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
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
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
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
145._ surveys are usually biased because those most likely to respond have had especially positive
or negative experiences with the product or brand.
A. Personal interview
146.Marketers are increasingly using online s
139.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
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
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
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
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
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
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
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
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
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
117.Mystery shoppers are people
A. hired by a firm to get legal, though not necessarily ethical, information about competitive firms.
B. hired by a firm's employees to prove to the courts that a firm is using unfair labor practices.
C. hired by a customer
133.The most common way of collecting questionnaire data to generate ideas, which involves a single
researcher asking questions of one respondent is referred to as a(n)
A. "121" interviewing.
B. tea party research.
C. individual interview.
122.Which of the following statements concerning personal observation is most accurate?
Personal observation is more accurate than ethnopsychic research because the observer/analyst is able
. to pick up subtleties in the respondent's body language, spee
37. Watch was a teen publication given out free to high school students, but the publication was unable to
deliver the response rates to coupons or sample offers that its advertisers expected. After defining the
problem, its publisher developed a research
43. In setting research objectives, marketers have to be clear on the purpose of research they are about to do
that leads to marketing actions. The three main types of marketing research include descriptive research,
causal research, and _ research.
32. According to Figure 8-2 above, "specifying constraints" occurs during which step of the five-step
marketing research approach?
33. According to Figure 8-2 above, "implement marketing actions" occurs during
Marketing researchers use tracking studies immediately before an upcoming film's release to
A. identify any factual errors or inconsistencies in the storyline.
B. nominate specific actors or actresses for industry awards.
C. forecast a movie's opening
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
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 simila