Question 1

Obtaining secondary data 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) C) and D)
G) A) and E)

Question 2

Frito-Lay substituted ________ for its usual focus groups to allow consumers to weigh in on which new flavors of Lay's potato chips would be introduced.

Accepted Answer

A)  telephone interviews
B)  Facebook
C)  a panel
D)  virtual focus groups
E)  experimentsF) B) and D)
G) A) and E)

Question 3

In evaluating whether its Facebook and Twitter social media programs are working well,Carmex considered using various marketing metrics.One metric it chose was ________,which quantifies the number of Carmex mentions on the Internet as a percentage of all mentions of major lip balm brands.

Accepted Answer

A)  Carmex sentiment
B)  Carmex Twitter followers
C)  Carmex conversation velocity
D)  Carmex Facebook likes
E)  Carmex share of voiceF) A) and D)
G) A) and C)

Question 4

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) C) and D)

Question 5

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

Accepted Answer

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

Question 6

A 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) A) and C)
G) A) and B)

Question 7

What are the five steps in the marketing research approach?

Accepted Answer

The five-step marketing research approac...

Question 8

What is the basic difference between primary and secondary data,and what are the advantages and disadvantages of each?

Accepted Answer

Secondary data are facts and figures tha...

Question 9

Which of the following statements concerning ethnographic research is most accurate?

Accepted Answer

A)  Ethnographic research was specifically designed to use in global markets to help marketers understand cultural diversity and ethnocentrism.
B)  Ethnographic research employs the use of genealogical data to track purchase behaviors through family lines.
C)  Ethnographic research relies on physiological responses such as heart rate,breathing rate,and stress levels to obtain objective data.
D)  Ethnographic research uses trained researchers to discover subtle behavioral and emotional reactions as consumers encounter products in their "natural use environment."
E)  Ethnographic researchers use videotapes to eliminate miscues of subtle emotional reactions that can skew market research results.F) D) and E)
G) A) and E)

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 other 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) None of the above

Question 11

Setting research objectives and identifying possible marketing actions that might result from the research 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)  Obtain secondary data.
E)  Define the problem.F) A) and B)
G) C) and E)

Question 12

Figure 8-4
 
-Consider Figure 8-4,Question 1 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 1 illustrates which type of question format?

Accepted Answer

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

Question 13

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 14

As marketing vice president of Health Care Services,Inc. ,you must test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory.Which experiment will do this best?

Accepted Answer

A)  Create an incentive program for your salesforce based upon individual performance.Use increases in customer satisfaction as your dependent variable and increases in sales performance as your independent variable.
B)  Select three degrees of service health care (poor,good,average) as your independent variable and measure customer responses for each grade using the same number of sales representatives in each territory as your dependent variable.
C)  Create an incentive program for your salesforce based upon individual performance.Use increases in customer satisfaction as your independent variable and increases in sales performance as your dependent variable.
D)  Use a different number of salespeople in three different sales territories as your independent variable and changes in sales of health care services as the dependent variable.
E)  Create an incentive program for your salesforce based upon team performance.Use increases in customer satisfaction as your independent variable and increases in sales performance for the team as your dependent variable.F) A) and B)
G) D) and E)

Question 15

Analyzing data and presenting the results of this analysis 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) D) and E)
G) A) and E)

Question 16

Specifying constraints,identifying data needed for marketing actions,and determining how to collect data 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) B) and C)
G) None of the above

Question 17

Information technology refers to

Accepted Answer

A)  any information derived from a nonpersonal source.
B)  all of the computing resources that collect,store,and analyze data.
C)  any hardware used in collecting information to be used in market research such as scanners,telephones,voting machines,etc.
D)  any activity that uses some form of electronic communication in the inventory,exchange,advertisement,distribution,and payment of goods and services.
E)  the inventions or innovations from applied science or engineering research.F) A) and B)
G) None of the above

Question 18

Set during the marketing research process,________ are specific,measurable goals the decision maker seeks to achieve in conducting the marketing research.

Accepted Answer

A)  measures of success
B)  research constraints
C)  marketing research plans
D)  hypothetical scenarios
E)  research objectivesF) A) and B)
G) None of the above

Question 19

Figure 8-4
 
-Before opening six Torrid plus-size-only retail stores that cater to women age 15 to 30,a great deal of information was gathered from a sample of women to determine what types of items should be carried,the image of the store,its advertising,etc.Which of the following is an example of an open-ended question that might have been asked in the survey?

Accepted Answer

A)  "Do you wear a dress larger than size 12?"
B)  "How old are you?"
C)  "Would you shop at a store that only sold plus-size clothing?"
D)  "Why do you wear that particular fashion style?"
E)  "Do you think the stores should use bright- or subtle-colored fixtures?"F) All of the above
G) B) and D)

Question 20

Implementing recommendations occurs during which step 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 plan.F) A) and C)
G) A) and D)

Exam 8: Marketing Research: From Customer Insights to Actions

Frito-Lay substituted ________ for its usual focus groups to allow consumers to weigh in on which new flavors of Lay's potato chips would be introduced.

Correct Answer
verified

What are the five steps in the marketing research approach?

Correct Answer
verified
The five-step marketing research approac...
View Answer

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

Correct Answer
verified

Specifying constraints,identifying data needed for marketing actions,and determining how to collect data would take place during which step of the five-step marketing research approach?

Correct Answer
verified

Obtaining secondary data occurs during which step of the five-step marketing research approach?

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Setting research objectives and identifying possible marketing actions that might result from the research would take place during which step of the five-step marketing research approach?

Correct Answer
verified

Analyzing data and presenting the results of this analysis would take place during which step of the five-step marketing research approach?

Correct Answer
verified

Information technology refers to

Correct Answer
verified

What is the basic difference between primary and secondary data,and what are the advantages and disadvantages of each?

Correct Answer
verified
Secondary data are facts and figures tha...
View Answer

A direct forecast involves estimating the value to be forecast and

Correct Answer
verified

Set during the marketing research process,________ are specific,measurable goals the decision maker seeks to achieve in conducting the marketing research.

Correct Answer
verified

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

Correct Answer
verified

As marketing vice president of Health Care Services,Inc. ,you must test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory.Which experiment will do this best?

Correct Answer
verified

Correct Answer
verified

In evaluating whether its Facebook and Twitter social media programs are working well,Carmex considered using various marketing metrics.One metric it chose was ________,which quantifies the number of Carmex mentions on the Internet as a percentage of all mentions of major lip balm brands.

Correct Answer
verified

Figure 8-4 -Consider Figure 8-4,Question 1 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 1 illustrates which type of question format?

Correct Answer
verified

Which of the following statements concerning ethnographic research is most accurate?

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

Frito-Lay substituted ________ for its usual focus groups to allow consumers to weigh in on which new flavors of Lay's potato chips would be introduced.

Correct AnswerverifiedShow Answer

What are the five steps in the marketing research approach?

Correct AnswerverifiedThe five-step marketing research approac...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Specifying constraints,identifying data needed for marketing actions,and determining how to collect data would take place during which step of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

Obtaining secondary data occurs during which step of the five-step marketing research approach?

Correct AnswerverifiedShow 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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Setting research objectives and identifying possible marketing actions that might result from the research would take place during which step of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

Analyzing data and presenting the results of this analysis would take place during which step of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

Information technology refers to

Correct AnswerverifiedShow Answer

What is the basic difference between primary and secondary data,and what are the advantages and disadvantages of each?

Correct AnswerverifiedSecondary data are facts and figures tha...View AnswerShow Answer

A direct forecast involves estimating the value to be forecast and

Correct AnswerverifiedShow Answer

Set during the marketing research process,________ are specific,measurable goals the decision maker seeks to achieve in conducting the marketing research.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

As marketing vice president of Health Care Services,Inc. ,you must test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory.Which experiment will do this best?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In evaluating whether its Facebook and Twitter social media programs are working well,Carmex considered using various marketing metrics.One metric it chose was ________,which quantifies the number of Carmex mentions on the Internet as a percentage of all mentions of major lip balm brands.

Correct AnswerverifiedShow Answer

Figure 8-4 -Consider Figure 8-4,Question 1 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 1 illustrates which type of question format?

Correct AnswerverifiedShow Answer

Which of the following statements concerning ethnographic research is most accurate?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
The five-step marketing research approac...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Secondary data are facts and figures tha...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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