Question 1

Filmmakers want movie titles that use basically the same factors that make a good brand name; they must be concise, grab attention, __________, and have no legal restriction.

Accepted Answer

E

Question 2

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 survey is designed to critique the title, plot, and characters, among other elements. It is not focused on evaluating the quality of directing and producing or rating individual performances, nor is it specifically geared towards recalling specific details of the plot and dialogue or comparing the final film with the original script.

Question 3

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

Accepted Answer

Rather than making assumptions, the marketing manager should conduct marketing research to identify what areas of the market are not being satisfied by Grape-Nuts. This can help in adjusting the product to better meet the needs of the target market and improving sales. Option A may not work for all consumers as some may prefer the original flavor. Option B may increase brand awareness but may not necessarily address the declining sales. Option D may not be relevant since the declining sales could be due to other factors besides salespeople. Option E may not be feasible if there is no demand for the product.

Question 4

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

Accepted Answer

Tracking studies are typically used by movie studios to predict a film's opening box office revenues. By conducting pre-release surveys of potential moviegoers, the studio can gauge interest in the movie and make necessary marketing adjustments to maximize ticket sales.

Question 5

After qualifying by having seen at least six movies in the last year, members of tracking studies are asked three key questions: (1) Are you aware of the film? (2) Are you interested in seeing the film? and (3)

Accepted Answer

The third key question in tracking studies typically asks if the respondent plans to see the film during its opening weekend, as this helps gauge immediate interest and potential box office performance.

Question 6

Filmmakers want movie titles that use basically the same factors that make a good brand name; they must be __________, grab attention, have no legal restriction, and capture the essence of the film.

Accepted Answer

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

Question 7

A decision refers to

Accepted Answer

A decision involves making a conscious choice from among two or more alternatives.

Question 8

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

Accepted Answer

Both movies had original titles that were changed to better convey the message and attract the right audience. "Field of Dreams" was originally titled "Shoeless Joe," and "Million Dollar Baby" had a less impactful working title, which could have affected their marketability.

Question 9

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 specific changes that may need to be made prior to final editing and release, to increase the film's likelihood of success. This allows filmmakers to gather feedback from a test audience and make any necessary adjustments before the film is released to the general public. The other options (A, B, C, and D) are not necessarily the primary purpose of a sneak preview.

Question 10

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

These market research techniques are used to reduce uncertainty and improve marketing decisions for movies, such as estimating potential market share, identifying target audiences, and evaluating the effectiveness of marketing campaigns. These techniques do not necessarily have a direct impact on industry awards or identifying story lines for future movies. While creating an advance market for DVD releases may be a potential benefit, it is not the primary purpose of these research techniques.

Question 11

Decision making is the act of

Accepted Answer

Decision making involves consciously choosing from alternatives. Option A is the only choice that accurately describes the act of decision making. The other choices include conditions that may or may not be present during decision making, but they do not fully encompass the process of making a decision.

Question 12

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

Accepted Answer

This statement is most accurate because it acknowledges the potential for bias or reluctance among respondents when answering potentially embarrassing or sensitive questions during market research. This highlights the importance of careful question design and the need to consider potential biases when interpreting results. The other statements are either false (A, C, D) or overly optimistic (E) about the accuracy and reliability of market research.

Question 13

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

Accepted Answer

The use of tracking studies to gather information on prospective moviegoers is an example of marketing research, which involves the gathering and analysis of information related to a particular market or consumer group. The information gathered through tracking studies can be used by movie studios to make informed decisions about the release and marketing of upcoming films, with the aim of maximizing sales and profits.

Question 14

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

Accepted Answer

A conscious choice made from among two or more alternatives is referred to as a decision. In marketing, decision-making plays a critical role in identifying target customers and developing marketing strategies that appeal to them. A clear understanding of consumer decision-making processes can help marketers in designing marketing campaigns that persuade consumers to buy their products. Thus, knowing how to make effective decisions is a key skill for marketing professionals.

Question 15

Filmmakers want movie titles that use basically the same factors that make a good brand name; they must be concise, grab attention, capture the essence of the film, and __________.

Accepted Answer

Movie titles, like brand names, must have no legal restrictions to avoid copyright issues and ensure they can be used freely in marketing and distribution.

Question 16

FIGURE 8-1 
-According to Figure 8-1 above, when conducting marketing research, why would you ask the questions, "Did you like the ending?" and "If not how would you change it?" after the test screening of a movie?

Accepted Answer

By asking these questions, the researchers can gather feedback on whether the audience enjoyed the ending or not and what changes they would suggest. This information can then be used to make changes to the ending before the movie is released to the wider public.

Question 17

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 retailers had been replaced by Wal-Marts.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 true problem would be to use __________.

Accepted Answer

Marketing research is the process through which the problem can be identified, and the best solution can be suggested. It involves collecting and analyzing data related to consumer behavior and preferences, market trends, competition, and other relevant factors that affect the industry. By using marketing research, the Book Promoters Association of Canada can gain insights into the true cause of the problem and make informed decisions on how to rejuvenate the Canadian book publishing industry.

Question 18

The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions is referred to as __________.

Accepted Answer

The process described in the question is that of marketing research. It involves identifying a problem or opportunity, gathering and analyzing data, and making recommendations based on the findings. Enquiry, empirics, and data mining may be components of marketing research, but they do not fully capture the scope of the process. Marketing tactics refer to specific actions taken by a company to promote its products or services, which is a separate process from marketing research.

Question 19

Marketing research refers to

Accepted Answer

Marketing research involves defining a marketing problem and opportunity, systematically collecting and analyzing information, and then recommending actions based on that analysis. Option A only defines a part of the marketing research process, while option B is too narrow in its definition. Option D mentions subjective data, which is part of marketing research, but not the only aspect. Option E is not an accurate definition of marketing research. Therefore, option C is the best choice as it covers all aspects of marketing research.

Question 20

FIGURE 8-1 
-According to Figure 8-1 above, when conducting marketing research, why would you ask the question, "How old are you?" before the test screening of a movie?

Accepted Answer

Asking for the respondent's age helps to identify whether they fall within the target audience for the movie. This is important in ensuring that the sample being tested is representative of the actual target audience for the movie.

Quiz 8: Marketing Research: From Customer Insights to Actions