Question 1

Which of the following is an example of an open-end question?

Accepted Answer

A)  How is voting going to help the nation? 
B)  Do you like driving on the highway? 
C)  How many children do you have? 
D)  Would you like to try a sample? 
E)  Are your friends in town? 
A)  How is voting going to help the nation? 
B)  Do you like driving on the highway? 
C)  How many children do you have? 
D)  Would you like to try a sample? 
E)  Are your friends in town? A

Question 2

Which of the following refers to a nonprobability sample in which the researcher finds and interviews a prescribed number of people in each of several categories?

Accepted Answer

A)  quota sample 
B)  judgment sample 
C)  convenience sample 
D)  stratified random sample 
E)  simple random sample 
A)  quota sample 
B)  judgment sample 
C)  convenience sample 
D)  stratified random sample 
E)  simple random sample A

Question 3

A(n) ________ is a segment of the population selected for marketing research to represent the population as a whole.

Accepted Answer

A)  dyad 
B)  immersion group 
C)  primary group 
D)  sample 
E)  triad 
A)  dyad 
B)  immersion group 
C)  primary group 
D)  sample 
E)  triad D

Question 4

Which of the following is most likely true about international research?

Accepted Answer

A)  The availability of good secondary data makes international research rewarding. 
B)  The costs of conducting international research are much higher than the benefits offered. 
C)  Technology enables customer responses to be translated quickly and accurately. 
D)  Costly international research is necessary if firms want to succeed in foreign markets. 
E)  Interpretations of data are fairly consistent among different countries. 
A)  The availability of good secondary data makes international research rewarding. 
B)  The costs of conducting international research are much higher than the benefits offered. 
C)  Technology enables customer responses to be translated quickly and accurately. 
D)  Costly international research is necessary if firms want to succeed in foreign markets. 
E)  Interpretations of data are fairly consistent among different countries.

Question 5

What is observational research and when is it used?

Accepted Answer

Observational research involves gatherin

Question 6

How can researchers and managers arrive at the best interpretation of research findings?

Accepted Answer

Findings can be interpreted in different

Question 7

Which of the following is true with regard to marketing research?

Accepted Answer

A)  The marketing research process depends primarily on sophisticated internal databases. 
B)  The marketing research process requires assessing macroeconomic forces. 
C)  Marketing research gives marketers insights into customer motivations. 
D)  Marketing research eliminates the need for a SWOT analysis. 
E)  Marketing research is a simple two-step process. 
A)  The marketing research process depends primarily on sophisticated internal databases. 
B)  The marketing research process requires assessing macroeconomic forces. 
C)  Marketing research gives marketers insights into customer motivations. 
D)  Marketing research eliminates the need for a SWOT analysis. 
E)  Marketing research is a simple two-step process.

Question 8

Wilma Roberts is conducting research to determine consumers' personal grooming habits. Because of the personal nature of the survey questions involved, Wilma wants to select the contact method that is most likely to encourage respondents to answer honestly and that will allow her to easily collect large amounts of data. Which of the following is best suited to meet Wilma's requirements?

Accepted Answer

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

Question 9

Which of the following is a disadvantage of using secondary data?

Accepted Answer

A)  Secondary data is generally not appropriate for consumer products. 
B)  Collecting secondary data is time consuming. 
C)  Few sources exist for secondary data. 
D)  Gathering secondary data is costly. 
E)  Relevant secondary data can be difficult to locate. 
A)  Secondary data is generally not appropriate for consumer products. 
B)  Collecting secondary data is time consuming. 
C)  Few sources exist for secondary data. 
D)  Gathering secondary data is costly. 
E)  Relevant secondary data can be difficult to locate.

Question 10

The real value of marketing research lies in the customer insights that it provides.

Accepted Answer

A) True 
 B)False

Question 11

Secondary data consist of ________.

Accepted Answer

A)  information collected for the specific purpose at hand 
B)  data that does not age 
C)  information that already exists somewhere, having been collected for another purpose 
D)  information collected from conducting personal, in-depth interviews 
E)  data that is unreliable and unsuitable for the purpose of making marketing decisions 
A)  information collected for the specific purpose at hand 
B)  data that does not age 
C)  information that already exists somewhere, having been collected for another purpose 
D)  information collected from conducting personal, in-depth interviews 
E)  data that is unreliable and unsuitable for the purpose of making marketing decisions

Question 12

Which form of marketing research involves talking with people in their homes or offices, on the street, or in shopping malls?

Accepted Answer

A)  individual interviewing 
B)  focus-group interviewing 
C)  telephone interviewing 
D)  mail questionnaires 
E)  observational research 
A)  individual interviewing 
B)  focus-group interviewing 
C)  telephone interviewing 
D)  mail questionnaires 
E)  observational research

Question 13

Which of the following is true about Internet-based survey research?

Accepted Answer

A)  The effectiveness of Internet-based survey research is invariably affected by the interviewer's bias. 
B)  Internet-based survey research is less flexible compared to mail questionnaires. 
C)  Internet-based survey research is characterized by high speed and low costs. 
D)  Typically, the quantity of data gathered in Internet-based survey research is low. 
E)  The response rate of Internet-based survey research is lower than that of mail questionnaires. 
A)  The effectiveness of Internet-based survey research is invariably affected by the interviewer's bias. 
B)  Internet-based survey research is less flexible compared to mail questionnaires. 
C)  Internet-based survey research is characterized by high speed and low costs. 
D)  Typically, the quantity of data gathered in Internet-based survey research is low. 
E)  The response rate of Internet-based survey research is lower than that of mail questionnaires.

Question 14

In a simple random sample, ________.

Accepted Answer

A)  every member of the population has a known and equal chance of selection 
B)  the population is divided into mutually exclusive groups (such as blocks), and the researcher draws a sample of the groups to interview 
C)  the researcher selects the easiest population members from which to obtain information 
D)  the population is divided into mutually exclusive groups and random samples are drawn from each group 
E)  the researcher finds and interviews a prescribed number of people in each of several categories 
A)  every member of the population has a known and equal chance of selection 
B)  the population is divided into mutually exclusive groups (such as blocks), and the researcher draws a sample of the groups to interview 
C)  the researcher selects the easiest population members from which to obtain information 
D)  the population is divided into mutually exclusive groups and random samples are drawn from each group 
E)  the researcher finds and interviews a prescribed number of people in each of several categories

Question 15

In a company, the job of a chief privacy officer (CPO) is to ________.

Accepted Answer

A)  ensure timely product deliveries 
B)  detect patent infringements and copyright violations 
C)  safeguard the privacy of a firm's customers 
D)  engage in niche marketing 
E)  safeguard the privacy of senior executives 
A)  ensure timely product deliveries 
B)  detect patent infringements and copyright violations 
C)  safeguard the privacy of a firm's customers 
D)  engage in niche marketing 
E)  safeguard the privacy of senior executives

Question 16

For international researchers, language is a primary obstacle.

Accepted Answer

A) True 
 B)False

Question 17

Describe the major contact methods used to collect information from respondents in market research.

Accepted Answer

Information can be collected by mail, te

Question 18

Why is it important for managers to define the problem and establish research objectives?

Accepted Answer

The statement of the problem and researc

Question 19

Customer relationship management (CRM) helps ________.

Accepted Answer

A)  firms monitor and minimize employee turnover 
B)  customers manage information about different sellers in the market 
C)  firms manage customer touch points to maximize customer loyalty 
D)  customers locate the best deals in the market 
E)  firms create artificial demand in the market 
A)  firms monitor and minimize employee turnover 
B)  customers manage information about different sellers in the market 
C)  firms manage customer touch points to maximize customer loyalty 
D)  customers locate the best deals in the market 
E)  firms create artificial demand in the market

Question 20

Diana, a senior marketing manager of a pizzeria in North Florida, is currently researching electronic collections of consumer information within the company network to arrive at crucial marketing decisions. In this instance, Diana is using ________.

Accepted Answer

A)  ethnographic research 
B)  internal databases 
C)  netnographic research 
D)  data warehouses 
E)  spatial databases 
A)  ethnographic research 
B)  internal databases 
C)  netnographic research 
D)  data warehouses 
E)  spatial databases

Which of the following is an example of an open-end question?

Which of the following refers to a nonprobability sample in which the researcher finds and interviews a prescribed number of people in each of several categories?

A(n) ________ is a segment of the population selected for marketing research to represent the population as a whole.

Which of the following is most likely true about international research?

What is observational research and when is it used?

How can researchers and managers arrive at the best interpretation of research findings?

Which of the following is true with regard to marketing research?

Which of the following is a disadvantage of using secondary data?

The real value of marketing research lies in the customer insights that it provides.

Secondary data consist of ________.

Which form of marketing research involves talking with people in their homes or offices, on the street, or in shopping malls?

Which of the following is true about Internet-based survey research?

In a simple random sample, ________.

In a company, the job of a chief privacy officer (CPO) is to ________.

For international researchers, language is a primary obstacle.

Describe the major contact methods used to collect information from respondents in market research.

Why is it important for managers to define the problem and establish research objectives?

Customer relationship management (CRM) helps ________.

Diana, a senior marketing manager of a pizzeria in North Florida, is currently researching electronic collections of consumer information within the company network to arrive at crucial marketing decisions. In this instance, Diana is using ________.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Consumer Markets and Consumer Buyer Behavior

Business Markets 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

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Exam 4: Managing Marketing Information to Gain Customer Insights

Which of the following is an example of an open-end question?

Which of the following refers to a nonprobability sample in which the researcher finds and interviews a prescribed number of people in each of several categories?

A(n) ________ is a segment of the population selected for marketing research to represent the population as a whole.

Which of the following is most likely true about international research?

What is observational research and when is it used?

How can researchers and managers arrive at the best interpretation of research findings?

Which of the following is true with regard to marketing research?

Which of the following is a disadvantage of using secondary data?

The real value of marketing research lies in the customer insights that it provides.

Secondary data consist of ________.

Which form of marketing research involves talking with people in their homes or offices, on the street, or in shopping malls?

Which of the following is true about Internet-based survey research?

In a simple random sample, ________.

In a company, the job of a chief privacy officer (CPO) is to ________.

For international researchers, language is a primary obstacle.

Describe the major contact methods used to collect information from respondents in market research.

Why is it important for managers to define the problem and establish research objectives?

Customer relationship management (CRM) helps ________.

Diana, a senior marketing manager of a pizzeria in North Florida, is currently researching electronic collections of consumer information within the company network to arrive at crucial marketing decisions. In this instance, Diana is using ________.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Consumer Markets and Consumer Buyer Behavior

Business Markets 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

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters