Question 1

Filmmakers want movie titles that use basically the same factors that make a good brand name; they must be concise, grab attention, capture the essence of the film, and __________.

Accepted Answer

A)  have no legal restrictions
B)  create a sense of mystery
C)  use devices such as alliteration or rhyme
D)  create a sense of familiarity
E)  be creativeF) A) and B)
G) A) and C)

Question 2

In the world of marketing, __________ are ideas about products or services.

Accepted Answer

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

Question 3

Research and media firm Youth Culture published Watch magazine, a teen publication given out free to high school students, but the publication was unable to deliver response rates to coupons or sample offers that its advertisers expected.Youth Culture handed out surveys to learn how students felt about the publication.Feedback indicated teen boys and girls were demanding very different things from the publication.This feedback was gleaned from __________ data.

Accepted Answer

A)  questionnaire
B)  internal secondary
C)  external secondary
D)  observational
E)  periodical-basedF) A) and B)
G) A) and C)

Question 4

The principal ways to collect new or primary data for a marketing study are by observing people and by asking them questions.Give two examples of each method.

Accepted Answer

Observing people includes watching, eith...

Question 5

The approaches that can be used to collect data to solve all or part of a marketing research problem are referred to as

Accepted Answer

A)  proposals.
B)  strategies.
C)  tactics.
D)  analyses.
E)  methods.F) B) and D)
G) D) and E)

Question 6

Criteria or standards used in evaluation proposed solutions to a problem are referred to as

Accepted Answer

A)  solution factors.
B)  problem resolution.
C)  determinant factors.
D)  measures of success.
E)  resolution parameters.F) B) and E)
G) None of the above

Question 7

List the elements of an information system used to help answer marketing questions.

Accepted Answer

An information system used to satisfy an...

Question 8

Movie studios use tracking studies in which prospective moviegoers are asked questions about an upcoming film's release to help them forecast sales.This is an example of

Accepted Answer

A)  movie advertising.
B)  marketing research.
C)  tactical support.
D)  cross-movie research.
E)  movie audits.F) B) and D)
G) A) and B)

Question 9

What 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 10

Decision making is the act of

Accepted Answer

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

Question 11

Informal social networks of professionals and employees within and outside the firm who have similar work-related activities and interests are called communities of __________.

Accepted Answer

A)  narrow-minded individuals
B)  small-minded individuals
C)  like-minded individuals
D)  hard-headed individuals
E)  close-minded individualsF) B) and E)
G) B) and D)

Question 12

What type of market would a food company use to offer a product for sale in a small geographic area to help them evaluate potential marketing actions?

Accepted Answer

A)  test market
B)  cottage country market
C)  experiment market
D)  trading market
E)  wholesale marketF) A) and B)
G) B) and C)

Question 13

Facts and figures obtained by watching, either mechanically or in person, how people actually behave are referred to as __________ data.

Accepted Answer

A)  virtual
B)  observational
C)  hypothetical
D)  primary source
E)  statisticalF) A) and D)
G) B) and C)

Question 14

What is a panel? How is it used in marketing research? What disadvantage is associated with its use?

Accepted Answer

A panel is a sample of consumers or stor...

Question 15

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

Accepted Answer

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

Question 16

Specifying constraints, identifying data needed for marketing actions, and determining how to collect data, would take place during which stage in 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) A) and D)
G) B) and D)

Question 17

FIGURE 8-16 
-Question 6 in the Wendy's survey in Figure 8-16 above, best 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 18

Sales forecast refers to

Accepted Answer

A)  the total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts.
B)  the total sales generated by a product during a specified time period that resulted from specified environmental conditions and its own marketing efforts.
C)  the total expected sales from a product, not taking into consideration any possible environmental forces.
D)  profit goals established from industry forecasts and past performance records of individual sales representatives.
E)  profit goals established by calculating the past performance of the sales force and comparing that information to the firm's relative market share.F) None of the above
G) D) and E)

Question 19

A 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)  panel
D)  survey of experts
E)  focus groupF) B) and E)
G) A) and B)

Question 20

Which of the following statements regarding the Ford Consulting Group (FCG)  is most accurate?

Accepted Answer

A)  FCG collects the most specific primary and secondary data possible, for their clients.
B)  FCG uses statistical data exclusively, stating that marketing dashboards are too vague.
C)  The primary service FCG performs for their clients is the interpretation of data rather than the collection of data.
D)  The primary service FCG performs for their clients is the identification of the most appropriate consumers from whom to collect market research data.
E)  FCG not only collects data and interprets it, they design the action plan to implement actions based upon it findings.F) A) and C)
G) A) and E)

Exam 8: Marketing Research: From Customer Insights to Actions

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

Correct Answer
verified

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

Correct Answer
verified

Which of the following statements regarding the Ford Consulting Group (FCG) is most accurate?

Correct Answer
verified

What type of market would a food company use to offer a product for sale in a small geographic area to help them evaluate potential marketing actions?

Correct Answer
verified

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

Correct Answer
verified

List the elements of an information system used to help answer marketing questions.

Correct Answer
verified
An information system used to satisfy an...
View Answer

What 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

Movie studios use tracking studies in which prospective moviegoers are asked questions about an upcoming film's release to help them forecast sales.This is an example of

Correct Answer
verified

FIGURE 8-16 -Question 6 in the Wendy's survey in Figure 8-16 above, best illustrates which type of question format?

Correct Answer
verified

Facts and figures obtained by watching, either mechanically or in person, how people actually behave are referred to as __________ data.

Correct Answer
verified

The principal ways to collect new or primary data for a marketing study are by observing people and by asking them questions.Give two examples of each method.

Correct Answer
verified
Observing people includes watching, eith...
View Answer

Criteria or standards used in evaluation proposed solutions to a problem are referred to as

Correct Answer
verified

What is a panel? How is it used in marketing research? What disadvantage is associated with its use?

Correct Answer
verified
A panel is a sample of consumers or stor...
View Answer

Filmmakers want movie titles that use basically the same factors that make a good brand name; they must be concise, grab attention, capture the essence of the film, and __________.

Correct Answer
verified

Correct Answer
verified

In the world of marketing, __________ are ideas about products or services.

Correct Answer
verified

Decision making is the act of

Correct Answer
verified

Sales forecast refers to

Correct Answer
verified

The approaches that can be used to collect data to solve all or part of a marketing research problem are referred to as

Correct Answer
verified

Informal social networks of professionals and employees within and outside the firm who have similar work-related activities and interests are called communities of __________.

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following statements regarding the Ford Consulting Group (FCG) is most accurate?

Correct AnswerverifiedShow Answer

What type of market would a food company use to offer a product for sale in a small geographic area to help them evaluate potential marketing actions?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

List the elements of an information system used to help answer marketing questions.

Correct AnswerverifiedAn information system used to satisfy an...View AnswerShow Answer

What 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

Movie studios use tracking studies in which prospective moviegoers are asked questions about an upcoming film's release to help them forecast sales.This is an example of

Correct AnswerverifiedShow Answer

FIGURE 8-16 -Question 6 in the Wendy's survey in Figure 8-16 above, best illustrates which type of question format?

Correct AnswerverifiedShow Answer

Facts and figures obtained by watching, either mechanically or in person, how people actually behave are referred to as __________ data.

Correct AnswerverifiedShow Answer

The principal ways to collect new or primary data for a marketing study are by observing people and by asking them questions.Give two examples of each method.

Correct AnswerverifiedObserving people includes watching, eith...View AnswerShow Answer

Criteria or standards used in evaluation proposed solutions to a problem are referred to as

Correct AnswerverifiedShow Answer

What is a panel? How is it used in marketing research? What disadvantage is associated with its use?

Correct AnswerverifiedA panel is a sample of consumers or stor...View AnswerShow Answer

Filmmakers want movie titles that use basically the same factors that make a good brand name; they must be concise, grab attention, capture the essence of the film, and __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In the world of marketing, __________ are ideas about products or services.

Correct AnswerverifiedShow Answer

Decision making is the act of

Correct AnswerverifiedShow Answer

Sales forecast refers to

Correct AnswerverifiedShow Answer

The approaches that can be used to collect data to solve all or part of a marketing research problem are referred to as

Correct AnswerverifiedShow Answer

Informal social networks of professionals and employees within and outside the firm who have similar work-related activities and interests are called communities of __________.

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
verified
An information system used to satisfy an...
View Answer

Correct Answer
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Secondary data are facts and figures tha...
View Answer

Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Observing people includes watching, eith...
View Answer

Correct Answer
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Correct Answer
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A panel is a sample of consumers or stor...
View 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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