Question 1

FIGURE 8-3 
-According to Figure 8-3 above, that shows the five-step marketing research approach, "implement marketing actions" would be found in cell

Accepted Answer

"Implement marketing actions" is the final step in the five-step marketing research approach and is located in cell E in Figure 8-3.

Question 2

After defining the problem, the next step in the marketing research process is to

Accepted Answer

Once the problem has been defined, the next step in the marketing research process is to develop a research plan. This plan outlines the details of how the research will be conducted, including the research design, data collection methods, and sampling plan. Developing a research plan is a crucial step to ensure that the research is conducted effectively and efficiently.

Question 3

In a decision, the restrictions placed on potential solutions to a problem are referred to as

Accepted Answer

Constraints are limitations or restrictions that must be considered when finding a solution to a problem. These limitations can include time, budget, resources, or external factors. By identifying and acknowledging constraints, decision-makers can develop viable solutions that take into account these limitations. Risks and inhibitors are potential negative factors that may be associated with a decision, while binding factors and dependent variables are more technical terms that may not necessarily apply to a problem-solving process.

Question 4

Which of the following statements represents a possible measure of success in the "define the problem" stage of the marketing research process?

Accepted Answer

The statement "If observations show that children like Toy A more than Toy B in terms of hours spent playing with it, then we will move ahead with making Toy A" represents a possible measure of success in the "define the problem" stage because it outlines a clear objective for the research and specifies a criterion for making a decision based on the research findings. The other statements are either focused on resources or methods rather than defining the problem or are not specific enough in terms of defining a clear objective and decision criterion.

Question 5

In the world of marketing, __________ are ideas about products or services.

Accepted Answer

Concepts refer to the abstract ideas or general notions that are associated with products or services in marketing. These concepts help in developing marketing strategies, targeting specific customers, and promoting the product or service in the market.

Question 6

FIGURE 8-3 
-According to Figure 8-3 above, that shows the five-step marketing research approach, "analyze the data" would be found in cell

Accepted Answer

In the five-step marketing research approach, "analyze the data" is typically the fourth step, which would correspond to cell D.

Question 7

In the world of marketing, two key elements in deciding how to collect the data are __________ and __________.

Accepted Answer

In order to make informed decisions about data collection in marketing, it is essential to consider both the conceptual framework (such as the research question or objectives) and the methods available for data collection (such as surveys, focus groups, or observational research). Therefore, the most appropriate answer is B, which includes both elements.

Question 8

In marketing, the term sampling refers to

Accepted Answer

The answer of In marketing, the term sampling refers to
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Question 9

Prior to its production, Fisher-Price managers developed a(n) __________ for the Chatter Telephone that involved adding a noisemaker, wheels, and eyes to the basic telephone.

Accepted Answer

The term that best fits the given context is "new-product concept," which refers to a detailed description of the product idea in terms of customer needs, the product form, features, benefits, and uses. The other options are unlikely to fit the description of what the Fisher-Price managers did for the Chatter Telephone.

Question 10

Specifying constraints, identifying data needed for marketing actions, and determining how to collect data, would take place during which stage in the five-step marketing research approach?

Accepted Answer

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

Question 11

The method of __________ involves drawing conclusions about a population from a sample taken from that population.

Accepted Answer

Statistical inference involves using a sample to make inferences about a larger population. Nonprobability and probability sampling refer to the methods used to select a sample from a population. Extrapolation refers to extending or projecting trends beyond the observed range of data. Criteria sampling involves selecting participants based on predetermined criteria or characteristics.

Question 12

The Journal of Marketing Research and the Journal of Marketing provide

Accepted Answer

The Journal of Marketing Research and the Journal of Marketing are both scholarly academic journals that focus on publishing articles related to research methods and techniques used in marketing, as well as research findings related to marketing problems. They do not provide up-to-date tables for consumer sales or marketing expenditures based on consumer demographics, and they are not resources for job postings.

Question 13

The process of selecting representative elements from a population is referred to as

Accepted Answer

The process of selecting representative elements from a population is referred to as sampling. Sampling involves selecting a subset of the population and using statistical techniques to make inferences about the larger population.

Question 14

One test of whether marketing research should be done is

Accepted Answer

Marketing research should be done if the different outcomes will lead to different marketing actions. This indicates that the research will provide valuable insights that can inform decision-making and lead to more effective marketing strategies. The other options do not necessarily indicate the need for marketing research.

Question 15

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 have a prediction of how successful its sales efforts will be.The marketing research firm conducting the research study has six months to gather, analyze its data, and present them to DirectProtect.The required time frame is an example of a(n)

Accepted Answer

The required time frame is a constraint as it limits the amount of time the marketing research firm has to conduct the research and gather data.

Question 16

What are two common constraints in marketing problem solving?

Accepted Answer

Time and budget constraints are commonly encountered in marketing problem solving. Companies often need to make decisions quickly and within a limited budget, which can restrict the available options for solving a marketing problem. Other constraints may also exist, such as legal regulations or limitations in technology, but time and budget are two of the most common. The other answer choices may be constraints in some marketing situations, but they are not as universally encountered as time and budget constraints.

Question 17

Penningtons Superstore specializes in plus-size fashions for women.It thought it recognized a 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.It told the research company it needed to have the results of its study by September so it could introduce the line in the following March, if the market was viable.The major constraints for the marketing firm in this scenario would be __________.

Accepted Answer

The major constraint for the marketing firm in this scenario is meeting the time deadline of having the results of the study by September in order to introduce the line in March.

Question 18

Constraints refer to

Accepted Answer

Constraints refer to the restrictions placed on potential solutions to a problem during decision making. These can include factors such as budgetary, time, and resource limitations. Thus, option A is the best choice. Option B refers to the number of alternatives available, while option C talks about external factors affecting individuals who can work on the solution. Option D talks about internal factors affecting the selection of an alternative, and option E refers to internal factors determining who selects the best solution.

Question 19

A picture or verbal description of a product or service a firm might offer for sale is referred to as a(n)

Accepted Answer

A new-product concept is a picture or verbal description of a product or service that a firm might offer for sale. It helps the firm to identify whether the proposal meets the needs of the customer and is consistent with the organization's objectives. The other options (hypothesis, proposition, alternative, and opportunity) do not specifically refer to a product or service offered for sale.

Question 20

The approaches that can be used to collect data to solve all or part of a marketing research problem are referred to as

Accepted Answer

The approaches used to collect data for marketing research are commonly referred to as methods. Proposals refer to documents outlining a plan of action, strategies refer to overarching plans for achieving objectives, tactics refer to specific actions taken to achieve a goal, and analyses refer to the process of examining data to extract insights or draw conclusions. Therefore, the best choice is E, methods.

Quiz 8: Marketing Research: From Customer Insights to Actions

FIGURE 8-3 -According to Figure 8-3 above, that shows the five-step marketing research approach, "implement marketing actions" would be found in cell