Question 1

Individual interviews involve

Accepted Answer

A)  several people asking the same person the same questions over a period of time to check for answer reliability.
B)  asking respondents in a shopping mall to fill out a brief survey.
C)  a single researcher asking questions of one respondent.
D)  having the interviewee talk about specific aspects of a product or service using a video camera in his/her natural use environment.
E)  a panel of respondents participating in a guided discussion lead by an experienced moderator.F) B) and E)
G) C) and D)

Question 2

All of the following are idea generation methods EXCEPT:

Accepted Answer

A)  a mail survey.
B)  trend hunting.
C)  a focus group.
D)  a depth interview.
E)  an individual interview.F) D) and E)
G) C) and D)

Question 3

The field of marketing that studies the brain and its response to marketing stimuli is referred to as

Accepted Answer

A)  extrapolation.
B)  hypothesizing.
C)  neuromarketing.
D)  deduction.
E)  conjecture.F) A) and C)
G) All of the above

Question 4

An advantage of using a panel of consumers for marketing research is

Accepted Answer

A)  the discussion leader can help change negative panel responses into positive ones.
B)  the company can find out if consumers change their purchasing behavior over time.
C)  panel members often help each other by bringing up ideas for discussion that others didn't initially think of but that were important to them.
D)  there will usually be one panel member who dominates the discussion and helps keep the conversation focused.
E)  panel members are highly defined demographically,so it is relatively simple to replace an individual member without losing continuity.F) A) and D)
G) A) and E)

Question 5

One test of whether marketing research should be done is if

Accepted Answer

A)  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.F) A) and D)
G) A) and B)

Question 6

Trend extrapolation involves

Accepted Answer

A)  extending a pattern observed in past data into the future.
B)  selecting specific points on a graph of sales or market share,multiplying by the cost of living index,and allowing for a variation of plus or minus 3%.
C)  averaging the total sales or market share for the previous 5 years and multiplying that number by the expected GDP growth rate for the next year (say 1.5%) to arrive at the next year's forecast.
D)  selecting a given percentage and using that number as a yearly predictive base regardless of changes in sales,revenue,or market share.
E)  collecting projections from all regional sales managers and making the final projection.F) B) and C)
G) D) and E)

Question 7

Decision making is the act of

Accepted Answer

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

Question 8

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

Accepted Answer

A)  idea generation
B)  new-product concept testing
C)  data mining
D)  data analysis
E)  idea evaluationF) A) and B)
G) B) and C)

Exam 7: Marketing Research: From Customer Insights to Actions

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

Correct Answer
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An advantage of using a panel of consumers for marketing research is

Correct Answer
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Individual interviews involve

Correct Answer
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One test of whether marketing research should be done is if

Correct Answer
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The field of marketing that studies the brain and its response to marketing stimuli is referred to as

Correct Answer
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All of the following are idea generation methods EXCEPT:

Correct Answer
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Trend extrapolation involves

Correct Answer
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Decision making is the act of

Correct Answer
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Exam 7: Marketing Research: From Customer Insights to Actions

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

Correct AnswerverifiedShow Answer

An advantage of using a panel of consumers for marketing research is

Correct AnswerverifiedShow Answer

Individual interviews involve

Correct AnswerverifiedShow Answer

One test of whether marketing research should be done is if

Correct AnswerverifiedShow Answer

The field of marketing that studies the brain and its response to marketing stimuli is referred to as

Correct AnswerverifiedShow Answer

All of the following are idea generation methods EXCEPT:

Correct AnswerverifiedShow Answer

Trend extrapolation involves

Correct AnswerverifiedShow Answer

Decision making is the act 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
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Correct Answer
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Correct Answer
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