221) A test market for a new Kellogg’s cereal is an example of
A) hypothesis generation.
B) an experiment.
C) secondary data.
D) virtual modeling.
E) probability sampling.
222) ________ includes all of the computing resources that collect, store, and analyze data
collected from a variety of sources.
A) Data mining
B) Environmental scanning
C) Computerization
D) E-marketing
E) Information technology
223) Information technology refers to
A) any information derived from a nonpersonal source.
B) all of the computing resources that collect, store, and analyze data.
C) any hardware used in collecting information to be used in market research such as scanners,
telephones, voting machines, etc.
D) any activity that uses some form of electronic communication in the inventory, exchange,
advertisement, distribution, and payment of goods and services.
E) the inventions or innovations from applied science or engineering research.
224) Figure 8-5 above shows how marketing researchers and managers use information
technology to turn information into marketing actions. What does A represent?
A) external data sources
B) results
C) data warehouse
D) internal data sources
E) buying queries
225) Figure 8-5 above shows how marketing researchers and managers use information
technology to turn information into marketing actions. What does B represent?
A) external data sources
B) results
C) data warehouse
D) internal data sources
E) buying queries
226) Figure 8-5 above shows how marketing researchers and managers use information
technology to turn information into marketing actions. What does C represent?
A) external data sources
B) results
C) data warehouse
D) internal data sources
E) buying queries
227) Figure 8-5 above shows how marketing researchers and managers use information
technology to turn information into marketing actions. What does D represent?
A) external data sources
B) results
C) data warehouse
D) internal data sources
E) buying queries
228) Figure 8-5 above shows how marketing researchers and managers use information
technology to turn information into marketing actions. What does E represent?
A) external data sources
B) results
C) data warehouse
D) internal data sources
E) buying queries
229) ________ is a vague term generally used to describe large amounts of data collected from a
variety of sources and analyzed with an increasingly sophisticated set of technologies.
A) Big data
B) Data visualization
C) Data intelligence
D) Data mining
E) Data tabulation
230) The challenge facing today’s marketing researchers and data scientists is not data collection
or even storage but how to
A) leverage external data sources.
B) effectively leverage results without excessive data generation.
C) avoid the use of data warehouses.
D) efficiently transform the huge amount of data into useful information.
E) match buying queries to relevant outputs.
231) Marketing researchers must use the combination of data, technology, and analytics to
convert the data into useful information that will answer marketing questions and lead to
effective marketing actions. An organization that accomplishes this successfully is often referred
to as a(n)
A) external data source specialist.
B) results-oriented enterprise.
C) intelligent enterprise.
D) internal data source user.
E) information entrepreneur.
232) When accessing a database, marketers can use sensitivity analysis to ask ________ to
determine how hypothetical changes in product or brand drivers can affect sales.
A) “what if” questions
B) results-oriented questions
C) data warehouse questions
D) internal data questions
E) buying behavior questions
233) A collection of databases, or ________, is where a firm’s marketing data are stored.
A) data vault
B) data depot
C) data warehouse
D) data storehouse
E) data repository
234) When a marketing manager is asking “what if” questions to determine how hypothetical
changes in product or brand drivers can affect sales, she is performing ________ analysis.
A) a marketing
B) an environmental
C) a structured
D) a query
E) a sensitivity
235) Red Carpet Baby!, a children’s accessory and toy store, is considering expanding the size of
the store. The manager queries its marketing database to understand how a change in square
footage might impact sales. She is performing a(n)
A) marketing action analysis.
B) environmental scan.
C) situational analysis.
D) sensitivity analysis.
E) problem search.
236) If a marketing manager queries his marketing databases to determine the effect of three
different levels of price for a new product, he is using
A) action analysis.
B) an environmental scan.
C) a problem search.
D) situational analysis.
E) sensitivity analysis.
237) A(n) ________ is a method of presenting and analyzing data involving two or more
variables to discover relationships in the data.
A) cross tabulation
B) environmental scan
C) absolute value
D) extraction of predictive information
E) experiment
238) A collection of databases that store, organize, and manage data from internal and external
sources is called a data
A) vault.
B) depot.
C) collective.
D) warehouse.
E) carousel.
239) Large databases are subject to ________ platforms which undertake reasoning and common
sense tasks to allow computers to “behave” intelligently.
A) cloud
B) data visualization
C) corrective
D) artificial intelligence
E) carousel
240) A new field of marketing research that focuses on the presentation of analysis results is
known as
A) cloud computing.
B) data visualization.
C) business intelligence.
D) artificial intelligence.
E) data analytics.
241) The extraction of hidden predictive information from large databases to find statistical links
between consumer purchasing patterns and marketing actions is referred to as
A) predictive analysis.
B) information extraction.
C) variable analysis.
D) database management.
E) data mining.
242) Data mining refers to
A) any form of electronically-generated market research.
B) the extraction of hidden predictive information from large databases to find statistical links
between consumer purchasing patterns and marketing actions.
C) a branch of marketing specializing in obtaining both objective and subjective data to be used
by other companies or organizations.
D) obtaining information about a competitor and its products for use by one’s own firm.
E) the use of information derived solely from unsolicited sources such as customer complaints or
complements.
243) While querying the company’s databases, marketing researchers for a convenience store
chain discovered that when consumers bought a sandwich, many also purchased toothpaste.
Researchers used ________ to uncover the statistical link between the two product categories.
A) linear trend extrapolation
B) heuristic modeling
C) data mining
D) descriptive research
E) business intelligence
244) All of the following are true about data mining except which?
A) Because some of the information found on the Internet is factually incorrect, consumer
profiles contain errors.
B) Personal, private data on most Americans is available on the Internet.
C) It is easy for others to find out your personal information through both online and offline
sources.
D) Businesses are required to inform consumers when they obtain their personal data.
E) Many firms obtain consumer data by placing cookies on a person’s computer or use tracking
apps on a user’s mobile phone.
245) Even though primary data can be especially valuable to an individual firm, secondary data
are often used because
A) secondary data are much more up-to-date and tailored to a specific firm or industry.
B) secondary data, although far more expensive, are also much more reliable.
C) primary data are usually more costly and time-consuming to collect.
D) primary data can be accessed by virtually anyone so the information generated loses much of
its value.
E) primary data are less fact and figure based; they are more subjective and therefore more
vulnerable to misinterpretation.
246) A method of presenting and analyzing data involving two or more variables to discover
relationships in the data is referred to as
A) data mining.
B) statistical inference.
C) a cross tabulation.
D) sampling.
E) an experiment.
247) A cross tabulation refers to
A) the selection of a group of people, asking them questions, and treating their answers as typical
of all those in whom they represent.
B) a method of presenting and analyzing data involving two or more variables to discover
relationships in the data.
C) the extraction of hidden predictive information from large databases to find statistical links
between consumer purchasing patterns and marketing actions.
D) “what if” questions that determine how hypothetical changes in marketing mix drivers
influence the buying decisions of a household.
E) the operation of computer networks that can store and process data.
248) Consider Figure 8-6A above. Suppose you are an owner of a local Wendy’s restaurant near
a large urban college or university. You hired a marketing research firm to conduct a survey
among a sample of respondents in your area to find out their patronage of fast-food restaurants.
Four weeks after the firm conducted the survey, it presented the following results to you. What
does this figure represent?
A) a trend extrapolation
B) a Likert scale report
C) a perceptual map
D) a cross tabulation
E) a marketing input report
249) Consider Figure 8-6A above. Suppose you are an owner of a local Wendy’s restaurant near
a large urban college or university. You hired a marketing research firm to conduct a survey
among a sample of respondents in your area to find out their patronage of fast-food restaurants.
Four weeks after the firm conducted the survey, it presented the following results to you. Which
group of people in terms of age of household had the largest response to the survey?
A) 45 and older
B) once a week or more
C) 25 to 44
D) once a month or less
E) under 25
250) Consider Figure 8-6A above. Suppose you are an owner of a local Wendy’s restaurant near
a large urban college or university. You hired a marketing research firm to conduct a survey
among a sample of respondents in your area to find out their patronage of fast-food restaurants.
Four weeks after the firm conducted the survey, it presented the following results to you. Which
age group seems to patronize fast-food restaurants the most?
A) 45 and older
B) once a week or more
C) 25 to 44
D) once a month or less
E) under 25
251) Consider Figure 8-6B above. Suppose you are an owner of a local Wendy’s restaurant near
a large urban college or university. You hired a marketing research firm to conduct a survey
among a sample of respondents in your area to find out their patronage of fast-food restaurants.
Four weeks after the firm conducted the survey, it presented the following results to you. If you
wanted to target a heavy-use market segment based on the results presented, which would you
select?
A) 45 and older
B) once a week or more
C) 25 to 44
D) once a month or less
E) under 25
252) Consider Figure 8-6B above. Suppose you are an owner of a local Wendy’s restaurant near
a large urban college or university. You hired a marketing research firm to conduct a survey
among a sample of respondents in your area to find out their patronage of fast-food restaurants.
Four weeks after the firm conducted the survey, it presented the following results to you. Based
on the results presented, which market segment is least attractive to pursue because they are light
users?
A) 45 and older
B) once a week or more
C) 25 to 44
D) once a month or less
E) under 25