Question 1

Children's accessory and toy store Red Carpet Baby! uses U.S.Census Bureau information to determine the number of families with children under age 5 for each state in its market area.Data obtained from this source are called

Accepted Answer

A)  proprietary data.
B)  primary data.
C)  secondary data.
D)  observational data.
E)  experimental data.F) B) and D)
G) D) and E)

Question 2

Consider the LEGO Group MINDSTORMS® product.LEGO Group designers created MINDSTORMS® kits to appeal to middle school kids,among others.When attempting to choose between potential designs,what was the measure of success for use by LEGO Group in this instance?

Accepted Answer

A)  age
B)  gender
C)  assembly time
D)  cost
E)  advertisingF) A) and B)
G) B) and E)

Question 3

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

Question 4

Linear trend extrapolation is a form of trend extrapolation in which the

Accepted Answer

A)  pattern changes from year to year.
B)  pattern is always a straight line.
C)  slope of the line is tied directly to profits.
D)  shape of the pattern is a hyperbola.
E)  pattern follows an S-shaped curve.F) A) and C)
G) A) and E)

Question 5

The data that are collected with a "people meter" and later published by Nielsen as national TV ratings are an example of ________ data when gathered.

Accepted Answer

A)  internal secondary data
B)  interactive industry data
C)  curated promotional data
D)  mechanical observational data
E)  sensitivity dataF) D) and E)
G) A) and B)

Question 6

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

Accepted Answer

A)  The primary purpose of marketing research is to collect data for historical purposes.
B)  When collecting marketing research,people may be reluctant to tell you what you want to know.
C)  Marketing research,if done properly,will always result in a positive marketing result.
D)  People are just as able to give accurate information about products they have only heard about as those they have actually used.
E)  Among those people who participate in market research studies,there is an almost perfect correlation between a respondent's stated intentions and his/her actual buying behavior.F) C) and E)
G) None of the above

Question 7

Even though primary data can be especially valuable to an individual firm,secondary data are often used because

Accepted Answer

A)  secondary data are much more up-to-date and tailored to a specific firm or industry.
B)  secondary data,although far more expensive,are also much more reliable.
C)  primary data are usually more costly and time-consuming to collect.
D)  primary data can be accessed by virtually anyone so the information generated loses much of its value.
E)  primary data are less fact and figure based;they are more subjective and therefore more vulnerable to misinterpretation.F) C) and D)
G) A) and B)

Question 8

By ________,IKEA noticed that customers often stopped shopping when their baskets or carts were full,so additional shopping bags are now placed throughout IKEA stores.

Accepted Answer

A)  using survey data
B)  employing mystery shoppers
C)  neuromarketing
D)  interviewing employees
E)  watching consumers in personF) A) and D)
G) A) and B)

Question 9

After defining the problem,the next step in the five-step marketing research approach is to

Accepted Answer

A)  develop the research plan.
B)  evaluate the results.
C)  examine the alternatives.
D)  list the variables.
E)  conduct the experiment.F) B) and D)
G) B) and C)

Question 10

Red Carpet Baby!,a children's accessory and toy store,is considering expanding the size of the store.The manager queries its marketing database to understand how a change in square footage might impact sales.She is performing a(n)

Accepted Answer

A)  marketing action analysis.
B)  environmental scan.
C)  situational analysis.
D)  sensitivity analysis.
E)  problem search.F) B) and D)
G) A) and B)

Question 11

When Home Depot entered the Quebec market in Canada,2 percent of people were aware of the retail chain.To determine advertising effectiveness during the first 18 months in Quebec,awareness research was done a second time.For this 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

Accepted Answer

A)  secondary data.
B)  a constraint.
C)  an assumption.
D)  a measure of success.
E)  a barrier to entry.F) A) and E)
G) C) and D)

Question 12

A salesforce survey forecast involves

Accepted Answer

A)  starting with the last known value of the item being forecast,listing the factors that could affect the forecast,assessing whether they have a positive or negative impact,and making the final forecast.
B)  making decisions without any intervening steps.
C)  asking prospective customers if they are likely to buy the product during some future time period.
D)  asking the firm's salespeople to estimate sales during a coming period.
E)  selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect.F) B) and E)
G) A) and E)

Question 13

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 advertising message is the ________ in this marketing experiment.

Accepted Answer

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

Question 14

Secondary data in online databases can be accessed either directly or via Internet search engines or

Accepted Answer

A)  portals through keyword searches.
B)  internal statistical data.
C)  probability sampling data.
D)  personal chat rooms.
E)  social media such as Facebook.F) A) and C)
G) B) and D)

Question 15

Figure 8-6B 
-Consider Figure 8-6B above.Suppose you are an owner of a local Wendy's restaurant near a large urban college or university.You hired a marketing research firm to conduct a survey among a sample of respondents in your area to find out their patronage of fast-food restaurants.Four weeks after the firm conducted the survey,it presented the following results to you.If you wanted to target a heavy-use market segment based on the results presented,which would you select?

Accepted Answer

A)  45 and older
B)  once a week or more
C)  25 to 44
D)  once a month or less
E)  under 25F) C) and D)
G) D) and E)

Question 16

Offering a product for sale in a small geographic area to help evaluate potential market actions is called a(n)

Accepted Answer

A)  micro market.
B)  test market.
C)  experimental market.
D)  simulated market.
E)  trial market.F) A) and C)
G) All of the above

Question 17

Based on ________,the Campbell Soup Company changed the labels of most of its soup cans to add steam rising from the product and remove the "unemotional spoons."

Accepted Answer

A)  external secondary data,an article in the Journal of Consumer Behavior on ethnographic research
B)  social media Facebook comments and Twitter tweets analysis
C)  internal secondary data,sales reports on soup sales by flavor and package type (can or microwave bowl) 
D)  neuromarketing studies
E)  online/e-mail questionnairesF) B) and D)
G) A) and B)

Question 18

Figure 8-4,Question 6
 
-Consider Figure 8-4,Question 6 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 6 illustrates which type of question format?

Accepted Answer

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

Question 19

In trend extrapolation,the forecasting technique that involves using a straight line is called

Accepted Answer

A)  causal analysis.
B)  non-parametric regression.
C)  planning gap analysis.
D)  infinite dimension.
E)  linear trend extrapolation.F) A) and B)
G) All of the above

Question 20

A(n) ________ involves starting with the last known value of the item being forecast,listing the factors that could affect the forecast,assessing whether they have a positive or negative impact,and making the final forecast.

Accepted Answer

A)  direct forecast
B)  lost-horse forecast
C)  buyers' intentions forecast
D)  indirect forecast
E)  incremental forecastF) B) and C)
G) A) and B)

Exam 8: Marketing Research: From Customer Insights to Actions

Correct Answer
verified

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 advertising message is the ________ in this marketing experiment.

Correct Answer
verified

After defining the problem,the next step in the five-step marketing research approach is to

Correct Answer
verified

In trend extrapolation,the forecasting technique that involves using a straight line is called

Correct Answer
verified

Linear trend extrapolation is a form of trend extrapolation in which the

Correct Answer
verified

By ________,IKEA noticed that customers often stopped shopping when their baskets or carts were full,so additional shopping bags are now placed throughout IKEA stores.

Correct Answer
verified

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

Correct Answer
verified

A(n) ________ involves starting with the last known value of the item being forecast,listing the factors that could affect the forecast,assessing whether they have a positive or negative impact,and making the final forecast.

Correct Answer
verified

Secondary data in online databases can be accessed either directly or via Internet search engines or

Correct Answer
verified

Red Carpet Baby!,a children's accessory and toy store,is considering expanding the size of the store.The manager queries its marketing database to understand how a change in square footage might impact sales.She is performing a(n)

Correct Answer
verified

Offering a product for sale in a small geographic area to help evaluate potential market actions is called a(n)

Correct Answer
verified

A salesforce survey forecast involves

Correct Answer
verified

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 Answer
verified

Based on ________,the Campbell Soup Company changed the labels of most of its soup cans to add steam rising from the product and remove the "unemotional spoons."

Correct Answer
verified

Figure 8-4,Question 6 -Consider Figure 8-4,Question 6 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 6 illustrates which type of question format?

Correct Answer
verified

Children's accessory and toy store Red Carpet Baby! uses U.S.Census Bureau information to determine the number of families with children under age 5 for each state in its market area.Data obtained from this source are called

Correct Answer
verified

Even though primary data can be especially valuable to an individual firm,secondary data are often used because

Correct Answer
verified

Correct Answer
verified

Consider the LEGO Group MINDSTORMS® product.LEGO Group designers created MINDSTORMS® kits to appeal to middle school kids,among others.When attempting to choose between potential designs,what was the measure of success for use by LEGO Group in this instance?

Correct Answer
verified

The data that are collected with a "people meter" and later published by Nielsen as national TV ratings are an example of ________ data when gathered.

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

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 advertising message is the ________ in this marketing experiment.

Correct AnswerverifiedShow Answer

After defining the problem,the next step in the five-step marketing research approach is to

Correct AnswerverifiedShow Answer

In trend extrapolation,the forecasting technique that involves using a straight line is called

Correct AnswerverifiedShow Answer

Linear trend extrapolation is a form of trend extrapolation in which the

Correct AnswerverifiedShow Answer

By ________,IKEA noticed that customers often stopped shopping when their baskets or carts were full,so additional shopping bags are now placed throughout IKEA stores.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A(n) ________ involves starting with the last known value of the item being forecast,listing the factors that could affect the forecast,assessing whether they have a positive or negative impact,and making the final forecast.

Correct AnswerverifiedShow Answer

Secondary data in online databases can be accessed either directly or via Internet search engines or

Correct AnswerverifiedShow Answer

Red Carpet Baby!,a children's accessory and toy store,is considering expanding the size of the store.The manager queries its marketing database to understand how a change in square footage might impact sales.She is performing a(n)

Correct AnswerverifiedShow Answer

Offering a product for sale in a small geographic area to help evaluate potential market actions is called a(n)

Correct AnswerverifiedShow Answer

A salesforce survey forecast involves

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

Based on ________,the Campbell Soup Company changed the labels of most of its soup cans to add steam rising from the product and remove the "unemotional spoons."

Correct AnswerverifiedShow Answer

Figure 8-4,Question 6 -Consider Figure 8-4,Question 6 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 6 illustrates which type of question format?

Correct AnswerverifiedShow Answer

Children's accessory and toy store Red Carpet Baby! uses U.S.Census Bureau information to determine the number of families with children under age 5 for each state in its market area.Data obtained from this source are called

Correct AnswerverifiedShow Answer

Even though primary data can be especially valuable to an individual firm,secondary data are often used because

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Consider the LEGO Group MINDSTORMS® product.LEGO Group designers created MINDSTORMS® kits to appeal to middle school kids,among others.When attempting to choose between potential designs,what was the measure of success for use by LEGO Group in this instance?

Correct AnswerverifiedShow Answer

The data that are collected with a "people meter" and later published by Nielsen as national TV ratings are an example of ________ data when gathered.

Correct AnswerverifiedShow Answer

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