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190) 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.
191) 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 sales force 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 sales force 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 sales force 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.
192) 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
193) 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
194) 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
195) 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.
196) 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 experiment.
A) constraint
B) dependent variable
C) decision task
D) control
E) independent variable
197) 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 previously. 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.
198) 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
199) 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
200) 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
201) Experiments often use marketing drivers like product features, price, or promotion as
________ variables.
A) marketing action
B) independent
C) environmental force
D) dependent
E) causal
202) Offering a product for sale in a small geographic area to help evaluate potential market
actions is called
A) a micro market.
B) a test market.
C) an experimental market.
D) a simulated market.
E) a trial market.
203) McDonald's tested its delivery service in three Florida cities to assess consumer interest
before deciding to expand to 20,000 of its restaurants. What type of experiment was conducted
here?
A) micro market
B) trail market
C) experimental market
D) simulated market
E) test market
204) 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
205) 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.
206) 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.
207) Analyzing the data obtained during the marketing research project and presenting the results
take place during which step of the five-step marketing research approach?
A) collect relevant information
B) develop findings
C) take marketing actions
D) plan the budget
E) identify constraints
208) Once a market researcher has defined the problem, developed the research plan, and collected
the relevant information, what is the next step in the five-step marketing research approach?
A) set budgets
B) determine target market
C) take marketing actions
D) develop findings
E) determine if there is a planning gap between desired findings and actual findings
209) ________ 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
210) ________ includes all of the computing resources that collect, store, and analyze the data that
originate from a variety of sources.
A) Data mining
B) Environmental scanning
C) Computerization
D) E-marketing
E) Information technology
211) 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.
212) Marketing researchers have observed that today we live in an era of data deluge. The
challenge facing managers is not data collection or even storage but how to
A) leverage external data sources.
B) effectively develop internal sources 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.
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213) The presentation of the results of data analysis is becoming a new field of marketing research
known as
A) external data sources.
B) data visualization.
C) data warehouse presentations.
D) internal data source coding.
E) data maximization.
214) 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 organizations that accomplishes this successfully is often referred to as
A) an external data source specialist.
B) a results-oriented enterprise.
C) an intelligent enterprise.
D) an internal data source user.
E) an information entrepreneur.
Figure 7-5
215) Figure 7-5 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
216) Figure 7-5 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
217) Figure 7-5 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
218) Figure 7-5 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
219) Figure 7-5 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
220) Data from internal and external sources are stored, organized, and managed in databases.
Collectively, these databases form a
A) data vault.
B) data depot.
C) data storehouse.
D) data warehouse.
E) data repository.
221) Databases that are subject to ________ platforms undertake reasoning and commonsense
