Question 1

Marketing researchers use tracking studies immediately before an upcoming film's release to

Accepted Answer

Tracking studies are used to forecast a movie's opening weekend box office revenues by surveying potential moviegoers to determine their awareness of the movie, level of interest, and likelihood to see it. This information can help predict the movie's financial success and inform marketing strategies.

Question 2

The first step of the marketing research approach is to __________.

Accepted Answer

The first step of the marketing research approach is to define the problem. This involves identifying what information is needed and what the objectives of the research are. Only by knowing what problem needs to be solved can the research plan be developed, relevant information collected, findings developed, and marketing actions taken.

Question 3

Which of the following would be best used to forecast the opening weekend box office sales for a new movie?

Accepted Answer

Tracking studies would be best used to forecast the opening weekend box office sales for a new movie. Tracking studies involve monitoring consumer attitudes and behaviors over time, specifically related to the movie. This can provide insight into potential ticket sales and box office performance. The other options listed may provide useful information, but tracking studies specifically focus on predicting box office performance.

Question 4

Filmmakers want movie titles that use the same factors that make a good brand name.They must __________.

Accepted Answer

The answer of Filmmakers want movie titles that use the...

Question 5

Grape-Nuts was one of the first cereals Post Cereal Company ever marketed.It scores well in brand awareness studies,but recently its sales have been steadily declining.Rather than assume the product was a "dog," the Grape-Nuts marketing manager decided Post should first

Accepted Answer

Rather than making assumptions about the product, the marketing manager decided to do marketing research to identify what needs were not being satisfied. This will provide insights on how to improve the product or adjust the marketing approach to appeal to the target audience better.

Question 6

When conducting marketing research,why would you ask the questions,"Did you like the ending?" after the test screening of a movie?

Accepted Answer

Asking the question "Did you like the ending?" after a test screening of a movie can help marketers determine if the ending of the movie was well received by the audience. This information can be used to change or clarify the ending of the movie to make it better and more appealing to potential customers.

Question 7

The primary purpose of a "sneak preview" of a film prior to its release is to

Accepted Answer

The primary purpose of a sneak preview of a film prior to its release is to identify necessary changes prior to final editing and release to increase the film's likelihood of success. This involves testing the film with a selected audience to gather feedback on areas such as pacing, plot, characters, and overall enjoyment. This feedback is then used by the filmmakers to make revisions before the final editing and release of the film.

Question 8

Filmmakers want movie titles that use the same factors that make a good brand name.Ideally,they should __________.

Accepted Answer

The answer of Filmmakers want movie titles that use the...

Question 9

Surveys,testing of marketing campaigns,sneak previews,and tracking studies are all examples of market research techniques.Collectively,they are used in the movie industry to

Accepted Answer

Surveys, testing of marketing campaigns, sneak previews, and tracking studies are all market research techniques that aim to reduce uncertainty and improve marketing decisions. In the movie industry, these techniques can be used to gauge audience interest, identify effective marketing strategies, and make informed decisions about release dates, distribution channels, and promotional activities. While market research may inform decisions about possible story lines and future movie ventures, this is not its primary purpose. Market research is also not used to identify nominees for industry awards such as the Oscars, and it may not necessarily create an advance market for a movie's DVD release. Ultimately, the goal of market research in the movie industry is to improve marketing decisions and increase the likelihood of a successful box office performance.

Question 10

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

Accepted Answer

People may not always be comfortable sharing potentially embarrassing information, even in a marketing research setting where they are being asked to provide honest feedback. This is a common challenge for market researchers, and they must find ways to navigate these sensitive topics in order to gather accurate data. The other answer choices are not accurate - marketing research is generally used to inform future decisions, not just collect historical data (A), there is no guarantee that marketing research will always lead to positive results (C), people are not equally knowledgeable about products they have used versus those they have only heard of (D), and there may not always be a perfect correlation between what people say they will do and what they actually do (E).

Question 11

Filmmakers want movie titles that use the same factors that make a good brand name.They must be __________.

Accepted Answer

The answer of Filmmakers want movie titles that use the...

Question 12

After qualifying by having seen at least six movies in the last year,members of tracking studies are asked three key questions,one of which is __________.

Accepted Answer

The answer of After qualifying by having seen at least...

Question 13

Concept tests of plots using surveys,testing of marketing campaigns,sneak previews,and tracking studies are all examples of market research techniques.Collectively,they are used in the movie industry to

Accepted Answer

Market research techniques in the movie industry are primarily used to reduce uncertainty and improve marketing decisions. These techniques are used to gather information about the potential market for a particular movie, identify target audiences, and test marketing campaigns to ensure they will be effective. They are not typically used to identify nominees for industry awards or create an advance market for DVD releases. While these techniques may provide insights into possible storylines and plots for future movie ventures, this is not their primary purpose.

Question 14

Field of Dreams and Million Dollar Baby are examples of successful movies that could have failed because

Accepted Answer

The answer of Field of Dreams and Million Dollar Baby...

Question 15

Members of the Book Promoters Association of Canada recently questioned what could be done to rejuvenate the Canadian book publishing industry.Some members claimed the problem was Canadian bookstores had been replaced by Walmarts.Others said the problem was with stodgy promotions.Still others said the problem was caused by too little money being budgeted to fund marketing programs.The best way to identify the problem would be to use __________.

Accepted Answer

Marketing research is the best way to identify the problem as it involves systematically gathering, recording, and analyzing data about issues related to marketing products and services, which can help pinpoint the specific challenges facing the Canadian book publishing industry.

Question 16

Movie studios use tracking studies in which prospective moviegoers are asked questions about an upcoming film release to help them forecast sales.This is an example of

Accepted Answer

The described activity of asking prospective moviegoers questions about an upcoming film release is an example of marketing research. This type of research is used to gather information about target markets and make informed decisions about product development and marketing strategies.

Question 17

In marketing,a conscious choice made from among two or more alternatives is referred to as

Accepted Answer

The term that best fits the description in the given question is "decision". A decision is a conscious and deliberate choice made from among two or more alternatives. Therefore, the best choice among the given options is E, "a decision".

Question 18

Movie studios use market research to reduce their risk of losses by hiring firms like the National Research Group to conduct test screenings and tracking studies.Often,300 to 400 prospective moviegoers are recruited to attend a "sneak preview" of a film before its release.After viewing the movie,the audience fills out an exhaustive survey to

Accepted Answer

The article states that the audience fills out an "exhaustive survey" after viewing the movie. The survey is likely to be comprehensive and cover various aspects of the movie such as the title, plot, and characters. While the other options could be included in the survey, the article does not specifically mention them as part of the research conducted by firms like the National Research Group.

Question 19

Decision making is the act of

Accepted Answer

Decision making involves consciously choosing from among alternatives, weighing the pros and cons, and making a choice based on personal preferences, values, and goals. This process involves a higher level of conscious awareness and critical thinking, which is not present in other options such as choosing an action that doesn't involve risk or subjectively selecting from a subset of positive alternatives. Objective decision making based solely on financial soundness is also rarely the best option, as there may be other factors at play beyond monetary considerations.

Question 20

A decision refers to

Accepted Answer

A decision is a conscious choice from among two or more alternatives. While the other answer choices touch on aspects of decision-making, C most accurately captures the essence of what a decision is.

Quiz 7: Marketing Research: From Customer Insights to Actions

Marketing researchers use tracking studies immediately before an upcoming film's release to

The first step of the marketing research approach is to __________.

Which of the following would be best used to forecast the opening weekend box office sales for a new movie?

Filmmakers want movie titles that use the same factors that make a good brand name.They must __________.

Grape-Nuts was one of the first cereals Post Cereal Company ever marketed.It scores well in brand awareness studies,but recently its sales have been steadily declining.Rather than assume the product was a "dog," the Grape-Nuts marketing manager decided Post should first

When conducting marketing research,why would you ask the questions,"Did you like the ending?" after the test screening of a movie?

The primary purpose of a "sneak preview" of a film prior to its release is to

Filmmakers want movie titles that use the same factors that make a good brand name.Ideally,they should __________.

Surveys,testing of marketing campaigns,sneak previews,and tracking studies are all examples of market research techniques.Collectively,they are used in the movie industry to

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

Filmmakers want movie titles that use the same factors that make a good brand name.They must be __________.

After qualifying by having seen at least six movies in the last year,members of tracking studies are asked three key questions,one of which is __________.

Concept tests of plots using surveys,testing of marketing campaigns,sneak previews,and tracking studies are all examples of market research techniques.Collectively,they are used in the movie industry to

Field of Dreams and Million Dollar Baby are examples of successful movies that could have failed because

Movie studios use tracking studies in which prospective moviegoers are asked questions about an upcoming film release to help them forecast sales.This is an example of

In marketing,a conscious choice made from among two or more alternatives is referred to as

Decision making is the act of

A decision refers to