Question 1

Which of the following statements concerning personal observation is most accurate?

Accepted Answer

Personal observation is useful and flexible, but it can be costly and unreliable due to subjective interpretations by different researchers.

Question 2

A specialized observational approach in which trained observers seek to discover subtle behavioral and emotional reactions as consumers encounter product in their "natural use environment," is referred to as __________ research.

Accepted Answer

Ethnographic research involves observing people in their natural environment and seeks to understand their behavior and reactions. This approach is particularly useful in discovering the subtle behavioral and emotional reactions of consumers as they encounter products in their natural use environment. Cultural, genealogical, sociological, and physiological research may also be useful for certain research objectives, but they are not specifically designed to capture natural consumer behavior in the same way as ethnographic research.

Question 3

FIGURE 8-7 
-Figure 8-7 above is an example of a National TV rating, such as those of Nielsen Media Research.This figure is an example of mechanical observational data collected by a(n)"__________."

Accepted Answer

The figure is an example of data collected by a people meter, which is a device used by Nielsen Media Research to measure TV ratings. People meters are considered mechanical observational data collection methods as they automatically gather data without requiring direct human input.

Question 4

Nielsen Media Research collects national TV ratings by using a "people meter." This box is attached to TV sets, VCRs, cable boxes, and satellite dishes in over 9,000 homes across the country.It has a remote that operates the meter when a viewer begins and finishes watching a TV program and transmits the viewing information to Nielsen Media Research.Nielsen Media Research is collecting __________.

Accepted Answer

Nielsen Media Research is collecting observational data as they are observing and recording the viewing habits of individuals through the people meter.

Question 5

People posing as customers, who are paid to check on the quality and pricing of a company's products and services and write a detailed report on the experience, are referred to as __________.

Accepted Answer

The term used for people who are paid to pose as customers and evaluate the quality and pricing of a company's products and services is "mystery shoppers." Options A, C, D, and E are not commonly used terms for this practice.

Question 6

FIGURE 8-7 
-According to Figure 8-7 above, if a firm wanted to buy commercial time, which of the following statements would be most accurate?

Accepted Answer

The answer of FIGURE 8-7 
-According to Figure 8-7 above,...

Question 7

Outdoor sign makers are trying hard to stay relevant as the era of targeted mobile advertising approaches, and their latest move is to add scent.In Morresville, NC, a billboard has been erected that, for parts of the day, emits the smell of grilling steak.The scent component of the sign operates during prime commute times.It was designed by ScentAir, whose spokesperson described the aroma as, "a blend of black pepper and kind of a charcoal grilling smell....It smells like grilled meat with a nice pepper run on it." This is an example of

Accepted Answer

This is an example of neuromarketing, as the billboard is utilizing sensory marketing by adding scent to attract and engage consumers.

Question 8

The purpose of Nielsen's A2/M2 initiative is to

Accepted Answer

The purpose of Nielsen's A2/M2 initiative is to expand its scope to include measuring all types of TV viewing behavior from a variety of sources, including traditional TV, digital streaming, and mobile devices. This allows Nielsen to provide a comprehensive measurement of TV audience behavior and offer insights into how to improve TV programming and advertising effectiveness. Hence, option C is the correct answer. Option A is incorrect because it only focuses on online college courses, which is not the objective of the A2/M2 initiative. Likewise, option B is incorrect because it only includes satellite radio programming, which again is not the objective. Option D is incorrect because expanding its business to a global market is not the focus of the A2/M2 initiative. Lastly, option E is incorrect because gaining access to every American home is not the purpose of the A2/M2 initiative but rather, expanding its measurement scope.

Question 9

Fisher Price watches young children play with their toys to determine if and how various toys should be changed or improved.Fisher Price is collecting __________ data.

Accepted Answer

Fisher Price is observing the children play with their toys, making it observational data.

Question 10

A new field of marketing that studies the brain and its response to marketing stimuli is referred to as

Accepted Answer

The field of marketing that studies the brain and its response to marketing stimuli is known as neuromarketing. Neuromarketing uses technology such as EEGs and fMRIs to measure brain activity and provide insights on consumer behavior and decision-making.

Question 11

Questionnaire data refers to

Accepted Answer

Questionnaire data is obtained through asking people about their attitudes, awareness, intentions, and behaviors. This information is collected through surveys or questionnaires and is then analyzed to gain insights into consumer behavior and preferences. It can include both demographic and psychographic data.

Question 12

Which of the following statements concerning ethnographic research is most accurate?

Accepted Answer

Ethnographic research uses trained observers to study consumers in their natural use environment. This approach typically involves immersing researchers in the culture they are studying to gain a deeper understanding of consumer behavior and decision-making processes. Other approach such as physiological responses and the use of videotapes may be used in combination with ethnographic research, but are not indicative of the method itself.

Question 13

The facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors are referred to as

Accepted Answer

The facts and figures obtained by asking people through surveys and questionnaires about their attitudes, awareness, intentions, and behaviors are referred to as questionnaire data. Extrapolated data is an estimation beyond available data, hypotheses data refers to data collected through testing a hypothesis, observational data is collected through observation, and statistical inference involves using statistical methods to make predictions about a population.

Question 14

Mystery shoppers are people

Accepted Answer

Mystery shoppers are individuals who are hired by companies to act as regular customers and evaluate the quality of the products or services offered. They are paid to provide a detailed report on their experience to the company, which can be used to improve customer service and identify any areas that need improvement. Mystery shopping is a commonly used tool to evaluate customer satisfaction and is considered to be a form of market research.

Question 15

FIGURE 8-8 
-What marketing metric determines whether a TV program like American Idol (shown in Figure 8-8 above) remains on the Fox broadcast TV network?

Accepted Answer

The answer of FIGURE 8-8 
-What marketing metric determines whether...

Question 16

Shelly, the manager of a large grocery store, was concerned.She had received complaints from several customers who said they had been treated rudely by clerks at the store.In order to determine whether or not her clerks were indeed rude, Shelly hired a team of marketing researchers.The researchers posed as customers shopping in the store, but were actually taking notes and recording the actions of the store clerks.Later, Shelly reviewed those notes.The research notes Shelly reviewed were a form of __________ data.

Accepted Answer

The data collected by the marketing researchers, in the form of notes and recordings of the actions of the store clerks, is observational data. This is because the researchers observed the behavior of the clerks, rather than collecting data from pre-existing sources (such as surveys, official records, or databases).

Question 17

Nielsen Media Research use mechanical observational data collected by a "people meter." By 2011, Nielsen will implement a new measurement program dubbed the

Accepted Answer

The correct name of the new measurement program is the Anytime Anywhere Media Measurement (A2/M2) Initiative, which is option A. The other choices are incorrect as they do not match the correct name of the program.

Question 18

National TV ratings, such as those of Nielsen Media Research is an example of __________ data collected by a "people meter."

Accepted Answer

National TV ratings collected by a "people meter" is an example of mechanical observational data because the tool itself records the data automatically without requiring any active participation from individuals involved in the study.

Question 19

FIGURE 8-6 
-In Figure 8-6 above, a researcher watches a young child play with his toys.This is an example of

Accepted Answer

The researcher is observing the child's behavior to collect observational data for future marketing actions, making option C the most suitable answer. Option A and B mention altering or improving a consumer's behavior, which does not seem to be the case here. Option D mentions collecting psychographic information which is not evident in the given scenario. Option E mentions personal interviews, which is not relevant to the given situation.

Question 20

FIGURE 8-7 
-As shown in Figure 8-7 above, advertisers use the Nielsen Television Ranking Index Report to identify the ratings of the top TV programs so they can make informed advertising media purchase decisions.Which TV program would you expect to pay more for?

Accepted Answer

Based on the Nielsen Television Ranking Index Report, American Idol - Wednesday has the highest rating among the listed TV programs, indicating that it has more viewers. As a result, advertisers should expect to pay more for advertising during that program because more people will see their ads.

Quiz 8: Marketing Research: From Customer Insights to Actions