different levels of price for a new product,she is using __________.

Correct AnswerverifiedShow Answer

When Marine Midland Bank sent market researchers with surveys door-to-door in the neighborhoods surrounding its 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

In marketing research,the term sampling refers to

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
Observing people includes watching,eithe...
View Answer

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Correct Answer
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Correct Answer
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