Question 1

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 interviewF) C) and D)
G) A) and E)

Question 2

Figure 8-7
-Figure 8-7 above depicts what type of statistical forecasting?

Accepted Answer

A)   causal analysis
B)   non-parametric regression
C)   curvilinear extrapolation
D)   infinite dimension
E)   linear trend extrapolationF) A) and B)
G) B) and E)

Question 3

Prior to its production,Fisher-Price managers developed a(n) __________ for the Chatter Telephone that involved adding a noisemaker,wheels,and eyes to the basic telephone.

Accepted Answer

A)   virtual concept
B)   product substitute
C)   product hypothesis
D)   new-product concept
E)   new-feature matrixF) C) and D)
G) B) and E)

Question 4

Marketing Research Method Photo A
-Marine Midland Bank sent market researchers with surveys door-to-door in the neighborhoods surrounding its branch banks to ask people with savings accounts why they did not also have checking accounts and credit cards with Marine Midland,they were gathering __________ data.

Accepted Answer

A)   intercept
B)   secondary
C)   questionnaire
D)   observational
E)   nonprobabilityF) C) and D)
G) D) and E)

Question 5

Fisher-Price Photo
-Nielsen Media Research collects national TV ratings by using a "people meter." This is a box that is attached to TV sets,VCRs,cable boxes,and satellite dishes in over 9,000 households across the country.A viewer uses the remote to signal the people meter that he/she is watching a TV program.The box then transmits the viewing information to the Nielsen Company.The information Nielsen is collecting is referred to as __________.

Accepted Answer

A)   internal secondary data
B)   interactive industry data
C)   sensitivity data
D)   external secondary data
E)   observational dataF) C) and D)
G) None of the above

Question 6

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)   jury of executive opinion
C)   focus group
D)   survey of experts
E)   panelF) All of the above
G) C) and D)

Question 7

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) C) and E)
G) None of the above

Question 8

marketing,a conscious choice made from among two or more alternatives is referred to as

Accepted Answer

A)   a preference.
B)   a paradigm.
C)   a conclusion.
D)   a paradox.
E)   a decision.F) C) and D)
G) A) and E)

Question 9

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

Accepted Answer

A direct forecast involves estimating th...

Question 10

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 11

Marketing Research Method Photo C
-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 120,000 "__________" through its global network of 71,000 members.

Accepted Answer

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

Question 12

Design is a small studio that designs and builds items such as fountains and tabletops made from copper.Greg,the owner,had a problem of how to increase sales and profits,so he developed a research plan to determine what landscape architects and interior designers wanted in copper furnishings and décor and the appropriate price for these items.He decided to interview representative designers as part of his approach.Greg was engaged in __________,the third step of the five-step marketing research approach.

Accepted Answer

A)   collecting relevant information
B)   developing the research plan
C)   solving the problem
D)   developing findings and recommendations
E)   taking marketing actionsF) None of the above
G) C) and D)

Question 13

marketing research requires great care especially because of inherent difficulties in asking consumers questions.What are the three basic problems faced by marketing researchers when trying to assess consumers' willingness to buy products or services with which they are not familiar?

Accepted Answer

Inherent difficulties in asking the cons...

Question 14

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.
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 anthropologists and other trained researchers to observe consumers in their "natural use environment."
E)   Ethnographic researchers use videotapes to eliminate miscues of subtle emotional reactions that can skew market research results.F) B) and E)
G) A) and D)

Question 15

method of __________ involves generalizing the results from the sample to much larger groups of distributors,customers,or prospects to help decide on marketing actions.

Accepted Answer

A)   nonprobability sampling
B)   probability sampling
C)   extrapolation
D)   statistical inference
E)   criteria samplingF) A) and B)
G) All of the above

Question 16

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 17

a marketing manager queries a marketing information system to determine the effect of three different levels of price for a new product,she is using __________.

Accepted Answer

A)   action analysis
B)   an environmental scan
C)   a problem search
D)   situational analysis
E)   sensitivity analysisF) B) and C)
G) A) and B)

Question 18

Procter & Gamble Co.acquired the Old Spice brand,it decided to reposition the brand by using a different advertising message to see whether sales would then 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) A) and E)
G) A) and D)

Question 19

marketing experiments,the independent variable is the __________ and the dependent variable is the __________.

Accepted Answer

A)   element that never changes; the element that always changes
B)   result; factor beyond the experimenter's control
C)   result of an action; cause of an action
D)   cause of an action; result of an action
E)   element that always changes; element that never changesF) All of the above
G) A) and C)

Question 20

fourth step of the marketing research approach is to __________.

Accepted Answer

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

Exam 8: Marketing Research: From Customer Insights to Actions

Figure 8-7 -Figure 8-7 above depicts what type of statistical forecasting?

Correct Answer
verified

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

of the following are idea generation methods EXCEPT:

Correct Answer
verified

Correct Answer
verified

Marketing Research Method Photo C -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 120,000 "__________" through its global network of 71,000 members.

Correct Answer
verified

marketing research requires great care especially because of inherent difficulties in asking consumers questions.What are the three basic problems faced by marketing researchers when trying to assess consumers' willingness to buy products or services with which they are not familiar?

Correct Answer
verified
Inherent difficulties in asking the cons...
View Answer

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

Correct Answer
verified

a marketing manager queries a marketing information system to determine the effect of three different levels of price for a new product,she is using __________.

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

fourth step of the marketing research approach is to __________.

Correct Answer
verified

marketing,a conscious choice made from among two or more alternatives is referred to as

Correct Answer
verified

Correct Answer
verified

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

marketing experiments,the independent variable is the and the dependent variable is the .

Correct Answer
verified

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

Correct Answer
verified

method of __________ involves generalizing the results from the sample to much larger groups of distributors,customers,or prospects to help decide on marketing actions.

Correct Answer
verified

Prior to its production,Fisher-Price managers developed a(n) __________ for the Chatter Telephone that involved adding a noisemaker,wheels,and eyes to the basic telephone.

Correct Answer
verified

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

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

Exam 8: Marketing Research: From Customer Insights to Actions

Figure 8-7 -Figure 8-7 above depicts what type of statistical forecasting?

Correct AnswerverifiedShow Answer

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

of the following are idea generation methods EXCEPT:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Marketing Research Method Photo C -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 120,000 "__________" through its global network of 71,000 members.

Correct AnswerverifiedShow Answer

marketing research requires great care especially because of inherent difficulties in asking consumers questions.What are the three basic problems faced by marketing researchers when trying to assess consumers' willingness to buy products or services with which they are not familiar?

Correct AnswerverifiedInherent difficulties in asking the cons...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

a marketing manager queries a marketing information system to determine the effect of three different levels of price for a new product,she is using __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

fourth step of the marketing research approach is to __________.

Correct AnswerverifiedShow Answer

marketing,a conscious choice made from among two or more alternatives is referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

marketing experiments,the independent variable is the __________ and the dependent variable is the __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

method of __________ involves generalizing the results from the sample to much larger groups of distributors,customers,or prospects to help decide on marketing actions.

Correct AnswerverifiedShow Answer

Prior to its production,Fisher-Price managers developed a(n) __________ for the Chatter Telephone that involved adding a noisemaker,wheels,and eyes to the basic telephone.

Correct AnswerverifiedShow Answer

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

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

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
Inherent difficulties in asking the cons...
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
verified

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

marketing experiments,the independent variable is the and the dependent variable is the .

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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