Question 1

What is neuromarketing?

Accepted Answer

A)   the analysis of consumer comments on social media in order to understand consumers' thoughts and opinions
B)   the use of psychological principles to design marketing research studies
C)   the process of examining consumers' brain patterns to determine their responses to marketing communications, products, or services for the purpose of developing marketing tactics or strategies
D)   the use of neural networks to perform data mining and develop marketing insights
E)   the use of in-depth interviews to map detailed networks of information storage in the brainF) None of the above
G) A) and C)

Question 2

Before conducting marketing research, it is important to establish in advance exactly what problem needs to be solved.

Accepted Answer

A) True 
 B)False

Question 3

Every month, Dr. Combahee takes her staff to lunch and asks them to share patients' comments and concerns. Dr. Combahee uses the lunches as an informal marketing research effort intended primarily to

Accepted Answer

A)   provide a link between herself and her profession.
B)   help her understand the needs of her customers.
C)   monitor her competitors.
D)   decrease the uncertainty associated with decision making.
E)   improve profitability.F) C) and E)
G) None of the above

Question 4

All of the following data sources would be considered sources of external secondary data except

Accepted Answer

A)   U.S. Census data.
B)   syndicated data.
C)   newspaper articles.
D)   scanner data.
E)   a survey.F) None of the above
G) A) and E)

Question 5

Mattel wanted to determine if a new toy would appeal to preschoolers, so it put six 4-year-olds in a room with several toys and waited to see which ones they played with. What form of research is this?

Accepted Answer

A)   experiment
B)   focus group
C)   observation
D)   neuromarketing
E)   panelF) A) and B)
G) A) and C)

Question 6

Warren is conducting a marketing research project. He is not sure what questions to ask or what types of consumers he should talk to. Therefore, Warren should begin by conducting quantitative research.

Accepted Answer

A) True 
 B)False

Question 7

Wanda and Jim are working on a research project to anticipate customer attitudes toward a proposed new product line for their company. They have worked with the marketing manager to determine the answers that are needed and have created a detailed design of the project. Their next logical step will be to

Accepted Answer

A)   develop a budget.
B)   begin to collect data.
C)   summarize their preliminary conclusions to present to managers.
D)   begin recommending changes to the new product line.
E)   analyze the data.F) None of the above
G) A) and B)

Question 8

Betty decided to open up a tea shop in the center of town right near a fitness center. She wanted to know which brand of tea would be most popular among health-conscious individuals. She had two of her staff members stand outside the shop and invite everyone exiting the fitness center for a free cup of tea of their choosing. This customer group is known as a

Accepted Answer

A)   sample.
B)   focus group.
C)   target market.
D)   demographic.
E)   potential customer.F) D) and E)
G) A) and C)

Question 9

Quantitative research offers a means to confirm ideas through

Accepted Answer

A)   surveys or experiments.
B)   in-depth interviews.
C)   data mining.
D)   qualitative research.
E)   informal analysis.F) None of the above
G) C) and D)

Question 10

From charitable giving to medical records to Internet tracking, consumers are more anxious than ever about

Accepted Answer

A)   secondary data retrieval systems.
B)   exploitation by foreign marketers.
C)   their ability to get credit cards.
D)   their fundamental right to privacy.
E)   the unstructured nature of marketing research.F) A) and E)
G) All of the above

Question 11

Qualtrics, SurveyMonkey, and Zoomerang are examples of

Accepted Answer

A)   online survey software.
B)   biometric data companies.
C)   data warehouses.
D)   syndicated data companies.
E)   focus group programs.F) None of the above
G) A) and B)

Question 12

With more than 200 million active customers and billions of pieces of shopping data, Amazon qualifies as a

Accepted Answer

A)   big data user.
B)   syndicated data user.
C)   mining data user.
D)   panel data user.
E)   survey data user.F) A) and C)
G) B) and D)

Question 13

How can developing a questionnaire be part art and part science?

Accepted Answer

The questions must be carefully designed to address the specific set of research questions. Moreover, for a questionnaire to produce meaningful results, its questions cannot be misleading in any fashion (e.g., open to multiple interpretations), and they must address only one issue at a time. They also must be worded in vocabulary that will be familiar and comfortable to those being surveyed. The questions should be sequenced appropriately: general questions first, more specific questions next, and demographic questions at the end. Finally, the layout and appearance of the questionnaire must be professional and easy to follow, with appropriate instructions in suitable places.

Question 14

Panel data are always secondary data.

Accepted Answer

A) True 
 B)False  False

Question 15

In the marketing research process, data collection happens after research design.

Accepted Answer

A) True 
 B)False

Question 16

One of the benefits of marketing research that it reduces the uncertainty under which managers make decisions.

Accepted Answer

A) True 
 B)False

Question 17

In 2005, a new federal law allowed consumers once-a-year free access to their credit reports. Many consumers who accessed their credit reports were surprised by the amount of information collected. What can marketers and marketing researchers do to minimize consumers' privacy fears?

Accepted Answer

Marketers can minimize these fears by re...

Question 18

Which of the following provides the information needed to confirm insights and hypotheses and help managers pursue appropriate courses of action?

Accepted Answer

A)   quantitative research
B)   qualitative research
C)   observation research
D)   in-depth interviews
E)   social media monitoringF) D) and E)
G) A) and C)

Question 19

Marketing research should be used only to produce favorable recommendations for senior management to consider.

Accepted Answer

A) True 
 B)False  False

Question 20

Marketers of retail giants such as Walmart have learned that people tend to buy certain products at the same time, for example, toothpaste and dental floss or paper towels and paper plates. Knowing this, Walmart will promote and display these products together. To uncover these customer purchasing patterns, marketers use

Accepted Answer

A)   data isolation.
B)   data mining.
C)   secondary data collection.
D)   sentiment mining.
E)   qualitative research.F) B) and E)
G) D) and E)

Exam 10: Marketing Research

What is neuromarketing?

Correct Answer
verified

Before conducting marketing research, it is important to establish in advance exactly what problem needs to be solved.

Correct Answer
verified

Every month, Dr. Combahee takes her staff to lunch and asks them to share patients' comments and concerns. Dr. Combahee uses the lunches as an informal marketing research effort intended primarily to

Correct Answer
verified

All of the following data sources would be considered sources of external secondary data except

Correct Answer
verified

Mattel wanted to determine if a new toy would appeal to preschoolers, so it put six 4-year-olds in a room with several toys and waited to see which ones they played with. What form of research is this?

Correct Answer
verified

Warren is conducting a marketing research project. He is not sure what questions to ask or what types of consumers he should talk to. Therefore, Warren should begin by conducting quantitative research.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Quantitative research offers a means to confirm ideas through

Correct Answer
verified

From charitable giving to medical records to Internet tracking, consumers are more anxious than ever about

Correct Answer
verified

Qualtrics, SurveyMonkey, and Zoomerang are examples of

Correct Answer
verified

With more than 200 million active customers and billions of pieces of shopping data, Amazon qualifies as a

Correct Answer
verified

How can developing a questionnaire be part art and part science?

Panel data are always secondary data.

Correct Answer
verified
False

In the marketing research process, data collection happens after research design.

Correct Answer
verified

One of the benefits of marketing research that it reduces the uncertainty under which managers make decisions.

Correct Answer
verified

In 2005, a new federal law allowed consumers once-a-year free access to their credit reports. Many consumers who accessed their credit reports were surprised by the amount of information collected. What can marketers and marketing researchers do to minimize consumers' privacy fears?

Correct Answer
verified
Marketers can minimize these fears by re...
View Answer

Which of the following provides the information needed to confirm insights and hypotheses and help managers pursue appropriate courses of action?

Correct Answer
verified

Marketing research should be used only to produce favorable recommendations for senior management to consider.

Correct Answer
verified
False

Correct Answer
verified

Exam 10: Marketing Research

What is neuromarketing?

Correct AnswerverifiedShow Answer

Before conducting marketing research, it is important to establish in advance exactly what problem needs to be solved.

Correct AnswerverifiedShow Answer

Every month, Dr. Combahee takes her staff to lunch and asks them to share patients' comments and concerns. Dr. Combahee uses the lunches as an informal marketing research effort intended primarily to

Correct AnswerverifiedShow Answer

All of the following data sources would be considered sources of external secondary data except

Correct AnswerverifiedShow Answer

Mattel wanted to determine if a new toy would appeal to preschoolers, so it put six 4-year-olds in a room with several toys and waited to see which ones they played with. What form of research is this?

Correct AnswerverifiedShow Answer

Warren is conducting a marketing research project. He is not sure what questions to ask or what types of consumers he should talk to. Therefore, Warren should begin by conducting quantitative research.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Quantitative research offers a means to confirm ideas through

Correct AnswerverifiedShow Answer

From charitable giving to medical records to Internet tracking, consumers are more anxious than ever about

Correct AnswerverifiedShow Answer

Qualtrics, SurveyMonkey, and Zoomerang are examples of

Correct AnswerverifiedShow Answer

With more than 200 million active customers and billions of pieces of shopping data, Amazon qualifies as a

Correct AnswerverifiedShow Answer

How can developing a questionnaire be part art and part science?

Panel data are always secondary data.

Correct AnswerverifiedFalse

In the marketing research process, data collection happens after research design.

Correct AnswerverifiedShow Answer

One of the benefits of marketing research that it reduces the uncertainty under which managers make decisions.

Correct AnswerverifiedShow Answer

In 2005, a new federal law allowed consumers once-a-year free access to their credit reports. Many consumers who accessed their credit reports were surprised by the amount of information collected. What can marketers and marketing researchers do to minimize consumers' privacy fears?

Correct AnswerverifiedMarketers can minimize these fears by re...View AnswerShow Answer

Which of the following provides the information needed to confirm insights and hypotheses and help managers pursue appropriate courses of action?

Correct AnswerverifiedShow Answer

Marketing research should be used only to produce favorable recommendations for senior management to consider.

Correct AnswerverifiedFalse

Correct AnswerverifiedShow Answer

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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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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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False

Correct Answer
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Correct Answer
verified

Correct Answer
verified
Marketers can minimize these fears by re...
View Answer

Correct Answer
verified

Correct Answer
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False

Correct Answer
verified