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Exam 7: Marketing Research: From Customer Insights to Actions

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Question 81

Multiple Choice

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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 alternative that would allow a firm to survive financially even if the forecasts were totally incorrect.
D) making decisions without any intervening steps.
E) averaging the projections obtained from just regional sales managers and then making the final projection.

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

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Question 82

Multiple Choice

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__________ involves operating computer networks that can store and process data. For marketers, it can be used to extract hidden information from large databases such as households' product purchases, TV viewing behavior, and responses to coupon or free-sample promotions.

A) Data mining
B) Environmental scanning
C) Computerization
D) E-marketing
E) Information technology

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

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Question 83

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A(n) __________ question requires respondents to select one or more response options from a set of predetermined choices.

Research objectives are __________.

__________ are revolutionizing not only the way people connect with each other but also the way today's products are advertised and sold.

The field of marketing that studies the brain and its response to marketing stimuli is referred to as

Filmmakers want movie titles that use the same factors that make a good brand name. They must be __________.

The Internet sites for The Wall Street Journal, CNBC, and Fox Business

2. Have you eaten at a fast-food restaurant in the past month? $\square\text { Yes } \quad\quad\quad\quad\quad\square \text { No }$ -Consider Figure 7-4: Question 2 above, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 2 illustrates which type of question format?

Linear trend extrapolation is a form of trend extrapolation in which

-According to Figure 7-1 above, what does C represent in the marketing research process?

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell insurance and deal with claims. It wants to pursue new markets, but with some idea of how successful its sales efforts will be. Researchers invited a group of eight insured people to its headquarters to discuss their attitudes about home and auto insurance and awareness of DirectProtect. Responses were gathered on paper as __________ data.

Two important disadvantages of secondary data are __________ and __________.

Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30, a great deal of information was gathered from a sample of women to determine what types of items should be carried, the image of the store, its advertising, etc. Which of the following is an example of an open-ended question that might have been asked in the survey?

The facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors are referred to as

There are three key elements when defining a marketing research problem. One of these is __________.

Where it is desirable for the interviewer to be flexible in asking probing follow-up questions, data would be best collected using

A(n) __________ scale is one in which the respondent indicates the extent to which he or she agrees or disagrees with a statement.

Which of the following would be best used to forecast the opening weekend box office sales for a new movie?

When Home Depot entered the Quebec market in Canada, two percent of people were aware of the retail chain. To determine advertising effectiveness during the first 18 months in Quebec, awareness research was done a second time. For this research, it was decided that if at least 50 percent of a 600-person sample of the population were aware of the Home Depot brand, it would continue its present advertising program. This is an example of a(n)