Question 1

Figure 8-4: Question 2
-Another name of a closed-end question is a(n) __________ question.

Accepted Answer

A)   Likert scale
B)   fixed-alternative
C)   dichotomous
D)   leading
E)   semantic differentialF) A) and D)
G) B) and D)

Question 2

Eppie's Used Cars wanted to determine whether straight price discounting worked better than a free gift.It ran two different television commercials on alternate Wednesdays.Commercial A offered 20 percent off Blue Book price for any 4-wheel-drive vehicle on the lot while Commercial B offered a free tent with the purchase of any 4-wheel-drive vehicle at Blue Book price.The offer was the __________ variable.How many people responded to each type of offer was the __________,and would suggest whether straight discounting or a gift incentive was the better strategy for increasing traffic.

Accepted Answer

A)   marketing; dependent variable
B)   dependent ; independent variable
C)   control data; independent variable
D)   independent; dependent variable
E)   dependent; control dataF) B) and C)
G) None of the above

Question 3

__________ method has two advantages over other traditional methods of data collection: the cost is relatively minimal and the turnaround time for data collection to report presentation is much quicker.

Accepted Answer

A)   personal interview
B)   telephone interview
C)   online survey
D)   mail survey
E)   fax surveyF) All of the above
G) A) and D)

Question 4

Figure 8-2b
-Figure 8-2b above shows that primary data may be divided into three related parts.If "C" represents data collected from mechanical,personal,or neuromarketing methods,which type of data is "C?"

Accepted Answer

A)   questionnaire data
B)   mined data
C)   internal secondary data
D)   external secondary data
E)   observational dataF) A) and E)
G) A) and D)

Question 5

direct forecast involves estimating the value to be forecast and

Accepted Answer

A)   making decisions without any intervening steps.
B)   halving the highest values and doubling the lowest values to determine an acceptable forecast range.
C)   selecting the alternative that holds the greatest consensus within the management team.
D)   then conducting a sensitivity analysis to determine price elasticity.
E)   selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts are incorrect.F) B) and C)
G) A) and E)

Question 6

a marketing manager begins asking "what if" questions to determine how changes in a factor like price or advertising affect marketing results like sales or profits,she is performing a(n) __________ analysis.

Accepted Answer

A)   marketing
B)   environmental
C)   structured
D)   query
E)   sensitivityF) A) and B)
G) A) and C)

Question 7

Figure 8-2b
-Figure 8-2b above shows that secondary data may be divided into two related parts.If "B" represents data collected from the U.S.Census Bureau,trade association studies,business periodicals,etc.,which type of data is "B?"

Accepted Answer

A)   questionnaire data
B)   mined data
C)   internal secondary data
D)   external secondary data
E)   observational dataF) C) and E)
G) A) and B)

Question 8

Three frequently used sales forecasting techniques are (1) judgments of the decision maker; (2) surveys of knowledgeable groups; and (3) __________.

Accepted Answer

A)   heuristic prognostications
B)   customer contracts
C)   trade association experts
D)   statistical methods
E)   empirical studiesF) A) and D)
G) C) and D)

Question 9

conducting marketing research on Facebook for Carmex,Jeff Gerst is considering using a marketing metric that measures how active its Facebook audience is with Carmex,such as when consumers post a comment on the Carmex wall or reply to one of the Carmex posts.This metric is called Carmex

Accepted Answer

A)   Sentiment.
B)   Share of Voice.
C)   Engagement.
D)   Conversation Velocity.
E)   Likes.F) B) and C)
G) A) and E)

Question 10

Several market research companies pay households and businesses to record all their purchases using a paper or electronic diary,which allows for an economical way to collect consistent data over time.These data are referred to as __________.

Accepted Answer

A)   sponsored data
B)   data reciprocity
C)   syndicated sampling
D)   syndicated panel data
E)   data journalingF) C) and D)
G) A) and E)

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 target market segments.
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 promotions and their releases.F) D) and E)
G) C) and D)

Question 12

Watch was a teen publication given out free to high school students,but the publication was unable to deliver the response rates to coupons or sample offers that its advertisers expected.After defining the problem,its publisher developed a research plan,gathered information from teen focus groups,analyzed the findings,and replaced Watch magazine with Fuel for boys and Verve for girls.How would a marketer judge the publisher's actions?

Accepted Answer

A)   Why fix something that is not broken? The magazine was still attracting some advertisers.
B)   It made a big deal out of a small decline-a few copy changes would have been enough.
C)   The approach it took was too complicated and costly to provide an effective solution to the problem.
D)   It took a systematic approach to analyzing the problem and responded to its advertisers' concerns.
E)   This publisher used an approach that works for corporations but will just waste time for a small publisher.F) A) and B)
G) All of the above

Question 13

Marketing Research Method Photo A
-Consider the Marketing Research Method Photo A above.What type of primary research method is MOST LIKELY being used?

Accepted Answer

A)   extrapolation
B)   hypothesizing
C)   neuromarketing
D)   deduction
E)   conjectureF) B) and E)
G) A) and B)

Question 14

of the following are examples of marketing input data EXCEPT:

Accepted Answer

A)   advertising budgets.
B)   call reports.
C)   billing records.
D)   sales budgets.
E)   advertising expenses.F) A) and E)
G) C) and E)

Question 15

a marketing researcher uses a collection of reports,customer letters,financial statements,and surveys from different departments within her firm,she is using

Accepted Answer

A)   internal secondary data.
B)   primary data.
C)   external secondary data.
D)   sensitivity analysis.
E)   probability data.F) None of the above
G) A) and B)

Question 16

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

Accepted Answer

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

Question 17

Figure 8-4: Question 9
-Consider Figure 8-4: Question 9 above,which is part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Which of the following statements MOST LIKELY explains why Question 9 was included in the questionnaire?

Accepted Answer

A)   Wendy's wanted to know if children eat at its restaurants.
B)   Wendy's wanted to know why people have children under age 18 living at home.
C)   Wendy's can use these personal and household demographic characteristics to segment the fast-food market.
D)   Wendy's wants to know how much people earn so it knows whether it should take credit cards for purchases.
E)   Wendy's wanted to send these respondents coupons for the products that would appeal to them most.F) None of the above
G) A) and C)

Question 18

Figure 8-6B: Average Annual Sales of Tony's Pizza per Household
-Figure 8-6B above shows the average unit sales per household,by household size for Tony's Pizza.Analyze this chart.What findings would you present to a supervisor?

Accepted Answer

Numbers on the vertical axis-units of To...

Question 19

Facts and figures that are newly collected for a project at hand are referred to as

Accepted Answer

A)   statistical data.
B)   empirical data.
C)   secondary data.
D)   primary data.
E)   inferential data.F) A) and B)
G) A) and C)

Question 20

is the difference between a semantic differential scale and a Likert scale?

Accepted Answer

Both are used with fixed alternative que...

Exam 8: Marketing Research: From Customer Insights to Actions

Figure 8-6B: Average Annual Sales of Tony's Pizza per Household -Figure 8-6B above shows the average unit sales per household,by household size for Tony's Pizza.Analyze this chart.What findings would you present to a supervisor?

Correct Answer
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Numbers on the vertical axis-units of To...
View Answer

is the difference between a semantic differential scale and a Likert scale?

Correct Answer
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Both are used with fixed alternative que...
View Answer

Figure 8-4: Question 2 -Another name of a closed-end question is a(n) __________ question.

Correct Answer
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Facts and figures that are newly collected for a project at hand are referred to as

Correct Answer
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direct forecast involves estimating the value to be forecast and

Correct Answer
verified

conducting marketing research on Facebook for Carmex,Jeff Gerst is considering using a marketing metric that measures how active its Facebook audience is with Carmex,such as when consumers post a comment on the Carmex wall or reply to one of the Carmex posts.This metric is called Carmex

Correct Answer
verified

a marketing manager begins asking "what if" questions to determine how changes in a factor like price or advertising affect marketing results like sales or profits,she is performing a(n) __________ analysis.

Correct Answer
verified

Figure 8-2b -Figure 8-2b above shows that secondary data may be divided into two related parts.If "B" represents data collected from the U.S.Census Bureau,trade association studies,business periodicals,etc.,which type of data is "B?"

Correct Answer
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Several market research companies pay households and businesses to record all their purchases using a paper or electronic diary,which allows for an economical way to collect consistent data over time.These data are referred to as __________.

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

Correct Answer
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Correct Answer
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Figure 8-2b -Figure 8-2b above shows that primary data may be divided into three related parts.If "C" represents data collected from mechanical,personal,or neuromarketing methods,which type of data is "C?"

Correct Answer
verified

Three frequently used sales forecasting techniques are (1) judgments of the decision maker; (2) surveys of knowledgeable groups; and (3) __________.

Correct Answer
verified

of the following are examples of marketing input data EXCEPT:

Correct Answer
verified

a marketing researcher uses a collection of reports,customer letters,financial statements,and surveys from different departments within her firm,she is using

Correct Answer
verified

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

Correct Answer
verified

__________ method has two advantages over other traditional methods of data collection: the cost is relatively minimal and the turnaround time for data collection to report presentation is much quicker.

Correct Answer
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Correct Answer
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Marketing Research Method Photo A -Consider the Marketing Research Method Photo A above.What type of primary research method is MOST LIKELY being used?

Correct Answer
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Figure 8-4: Question 9 -Consider Figure 8-4: Question 9 above,which is part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Which of the following statements MOST LIKELY explains why Question 9 was included in the questionnaire?

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

Figure 8-6B: Average Annual Sales of Tony's Pizza per Household -Figure 8-6B above shows the average unit sales per household,by household size for Tony's Pizza.Analyze this chart.What findings would you present to a supervisor?

Correct AnswerverifiedNumbers on the vertical axis-units of To...View AnswerShow Answer

is the difference between a semantic differential scale and a Likert scale?

Correct AnswerverifiedBoth are used with fixed alternative que...View AnswerShow Answer

Figure 8-4: Question 2 -Another name of a closed-end question is a(n) __________ question.

Correct AnswerverifiedShow Answer

Facts and figures that are newly collected for a project at hand are referred to as

Correct AnswerverifiedShow Answer

direct forecast involves estimating the value to be forecast and

Correct AnswerverifiedShow Answer

conducting marketing research on Facebook for Carmex,Jeff Gerst is considering using a marketing metric that measures how active its Facebook audience is with Carmex,such as when consumers post a comment on the Carmex wall or reply to one of the Carmex posts.This metric is called Carmex

Correct AnswerverifiedShow Answer

a marketing manager begins asking "what if" questions to determine how changes in a factor like price or advertising affect marketing results like sales or profits,she is performing a(n) __________ analysis.

Correct AnswerverifiedShow Answer

Figure 8-2b -Figure 8-2b above shows that secondary data may be divided into two related parts.If "B" represents data collected from the U.S.Census Bureau,trade association studies,business periodicals,etc.,which type of data is "B?"

Correct AnswerverifiedShow Answer

Several market research companies pay households and businesses to record all their purchases using a paper or electronic diary,which allows for an economical way to collect consistent data over time.These data 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

Correct AnswerverifiedShow Answer

Figure 8-2b -Figure 8-2b above shows that primary data may be divided into three related parts.If "C" represents data collected from mechanical,personal,or neuromarketing methods,which type of data is "C?"

Correct AnswerverifiedShow Answer

Three frequently used sales forecasting techniques are (1) judgments of the decision maker; (2) surveys of knowledgeable groups; and (3) __________.

Correct AnswerverifiedShow Answer

of the following are examples of marketing input data EXCEPT:

Correct AnswerverifiedShow Answer

a marketing researcher uses a collection of reports,customer letters,financial statements,and surveys from different departments within her firm,she is using

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

__________ method has two advantages over other traditional methods of data collection: the cost is relatively minimal and the turnaround time for data collection to report presentation is much quicker.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Marketing Research Method Photo A -Consider the Marketing Research Method Photo A above.What type of primary research method is MOST LIKELY being used?

Correct AnswerverifiedShow Answer

Figure 8-4: Question 9 -Consider Figure 8-4: Question 9 above,which is part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Which of the following statements MOST LIKELY explains why Question 9 was included in the questionnaire?

Correct AnswerverifiedShow Answer

Correct Answer
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Numbers on the vertical axis-units of To...
View Answer

Correct Answer
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Both are used with fixed alternative que...
View Answer

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