Question 1

__________ is a type of forecast that involves estimating the value to be forecast without any intervening steps.

Accepted Answer

A)  direct forecast
B)  survey forecast
C)  lost-horse forecast
D)  lost-cause forecast
E)  intention forecastF) A) and E)
G) A) and D)

Question 2

The primary purpose of a "sneak preview" of a film prior to its release is to

Accepted Answer

A)  rate the performances of the individual actors and actresses for possible Oscar nominations.
B)  rate the work of the director and producer for possible Oscar nominations.
C)  evaluate the effectiveness of product placements within the film.
D)  compare the final film to the original screenplay.
E)  identify necessary changes prior to final editing.F) B) and C)
G) C) and D)

Question 3

A fixed alternative question requires respondents to select one or more response option from the set of predetermined choices.Another name for this kind of question is a(n)

Accepted Answer

A)  dichotomous question.
B)  open-ended question.
C)  attitudinal question.
D)  closed-end question.
E)  semantic differential question.F) A) and B)
G) B) and C)

Question 4

In __________,the marketing researcher tries to test ideas discovered earlier to help the marketing manager recommend marketing actions.

Accepted Answer

A)  idea generation
B)  new-product concept testing
C)  data mining
D)  data analysis
E)  idea evaluationF) B) and E)
G) A) and B)

Question 5

GI Designs,a copper furniture manufacturer,increased the price on its copper tabletops by 20 percent for three months to see what the effect would be on its sales.The change in sales is the __________ in this three-month experiment.

Accepted Answer

A)  constraint
B)  dependent variable
C)  independent variable
D)  decision task
E)  controlF) A) and C)
G) C) and D)

Question 6

Which of the following is NOT a disadvantage of online surveys?

Accepted Answer

A)  e-mail surveys may be viewed as "junk"
B)  the cost
C)  some potential respondents have a "pop-up blocker" that prohibits a browser from opening a separate window that contains the survey
D)  unless a researcher uses Survey Monkey,respondents can complete the survey multiple times,creating a significant bias in the results
E)  some potential respondents may employ spam blockers.F) A) and C)
G) None of the above

Question 7

When Procter & Gamble acquired the Old Spice brand,it decided to reposition the brand by using a different advertising message to see whether its sales would increase.The new advertising message is the __________ in this marketing experiment.

Accepted Answer

A)  dependent variable
B)  extraneous variable
C)  constraint
D)  independent variable
E)  error variableF) C) and E)
G) B) and E)

Question 8

The Internet sites for The Wall Street Journal,CNBC,and Fox Business

Accepted Answer

A)  sell information on trade activity collected by the U.S.government.
B)  are portals to all government websites that can be found by topic or keyword.
C)  provide information in online databases and an index of blogs by primary topic.
D)  are the most popular online portals in which to enter key words or topics for specific searches.
E)  provide up-to-the-minute business news and video clips about companies,industries,and trends.F) A) and D)
G) All of the above

Question 9

Secondary data can be divided into two parts-__________ and __________.

Accepted Answer

A)  primary data;empirical data
B)  empirical data;secondary data
C)  secondary data;demographic data
D)  demographic data;observational data
E)  internal secondary data;external secondary dataF) A) and D)
G) D) and E)

Question 10

All of the following are idea generation methods EXCEPT:

Accepted Answer

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

Question 11

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 exploratory research,causal research,and __________ research.

Accepted Answer

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

Question 12

Two key elements in deciding how to collect marketing data are __________ and __________.

Accepted Answer

A)  concepts;notions
B)  concepts;methods
C)  notions;hypotheses
D)  perceptions;impressions
E)  methods;theoriesF) C) and E)
G) A) and B)

Question 13

Martin Lindstrom merged __________ and marketing and presented his controversial findings in his breakthrough book Buy•ology.

Accepted Answer

A)  genealogy
B)  neuroscience
C)  astrology
D)  biochemistry
E)  numerologyF) A) and D)
G) C) and D)

Question 14

A survey by the Economic Research Service of the U.S.Department of Agriculture,government statistics from the Department of Commerce,and stock market information from The Wall Street Journal would all be examples of

Accepted Answer

A)  internal primary data.
B)  nonprobability sampling methods.
C)  internal secondary data.
D)  external secondary data.
E)  external primary data.F) B) and D)
G) A) and D)

Question 15

The U.S.Census Bureau publishes the __________,which is conducted every five years and contains detailed information on the number and sales of U.S.establishments that produce goods or resources.

Accepted Answer

A)  North American Industry Classification System
B)  Economic Census
C)  Annual Survey of Manufacturers
D)  Annual Wholesale Trade Survey
E)  Survey of Business OwnersF) D) and E)
G) A) and E)

Question 16

Trend hunting is the practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products.Trend Hunter has identified over 200,000 "__________" through its global network of 118,000 members.

Accepted Answer

A)  mega trends
B)  micro-trends
C)  macro trends
D)  environmental forces
E)  psychographic trendsF) B) and E)
G) A) and B)

Question 17

A fixed alternative question with three or more choices uses a(n) __________.

Accepted Answer

A)  frequency distribution
B)  scale
C)  measure of success
D)  open-ended question
E)  constraintF) C) and D)
G) B) and E)

Question 18

Two important disadvantages of secondary data are __________ and __________.

Accepted Answer

A)  inexpensive;up-to-date
B)  not up-to-date;not specific enough for the project
C)  low cost;saves time
D)  tailor-made to specifications;out of date
E)  cost;time-consuming to collect the dataF) A) and D)
G) A) and E)

Question 19

A test market is an example of which type of marketing research?

Accepted Answer

A)  descriptive
B)  explanatory
C)  exploratory
D)  causal
E)  concreteF) A) and D)
G) B) and D)

Question 20

The process of defining a marketing problem and opportunity,systematically collecting and analyzing information,and recommending actions is referred to as __________.

Accepted Answer

A)  marketing enquiry
B)  strategic intelligence
C)  data mining
D)  marketing tactics
E)  marketing researchF) B) and E)
G) D) and E)

Exam 8: Marketing Research: From Customer Insights to Actions

Which of the following is NOT a disadvantage of online surveys?

Correct AnswerverifiedShow Answer

In __________,the marketing researcher tries to test ideas discovered earlier to help the marketing manager recommend marketing actions.

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 exploratory research,causal research,and __________ research.

Correct AnswerverifiedShow Answer

A fixed alternative question with three or more choices uses a(n) __________.

Correct AnswerverifiedShow Answer

Secondary data can be divided into two parts-__________ and __________.

Correct AnswerverifiedShow Answer

A test market is an example of which type of marketing research?

Correct AnswerverifiedShow Answer

A fixed alternative question requires respondents to select one or more response option from the set of predetermined choices.Another name for this kind of question is a(n)

Correct AnswerverifiedShow Answer

The U.S.Census Bureau publishes the __________,which is conducted every five years and contains detailed information on the number and sales of U.S.establishments that produce goods or resources.

Correct AnswerverifiedShow Answer

Two key elements in deciding how to collect marketing data are __________ and __________.

Correct AnswerverifiedShow Answer

GI Designs,a copper furniture manufacturer,increased the price on its copper tabletops by 20 percent for three months to see what the effect would be on its sales.The change in sales is the __________ in this three-month experiment.

Correct AnswerverifiedShow Answer

A survey by the Economic Research Service of the U.S.Department of Agriculture,government statistics from the Department of Commerce,and stock market information from The Wall Street Journal would all be examples of

Correct AnswerverifiedShow Answer

All of the following are idea generation methods EXCEPT:

Correct AnswerverifiedShow Answer

When Procter & Gamble acquired the Old Spice brand,it decided to reposition the brand by using a different advertising message to see whether its sales would increase.The new advertising message is the __________ in this marketing experiment.

Correct AnswerverifiedShow Answer

The primary purpose of a "sneak preview" of a film prior to its release is to

Correct AnswerverifiedShow Answer

Two important disadvantages of secondary data are __________ and __________.

Correct AnswerverifiedShow Answer

__________ is a type of forecast that involves estimating the value to be forecast without any intervening steps.

Correct AnswerverifiedShow Answer

Trend hunting is the practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products.Trend Hunter has identified over 200,000 "__________" through its global network of 118,000 members.

Correct AnswerverifiedShow Answer

The process of defining a marketing problem and opportunity,systematically collecting and analyzing information,and recommending actions is referred to as __________.

Correct AnswerverifiedShow Answer

Martin Lindstrom merged __________ and marketing and presented his controversial findings in his breakthrough book Buy•ology.

Correct AnswerverifiedShow Answer

The Internet sites for The Wall Street Journal,CNBC,and Fox Business

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Secondary data can be divided into two parts- and .

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Two key elements in deciding how to collect marketing data are and .

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Two important disadvantages of secondary data are and .

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified