Question 1

What is a panel? How is it used in marketing research? What disadvantages are associated with panels?

Accepted Answer

A panel is a sample of consumers or stor...

Question 2

A common method of collecting questionnaire data to generate ideas that involves a single researcher asking questions of one respondent is

Accepted Answer

A)   a panel.
B)   a focus consultation.
C)   an individual interview.
D)   a face-to-face exchange.
E)   an interactional interview.F) B) and C)
G) B) and E)

Question 3

A test market for a new Kellogg's cereal is an example of

Accepted Answer

A)   hypothesis generation.
B)   an experiment.
C)   secondary data.
D)   virtual modeling.
E)   probability sampling.F) C) and E)
G) B) and E)

Question 4

Marketing research is

Accepted Answer

A)   the process of systematically collecting and analyzing information in order to define a marketing problem.
B)   the use of information technology to find objective solutions to a marketing problem.
C)   the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions.
D)   the use of subjective data such as interviews and observation to complement empirical data obtained through the use of information technology.
E)   the science of using observable human behavior in order to identify and solve marketing problems.F) A) and C)
G) B) and E)

Question 5

All of these are idea generation methods for collecting questionnaire data except which?

Accepted Answer

A)   a mail survey
B)   trend hunting
C)   a focus group
D)   a depth interview
E)   an individual interviewF) C) and E)
G) A) and C)

Question 6

The Nielsen Television Index Ranking reports the rating of each TV program. With 119 million TV households in the United States, a single rating point

Accepted Answer

A)   is not a good measurement of television viewership.
B)   equals one point on a 10-point scale.
C)   has limited impact on advertising rates for marketers.
D)   equals 1 percent, or 1,190,000 TV households.
E)   suggests that a show has very few viewers.F) A) and B)
G) B) and C)

Question 7

The purpose of Nielsen's Total Content Rating system is to

Accepted Answer

A)   expand its scope to include the effectiveness of online college courses.
B)   expand its scope to include satellite radio programming.
C)   combine its new online ratings with its existing TV ratings.
D)   expand its ratings to combine various global markets.
E)   gain access to every American home that owns a television, mobile phone, or computer.F) C) and D)
G) B) and C)

Question 8

Each survey method, from focus groups to personal interviews, results in valuable ________, which are facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors.

Accepted Answer

A)   hypothetical data
B)   generative data
C)   evaluative data
D)   questionnaire data
E)   experiential dataF) C) and D)
G) A) and C)

Question 9

The retail mall owner told a marketing researcher, "We have the option of staying open late twice a week or opening up an hour early every day. We need to know which will be most profitable since we cannot do both. The decision must be made in 11 weeks and we only have $10,000 budgeted for this research project." In which step of the marketing research process would the owner determine this budget and time frame?

Accepted Answer

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

Question 10

The extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions is referred to as

Accepted Answer

A)   predictive analysis.
B)   information extraction.
C)   variable analysis.
D)   database management.
E)   data mining.F) A) and B)
G) B) and D)

Question 11

In marketing experiments, the independent variables of interest, sometimes called the marketing ________, are often one or more of the marketing mix elements.

Accepted Answer

A)   factors
B)   drivers
C)   forces
D)   actions
E)   causalitiesF) B) and E)
G) B) and D)

Question 12

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) None of the above
G) All of the above

Question 13

Making recommendations, implementing those recommendations, and evaluating the results 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 problem.F) C) and D)
G) A) and E)

Question 14

A market researcher showed a plain print ad of a new brand of designer jeans to several groups of college students and asked the students to rate the quality of the jeans. Then the researcher showed some other college students a print ad featuring movie star Scarlett Johansson wearing the new brand and again asked the students to rate the quality of the jeans. The marketer predicted that after viewing the ad featuring Johansson, the students' ratings of the jeans would be more positive than previously. In this experiment, students' ratings of the new blue jeans served as the

Accepted Answer

A)   dependent variable.
B)   independent variable.
C)   social environmental force.
D)   secondary data.
E)   constraint.F) C) and D)
G) A) and E)

Question 15

Figure 8-1
-According to Figure 8-1 above, what does C represent in the marketing research process?

Accepted Answer

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

Question 16

There are two key elements when defining a marketing research problem. One of these is

Accepted Answer

A)   specify constraints.
B)   set the research objectives.
C)   determine how to collect data.
D)   evaluate previous research results.
E)   identify desired solutions.F) C) and D)
G) A) and D)

Question 17

People posing as customers who are paid to check on the quality of a company's products and services and write a detailed report on the experience are

Accepted Answer

A)   mystery shoppers.
B)   customer ombudsmen.
C)   secret customers.
D)   social media influencers.
E)   repeat customers.F) All of the above
G) B) and D)

Question 18

If a marketing manager queries his marketing databases to determine the effect of three different levels of price for a new product, he is using

Accepted Answer

A)   action analysis.
B)   an environmental scan.
C)   a problem search.
D)   situational analysis.
E)   sensitivity analysis.F) All of the above
G) A) and E)

Question 19

In setting research objectives, marketers have to be clear on the purpose of research they are about to do that leads to marketing actions. The three main types of marketing research include descriptive research, causal research, and ________ research.

Accepted Answer

A)   virtual
B)   exploratory
C)   financial
D)   interdisciplinary
E)   interactiveF) C) and D)
G) B) and C)

Question 20

Figure 8-6AConsider 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?

Accepted Answer

A)   45 and older
B)   once a week or more
C)   25 to 44
D)   once a month or less
E)   under 25F) All of the above
G) A) and C)

Exam 8: Marketing Research: From Customer Insights to Actions

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

A test market for a new Kellogg's cereal is an example of

Correct Answer
verified

A common method of collecting questionnaire data to generate ideas that involves a single researcher asking questions of one respondent is

Correct Answer
verified

In marketing experiments, the independent variables of interest, sometimes called the marketing ________, are often one or more of the marketing mix elements.

Correct Answer
verified

In setting research objectives, marketers have to be clear on the purpose of research they are about to do that leads to marketing actions. The three main types of marketing research include descriptive research, causal research, and ________ research.

Correct Answer
verified

The purpose of Nielsen's Total Content Rating system is to

Correct Answer
verified

The extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions is referred to as

Correct Answer
verified

What is a panel? How is it used in marketing research? What disadvantages are associated with panels?

Correct Answer
verified
A panel is a sample of consumers or stor...
View Answer

All of these are idea generation methods for collecting questionnaire data except which?

Correct Answer
verified

People posing as customers who are paid to check on the quality of a company's products and services and write a detailed report on the experience are

Correct Answer
verified

Each survey method, from focus groups to personal interviews, results in valuable ________, which are facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors.

Correct Answer
verified

Figure 8-1 -According to Figure 8-1 above, what does C represent in the marketing research process?

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

The Nielsen Television Index Ranking reports the rating of each TV program. With 119 million TV households in the United States, a single rating point

Correct Answer
verified

Marketing research is

Correct Answer
verified

There are two key elements when defining a marketing research problem. One of these is

Correct Answer
verified

Correct Answer
verified

If a marketing manager queries his marketing databases to determine the effect of three different levels of price for a new product, he is using

Correct Answer
verified

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

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

A test market for a new Kellogg's cereal is an example of

Correct AnswerverifiedShow Answer

A common method of collecting questionnaire data to generate ideas that involves a single researcher asking questions of one respondent is

Correct AnswerverifiedShow Answer

In marketing experiments, the independent variables of interest, sometimes called the marketing ________, are often one or more of the marketing mix elements.

Correct AnswerverifiedShow Answer

In setting research objectives, marketers have to be clear on the purpose of research they are about to do that leads to marketing actions. The three main types of marketing research include descriptive research, causal research, and ________ research.

Correct AnswerverifiedShow Answer

The purpose of Nielsen's Total Content Rating system is to

Correct AnswerverifiedShow Answer

The extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions is referred to as

Correct AnswerverifiedShow Answer

What is a panel? How is it used in marketing research? What disadvantages are associated with panels?

Correct AnswerverifiedA panel is a sample of consumers or stor...View AnswerShow Answer

All of these are idea generation methods for collecting questionnaire data except which?

Correct AnswerverifiedShow Answer

People posing as customers who are paid to check on the quality of a company's products and services and write a detailed report on the experience are

Correct AnswerverifiedShow Answer

Each survey method, from focus groups to personal interviews, results in valuable ________, which are facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors.

Correct AnswerverifiedShow Answer

Figure 8-1 -According to Figure 8-1 above, what does C represent in the marketing research process?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The Nielsen Television Index Ranking reports the rating of each TV program. With 119 million TV households in the United States, a single rating point

Correct AnswerverifiedShow Answer

Marketing research is

Correct AnswerverifiedShow Answer

There are two key elements when defining a marketing research problem. One of these is

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

If a marketing manager queries his marketing databases to determine the effect of three different levels of price for a new product, he is using

Correct AnswerverifiedShow Answer

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
verified
A panel is a sample of consumers or stor...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
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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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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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