Field of Dreams and Million Dollar Baby are examples of successful movies that could have failed
A. too little money was spent on promotion.
B. they were targeting the wrong target market segments.
C. there was too little similari
171.Consider Figure 8-12 above, which is part of a Wendy's survey that assessed fast-food restaurant
preferences among present and prospective consumers. Which of the following statements most likely
explains why Question 9 was included in the
194.Drivers are used with which of the four P's?
A. product, price, place only
B. product, promotion, people only
C. product features only
D. product and price features only
E. product, promotion, price, and place inclusively
195.Offering a product for sa
201.Databases form the core, or _, where a firm's ocean of data is stored.
A. data vault
B. data warehouse
C. data depot
D. data storehouse
E. data stockroom
202.When a marketing manager begins asking "what if" questions to determine how changes in a fact
189.A market researcher showed a new brand of blue jeans to several groups of college students and asked
the students to rate the quality of the jeans. Two weeks later, the researcher showed the same college
students a television advertisement featuring s
182.A disadvantage of a _ is that the marketing research firm needs to recruit new members
continually to replace those who drop out.
A. representative group
B. jury of executive opinion
D. survey of experts
E. focus group
183.Data obtained by ma
163.A(n) _ scale is a five-point scale in which the opposite ends have one- or two-word adjectives
that have opposite meanings.
E. semantic differential
164.What kind of question is the following? "Pla
175.Consider Figure 8-13 above. Question "D" is a poorly written question because
A. it has two questions in one.
B. it is unanswerable.
C. it is ambiguous.
D. it is a leading question.
E. it has nonmutually exclusive answers.
176.Consider Figure 8-13 abo
157.Consider Figure 8-6 above, which is part of a Wendy's survey that assessed fast-food restaurant
preferences among present and prospective consumers. Question 2 illustrates which type of question
214.The final step in the five-step marketing research approach includes making action recommendations,
implementing action recommendations, and _.
A. monitor how the decisions work turn out
B. do an environmental scan
C. make sales or profit projections
168.Consider Figure 8-9 above, which is part of a Wendy's survey that assessed fast-food restaurant
preferences among present and prospective consumers. Question 6 illustrates which type of question
243.What is neuromarketing, what does it do, and why is it important?
244.What is the difference between a semantic differential scale and a Likert scale?
245.What is a panel? How is it used in marketing research? What disadvantage is associated with its
108.Observational data refers to
A. facts and figures newly collected for the project at hand.
B. facts and figures obtained by watching, either mechanically or in person, how people actually behave.
C. facts and figures obtained by asking people question
211.Figure 8-15 above shows that
A. annual sales of Tony's Pizzas decreased over the period 2006 to 2009.
B. average annual sales per household of Tony's Pizzas decreased over the period 2006 to 2009.
C. average dollar sales have dropped from $3.4 million
226.A salesforce survey forecast involves
A. asking prospective customers if they are likely to buy the product during some future time period.
B. asking the firm's salespeople to estimate sales during a coming period.
C. selecting the forecasting alterna
208.Analyzing data and presenting findings take place during which step of the five-step marketing research
A. collect relevant information
B. develop findings
C. take marketing actions
D. plan the budget
E. identify constraints
209.Once a marke
237.What are the five steps in the marketing research approach?
238.What are the three kinds of research that are used depending on the type of problem to be solved?
239.Explain why measures of success are important to effective decision makers and give a
231.In Figure 8-18 above, the line identified as "A" indicates a(n)
A. causal analysis.
B. non-parametric regression.
C. location parameter.
D. linear trend extrapolation forecast.
E. infinite dimension.
232.The raw data that Ford Consulting Group (FCG) s
220.What percentage of sales forecasts is made by the personal judgment of the individual decision maker
who must act on the results of the forecast?
221.A(n) _ is a type of forecast that involves estimating the value to
152.Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30, a great deal of
information was gathered to determine what types of items should be carried, the image of the store, its
advertising, etc. Which of the following is
113.Nielsen Media Research collects national TV ratings by using a "people meter." This box is attached to
TV sets, VCRs, cable boxes, and satellite dishes in over 25,000 homes across the country. It has a remote
that operates the meter when a viewer begi
82. Data refers to
A. subjective psychographic feelings collected by an organization upon which it bases subsequent
B. objective demographic characteristics collected by an organization upon which it bases subsequent
C. the facts and fig
77. The National Health Interview Survey is conducted annually by the Centers for Disease Control and
Prevention. By examining information gathered from a national sample of 600 respondents throughout
the U.S., it was able to announce that 14.1 percent of
70. The Journal of Marketing Research and the Journal of Marketing provide
A. up-to-date tables for the latest data on consumer sales, listed by industry.
B. the latest data on marketing expenditures based on consumer demographics.
C. summaries of researc
57. When Home Depot entered the Quebec market, two percent of the population was aware of the retail
chain. To determine how effective its advertising was in the first 18 months of its presence in the
Canadian province, the firm conducted awareness resear
12. According to Figure 8-1 above, when conducting marketing research, why would you ask the
question, "How old are you?" before the test screening of a movie?
A. to identify people who fit the profile of the target audience for the movie
B. to identify p
18. Which of the following statements concerning the marketing research approach is most accurate?
A. The primary purpose of marketing research is to collect data, not to take actions on it.
B When collecting marketing research, people may or may not be w
26. The fifth step of the marketing research approach is _.
A. develop findings
B. define the problem
C. take marketing actions
D. develop the research plan
E. collect relevant information
27. Setting research objectives and identifying possible marketing
64. DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its
insurance and to deal with claims. It wants to introduce its product into new markets, but before it does
so, it wants to have a prediction of how
89. Red Carpet Baby!, a children's accessory and toy store, uses U.S. Census Bureau information to
determine the number of families with children under age 5 in its market area. Data obtained from this
source is called _.
A. proprietary data
B. primary da