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Exam 8: Marketing Research: From Customer Insights to Actions

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Question 71

Multiple Choice

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A survey asked consumers of dental products the following question "Have you used toothpaste in the past week? ___ Yes ___ No." The results of this question show that 92.6 percent of the people in New York City have used toothpaste in the past week and 87.2 percent of people in Los Angeles have used toothpaste during the same period. This information was gathered by using which type of question?

A) open-ended
B) dichotomous
C) holistic
D) evaluative
E) Likert scale

F) None of the above
G) A) and C)

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Question 72

Multiple Choice

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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 as

A) hypothesis generation.
B) sampling.
C) information gathering.
D) statistical inference.
E) probability extrapolation.

F) C) and D)
G) C) and E)

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Question 73

Multiple Choice

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A(n) __________ scale is a five-point scale in which the opposite ends have one- or two-word adjectives that have opposite meanings.

When Home Depot entered the Quebec market in Canada, 2 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

One test of whether marketing research should be done is if

Consider the LEGO Group MINDSTORMS product. LEGO Group designers created MINDSTORMS

Obtaining primary and secondary data would take place during which step of the five-step marketing research approach?

In a marketing decision, constraints refers to

Martin Lindstrom used __________ to analyze buying processes and presented the findings of his research in his book Buyology.

A specialized observational approach in which trained observers seek to discover subtle behavioral and emotional reactions as consumers encounter products in their natural use environment is referred to as __________ research.

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

Each survey method results in valuable ________________, which are facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors.

Individual interviews involve

Published data from outside the organization are referred to as __________ data.

A sales forecast refers to

Penningtons Superstore, which specializes in plus-size fashions for women, wanted to determine if it should add a line of plus-size junior wear. The following statement reflects which step in the five-step marketing research approach? "To compare the effectiveness of offering products for the teenage market in our current stores versus opening separate stores targeted directly to this market, let's distribute questionnaires to current shoppers and solicit their opinions, set up some focus groups with plus-size teens, and locate any relevant secondary research."

In marketing, a conscious choice made from among two or more alternatives is referred to as

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

"Have you been to a dentist within the past six months? ___ Yes ___ No" is an example of which type of question?

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