Marketing The Core 7th Edition By Kerin – Test Bank

Marketing The Core 7th Edition By Kerin – Test Bank

Chapter 07
Test Bank
1. Field of Dreams is an example of a successful movie that could have failed because A. too little money was spent on promotion. B. it was targeting the wrong target market segments. C. there was too little similarity between the original book and the screenplay. D. its original title did not convey the correct message to its prospective audience. E. too much time elapsed between promotions and its release. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Learning Objective: 07-01 Identify the reason for conducting marketing research. Level of Difficulty: 2 Medium Topic: Understanding Competitors and Customers in Marketing Research
Feedback: The original title of the movie was Shoeless Joe. The audiences thought that the title suggested Kevin Costner was playing a homeless person, so it was changed.
2. Filmmakers want movie titles that use the same factors that make a good brand name. They must be short, memorable, appealing to consumers, and A. creative. B. familiar. C. have no legal restrictions. D. alliterative. E. easy to remember. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Understanding Competitors and Customers in Marketing Research
Feedback: Generally, filmmakers want movie titles that are short, memorable, appealing to consumers, and have no legal restrictions—the same factors that make a good brand name.
3. Generally, filmmakers want movie titles that are short, memorable, appealing to consumers, and have no legal restrictions. These are titles that A. have the same factors that make a good brand name. B. seem familiar. C. use alliterative techniques. D. play it safe. E. appeal to multiple cultures. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Understanding Competitors and Customers in Marketing Research
Feedback: Generally, filmmakers want movie titles that are short, memorable, appealing to consumers, and have no legal restrictions—the same factors that make a good brand name.
4. Filmmakers want movie titles that use the same factors that make a good brand name. Ideally, they should A. be short and memorable. B. create a sense of mystery. C. use devices such as alliteration or rhyme. D. create a sense of familiarity. E. be creative. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Understanding Competitors and Customers in Marketing Research
Feedback: Generally, filmmakers want movie titles that are short, memorable, appealing to consumers, and have no legal restrictions—the same factors that make a good brand name.
5. Movie studios use market research to reduce their risk of losses by hiring firms such as the National Research Group to conduct test screenings and tracking studies. Often, 300 to 400 prospective moviegoers are recruited to attend a sneak preview of a film before its release. After viewing the movie, the audience completes a survey to A. evaluate the quality of directing and producing. B. critique the title, plot, and characters. C. rate the performances of the individual actors and actresses. D. recall specific details of the plot and dialogue. E. compare the final film with the original script. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Learning Objective: 07-04 Discuss the uses of observations, questionnaires, panels, experiments, and newer data collection methods. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: In test screenings, 300 to 400 prospective moviegoers are recruited to attend a sneak preview of a film before its release. After viewing the movie, the audience completes a survey to critique its title, plot, characters, music, and ending to identify improvements to make in the final edit. John Cameron, for example, used a test screening of a segment of Avatar to convince Twentieth Century Fox executives of the movie’s potential appeal.
6. 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. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Learning Objective: 07-04 Discuss the uses of observations, questionnaires, panels, experiments, and newer data collection methods. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: In test screenings, 300 to 400 prospective moviegoers are recruited to attend a sneak preview of a film before its release. After viewing the movie, the audience completes a survey to critique its title, plot, characters, music, and ending to identify improvements to make in the final edit. John Cameron, for example, used a test screening of a segment of Avatar to convince Twentieth Century Fox executives of the movie’s potential appeal.
7. Which of the following would be best used to forecast the opening weekend box office sales for a new movie? A. test screenings B. demographic analysis C. portfolio analysis D. advanced promotions E. tracking studies AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Learning Objective: 07-04 Discuss the uses of observations, questionnaires, panels, experiments, and newer data collection methods. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: Before an upcoming film’s release, studios will ask prospective moviegoers in the target audience three questions: (1) Are you aware of the film? (2) Are you interested in seeing the film? and (3) Will you see the film? Studios also use “social listening” to understand what potential moviegoers are saying on Twitter, YouTube, Tumblr, Facebook, Instagram, and other social media sites. Studios use these data to monitor a promotional campaign, forecast the movie’s opening weekend box-office sales and, if necessary, add additional marketing activities to promote the film.
8. Marketing researchers use tracking studies immediately before an upcoming film’s release to A. identify any factual errors or inconsistencies in the story line. B. nominate specific actors or actresses for industry awards. C. forecast a movie’s opening weekend box office revenues. D. select the best geographical location for the movie’s premiere. E. make changes to the movie’s release based upon professional critics’ reviews. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Learning Objective: 07-04 Discuss the uses of observations, questionnaires, panels, experiments, and newer data collection methods. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: Before an upcoming film’s release studios will ask prospective moviegoers in the target audience three questions: (1) Are you aware of the film? (2) Are you interested in seeing the film? and (3) Will you see the film? Studios also use “social listening” to understand what potential moviegoers are saying on Twitter, YouTube, Tumblr, Facebook, Instagram, and other social media sites. Studios use these data to monitor a promotional campaign, forecast the movie’s opening weekend box-office sales and, if necessary, add additional marketing activities to promote the film.
9. After qualifying by having seen at least six movies in the last year, members of tracking studies for a new movie are asked three key questions, one of which is A. How much would you be willing to pay for a ticket? B. Will you be seeing the movie with someone else? If so, with whom? C. In your own words, what is the premise of the movie? D. Will you see the film this weekend? E. If you like the movie, what is the probability that you will purchase it when it is released on a DVD? AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Learning Objective: 07-04 Discuss the uses of observations, questionnaires, panels, experiments, and newer data collection methods. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: Before an upcoming film’s release studios will ask prospective moviegoers in the target audience three questions: (1) Are you aware of the film? (2) Are you interested in seeing the film? and (3) Will you see the film? Studios use these data to monitor a promotional campaign, forecast the movie’s opening weekend box-office sales and, if necessary, add additional marketing activities to promote the film.
10. Movie studios use tracking studies in which prospective moviegoers are asked questions about an upcoming film release to help them forecast sales. This is an example of A. movie advertising. B. marketing research. C. tactical support. D. cross-movie research. E. movie audits. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Learning Objective: 07-04 Discuss the uses of observations, questionnaires, panels, experiments, and newer data collection methods. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: Tracking studies are an example of marketing research, the topic of the chapter.
11. Test screenings and tracking studies are examples of market research techniques used in the movie industry to A. estimate a production company’s potential market share. B. identify prospective nominees for industry awards such as the Oscars. C. create an advance market for the movie’s DVD release regardless of whether it is successful in its theater release or not. D. identify possible story lines and/or plots for future movie ventures. E. reduce uncertainty and improve marketing actions. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Learning Objective: 07-04 Discuss the uses of observations, questionnaires, panels, experiments, and newer data collection methods. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: Test screenings and tracking studies reduce uncertainty and improve marketing actions.
12. The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions is referred to as A. marketing enquiry. B. strategic intelligence. C. data mining. D. marketing tactics. E. marketing research. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Learning Objective: 07-01 Identify the reason for conducting marketing research. Level of Difficulty: 1 Easy Topic: Marketing Research Process
Feedback: Key term definition—marketing research.
13. Marketing research refers to A. the process of systematically collecting and analyzing information in order to define a marketing problem. B. the use of information technology to find objective solutions to a marketing problem. C. the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions. D. the use of subjective data such as interviews and observation to complement empirical data obtained through the use of information technology. E. the science of using observable human behavior in order to identify and solve marketing problems. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Learning Objective: 07-01 Identify the reason for conducting marketing research. Level of Difficulty: 1 Easy Topic: Marketing Research Process
Feedback: Key term definition—marketing research.
14. All of the following are challenges marketers face when conducting marketing research except which? A. whether consumers’ actual purchase behaviors will match their stated interests or intentions B. whether consumers will reveal honest answers to questions about personal or status issues C. whether consumers will remember the brand they actually purchased in order to report it correctly D. whether consumers will accept a small gratuity for participating in a market research study for a new or existing product E. whether consumers will really know whether they are likely to buy a new product that they have never thought about before AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Learning Objective: 07-01 Identify the reason for conducting marketing research. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: When conducting marketing research studies, marketers are not concerned so much with payments to consumers for participating. Rather, they are greatly concerned about the responses to the questions asked and getting valid information.
15. Which of the following statements concerning marketing research is most accurate? A. The primary purpose of marketing research is to collect data for historical purposes. B. When collecting marketing research, people may be reluctant to tell you what you want to know. C. Marketing research, if done properly, will always result in a positive marketing result. D. People are just as able to give accurate information about products they have only heard about as those they have actually used. E. Among those people who participate in market research studies, there is an almost perfect correlation between a respondent’s stated intentions and his/her actual buying behavior. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Learning Objective: 07-01 Identify the reason for conducting marketing research. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: Understanding why consumers purchase some products often requires answers to personal questions. Marketing researchers try to obtain answers that people know but are reluctant to reveal.
16. Grape-Nuts was one of the first cereals Post Cereal Co. ever marketed. It scores well in brand awareness studies, but recently its sales have been steadily declining. Rather than assume the product was a “dog,” the Grape-Nuts marketing manager decided Post should first A. update the flavor of the cereal by making it slightly sweeter. B. increase the amount spent on advertising and sales promotion. C. do marketing research to identify what needs were not being satisfied. D. hire additional salespeople who were younger and more assertive to contact grocery stores. E. realign Grape-Nuts as a “star” and increase production. AACSB: Knowledge Application Accessibility: Keyboard Navigation Blooms: Apply Learning Objective: 07-01 Identify the reason for conducting marketing research. Level of Difficulty: 3 Hard Topic: Marketing Research Process
Feedback: Marketing research is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions. Post recognized a serious marketing problem existed—sales were declining. However, it didn’t know what factors were causing the decline. It needed more information to learn the cause of the sales decline and how to reverse the trend—a problem that marketing research could resolve.
17. Members of the Book Promoters Association of Canada recently questioned what could be done to rejuvenate the Canadian book publishing industry. Some claimed the problem was that many Canadian bookstores had been replaced by Amazon.com. Others said the problem was stodgy advertising. Still others believed the problem was small budgets for marketing programs. The best way to identify the problem would be to use A. market analysis. B. marketing management. C. a marketing audit. D. marketing research. E. data mining. AACSB: Knowledge Application Accessibility: Keyboard Navigation Blooms: Apply Learning Objective: 07-01 Identify the reason for conducting marketing research. Level of Difficulty: 3 Hard Topic: Marketing Research Process
Feedback: The Canadian publishers could use marketing research to identify and define both marketing problems and opportunities to generate and improve marketing actions.
18. A decision refers to A. a premeditated selection resulting in a personal action. B. a conscious choice among a set of alternatives that creates the least amount of risk. C. a conscious choice from among two or more alternatives. D. a subconscious selection of the alternative most consistent with one’s personal beliefs. E. an unconscious choice selected from a subset of positive alternatives. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 1 Easy Topic: Marketing Research Process
Feedback: Text term definition—decision.
19. In marketing, a conscious choice made from among two or more alternatives is referred to as A. a preference. B. a paradigm. C. a conclusion. D. a paradox. E. a decision. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 1 Easy Topic: Marketing Research Process
Feedback: Text term definition—decision.
20. Decision making is the act of A. consciously choosing from among alternatives. B. consciously choosing an action that doesn’t involve risk. C. subjectively selecting from a subset of positive alternatives. D. subconsciously selecting the alternative that is most consistent with one’s personal beliefs. E. objectively selecting the most financially sound decision among two or more alternatives. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 1 Easy Topic: Marketing Research Process
Feedback: Text term definition—decision making.
21. The first step of the marketing research approach is to A. develop findings. B. define the problem. C. take marketing actions. D. collect relevant information. E. develop the research plan. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: The five-step marketing research approach includes: Step 1—define the problem; Step 2—develop the research plan; Step 3—collect relevant information; Step 4—develop findings; Step 5—take marketing actions. See Figure 7-1.
22. The second step of the marketing research approach is to A. develop findings. B. define the problem. C. take marketing actions. D. develop the research plan. E. collect relevant information. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: The five-step marketing research approach includes: Step 1—define the problem; Step 2—develop the research plan; Step 3—collect relevant information; Step 4—develop findings; Step 5—take marketing actions. See Figure 7-1.
23. The third step of the marketing research approach is to A. develop findings. B. define the problem. C. take marketing actions. D. develop the research plan. E. collect relevant information. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: The five-step marketing research approach includes: Step 1—define the problem; Step 2—develop the research plan; Step 3—collect relevant information; Step 4—develop findings; Step 5—take marketing actions. See Figure 7-1.
24. The fourth step of the marketing research approach is to A. develop findings. B. define the problem. C. take marketing actions. D. develop the research plan. E. collect relevant information. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: The five-step marketing research approach includes: Step 1—define the problem; Step 2—develop the research plan; Step 3—collect relevant information; Step 4—develop findings; Step 5—take marketing actions. See Figure 7-1.
25. The fifth step of the marketing research approach is to A. develop findings. B. define the problem. C. collect relevant information. D. develop the research plan. E. take marketing actions. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: The five-step marketing research approach includes: Step 1—define the problem; Step 2—develop the research plan; Step 3—collect relevant information; Step 4—develop findings; Step 5—take marketing actions. See Figure 7-1.
26. Setting research objectives and identifying possible marketing actions that might result from the research would take place during which step of the five-step marketing research approach? A. Collect relevant information. B. Develop the research plan. C. Develop findings. D. Obtain secondary data. E. Define the problem. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: Step 1 of the five-step marketing research approach, define the problem, includes setting research objectives and identifying possible marketing actions. See Figure 7-1.
27. Specifying constraints, identifying data needed for marketing actions, and determining how to collect data would take place during which step of the five-step marketing research approach? A. Collect relevant information. B. Develop the research plan. C. Develop findings. D. Take marketing actions. E. Define the problem. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: Step 2 of the five-step marketing research approach, develop the research plan, includes specifying constraints, identifying data needed for marketing actions, and determining how to collect data. See Figure 7-1.
28. Obtaining primary and secondary data would take place during which step of the five-step marketing research approach? A. Collect relevant information. B. Develop the research plan. C. Develop findings. D. Take marketing actions. E. Define the problem. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: Step 3 of the five-step marketing research approach, collect relevant information, includes obtaining secondary and primary data. See Figure 7-1.
29. Analyzing data and presenting the results of this analysis would take place during which step of the five-step marketing research approach? A. Collect relevant information. B. Develop the research plan. C. Develop findings. D. Take marketing actions. E. Define the problem. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: Step 4 of the five-step marketing research approach, develop findings, includes analyzing the data and presenting the findings. See Figure 7-1.
30. Making recommendations, implementing those recommendations, and evaluating the results would take place during which step of the five-step marketing research approach? A. Collect relevant information. B. Develop the research plan. C. Develop findings. D. Take marketing actions. E. Define the problem. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: Step 5 of the five-step marketing research approach, take marketing actions, includes making action recommendations, implementing action recommendations, and evaluating the results. See Figure 7-1.
Figure 7-1

Figure 7-1
31. According to Figure 7-1, what does A represent in the marketing research process? A. collect relevant information B. develop the research plan C. develop findings D. take marketing actions E. define the problem AACSB: Analytical Thinking Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: Step 1 of the five-step marketing research approach, define the problem, includes setting the research objectives and identifying possible marketing actions. See Figure 7-1.
32. According to Figure 7-1, what does B represent in the marketing research process? A. develop findings B. define the problem C. collect relevant information D. develop the research plan E. take marketing actions AACSB: Analytical Thinking Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: Step 2 of the five-step marketing research approach, develop the research plan, includes specifying the constraints, identifying data needed for marketing actions, and determining how to collect data. See Figure 7-1.
33. According to Figure 7-1, what does C represent in the marketing research process? A. define the problem B. collect relevant information C. develop the research plan D. develop findings E. take marketing actions AACSB: Analytical Thinking Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: Step 3 of the five-step marketing research approach, collect relevant information, includes obtaining secondary data and obtaining primary data. See Figure 7-1.
34. According to Figure 7-1, what does D represent in the marketing research process? A. define the problem B. develop the research plan C. develop findings D. collect relevant information E. take marketing actions AACSB: Analytical Thinking Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: Step 4 of the five-step marketing research approach, develop findings, includes analyzing the data and presenting the findings. See Figure 7-1.
35. According to Figure 7-1, what does E represent in the marketing research process? A. take marketing actions B. define the problem C. develop the research plan D. collect relevant information E. develop findings AACSB: Analytical Thinking Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: Step 5 of the five-step marketing research approach, take marketing actions, includes making action recommendations, implementing action recommendations, and evaluating the results. See Figure 7-1.
36. Setting research objectives occurs during which step of the five-step marketing research approach? A. define the problem B. develop the research plan C. collect relevant information D. take marketing actions E. develop findings AACSB: Analytical Thinking Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: Setting research objectives is an action taken during Step 1—define the problem. See Figure 7-1.
37. Determining how to collect the data occurs during which step of the five-step marketing research approach? A. define the problem B. collect relevant information C. develop the research plan D. develop findings E. take marketing actions AACSB: Analytical Thinking Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: Determining how to collect the data is an action taken during Step 2—develop the research plan. See Figure 7-1.
38. Obtaining secondary data occurs during which step of the five-step marketing research approach? A. define the problem B. develop the research plan C. collect relevant information D. develop findings E. take marketing actions AACSB: Analytical Thinking Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: Obtaining secondary data, or primary data for that matter, is an action taken during Step 3—collect relevant data. See Figure 7-1.
39. Analyzing the data occurs during which step of the five-step marketing research approach? A. define the problem B. develop findings C. collect relevant information D. develop the research plan E. take marketing actions AACSB: Analytical Thinking Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: Analyze the data is an action taken during Step 4—develop findings. See Figure 7-1.
40. Implementing recommendations occurs during which step of the five-step marketing research approach? A. define the problem B. develop the research plan C. collect relevant information D. take marketing actions E. develop findings AACSB: Analytical Thinking Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: Implement action recommendations is an action taken during Step 5—take marketing actions. See Figure 7-1.
41. Considering the five-step marketing research approach leading to marketing actions, the feedback loop A. is useful only to help a researcher better define the problem next time. B. is used to develop the research plan. C. is a form of primary research. D. is used to develop findings. E. consists of lessons learned that can improve each of the steps. AACSB: Analytical Thinking Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: Lessons learned from past research mistakes are fed back to improve each of the steps. See Figure 7-1.
42. Several years ago, SwissAir made some unwise investments to pay for a planned expansion. As a result, the company had to make some cost-cutting moves that alienated its customers. Eventually, the company declared bankruptcy, regrouped, and found itself able to resume business. Its board of directors recently announced that the company would resume flying if it could prove that the airline could regain at least 75 percent of its lost customers. It decided to allocate $50,000 to determine the likelihood that its former customers would fly on the airline again and find methods requiring little or no money that could be used to increase that probability. This description represents which step in the marketing research approach? A. define the problem B. develop the research plan C. collect relevant information D. develop findings E. take marketing actions AACSB: Analytical Thinking Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: SwissAir used Step 1 of the five-step marketing research approach to define the problem and set the research objectives to identify the possible marketing actions that may solve the marketing problem—in this case determining if former customers would fly on the airline again. See Figure 7-1.
43. 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. Marketing researchers for its publisher developed a research plan, gathered information from teen focus groups, analyzed the findings, and recommended replacing Watch magazine with Fuel for boys and Verve for girls. Making this change would be considered which step in the marketing research approach? A. define the problem B. develop the research plan C. collect relevant information D. take marketing actions E. develop findings AACSB: Knowledge Application Blooms: Apply Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 3 Hard Topic: Marketing Research Process
Feedback: Implement action recommendations is an action taken during Step 5—take marketing actions. See Figure 7-1.
44. There are two key elements when defining a marketing research problem. One of these is A. specify constraints. B. set the research objectives. C. determine how to collect data. D. evaluate previous research results. E. identify data needed for marketing actions. AACSB: Analytical Thinking Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: Step 1 of the five-step marketing research approach, define the problem, includes setting the research objectives and identifying possible marketing actions. See Figure 7-1.
45. Research objectives are A. conjectures regarding marketing outcomes. B. general research guidelines. C. solutions to be evaluated. D. specific and measurable. E. research dashboards. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 1 Easy Topic: Marketing Research Process
Feedback: Research objectives are the specific, measurable goals the decision maker seeks to achieve in conducting the marketing research.
46. Set during the marketing research process, __________ are the specific, measurable goals the decision maker seeks to achieve in conducting the marketing research. A. measures of success B. research constraints C. marketing research plans D. hypothetical scenarios E. research objectives AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 1 Easy Topic: Marketing Research Process
Feedback: Research objectives are the specific, measurable goals the decision maker seeks to achieve in conducting the marketing research.
47. Measures of success refers to A. the goals the decision maker seeks to achieve in solving a problem. B. criteria or standards used in evaluating proposed solutions to a problem. C. identification of acceptable alternatives for collecting data to solve a problem. D. objective data used to identify the most profitable solution to a marketing problem. E. subjective data used to identify the most profitable solution to a marketing problem. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 1 Easy Topic: Marketing Research Process
Feedback: Key term definition—measures of success.
48. Effective decision makers rely on criteria or standards known as __________ that are used in evaluating proposed solutions to a problem. A. marketing dashboards B. descriptive research C. constraints D. problem definitions E. measures of success AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 1 Easy Topic: Marketing Research Process
Feedback: Key term definition—measures of success.
49. One test of whether marketing research should be done is if A. different outcomes will lead to different marketing actions. B. multiple changes can be implemented simultaneously. C. interpreting the data can be done using a jury of executive opinions. D. the decision to undertake it is unanimous. E. there is a budget for the research. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Using marketing research
Feedback: Different research outcomes, based on the measure of success, lead to different marketing actions.
50. Consider the LEGO Group MINDSTORMS product. LEGO Group designers created MINDSTORMS® kits to appeal to middle-school students, among others. When attempting to choose between potential designs, what was the measure of success for use by LEGO Group in this instance? A. age B. gender C. assembly time D. cost E. advertising AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: For LEGO Group, assume the measure of success is the total time spent with each of the two potential new MINDSTORMS® kits until a device that can do simple tricks is produced. This measure of success leads to a clear-cut marketing action: Market the kit that produces an acceptable device in the least amount of playing time.
51. 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”? A. Redesign the kits so that assembly time is more uniform. B. Introduce Design B. C. Introduce the Design A, but add more new features to charge a higher price. D. Mine the data further for student reactions. E. Consult the marketing dashboards to analyze LEGO Group sales in the United States. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: In this case, research results that students could assemble Design B in the time frame before which they would lose interest, so it is preferable to Design A.
52. Which of the following statements represents a possible measure of success in the first step of the five-step marketing research approach, defining the problem? A. You have three weeks and $10,000 to determine if it is going to be profitable to serve breakfast on weekdays or not. B. If 3-year-olds like this product, then it stands to reason that 4-year-olds will like it even more. C. Use mail questionnaires, not focus groups. D. Let’s identify the most cost-effective method of advertising. E. If the test subject eats most or all of the sample during the taste test, it will be assumed that he or she likes it. AACSB: Knowledge Application Accessibility: Keyboard Navigation Blooms: Apply Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 3 Hard Topic: Marketing Research Process
Feedback: Measures of success are criteria or standards used in evaluating proposed solutions to the problem. Effective decision makers develop specific measures of success, which are criteria or standards used in evaluating proposed solutions to the problem. Different research outcomes, based on the measure of success, lead to different marketing actions. The amount consumed during a taste test could be one such measure.
53. When Home Depot entered the Quebec market in Canada, 2 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. secondary data. B. a constraint. C. an assumption. D. a measure of success. E. a barrier to entry. AACSB: Knowledge Application Accessibility: Keyboard Navigation Blooms: Apply Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 3 Hard Topic: Marketing Research Process
Feedback: Effective decision makers develop specific measures of success, which are criteria or standards used in evaluating proposed solutions to the problem. Different research outcomes, based on the measure of success, lead to different marketing actions. In the case of Home Depot, the measure of success criterion was “if at least 50 percent of a 600-person sample of the population are aware of the Home Depot brand.”
54. After defining the problem, the next step in the five-step marketing research approach is to A. develop the research plan. B. evaluate the results. C. examine the alternatives. D. list the variables. E. conduct the experiment. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: Step 2 of the five-step marketing research approach, develop the research plan, involves: (1) specifying the constraints on the marketing research activity; (2) identifying the data needed for marketing decisions; and (3) determining how to collect the data. See Figure 7-1.
55. There are three key elements when defining a marketing research problem. One of these is A. specify the measures of success. B. set the research objectives. C. determine how to report the findings. D. evaluate previous research results. E. identify data needed for marketing actions. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: Step 2 of the five-step marketing research approach, develop the research plan, involves: (1) specifying the constraints on the marketing research activity; (2) identifying the data needed for marketing decisions; and (3) determining how to collect the data. See Figure 7-1.
56. Specifying constraints, identifying data needed for marketing actions, and determining how to collect data, would all take place during which step of the five-step marketing research approach? A. Define the problem. B. Develop the research plan. C. Collect relevant information. D. Develop findings. E. Take marketing actions. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: Step 2 of the five-step marketing research approach, develop the research plan, involves: (1) specifying the constraints on the marketing research activity; (2) identifying the data needed for marketing decisions; and (3) determining how to collect the data. See Figure 7-1.
57. The retail mall owner told a marketing researcher, “We have the option of staying open late twice a week or opening up an hour early every day. We need to know which will be most profitable since we cannot do both. The decision must be made in 11 weeks and we only have $10,000 budgeted for this research project.” In which step of the marketing research process would the owner determine this budget and time frame? A. Define the problem. B. Develop the research plan. C. Collect relevant information. D. Develop findings and recommendations. E. Take marketing actions. AACSB: Knowledge Application Accessibility: Keyboard Navigation Blooms: Apply Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 3 Hard Topic: Marketing Research Process
Feedback: Step 2 of the five-step marketing research approach, develop the research plan, involves specifying the constraints on the marketing research activity, such as a length of 11 weeks and a budget of $10,000.
58. In a decision, the restrictions placed on potential solutions to a problem are referred to as A. objectives. B. inhibitors. C. dependent variables. D. obstructions. E. constraints. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 1 Easy Topic: Marketing Research Process
Feedback: Key term definition—constraints.
59. In a marketing decision, constraints refer to A. the external factors affecting the number of people who can work on a solution to a problem. B. the number of possible alternatives in a company’s solution set. C. the restrictions placed on potential solutions to a problem. D. the internal factors affecting whether to select one alternative over another. E. the internal factors that determine who in the organization selects the best problem to fit the hypothetical solution. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 1 Easy Topic: Marketing Research Process
Feedback: Key term definition—constraints.
60. What are the two most common constraints in marketing problem solving? A. limitations of personnel and office space B. limitations of the strategic thinking and creativity of the firm’s advertising agency C. limitations on the time and money available D. government regulations and rights to privacy E. limitations on access to upper and middle management AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 2 Medium Topic: Marketing Research Process
Feedback: The constraints in a decision are the restrictions placed on potential solutions to a problem. Examples include the limitations on the time and money available to solve the problem.
61. 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 predict how successful its sales efforts will be. The marketing research firm hired to conduct the research study has six months to gather, analyze, and present its data to DirectProtect. The required time frame is an example of A. a dependent variable. B. an obstruction. C. an objective. D. a constraint. E. an independent variable. AACSB: Knowledge Application Accessibility: Keyboard Navigation Blooms: Apply Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 3 Hard Topic: Marketing Research Process
Feedback: The constraints in a decision are the restrictions placed on potential solutions to a problem. Examples include the limitations on the time and money available to solve the problem. In this case, the marketing research firm had six months to present findings to DirectProtect.
62. Penningtons Superstore specializes in plus-size fashions for women. It recognized a potential marketing opportunity in plus-size junior clothes and was considering adding a line of teen plus sizes to its 117 stores. Before doing so, it contracted with a marketing research firm to make sure that the teen plus-size market was a viable one. Decision makers needed the results of its study by September 15 so Penningtons could introduce the line the following March, if the market was viable. The major constraint for research here is A. collecting secondary data. B. finding primary research candidates to interview. C. meeting the time deadline. D. establishing measures of success. E. locating age-appropriate styles in plus sizes. AACSB: Knowledge Application Accessibility: Keyboard Navigation Blooms: Apply Learning Objective: 07-02 Describe the five-step marketing research approach that leads to marketing actions. Level of Difficulty: 3 Hard Topic: Marketing Research Process
Feedback: The constraints in a decision are the restrictions placed on potential solutions to a problem. Examples include the limitations on the time and money available to solve the problem. In this case, Penningtons created a time constraint of a September 15 deadline.