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Exam 8: Marketing Research: From Customer Insights to Actions

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Question 141

Multiple Choice

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do you smoke?" is an example of which type of question?

A) Likert scale
B) fixed alternative
C) dichotomous
D) open-ended
E) semantic differential

F) A) and B)
G) A) and C)

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Question 142

Multiple Choice

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Surveys,testing of marketing campaigns,sneak previews,and tracking studies are all examples of market research techniques.Collectively,they are used in the movie industry to

A) estimate a production company's potential market share.
B) identify prospective nominees for industry awards such as the Oscars.
C) create an advance market for the movie's DVD release regardless of whether it is successful in its theater release or not.
D) identify possible story lines and/or plots for future movie ventures.
E) reduce uncertainty and improve marketing decisions.

F) B) and C)
G) A) and B)

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Question 143

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Belsen interview is a means of pretesting media surveys.It gathers facts and figures by asking people about their attitudes,beliefs,and awareness of various media.With this technique,a respondent is interviewed twice-first by an interviewer using the proposed survey and then by a different interviewer,who asks questions about the survey itself.The Belsen interview uses __________ data.

Which of the following is NOT a disadvantage of online surveys?

Western International,Inc.,a national hotel chain,paid couples to videotape themselves as they spent three to seven days on a cross-country trip.From this,Best Western found that women usually decide when to pull off the road,where to stay over night,and what amenities the hotel or motel should have to make their stay more enjoyable.These couples were determining their lodging in a "natural use environment," and so providing __________ research to Best Western.

Figure 8-5 -Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions.What does "A" represent?

of the following are idea evaluation methods EXCEPT:

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

are the five steps in the marketing research approach?

consumers often buy soft drinks and potato chips together when they shop at a grocery,convenience,or mass merchandiser store.However,one convenience store discovered,when querying its marketing information system (MIS) that when consumers came inside and bought a sandwich,many also purchased toothpaste.This information was obtained from checkout scanner data from its stores nationwide.This convenience store used __________ to extract this "hidden" information from its MIS to find the statistical link between the two product categories.

conducting marketing experiments,the independent variable often involves marketing mix elements such as product features or coupons,while dependent variables often include

of the following are examples of marketing outcome data EXCEPT:

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.It told the research company it needed the results of its study by September 15 so it could introduce the line the following March,if the market was viable.The major constraint for the marketing research firm in this scenario would be __________.

__________,the marketing researcher tries to test ideas discovered earlier to help the marketing manager recommend marketing actions.

Shelly,the manager of a large grocery store,was concerned.She had received complaints from several customers who said clerks at the store had treated them rudely.In order to determine whether or not her clerks were indeed rude,Shelly hired a team of marketing researchers.The researchers posed as customers shopping in the store,but were actually taking notes and recording the actions of the store clerks.Later,Shelly reviewed those notes.The research notes Shelly reviewed were a form of __________ data.

extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions is referred to as

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

Figure 8-4: Question 5 -__________ scale is one in which the respondent indicates the extent to which he or she agrees or disagrees with a statement.

__________ is a sample of consumers or stores from which researchers take a series of measurements.

important disadvantages of secondary data are that it is __________ and __________.