FiltersDone

Question type

Essay

Multiple Choice

Short Answer

True False

Matching

Exam 7: Marketing Research: From Customer Insights to Actions

Show Answer

Share

---

All types

Filters

Study FlashcardsPractice ExamLearn

Question 131

Multiple Choice

Review LaterAdd Note

Review Later

The primary purpose of a sneak preview of a film before its release is to

A) rate the performances of the individual actors and actresses for possible Oscar nominations.
B) rate the work of the director and producer for possible Oscar nominations.
C) evaluate the effectiveness of product placements within the film.
D) compare the final film to the original screenplay.
E) identify necessary changes before final editing.

F) B) and D)
G) C) and D)

Correct Answer

verified

Show Answer

Question 132

Multiple Choice

Review LaterAdd Note

Review Later

Observational data refer to

A) facts and figures newly collected for the project at hand.
B) facts and figures obtained by asking people questions either through personal interviews, panel discussions, or questionnaires.
C) facts and figures obtained by watching, either mechanically or in person, how people actually behave.
D) facts and figures that have already been recorded from multiple sources before the project.
E) conclusions developed from information obtained from a representative sample of a population.

F) A) and E)
G) A) and D)

Correct Answer

verified

Show Answer

Question 133

Multiple Choice

Review LaterAdd Note

A decision refers to

When Karsh and Hagan Advertising Agency uses information found in the Nielsen Television Index Ranking Report published by Nielsen to plan television advertising schedules for its clients, it is relying on ________ data.

Figure 7-2 -Figure 7-2 shows that primary data may be divided into three related parts. If D represents data collected from individual interviews, focus groups, or online surveys, which type of data is D?

A(n) ________ is a type of forecast that involves estimating the value to be forecast without any intervening steps.

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

In marketing research, ________ involves generalizing the results from the sample to much larger groups of distributors, customers, or prospects to help decide on marketing actions.

All of the following are sources of primary data except which?

Briefly explain the best-known statistical method, trend extrapolation, used by marketers to develop a company's sales forecasts. In your explanation, explain the strengths and weaknesses of using this method.

Making recommendations, implementing them, and evaluating results take place during which step of the five-step marketing research approach?

A market researcher showed a plain print ad of a new brand of designer jeans to several groups of college students and asked the students to rate the quality of the jeans. Then the researcher showed some other college students a print ad featuring movie star Scarlett Johansson wearing the new brand and again asked the students to rate the quality of the jeans. The marketer predicted that after viewing the ad featuring Johansson, the students' ratings of the jeans would be more positive than previously. In this experiment, students' ratings of the new blue jeans served as the

________ is a vague term generally used to describe large amounts of data collected from a variety of sources and analyzed with an increasingly sophisticated set of technologies.

The two aspects of the process for evaluating the results of a marketing decision are evaluating the decision itself and

Figure 7-2 -Figure 7-2 shows that primary data may be divided into three related parts. If C represents data collected from mechanical, personal, or neuromarketing methods, which type of data is C?

Consider the LEGO Group MINDSTORMS® product. If the marketing research measure of success is assembly time for a particular design meant for middle-school students, which would be the best possible marketing action if the results of a marketing research study concluded, "All 10 teams could assemble Design B in 20 minutes but only three teams completed Design A"?

Making recommendations, implementing those recommendations, and evaluating the results would take place during which step of the five-step marketing research approach?

Likert and semantic differential are two forms of fixed alternative questions that have three or more choices and use

Marketing researchers must use the combination of data, technology, and analytics to convert the data into useful information that will answer marketing questions and lead to effective marketing actions. An organizations that accomplishes this successfully is often referred to as

The presentation of the results of data analysis is becoming a new field of marketing research known as