Question 1

Analyzing data and presenting the results of this analysis would take place during which step of the five-step marketing research approach?

Accepted Answer

Analyzing data and presenting the results of the analysis would take place during the third step of the five-step marketing research approach, which is to develop findings. This step involves analyzing the data collected during the previous step and drawing conclusions based on the analysis. The findings are then presented in a format that can be easily understood by the decision-makers who will use the results to make informed marketing decisions.

Question 2

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

Accepted Answer

Taking marketing actions involves making recommendations, implementing those recommendations, and evaluating the results. This is the final step in the five-step marketing research approach.

Question 3

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?

Accepted Answer

Specifying constraints, identifying data needed for marketing actions, and determining how to collect data are all part of developing the research plan stage of the marketing research approach.

Question 4

Set during the marketing research process,__________ are the specific,measurable goals the decision maker seeks to achieve in conducting the marketing research.

Accepted Answer

Research objectives are the specific, measurable goals that the decision maker seeks to achieve in conducting marketing research. These objectives are used to guide the research process and provide direction for the research design, data collection, and analysis. The other options (measures of success, research constraints, marketing research plans, and hypothetical scenarios) are also important components of the marketing research process, but they do not specifically refer to the goals of the research.

Question 5

One test of whether marketing research should be done is if

Accepted Answer

The purpose of marketing research is to inform marketing decisions. If different outcomes will lead to different marketing actions, then it is necessary to conduct research to determine which action is most likely to succeed. Therefore, this is a good test to determine whether marketing research should be conducted.

Question 6

Research objectives are __________.

Accepted Answer

Research objectives are specific and measurable goals that a researcher aims to achieve through a particular research project. They provide a clear roadmap for the research process and help to ensure that the research outcomes are focused and relevant. Therefore, the best choice is D, specific and measurable.

Question 7

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.After defining the problem,its publisher developed a research plan,gathered information from teen focus groups,analyzed the findings,and replaced Watch magazine with Fuel for boys and Verve for girls.How would a marketer judge the publisher's actions?

Accepted Answer

The publisher took a systematic approach to analyzing the problem and responded to its advertisers' concerns. This shows that the publisher was proactive in solving the problem and made changes that would benefit their advertisers.

Question 8

Criteria or standards used in evaluating proposed solutions to a problem are referred to as

Accepted Answer

The criteria or standards used to evaluate proposed solutions are commonly referred to as measures of success. These measures help determine whether a solution adequately addresses the problem and meets the desired outcomes. Constraints may also be considered in the evaluation process, but they are not the main criteria used to assess the effectiveness of a proposed solution. Solution factors, determinant factors, and resolution parameters are not commonly used terms in discussions of evaluating proposed solutions.

Question 9

The second step of the marketing research approach is to __________.

Accepted Answer

The second step of the marketing research approach is to develop the research plan, which involves specifying the research objectives, determining the research design and methodology, identifying the data sources and sampling plan, and developing the instruments for collecting data. Defining the problem comes before this step, and collecting relevant information and developing findings come after. Taking marketing actions is the final step in the process.

Question 10

Based on the Fisher-Price Chatter Telephone example in the textbook,if a measure of success is "playtime" for a particular telephone design,which would be the best possible marketing action if the results of observation were "Children spent more time playing with new design?"

Accepted Answer

If the measure of success is playtime and the new design is resulting in more playtime compared to the old design, it would be best to introduce the new design and drop the old design. This decision is based on maximizing the measure of success, i.e., playtime. Adding new features (option C) or mining data further (option D) may not have a significant impact on playtime if the new design is already performing better. Option A suggests continuing with the old design, which does not align with the objective of maximizing playtime. Option E suggests adding digital dashboards, which may be useful but not necessary to make a decision based on the current scenario.

Question 11

Effective decision makers develop specific __________,which are criteria or standards used in evaluating proposed solutions to the problem.

Accepted Answer

Measures of success are specific criteria or standards used in evaluating proposed solutions to the problem. These measures help decision-makers to objectively evaluate different options and choose the best solution based on predetermined criteria such as feasibility, cost-effectiveness, and impact on stakeholders. Standards of accuracy, measures of variability, limits of consideration, and limits of probability are all important concepts, but they are not specific criteria for evaluating solutions.

Question 12

The third step of the marketing research approach is to __________.

Accepted Answer

The answer of The third step of the marketing research...

Question 13

What is the marketing research term for the specific,measurable goals the decision-maker seeks to achieve in conducting the marketing research?

Accepted Answer

Research objectives are the specific, measurable goals the decision-maker seeks to achieve in conducting marketing research. Research constraints are the limitations or restrictions placed on the research process, research decisions are the choices made during the research process, measures of success are the criteria used to determine if the research was successful, and marketing conjectures are untested hypotheses or assumptions about the market.

Question 14

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?

Accepted Answer

The answer of Several years ago,SwissAir made some unwise investments...

Question 15

Measures of success refer to

Accepted Answer

Measures of success refer to criteria or standards used in evaluating proposed solutions to a problem. They help decision makers determine whether a proposed solution will actually solve the problem and achieve the desired outcomes. These measures can be both quantitative and qualitative and should be established ahead of time to ensure that the decision-making process is focused and effective. Options A, C, D, and E are not accurate definitions of measures of success.

Question 16

Obtaining primary and secondary data would take place during which step of the five-step marketing research approach?

Accepted Answer

The answer of Obtaining primary and secondary data would take...

Question 17

The fourth step of the marketing research approach is to __________.

Accepted Answer

After collecting relevant information, the next step is to analyze the data and findings in order to develop conclusions and recommendations. This step is known as developing findings.

Question 18

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?

Accepted Answer

The answer of Setting research objectives and identifying possible marketing...

Question 19

Effective decision makers rely on criteria or standards used in evaluating proposed solutions to a problem,which are known as

Accepted Answer

Criteria or standards used in evaluating proposed solutions are known as measures of success. This helps in assessing the potential effectiveness of each solution and choosing the one that meets the required criteria most effectively.

Question 20

The fifth step of the marketing research approach is to __________.

Accepted Answer

The answer of The fifth step of the marketing research...

Quiz 7: Marketing Research: From Customer Insights to Actions