MKT 3010 Chapter 8 Quiz – Flashcards

When a marketing researcher uses a collection of reports, customer letters, financial statements, and surveys from different departments within her firm, she is using a. business data. b. internal secondary data. c. sensitivity analysis. d. primary data. e. external secondary data.

A forecast that involves estimating the value to be forecast and making decisions without any intervening steps is referred to as a a. direct forecast. b. survey of buyers' intentions. c. lost-horse forecast. d. trend extrapolation. e. linear trend forecast.

What type of question is the simplest form of a fixed alternative question that allows only a "yes" or "no" response? a. open-ended b. semantic differential scale c. dichotomous d. single response c. Likert scale

Asking the firm's salespeople to estimate sales during a coming period is referred to as a. a sales force survey forecast. b. in-house forecasting. c. a survey of buyers' intentions. d. trend extrapolation. e. a lost-horse forecast.

In marketing experiments, the dependent variable is the __________ and the independent variable is the __________. a. result; factor beyond the experimenter's control b. cause of an action; result of an action c. result of an action; cause of an action d. element that always changes; element that never changes e. element that never changes; the element that always changes

Determining how to collect data, including selecting the appropriate methods, is done during which step of the research process? a. Develop findings and recommendations. b. Collect relevant information. c. Take marketing actions. d. Define the problem. e. Develop the research plan.

Marketing research is the process of defining a marketing problem and opportunity, __________, and recommending actions. a. systematically collecting and analyzing information b. assembling a task force to identify applicable trends c. adopting a global market perspective d. tracking the actions of competitors e. creating a new budget and financial plan

Linear trend extrapolation is a type of trend extrapolation in which the a. pattern is always a straight line. b. slope of the line is always positive (upward-sloping). c. pattern changes from year-to-year, quarter-to-quarter, etc. d. shape of the pattern is hyperbolic (U-shaped). e. pattern follows an S-shaped curve.

In a marketing decision, __________ are likely to be restrictions on the time and money available to solve the problem. a. dependent variables b. constraints c. limitations d. objectives e. risks

All of the following are independent variables a market researcher may use in a marketing experiment except a. product color. b. price. c. free samples. d. distribution outlet. e. unit sales.

If a marketing manager queries a marketing information system to determine what the influence of a change in the price of a new product is on sales, she is using a. problem search. b. an environmental scan. c. situational analysis. d. sensitivity analysis. e. action analysis.

An advantage of using a panel for marketing research is a. the panel's continuity and representation of the population are unchanged when individual members drop out. b. 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. c. there will usually be one panel member who dominates the discussion to help keep the conversation focused. d. the discussion leader can help change negative panel responses into positive ones. e. researchers can take successive measurements of consumers to determine if they change their purchasing behaviors over time.

What kind of question is the following? "Place an 'X' in the space that describes your feelings about the economy." Excellent __ __ __ __ __ Poor a. sensitivity analysis question b. dichotomous question c. semantic differential scale d. Likert scale e. open-ended question

Representatives from Kraft spent several months with consumers in their kitchens, attempting to understand what they wanted in ready to-serve meals before the launch of Kraft Deli Creations. The observational approach Kraft used is called __________ research. a. secondary b. ethnographic c. questionnaire d. experiential e. neuromarketing

In eight small group sessions with customers, 3M heard them complain that standard steel wool pads scratched their expensive cookware. The findings from this research led to the development of 3M's internationally successful Scotch-Brite Never Scratch soap pads. The research method 3M used was a. surveys of knowledgeable opinion. b. panels. c. focus groups. d. experiments. e. in-depth interview.

When following the five-step marketing research approach, developing the research plan is the __________ step. a. second b. fourth c. first d. fifth e. third

Two special methods vital to marketing researchers are a. actuarial models and data extrapolation. b. virtual visualization and interactive data exchange. c. statistical inference and experiments. d. sampling and statistical inference. e. hypotheses and conjectures.

In marketing research, the research objectives are the __________ goals of the decision maker. a. interdisciplinary and precise b. specific and measurable c. virtual and interactive d. actionable and inferential e. causal and actionable

Measures of success are a. the approaches that can be used to collect data or solve the problem. b. the goals the decision maker seeks to achieve in solving a problem. c. the criteria or standards used in evaluating proposed solutions to a problem. d. very difficult to quantify. e. also called consumer differentiators.

What method do marketing researchers use to present and analyze data that involves two or more variables to discover relationships in the data? a. statistical inference b. a cross tabulation c. an experiment d. data mining e. sampling