Question 1

Research objectives are

Accepted Answer

A)  conjectures regarding marketing outcomes.
B)  general research guidelines.
C)  solutions to be evaluated.
D)  specific and measurable.
E)  research dashboards.F) D) and E)
G) None of the above

Question 2

The 2012 __________ contains data on the number and sales of establishments in the United States that produce a product or service based on its geography, industry sector, and North American Industry Classification System code.

Accepted Answer

A)  Annual Retail Trade Survey
B)  Annual Survey of Manufacturers
C)  Economic Census
D)  Annual Wholesale Trade Survey
E)  Service Annual SurveyF) A) and B)
G) None of the above

Question 3

When a marketing manager begins asking "what if" questions to determine how hypothetical changes in product or brand drivers can affect sales, she is performing __________ analysis.

Accepted Answer

A)  a marketing
B)  an environmental
C)  a structured
D)  a query
E)  a sensitivityF) A) and D)
G) None of the above

Question 4

The ___________________ interact to facilitate the work of the marketing researcher or data scientist.

Accepted Answer

A)  elements of an intelligent marketing enterprise platform
B)  results and benefits of a cloud-based technology platform
C)  outputs of a data warehouse
D)  benefits of internal data sources over external data sources
E)  collection of servers accessed through an Internet connectionF) B) and E)
G) None of the above

Question 5

Why can't a marketing manager's decision making process stop when he or she has chosen the best alternative to solving a problem?

Accepted Answer

Effective marketing research doesn't sto...

Question 6

What are the three actions a marketing manager must take in the final step of the five-step marketing research approach?

Accepted Answer

The three actions a marketing manager mu...

Question 7

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 three-fourths of her total for last time, or $600. This is an example of

Accepted Answer

A)  a direct forecast.
B)  a lost-horse forecast.
C)  a lost-cause forecast.
D)  an indirect forecast.
E)  an incremental forecast.F) B) and C)
G) D) and E)

Question 8

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.

Accepted Answer

A)  dependent variable
B)  independent variable
C)  hypothesis
D)  extraneous variable
E)  error variableF) B) and D)
G) C) and D)

Question 9

Generally, filmmakers want movie titles that are short, memorable, appealing to consumers, and have no legal restrictions. These are names that

Accepted Answer

A)  have the same factors that make a good brand name.
B)  seem familiar.
C)  use alliterative techniques.
D)  play it safe.
E)  appeal to multiple cultures.F) A) and E)
G) A) and D)

Question 10

Marketers are increasingly using online surveys to collect primary data. One advantage is that

Accepted Answer

A)  response rates are higher because consumers are anonymous.
B)  the quality of responses is better with online surveys than they are with personal interview surveys.
C)  turnaround time from data collection to report is much quicker than with traditional methods.
D)  consumers value e-mail surveys and feel highly regarded when receiving them.
E)  consumers want to be helpful so they complete the survey multiple times.F) B) and C)
G) B) and E)

Question 11

Analyzing the data obtained during the marketing research project and presenting the findings take place during which step of the five-step marketing research approach?

Accepted Answer

A)  Collect relevant information.
B)  Develop findings.
C)  Take marketing actions.
D)  Plan the budget.
E)  Identify constraints.F) B) and E)
G) A) and E)

Question 12

All of the following are sources of primary data except

Accepted Answer

A)  government publications.
B)  observational data.
C)  experiments.
D)  social media.
E)  panels.F) B) and C)
G) A) and B)

Question 13

Implementing marketing actions occurs during which step 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 actions.F) All of the above
G) C) and D)

Question 14

__________ surveys are the best choice if a marketing researcher wants flexibility in asking probing questions or getting reactions to visual materials.

Accepted Answer

A)  Personal interview
B)  Mail
C)  Telephone
D)  Fax
E)  OnlineF) D) and E)
G) A) and B)

Question 15

Marketing teams must be vigilant in looking for ways to improve the analysis and results in order to learn lessons that might apply to future marketing research efforts. Evaluating the results of marketing research 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 forecast 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)  collecting data from marketing experts about changes in the environment.F) A) and C)
G) B) and C)

Question 16

Marketing researchers are utilizing ___________ methods to observe responses to nonconscious stimuli.

Accepted Answer

A)  extrapolation
B)  supposition
C)  implication
D)  neuromarketing
E)  one-way mirrorsF) A) and B)
G) D) and E)

Question 17

Briefly explain the best-known statistical method, trend extrapolation, used by marketers to develop a company's sales forecasts. In your explanation, explain the strengths and weaknesses of using this method.

Accepted Answer

The best-known statistical method of for...

Question 18

In which step of the marketing research process are managers responsible for actions?

Accepted Answer

A)  Define the problem.
B)  Develop the research plan.
C)  Develop findings.
D)  Collect relevant information.
E)  Take marketing actionsF) C) and D)
G) A) and B)

Question 19

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)  closed-end
D)  fixed-alternative
E)  semantic differentialF) None of the above
G) B) and E)

Question 20

A(n)  __________ scale is one in which the respondent indicates the extent to which he or she agrees or disagrees with a statement.

Accepted Answer

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

Exam 8: Marketing Research: From Customer Insights to Actions

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 Answer
verified

Marketing researchers are utilizing ___________ methods to observe responses to nonconscious stimuli.

Correct Answer
verified

Analyzing the data obtained during the marketing research project and presenting the findings take place during which step of the five-step marketing research approach?

Correct Answer
verified

Generally, filmmakers want movie titles that are short, memorable, appealing to consumers, and have no legal restrictions. These are names that

Correct Answer
verified

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.

Correct Answer
verified

Research objectives are

Correct Answer
verified

Marketers are increasingly using online surveys to collect primary data. One advantage is that

Correct Answer
verified

All of the following are sources of primary data except

Correct Answer
verified

Marketing teams must be vigilant in looking for ways to improve the analysis and results in order to learn lessons that might apply to future marketing research efforts. Evaluating the results of marketing research involves

Correct Answer
verified

What are the three actions a marketing manager must take in the final step of the five-step marketing research approach?

Correct Answer
verified
The three actions a marketing manager mu...
View Answer

Why can't a marketing manager's decision making process stop when he or she has chosen the best alternative to solving a problem?

Correct Answer
verified
Effective marketing research doesn't sto...
View Answer

__________ surveys are the best choice if a marketing researcher wants flexibility in asking probing questions or getting reactions to visual materials.

Correct Answer
verified

The ___________________ interact to facilitate the work of the marketing researcher or data scientist.

Correct Answer
verified

When a marketing manager begins asking "what if" questions to determine how hypothetical changes in product or brand drivers can affect sales, she is performing __________ analysis.

Correct Answer
verified

In which step of the marketing research process are managers responsible for actions?

Correct Answer
verified

Implementing marketing actions occurs during which step of the five-step marketing research approach?

Correct Answer
verified

Briefly explain the best-known statistical method, trend extrapolation, used by marketers to develop a company's sales forecasts. In your explanation, explain the strengths and weaknesses of using this method.

Correct Answer
verified
The best-known statistical method of for...
View Answer

A(n) __________ scale is one in which the respondent indicates the extent to which he or she agrees or disagrees with a statement.

Correct Answer
verified

Correct Answer
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The 2012 __________ contains data on the number and sales of establishments in the United States that produce a product or service based on its geography, industry sector, and North American Industry Classification System code.

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

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

Marketing researchers are utilizing ___________ methods to observe responses to nonconscious stimuli.

Correct AnswerverifiedShow Answer

Analyzing the data obtained during the marketing research project and presenting the findings take place during which step of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

Generally, filmmakers want movie titles that are short, memorable, appealing to consumers, and have no legal restrictions. These are names that

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Research objectives are

Correct AnswerverifiedShow Answer

Marketers are increasingly using online surveys to collect primary data. One advantage is that

Correct AnswerverifiedShow Answer

All of the following are sources of primary data except

Correct AnswerverifiedShow Answer

Marketing teams must be vigilant in looking for ways to improve the analysis and results in order to learn lessons that might apply to future marketing research efforts. Evaluating the results of marketing research involves

Correct AnswerverifiedShow Answer

What are the three actions a marketing manager must take in the final step of the five-step marketing research approach?

Correct AnswerverifiedThe three actions a marketing manager mu...View AnswerShow Answer

Why can't a marketing manager's decision making process stop when he or she has chosen the best alternative to solving a problem?

Correct AnswerverifiedEffective marketing research doesn't sto...View AnswerShow Answer

__________ surveys are the best choice if a marketing researcher wants flexibility in asking probing questions or getting reactions to visual materials.

Correct AnswerverifiedShow Answer

The ___________________ interact to facilitate the work of the marketing researcher or data scientist.

Correct AnswerverifiedShow Answer

When a marketing manager begins asking "what if" questions to determine how hypothetical changes in product or brand drivers can affect sales, she is performing __________ analysis.

Correct AnswerverifiedShow Answer

In which step of the marketing research process are managers responsible for actions?

Correct AnswerverifiedShow Answer

Implementing marketing actions occurs during which step of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

Briefly explain the best-known statistical method, trend extrapolation, used by marketers to develop a company's sales forecasts. In your explanation, explain the strengths and weaknesses of using this method.

Correct AnswerverifiedThe best-known statistical method of for...View AnswerShow Answer

A(n) __________ scale is one in which the respondent indicates the extent to which he or she agrees or disagrees with a statement.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The 2012 __________ contains data on the number and sales of establishments in the United States that produce a product or service based on its geography, industry sector, and North American Industry Classification System code.

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
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Correct Answer
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The three actions a marketing manager mu...
View Answer

Correct Answer
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Effective marketing research doesn't sto...
View Answer

Correct Answer
verified

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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The best-known statistical method of for...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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