Question 1

Which of the following is a structured method of online research where marketers require direct responses from customers?

Accepted Answer

A)  online behavioral targeting 
B)  social media tracking 
C)  online listening 
D)  online surveys 
E)  blog analysis 
A)  online behavioral targeting 
B)  social media tracking 
C)  online listening 
D)  online surveys 
E)  blog analysis

Question 2

Marketers can obtain needed information from internal data, marketing intelligence, and marketing research. Describe some common sources of each.

Accepted Answer

Internal databases are built upon record

Question 3

Which of the following statements about international marketing research is true?

Accepted Answer

A)  International marketing research has declined over the past decade due to global economic decline. 
B)  Conducting personal interviews in developing countries is generally less difficult and less expensive than doing so in developed nations. 
C)  International researchers follow a different set of steps in marketing research than domestic researchers. 
D)  Language translation in international marketing research typically increases costs and raises the risk of errors. 
E)  International researchers benefit from useful secondary data that is available online, so primary data is typically unnecessary. 
A)  International marketing research has declined over the past decade due to global economic decline. 
B)  Conducting personal interviews in developing countries is generally less difficult and less expensive than doing so in developed nations. 
C)  International researchers follow a different set of steps in marketing research than domestic researchers. 
D)  Language translation in international marketing research typically increases costs and raises the risk of errors. 
E)  International researchers benefit from useful secondary data that is available online, so primary data is typically unnecessary.

Question 4

Marketing researchers can conduct their own searches of secondary data sources by using commercial online databases.

Accepted Answer

A) True 
 B)False

Question 5

The objective of descriptive research is to gather preliminary information that will help define the problem and form hypotheses.

Accepted Answer

A) True 
 B)False

Question 6

________ have enabled researchers to gain greater control over who participates in the online sample.

Accepted Answer

A)  Social media tracking methods 
B)  Network respondent panels 
C)  Behavioral sampling methods 
D)  Online behavioral targeting 
E)  Online listening methods 
A)  Social media tracking methods 
B)  Network respondent panels 
C)  Behavioral sampling methods 
D)  Online behavioral targeting 
E)  Online listening methods

Question 7

Suppliers and resellers can update their accounts, arrange purchases, and check orders against inventories through ________.

Accepted Answer

A)  a company's extranet 
B)  a company's intranet 
C)  marketing intelligence 
D)  electronic mail 
E)  search engines 
A)  a company's extranet 
B)  a company's intranet 
C)  marketing intelligence 
D)  electronic mail 
E)  search engines

Question 8

Which of the following is true of survey research?

Accepted Answer

A)  It is the most widely used method for gathering primary data. 
B)  It is the most suitable method for establishing causal relationships. 
C)  It is the best method to use when people are unwilling to answer questions. 
D)  It is not suitable for collecting data for descriptive research. 
E)  It is inflexible and cannot be used in many different situations. 
A)  It is the most widely used method for gathering primary data. 
B)  It is the most suitable method for establishing causal relationships. 
C)  It is the best method to use when people are unwilling to answer questions. 
D)  It is not suitable for collecting data for descriptive research. 
E)  It is inflexible and cannot be used in many different situations.

Question 9

________ is best suited for descriptive research.

Accepted Answer

A)  An online discussion 
B)  Ethnographic research 
C)  Netnography research 
D)  A survey 
E)  A focus group 
A)  An online discussion 
B)  Ethnographic research 
C)  Netnography research 
D)  A survey 
E)  A focus group

Question 10

Internal databases usually are more expensive to use than other market information sources.

Accepted Answer

A) True 
 B)False

Question 11

A market researcher wants to find the cause-and-effect relationship between using organic ingredients in food and the subsequent consumption by customers. He invites ten respondents to his research firm and asks them to taste two identical dishes. The dishes were prepared in a similar manner, but one has natural herbs for flavoring, and the other has artificial flavors. This is an example of ________.

Accepted Answer

A)  descriptive research 
B)  ethnographic research 
C)  experimental research 
D)  online research 
E)  exploratory research 
A)  descriptive research 
B)  ethnographic research 
C)  experimental research 
D)  online research 
E)  exploratory research

Question 12

Discuss several ways in which small organizations can conduct marketing research at little or no expense.

Accepted Answer

Small organizations can use the same mar

Question 13

Vincent Cosmetics decides to launch a cream with a claim that it makes skin "nine times smoother." The claim is based on a study of 30 respondents who used products of other brands as well. However, a second study on a larger sample reveals only a mild correlation between the use of the cream and smoother skin. In these circumstances, which of the following is the most ethical approach that Vincent Cosmetics can follow?

Accepted Answer

A)  It should market the product as planned with the promotional line of "nine times smoother." 
B)  It should modify the results of the study to depict a strong correlation. 
C)  It should report the result as it is, or improve the product to match its claim. 
D)  It can continue to claim a high correlation and add a tag line saying "results may vary." 
E)  It should feature a testimonial from a satisfied user in an advertisement to support its claim. 
A)  It should market the product as planned with the promotional line of "nine times smoother." 
B)  It should modify the results of the study to depict a strong correlation. 
C)  It should report the result as it is, or improve the product to match its claim. 
D)  It can continue to claim a high correlation and add a tag line saying "results may vary." 
E)  It should feature a testimonial from a satisfied user in an advertisement to support its claim.

Question 14

Observational research is the most widely used method of primary data collection.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is not considered a source of competitive intelligence?

Accepted Answer

A)  a company's sales force 
B)  suppliers and resellers 
C)  competitors' internal databases 
D)  key customers 
E)  online databases 
A)  a company's sales force 
B)  suppliers and resellers 
C)  competitors' internal databases 
D)  key customers 
E)  online databases

Question 16

Marketers apply ________ to the large and complex sets of data they collect to gain customer insights and gauge performance.

Accepted Answer

A)  CRM software 
B)  predictive analysis software 
C)  marketing analytics 
D)  CRM systems 
E)  intranet capabilities 
A)  CRM software 
B)  predictive analysis software 
C)  marketing analytics 
D)  CRM systems 
E)  intranet capabilities

Question 17

________ are flexible and allow for explanation of difficult questions as well as demonstrating products.

Accepted Answer

A)  Mail questionnaires 
B)  Telephone interviews 
C)  Individual interviews 
D)  Online questionnaires 
E)  E-mail interviews 
A)  Mail questionnaires 
B)  Telephone interviews 
C)  Individual interviews 
D)  Online questionnaires 
E)  E-mail interviews

Question 18

An effective MIS assesses information needs, develops needed information, and distributes the information to help managers with decision making.

Accepted Answer

A) True 
 B)False

Question 19

What is marketing analytics? Why has it become so central to gathering data about customers and performance?

Accepted Answer

Marketing analytics consists of the anal

Question 20

Which of the following is true of focus group discussions?

Accepted Answer

A)  They usually employ large samples. 
B)  Consumers' facial expressions are hidden. 
C)  Results can be easily generalized to an entire population. 
D)  The quantitative data can be evaluated quickly and economically. 
E)  Consumers are not always honest and open about their opinions. 
A)  They usually employ large samples. 
B)  Consumers' facial expressions are hidden. 
C)  Results can be easily generalized to an entire population. 
D)  The quantitative data can be evaluated quickly and economically. 
E)  Consumers are not always honest and open about their opinions.

Which of the following is a structured method of online research where marketers require direct responses from customers?

Marketers can obtain needed information from internal data, marketing intelligence, and marketing research. Describe some common sources of each.

Which of the following statements about international marketing research is true?

Marketing researchers can conduct their own searches of secondary data sources by using commercial online databases.

The objective of descriptive research is to gather preliminary information that will help define the problem and form hypotheses.

________ have enabled researchers to gain greater control over who participates in the online sample.

Suppliers and resellers can update their accounts, arrange purchases, and check orders against inventories through ________.

Which of the following is true of survey research?

________ is best suited for descriptive research.

Internal databases usually are more expensive to use than other market information sources.

Discuss several ways in which small organizations can conduct marketing research at little or no expense.

Observational research is the most widely used method of primary data collection.

Which of the following is not considered a source of competitive intelligence?

Marketers apply ________ to the large and complex sets of data they collect to gain customer insights and gauge performance.

________ are flexible and allow for explanation of difficult questions as well as demonstrating products.

An effective MIS assesses information needs, develops needed information, and distributes the information to help managers with decision making.

What is marketing analytics? Why has it become so central to gathering data about customers and performance?

Which of the following is true of focus group discussions?

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

Which of the following is a structured method of online research where marketers require direct responses from customers?

Marketers can obtain needed information from internal data, marketing intelligence, and marketing research. Describe some common sources of each.

Which of the following statements about international marketing research is true?

Marketing researchers can conduct their own searches of secondary data sources by using commercial online databases.

The objective of descriptive research is to gather preliminary information that will help define the problem and form hypotheses.

________ have enabled researchers to gain greater control over who participates in the online sample.

Suppliers and resellers can update their accounts, arrange purchases, and check orders against inventories through ________.

Which of the following is true of survey research?

________ is best suited for descriptive research.

Internal databases usually are more expensive to use than other market information sources.

Discuss several ways in which small organizations can conduct marketing research at little or no expense.

Observational research is the most widely used method of primary data collection.

Which of the following is not considered a source of competitive intelligence?

Marketers apply ________ to the large and complex sets of data they collect to gain customer insights and gauge performance.

________ are flexible and allow for explanation of difficult questions as well as demonstrating products.

An effective MIS assesses information needs, develops needed information, and distributes the information to help managers with decision making.

What is marketing analytics? Why has it become so central to gathering data about customers and performance?

Which of the following is true of focus group discussions?

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