Question 1

________ is often the most difficult but most critical step in the research process.

Accepted Answer

A)  Developing the research plan 
B)  Collecting and analyzing the data 
C)  Defining the problem and research objectives 
D)  Interpreting the findings 
E)  Gathering secondary data 
A)  Developing the research plan 
B)  Collecting and analyzing the data 
C)  Defining the problem and research objectives 
D)  Interpreting the findings 
E)  Gathering secondary data

Question 2

How has the marketing research industry responded to the intrusion and privacy issues concerning consumer data?

Accepted Answer

The marketing research industry is consi

Question 3

Experimental research is best suited for gathering ________ information.

Accepted Answer

A)  exploratory 
B)  causal 
C)  ethnographic 
D)  interactive 
E)  descriptive 
A)  exploratory 
B)  causal 
C)  ethnographic 
D)  interactive 
E)  descriptive

Question 4

Neuromarketing techniques provide easy-to-interpret data that allow researchers to analyze consumer involvement with products.

Accepted Answer

A) True 
 B)False

Question 5

Coolers Inc. has decided to launch a new energy drink that will have the fewest calories among its competitors. To understand the market potential for the new drink and the demographics and attitudes of consumers who are likely to buy the product, Coolers should most likely use ________.

Accepted Answer

A)  exploratory research 
B)  archival research 
C)  causal research 
D)  experimental research 
E)  descriptive research 
A)  exploratory research 
B)  archival research 
C)  causal research 
D)  experimental research 
E)  descriptive research

Question 6

Once the research problems and objectives have been defined, researchers must determine the exact information needed.

Accepted Answer

A) True 
 B)False

Question 7

The marketing manager of Appeal Inc. has noticed a sharp decrease in sales over the last two months. The manager decides to conduct marketing research to identify potential causes for the drop in sales. Which of the following should the manager do first?

Accepted Answer

A)  develop a research plan 
B)  determine a research approach 
C)  define the problem and objectives 
D)  select a research agency to collect data 
E)  conduct exploratory and descriptive research 
A)  develop a research plan 
B)  determine a research approach 
C)  define the problem and objectives 
D)  select a research agency to collect data 
E)  conduct exploratory and descriptive research

Question 8

Information collected from commercial online databases or through Internet search engines are examples of ________ data.

Accepted Answer

A)  primary 
B)  secondary 
C)  first-hand 
D)  experimental 
E)  ethnographic 
A)  primary 
B)  secondary 
C)  first-hand 
D)  experimental 
E)  ethnographic

Question 9

Discuss the methods used by marketing researchers to gather secondary data.

Accepted Answer

A company's internal database provides a

Question 10

Mail surveys have many disadvantages so many marketers have switched to ________.

Accepted Answer

A)  telephone surveys 
B)  Internet-based surveys 
C)  group interviews 
D)  personal surveys 
E)  individual interviews 
A)  telephone surveys 
B)  Internet-based surveys 
C)  group interviews 
D)  personal surveys 
E)  individual interviews

Question 11

In most marketing research projects, what type of research is conducted first?

Accepted Answer

A)  causal 
B)  descriptive 
C)  remedial 
D)  corrective 
E)  exploratory 
A)  causal 
B)  descriptive 
C)  remedial 
D)  corrective 
E)  exploratory

Question 12

Kathy Jenkins is planning to conduct research on consumers' personal care routines. Since the questions are likely to be personal and sensitive, Kathy wants to select a contact method that will encourage respondents to answer honestly. Which of the following contact methods is most likely to best serve Kathy's purpose?

Accepted Answer

A)  mail questionnaires 
B)  telephone interviews 
C)  individual interviews 
D)  focus group interviews 
E)  online discussions 
A)  mail questionnaires 
B)  telephone interviews 
C)  individual interviews 
D)  focus group interviews 
E)  online discussions

Question 13

________ is a method of gathering primary data that involves asking people questions about their knowledge, attitudes, preferences, and buying behavior.

Accepted Answer

A)  Observational research 
B)  Archival research 
C)  Survey research 
D)  Experimental research 
E)  Causal research 
A)  Observational research 
B)  Archival research 
C)  Survey research 
D)  Experimental research 
E)  Causal research

Question 14

Big data presents marketers with big opportunities.

Accepted Answer

A) True 
 B)False

Question 15

Explain the steps involved in the marketing research process.

Accepted Answer

The marketing research process involves

Question 16

What are the two main types of research instruments used to collect primary data?

Accepted Answer

A)  observation scales and personal interviews 
B)  questionnaires and mechanical devices 
C)  focus groups and mechanical devices 
D)  focus groups and questionnaires 
E)  personal interviews and online focus groups 
A)  observation scales and personal interviews 
B)  questionnaires and mechanical devices 
C)  focus groups and mechanical devices 
D)  focus groups and questionnaires 
E)  personal interviews and online focus groups

Question 17

A category of ethnographic research used to observe consumers in a natural context in virtual and mobile spaces is referred to as ________.

Accepted Answer

A)  interethnography 
B)  netnography 
C)  microethnography 
D)  macroethnography 
E)  demography 
A)  interethnography 
B)  netnography 
C)  microethnography 
D)  macroethnography 
E)  demography

Question 18

Although internal databases can be accessed more quickly and cheaply than other information sources, one of the challenges of internal databases is ________.

Accepted Answer

A)  the inability to access 
B)  maintaining the current database 
C)  the lack of sophisticated equipment and technologies 
D)  decision making about data collection software 
E)  putting the customer at the center of all decisions 
A)  the inability to access 
B)  maintaining the current database 
C)  the lack of sophisticated equipment and technologies 
D)  decision making about data collection software 
E)  putting the customer at the center of all decisions

Question 19

Which of the following is a quantitative approach to research?

Accepted Answer

A)  observational research 
B)  online focus groups 
C)  ethnographic research 
D)  in-depth interviews 
E)  marketing surveys 
A)  observational research 
B)  online focus groups 
C)  ethnographic research 
D)  in-depth interviews 
E)  marketing surveys

Question 20

________ is the final step in the marketing research process.

Accepted Answer

A)  Developing the research plan 
B)  Determining a research approach 
C)  Interpreting and reporting the findings 
D)  Engaging in secondary research 
E)  Collecting and analyzing the data 
A)  Developing the research plan 
B)  Determining a research approach 
C)  Interpreting and reporting the findings 
D)  Engaging in secondary research 
E)  Collecting and analyzing the data

________ is often the most difficult but most critical step in the research process.

How has the marketing research industry responded to the intrusion and privacy issues concerning consumer data?

Experimental research is best suited for gathering ________ information.

Neuromarketing techniques provide easy-to-interpret data that allow researchers to analyze consumer involvement with products.

Coolers Inc. has decided to launch a new energy drink that will have the fewest calories among its competitors. To understand the market potential for the new drink and the demographics and attitudes of consumers who are likely to buy the product, Coolers should most likely use ________.

Once the research problems and objectives have been defined, researchers must determine the exact information needed.

The marketing manager of Appeal Inc. has noticed a sharp decrease in sales over the last two months. The manager decides to conduct marketing research to identify potential causes for the drop in sales. Which of the following should the manager do first?

Information collected from commercial online databases or through Internet search engines are examples of ________ data.

Discuss the methods used by marketing researchers to gather secondary data.

Mail surveys have many disadvantages so many marketers have switched to ________.

In most marketing research projects, what type of research is conducted first?

________ is a method of gathering primary data that involves asking people questions about their knowledge, attitudes, preferences, and buying behavior.

Big data presents marketers with big opportunities.

Explain the steps involved in the marketing research process.

What are the two main types of research instruments used to collect primary data?

A category of ethnographic research used to observe consumers in a natural context in virtual and mobile spaces is referred to as ________.

Although internal databases can be accessed more quickly and cheaply than other information sources, one of the challenges of internal databases is ________.

Which of the following is a quantitative approach to research?

________ is the final step in the marketing research process.

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Understanding Consumer and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

New Product Development and Product Life-Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Social Responsibility and Ethics

Filters

Exam 4: Managing Marketing Information to Gain Customer Insights

________ is often the most difficult but most critical step in the research process.

How has the marketing research industry responded to the intrusion and privacy issues concerning consumer data?

Experimental research is best suited for gathering ________ information.

Neuromarketing techniques provide easy-to-interpret data that allow researchers to analyze consumer involvement with products.

Coolers Inc. has decided to launch a new energy drink that will have the fewest calories among its competitors. To understand the market potential for the new drink and the demographics and attitudes of consumers who are likely to buy the product, Coolers should most likely use ________.

Once the research problems and objectives have been defined, researchers must determine the exact information needed.

The marketing manager of Appeal Inc. has noticed a sharp decrease in sales over the last two months. The manager decides to conduct marketing research to identify potential causes for the drop in sales. Which of the following should the manager do first?

Information collected from commercial online databases or through Internet search engines are examples of ________ data.

Discuss the methods used by marketing researchers to gather secondary data.

Mail surveys have many disadvantages so many marketers have switched to ________.

In most marketing research projects, what type of research is conducted first?

________ is a method of gathering primary data that involves asking people questions about their knowledge, attitudes, preferences, and buying behavior.

Big data presents marketers with big opportunities.

Explain the steps involved in the marketing research process.

What are the two main types of research instruments used to collect primary data?

A category of ethnographic research used to observe consumers in a natural context in virtual and mobile spaces is referred to as ________.

Although internal databases can be accessed more quickly and cheaply than other information sources, one of the challenges of internal databases is ________.

Which of the following is a quantitative approach to research?

________ is the final step in the marketing research process.

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Understanding Consumer and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

New Product Development and Product Life-Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Social Responsibility and Ethics

Filters