Question 1

Telemarketing has had the greatest impact on which of the following data collection methods?

Accepted Answer

A) mail questionnaires 
B) online questionnaires 
C) mall intercepts 
D) telephone interviews 
E) face-to-face interviews 
A) mail questionnaires 
B) online questionnaires 
C) mall intercepts 
D) telephone interviews 
E) face-to-face interviews

Question 2

What is the purpose of data mining?

Accepted Answer

Researchers rely on data minin

Question 3

Mall-intercept studies are a commonly used type of face-to-face interview.

Accepted Answer

A) True 
 B)False

Question 4

In the marketing research process,it is essential for marketers to define the research problem.What does this mean?

Accepted Answer

The word problem doesn't necessarily mea

Question 5

Explain the three factors that typically influence the quality of research results and discuss how researchers can ensure the quality of their data.

Accepted Answer

The three factors that typically influen

Question 6

Which of the following is NOT an advantage of online questionnaires?

Accepted Answer

A) speed 
B) low costs 
C) almost instantaneous results 
D) control over who respondents are 
E) no geographic restrictions 
A) speed 
B) low costs 
C) almost instantaneous results 
D) control over who respondents are 
E) no geographic restrictions

Question 7

A company utilized ________ when it asked consumers to indicate how they feel about panty hose.

Accepted Answer

A) exploratory research 
B) causal research 
C) case study research 
D) ethnography 
E) descriptive research 
A) exploratory research 
B) causal research 
C) case study research 
D) ethnography 
E) descriptive research

Question 8

To take advantage of the massive amount of data now available,sophisticated analysis techniques called ________ are becoming a priority for many firms.

Accepted Answer

A) data mining 
B) prospecting 
C) cold calling 
D) data warehousing 
E) data tallying 
A) data mining 
B) prospecting 
C) cold calling 
D) data warehousing 
E) data tallying

Question 9

The process through which analysts sift through massive amounts of available data to identify unique patterns of behavior among different customer groups is called ________.

Accepted Answer

A) causal research 
B) custom research 
C) longitudinal research 
D) data warehousing 
E) data mining 
A) causal research 
B) custom research 
C) longitudinal research 
D) data warehousing 
E) data mining

Question 10

Theresa Fielding owns an Internet company that sells gift baskets.Each customer can pick out what she wants in the basket to make it a personalized gift.Theresa has demographic information about buyers stored in the company database.The database also has the address of each basket recipient,when each basket was sent,the contents of each basket,and whether it was sent for a special occasion.How could Theresa use this database?

Accepted Answer

Theresa has an opportunity to engage in

Question 11

The most basic type of nonprobability sampling is a simple random sample.

Accepted Answer

A) True 
 B)False

Question 12

Your text describes the two main primary data collection methods as ________.

Accepted Answer

A) descriptive and exploratory 
B) causal and descriptive 
C) survey and observation 
D) direct and indirect 
E) impersonal and personal 
A) descriptive and exploratory 
B) causal and descriptive 
C) survey and observation 
D) direct and indirect 
E) impersonal and personal

Question 13

Which of the following specifies exactly what information marketers will collect and what type of study they will do?

Accepted Answer

A) the research objective 
B) the environmental context 
C) the sampling method 
D) the data collection method 
E) the research design 
A) the research objective 
B) the environmental context 
C) the sampling method 
D) the data collection method 
E) the research design

Question 14

RBC Royal Bank wanted to evaluate the financial value of its substantial personal customer base to determine which type of customers were the most valuable to the bank.To do this,the bank looked at revenues and expenses from each of its financial products,including loans and credit card usage.To identify and then analyze this information,the bank utilized the MIS analysis technique called ________.

Accepted Answer

A) data warehousing 
B) marketing research 
C) probability sampling 
D) data mining 
E) market basket analyzing 
A) data warehousing 
B) marketing research 
C) probability sampling 
D) data mining 
E) market basket analyzing

Question 15

Through the data mining application of ________,marketers identify big-spending customers and target them for special offers that other customers won't receive.

Accepted Answer

A) customer retention 
B) customer acquisition 
C) customer abandonment 
D) competitive intelligence 
E) market basket analysis 
A) customer retention 
B) customer acquisition 
C) customer abandonment 
D) competitive intelligence 
E) market basket analysis

Question 16

A researcher investigating the amount of food waste in the typical four-person family plans to sift through the garbage of a small sample of representative families.This method is an example of an unobtrusive survey.

Accepted Answer

A) True 
 B)False

Question 17

A cosmetic company asked 293 women who were wearing their StayColor line of cosmetics to rub their cheeks against their shirts using "the pressure they use when caressing someone else's face." The company was conducting ________.

Accepted Answer

A) syndicated research 
B) custom research 
C) case study research 
D) secondary research 
E) none of the above 
A) syndicated research 
B) custom research 
C) case study research 
D) secondary research 
E) none of the above

Question 18

Which of the following is true about a nonprobability sample?

Accepted Answer

A) The hierarchical sampling method is used to select people who appear most willing to participate. 
B) Representativeness is the key determinant of who participates. 
C) A researcher uses personal judgment to select participants. 
D) Every member of the population is included in the sample. 
E) Each member of the population has some chance of being included in the sample. 
A) The hierarchical sampling method is used to select people who appear most willing to participate. 
B) Representativeness is the key determinant of who participates. 
C) A researcher uses personal judgment to select participants. 
D) Every member of the population is included in the sample. 
E) Each member of the population has some chance of being included in the sample.

Question 19

________ are a method for tracking what computer users do at various Web sites and which sites they visit.

Accepted Answer

A) Projective techniques 
B) People meters 
C) Predictive techniques 
D) Cookies 
E) Search engines 
A) Projective techniques 
B) People meters 
C) Predictive techniques 
D) Cookies 
E) Search engines

Question 20

ABC Interior Designs wants to collect research data through their checkout scanners.This is an example of mechanical observation.

Accepted Answer

A) True 
 B)False

Telemarketing has had the greatest impact on which of the following data collection methods?

What is the purpose of data mining?

Mall-intercept studies are a commonly used type of face-to-face interview.

In the marketing research process,it is essential for marketers to define the research problem.What does this mean?

Explain the three factors that typically influence the quality of research results and discuss how researchers can ensure the quality of their data.

Which of the following is NOT an advantage of online questionnaires?

A company utilized ________ when it asked consumers to indicate how they feel about panty hose.

To take advantage of the massive amount of data now available,sophisticated analysis techniques called ________ are becoming a priority for many firms.

The process through which analysts sift through massive amounts of available data to identify unique patterns of behavior among different customer groups is called ________.

The most basic type of nonprobability sampling is a simple random sample.

Your text describes the two main primary data collection methods as ________.

Which of the following specifies exactly what information marketers will collect and what type of study they will do?

Through the data mining application of ________,marketers identify big-spending customers and target them for special offers that other customers won't receive.

A researcher investigating the amount of food waste in the typical four-person family plans to sift through the garbage of a small sample of representative families.This method is an example of an unobtrusive survey.

A cosmetic company asked 293 women who were wearing their StayColor line of cosmetics to rub their cheeks against their shirts using "the pressure they use when caressing someone else's face." The company was conducting ________.

Which of the following is true about a nonprobability sample?

________ are a method for tracking what computer users do at various Web sites and which sites they visit.

ABC Interior Designs wants to collect research data through their checkout scanners.This is an example of mechanical observation.

Welcome to the World of Marketing: Create and Deliver Value

Strategic Market Planning: Take the Big Picture

Thrive in the Marketing Environment: the World Is Flat

Consumer Behavior: How and Why We Buy

Business-To-Business Markets: How and Why Organizations Buy

Sharpen the Focus: Target Marketing Strategies and Customer Relationship Management

Create the Product

Manage the Product

Services and Other Intangibles: Marketing the Product That Isnt There

Price the Product

Old and New Media: From One-To-Many to Many-To-Many

One to Many: Advertising, public Relations, and Consumer Sales Promotions

Many to Many: Trade Promotion, direct Marketing, and Personal Selling

Deliver Value Through Supply Chain Management, channels of Distribution, and Logistics

Retailing: Bricks and Clicks

Filters

Exam 4: Marketing Research: Gather, analyze, and Use Information

Telemarketing has had the greatest impact on which of the following data collection methods?

What is the purpose of data mining?

Mall-intercept studies are a commonly used type of face-to-face interview.

In the marketing research process,it is essential for marketers to define the research problem.What does this mean?

Explain the three factors that typically influence the quality of research results and discuss how researchers can ensure the quality of their data.

Which of the following is NOT an advantage of online questionnaires?

A company utilized ________ when it asked consumers to indicate how they feel about panty hose.

To take advantage of the massive amount of data now available,sophisticated analysis techniques called ________ are becoming a priority for many firms.

The process through which analysts sift through massive amounts of available data to identify unique patterns of behavior among different customer groups is called ________.

The most basic type of nonprobability sampling is a simple random sample.

Your text describes the two main primary data collection methods as ________.

Which of the following specifies exactly what information marketers will collect and what type of study they will do?

Through the data mining application of ________,marketers identify big-spending customers and target them for special offers that other customers won't receive.

A researcher investigating the amount of food waste in the typical four-person family plans to sift through the garbage of a small sample of representative families.This method is an example of an unobtrusive survey.

A cosmetic company asked 293 women who were wearing their StayColor line of cosmetics to rub their cheeks against their shirts using "the pressure they use when caressing someone else's face." The company was conducting ________.

Which of the following is true about a nonprobability sample?

________ are a method for tracking what computer users do at various Web sites and which sites they visit.

ABC Interior Designs wants to collect research data through their checkout scanners.This is an example of mechanical observation.

Welcome to the World of Marketing: Create and Deliver Value

Strategic Market Planning: Take the Big Picture

Thrive in the Marketing Environment: the World Is Flat

Consumer Behavior: How and Why We Buy

Business-To-Business Markets: How and Why Organizations Buy

Sharpen the Focus: Target Marketing Strategies and Customer Relationship Management

Create the Product

Manage the Product

Services and Other Intangibles: Marketing the Product That Isnt There

Price the Product

Old and New Media: From One-To-Many to Many-To-Many

One to Many: Advertising, public Relations, and Consumer Sales Promotions

Many to Many: Trade Promotion, direct Marketing, and Personal Selling

Deliver Value Through Supply Chain Management, channels of Distribution, and Logistics

Retailing: Bricks and Clicks

Filters