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Q:
Selling a product to a different market segment usually requires a different marketing action that in turn means greater costs. If increased revenues don't offset extra costs of this action, a marketer should __________.
A. increase the advertising budget
B. prune the product offerings
C. family brand their products
D. combine segments
E. group products into categories
Q:
Which of the following is NOT a criterion to use in forming market segments?
A. The ability to assign buyers to a segment is cost-effective and simple.
B. The result of segmenting will cause an increase in market share or profit.
C. There are significant similarities among buyers in the market segment.
D. There is a potential marketing action to reach the segment.
E. The cost to reach the segment exceeds its profitability.
Q:
Which of the following is NOT a reason to segment a market?
A. The ability to assign buyers to a segment is simple and cost-effective.
B. It would cause an increase in market share or profit.
C. All the buyers in the entire market have similar wants and needs.
D. There is a potential marketing action to reach it.
E. There are different wants and needs of buyers in the entire market.
Q:
Questionnaire data refer toA. 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.
Q:
Marketing Research Method Photo
Consider the Marketing Research Method Photo above. What type of primary research method is most likely being used?
A. extrapolation
B. hypothesizing
C. neuromarketing
D. deduction
E. conjecture
Q:
Researchers for Frito-Lay discovered that matte beige bags of potato chips picturing potatoes and other healthy ingredients in the snack do not trigger activity in the anterior cingulate cortex, an area of the brain associated with feelings of guilt, as much as shiny bags with pictures of chips. Frito-Lay then switched out of shiny packaging in the United States shortly thereafter. This is an example of usingA. extrapolation.B. supposition.C. implication.D. neuromarketing.E. conjecture.
Q:
Based on __________, the Campbell's Soup Company changed the labels of most of its soup cans.A. external secondary data - an article in the Journal of Consumer Behavior on ethnographic researchB. social media Facebook comments and Twitter tweets analysisC. internal secondary data - sales reports on soup sales by flavor and package type (can or microwave bowl)D. neuromarketing studiesE. online/e-mail questionnaires
Q:
What type of marketing uses brain scanning to analyze the buying processes of research participants?A. subliminal marketingB. permission marketingC. ultrasense marketingD. optimization marketingE. neuromarketing
Q:
Brand guru Martin Lindstrom believes that traditional marketing research is wasted becauseA. consumers usually lie to researchers out of embarrassment.B. often competitors provide information that will purposefully throw off results.C. marketers almost always fail to follow proper statistics procedures.D. different researchers report different conclusions when analyzing the same data.E. much of a consumer's feelings toward products and brands resides in the subconscious part of the brain.
Q:
The field of marketing that studies the brain and its response to marketing stimuli is referred to asA. extrapolation.B. hypothesizing.C. neuromarketing.D. deduction.E. conjecture.
Q:
Which of the following statements concerning personal observation is most accurate?A. Personal observation is more accurate than ethnopsychic research because the observer/analyst is able to pick up subtleties in the respondent's body language, speech patterns, and facial movements that are often missed by other data collection methods.B. Personal observation is especially suited for small businesses that need the research data but cannot afford more expensive data collection methods.C. Personal observation is very effective since it can reveal not only what people do, but also effectively determine why they do it.D. Personal observation is both useful and flexible, but has reliability issues when different observers watching the same event report different results.E. With personal observation, different observers will reliably report the same conclusions when watching the same event, such as people brushing their teeth.
Q:
Best Western International, Inc., a national hotel chain, paid couples to film themselves as they spent three to seven days on a cross-country trip. Best Western found that women usually decide when to pull off the road, where to stay overnight, and what amenities the lodging should have to make their stay more enjoyable. These couples made choices in a typical environment, providing __________ research to Best Western.A. secondaryB. developmentalC. alternativeD. ethnographicE. focus group
Q:
Which of the following statements concerning ethnographic research is most accurate?A. Ethnographic research was specifically designed to use in global markets to help marketers understand cultural diversity and ethnocentrism.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 encounter products in their natural use environment.E. Ethnographic researchers use videotapes to eliminate miscues of subtle emotional reactions that can skew market research results.
Q:
Melanie manages a local store for a national drug store chain, and had received complaints from several customers about rude employees. To check on her customer service, Melanie hired a team of researchers, who posed as customers shopping in the store. Occasionally, they bought something, but their primary purpose was to take notes and record the actions of the service staff. The research notes Melanie received were a form of __________ data.A. secondaryB. developmentalC. observationalD. nationalE. questionnaire
Q:
Mystery shoppers are peopleA. 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.
Q:
Figure 7-3
Figure 7-3 above shows the top ten prime-time broadcast TV shows during a recent May sweeps week. If an advertiser such as Apple wanted to buy time on one of these TV shows, which of the following statements would be most accurate?
A. People who like reality TV are more likely to watch ABC than FOX.
B. Apple should advertise on NCIS: Los Angeles since the rate CBS would charge is the same as the rate FOX would charge for American Idol.
C. Apple would advertise on Dancing with the Stars - Results and NOT Dancing with the Stars because the proportion of the TV households actually tuned into the former is greater than the latter.
D. Of all households with TVs in the U.S., fewer households watched American Idol - Wednesday than American Idol - Thursday.
E. The cost of an advertisement shown on American Idol - Thursday would cost more than one aired during Dancing with the Stars - Results.
Q:
Figure 7-3
Figure 7-3 above shows the top ten prime-time broadcast TV shows during a recent May sweeps week. Advertisers like Sears use the Nielsen Television Ranking Index Report from Nielsen Media Research to identify the ratings of the top TV programs so they can make informed advertising media purchase decisions. For which TV program would you expect Sears to pay the most, presuming its demographics match those of its target audience?
A. American Idol - Thursday
B. The Big Bang Theory
C. NCIS: Los Angeles
D. NCIS
E. Dancing with the Stars
Q:
Figure 7-3
Consider Figure 7-3 above, which is based on data collected from mechanical observations through the use of __________ to prepare Nielsen Media Research's Nielsen Television Index Ranking Report.
A. a people meter
B. neuromarketing
C. a bot
D. a DVR
E. streaming video
Q:
National TV ratings, collected with a "people meter" and published by Nielsen Media Research, are an example of __________ data.A. internal secondary dataB. interactive industry dataC. external secondary dataD. mechanical observational dataE. sensitivity data
Q:
The purpose of Nielsen Media Research's "cross-platform television ratings" is toA. expand its scope to include the effectiveness of online college courses.B. expand its scope to include satellite radio programming.C. combine its new online ratings with its existing TV ratings.D. expand its business to a global market.E. gain access to every American home that owns a television, mobile phone, or computer.
Q:
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.A. observationalB. questionnaireC. interviewD. on-siteE. focus group
Q:
Observational data refer toA. facts and figures newly collected for the project at hand.B. facts and figures obtained by asking people questions either through personal interviews, panel discussions, or questionnaires.C. facts and figures obtained by watching, either mechanically or in person, how people actually behave.D. facts and figures that have already been recorded from multiple sources prior to the project.E. conclusions developed from information obtained from a representative sample of a population.
Q:
GoogleA. is a depository of information on U.S. business, economic and trade activity collected by the federal government.B. is to the most direct way to access all government websites.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 where users can enter key words or topics for specific searches.E. accesses information in online databases and an index of blogs by primary topic.
Q:
The Internet website USA.govA. 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.
Q:
The U.S. Census Bureau websiteA. are repositories of information on U.S. business, economic and trade activity collected by the federal government.B. are portals to all government websites that can be found by topic or keyword.C. provide up-to-the-minute business news and security prices plus research reports of companies, industries, and countries.D. are the most popular Internet portals to enter key words or topics for specific searches.E. access information in online databases and blogs by primary topic.
Q:
The Internet sites for The Wall Street Journal, CNBC, and Fox BusinessA. sell information on trade activity collected by the U.S. government.B. are portals to all government websites that can be found by topic or keyword.C. provide information in online databases and an index of blogs by primary topic.D. are the most popular online portals in which to enter key words or topics for specific searches.E. provide up-to-the-minute business news and video clips about companies, industries, and trends.
Q:
Secondary data in online databases can be accessed either directly, or via Internet search engines orA. portals through keyword searches.B. internal statistical data.C. probability sampling data.D. personal chat rooms.E. social media like Facebook.
Q:
Two important disadvantages of secondary data are __________ and __________.A. inexpensive; up-to-dateB. not up-to-date; not specific enough for the projectC. low cost; saves timeD. tailor-made to specifications; out of dateE. cost; time-consuming to collect the data
Q:
Two important advantages of secondary data are that they are __________ and __________.A. inexpensive; up-to-dateB. up-to-date; supplies all relevant categories of informationC. inexpensive or free; save timeD. tailor-made to specifications; relatively inexpensiveE. highly credible; up-to-date
Q:
The J.D. Power & Associates and other market research firms recruit groups of consumers for __________, each of whom are paid to record all of their purchases on a regular basis. Businesses pay firms like J.D. Power for their reports that answer the question, "How many times did our customers buy our products this year compared to last year?"A. focus groupsB. experimentsC. syndicated panelsD. syndicated data miningE. mall intercept interviews
Q:
When Karsh and Hagan Advertising Agency uses information found in Nielsen Television Index Ranking Report published by Nielsen Media Research to plan television advertising schedules for its clients, it is relying on __________ data.A. neuromarketingB. primaryC. internal secondaryD. observationalE. external secondary
Q:
Published data from outside the organization are referred to as __________ data.A. proprietaryB. external primaryC. internal secondaryD. internal primaryE. external secondary
Q:
All of the following are examples of marketing outcome data EXCEPT:A. customer phone calls.B. repeat sales reports.C. accounting records.D. salespeople's call reports.E. sales reports by geographic region.
Q:
All of the following are examples of marketing input data EXCEPT:A. advertising budgets.B. call reports.C. accounting records.D. sales budgets.E. advertising expenses.
Q:
Primary data refer toA. 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.
Q:
Children's accessory and toy store Red Carpet Baby! uses U.S. Census Bureau information to determine the number of families with children under age 5 for each state in its market area. Data obtained from this source are called __________.A. proprietary dataB. primary dataC. secondary dataD. observational dataE. experimental data
Q:
Secondary data can be divided into two parts - __________ and __________.A. primary data; empirical dataB. empirical data; secondary dataC. tertiary data; demographic dataD. demographic data; observational dataE. internal secondary data; external secondary data
Q:
Secondary data are theA. 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.
Q:
All of the following are sources of primary data EXCEPT:A. government publications.B. observational data.C. experiments.D. social media.E. panels.
Q:
Figure 7-2B
Figure 7-2B above shows that primary data may be divided into three related parts. If D represents data collected from individual interviews, focus groups, trend hunting, etc., which type of data is D?
A. questionnaire data
B. mined data
C. internal secondary data
D. external secondary data
E. observational data
Q:
Figure 7-2B
Figure 7-2B above shows that primary data may be divided into three related parts. If C represents data collected from mechanical, personal, or neuromarketing methods, which type of data is C?
A. questionnaire data
B. mined data
C. internal secondary data
D. external secondary data
E. observational data
Q:
Figure 7-2B
Figure 7-2B above shows that secondary data may be divided into two related parts. If B represents data collected from the U.S. Census Bureau, trade association studies, business periodicals, etc., which type of data is B?
A. questionnaire data
B. mined data
C. internal secondary data
D. external secondary data
E. observational data
Q:
Figure 7-2B
Figure 7-2B above shows that secondary data may be divided into two related parts. If Box A represents marketing input and outcome data (budgets, call reports, customer communications, etc.), which type of data is A?
A. questionnaire data
B. mined data
C. internal secondary data
D. external secondary data
E. observational data
Q:
Figure 7-2A
Figure 7-2A above shows the two main types of data. If B represents the facts and figures that have already been recorded before the project at hand, which type of data is B?
A. compound data
B. secondary data
C. tertiary data
D. primary data
E. nonprobability data
Q:
Figure 7-2A
Figure 7-2A above shows the two main types of data. If box A represents the facts and figures that are newly collected for the project, which type of data is A?
A. internal primary data
B. secondary data
C. external primary data
D. primary data
E. internal secondary data
Q:
The two main types of data areA. independent and dependent.B. primary and secondary.C. comprehension and case specific.D. extraneous and experimental.E. measurable and non-measurable.
Q:
Data refer to theA. subjective psychographic feelings collected by an organization upon which it bases subsequent marketing actions.B. objective demographic characteristics collected by an organization upon which it bases subsequent marketing actions.C. facts and figures related to the problem that are divided into two main parts: secondary data and primary data.D. information collected by a source other than the company itself used to determine the best possible solution to a marketing problem.E. facts and figures related to the problem that are only available for purchase from the federal government.
Q:
The facts and figures related to the problem are referred to as __________.A. dataB. statisticsC. variablesD. conceptsE. constraints
Q:
Drawing conclusions about every woman who leases a car in a particular zip code from a representative sample of 250 women in that zip code who lease a car is calledA. probability sampling.B. nonprobability sampling.C. random sampling.D. statistical inference.E. interpolation.
Q:
The process of selecting elements from a population, collecting data from them, and using it as representative of all those a researcher is interested in is referred to asA. hypothesis generation.B. sampling.C. information gathering.D. statistical inference.E. probability extrapolation.
Q:
In marketing research, the term sampling refers toA. testing the effectiveness of a marketing alternative in a supervised setting.B. the collection of various secondary data through electronic or mechanical means.C. allowing a subject to experience first-hand a new or updated product or service.D. selecting representative elements from a population and treating their answers as typical of all those in whom they are interested.E. testing members from all ages, both genders, and different levels of income and education to guarantee reliable information.
Q:
Sampling and statistical inference are special __________, which are vital in marketing research to solve all or part of a problem.A. systemsB. stylesC. methodsD. mannersE. modes
Q:
The Journal of Marketing Research and the Journal of Marketing provideA. up-to-date tables for the latest data on consumer sales, listed by industry.B. summaries of research methods and techniques valuable in addressing marketing problems.C. the latest data on marketing expenditures based on consumer geodemographics.D. postings of professional marketing opportunities at universities and colleges.E. an in-depth list of marketing positions and opportunities at major corporations.
Q:
When Fisher-Price managers attempted to redesign its classic toy, the Chatter Telephone, they considered adding a noisemaker, wheels, and eyes to a basic plastic telephone, and thus they developed severalA. virtual prototypes.B. product substitutes.C. product hypotheses.D. new-product concepts.E. new-feature matrices.
Q:
Prior to its production, LEGO marketing managers developed a(n) __________ for the innovative MINDSTORMS EV3 robot capable of walking or skating, perhaps by adding an infrared sensor.A. virtual conceptB. product substituteC. product hypothesisD. new-feature matricesE. new-product concept
Q:
In the world of marketing, __________ are ideas about products or services.A. theoriesB. notionsC. perceptionsD. impressionsE. concepts
Q:
What are the two most common constraints in marketing problem solving?A. limitations of personnel and office spaceB. limitations of the strategic thinking and creativity of the firm's advertising agencyC. limitations on the time and money availableD. government regulations and rights to privacyE. limitations on access to upper and middle management
Q:
In a marketing decision, constraints refer toA. the external factors affecting the number of people who can work on a solution to a problem.B. the number of possible alternatives in a company's solution set.C. the restrictions placed on potential solutions to a problem.D. the internal factors affecting whether to select one alternative over another.E. the internal factors that determine who in the organization selects the best problem to fit the hypothetical solution.
Q:
There are three key elements when defining a marketing research problem. One of these is __________.A. specify the objectivesB. evaluate previous research resultsC. determine how to collect dataD. identify possible marketing actionsE. identify data needed for marketing actions
Q:
When Home Depot entered the Quebec market in Canada, two percent of people were aware of the retail chain. To determine advertising effectiveness during the first 18 months in Quebec, awareness research was done a second time. For this research, it was decided that if at least 50 percent of a 600-person sample of the population were aware of the Home Depot brand, it would continue its present advertising program. This is an example of a(n)A. objective.B. constraint.C. assumption.D. measure of success.E. barrier to entry.
Q:
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"?
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.
Q:
LEGO MINDSTORMS Photo
Consider the LEGO MINDSTORMS photo above. LEGO designers created MINDSTORMS kits to appeal to middle-school students, among others. When attempting to choose between potential designs, what was the measure of success for use by LEGO in this instance?
A. age
B. gender
C. assembly time
D. cost
E. advertising
Q:
One test of whether marketing research should be done is ifA. different outcomes will lead to different marketing actions.B. multiple changes can be implemented simultaneously.C. interpreting the data can be done using a jury of executive opinions.D. the decision to undertake it is unanimous.E. there is a budget for the research.
Q:
Effective decision makers rely on criteria or standards known as __________ that are used in evaluating proposed solutions to a problem.A. marketing dashboardsB. descriptive researchC. constraintsD. problem definitionsE. measures of success
Q:
Measures of success refer toA. the goals the decision maker seeks to achieve in solving a problem.B. criteria or standards used in evaluating proposed solutions to a problem.C. identification of acceptable alternatives for collecting data to solve a problem.D. objective data used to identify the most profitable solution to a marketing problem.E. subjective data used to identify the most profitable solution to a marketing problem.
Q:
Set during the marketing research process, __________ are the specific, measurable goals the decision maker seeks to achieve in conducting the marketing research.A. measures of successB. research constraintsC. marketing research plansD. hypothetical scenariosE. research objectives
Q:
Research objectives are __________.A. conjectures regarding marketing outcomesB. general research guidelinesC. solutions to be evaluatedD. specific and measurableE. research dashboards
Q:
There are two key elements when defining a marketing research problem. One of these is __________.A. specify constraintsB. set the research objectivesC. determine how to collect dataD. evaluate previous research resultsE. identify data needed for marketing actions
Q:
Figure 7-1
According to Figure 7-1 above, implementing marketing actions occurs during which step of the five-step marketing research approach?
A. A
B. B
C. C
D. D
E. E
Q:
Figure 7-1
A. A
B. B
C. C
D. D
E. E
Q:
Figure 7-1
According to Figure 7-1 above, obtaining primary data occurs during which step of the five-step marketing research approach?
A. A
B. B
C. C
D. D
E. E
Q:
Figure 7-1
According to Figure 7-1 above, specifying constraints occurs during which step of the five-step marketing research approach?
A. A
B. B
C. C
D. D
E. E
Q:
Figure 7-1
According to Figure 7-1 above, setting research objectives occurs during which step of the five-step marketing research approach?
A. A
B. B
C. C
D. D
E. E
Q:
Figure 7-1
According to Figure 7-1 above, what does E represent in the marketing research process?
A. take marketing actions
B. define the problem
C. develop the research plan
D. collect relevant information
E. develop findings
Q:
Figure 7-1
According to Figure 7-1 above, what does D represent in the marketing research process?
A. define the problem
B. develop the research plan
C. develop findings
D. collect relevant information
E. take marketing actions
Q:
Figure 7-1
According to Figure 7-1 above, what does C represent in the marketing research process?
A. define the problem
B. collect relevant information
C. develop the research plan
D. develop findings
E. take marketing actions
Q:
Figure 7-1
According to Figure 7-1 above, what does B represent in the marketing research process?
A. develop findings
B. define the problem
C. collect relevant information
D. develop the research plan
E. take marketing actions
Q:
Briefly explain the best-known statistical method, trend extrapolation, used by marketers to develop a company's sales forecasts. In your explanation, explain the strengths and weaknesses of using this method.
Q:
Figure 7-1
According to Figure 7-1 above, what does Box A represent in the marketing research process?
A. collect relevant information
B. develop the research plan
C. develop findings
D. take marketing actions
E. define the problem
Q:
Obtaining primary and secondary data would take place during which step of the five-step marketing research approach?A. collect relevant informationB. develop the research planC. develop findingsD. take marketing actionsE. define the problem