Question 1

A collection of databases,or __________,is where a firm's ocean of marketing data is stored.

Accepted Answer

A)  data vault
B)  data depot
C)  data warehouse
D)  data storehouse
E)  data stockroomF) A) and B)
G) A) and E)

Question 2

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

Accepted Answer

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

Question 3

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) A) and B)

Question 4

The retail mall owner told the 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 this statement have been made?

Accepted Answer

A)  define the problem
B)  develop the research plan
C)  collect relevant information
D)  develop findings and recommendations
E)  take marketing actionsF) A) and E)
G) B) and E)

Question 5

Explain why measures of success are important to effective decision makers and give an example of one.

Accepted Answer

Measures of success are criteria or stan...

Question 6

Briefly explain the difference between a direct forecast and a lost-horse forecast.

Accepted Answer

A direct forecast involves estimating th...

Question 7

Another name of a closed-end question is a(n) __________ question.

Accepted Answer

A)  Likert scale
B)  dichotomous
C)  leading
D)  semantic differential
E)  fixed-alternativeF) B) and D)
G) A) and B)

Question 8

When Home Depot entered the Quebec market in Canada,two percent of the population were aware of the retail chain.To determine how effective its advertising was in the first 18 months of its presence in Quebec,the firm conducted awareness research for a second time.Prior to conducting the research,it was decided that if at least 50 percent of a 600-person sample of the population were aware of the Home Depot brand,it would continue its present advertising program.This is an example of a(n)

Accepted Answer

A)  objective.
B)  constraint.
C)  assumption.
D)  measure of success.
E)  barrier to entry.F) A) and E)
G) C) and D)

Question 9

The most common way of collecting questionnaire data to generate ideas,which involves a single researcher asking questions of one respondent,is referred to as a(n)

Accepted Answer

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

Question 10

The facts and figures related to the problem are referred to as __________.

Accepted Answer

A)  data
B)  statistics
C)  variables
D)  concepts
E)  constraintsF) D) and E)
G) A) and C)

Question 11

A disadvantage of a __________ is that the marketing research firm needs to recruit new members continually to replace those who drop out.

Accepted Answer

A)  representative group
B)  mall intercept interviews
C)  focus group
D)  survey of experts
E)  panelF) B) and D)
G) A) and E)

Question 12

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to 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 marketing research firm hired to conduct the research study has six months to gather,analyze,and present its data to DirectProtect.The required time frame is an example of a(n)

Accepted Answer

A)  dependent variable.
B)  obstruction.
C)  objective.
D)  constraint.
E)  independent variable.F) A) and C)
G) A) and D)

Question 13

When Karsh & Hagan Advertising Agency uses information found in Nielsen Television Index Ranking Report published by Nielsen Media Research to plan television advertising schedules for its clients,it is relying on __________ data.

Accepted Answer

A)  neuromarketing
B)  primary
C)  internal secondary
D)  observational
E)  external secondaryF) None of the above
G) B) and D)

Question 14

Penningtons Superstore specializes in plus-size fashions for women.It recognized a potential marketing opportunity in plus-size junior clothes and was considering adding a line of teen plus-sizes to its 117 stores.Before doing so,it contracted with a marketing research firm to make sure that the teen plus-size market was a viable one.It told the research company it needed the results of its study by September 15 so it could introduce the line the following March,if the market was viable.The major constraint for the marketing research firm in this scenario would be __________.

Accepted Answer

A)  collecting secondary data
B)  finding primary research candidates to interview
C)  meeting the time deadline
D)  establishing measures of success
E)  locating age-appropriate styles in plus sizesF) B) and E)
G) A) and C)

Question 15

Figure 8-7C above shows that

Accepted Answer

A)  Tony's Pizza sales to households with 5 or more people increased over the period 2010 and 2013.
B)  households with 5 or more people bought the least amount of Tony's Pizza over the period 2010 and 2013.
C)  from 2010 and 2013,as single people married and became two person households,the increase in sales of Tony's Pizza was greater than the expected 200% change.
D)  Tony's Pizza sales to households with 2 people have remained relatively steady from 2010 and 2013.
E)  the changes from year to year are really not significant since overall sales of Tony's Pizza have continued to increase.F) A) and B)
G) C) and E)

Question 16

Marketing researchers use tracking studies immediately before an upcoming film's release to

Accepted Answer

A)  identify any factual errors or inconsistencies in the storyline.
B)  nominate specific actors or actresses for industry awards.
C)  forecast a movie's opening weekend box office revenues.
D)  select the best geographical location for the movie's premiere.
E)  make changes to the movie's release based upon professional critics' reviews.F) A) and C)
G) A) and B)

Question 17

Figure 8-2A above shows the two main types of data.If "A" represents the facts and figures that are newly collected for the project,which type of data is "A?"

Accepted Answer

A)  internal primary data
B)  secondary data
C)  external primary data
D)  primary data
E)  internal secondary dataF) None of the above
G) D) and E)

Question 18

Mall intercept interviews refer to

Accepted Answer

A)  impersonal data collection methods in strip shopping malls.
B)  telephone interviews with consumers about their shopping center habits.
C)  scientifically-selected individuals from the local community who agree to participate in a research study and are directed to go to a specific shopping center where the interviews will be conducted.
D)  focus groups located in major shopping centers.
E)  personal interviews of consumers visiting shopping centers.F) B) and E)
G) A) and B)

Question 19

A publishing company sponsors an informal one-time-only session with seven college instructors who use a given principles of management textbook.The instructors meet with a moderator who asks their opinions about the textbook,its instructor's manual,its PowerPoint slides,and its video and written cases.This is an example of a(n)

Accepted Answer

A)  jury of executive thought.
B)  consumer panel.
C)  information forum.
D)  focus group.
E)  depth interview.F) None of the above
G) A) and D)

Question 20

All of the following are challenges marketers face when conducting marketing research EXCEPT:

Accepted Answer

A)  Will consumers' actual purchase behaviors match their stated interests or intentions?
B)  Will consumers reveal honest answers to questions about their personal hygiene habits?
C)  Will consumers buy the same brand they say they will?
D)  Will consumers accept a small gratuity for participating in a market research study for a new or existing product?
E)  Will consumers really know whether they are likely to buy a new product that they have never thought about before?F) A) and B)
G) A) and C)

Exam 8: Marketing Research: From Customer Insights to Actions

Briefly explain the difference between a direct forecast and a lost-horse forecast.

Correct Answer
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A direct forecast involves estimating th...
View Answer

Another name of a closed-end question is a(n) __________ question.

Correct Answer
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Figure 8-7C above shows that

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

Correct Answer
verified

Correct Answer
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Explain why measures of success are important to effective decision makers and give an example of one.

Correct Answer
verified
Measures of success are criteria or stan...
View Answer

Marketing researchers use tracking studies immediately before an upcoming film's release to

Correct Answer
verified

The facts and figures related to the problem are referred to as __________.

Correct Answer
verified

A collection of databases,or __________,is where a firm's ocean of marketing data is stored.

Correct Answer
verified

The most common way of collecting questionnaire data to generate ideas,which involves a single researcher asking questions of one respondent,is referred to as a(n)

Correct Answer
verified

Figure 8-2A above shows the two main types of data.If "A" represents the facts and figures that are newly collected for the project,which type of data is "A?"

Correct Answer
verified

All of the following are challenges marketers face when conducting marketing research EXCEPT:

Correct Answer
verified

Correct Answer
verified

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

Mall intercept interviews refer to

Correct Answer
verified

When Karsh & Hagan Advertising Agency uses information found in Nielsen Television Index Ranking Report published by Nielsen Media Research to plan television advertising schedules for its clients,it is relying on __________ data.

Correct Answer
verified

Correct Answer
verified

A disadvantage of a __________ is that the marketing research firm needs to recruit new members continually to replace those who drop out.

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

Briefly explain the difference between a direct forecast and a lost-horse forecast.

Correct AnswerverifiedA direct forecast involves estimating th...View AnswerShow Answer

Another name of a closed-end question is a(n) __________ question.

Correct AnswerverifiedShow Answer

Figure 8-7C above shows that

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Explain why measures of success are important to effective decision makers and give an example of one.

Correct AnswerverifiedMeasures of success are criteria or stan...View AnswerShow Answer

Marketing researchers use tracking studies immediately before an upcoming film's release to

Correct AnswerverifiedShow Answer

The facts and figures related to the problem are referred to as __________.

Correct AnswerverifiedShow Answer

A collection of databases,or __________,is where a firm's ocean of marketing data is stored.

Correct AnswerverifiedShow Answer

The most common way of collecting questionnaire data to generate ideas,which involves a single researcher asking questions of one respondent,is referred to as a(n)

Correct AnswerverifiedShow Answer

Figure 8-2A above shows the two main types of data.If "A" represents the facts and figures that are newly collected for the project,which type of data is "A?"

Correct AnswerverifiedShow Answer

All of the following are challenges marketers face when conducting marketing research EXCEPT:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Mall intercept interviews refer to

Correct AnswerverifiedShow Answer

When Karsh & Hagan Advertising Agency uses information found in Nielsen Television Index Ranking Report published by Nielsen Media Research to plan television advertising schedules for its clients,it is relying on __________ data.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A disadvantage of a __________ is that the marketing research firm needs to recruit new members continually to replace those who drop out.

Correct AnswerverifiedShow Answer

Correct Answer
verified
A direct forecast involves estimating th...
View Answer

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Correct Answer
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Correct Answer
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verified
Measures of success are criteria or stan...
View Answer

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