Exam 5: Managing Marketing Information to Gain Customer Insights

Causal research is used to ________. test hypotheses about cause-and-effect relationships gather preliminary information that will help define problems find information at the outset of the research process in an unstructured way describe marketing problems or situations quantify observations that produce insights unobtainable through other forms of research

You have decided to run for a local political office.You want to hand-deliver campaign materials in person to the homes of voters.Explain how marketing intelligence plays a role in this scenario.

Compare and contrast closed-end questions and open-end questions for gathering data.

Juanita Petino operates a dress shop in a suburban mall.Her research budget is very small, so she uses low-cost or no-cost methods to gather research data.One method that works very well for her is changing the themes in her local newspaper and radio advertising and watching the result.Juanita is using ________ to gather data for marketing decisions. informal surveys experiments guess work logic-directed research secondary sources

Which of the following is considered a source of marketing intelligence? rooting through competitor's garbage accounting records monitoring staff e-mails causal research suppliers' annual reports

How can a company overcome the problem of gathering internal data for research purposes when the data is usually scattered widely across the organization?

Customer needs and buying motives are typically obvious to marketers.

Competitor intelligence can be collected _________. only from people outside the company from suppliers, resellers, and customers from monitoring the company's own website only from internal sources only from official corporate documents

Your colleagues are confused about using the marketing research process, as they know that something is wrong but are not sure of the specific causes to investigate.They seem to be having problems with ________, which is often the hardest step to take. developing the research plan determining a research approach defining the problem and research objectives selecting a research agency to help C and D

You want to find out whether Canadians between 18 and 40 years of age tend to vote Liberal and whether Canadians between 41 and 70 tend to vote Conservative.You will most likely use a ________ to collect your data. simple random sample mechanical device stratified random sample cluster sample convenience sample

Which of the following is one of the best advantages of conducting research using telephone interviews? control of sample flexibility speed of data collection response rate cost

Which of the following is not a benefit of marketing research? Marketing research provides marketers insight into customers' motivations. Marketing research helps marketers identify customer purchase behaviours and satisfaction. Marketing research helps marketers assess product market potential. Marketing research provides immediate revenue for the firm. Marketing research enables marketers see the effectiveness of their promotion activities.

What is a major drawback of probability sampling? It can be time consuming and costly. Sampling error cannot be measured. The most difficult population from which to obtain information is chosen. Everyone has an equal chance of selection. Marketers must rely on the judgment of the researcher in respondent selection.

Loft Industries sells roof trusses to contractors and builders and would like to conduct research to determine how customers assess customer service.Which of the following research instruments would be best for this firm? people meters checkout scanners questionnaires eye cameras MRI scans

You want to determine whether no-smoking policies have affected morale among young female workers in companies that employ fewer than 50 workers in northern Ontario.Are any secondary data likely available? Why?

The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses. descriptive exploratory causal corrective descriptive and exploratory

Four common sources of internal data supplied to internal databases include the accounting department, operations, the sales force, and the ________. owners stockholders marketing department competition Web

Focus groups use no interviewer to bias the answers, may produce more honest answers, and can be used to collect large amounts of data at a low cost per respondent.

To address concerns about the misuse of research study findings, several highly regarded marketing associations have developed ________. customer relationship management guidelines behaviour targeting "Do Not Track" lists chief privacy officer job descriptions codes of research ethics bans against using "cookies"

Questionnaires are the most common research instrument.