190) What kind of question is the following? “Place an ‘X’ in the space that describes your view
of this test.” Easy __ __ __ __ __ Difficult
A) Likert scale
B) semantic differential scale
C) dichotomous question
D) open-ended question
E) sensitivity analysis question
191) Consider Figure 8-4, Question 5 above, which was part of a Wendy’s survey that assessed
fast-food restaurant preferences among present and prospective consumers. Question 5 illustrates
which type of question format?
A) dichotomous
B) open-ended
C) Likert scale
D) semantic differential scale
E) attitudinal
192) A(n) ________ scale is one in which the respondent indicates the extent to which he or she
agrees or disagrees with a statement.
A) Likert
B) attitudinal
C) dichotomous
D) open-ended
E) semantic differential
193) What type of scale is the following? Indicate your degree of agreement with the following
statement: “Marketing is an interesting subject” by checking one of the responses. () Strongly
Agree () Agree () Disagree () Strongly Disagree
A) semantic differential scale
B) dichotomous question
C) open-ended question
D) Likert scale
E) attitudinal question
194) Consider Figure 8-4, Question 6 above, which was part of a Wendy’s survey that assessed
fast-food restaurant preferences among present and prospective consumers. Question 6 illustrates
which type of question format?
A) dichotomous
B) open-ended
C) Likert
D) attitudinal
E) semantic differential
195) Consider Figure 8-4, Question 9 above, which was part of a Wendy’s survey that assessed
fast-food restaurant preferences among present and prospective consumers. Which of the
following statements most likely explains why Question 9 was included in the questionnaire?
A) Wendy’s wanted to know if children eat at its restaurants.
B) Wendy’s wanted to know why people have children under age 18 living at home.
C) Wendy’s can use these personal and household demographic characteristics to segment the
fast-food market.
D) Wendy’s wants to know how much people earn so it knows whether it should take credit cards
for purchases.
E) Wendy’s wanted to send these respondents coupons for the products that would appeal to
them most.
196) “Do you eat at fast-food restaurants regularly? Yes or No” is worded poorly because the
word “regularly” makes it ________ question.
A) an unanswerable
B) an ambiguous
C) two questions in one
D) a leading
E) a nonmutually exclusive
197) Mall intercept interviews refer to
A) impersonal data collection methods in strip shopping malls.
B) telephone interviews with consumers about their shopping center habits.
C) scientifically selected individuals from the local community who agree to participate in a
research study and are directed to meet at a specific shopping center for the interviews.
D) focus groups located in major shopping centers.
E) personal interviews of consumers visiting shopping centers.
198) A disadvantage of the mall intercept interview method is
A) the difficulty in finding qualified interviewers to work at relatively low salaries.
B) the lack of reliability due to changes in customer traffic during holidays.
C) the ill will it creates with shoppers who are in a hurry or looking for a relaxing mall
experience.
D) the people selected may not be representative of the target market.
E) the people only participate to receive something in return, so their answers are often biased.
199) Frito-Lay substituted ________ for its usual focus groups to allow consumers to weigh in
on which new flavors of Lay’s potato chips would be introduced.
A) telephone interviews
B) Facebook
C) a panel
D) virtual focus groups
E) experiments
200) Carma Laboratories, Inc., the maker of Carmex lip balm, used ________ to conduct
marketing research to understand the nature of online conversations about lip balm.
A) ethnographic research
B) depth interviews
C) focus groups
D) social media
E) telephone surveys
201) In evaluating whether its Facebook and Twitter social media programs are working well,
Carmex considered using various marketing metrics. One metric it chose was ________, which
provides the percentages of Internet Carmex mentions that are positive, neutral, or negative.
A) Carmex Twitter followers
B) Carmex conversation velocity
C) Carmex sentiment
D) Carmex Facebook likers (or Fans or likes)
E) Carmex share of voice
202) In evaluating whether its Facebook and Twitter social media programs are working well,
Carmex considered using various marketing metrics. One metric it chose was ________, which
quantifies the number of Carmex mentions on the Internet as a percentage of all mentions of
major lip balm brands.
A) Carmex sentiment
B) Carmex Twitter followers
C) Carmex conversation velocity
D) Carmex Facebook likes
E) Carmex share of voice
203) A ________ is a sample of consumers or stores from which researchers take a series of
measurements.
A) representative group
B) jury of executive opinion
C) panel
D) survey of experts
E) focus group
204) An advantage of using a panel of consumers for marketing research is
A) the discussion leader can help change negative panel responses into positive ones.
B) the company can find out if consumers change their purchasing behavior over time.
C) panel members often help each other by bringing up ideas for discussion that others didn’t
initially think of but that were important to them.
D) there will usually be one panel member who dominates the discussion and helps keep the
conversation focused.
E) panel members are highly defined demographically, so it is relatively simple to replace an
individual member without losing continuity.
205) A disadvantage of a ________ is that the marketing research firm needs to recruit new
members continually to replace those who drop out.
A) representative group
B) mall intercept interviews
C) focus group
D) survey of experts
E) panel
206) Data obtained by manipulating factors under tightly controlled conditions to test cause and
effect is an example of
A) questionnaire data.
B) virtual modeling.
C) an experiment.
D) a panel.
E) nonprobability sampling.
207) As marketing vice president of Health Care Services, Inc., you must test the hypothesis that
increasing the number of salespeople assigned to a territory will increase sales of health care
services in the territory. Which experiment will do this best?
A) Create an incentive program for your salesforce based upon individual performance. Use
increases in customer satisfaction as your dependent variable and increases in sales performance
as your independent variable.
B) Select three degrees of service health care (poor, good, average) as your independent variable
and measure customer responses for each grade using the same number of sales representatives
in each territory as your dependent variable.
C) Create an incentive program for your salesforce based upon individual performance. Use
increases in customer satisfaction as your independent variable and increases in sales
performance as your dependent variable.
D) Use a different number of salespeople in three different sales territories as your independent
variable and changes in sales of health care services as the dependent variable.
E) Create an incentive program for your salesforce based upon team performance. Use increases
in customer satisfaction as your independent variable and increases in sales performance for the
team as your dependent variable.
208) In marketing experiments, the independent variable is the ________ and the dependent
variable is the
A) element that never changes; element that always changes.
B) result; factor beyond the experimenter’s control.
C) result of an action; cause of an action.
D) cause of an action; result of an action.
E) element that always changes; element that never changes.
209) GI Designs, a copper furniture manufacturer, increased the price on its copper tabletops by
20 percent for three months to see what the effect would be on its sales. The price increase is the
________ in this three-month experiment.
A) control
B) dependent variable
C) independent variable
D) constraint
E) hypothesis
210) When Procter & Gamble acquired the Old Spice brand, it decided to reposition the brand by
using a different advertising message to see whether its sales would increase. The advertising
message is the ________ in this marketing experiment.
A) dependent variable
B) extraneous variable
C) constraint
D) independent variable
E) error variable
211) When conducting marketing experiments, the independent variable often involves
marketing mix elements such as product features or coupons, while dependent variables often
include
A) elements of the environmental forces that cannot be controlled.
B) changes in channels of distribution or pricing.
C) elements of the marketing mix that cannot be manipulated.
D) the primary experimental hypothesis.
E) changes in purchases such as dollar or unit sales of individuals or organizations.
212) GI Designs, a copper furniture manufacturer, increased the price on its copper tabletops by
20 percent for three months to see what the effect would be on its sales. The change in sales is
the ________ in this three-month experiment.
A) constraint
B) dependent variable
C) decision task
D) control
E) independent variable
213) A market researcher showed a plain print ad of a new brand of designer jeans to several
groups of college students and asked the students to rate the quality of the jeans. Then the
researcher showed some other college students a print ad featuring movie star Scarlett Johansson
wearing the new brand and again asked the students to rate the quality of the jeans. The marketer
predicted that after viewing the ad featuring Johansson, the students’ ratings of the jeans would
be more positive than the other ones. In this experiment, students’ ratings of the new blue jeans
served as the
A) dependent variable.
B) independent variable.
C) social environmental force.
D) secondary data.
E) constraint.
214) When Procter & Gamble acquired the Old Spice brand, it decided to reposition the brand by
using different television and print advertising to see whether sales would increase. The level of
sales is the ________ in this experiment.
A) dependent variable
B) independent variable
C) hypothesis
D) extraneous variable
E) error variable
215) Eppie’s Used Cars wanted to test whether straight price discounting worked better than a
free gift. It ran two different commercials on alternate Wednesdays. The first offered 10 percent
off the Kelley Blue Book price for any four-wheel-drive vehicle on the lot while the second
offered a free tent with the purchase of any four-wheel-drive vehicle at the Kelley Blue Book
price. The type of offer was the ________ variable. The number of people that responded to each
type was the ________ variable, which would suggest the best strategy for increasing traffic.
A) marketing; dependent
B) dependent; independent
C) control; independent
D) independent; dependent
E) dependent; control
216) In marketing experiments, the independent variables of interest, sometimes called the
marketing ________, are often one or more of the marketing mix elements.
A) factors
B) drivers
C) forces
D) actions
E) causalities
217) Experiments often use marketing drivers from which of the four Ps?
A) product, price, and place
B) product, promotion, and people
C) product features only
D) product features, performance, and price
E) product’s features, price, and promotion
218) Offering a product for sale in a small geographic area to help evaluate potential market
actions is called a(n)
A) micro market.
B) test market.
C) experimental market.
D) simulated market.
E) trial market.
219) McDonald’s tested its delivery service in three Florida cities to assess consumer interest
before deciding to expand to 20,000 of its restaurants. Which type of experiment was conducted
here?
A) micro market
B) trial market
C) experimental market
D) simulated market
E) test market
220) A potential difficulty with experiments such as test markets is that outside factors, such as
the actions of competitors, can distort the results by affecting ________, such as sales.
A) independent variables
B) marketing drivers
C) dependent variables
D) causality variables
E) probability variables