Sports and Entertainment Marketing 4th Edition by Kaser – Test Bank

Complete Test Bank With Answers

 

 

Sample Questions Posted Below

 

Name: Class: Date:

Chapter 05 – Marketing-Information Management

1. Marketing information collected from customers can be used by businesses to help make needed improvements.

a. True

b. False

ANSWER: True

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.1-1 – LO: 5.1-1

2. Some large companies have a marketing research department within the firm but also work with outside marketing

research firms.

a. True

b. False

ANSWER: True

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.1-1 – LO: 5.1-1

3. Deceiving people when conducting marketing research usually leads to important findings that a company can use to

improve its business.

a. True

b. False

ANSWER: False

POINTS: 1

LEARNING OBJECTIVES: SEM.KI.4.LO: 5.1-2 – LO: 5:1-2

4. Once people agree to participate in market research, companies can use the data those people provide in any way they

choose.

a. True

b. False

ANSWER: False

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.1-2 – LO: 5.1-2

5. Research has shown that the quality of a TV advertisement is directly connected with how memorable the ad is to

viewers.

a. True

b. False

ANSWER: True

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.2-1 – LO: 5.2-1

6. The first step in marketing research is to collect the data.

a. True

b. False

ANSWER: False

POINTS: 1

Cengage Learning Testing, Powered by Cognero Page 1Name: Class: Date:

Chapter 05 – Marketing-Information Management

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.2-1 – LO: 5.2-1

7. After marketing data is gathered, researchers will look for patterns in the data and draw conclusions based on those

patterns.

a. True

b. False

ANSWER: True

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.2-1 – LO: 5.2-1

8. In some businesses, gut feelings and intuition are used in decision making.

a. True

b. False

ANSWER: True

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.2-2 – LO: 5.2-2

9. Revealing patterns and measuring data are part of analytics, or finding meaning in the data.

a. True

b. False

ANSWER: False

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.2-2 – LO: 5.2-2

10. Today, most advertisers rely on what has succeeded previously in order to determine which TV programs potential

viewers will watch.

a. True

b. False

ANSWER: False

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO 5.3-1 – LO: 5.3-1

11. A calculation of the estimated profit a business will earn from a customer is called the customer’s lifetime value, or

CLV.

a. True

b. False

ANSWER: True

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.3-1 – LO: 5.3-1

12. Even data-driven decisions must be balanced with common sense and ethics.

a. True

b. False

ANSWER: True

Cengage Learning Testing, Powered by Cognero Page 2Name: Class: Date:

Chapter 05 – Marketing-Information Management

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.3-2 – LO: 5.3-2

13. The first step for marketing research is to

a. analyze current conditions c. discover and define the

b. collect the data

d. analyze and report the data

problem

ANSWER: c

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.2-1 – LO: 5.2-1

14. Price points

a. are bonuses received for purchasing certain

products

c. are used for psychological pricing ANSWER: b

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.2-1 – LO: 5.2-1

b. are the range of prices charged for a category of

merchandise

d. are the lowest prices charged for merchandise

15. Collecting and sorting data

a. is tedious work c. becomes easier using spreadsheet and database software

programs

ANSWER: d

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.2-1 – LO: 5.2-1

b. is time consuming

d. all of the above

16. Decision making for most companies is mainly based on

a. a combination of gut feelings, intuition and marketing

research

c. gut feelings only ANSWER: a

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.2-2 – LO: 5.2-2

b. a great amount of luck

d. marketing research

only

17. Ethical research

a. is frequently used to disguise a sales

b. is biased research

tactic

c. respects confidentiality ANSWER: c

POINTS: 1

d. both a and c

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.1-2 – LO: 5.1-2

18. The process of organizing data from multiple sources into usable information is called

Cengage Learning Testing, Powered by Cognero Page 3Name: Class: Date:

Chapter 05 – Marketing-Information Management

a. data mining c. marketing

b. big data

d. convergence analytics

research

ANSWER: d

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.3-1 – LO: 5.3-1

19. __________ research is conducted by an independent company and then offered for sale to everyone in an industry.

a. Syndicated b. Primary

c. Secondary d. Client-side

ANSWER: a

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.1-1 – LO: 5.1-1

20. Statistics gathered through valid research is called

a. descriptive

b. hard data

data

c. primary data ANSWER: b

d. soft data

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.1-2 – LO: 5.1-2

21. A(n) __________ shows how often each numerical value, response, item, or range of numbers in a set of data occurs.

a. frequency table b. cookie

c. sample d. algorithm

ANSWER: a

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.2-2 – LO: 5.2-2

22. __________ are small numbers of people representative of a large group.

a. Polls b. Samples

c. Cookies d. Tests

ANSWER: b

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.2-1 – LO: 5.2-1

23. What is the final step for marketing research?

a. analzye current

conditions

c. collect the data b. implement and evaluate the results

d. develop the process for data

collection

ANSWER: b

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.2-1 – LO: 5.2-1

Cengage Learning Testing, Powered by Cognero Page 4Name: Class: Date:

Chapter 05 – Marketing-Information Management

24. __________ is conducted to gather data and identify solutions to marketing problems.

ANSWER: Marketing research

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.1-1 – LO: 5.1-1

25. When research is conducted by an independent company and then offered for sale to everyone in an industry, it is

called __________.

ANSWER: syndicated research

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.1-1 – LO: 5.1-1

26. A(n) __________ consists of a group of people who share certain characteristics.

ANSWER: cohort

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.3-2 – LO: 5.3-2

27. __________ consist of a panel of people who answer market research questions related to their observations or

opinions about a product or service.

ANSWER: Focus groups

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.2-2 – LO: 5.2-2

28. When staff researchers work with external research agencies, they are referred to as __________ researchers.

ANSWER: client-side

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.1-1 – LO: 5.1-1

29. When information is gathered that is very specifically focused on a single target market, it is called __________.

ANSWER: market research

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.2-1 – LO: 5.2-1

30. Data based on an educated guess is called __________ data.

ANSWER: soft

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.1-2 – LO: 5.1-2

31. __________ involves the use of powerful computers to “dig up” data needed for decision making.

ANSWER: Data mining

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.3-1 – LO: 5.3-1

32. The process of using computer programming and incorporating statistics to organize data into meaningful patterns is

called __________.

Cengage Learning Testing, Powered by Cognero Page 5Name: Class: Date:

Chapter 05 – Marketing-Information Management

ANSWER: analytics

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.2-2 – LO: 5.2-2

33. A(n) __________ is a small number representative of a large group.

ANSWER: sample

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.2-1 – LO: 5.2-1

34. A detailed set of instructions on how to sort data is called a(n) __________.

ANSWER: algorithm

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.2-2 – LO: 5.2-2

35. A(n) __________ includes most charts and graphs that visually represent data in a reader-friendly format.

ANSWER: dashboard

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.2-1 – LO: 5.2-1

36. List the seven steps for marketing research.

ANSWER: Discover and define the problem

Analyze current conditions

Develop the process for data collection

Collect the data

Analyze and report the data

Determine a solution to the problem

Implement and evaluate the results

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.2-1 – LO: 5.2-1

37. What is big data?

ANSWER: POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.3-1 – LO: 5.3-1

Big data is a term used to describe the extraordinary amount of data that is being collected

and stored for marketing purposes.

38. What is the difference between soft data and hard data?

ANSWER: research.

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.1-2 – LO: 5.1-2

Soft data is based on an educated guess; hard data includes statistics gathered through valid

39. Briefly describe some ethical duties a marketing researcher has toward clients and research respondents.

ANSWER: Marketing researchers have an ethical duty to the client to gather reliable and accurate

information; they have an ethical duty to the respondents to allow them to choose whether to

participate, to respect their privacy, and to treat them with consideration.

Cengage Learning Testing, Powered by Cognero Page 6Name: Class: Date:

Chapter 05 – Marketing-Information Management

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.1-2 – LO: 5.1-2

40. What do businesses hope to do by improving employee engagement?

ANSWER: They hope to increase the emotional connection between employees and customers and

empower employees to do what is right for the customer.

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.1-1 – LO: 5.1-1

41. What are client-side researchers?

ANSWER: POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.1-1 – LO: 5.1-1

Client-side researchers are employees who work with external research agencies to gather

information and solutions for their company.

42. What is a shopping cart abandoner? How can businesses use data to reach these customers?

ANSWER: Shopping cart abandoners are customers who start to make an online purchase but leave the

website without completing it. Marketing data can be used to determine if these customers

might become sales opportunities rather than lost sales. If they are sent a cart-reminder email

(an email reminding them of their incomplete purchase) they may become buyers.

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.3-2 – LO: 5.3-2

43. Explain in detail why defining the problem is critical to the marketing research process. Give an example of defining

the problem for a sports event and another entertainment event.

ANSWER: Answers will vary. Defining the problem sets the stage for what research needs to take place.

Defining a problem for a sporting event may involve tightening security at the event and

controlling disorderly fans who become a danger to others. Defining a problem for music

concerts may involve increasing attendance and interest of fans.

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.2-1 – LO: 5.2-1

44. Some movie theaters charge more for popcorn, soft drinks, and other snacks than they charge for a movie ticket. Is

there a point at which moviegoers will not buy refreshments because of the price? How can theaters know the price point

at which demand is the highest?

ANSWER: Answers will vary. The movie theater has a captive audience which allows them to charge

high prices for concessions. The theater must be alert to the price point where the most

merchandise is sold, or it may end up diminishing sales.

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.2-1 – LO: 5.2-1

45. How might sports and entertainment businesses collect and use big data?

ANSWER: Big data can be collected from credit card and communication companies, smartphone GPS

devices, social media sites, clicks made on websites, and other customer contacts. Answers

will vary as to how these companies can use the data.

POINTS: 1

Cengage Learning Testing, Powered by Cognero Page 7Name: Class: Date:

Chapter 05 – Marketing-Information Management

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.3-1 – LO: 5.3-1

46. A cart-reminder email reminds customers of incomplete purchases they have left in an online shopping cart.

a. True

b. False

ANSWER: True

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.3-2 – LO: 5.3-2

47. To interpret data, marketers must have the knowledge to see patterns and understand what those patterns mean.

a. True

b. False

ANSWER: True

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.3-1 – LO: 5.3-1

48. There is no way for marketers to track the number of people who have seen an advertisement.

a. True

b. False

ANSWER: False

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.2-2 – LO: 5.2-2

49. The final step in the marketing research process is to determine a solution to the problem.

a. True

b. False

ANSWER: False

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.2-1 – LO: 5.2-1

50. A set of procedures and methods used to systematically collect, analyze, distribute, and sort information needed by

businesses to make decisions is called

a. a marketing-information

b. marketing research

system

c. data interpretation d. syndicated research

ANSWER: a

POINTS: 1

LEARNING OBJECTIVES: SEM.KO.4.LO: 5.1-1 – LO: 5.1-1

Cengage Learning Testing, Powered by Cognero Page 8