MAR 3023 EXAM QUESTIONS AND
ANSWERS ALL CORRECT
When a marketing researcher uses information from the company's own sales call
reports and customer communications to inform marketing decisions for that company,
she is using - Answer- internal secondary data.
A country club is conducting focus groups with its members to develop ideas about how
to improve its pool, golf facilities, and services. The club is - Answer- collecting primary
data.
The raw information obtained by Spotify about what songs are streamed by its users
would be considered ________ data. - Answer- observational
The National Institute of Cancer used fMRI brain imaging to decide which potential anti-
smoking advertising campaign elicited the largest amount of brain activity. This is an
example of which type of marketing research? - Answer- neuromarketing
A local political party made phone calls to assess its party platform. One question asked
respondents to state in his or her own words what kinds of changes in firearms access
and tracking would be desirable. This question would be considered - Answer- open-
ended.
You are asked to complete a short survey after attending a free comedy show on
campus. If the first question asked you to give an overall impression of the comedian
and had a five-point scale ranging from "hilarious" on one end to "not funny" on the
other end, it would be what type of marketing research question? - Answer- semantic
differential scale
Target has used ________ to identify 25 products that, when bought together or over
time, predict a woman's likelihood of being pregnant as well as her child's expected due
date. - Answer- predictive modeling
Putting recommendations into effect and monitoring how the decisions turned out
occurs in which stage of the marketing research process? - Answer- Take marketing
actions.
, A ________ involves starting with the last known value of the item being forecast, listing
the factors that could affect the forecast, assessing whether they have a positive or
negative impact, and making the final forecast. - Answer- lost-horse forecast
The behavioral sciences inform the study of consumer ________, helping marketers
understand customer choices and how to provide value to them. - Answer- behavior
Mohammed cracked the glass on his smartphone. He had hoped it was just the screen
protector, but he saw that he really could not do much with his phone in that condition.
Mohammed knew he'd need to get a new one; he had just begun the - Answer-
purchase decision process.
Sophia used the Consumer Reports website to research an economical choice for a
new washer and dryer for her apartment, and she trusted the information because the
website was not affiliated with the sellers of these products. This is an example of which
type of information source in the purchase decision process? - Answer- public source
For the purchase of an airline ticket, a consumer may use ________ like time of day,
percentage of on-time departure, brand, and price to choose between offerings. -
Answer- evaluative criteria
When a consumer has evaluated alternatives in the purchase decision process and
selected one, he still must determine when to buy and - Answer- from whom he will buy.
The furniture company delivered her new couch on Thursday and Jialin used it all
weekend. Although she really liked the color and style, she didn't think it was very
comfortable. At which stage of the purchase decision process is Jialin? - Answer-
postpurchase behavior
For the purchase of which item would extended problem solving most likely be used?
A. a study abroad program
B. a movie ticket
C. a yoga mat
D. an Uber ride
E. ankle socks - Answer- a study abroad program
________ are a marketer's product, service, or brand points of contact with a consumer
from start to finish in the purchase decision process. - Answer- Consumer touchpoints
Henri sees a public service announcement from the CDC reminding everyone to get a
flu shot this fall, and he goes to the student health center to get one. The CDC is
attempting to appeal to consumers' ________ needs according to the Maslow hierarchy.
- Answer- safety
ANSWERS ALL CORRECT
When a marketing researcher uses information from the company's own sales call
reports and customer communications to inform marketing decisions for that company,
she is using - Answer- internal secondary data.
A country club is conducting focus groups with its members to develop ideas about how
to improve its pool, golf facilities, and services. The club is - Answer- collecting primary
data.
The raw information obtained by Spotify about what songs are streamed by its users
would be considered ________ data. - Answer- observational
The National Institute of Cancer used fMRI brain imaging to decide which potential anti-
smoking advertising campaign elicited the largest amount of brain activity. This is an
example of which type of marketing research? - Answer- neuromarketing
A local political party made phone calls to assess its party platform. One question asked
respondents to state in his or her own words what kinds of changes in firearms access
and tracking would be desirable. This question would be considered - Answer- open-
ended.
You are asked to complete a short survey after attending a free comedy show on
campus. If the first question asked you to give an overall impression of the comedian
and had a five-point scale ranging from "hilarious" on one end to "not funny" on the
other end, it would be what type of marketing research question? - Answer- semantic
differential scale
Target has used ________ to identify 25 products that, when bought together or over
time, predict a woman's likelihood of being pregnant as well as her child's expected due
date. - Answer- predictive modeling
Putting recommendations into effect and monitoring how the decisions turned out
occurs in which stage of the marketing research process? - Answer- Take marketing
actions.
, A ________ involves starting with the last known value of the item being forecast, listing
the factors that could affect the forecast, assessing whether they have a positive or
negative impact, and making the final forecast. - Answer- lost-horse forecast
The behavioral sciences inform the study of consumer ________, helping marketers
understand customer choices and how to provide value to them. - Answer- behavior
Mohammed cracked the glass on his smartphone. He had hoped it was just the screen
protector, but he saw that he really could not do much with his phone in that condition.
Mohammed knew he'd need to get a new one; he had just begun the - Answer-
purchase decision process.
Sophia used the Consumer Reports website to research an economical choice for a
new washer and dryer for her apartment, and she trusted the information because the
website was not affiliated with the sellers of these products. This is an example of which
type of information source in the purchase decision process? - Answer- public source
For the purchase of an airline ticket, a consumer may use ________ like time of day,
percentage of on-time departure, brand, and price to choose between offerings. -
Answer- evaluative criteria
When a consumer has evaluated alternatives in the purchase decision process and
selected one, he still must determine when to buy and - Answer- from whom he will buy.
The furniture company delivered her new couch on Thursday and Jialin used it all
weekend. Although she really liked the color and style, she didn't think it was very
comfortable. At which stage of the purchase decision process is Jialin? - Answer-
postpurchase behavior
For the purchase of which item would extended problem solving most likely be used?
A. a study abroad program
B. a movie ticket
C. a yoga mat
D. an Uber ride
E. ankle socks - Answer- a study abroad program
________ are a marketer's product, service, or brand points of contact with a consumer
from start to finish in the purchase decision process. - Answer- Consumer touchpoints
Henri sees a public service announcement from the CDC reminding everyone to get a
flu shot this fall, and he goes to the student health center to get one. The CDC is
attempting to appeal to consumers' ________ needs according to the Maslow hierarchy.
- Answer- safety
