1. Filmmakers want movie titles that use basically the same factors that make a good brand name; they must be __________, grab attention, have no legal restriction, and capture the essence of the film.
Answer: concise
3. Concept tests of plots using surveys, testing of marketing campaigns, sneak previews, and tracking studies are all examples of market research techniques. Collectively, they are used in the movie industry to
Answer: reduce uncertainty and to improve marketing decisions.
4. The process of defining a marketing problem and opportunity, systematically collecting and analyzing information,
Answer: and recommending actions is referred to as __________. marketing research
5. Members of the Book Promoters Association of Canada recently questioned what could be done to rejuvenate the Canadian book publishing industry. Some members claimed the problem was Canadian retailers had been replaced by Wal-Marts. Others said the problem was with stodgy promotions. Still others said the problem was caused by too little money being budgeted to fund marketing programs. The best way to identify the true problem would be to use __________.
Answer: marketing research
6. Decision making is the act of
Answer: consciously choosing from alternatives.
7. Setting research objectives and identifying possible marketing actions would take place during which stage in the five-step marketing research approach?
Answer: define the problem
8. Research objectives are __________.
Answer: specific measureable goals
9. Effective decision makers rely on criteria or standards used in evaluating proposed solutions to a problem, which is known as
Answer: measures of success
10. 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, it conducted awareness research for a second time. Prior to conducting the research, it was decided that if at least 50 percent of the population were aware of the Home Depot brand that it would continue its present advertising program. This is an example of a(n)
Answer: Measure of success
11. The second step of the marketing research approach is __________.
Answer: develop the research plan
12. The third step of the marketing research approach is __________.
Answer: collect relevant information
13. The fourth step of the marketing research approach is __________.
Answer: develop findings
14. The fifth step of the marketing research approach is __________.
Answer: take marketing actions
15. Constraints refer to
Answer: in a decision, the restrictions placed on potential solutions to a problem.
16. What are two common constraints in marketing problem solving?
Answer: limitations on the time and money available
17. After defining the problem and developing the research plan, the next step in the marketing research process is to
Answer: collect relevant information
18. Penningtons Superstore, which specializes in plus-size fashions for women, wanted to see if it should add a line of plus-size junior wear. The following statement reflects which step in the marketing research process? "To see which is more effective, offering products for this market in our current stores or opening separate stores targeted directly to the teenage 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."
Answer: Collect relevant information.
19. Data refers to
Answer: the facts and figures related to the problem that is divided into two main parts: secondary data and primary data.
20. Secondary data are the
Answer: facts and figures that have already been recorded before the project at hand.
21. Secondary data can be divided into two parts- ________ and ________.
Answer: internal data; external secondary data
22. Primary data refer to
Answer: facts and figures that are newly collected for a project at hand.
23. A survey by Economic Research Service of the U.S. Department of Agriculture, government statistics from the Department of Commerce, stock market information from the Wall Street Journal would all be examples of
Answer: external secondary data
24. The 2007 __________ contains data on the number and sales of establishments in the United States that produce a good or service based on its geography, industry sector, and North American Industry Classification code.
Answer: Economic Census
26. A general rule of thumb among marketing researchers is to obtain __________ first and then collect __________.Answer: secondary data; primary data
27. Two Important advantages of secondary data are
Answer: they are usually inexpensive and save time
28. STAT-USA provides
Answer: information on U.S. business, economic and trade activity collected by the federal government
30. Google
Answer: is the most popular portal to the entire Internet accessed by entering key words or topics for specific searches
31.Facts and figures obtained by watching, either mechanically or in person, how people actually behave are referred to as __________ data.
Answer: observational
32. Shelly, the manager of a large grocery store, was concerned. She had received complaints from several customers who said they had been treated rudely by clerks at the store. In order to determine whether or not her clerks were indeed rude, Shelly hired a team of marketing researchers. The researchers posed as customers shopping in the store, but were actually taking notes and recording the actions of the store clerks. Later, Shelly reviewed those notes. The research notes Shelly reviewed were a form of __________ data.
Answer: observational
33. Nielson 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 9,000 homes across the country. It has a remote that operates the meter when a viewer begins and finishes watching a TV program and transmit the viewing information to Nielson Media Research. Nielson Media Research is collecting ____________.
Answer: observational data
34. People posing as customers, who are paid to check on the quality and pricing of a company's products and services and write a detailed report on the experience, are referred to as __________.
Answer: mystery shoppers
35. Which of the following statements concerning ethnographic research is most accurate?
Answer: Ethnographic research uses anthropologists and other trained researchers to observe consumers in their natural use environment
36. A new field of marketing that studies the brain and its response to marketing stimuli is referred to as
Answer: Neuromarketing
37.Questionnaire data refers to
Answer: the facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors.
38. Research and media firm Youth Culture published Watch magazine, a teen publication given out free to high school students, but the publication was unable to deliver response rates to coupons or sample offers that its advertisers expected. Youth Culture handed out surveys to learn how students felt about the publication. Feedback indicated teen boys and girls were demanding very different things from the publication. This feedback was gleaned from __________ data.
Answer: Questionnaire
40. When Marine Midland Bank sent market researchers door-to-door in the neighborhoods of their branch banks to talk to people with saving accounts and discuss with them why they did not also have checking accounts and credit cards Marine Midland researchers were using ___________ to collect data.Answer: individual interviews
41. A special kind of individual interview in which researchers ask lengthy, free-flowing kinds of questions to probe for underlying ideas and feelings is called a
Answer: depth interview.
42. A marketing research approach that uses a discussion leader to interview 6 to 10 past, present, or prospective customers is referred to as
Answer: a focus group.
43. The practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products is called __________ hunting
Answer: trend
44. Surveys that enable the interviewer to be flexible in asking probing questions or getting reactions to visual materials would be best conducted using
Answer: personal interviews.
45. Marketers are increasingly using online surveys to collect primary data. The reason:
Answer: most consumers have an Internet connection and an e-mail account.
46. Marketers are increasingly using online surveys to collect primary data. Marketers can ask consumers to complete a "__________" survey. These small Web pages containing an advertisement that appears on your screen outside the current Web site loaded into your browser.
Answer: pop-over
47. The advantage of ____________ are that the cost is relatively minimal and the turnaround time for data collection to report presentation is much quicker than the traditional methods of data collection.
Answer: on-line surveys
48. A(n) __________ question allows respondents to express opinions, ideas, or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.
Answer: open-ended
49. "Why do you smoke?" is an example of which type of question?
Answer: open-ended
50. A(n) __________ question requires respondents to select one or more response options from a set of predetermined choices.
Answer: closed-end
53. A __________ provides an online meeting place where people with similar interests can communicate and find useful information.
Answer: social network
54. Data obtained by manipulating factors under tightly controlled conditions to test cause and effect is an example of
Answer: an experiment.
55. Simply put, in marketing experiments, the independent variable is the __________ and the dependent variable is/are the __________.
Answer: cause of an action; effect of an action
56. When Procter & Gamble Co. acquired the Old Spice brand it decided to reposition the brand by using different advertising to see whether sales would then increase. The possible sales increase is the __________ in this experiment.
Answer: dependent variable
57. Drivers are used with which of the four P's?
Answer: product, price, promotion, and place inclusively
58. In marketing experiments, the independent variables of interest - sometimes called the marketing __________-are often one or more of the marketing mix elements, such as product features, price, or promotion
Answer: drivers
59. Offering a product for sale in a small geographic area to help evaluate potential market actions is called __________.
Answer: Test markets
60. What type of market would a food company use to offer a product for sale in a small geographic area to help them evaluate potential marketing actions?
Answer: test market
61. Involving operating computer networks that can store and process data is referred to as
Answer: information technology.
62. A collection of databases that store, organize, and manage data sources is called a _________
Answer: data warehouse
63. When a marketing manager begins asking "what if" questions to determine how changes in a factor like price or advertising affect marketing results like sales or profits, she is performing a(n) ___________ analysis.
Answer: sensitivity
64. The extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions is referred to as
Answer: data mining.
65. Data Mining refers to
Answer: The extraction of hidden predictive information from large databases.
66. Analyzing data and presenting findings would take place during which stage of the five-step marketing research approach?
Answer: develop findings
67. Once a market researcher has defined the problem, developed the research plan, and collected the relevant information, what is the next thing he or she needs to do?
Answer: analyze data and present findings
68. Making action recommendations, implementing action recommendations, and evaluating results would take place during which stage of the five-step marketing research approach?
Answer: Take marketing actions
69. The final stage in the five-step marketing research approach includes making action recommendations, implementing action recommendations, and
Answer: monitor how the decisions work turn out
70. Evaluating the results of a marketing decision involves
Answer: monitoring the marketplace to determine if action is necessary in the future.
71. Marketing teams must be vigilant for ways to improve the analysis and results - to learn lessons that might apply to future marketing research efforts. Evaluating the effectiveness of a marketing decision involves
Answer: determining if the marketing research and analysis used to develop the recommendations was effective.
72. The total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts is referred to as
Answer: sales forecasting.
73. Sales forecast refers to
Answer: the total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts.
74. A(n) __________ forecast involves starting with the last known value of the item being forecast, listing the factors that could affect the forecast, assessing whether they have a positive or negative impact, and making the final forecast.
Answer: lost-horse
