Question 1

Research objectives are __________.

Accepted Answer

A)  specific measureable goals
B)  general research guidelines
C)  solutions to be evaluated
D)  conjectures regarding outcomes
E)  research dashboardsF) B) and E)
G) A) and D)

Question 2

The advantage of __________ are that the cost is relatively minimal and the turnaround time for data collection to report presentation is much quicker than the traditional methods of data collection.

Accepted Answer

A)  personal interviews
B)  telephone interviews
C)  on-line surveys
D)  mail surveys
E)  fax surveysF) B) and D)
G) B) and E)

Question 3

After defining the problem and developing the research plan, the next step in the marketing research process is to

Accepted Answer

A)  collect relevant information.
B)  develop findings and recommendations.
C)  take marketing actions.
D)  plan the budget.
E)  identify the constraints on the process.F) A) and D)
G) A) and B)

Question 4

Offering a product for sale in a small geographic area to help evaluate potential market actions is called __________.

Accepted Answer

A)  scanning market
B)  test markets
C)  experimental market
D)  implementation market
E)  trial marketF) B) and C)
G) A) and C)

Question 5

FIGURE 8-15 
-Question 5 in the Wendy's Survey in Figure 8-15 above, best illustrates which type of question format?

Accepted Answer

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

Question 6

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

Accepted Answer

A)  Ethnographic research was specially 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) D) and E)
G) A) and D)

Question 7

People posing as customers, who are paid to check on the quality and pricing of a company's products and services and write a detailed report on the experience, are referred to as __________.

Accepted Answer

A)  customer ombudsmen
B)  mystery shoppers
C)  secret customers
D)  customer spies
E)  chameleonsF) A) and C)
G) A) and E)

Question 8

A direct forecast involves estimating the value to be forecast

Accepted Answer

A)  and selecting the alternative that holds the greatest consensus within the management team.
B)  halving the highest values and doubling the lowest values to determine an acceptable forecast range.
C)  and making decisions without any intervening steps.
D)  following a prescribed set of "directives" established before the research was even begun.
E)  always selecting the forecasting alternative that would allow a firm to survive financially even if the forecasts were totally incorrect.F) B) and C)
G) A) and B)

Question 9

The third step of the marketing research approach is __________.

Accepted Answer

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

Question 10

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to deal with claims.It wants to introduce its product into new markets, but before it does so, it wants to have a prediction of how successful its sales efforts will be.One of the first things researchers did was to invite a group of eight people with insurance in to talk about home and auto insurance with a moderator.One of the purposes of this exploratory research was to gather information about the group members' attitudes toward insurance and their awareness of DirectProtect.This was done by recording respondents' answers as well as having them answer questions using paper and pencil.While additional research still needs to be done, the marketing researchers were able to gather __________ data.

Accepted Answer

A)  hypothetical
B)  generative
C)  evaluative
D)  questionnaire
E)  experientialF) All of the above
G) A) and B)

Question 11

According to research conducted by Canadian cultural anthropologists, Canadians place a high importance on personal relationships.This leads them to be extremely reluctant to buy through an impersonal medium like a telephone.For an insurance company that was hoping to sell insurance through telemarketers, this research would be an example of

Accepted Answer

A)  internal data.
B)  an objective.
C)  an assumption.
D)  a dependent variable.
E)  external secondary data.F) A) and E)
G) A) and C)

Question 12

Information technology refers to

Accepted Answer

A)  any information derived from a non-personal source.
B)  involving operating computer networks that can store and process data.
C)  any hardware used in collecting information to be used in market research such as scanners, telephones, voting machines, etc.
D)  the incorporation of electronic communications systems to connect an organization and its customers.
E)  the incorporation of electronic communications systems to connect an organization and suppliers and distributors.F) B) and D)
G) D) and E)

Question 13

The most common way of collecting questionnaire data to generate ideas, involving a single researcher asking questions of one respondent, is referred to as a(n)

Accepted Answer

A)  "121" interviewing.
B)  tea party research.
C)  individual interview.
D)  face-to-face exchange.
E)  interactional interview.F) B) and D)
G) D) and E)

Question 14

FIGURE 8-4 
-Figure 8-4 above shows how the different kinds of marketing information fit together.Cell "B" identifies which type of data?

Accepted Answer

A)  primary data
B)  secondary data
C)  scrubbed data
D)  sensitivity data
E)  nonprobability dataF) B) and D)
G) All of the above

Question 15

The U.S.Census Bureau publishes the __________, which is conducted every five years.These reports are vital to business firms selling products and services to organizations.

Accepted Answer

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

Question 16

Mystery shoppers are people

Accepted Answer

A)  hired by a firm to get legal, though not necessarily ethical, information about competitive firms.
B)  hired by a firm's employees to prove to the courts that a firm is using unfair labor practices.
C)  hired by a customer to prove that illegal or unethical practices are regularly taking place at a particular establishment.
D)  who pose as customers to check on the quality and pricing of a firm's products or services and are paid to write a detailed report on their experiences.
E)  hired by law firms to check product safety.F) B) and E)
G) B) and C)

Question 17

USA.gov provides

Accepted Answer

A)  information on U.S.business, economic and trade activity collected by the federal government.
B)  a portal to all government Web sites that can be found by topic or keyword.
C)  up-to-the-minute business news and security prices plus research reports of companies, industries, and countries.
D)  the most popular portal to the entire Internet accessed by entering key words or topics for specific searches.
E)  information in online databases and an index of blogs by primary topic.F) All of the above
G) A) and C)

Question 18

In trend extrapolation, the pattern used to describe a straight line is called a __________.

Accepted Answer

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

Question 19

To assist clients such as Tony's in translating market and sales information into marketing actions, David Ford, the president of Ford Consulting Group (FCG)  commonly prepares business analysis by using

Accepted Answer

A)  a digital dashboard.
B)  linear trend extrapolation.
C)  reverse logistics.
D)  lost-horse forecasting.
E)  direct sales forecast.F) C) and D)
G) All of the above

Question 20

Sampling and statistical inference are known as special __________, which are vital in marketing to solve all or part of a problem.

Accepted Answer

A)  systems
B)  styles
C)  manners
D)  modes
E)  methodsF) A) and E)
G) A) and C)

Exam 8: Marketing Research: From Customer Insights to Actions

USA.gov provides

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In trend extrapolation, the pattern used to describe a straight line is called a __________.

Correct Answer
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Sampling and statistical inference are known as special __________, which are vital in marketing to solve all or part of a problem.

Correct Answer
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The third step of the marketing research approach is __________.

Correct Answer
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Information technology refers to

Correct Answer
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Correct Answer
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To assist clients such as Tony's in translating market and sales information into marketing actions, David Ford, the president of Ford Consulting Group (FCG) commonly prepares business analysis by using

Correct Answer
verified

A direct forecast involves estimating the value to be forecast

Correct Answer
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Mystery shoppers are people

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

Correct Answer
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People posing as customers, who are paid to check on the quality and pricing of a company's products and services and write a detailed report on the experience, are referred to as __________.

Correct Answer
verified

After defining the problem and developing the research plan, the next step in the marketing research process is to

Correct Answer
verified

The advantage of __________ are that the cost is relatively minimal and the turnaround time for data collection to report presentation is much quicker than the traditional methods of data collection.

Correct Answer
verified

The most common way of collecting questionnaire data to generate ideas, involving a single researcher asking questions of one respondent, is referred to as a(n)

Correct Answer
verified

Research objectives are __________.

Correct Answer
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The U.S.Census Bureau publishes the __________, which is conducted every five years.These reports are vital to business firms selling products and services to organizations.

Correct Answer
verified

FIGURE 8-15 -Question 5 in the Wendy's Survey in Figure 8-15 above, best illustrates which type of question format?

Correct Answer
verified

Correct Answer
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FIGURE 8-4 -Figure 8-4 above shows how the different kinds of marketing information fit together.Cell "B" identifies which type of data?

Correct Answer
verified

Offering a product for sale in a small geographic area to help evaluate potential market actions is called __________.

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

USA.gov provides

Correct AnswerverifiedShow Answer

In trend extrapolation, the pattern used to describe a straight line is called a __________.

Correct AnswerverifiedShow Answer

Sampling and statistical inference are known as special __________, which are vital in marketing to solve all or part of a problem.

Correct AnswerverifiedShow Answer

The third step of the marketing research approach is __________.

Correct AnswerverifiedShow Answer

Information technology refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

To assist clients such as Tony's in translating market and sales information into marketing actions, David Ford, the president of Ford Consulting Group (FCG) commonly prepares business analysis by using

Correct AnswerverifiedShow Answer

A direct forecast involves estimating the value to be forecast

Correct AnswerverifiedShow Answer

Mystery shoppers are people

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

People posing as customers, who are paid to check on the quality and pricing of a company's products and services and write a detailed report on the experience, are referred to as __________.

Correct AnswerverifiedShow Answer

After defining the problem and developing the research plan, the next step in the marketing research process is to

Correct AnswerverifiedShow Answer

The advantage of __________ are that the cost is relatively minimal and the turnaround time for data collection to report presentation is much quicker than the traditional methods of data collection.

Correct AnswerverifiedShow Answer

The most common way of collecting questionnaire data to generate ideas, involving a single researcher asking questions of one respondent, is referred to as a(n)

Correct AnswerverifiedShow Answer

Research objectives are __________.

Correct AnswerverifiedShow Answer

The U.S.Census Bureau publishes the __________, which is conducted every five years.These reports are vital to business firms selling products and services to organizations.

Correct AnswerverifiedShow Answer

FIGURE 8-15 -Question 5 in the Wendy's Survey in Figure 8-15 above, best illustrates which type of question format?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

FIGURE 8-4 -Figure 8-4 above shows how the different kinds of marketing information fit together.Cell "B" identifies which type of data?

Correct AnswerverifiedShow Answer

Offering a product for sale in a small geographic area to help evaluate potential market actions is called __________.

Correct AnswerverifiedShow Answer

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