Question 1

A general rule of thumb among marketing researchers is to use __________ first and then collect __________.

Accepted Answer

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

Question 2

Penningtons Superstore specializes in plus-size fashions for women. It recognized a potential marketing opportunity in plus-size junior clothes and was considering adding a line of teen plus-sizes to its 117 stores. Before doing so, it contracted with a marketing research firm to make sure that the teen plus-size market was a viable one. Decision makers needed the results of its study by September 15 so Penningtons could introduce the line the following March, if the market was viable. The major constraint for research here is __________.

Accepted Answer

A)  collecting secondary data
B)  finding primary research candidates to interview
C)  meeting the time deadline
D)  establishing measures of success
E)  locating age-appropriate styles in plus sizesF) A) and D)
G) A) and C)

Question 3

Specifying constraints, identifying data needed for marketing actions, and determining how to collect data, would all take place 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 actionsF) C) and E)
G) A) and C)

Question 4

A collection of databases that store, organize, and manage data sources is called a __________.

Accepted Answer

A)  data vault
B)  data depot
C)  data storehouse
D)  data warehouse
E)  data stockroomF) D) and E)
G) A) and D)

Question 5

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 B)
G) A) and C)

Question 6

Figure 7-6A: Annual Sales of Tony's Pizza and Figure 7-6B: Average Annual Sales of Tony's Pizza per Household
-Interpret and contrast Figure 7-6A and Figure 7-6B for Tony's Pizza. What findings would you present based on this information?

Accepted Answer

Part A shows that annual unit sales of T...

Question 7

The final step in the five-step marketing research approach includes making action recommendations, implementing action recommendations, and __________.

Accepted Answer

A)  evaluating the results
B)  doing an environmental scan
C)  making sales or profit projections for the coming year(s) 
D)  increasing or decreasing production based upon research collected
E)  identifying possible opportunities for growthF) A) and B)
G) B) and E)

Question 8

Decision making is the act of

Accepted Answer

A)  consciously choosing from among alternatives.
B)  consciously choosing an action that doesn't involve risk.
C)  subjectively selecting from a subset of positive alternatives.
D)  subconsciously selecting the alternative that is most consistent with one's personal beliefs.
E)  objectively selecting the most financially sound decision among two or more alternatives.F) B) and C)
G) A) and B)

Question 9

LEGO MINDSTORMS Photo
-Consider the LEGO MINDSTORMS photo above. If the marketing research measure of success is assembly time for a particular design meant for middle-school students, which would be the best possible marketing action if the results of a marketing research study concluded, "All ten teams could assemble Design B in 20 minutes but only 3 teams completed Design A"?

Accepted Answer

A)   redesign the kits so that assembly time is more uniform
B)   introduce design B
C)   introduce the Design A, but add more new features to charge a higher price
D)   mine the data further for student reactions
E)   consult the marketing dashboards to analyze LEGO sales in the U.S.F) B) and C)
G) B) and E)

Question 10

Filmmakers want movie titles that use the same factors that make a good brand name. They must __________.

Accepted Answer

A)  be creative
B)  seem familiar
C)  use alliterative techniques
D)  be easy to remember
E)  capture the essence of the filmF) A) and E)
G) A) and C)

Question 11

Fisher-Price watches young children play with its toys to determine if and how various products should be changed or improved. Fisher Price is collecting __________ data.

Accepted Answer

A)  observational
B)  questionnaire
C)  interview
D)  on-site
E)  focus groupF) None of the above
G) B) and D)

Question 12

-In Figure 7-7 above, the line identified as A indicates a(n)

Accepted Answer

A)  causal analysis.
B)  non-parametric regression.
C)  curvilinear extrapolation.
D)  linear trend extrapolation forecast.
E)  sales regression.F) D) and E)
G) C) and D)

Question 13

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)  lost-cause forecast
D)  indirect forecast
E)  incremental forecastF) A) and D)
G) None of the above

Question 14

What kind of question is the following? "Place an 'X' in the space that describes your feelings about this test." Easy __ __ __ __ __ Difficult

Accepted Answer

A)  Likert scale
B)  semantic differential scale
C)  dichotomous question
D)  open-ended question
E)  sensitivity analysis questionF) B) and C)
G) A) and B)

Question 15

-According to Figure 7-1 above, what does B represent in the marketing research process?

Accepted Answer

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

Question 16

The type of question you are answering right now is an example of a(n)  __________ question.

Accepted Answer

A)  Likert scale
B)  dichotomous
C)  open-ended
D)  fixed alternative
E)  semantic differentialF) B) and D)
G) C) and E)

Question 17

-According to Figure 7-1 above, specifying constraints occurs during which step of the five-step marketing research approach?

Accepted Answer

A)  A
B)  B
C)  C
D)  D
E)  EF) A) and B)
G) All of the above

Question 18

After qualifying by having seen at least six movies in the last year, members of tracking studies for a new movie are asked three key questions, one of which is __________

Accepted Answer

A)  How much would you be willing to pay for a ticket?
B)  Will you be seeing the movie with someone else? If so, with whom?
C)  In your own words, what is the premise of the movie?
D)  Will you see the film this weekend?
E)  If you like the movie, what is the probability that you will purchase it when it is released on a DVD?F) D) and E)
G) A) and B)

Question 19

The 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) C) and E)
G) A) and B)

Question 20

What type of scale is the following? "Indicate your degree of agreement with the following statement: Marketing is an interesting subject" by checking one of the responses below. ( )  Strongly Agree ( )  Agree ( )  Disagree ( )  Strongly Disagree

Accepted Answer

A)  semantic differential scale
B)  dichotomous question
C)  open-ended question
D)  Likert scale
E)  attitudinal questionF) C) and E)
G) A) and E)

Exam 7: Marketing Research: From Customer Insights to Actions

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

Correct Answer
verified

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

Correct Answer
verified

A collection of databases that store, organize, and manage data sources is called a __________.

Correct Answer
verified

Correct Answer
verified

The 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

After qualifying by having seen at least six movies in the last year, members of tracking studies for a new movie are asked three key questions, one of which is __________

Correct Answer
verified

Filmmakers want movie titles that use the same factors that make a good brand name. They must __________.

Correct Answer
verified

-According to Figure 7-1 above, specifying constraints occurs during which step of the five-step marketing research approach?

Correct Answer
verified

Decision making is the act of

Correct Answer
verified

What type of scale is the following? "Indicate your degree of agreement with the following statement: Marketing is an interesting subject" by checking one of the responses below. ( ) Strongly Agree ( ) Agree ( ) Disagree ( ) Strongly Disagree

Correct Answer
verified

-In Figure 7-7 above, the line identified as A indicates a(n)

Correct Answer
verified

Fisher-Price watches young children play with its toys to determine if and how various products should be changed or improved. Fisher Price is collecting __________ data.

Correct Answer
verified

Figure 7-6A: Annual Sales of Tony's Pizza and Figure 7-6B: Average Annual Sales of Tony's Pizza per Household -Interpret and contrast Figure 7-6A and Figure 7-6B for Tony's Pizza. What findings would you present based on this information?

Correct Answer
verified
Part A shows that annual unit sales of T...
View Answer

What kind of question is the following? "Place an 'X' in the space that describes your feelings about this test." Easy __ Difficult

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

The type of question you are answering right now is an example of a(n) __________ question.

Correct Answer
verified

The final step in the five-step marketing research approach includes making action recommendations, implementing action recommendations, and __________.

Correct Answer
verified

-According to Figure 7-1 above, what does B represent in the marketing research process?

Correct Answer
verified

Correct Answer
verified

A general rule of thumb among marketing researchers is to use first and then collect .

Correct Answer
verified

Exam 7: Marketing Research: From Customer Insights to Actions

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A collection of databases that store, organize, and manage data sources is called a __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The 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

After qualifying by having seen at least six movies in the last year, members of tracking studies for a new movie are asked three key questions, one of which is __________

Correct AnswerverifiedShow Answer

Filmmakers want movie titles that use the same factors that make a good brand name. They must __________.

Correct AnswerverifiedShow Answer

-According to Figure 7-1 above, specifying constraints occurs during which step of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

Decision making is the act of

Correct AnswerverifiedShow Answer

What type of scale is the following? "Indicate your degree of agreement with the following statement: Marketing is an interesting subject" by checking one of the responses below. ( ) Strongly Agree ( ) Agree ( ) Disagree ( ) Strongly Disagree

Correct AnswerverifiedShow Answer

-In Figure 7-7 above, the line identified as A indicates a(n)

Correct AnswerverifiedShow Answer

Fisher-Price watches young children play with its toys to determine if and how various products should be changed or improved. Fisher Price is collecting __________ data.

Correct AnswerverifiedShow Answer

Figure 7-6A: Annual Sales of Tony's Pizza and Figure 7-6B: Average Annual Sales of Tony's Pizza per Household -Interpret and contrast Figure 7-6A and Figure 7-6B for Tony's Pizza. What findings would you present based on this information?

Correct AnswerverifiedPart A shows that annual unit sales of T...View AnswerShow Answer

What kind of question is the following? "Place an 'X' in the space that describes your feelings about this test." Easy __ __ __ __ __ Difficult

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

The type of question you are answering right now is an example of a(n) __________ question.

Correct AnswerverifiedShow Answer

The final step in the five-step marketing research approach includes making action recommendations, implementing action recommendations, and __________.

Correct AnswerverifiedShow Answer

-According to Figure 7-1 above, what does B represent in the marketing research process?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A general rule of thumb among marketing researchers is to use __________ first and then collect __________.

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
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Correct Answer
verified
Part A shows that annual unit sales of T...
View Answer

What kind of question is the following? "Place an 'X' in the space that describes your feelings about this test." Easy __ Difficult

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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A general rule of thumb among marketing researchers is to use first and then collect .

Correct Answer
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