Question 1

Surveys that enable the interviewer to be flexible in asking probing questions or getting reactions to visual materials would be best conducted using

Accepted Answer

A)   personal interview surveys.
B)   mail surveys.
C)   telephone interview surveys.
D)   fax surveys.
E)   online surveys.F) A) and E)
G) B) and D)

Question 2

Facebook and Twitter are examples of __________.

Accepted Answer

A)   Internet portals
B)   social media
C)   wikis
D)   virtual focus groups
E)   e-journalsF) A) and D)
G) C) and D)

Question 3

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 competitors are using unfair pricing practices.
C)   hired by a customer to report on illegal or unethical practices that are regularly taking place at a particular establishment.
D)   who pose as customers to check on a firm's products or services and are paid to write a detailed report on their experiences.
E)   hired by law firms to check on the safety of their clients' products.F) A) and B)
G) B) and E)

Question 4

__________ surveys are the best choice if a marketing researcher wants flexibility in asking probing questions or getting reactions to visual materials.

Accepted Answer

A)   Personal interview
B)   Mail
C)   Telephone
D)   Fax
E)   OnlineF) B) and C)
G) A) and C)

Question 5

Figure 8-4: Question 3
-fixed alternative question with three or more choices uses a(n) __________.

Accepted Answer

A)   scale
B)   frequency distribution
C)   measure of success
D)   open-ended question
E)   constraintF) A) and D)
G) A) and C)

Question 6

__________ 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 C)
G) A) and E)

Question 7

Linear trend extrapolation is similar to trend extrapolation except

Accepted Answer

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

Question 8

marketing vice president of Health Care Services,Inc.,you are in charge of developing an experiment to test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory.Which experiment will do this best?

Accepted Answer

A)   Create an incentive program for our sales force based upon individual performance. Use increases in customer satisfaction as your dependent variable and increases in sales performance as your independent variable.
B)   Select three degrees of service health care (poor, good, average)  as your independent variable and measure customer responses for each grade using the same number of sales representatives in each territory as your dependent variable.
C)   Create an incentive program for your salesforce based upon individual performance. Use increases in customer satisfaction as your independent variable and increases in sales performance as your dependent variable.
D)   Use a different number of salespeople in three different sales territories as your independent variable and changes in sales of health care services as the dependent variable.
E)   Create an incentive program for your salesforce based upon team performance. Use increases in customer satisfaction as your independent variable and increases in sales performance for the team as your dependent variable.F) C) and D)
G) B) and E)

Question 9

During the marketing research process,__________ are the specific,measurable goals the decision maker seeks to achieve in conducting the marketing research.

Accepted Answer

A)   measures of success
B)   research constraints
C)   marketing research plans
D)   hypothetical scenarios
E)   research objectivesF) B) and D)
G) B) and E)

Question 10

Observing people and asking them questions are the two principal ways to obtain

Accepted Answer

A)   external secondary data.
B)   internal secondary data.
C)   primary data.
D)   experimental independent variables.
E)   nonprobability data.F) B) and E)
G) A) and B)

Question 11

sample of consumers or stores from which researchers take a series of measurements is referred to as a(n)

Accepted Answer

A)   panel.
B)   experiment.
C)   focus group.
D)   jury of executive opinion.
E)   survey of experts.F) B) and E)
G) B) and C)

Question 12

Figure 8-4: Question 1
-__________ question is the simplest form of a fixed alternative question that allows only a "yes" or "no" response.

Accepted Answer

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

Question 13

process of selecting representative elements from a population is referred to as

Accepted Answer

A)   hypothesis generation.
B)   sampling.
C)   information gathering.
D)   statistical inference.
E)   probability extrapolation.F) A) and E)
G) B) and C)

Question 14

Figure 8-A
-the following in Figure 8-A above represent __________ that serve as independent variables in marketing experiments.

Accepted Answer

A)   sales drivers
B)   environmental forces
C)   the market mix
D)   marketing drivers
E)   "what if" factorsF) B) and E)
G) A) and D)

Question 15

picture or verbal description of a product or service a firm might offer for sale is referred to as a(n)

Accepted Answer

A)   constraint.
B)   proposition.
C)   new-product concept.
D)   alternative.
E)   protocol.F) B) and D)
G) None of the above

Question 16

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

Accepted Answer

An information technology system used to...

Question 17

type of market is a food company using when it offers a product for sale in a small geographic area to help it evaluate potential marketing actions?

Accepted Answer

A)   micro market
B)   trail market
C)   experimental market
D)   simulated market
E)   test marketF) B) and E)
G) B) and D)

Question 18

Figure 8-6C: Average Annual Sales per Household of Tony's Pizza, by Household Size
-Figure 8-6C above shows that

Accepted Answer

A)   Tony's Pizza sales to households with 5 or more people increased over the period 2008 to 2011.
B)   households with 5 or more people bought the least amount of Tony's Pizza over the period 2008 to 2011.
C)   from 2008 to 2011, as single people married and became two person households, the increase in sales of Tony's Pizza was greater than the expected 200% change.
D)   Tony's Pizza sales to households with 2 people have remained relatively steady from 2008 to 2011.
E)   the changes from year to year are really not significant since overall sales of Tony's Pizza have continued to increase.F) B) and D)
G) A) and D)

Question 19

Primary data refer to

Accepted Answer

A)   facts and figures that are newly collected for a project at hand.
B)   facts and figures that have already been recorded prior to the project at hand.
C)   facts and figures obtained by watching people mechanically rather than in person.
D)   facts and figures obtained by either by asking people questions through the use of information technology.
E)   conclusions developed from information obtained from a representative sample of a population..F) B) and D)
G) C) and D)

Question 20

Marketing Research Method Photo B
-special kind of individual interview in which researchers ask lengthy,free-flowing kinds of questions to probe for underlying ideas and feelings is called a(n)

Accepted Answer

A)   focus group.
B)   discovery interview.
C)   probing interview.
D)   guided interview.
E)   depth interview.F) A) and E)
G) A) and D)

Exam 8: Marketing Research: From Customer Insights to Actions

Linear trend extrapolation is similar to trend extrapolation except

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type of market is a food company using when it offers a product for sale in a small geographic area to help it evaluate potential marketing actions?

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__________ surveys are the best choice if a marketing researcher wants flexibility in asking probing questions or getting reactions to visual materials.

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sample of consumers or stores from which researchers take a series of measurements is referred to as a(n)

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Figure 8-6C: Average Annual Sales per Household of Tony's Pizza, by Household Size -Figure 8-6C above shows that

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Marketing Research Method Photo B -special kind of individual interview in which researchers ask lengthy,free-flowing kinds of questions to probe for underlying ideas and feelings is called a(n)

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

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Figure 8-4: Question 1 -__________ question is the simplest form of a fixed alternative question that allows only a "yes" or "no" response.

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Surveys that enable the interviewer to be flexible in asking probing questions or getting reactions to visual materials would be best conducted using

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Figure 8-A -the following in Figure 8-A above represent __________ that serve as independent variables in marketing experiments.

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Mystery shoppers are people

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During the marketing research process,__________ are the specific,measurable goals the decision maker seeks to achieve in conducting the marketing research.

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Observing people and asking them questions are the two principal ways to obtain

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Facebook and Twitter are examples of __________.

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marketing vice president of Health Care Services,Inc.,you are in charge of developing an experiment to test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory.Which experiment will do this best?

Correct AnswerverifiedShow Answer

__________ 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.

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Figure 8-4: Question 3 -fixed alternative question with three or more choices uses a(n) __________.

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Primary data refer to

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picture or verbal description of a product or service a firm might offer for sale is referred to as a(n)

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process of selecting representative elements from a population is referred to as

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An information technology system used to...
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