Core: Marketing, 8e (Kerin)
Chapter 7 Marketing Research: From Customer Insights to Actions
1) War Dogs is an example of a successful movie that could have failed because
A) too little money was spent on promotion.
B) it was targeting the wrong target market segments.
C) there was too little similarity between the original book and the screenplay.
D) its original title did not convey the correct message to its prospective audience.
E) too much time elapsed between promotions and its release.
2) Filmmakers want movie titles that use the same factors that make a good brand name. They
must be short, memorable, appealing to consumers, and
A) creative.
B) familiar.
C) without legal restrictions.
D) alliterative.
E) easy to remember.
3) Generally, filmmakers want movie titles that are short, memorable, appealing to consumers, and
have no legal restrictions. These are titles that
A) have the same factors that make a good brand name.
B) seem familiar.
C) use alliterative techniques.
D) play it safe.
E) appeal to multiple cultures.
4) Filmmakers want movie titles that use the same factors that make a good brand name. Ideally,
they should
A) be short and memorable.
B) create a sense of mystery.
C) use devices such as alliteration or rhyme.
D) create a sense of familiarity.
E) be creative.
5) Movie studios use market research to reduce their risk of losses by hiring firms such as 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 completes a survey to
A) evaluate the quality of directing and producing.
B) critique the title, plot, and characters.
C) rate the performances of the individual actors and actresses.
D) recall specific details of the plot and dialogue.
E) compare the final film with the original script.
6) The primary purpose of a sneak preview of a film before its release is to
A) rate the performances of the individual actors and actresses for possible Oscar nominations.
B) rate the work of the director and producer for possible Oscar nominations.
C) evaluate the effectiveness of product placements within the film.
D) compare the final film to the original screenplay.
E) identify necessary changes before final editing.
7) Which of the following would be best used to forecast the opening weekend box office sales for
a new movie?
A) test screenings
B) demographic analysis
C) portfolio analysis
D) advanced promotions
E) tracking studies
8) Marketing researchers use tracking studies immediately before an upcoming film’s release to
A) identify any factual errors or inconsistencies in the story line.
B) nominate specific actors or actresses for industry awards.
C) forecast a movie’s opening weekend box office revenues.
D) select the best geographical location for the movie’s premiere.
E) make changes to the movie’s release based upon professional critics’ reviews.
9) Qualified members of tracking studies for a new movie are asked three key questions, one of
which is
A) How much would you be willing to pay for a ticket?
B) Who is the target audience for this film?
C) In your own words, what is the premise of the movie?
D) Will you see the film?
E) How would you rate this film?
10) 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
A) movie advertising.
B) marketing research.
C) tactical support.
D) cross-movie research.
E) movie audits.
11) Test screenings and tracking studies are examples of market research techniques used in the
movie industry to
A) estimate a production company’s potential market share.
B) identify prospective nominees for industry awards such as the Oscars.
C) create an advance market for the movie’s DVD release regardless of whether it is successful in
its theater release or not.
D) identify possible story lines or plots for future movie ventures.
E) reduce uncertainty and improve marketing actions.
12) The process of defining a marketing problem and opportunity, systematically collecting and
analyzing information, and recommending actions is referred to as
A) marketing enquiry.
B) strategic intelligence.
C) data mining.
D) marketing tactics.
E) marketing research.
13) Marketing research refers to
A) the process of systematically collecting and analyzing information in order to define a
marketing problem.
B) the use of information technology to find objective solutions to a marketing problem.
C) the process of defining a marketing problem and opportunity, systematically collecting and
analyzing information, and recommending actions.
D) the use of subjective data such as interviews and observation to complement empirical data
obtained through the use of information technology.
E) the science of using observable human behavior in order to identify and solve marketing
problems.
14) All of the following are challenges marketers face when conducting marketing research except
which?
A) whether consumers’ actual purchase behaviors will match their stated interests or intentions
B) whether consumers will reveal honest answers to questions about personal or status issues
C) whether consumers will remember the brand they actually purchased in order to report it
correctly
D) whether consumers will accept a small gratuity for participating in a market research study for
a new or existing product
E) whether consumers will really know whether they are likely to buy a new product that they have
never thought about before
15) Which of the following statements concerning marketing research is most accurate?
A) The primary purpose of marketing research is to collect data for historical purposes.
B) When collecting marketing research, people may be reluctant to tell you what you want to
know.
C) Marketing research, if done properly, will always result in a positive marketing result.
D) People are just as able to give accurate information about products they have only heard about
as those they have actually used.
E) Among those people who participate in market research studies, there is an almost perfect
correlation between a respondent’s stated intentions and his/her actual buying behavior.
16) Grape-Nuts was one of the first cereals Post Cereal Co. 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
A) update the flavor of the cereal by making it slightly sweeter.
B) increase the amount spent on advertising and sales promotion.
C) do marketing research to identify what needs were not being satisfied.
D) hire additional salespeople who were younger and more assertive to contact grocery stores.
E) realign Grape-Nuts as a “star” and increase production.
17) Members of the Book Promoters Association of Canada recently questioned what could be
done to rejuvenate the Canadian book publishing industry. Some claimed the problem was that
many Canadian bookstores had been replaced by Amazon.com. Others said the problem was
stodgy advertising. Still others believed the problem was small budgets for marketing programs.
The best way to identify the problem would be to use
A) market analysis.
B) marketing management.
C) a marketing audit.
D) marketing research.
E) data mining.
18) A decision refers to
A) a premeditated selection resulting in a personal action.
B) a conscious choice among a set of alternatives that creates the least amount of risk.
C) a conscious choice from among two or more alternatives.
D) a subconscious selection of the alternative most consistent with one’s personal beliefs.
E) an unconscious choice selected from a subset of positive alternatives.
19) In marketing, a conscious choice made from among two or more alternatives is referred to as
A) a preference.
B) a paradigm.
C) a conclusion.
D) a paradox.
E) a decision.
20) Decision making is the act of
A) consciously choosing from among alternatives.
B) consciously choosing an action that doesn’t involve risk.
C) subjectively selecting from a subset of positive alternatives.
D) subconsciously selecting the alternative that is most consistent with one’s personal beliefs.
E) objectively selecting the most financially sound decision among two or more alternatives.
21) The first step of the marketing research approach is to
A) develop findings.
B) define the problem.
C) take marketing actions.
D) collect relevant information.
E) develop the research plan.
22) After defining the problem, the next step of the marketing research approach is to
A) develop findings.
B) gather resources.
C) take marketing actions.
D) develop the research plan.
E) collect relevant information.
23) After developing the research plan, the next step of the marketing research approach is to
A) develop findings.
B) define the problem.
C) take marketing actions.
D) analyze the results.
E) collect relevant information.
24) The fourth of five steps in the marketing research approach is to
A) develop findings.
B) define the problem.
C) take marketing actions.
D) develop the research plan.
E) collect relevant information.
25) The last step of the marketing research approach is to
A) develop findings.
B) define the problem.
C) collect relevant information.
D) develop the research plan.
E) take marketing actions.
26) Setting research objectives and identifying possible marketing actions that might result from
the research would take place during which step of the five-step marketing research approach?
A) Collect relevant information.
B) Develop the research plan.
C) Develop findings.
D) Obtain secondary data.
E) Define the problem.
27) Specifying constraints, identifying data needed for marketing actions, and determining how to
collect data would take place during which step of the five-step marketing research approach?
A) Collect relevant information.
B) Develop the research plan.
C) Develop findings.
D) Take marketing actions.
E) Define the problem.
28) Obtaining primary and secondary data would take place during which step of the five-step
marketing research approach?
A) Collect relevant information.
B) Develop the research plan.
C) Develop findings.
D) Take marketing actions.
E) Define the problem.
29) Analyzing data and presenting the results of this analysis would take place during which step
of the five-step marketing research approach?
A) Collect relevant information.
B) Develop the research plan.
C) Develop findings.
D) Take marketing actions.
E) Define the problem.
30) Making recommendations, implementing those recommendations, and evaluating the results
would take place during which step of the five-step marketing research approach?
A) Collect relevant information.
B) Develop the research plan.
C) Develop findings.
D) Take marketing actions.
E) Define the problem.
Figure 7-1
31) According to Figure 7-1, what does A represent in the marketing research process?
A) collect relevant information
B) develop the research plan
C) develop findings
D) take marketing actions
E) define the problem
32) According to Figure 7-1, what does B represent in the marketing research process?
A) develop findings
B) define the problem
C) collect relevant information
D) develop the research plan
E) take marketing actions
33) According to Figure 7-1, what does C represent in the marketing research process?
A) define the problem
B) collect relevant information
C) develop the research plan
D) develop findings
E) take marketing actions
34) According to Figure 7-1, what does D represent in the marketing research process?
A) define the problem
B) develop the research plan
C) develop findings
D) collect relevant information
E) take marketing actions
35) According to Figure 7-1, what does E represent in the marketing research process?
A) take marketing actions
B) define the problem
C) develop the research plan
D) collect relevant information
E) develop findings
36) Considering the five-step marketing research approach leading to marketing actions, the
feedback loop
A) is useful only to help a researcher better define the problem next time.
B) is used to develop the research plan.
C) is a form of primary research.
D) is used to develop findings.
E) consists of lessons learned that can improve each of the steps.
37) After a bankruptcy, SwissAir was able to regroup and wanted to resume flying if it could
regain at least 75 percent of its lost customers. It decided to allocate $50,000 to determine the
likelihood that its former customers would fly on the airline again and find methods requiring little
or no money that could be used to increase that probability. This description represents which step
in the marketing research approach?
A) define the problem
B) develop the research plan
C) collect relevant information
D) develop findings
E) take marketing actions
38) Watch was a teen publication given out free to high school students, but the publication was
unable to deliver the response rates to coupons or sample offers that its advertisers expected.
Marketing researchers for its publisher developed a research plan, gathered information from teen
focus groups, analyzed the findings, and recommended replacing Watch magazine with Fuel for
boys and Verve for girls. Making this change would be considered which step in the marketing
research approach?
A) define the problem
B) develop the research plan
C) collect relevant information
D) take marketing actions
E) develop findings
39) There are two key elements when defining a marketing research problem. One of these is
A) specify constraints.
B) identify possible marketing actions.
C) determine how to collect data.
D) evaluate previous research results.
E) identify desired solutions.