Question 1

A potential difficulty with experiments such as test markets is that outside factors, such as the actions of competitors, can distort the results by affecting ________, such as sales.

Accepted Answer

Dependent variables, such as sales, are the outcomes that can be affected by outside factors, including competitors' actions, in test markets.

Question 2

Information technology refers to

Accepted Answer

Information technology encompasses all computing resources that collect, store, and analyze data.

Question 3

When conducting marketing experiments, the independent variable often involves marketing mix elements such as product features or coupons, while dependent variables often include

Accepted Answer

The dependent variable in marketing experiments is typically the outcome being measured, such as changes in sales or purchase behavior, which can be influenced by the independent variable.

Question 4

Experiments often use marketing drivers like product features, price, or promotion as ________ variables.

Accepted Answer

Independent variables are the variables that are manipulated by the experimenter to test their effect on the dependent variables. In this case, the marketing drivers (product features, price, or promotion) are the independent variables because they are the variables that the experimenter is manipulating to test their effect on the dependent variable (sales).

Question 5

Figure 8-5
-Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does B represent?

Accepted Answer

B represents a data warehouse, which is a centralized repository where data is stored and managed for analysis and reporting purposes.

Question 6

Eppie's Used Cars wanted to test whether straight price discounting worked better than a free gift. It ran two different commercials on alternate Wednesdays. The first offered 10 percent off the Kelley Blue Book price for any four-wheel-drive vehicle on the lot while the second offered a free tent with the purchase of any four-wheel-drive vehicle at the Kelley Blue Book price. The type of offer was the ________ variable. The number of people that responded to each type was the ________ variable, which would suggest the best strategy for increasing traffic.

Accepted Answer

The type of offer is the independent variable because it is what is being changed or tested. The number of people that responded is the dependent variable because it depends on the type of offer.

Question 7

When Procter & Gamble acquired the Old Spice brand, it decided to reposition the brand by using a different advertising message to see whether its sales would increase. The advertising message is the ________ in this marketing experiment.

Accepted Answer

The advertising message is the independent variable because it is the factor that Procter & Gamble is changing to observe its effect on sales, which would be the dependent variable.

Question 8

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

Accepted Answer

The dependent variable is the variable that is being measured, and in this case, it is the students' ratings of the jeans. The independent variable is the variable that is being manipulated, and in this case, it is the presence or absence of Scarlett Johansson in the ad.

Question 9

R. Taco increased the price for its tacos for three months to see what the effect would be on its sales. The change in sales is the ________ in this experiment.

Accepted Answer

The dependent variable is the outcome that is measured in an experiment, which in this case is the change in sales resulting from the price increase.

Question 10

Figure 8-5
-Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does D represent?

Accepted Answer

The answer of  Figure 8-5
-Figure 8-5 above shows how...

Question 11

A test market for a new Kellogg's cereal is an example of

Accepted Answer

A test market is an experiment conducted in a real-world setting to evaluate the potential success of a new product.

Question 12

Figure 8-5
-Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does E represent?

Accepted Answer

E represents the results, which are the outcomes or findings derived from analyzing the data collected from various sources.

Question 13

Offering a product for sale in a small geographic area to help evaluate potential market actions is

Accepted Answer

A test market is used to evaluate the potential success of a product by offering it in a limited geographic area before a wider release.

Question 14

In marketing experiments, the independent variables of interest, sometimes called the marketing ________, are often one or more of the marketing mix elements.

Accepted Answer

In marketing experiments, the independent variables of interest are often referred to as "drivers," which are elements of the marketing mix that can influence outcomes.

Question 15

McDonald's tested its delivery service in three Florida cities to assess consumer interest before deciding to expand to 20,000 of its restaurants. Which type of experiment was conducted here?

Accepted Answer

McDonald's conducted a test market experiment by introducing its delivery service in a limited geographic area (three Florida cities) to gauge consumer interest before a broader rollout.

Question 16

Figure 8-5
-Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does C represent?

Accepted Answer

The answer of  Figure 8-5
-Figure 8-5 above shows how...

Question 17

Figure 8-5
-Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does A represent?

Accepted Answer

The answer of  Figure 8-5
-Figure 8-5 above shows how...

Question 18

When Procter & Gamble acquired the Old Spice brand, it decided to reposition the brand by using different television and print advertising to see whether sales would increase. The level of sales is the ________ in this experiment.

Accepted Answer

The level of sales is the dependent variable because it is the outcome that is being measured and is expected to change in response to the advertising efforts, which are the independent variable.

Question 19

________ includes all of the computing resources that collect, store, and analyze data collected from a variety of sources.

Accepted Answer

Information technology encompasses all computing resources used to collect, store, and analyze data from various sources.

Question 20

GI Designs, a copper furniture manufacturer, increased the price on its copper tabletops by 20 percent for three months to see what the effect would be on its sales. The price increase is the ________ in this three-month experiment.

Accepted Answer

The independent variable is the one that is changed or controlled in a scientific experiment to test the effects on the dependent variable. In this case, the price increase is the independent variable.

Quiz 8: Marketing Research: From Customer Insights to Actions

A potential difficulty with experiments such as test markets is that outside factors, such as the actions of competitors, can distort the results by affecting ________, such as sales.

Information technology refers to

When conducting marketing experiments, the independent variable often involves marketing mix elements such as product features or coupons, while dependent variables often include

Experiments often use marketing drivers like product features, price, or promotion as ________ variables.

Figure 8-5 -Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does B represent?

When Procter & Gamble acquired the Old Spice brand, it decided to reposition the brand by using a different advertising message to see whether its sales would increase. The advertising message is the ________ in this marketing experiment.

R. Taco increased the price for its tacos for three months to see what the effect would be on its sales. The change in sales is the ________ in this experiment.

Figure 8-5 -Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does D represent?

A test market for a new Kellogg's cereal is an example of

Figure 8-5 -Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does E represent?

Offering a product for sale in a small geographic area to help evaluate potential market actions is

In marketing experiments, the independent variables of interest, sometimes called the marketing ________, are often one or more of the marketing mix elements.

McDonald's tested its delivery service in three Florida cities to assess consumer interest before deciding to expand to 20,000 of its restaurants. Which type of experiment was conducted here?

Figure 8-5 -Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does C represent?

Figure 8-5 -Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does A represent?

When Procter & Gamble acquired the Old Spice brand, it decided to reposition the brand by using different television and print advertising to see whether sales would increase. The level of sales is the ________ in this experiment.

________ includes all of the computing resources that collect, store, and analyze data collected from a variety of sources.

GI Designs, a copper furniture manufacturer, increased the price on its copper tabletops by 20 percent for three months to see what the effect would be on its sales. The price increase is the ________ in this three-month experiment.