Sports and Entertainment Marketing 4th edition by Kaser - Test Bank

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

Instant Download – Complete Test Bank With Answers

Sample Questions Are Posted Below

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
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
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 b. collect the data
c. discover and define the problem d. analyze and report the data
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 b. are the range of prices charged for a category of merchandise
c. are used for psychological pricing d. are the lowest prices charged for merchandise
ANSWER: b
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 5.2-1 – LO: 5.2-1

15. Collecting and sorting data
a. is tedious work b. is time consuming
c. becomes easier using spreadsheet and database software programs d. all of the above
ANSWER: d
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 5.2-1 – LO: 5.2-1

16. Decision making for most companies is mainly based on
a. a combination of gut feelings, intuition and marketing research b. a great amount of luck
c. gut feelings only d. marketing research only
ANSWER: a
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 5.2-2 – LO: 5.2-2

17. Ethical research
a. is frequently used to disguise a sales tactic b. is biased research
c. respects confidentiality d. both a and c
ANSWER: c
POINTS: 1
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
a. data mining b. big data
c. marketing research d. convergence analytics
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 data b. hard data
c. primary data d. soft data
ANSWER: b
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 b. implement and evaluate the results
c. collect the data
d. develop the process for data collection
ANSWER: b
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 5.2-1 – LO: 5.2-1

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 __________.
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: Big data is a term used to describe the extraordinary amount of data that is being collected and stored for marketing purposes.
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 5.3-1 – LO: 5.3-1

38. What is the difference between soft data and hard data?
ANSWER: Soft data is based on an educated guess; hard data includes statistics gathered through valid research.
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 5.1-2 – LO: 5.1-2

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.
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: Client-side researchers are employees who work with external research agencies to gather information and solutions for their company.
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 5.1-1 – LO: 5.1-1

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
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 system b. marketing research
c. data interpretation
d. syndicated research
ANSWER: a
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 5.1-1 – LO: 5.1-1