Question 1

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 experiment should manipulate the independent variable of salespeople assigned to a territory and assess the impact by measuring the dependent variable of sales of health services in that territory. This is the most direct way to test the hypothesis that increasing the number of salespeople will increase sales. Option A measures customer satisfaction which may not necessarily translate to increased sales, option C measures sales people which is not a direct measure of sales, and option D includes multiple independent variables which may complicate the results.

Question 2

A marketer sends out a newsletter to one group that has the sent address of 'newsletter@companyX.com.' This marketer sends out the same newsletter to another group that has the sent address of 'alex_g@companyX.com.' The researcher is attempting to determine the differences in response and open rates based on which address the newsletter is sent from.What is the marketer engaging in?

Accepted Answer

The marketer is conducting an experiment by changing the sent address and examining the differences in response and open rates. This is a controlled study with a manipulated variable (the sent address) and is therefore an experiment.

Question 3

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 experimental independent variable was the color of the containers, as this was manipulated to see if it affected the participants' preferences for the juice. The sweetness of the juice was held constant, so it was not the independent variable. The relative temperature of the beverages was not mentioned in the experiment, so it is not a factor. The decision task is not the independent variable, but rather the task that the participants were asked to perform.

Question 4

An experiment involves the manipulation of a(n)_________ variable.

Accepted Answer

The independent variable is the variable that is manipulated or changed by the experimenter in order to see its effect on the dependent variable.

Question 5

A survey shows that 92.6 percent Canadians from Ontario have used toothpaste in the last twelve months and 87.2 percent of Canadians from the Western provinces have used toothpaste during the same period.This information was most likely gathered by using which type of question?

Accepted Answer

The question most likely asked respondents whether they had used toothpaste in the last twelve months, which is a dichotomous question as it requires a simple yes or no response. The percentages given in the statement suggest that the responses were tabulated into two separate categories based on whether the respondent was from Ontario or the Western provinces.

Question 6

The type of question you are answering right now is an example of a(n)_____ question.

Accepted Answer

The question provides a set of fixed choices to select from, making it a fixed alternative question.

Question 7

A test market for a new Kellogg's cereal is an example of a(n):

Accepted Answer

A test market for a new Kellogg's cereal is an example of an experiment, as it involves manipulating and testing a variable (the new cereal) and observing the outcomes. This is different from observational data creation, which involves simply observing and recording existing phenomena without manipulating anything. Hypothesis generation is the initial stage of the scientific method where a hypothesis is proposed, and deviation tests involve examining deviations from an established standard.

Question 8

"Have you been to a dentist within the past six months? __ Yes __ No?" is an example of which type of question?

Accepted Answer

This is a dichotomous question as it only has two answer options, "yes" or "no".

Question 9

Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30,a great deal of information was gathered 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 a closed-ended question that might have been asked?

Accepted Answer

This is a closed-ended question because it can only have a yes or no answer. It asks if the person would be interested in buying Torrid merchandise on the internet. A closed-ended question helps to gather specific information quickly and efficiently.

Question 10

Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30,a great deal of information was gathered 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?

Accepted Answer

The question "What is your self-image?" is open-ended because it allows for a wide range of answers and encourages the respondent to provide more detailed information about their views and feelings. This type of question can be useful in gathering insights into the target audience's attitudes and beliefs about their body size, fashion, and self-esteem, which can help inform the store's branding and product assortment. A) is a closed-ended question because it asks for a specific answer, B) is also closed-ended and may not be relevant to the store's target age range, and C) is a leading question that may bias the response.

Question 11

"Do you smoke? Answer either Yes or No even if it is only on rare occasions that you do smoke" is an example of which type of question?

Accepted Answer

This is a dichotomous question as it only allows for two possible answers - Yes or No.

Question 12

The question,"How many meals will you eat in restaurants in the next year?" is an example of a(n):

Accepted Answer

The question is unanswerable because it asks for a prediction about future behavior, which the respondent cannot accurately provide.

Question 13

What type of question is the following? Check your degree of agreement with the following statement:
"Marketing is an interesting subject."
( )Strongly Agree ( )Agree ( )Disagree ( )Strongly Disagree

Accepted Answer

The question is formatted as a Likert scale question, asking the respondent to rate their level of agreement on a scale from strongly agree to strongly disagree.

Question 14

The type of question you are answering if you are asked to indicate on a seven-point scale anchored by 'highly unlikely' to 'highly likely' to the question "What is the likelihood that you will purchase a new laptop computer within the next 12 months?" is an example of a _____ question.

Accepted Answer

The answer of The type of question you are answering...

Question 15

What kind of questions are the following? "Place an X in the space that describes your feelings about this test."
Easy __ __ __ __ __ __ __ Difficult
Fair __ __ __ __ __ __ __ Unfair

Accepted Answer

These questions use a semantic differential scale, which measures the connotative meaning of objects, events, and concepts, allowing respondents to express their feelings on a continuum between two bipolar adjectives.

Question 16

"Why do you attend university?" is an example of which type of question?

Accepted Answer

"Why do you attend university?" is an open-ended question because it allows for a range of possible answers and does not limit the respondent to a set of pre-determined options.

Question 17

The following question that appears on a questionnaire,"Did you serve any healthy,nutritious meals last week?" is most likely an example of a(n):

Accepted Answer

The question is phrased in a leading manner, assuming that the respondent served at least one healthy and nutritious meal, which may not be true. A neutral question would be, "What meals did you serve last week and how would you describe their nutritional value?" Alternatively, the question could be rephrased as, "How often did you serve meals last week with a focus on healthy and nutritious options?" to avoid leading the respondent towards a particular response.

Question 18

"Did you drive to college and buy your lunch there last week?" is most likely an example of a(n):

Accepted Answer

The question combines two separate inquiries - one about driving to college and another about purchasing lunch. This can be confusing for the person being asked and lead to an incomplete or inaccurate response.

Question 19

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 ___,and would suggest whether straight discounting or a gift incentive was the better strategy for increasing traffic.

Accepted Answer

The dependent variable is the variable being measured to determine the effectiveness of the different offers. In this case, the number of people who responded to each type of offer is the dependent variable. The other options are not relevant to the situation described.

Question 20

One of the reasons to choose using brain-imaging based neuromarketing tools over traditional focus groups is that:

Accepted Answer

Brain-imaging based neuromarketing tools can provide more accurate results as they measure subconscious responses that traditional focus groups cannot capture.

Quiz 8: Marketing Research: From Information to Action

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:

An experiment involves the manipulation of a(n) _________ variable.

A survey shows that 92.6 percent Canadians from Ontario have used toothpaste in the last twelve months and 87.2 percent of Canadians from the Western provinces have used toothpaste during the same period.This information was most likely gathered by using which type of question?

The type of question you are answering right now is an example of a(n) _____ question.

A test market for a new Kellogg's cereal is an example of a(n) :

"Have you been to a dentist within the past six months? Yes No?" is an example of which type of question?

"Do you smoke? Answer either Yes or No even if it is only on rare occasions that you do smoke" is an example of which type of question?

The question,"How many meals will you eat in restaurants in the next year?" is an example of a(n) :

What type of question is the following? Check your degree of agreement with the following statement: "Marketing is an interesting subject." ( ) Strongly Agree ( ) Agree ( ) Disagree ( ) Strongly Disagree

The type of question you are answering if you are asked to indicate on a seven-point scale anchored by 'highly unlikely' to 'highly likely' to the question "What is the likelihood that you will purchase a new laptop computer within the next 12 months?" is an example of a _____ question.

What kind of questions are the following? "Place an X in the space that describes your feelings about this test." Easy Difficult Fair Unfair

"Why do you attend university?" is an example of which type of question?

The following question that appears on a questionnaire,"Did you serve any healthy,nutritious meals last week?" is most likely an example of a(n) :

"Did you drive to college and buy your lunch there last week?" is most likely an example of a(n) :

One of the reasons to choose using brain-imaging based neuromarketing tools over traditional focus groups is that:

Quiz 8: Marketing Research: From Information to Action

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:

An experiment involves the manipulation of a(n) _________ variable.

A survey shows that 92.6 percent Canadians from Ontario have used toothpaste in the last twelve months and 87.2 percent of Canadians from the Western provinces have used toothpaste during the same period.This information was most likely gathered by using which type of question?

The type of question you are answering right now is an example of a(n) _____ question.

A test market for a new Kellogg's cereal is an example of a(n) :

"Have you been to a dentist within the past six months? __ Yes __ No?" is an example of which type of question?

"Do you smoke? Answer either Yes or No even if it is only on rare occasions that you do smoke" is an example of which type of question?

The question,"How many meals will you eat in restaurants in the next year?" is an example of a(n) :

What type of question is the following? Check your degree of agreement with the following statement: "Marketing is an interesting subject." ( ) Strongly Agree ( ) Agree ( ) Disagree ( ) Strongly Disagree

The type of question you are answering if you are asked to indicate on a seven-point scale anchored by 'highly unlikely' to 'highly likely' to the question "What is the likelihood that you will purchase a new laptop computer within the next 12 months?" is an example of a _____ question.

What kind of questions are the following? "Place an X in the space that describes your feelings about this test." Easy __ __ __ __ __ __ __ Difficult Fair __ __ __ __ __ __ __ Unfair

"Why do you attend university?" is an example of which type of question?

The following question that appears on a questionnaire,"Did you serve any healthy,nutritious meals last week?" is most likely an example of a(n) :

"Did you drive to college and buy your lunch there last week?" is most likely an example of a(n) :

One of the reasons to choose using brain-imaging based neuromarketing tools over traditional focus groups is that:

"Have you been to a dentist within the past six months? Yes No?" is an example of which type of question?

What kind of questions are the following? "Place an X in the space that describes your feelings about this test." Easy Difficult Fair Unfair