Question 1

In which of the following situations would test marketing be the most appropriate method for marketing research?

Accepted Answer

A)   The city of Nashville would like to know how many people plan to come to see the Tennessee Titans football team play next year.
B)   The manufacturer of Motrin wants to know how consumer response to the brand's sinus headache medication.
C)   A mall owner wants to know what proportion of its target market visit the mall more than once weekly.
D)   A battery manufacturer wants to know how consumers feel about its recycling efforts.
E)   In all of the above situations, test marketing would be the most appropriate method for marketing research.F) B) and C)
G) All of the above

Question 2

_____ is a good example of a field experiment.

Accepted Answer

A)   A focus group
B)   A laboratory test
C)   Test marketing
D)   A mall intercept
E)   A mail surveyF) A) and E)
G) All of the above

Question 3

For which of the following situations is the observation method of gathering research data best suited?

Accepted Answer

A)   learning how much time people spend selecting bread in the store
B)   deciding whether to run an ad for a new cleaning product in Good Housekeeping magazine or in local newspapers
C)   finding out what people who spend their vacations at home do with their time
D)   estimating the effect of a product modification on sales
E)   all of the aboveF) B) and D)
G) C) and D)

Question 4

A market researcher would not use _____ as a source when gathering primary data for a marketing research project.

Accepted Answer

A)   telephone interviews
B)   observation data
C)   laboratory data
D)   government reports
E)   personal interviewsF) C) and E)
G) C) and D)

Question 5

Through _____, the Chicago Symphony Orchestra hopes to identify key segmentation characteristics of its most loyal and dedicated patrons from its database of 130,000 non-corporate patrons.

Accepted Answer

A)   prospecting
B)   investigative data handing
C)   inventory analysis
D)   attribute manipulation
E)   data miningF) All of the above
G) A) and E)

Question 6

For every new product that Hershey Foods Corp. introduces, the company has tested on average 100 product concepts. Participants in the product concept tests are shown a rough drawing of a proposed product and given a list of possible features and benefits. Prior to the development of Internet survey methodology, Hershey often waited two months for results. What survey method did Hershey use?

Accepted Answer

A)   mail
B)   focus group
C)   one-to-one interview
D)   telephone
E)   mall interceptF) A) and E)
G) B) and E)

Question 7

A company that wanted to know whether the average person could assemble its entertainment center cabinet in less than an hour without any stress would most likely use:

Accepted Answer

A)   a mail survey.
B)   mechanical observation.
C)   a telephone survey.
D)   personal observation.
E)   the experimental method.F) B) and E)
G) B) and D)

Question 8

In which of the following ways is the telephone survey method superior to other survey methods for gathering data?

Accepted Answer

A)   the ability to ask as many questions as you want to
B)   its low potential for sampling error
C)   the rapidity with which it can be conducted
D)   the highest cooperation rate of all the survey methods
E)   none of the aboveF) C) and E)
G) D) and E)

Question 9

_____ is simply the process of gathering and analyzing available public information about the activities and plans of the competition.

Accepted Answer

A)   Informal investigation
B)   Data capturing
C)   Competitive intelligence
D)   Environmental auditing
E)   A SWOT analysisF) B) and E)
G) B) and D)

Question 10

Why don't all marketing researchers use test marketing?

Accepted Answer

A)   It's expensive.
B)   The researcher is unable to control the situation.
C)   It is time-intensive.
D)   it is impossible to keep the test a secret from competitors.
E)   All of the above describe limitations of test marketing.F) C) and D)
G) A) and E)

Question 11

Xata Singh sells jewelry. It is not uncommon for her to enter one of the retail shops that sells her line of jewelry and spend an hour or two looking at the competition's products and pricing strategies. Singh is gathering:

Accepted Answer

A)   survey information.
B)   segmentation data.
C)   secondary data.
D)   a database.
E)   competitive intelligence.F) C) and D)
G) None of the above

Question 12

The purpose of _____ is to generate concepts and hypotheses that can be tested on large, representative samples of people.

Accepted Answer

A)   telephone surveys
B)   focus groups
C)   mail surveys
D)   shopping mall intercepts
E)   observation studiesF) A) and B)
G) D) and E)

Question 13

A couple thinking about opening a coffee house spends their weekends visiting established coffee houses to see if they can find any ideas they can use at their own business. In other words, the couple is:

Accepted Answer

A)   conducting experimental research.
B)   gathering competitive intelligence.
C)   setting cookies.
D)   conducting SWOT analyses.
E)   data mining.F) A) and E)
G) A) and D)

Question 14

All of the following are used by marketing managers as major information sources EXCEPT:

Accepted Answer

A)   decision support systems.
B)   hypothesis testing.
C)   a nonrecurring, proprietary marketing research project.
D)   a marketing information system.
E)   syndicated services.F) All of the above
G) A) and B)

Question 15

Fairytale Brownies included a survey card on the back of a postage-paid reply card in each package of its brownies. The bakery asked open-ended questions. What potential problem might the use of open-ended questions create?

Accepted Answer

A)   information overload
B)   a lower level of cooperation from brownie buyers
C)   more people would respond than needed
D)   sample respondents would think the questions too easy
E)   "yes" or "no" questions do not show exact motivations or feelingsF) C) and E)
G) A) and C)

Question 16

Which of the following statements about Radio Frequency Identification (RFID)  tags is True?

Accepted Answer

A)   RFID tags can only be used as a passive device for tracking inventory.
B)   One of the deterrents provided by RFID tags is the fact that the tag is so readily seen.
C)   RFID tags can only be used as an active device for tracking inventory.
D)   RFID tags can store more information than a bar code.
E)   RFID codes are typically used today to tract the use of coupons.F) A) and B)
G) D) and E)

Question 17

If the university administration wanted to know how far its alumni will drive to attend a university football game, it could send a graduate student out to collect the state names from the license plates of cars parked in the football stadium's parking lot. This is an example of the _____ method of gathering marketing research.

Accepted Answer

A)   mail survey
B)   experimental
C)   focus group
D)   mall intercept
E)   observationF) A) and E)
G) A) and C)

Question 18

The publisher of a new needlecraft magazine has developed two possible designs for the magazine--one provides patterns and the other previews innovative new crafting projects. Two matched groups were gathered. One was shown a mockup with patterns; the other group was shown the issue that emphasized innovations. All other conditions were identical. When asked for their buying decisions, it is reasonable to assume that the differences between the percentage of people in each group who intended to subscribe to the magazine are based on their perception of the different focuses. This is an example of the _____ method of marketing research.

Accepted Answer

A)   observation
B)   experimental
C)   hypothetical
D)   survey
E)   secondary dataF) B) and D)
G) A) and B)

Question 19

In the marketing research procedure, the situation analysis ordinarily does NOT include:

Accepted Answer

A)   interviews with company officials.
B)   a review of company records.
C)   library research on current technological advancements.
D)   interviews with people outside the firm.
E)   an analysis of the company's market.F) B) and C)
G) A) and E)

Question 20

_____ _____ is the process of gathering and analyzing publicly available information about the activities and plans of competitors.

Accepted Answer

Competitive intelligence is th...

Exam 7: Marketing Research and Market Information

Why don't all marketing researchers use test marketing?

Correct Answer
verified

Through _____, the Chicago Symphony Orchestra hopes to identify key segmentation characteristics of its most loyal and dedicated patrons from its database of 130,000 non-corporate patrons.

Correct Answer
verified

Xata Singh sells jewelry. It is not uncommon for her to enter one of the retail shops that sells her line of jewelry and spend an hour or two looking at the competition's products and pricing strategies. Singh is gathering:

Correct Answer
verified

For which of the following situations is the observation method of gathering research data best suited?

Correct Answer
verified

In the marketing research procedure, the situation analysis ordinarily does NOT include:

Correct Answer
verified

A couple thinking about opening a coffee house spends their weekends visiting established coffee houses to see if they can find any ideas they can use at their own business. In other words, the couple is:

Correct Answer
verified

_ _ is the process of gathering and analyzing publicly available information about the activities and plans of competitors.

Correct Answer
Answered by ExamLex AI
Competitive intelligence is th...
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_____ is a good example of a field experiment.

Correct Answer
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In which of the following ways is the telephone survey method superior to other survey methods for gathering data?

Correct Answer
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Correct Answer
verified

A market researcher would not use _____ as a source when gathering primary data for a marketing research project.

Correct Answer
verified

Fairytale Brownies included a survey card on the back of a postage-paid reply card in each package of its brownies. The bakery asked open-ended questions. What potential problem might the use of open-ended questions create?

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

A company that wanted to know whether the average person could assemble its entertainment center cabinet in less than an hour without any stress would most likely use:

Correct Answer
verified

All of the following are used by marketing managers as major information sources EXCEPT:

Correct Answer
verified

In which of the following situations would test marketing be the most appropriate method for marketing research?

Correct Answer
verified

Which of the following statements about Radio Frequency Identification (RFID) tags is True?

Correct Answer
verified

The purpose of _____ is to generate concepts and hypotheses that can be tested on large, representative samples of people.

Correct Answer
verified

_____ is simply the process of gathering and analyzing available public information about the activities and plans of the competition.

Correct Answer
verified

Exam 7: Marketing Research and Market Information

Why don't all marketing researchers use test marketing?

Correct AnswerverifiedShow Answer

Through _____, the Chicago Symphony Orchestra hopes to identify key segmentation characteristics of its most loyal and dedicated patrons from its database of 130,000 non-corporate patrons.

Correct AnswerverifiedShow Answer

Xata Singh sells jewelry. It is not uncommon for her to enter one of the retail shops that sells her line of jewelry and spend an hour or two looking at the competition's products and pricing strategies. Singh is gathering:

Correct AnswerverifiedShow Answer

For which of the following situations is the observation method of gathering research data best suited?

Correct AnswerverifiedShow Answer

In the marketing research procedure, the situation analysis ordinarily does NOT include:

Correct AnswerverifiedShow Answer

A couple thinking about opening a coffee house spends their weekends visiting established coffee houses to see if they can find any ideas they can use at their own business. In other words, the couple is:

Correct AnswerverifiedShow Answer

_____ _____ is the process of gathering and analyzing publicly available information about the activities and plans of competitors.

Correct AnswerAnswered by ExamLex AICompetitive intelligence is th...View AnswerShow Answer

_____ is a good example of a field experiment.

Correct AnswerverifiedShow Answer

In which of the following ways is the telephone survey method superior to other survey methods for gathering data?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A market researcher would not use _____ as a source when gathering primary data for a marketing research project.

Correct AnswerverifiedShow Answer

Fairytale Brownies included a survey card on the back of a postage-paid reply card in each package of its brownies. The bakery asked open-ended questions. What potential problem might the use of open-ended questions create?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A company that wanted to know whether the average person could assemble its entertainment center cabinet in less than an hour without any stress would most likely use:

Correct AnswerverifiedShow Answer

All of the following are used by marketing managers as major information sources EXCEPT:

Correct AnswerverifiedShow Answer

In which of the following situations would test marketing be the most appropriate method for marketing research?

Correct AnswerverifiedShow Answer

Which of the following statements about Radio Frequency Identification (RFID) tags is True?

Correct AnswerverifiedShow Answer

The purpose of _____ is to generate concepts and hypotheses that can be tested on large, representative samples of people.

Correct AnswerverifiedShow Answer

_____ is simply the process of gathering and analyzing available public information about the activities and plans of the competition.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

_ _ is the process of gathering and analyzing publicly available information about the activities and plans of competitors.

Correct Answer
Answered by ExamLex AI
Competitive intelligence is th...
View Answer

Correct Answer
verified

Correct Answer
verified

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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Correct Answer
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