Question 1

Secondary data are the

Accepted Answer

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

Question 2

The Internet website USA.gov

Accepted Answer

A)  is a depository of information on U.S. business, economic and trade activity collected by the federal government.
B)  is a portal to all government websites that can be found by topic or keyword.
C)  provides up-to-the-minute business news and security prices plus research reports of companies, industries, and countries.
D)  is the most popular Internet portal to enter key words or topics for specific searches.
E)  accesses information in online databases and an index of blogs by primary topic.F) None of the above
G) B) and E)

Question 3

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)  mall intercept interviews
C)  focus group
D)  survey of experts
E)  panelF) B) and E)
G) A) and B)

Question 4

All of the following are idea evaluation methods EXCEPT:

Accepted Answer

A)  a mail survey.
B)  an online survey.
C)  a focus group.
D)  a telephone survey.
E)  an e-mail survey.F) A) and B)
G) B) and E)

Question 5

Questionnaire data refer to

Accepted Answer

A)  the facts and figures obtained by observing people about their attitudes, awareness, intentions, and behaviors.
B)  the facts and figures obtained by analyzing people's brain waves as consumers complete surveys about their geodemographics, ethnographics, and behaviors.
C)  psychographic data obtained by asking people non-biased questions about their age, occupation, and income.
D)  the facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors.
E)  any type of information about a consumer obtained through non-technological methods.F) B) and E)
G) A) and B)

Question 6

-Figure 7-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does E represent?

Accepted Answer

A)  external data sources
B)  results
C)  data warehouse
D)  internal data sources
E)  buying queriesF) C) and E)
G) C) and D)

Question 7

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 8

A test market for a new Kellogg's cereal is an example of

Accepted Answer

A)  hypothesis generation.
B)  an experiment.
C)  secondary data.
D)  virtual modeling.
E)  probability sampling.F) A) and B)
G) B) and D)

Question 9

All of the following are examples of marketing outcome data EXCEPT:

Accepted Answer

A)  customer phone calls.
B)  repeat sales reports.
C)  accounting records.
D)  salespeople's call reports.
E)  sales reports by geographic region.F) A) and C)
G) C) and E)

Question 10

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

Accepted Answer

A)  theories
B)  notions
C)  perceptions
D)  impressions
E)  conceptsF) A) and C)
G) A) and B)

Question 11

The U.S. Census Bureau publishes the __________, which is conducted every five years and contains detailed information on the number and sales of U.S. establishments that produce goods or resources.

Accepted Answer

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

Question 12

A potential difficulty with experiments like test markets is that outside factors, such as the actions of competitors, can distort the results by affecting __________, such as sales.

Accepted Answer

A)  independent variables
B)  marketing drivers
C)  dependent variables
D)  causality variables
E)  probability variablesF) A) and D)
G) A) and E)

Question 13

Red Carpet Baby!, a children's accessory and toy store, is considering expanding the size of the store. The manager queries its marketing database to understand how a change in square footage might impact sales. She is performing a(n)  __________.

Accepted Answer

A)  marketing action analysis
B)  environmental scan
C)  situational analysis
D)  sensitivity analysis
E)  problem searchF) C) and D)
G) A) and B)

Question 14

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

Question 15

In evaluating whether its Facebook and Twitter social media programs are working well, Carmex considered using various marketing metrics. One metric it chose was __________, which quantifies the number of Carmex mentions on the Internet as a percentage of all mentions of major lip balm brands.

Accepted Answer

A)  Carmex sentiment
B)  Carmex Twitter followers
C)  Carmex conversation velocity
D)  Carmex Facebook likes
E)  Carmex share of voiceF) A) and D)
G) B) and E)

Question 16

There are three key elements when defining a marketing research problem. One of these is __________.

Accepted Answer

A)  specify constraints
B)  set the research objectives
C)  determine how report the findings
D)  evaluate previous research results
E)  identify data needed for marketing actionsF) B) and D)
G) C) and D)

Question 17

Marketers are increasingly using online surveys to collect primary data. One advantage is that

Accepted Answer

A)  response rates are higher because consumers are anonymous.
B)  the quality of responses is better with online surveys than they are with personal interview surveys.
C)  turnaround time from data collection to report is much quicker than with traditional methods.
D)  consumers value e-mail surveys and feel highly regarded when receiving them.
E)  consumers want to be helpful so they complete the survey multiple times.F) A) and C)
G) C) and D)

Question 18

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

Accepted Answer

A)  internal primary data.
B)  nonprobability sampling methods.
C)  internal secondary data.
D)  external secondary data.
E)  external primary data.F) None of the above
G) D) and E)

Question 19

All of the following are challenges marketers face when conducting marketing research EXCEPT:

Accepted Answer

A)  Will consumers' actual purchase behaviors match their stated interests or intentions?
B)  Will consumers reveal honest answers to questions about personal or status issues?
C)  Will consumers buy the same brand they say they will?
D)  Will consumers accept a small gratuity for participating in a market research study for a new or existing product?
E)  Will consumers really know whether they are likely to buy a new product that they have never thought about before?F) D) and E)
G) C) and D)

Question 20

In conducting marketing research on Facebook, Carmex is considering using a marketing metric that measures how active its Facebook audience is with Carmex, such as when consumers post a comment on the Carmex wall or reply to one of the Carmex posts. This metric is called Carmex

Accepted Answer

A)  Sentiment.
B)  Share of Voice.
C)  Engagement.
D)  Conversation Velocity.
E)  Likes.F) All of the above
G) C) and E)

Exam 7: Marketing Research: From Customer Insights to Actions

In conducting marketing research on Facebook, Carmex is considering using a marketing metric that measures how active its Facebook audience is with Carmex, such as when consumers post a comment on the Carmex wall or reply to one of the Carmex posts. This metric is called Carmex

Correct AnswerverifiedShow Answer

In evaluating whether its Facebook and Twitter social media programs are working well, Carmex considered using various marketing metrics. One metric it chose was __________, which quantifies the number of Carmex mentions on the Internet as a percentage of all mentions of major lip balm brands.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

-Figure 7-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does E represent?

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

Questionnaire data refer to

Correct AnswerverifiedShow Answer

All of the following are examples of marketing outcome data EXCEPT:

Correct AnswerverifiedShow Answer

All of the following are idea evaluation methods EXCEPT:

Correct AnswerverifiedShow Answer

Red Carpet Baby!, a children's accessory and toy store, is considering expanding the size of the store. The manager queries its marketing database to understand how a change in square footage might impact sales. She is performing a(n) __________.

Correct AnswerverifiedShow Answer

There are three key elements when defining a marketing research problem. One of these is __________.

Correct AnswerverifiedShow Answer

Marketers are increasingly using online surveys to collect primary data. One advantage is that

Correct AnswerverifiedShow Answer

Secondary data are the

Correct AnswerverifiedShow Answer

A potential difficulty with experiments like test markets is that outside factors, such as the actions of competitors, can distort the results by affecting __________, such as sales.

Correct AnswerverifiedShow Answer

The U.S. Census Bureau publishes the __________, which is conducted every five years and contains detailed information on the number and sales of U.S. establishments that produce goods or resources.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow 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

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

The Internet website USA.gov

Correct AnswerverifiedShow Answer

All of the following are challenges marketers face when conducting marketing research EXCEPT:

Correct AnswerverifiedShow Answer

A test market for a new Kellogg's cereal is an example of

Correct AnswerverifiedShow Answer

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Secondary data are facts and figures tha...
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