Question 1

A manufacturer of electronic toys is interested in learning about consumers' attitudes toward its product line. All of the following can be a source for this type of marketing information EXCEPT:

Accepted Answer

Observation can provide valuable insights into consumer behavior, but it may not necessarily reveal their attitudes or opinions about a product line. In-store interviews, telephone surveys, and mail questionnaires are all methods commonly used to gather information about consumer attitudes.

Question 2

When the A.C. Nielsen Company develops television ratings using information from their people meters, it relies on data collected by:

Accepted Answer

The A.C. Nielsen Company relies on data collected through observation using their people meters to develop television ratings. People meters are metering devices installed in selected households that collect data on the television viewing habits of the household members.

Question 3

A market researcher showed a new brand of blue jeans to several groups of students and asked the students to rate the quality of the jeans. Two weeks later, the researcher showed the same students a television advertisement featuring super model Cindy
Crawford wearing the new brand of jeans. The marketer asked the students to once again rate the quality of the jeans. The marketer predicted that after viewing the
Advertisement, the students' ratings of the new jeans would be more positive than their original ratings. In this experiment, students' ratings of the new blue jeans served as
The:

Accepted Answer

The students' ratings of the new blue jeans served as the dependent variable because it is the variable that was being measured and is expected to change as a result of the independent variable (the advertisement featuring Cindy Crawford wearing the jeans).

Question 4

Before Moen Inc. put its new massaging shower head, the Revolution, on the market, it wanted to find out what consumers thought about the new product design so it hired QualiData Research Inc. to enlist 20 nudists as their volunteers and paid them $250 each to answer questions about their lifestyles, and to allow QualiData to install a tiny video camera in the shower of each volunteer in order to watch them use the new
Showerhead. This type of research can be described as:

Accepted Answer

This type of research is ethnographic because it involves observing and studying a specific group of people (nudists) in their natural setting (shower) in order to understand their behaviors and attitudes towards the new product design.

Question 5

Kellogg's was getting ready to introduce a new ready-to-eat cereal bar. Before launching the product, they tested consumer's reaction to the product by sampling the product in grocery stores and asking consumers to fill in a questionnaire. This is an example of a(n):

Accepted Answer

This is an example of a field experiment because Kellogg's is testing consumer's reaction to the product in real-world settings (grocery stores) rather than in a controlled environment. This type of research allows for more natural and realistic consumer behavior compared to other research methods like individual interviews or focus groups.

Question 6

Because marketers cannot control all the conditions in the field, they sometimes conduct a different kind of experiment known as a:

Accepted Answer

Laboratory experiments allow marketers to control variables more effectively than in field experiments, making them a useful alternative when field conditions are too variable or uncontrollable.

Question 7

Compared with __ __ __ __ Unfair data, two disadvantages of __ __ __ __ Unfairdata are that the latter is usually far more time consuming and more expensive to collect.

Accepted Answer

Secondary data is often quicker and less expensive to collect compared to primary data, which requires more time and resources for original research.

Question 8

Eppie's Used Cars wanted to discover whether straight discounting worked better than a free gift. It ran two different television commercials on alternate Wednesdays. Commercial A offered 20 percent off Blue Book price for any four-wheel-drive vehicle on the lot while Commercial B offered a free tent with the purchase of any Four-wheel-drive vehicle at Blue Book price. The offer was what is called the Experimental independent variable. Whether it was cold or rained when any of the Commercials ran is an extraneous independent variable. How many people responded To each type of offer is called the__ __ __ __ Unfair , and would suggest whether straight Discounting or a gift incentive was the better strategy for increasing traffic.

Accepted Answer

The dependent variable is the one that is being measured and compared between the two offers (straight discounting vs free gift) to determine which is more effective in increasing traffic. The number of people who responded to each offer is the dependent variable. The other options (marketing variable, observational variable, market potential variable) are not relevant in this scenario.

Question 9

When conducting marketing experiments, the dependent variable can often describe any of the following EXCEPT:

Accepted Answer

The dependent variable in marketing experiments typically includes aspects such as preferences, attitudes, and actual purchase behavior. Marketing mix variables, which are independent variables, are manipulated in the experiment rather than being measured as a dependent variable.

Question 10

Kraft is launching Deli Creations, which are sandwiches made with its Oscar Meyer meats, Kraft cheeses, and Grey Poupon mustard. Kraft spends several months with consumers in their kitchens to understand their use of the product and other kitchen behaviours. This research is referred to as:

Accepted Answer

The research conducted by Kraft, where they spend several months with consumers in their kitchens to understand their use of the product and other kitchen behaviours, is referred to as ethnographic research. Ethnographic research aims to observe and understand people's behaviour in their natural setting, and the research conducted by Kraft is an example of this.

Question 11

Companies hire people to pose as real customers and have them go through an exchange process and record their observations in detailed reports. The individuals posing as real customers are known as:

Accepted Answer

The individuals who are hired to pose as real customers and record their observations in detailed reports are known as "mystery shoppers". They are also sometimes referred to as "secret shoppers" or "anonymous shoppers". Their goal is to provide objective feedback on the quality of customer service, product knowledge, and overall experience at a particular business or location.

Question 12

An observational approach to discover subtle emotional reactions as consumers encounter products in their "natural use environment" describes the following research approach:

Accepted Answer

Ethnography is a research approach that involves immersing oneself in the lives and culture of the people being studied. In this case, the approach would involve observing consumers in their natural environment as they encounter products to gain insight into their emotional reactions. This method allows for a deep understanding of the context and cultural practices that influence consumer behavior. Ethnomethodology also involves observation in natural settings, but it focuses more on the interpretation of social norms and practices. Field experiments involve testing hypotheses in real-world settings, which is not the main focus of this research approach. Simply stating "observation" is too broad and does not specify the level of immersion and context needed for this type of research.

Question 13

As marketing vice president of Health Care Services, Inc., you are in charge of developing an experiment to test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory. Which experiment will do this best?

Accepted Answer

The hypothesis states that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory. Therefore, the best experiment to test this hypothesis would be to manipulate the independent variable of salespeople assigned to a territory and measure the dependent variable of sales of health services. Option C is the only choice that involves manipulating the independent variable of salespeople, which is what the hypothesis is about. Manipulating the independent variable of sales alone (options A and D) would not test the hypothesis accurately, and manipulating both sales and salespeople (option B) would make it difficult to determine the impact of each independent variable on the dependent variable. Therefore, choice C is the best option to test the hypothesis.

Question 14

An experimenter had people choose the sweeter juice from two containers, a red one and a yellow one. The respondents expressed a definite preference although the juice was exactly the same. The experimental independent variable was the:

Accepted Answer

The experiment manipulated the colour of the containers, so the independent variable was the colour of the containers.

Question 15

An experimenter served identical meals to people at six tables at an elegant restaurant. At each table there was a small lantern with a rheostat. Each table had a different brightness of lighting. There was a direct correlation between the time it took the people to finish their meals and the amount of artificial light from the lantern. The dependent variable in this experiment was:

Accepted Answer

The dependent variable in this experiment was the length of time it took to finish the meal, as it was directly correlated with the amount of artificial light from the lantern. The other choices are not the dependent variable as they do not directly affect the outcome of the experiment.

Question 16

Your university wants to understand how graduates are doing two years after completing their degree. They place 2000 graduates' names in a hat and randomly begin selecting names to call. This type of selection is known as:

Accepted Answer

Probability sampling involves randomly selecting members from a population, which is exactly what is happening in this scenario. The university is randomly selecting graduates from the population of all graduates who completed their degree two years ago. Statistical inference involves making conclusions about a population based on a sample, but the prompt does not indicate that the university is making any conclusions beyond just studying the selected graduates. Nonprobability sampling involves non-randomly selecting members from a population, which is not the case here. Extrapolation involves extending data beyond the range of observations, but there is no indication that the university is doing this either. Therefore, the best choice is A.

Question 17

While attempting to organize a class party, which everyone is invited to, you ask a few of your friends where the venue should be. This is an example of:

Accepted Answer

This is an example of nonprobability sampling because the sample (your friends) is not selected at random and is not representative of the entire population (the class).

Question 18

Your boss asks you to: "Put all the names through the computer, and select every hundredth name to put on the mailing list to receive a survey." The type of population profile you will create is based on:

Accepted Answer

This instruction is an example of probability sampling because it involves selecting every hundredth name from the entire population of names. This ensures that each name in the population has an equal chance of being selected for the mailing list, which is a key feature of probability sampling.

Question 19

Starbucks has decided to ask every customer that looks like they are a coffee addict if they would be interested in pre-ordering and pre-paying for their drink before they arrived at the store, so they did not have to wait in line. The decision to choose every third customer is an example of:

Accepted Answer

Choosing every third customer is an example of sampling, as it is a method of selecting a portion of the population (in this case, the customers) to be observed or surveyed. Starbucks is using this method to test the idea of pre-ordering and pre-paying for drinks, without having to ask every single customer.

Question 20

A marketer is offering free samples of ice cream to shoppers. After trying the sample, the marketer asks shoppers whether they would want to purchase a container. This is referred to as a(n)__ __ __ __ Unfairexperiment.

Accepted Answer

The experiment is being conducted in a real-world setting (in a store with actual shoppers), therefore it is a field experiment. A laboratory experiment would be conducted in a controlled environment, and a simulated experiment would use computer models to simulate real-world scenarios. A local experiment does not make sense in this context.

Quiz 8: Marketing Research: From Information to Action

A manufacturer of electronic toys is interested in learning about consumers' attitudes toward its product line. All of the following can be a source for this type of marketing information EXCEPT:

When the A.C. Nielsen Company develops television ratings using information from their people meters, it relies on data collected by:

Kellogg's was getting ready to introduce a new ready-to-eat cereal bar. Before launching the product, they tested consumer's reaction to the product by sampling the product in grocery stores and asking consumers to fill in a questionnaire. This is an example of a(n) :

Because marketers cannot control all the conditions in the field, they sometimes conduct a different kind of experiment known as a:

Compared with Unfair data, two disadvantages of Unfairdata are that the latter is usually far more time consuming and more expensive to collect.

When conducting marketing experiments, the dependent variable can often describe any of the following EXCEPT:

Kraft is launching Deli Creations, which are sandwiches made with its Oscar Meyer meats, Kraft cheeses, and Grey Poupon mustard. Kraft spends several months with consumers in their kitchens to understand their use of the product and other kitchen behaviours. This research is referred to as:

Companies hire people to pose as real customers and have them go through an exchange process and record their observations in detailed reports. The individuals posing as real customers are known as:

An observational approach to discover subtle emotional reactions as consumers encounter products in their "natural use environment" describes the following research approach:

As marketing vice president of Health Care Services, Inc., you are in charge of developing an experiment to test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory. Which experiment will do this best?

An experimenter had people choose the sweeter juice from two containers, a red one and a yellow one. The respondents expressed a definite preference although the juice was exactly the same. The experimental independent variable was the:

Your university wants to understand how graduates are doing two years after completing their degree. They place 2000 graduates' names in a hat and randomly begin selecting names to call. This type of selection is known as:

While attempting to organize a class party, which everyone is invited to, you ask a few of your friends where the venue should be. This is an example of:

Your boss asks you to: "Put all the names through the computer, and select every hundredth name to put on the mailing list to receive a survey." The type of population profile you will create is based on:

Starbucks has decided to ask every customer that looks like they are a coffee addict if they would be interested in pre-ordering and pre-paying for their drink before they arrived at the store, so they did not have to wait in line. The decision to choose every third customer is an example of:

A marketer is offering free samples of ice cream to shoppers. After trying the sample, the marketer asks shoppers whether they would want to purchase a container. This is referred to as a(n) Unfairexperiment.

Quiz 8: Marketing Research: From Information to Action

A manufacturer of electronic toys is interested in learning about consumers' attitudes toward its product line. All of the following can be a source for this type of marketing information EXCEPT:

When the A.C. Nielsen Company develops television ratings using information from their people meters, it relies on data collected by:

Kellogg's was getting ready to introduce a new ready-to-eat cereal bar. Before launching the product, they tested consumer's reaction to the product by sampling the product in grocery stores and asking consumers to fill in a questionnaire. This is an example of a(n) :

Because marketers cannot control all the conditions in the field, they sometimes conduct a different kind of experiment known as a:

Compared with __ __ __ __ Unfair data, two disadvantages of __ __ __ __ Unfairdata are that the latter is usually far more time consuming and more expensive to collect.

When conducting marketing experiments, the dependent variable can often describe any of the following EXCEPT:

Kraft is launching Deli Creations, which are sandwiches made with its Oscar Meyer meats, Kraft cheeses, and Grey Poupon mustard. Kraft spends several months with consumers in their kitchens to understand their use of the product and other kitchen behaviours. This research is referred to as:

Companies hire people to pose as real customers and have them go through an exchange process and record their observations in detailed reports. The individuals posing as real customers are known as:

An observational approach to discover subtle emotional reactions as consumers encounter products in their "natural use environment" describes the following research approach:

As marketing vice president of Health Care Services, Inc., you are in charge of developing an experiment to test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory. Which experiment will do this best?

An experimenter had people choose the sweeter juice from two containers, a red one and a yellow one. The respondents expressed a definite preference although the juice was exactly the same. The experimental independent variable was the:

Your university wants to understand how graduates are doing two years after completing their degree. They place 2000 graduates' names in a hat and randomly begin selecting names to call. This type of selection is known as:

While attempting to organize a class party, which everyone is invited to, you ask a few of your friends where the venue should be. This is an example of:

Your boss asks you to: "Put all the names through the computer, and select every hundredth name to put on the mailing list to receive a survey." The type of population profile you will create is based on:

Starbucks has decided to ask every customer that looks like they are a coffee addict if they would be interested in pre-ordering and pre-paying for their drink before they arrived at the store, so they did not have to wait in line. The decision to choose every third customer is an example of:

A marketer is offering free samples of ice cream to shoppers. After trying the sample, the marketer asks shoppers whether they would want to purchase a container. This is referred to as a(n) __ __ __ __ Unfairexperiment.

Compared with Unfair data, two disadvantages of Unfairdata are that the latter is usually far more time consuming and more expensive to collect.

A marketer is offering free samples of ice cream to shoppers. After trying the sample, the marketer asks shoppers whether they would want to purchase a container. This is referred to as a(n) Unfairexperiment.