Question 1

Briefly explain what a product or brand "driver" is.Give three examples.

Accepted Answer

A product or brand "driver" is a factor ...

Question 2

During the marketing research process, __________ are the specific, measurable goals the decision maker seeks to achieve in conducting the marketing research.

Accepted Answer

A)  measures of success
B)  research objectives
C)  marketing research plans
D)  hypothetical scenarios
E)  research dashboardsF) A) and E)
G) D) and E)

Question 3

FIGURE 8-20 
-Figure 8-22 above shows that

Accepted Answer

A)  Tony's Pizza sales to households with 5 or more people increased over the period 2006 to 2009.
B)  households with 5 or more people bought the least Tony's Pizza over the period 2006 to 2009.
C)  between 2006 to 2007, as single people married and became two person households, the increase in sales was greater than the expected 200% change.
D)  Tony's Pizza sales to households with 2 people have remained relatively steady from 2006 to 2009.
E)  the changes from year to year are really not significant since overall sales have continued to increase.F) A) and D)
G) A) and C)

Question 4

A __________ is a sample of consumers or stores from which researchers take a series of measurements.

Accepted Answer

A)  jury of executive opinion
B)  representative group
C)  survey of experts
D)  focus group
E)  panelF) A) and D)
G) All of the above

Question 5

The fourth 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) B) and E)
G) D) and E)

Question 6

The facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors are referred to as

Accepted Answer

A)  extrapolated data.
B)  hypotheses data.
C)  questionnaire data.
D)  observational data.
E)  statistical inference.F) None of the above
G) A) and B)

Question 7

FIGURE 8-20 
-Figure 8-21 above shows that

Accepted Answer

A)  annual sales of Tony's Pizzas decreased over the period 2006 to 2009.
B)  average annual sales per household of Tony's Pizzas decreased over the period 2006 to 2009.
C)  average sales have dropped from 3.4 million to 3.1 million units.
D)  sales to households with children declined over the period 2006 to 2009.
E)  smaller households bought less pizza over the period 2006 to 2009.F) B) and C)
G) B) and E)

Question 8

A(n)  __________ question allows respondents to express opinions, ideas, or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.

Accepted Answer

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

Question 9

A special kind of individual interview in which researchers ask lengthy, free-flowing kinds of questions to probe for underlying ideas and feelings is called a

Accepted Answer

A)  extensive interview.
B)  discovery interview.
C)  probing interview.
D)  guided interview.
E)  depth interview.F) A) and D)
G) A) and E)

Question 10

After defining the problem, the next step in the marketing research process is to

Accepted Answer

A)  develop the research plan.
B)  evaluate the results.
C)  examine the alternatives.
D)  enumerate the uncertainties.
E)  experiment.F) A) and E)
G) A) and C)

Question 11

Field of Dreams and Million Dollar Baby are examples of successful movies that could have failed because

Accepted Answer

A)  too little money was spent on promotion.
B)  they were targeting the wrong market segment.
C)  there was too little similarity between the original book and the screenplay.
D)  their original titles did not convey the correct message to their prospective audiences.
E)  too much time lapsed, between their promotion and their release.F) All of the above
G) C) and D)

Question 12

Marketing teams must be vigilant for ways to improve the analysis and results - to learn lessons that might apply to future marketing research efforts.Evaluating the effectiveness of a marketing decision involves

Accepted Answer

A)  asking prospective customers if they are likely to buy the product during some future time period.
B)  requesting the firm's salespeople to estimate sales during a coming period.
C)  determining if the marketing research and analysis used to develop the recommendations was effective.
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 future.F) A) and E)
G) A) and C)

Question 13

A fixed alternative question requires respondents to select one or more response option from the set of predetermined choices.Another name for this kind of question is:

Accepted Answer

A)  dichotomous question.
B)  open-ended question.
C)  attitudinal question.
D)  closed-end question.
E)  semantic differential question.F) A) and D)
G) A) and C)

Question 14

Data mining refers to

Accepted Answer

A)  any form of electronically generated market research.
B)  the extraction of hidden predictive information from large databases.
C)  obtaining information about a competitor or competitor's products for use by one's own firm.
D)  the use of information derived solely from unsolicited sources such as customer complaints or complements, or public service announcements.
E)  a branch of marketing specializing in obtaining both objective and subjective data to be used by other companies or organizations.F) A) and D)
G) A) and C)

Question 15

A(n)  __________ forecast 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
B)  lost-horse
C)  lost-soul
D)  indirect
E)  incrementalF) A) and B)
G) None of the above

Question 16

The 2007 __________ contains data on the number and sales of establishments in the United States that produce a good or service based on its geography, industry sector, and North American Industry Classification code.

Accepted Answer

A)  Annual Retail Trade Survey (ARTS) 
B)  Annual Survey of Manufacturers (ASM) 
C)  Annual Wholesale Trade Survey (AWTS) 
D)  Service Annual Survey (SAS) 
E)  Economic CensusF) D) and E)
G) A) and B)

Question 17

FIGURE 8-20 
-Figure 8-20 above indicates that

Accepted Answer

A)  annual sales of Tony's Pizzas are flat to slightly increasing over the period 2006-2009.
B)  annual sales of Tony's pizzas are increasing significantly over the period 2006-2009.
C)  children are eating more pizzas.
D)  households with more members are eating more pizza, which drives this sales increase.
E)  there was a greater change in growth between 2006 and 2007 than there was between 2008 and 2009.F) A) and B)
G) A) and C)

Question 18

The first step of the marketing research approach is __________.

Accepted Answer

A)  develop findings
B)  define the problem
C)  take marketing actions
D)  collect relevant information
E)  collecting relevant information fifthF) A) and C)
G) B) and C)

Question 19

What is the marketing research term for the specific, measurable goals the decision-maker seeks to achieve in conducting the marketing research?

Accepted Answer

A)  research risks
B)  research objectives
C)  research decisions
D)  measures of success
E)  conjecturesF) None of the above
G) A) and E)

Question 20

FIGURE 8-6 
-In Figure 8-6 above, a researcher watches a young child play with his toys.This is an example of

Accepted Answer

A)  the use of observational data to alter or improve a consumer's behavior.
B)  the use of secondary data to alter or improve a consumer's behavior.
C)  a researcher collecting observational data to use in future marketing actions.
D)  a researcher collecting psychographic information to use in future marketing actions.
E)  the use of personal interviews to collect subjective but essential information necessary to make informed marketing decisions.F) B) and C)
G) A) and B)

Exam 8: Marketing Research: From Customer Insights to Actions

The fourth step of the marketing research approach is __________.

Correct AnswerverifiedShow Answer

FIGURE 8-6 -In Figure 8-6 above, a researcher watches a young child play with his toys.This is an example of

Correct AnswerverifiedShow Answer

A(n) __________ forecast 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

A __________ is a sample of consumers or stores from which researchers take a series of measurements.

Correct AnswerverifiedShow Answer

Data mining refers to

Correct AnswerverifiedShow Answer

The 2007 __________ contains data on the number and sales of establishments in the United States that produce a good or service based on its geography, industry sector, and North American Industry Classification code.

Correct AnswerverifiedShow Answer

The facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors are referred to as

Correct AnswerverifiedShow Answer

Field of Dreams and Million Dollar Baby are examples of successful movies that could have failed because

Correct AnswerverifiedShow Answer

What is the marketing research term for the specific, measurable goals the decision-maker seeks to achieve in conducting the marketing research?

Correct AnswerverifiedShow Answer

After defining the problem, the next step in the marketing research process is to

Correct AnswerverifiedShow Answer

A(n) __________ question allows respondents to express opinions, ideas, or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.

Correct AnswerverifiedShow Answer

FIGURE 8-20 -Figure 8-21 above shows that

Correct AnswerverifiedShow Answer

Marketing teams must be vigilant for ways to improve the analysis and results - to learn lessons that might apply to future marketing research efforts.Evaluating the effectiveness of a marketing decision involves

Correct AnswerverifiedShow Answer

FIGURE 8-20 -Figure 8-20 above indicates that

Correct AnswerverifiedShow Answer

A fixed alternative question requires respondents to select one or more response option from the set of predetermined choices.Another name for this kind of question is:

Correct AnswerverifiedShow Answer

During the marketing research process, __________ are the specific, measurable goals the decision maker seeks to achieve in conducting the marketing research.

Correct AnswerverifiedShow Answer

Briefly explain what a product or brand "driver" is.Give three examples.

Correct AnswerverifiedA product or brand "driver" is a factor ...View AnswerShow Answer

The first step of the marketing research approach is __________.

Correct AnswerverifiedShow Answer

A special kind of individual interview in which researchers ask lengthy, free-flowing kinds of questions to probe for underlying ideas and feelings is called a

Correct AnswerverifiedShow Answer

FIGURE 8-20 -Figure 8-22 above shows that

Correct AnswerverifiedShow Answer

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A product or brand "driver" is a factor ...
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