Question 1

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

Accepted Answer

The correct answer is E because the title of a film should capture the essence of the film, just as a brand name should capture the essence of the brand.

Question 2

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

Tracking studies often aim to predict immediate consumer behavior, such as whether a person will see a film during its opening weekend.

Question 3

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

Accepted Answer

The original titles of these movies might not have effectively communicated the essence or appeal of the films to their intended audiences, potentially leading to a lack of interest or understanding.

Question 4

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 5

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

This scenario describes the use of marketing research to gather data and insights about potential consumer behavior in regards to an upcoming film release.

Question 6

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 audience is asked to critique the title, plot, and characters, which suggests that the purpose of the survey is to gauge audience reception and make any necessary changes before release. While aspects such as directing, performances, and recalling specific details may be included in the survey, they are not the primary focus for reducing risk of losses. Comparing the final film with the original script may be interesting information, but it is not directly related to reducing risk of losses.

Question 7

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

Accepted Answer

Tracking studies, which involve surveying potential moviegoers to gauge their interest and likelihood of purchasing a ticket for the film, would be the best choice for forecasting opening weekend box office sales. This method takes into account consumer behavior and can provide a more accurate prediction than traditional methods such as demographic analysis or advanced promotions.

Question 8

All of the following are challenges marketers face when conducting marketing research EXCEPT:

Accepted Answer

The only challenge that is not related to consumer behavior or attitudes is whether they will accept a small gratuity for participating in a market research study. All of the other choices refer to the difficulty in predicting or obtaining accurate information from consumers.

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 necessary changes prior to final editing. This is the time when filmmakers get feedback from test audiences about the film's pacing, plot, and characters, and they use this feedback to make any necessary changes to the film before it's released to the public. While performances and director/producer work may be evaluated during this process, the primary focus is on the final product and how it can be improved. Product placement and comparing the final film to the original screenplay are not the primary purposes of a sneak preview.

Question 10

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

Given that Grape-Nuts has good brand recognition but is experiencing declining sales, it would be wise to conduct marketing research to identify gaps in the market that Grape-Nuts could fill. This would allow Post to address the underlying issues and develop a more effective marketing strategy rather than simply guessing at the problem and throwing money at advertising or promotions.

Question 11

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

Accepted Answer

By asking whether the test screening participants liked the ending, the marketing team can gauge the effectiveness of the film's conclusion and identify any necessary changes or clarifications that need to be made to improve the movie's overall appeal to the target audience.

Question 12

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 gauging audience interest and awareness in the movie, as well as their intent to see it. This information is valuable for studios and marketers to make strategic decisions such as adjusting marketing efforts or adjusting the number of theaters the movie is released in.

Question 13

According to Figure 8-A 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 the questions "Did you like the ending?" and "If not, how would you change it?", the marketing researchers can gain insights into the audience's opinions about the movie's ending. This information can be used to change or clarify the ending of the movie to make it more appealing to the target audience. Therefore, option B is the best choice. The other options do not relate to the purpose of asking these questions after a test screening of a movie.

Question 14

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 above is the definition of marketing research. It involves identifying a problem or opportunity, gathering and analyzing information, and making recommendations to address the issue at hand. Marketing research is a crucial component of any successful marketing strategy, as it helps companies better understand their customers, competitors, and market trends.

Question 15

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 actions for movies. They are not typically used to estimate market share, identify award nominees, create advance markets, or identify future story lines.

Question 16

Marketing research refers to

Accepted Answer

Marketing research involves the entire process of defining a marketing problem or opportunity, systematically collecting and analyzing information, and recommending actions. This definition encompasses the objectives of marketing research, as outlined by the American Marketing Association: to describe, diagnose, predict, and monitor marketing problems and opportunities. Marketing research is not limited to the use of information technology, subjective or empirical data, or observable human behavior.

Question 17

Consider Figure 8-A above.When conducting marketing research,marketers ask key questions before the test screening of a movie.For the question,"How old are you?",what would be the action and use of this question ("A")to marketers?

Accepted Answer

Marketers ask about age to identify if the respondent fits the target audience profile for the movie, ensuring the feedback is relevant to the intended demographic.

Question 18

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

Accepted Answer

This statement is the most accurate as it acknowledges the potential for respondent bias and the reluctance of individuals to disclose sensitive information. The other statements are incorrect or overly generalized.

Question 19

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 techniques used in market research to reduce uncertainty and improve marketing actions. In the movie industry, these techniques would be used to determine potential audience interest, identify areas for improvement in marketing campaigns, and track the success of a movie's release. They would not be used to identify nominees for industry awards or create an advance market for a movie's DVD release. While market research may inform future movie ventures, it is not its primary purpose.

Question 20

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

Accepted Answer