Question 1

While collecting sensitive customer data, market researchers should adhere to all of the following guidelines EXCEPT ________.

Accepted Answer

A)  asking only for the information needed 
B)  using information responsibly to provide value 
C)  providing respondents with the research firm's contact information 
D)  sharing information without the customer's authorization 
E)  explaining to respondents how the information will be used 
A)  asking only for the information needed 
B)  using information responsibly to provide value 
C)  providing respondents with the research firm's contact information 
D)  sharing information without the customer's authorization 
E)  explaining to respondents how the information will be used

Question 2

In CRM, ________ techniques are used to sort through data and locate useful findings about customers.

Accepted Answer

A)  data warehousing 
B)  data mining 
C)  niche marketing 
D)  data conservancy 
E)  mass marketing 
A)  data warehousing 
B)  data mining 
C)  niche marketing 
D)  data conservancy 
E)  mass marketing

Question 3

For international researchers, ________ is the most obvious obstacle.

Accepted Answer

A)  language 
B)  technology 
C)  infrastructure 
D)  motivation 
E)  political risk 
A)  language 
B)  technology 
C)  infrastructure 
D)  motivation 
E)  political risk

Question 4

Customer information is buried deep in the separate databases and records of different company departments. To overcome such problems, many companies are now turning to ________ to manage detailed information about individual customers.

Accepted Answer

A)  neuromarketing 
B)  customer needs marketing 
C)  customer relationship management 
D)  ethnographic research 
E)  netnography research 
A)  neuromarketing 
B)  customer needs marketing 
C)  customer relationship management 
D)  ethnographic research 
E)  netnography research

Question 5

Which of the following refers to a probability sample in which the population is divided into mutually exclusive groups (such as blocks), and the researcher draws a sample of the groups to interview?

Accepted Answer

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

Question 6

Which of the following is most likely an advantage of survey research?

Accepted Answer

A)  The flexibility of survey research is high; it can be used to obtain many different kinds of information in many different situations. 
B)  Survey research allows researchers to observe respondents closely in their natural environments. 
C)  The chances of getting dishonest feedback are almost negligible with survey research. 
D)  The attitudes and motives of the customers can be easily determined through survey research. 
E)  The data gathered in survey research is impartial and free from bias as the surveys are done in-person to evaluate consumer behavior. 
A)  The flexibility of survey research is high; it can be used to obtain many different kinds of information in many different situations. 
B)  Survey research allows researchers to observe respondents closely in their natural environments. 
C)  The chances of getting dishonest feedback are almost negligible with survey research. 
D)  The attitudes and motives of the customers can be easily determined through survey research. 
E)  The data gathered in survey research is impartial and free from bias as the surveys are done in-person to evaluate consumer behavior.

Question 7

Refer to the scenario below to answer the following questions.
Jason West, owner of A1 Cleaning, started his enterprise in 2001. Jason's primary focus had been on office cleaning for large corporations. But in recent months, Jason has seen a decline in demand for his office cleaning services. Surprisingly, the competitive environment appeared relatively stable with no new competitors. However, Jason knew that office cleaning was a high-frequency service that is usually performed daily; therefore, competitors must have been doing something to attract his customers. Building a competitive advantage seemed to be the only option to offset competition. But as Jason pondered over his dilemma, he realized that prior to building his competitive advantage he needed to better understand how customers assessed service quality and what they look for in a superior cleaning service.
Jason developed a research plan. First, he gathered information about his competitors, primarily through pamphlets and Web sites, as well as through a few phone calls in order to find out exactly what the competitors offered in their cleaning packages. In addition, Jason obtained from the Chamber of Commerce an updated list of local corporations. He planned on sending written questionnaires to them.
Though the list of corporations contained 141 local company names, Jason chose to survey 75 of them. To better understand customer service expectations between both small and large corporations, Jason divided his surveys into two categories. The survey questions were designed to extract specific data from respondents with regard to service quality expectations in correlation to service frequency and price.
Jason awaited the results. Though his primary focus had been on large corporations, he was flexible and would aim his efforts differently if needed.
-In this scenario, which of the following is representative of competitive marketing intelligence?

Accepted Answer

A)  formulating a research plan 
B)  collecting data about competitors 
C)  sending mail questionnaires to focus groups 
D)  creating competitive advantage 
E)  consolidating core competencies 
A)  formulating a research plan 
B)  collecting data about competitors 
C)  sending mail questionnaires to focus groups 
D)  creating competitive advantage 
E)  consolidating core competencies

Question 8

Which of the following is most likely a disadvantage of focus group interviewing?

Accepted Answer

A)  Focus group interviewing does not connect secondary data with primary data. 
B)  Focus group interviewing is less flexible compared to mail questionnaires. 
C)  Consumers in focus groups are always open and honest about their real feelings, behaviors, and intentions in front of other people. 
D)  Focus group interviewing involves small samples to keep time and costs down, which makes it hard to generalize from the results. 
E)  The moderator in a focus group interview has poor control over the group of respondents. 
A)  Focus group interviewing does not connect secondary data with primary data. 
B)  Focus group interviewing is less flexible compared to mail questionnaires. 
C)  Consumers in focus groups are always open and honest about their real feelings, behaviors, and intentions in front of other people. 
D)  Focus group interviewing involves small samples to keep time and costs down, which makes it hard to generalize from the results. 
E)  The moderator in a focus group interview has poor control over the group of respondents.

Question 9

An obvious disadvantage of using CRM is its ineffectiveness in pinpointing high-value customers.

Accepted Answer

A) True 
 B)False

Question 10

Describe the three decisions involved in designing a sample.

Accepted Answer

Designing the sample requires three deci

Question 11

Internal databases usually can be accessed more quickly and cheaply than other information sources.

Accepted Answer

A) True 
 B)False

Question 12

After a research instrument is selected, the next step in the marketing research process is to ________.

Accepted Answer

A)  select a sampling method 
B)  interpret the research findings 
C)  implement the research plan 
D)  evaluate alternatives 
E)  select a research approach 
A)  select a sampling method 
B)  interpret the research findings 
C)  implement the research plan 
D)  evaluate alternatives 
E)  select a research approach

Question 13

________ consists of inviting 6 to 10 people to meet with a trained moderator to talk about a product, service, or organization.

Accepted Answer

A)  Telephone interviewing 
B)  Individual interviewing 
C)  A mail questionnaire 
D)  An online survey 
E)  Focus group interviewing 
A)  Telephone interviewing 
B)  Individual interviewing 
C)  A mail questionnaire 
D)  An online survey 
E)  Focus group interviewing

Question 14

Refer to the scenario below to answer the following questions.
Jason West, owner of A1 Cleaning, started his enterprise in 2001. Jason's primary focus had been on office cleaning for large corporations. But in recent months, Jason has seen a decline in demand for his office cleaning services. Surprisingly, the competitive environment appeared relatively stable with no new competitors. However, Jason knew that office cleaning was a high-frequency service that is usually performed daily; therefore, competitors must have been doing something to attract his customers. Building a competitive advantage seemed to be the only option to offset competition. But as Jason pondered over his dilemma, he realized that prior to building his competitive advantage he needed to better understand how customers assessed service quality and what they look for in a superior cleaning service.
Jason developed a research plan. First, he gathered information about his competitors, primarily through pamphlets and Web sites, as well as through a few phone calls in order to find out exactly what the competitors offered in their cleaning packages. In addition, Jason obtained from the Chamber of Commerce an updated list of local corporations. He planned on sending written questionnaires to them.
Though the list of corporations contained 141 local company names, Jason chose to survey 75 of them. To better understand customer service expectations between both small and large corporations, Jason divided his surveys into two categories. The survey questions were designed to extract specific data from respondents with regard to service quality expectations in correlation to service frequency and price.
Jason awaited the results. Though his primary focus had been on large corporations, he was flexible and would aim his efforts differently if needed.
-Of the 141 companies on the list, Jason chose to survey only 75 of them. He sent surveys to both small as well as large companies. If Jason selected survey recipients randomly from two mutually exclusive groups comprising of small and large companies respectively, he most likely used a ________.

Accepted Answer

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

Question 15

Ursula Williams owns a small publishing company in Utah and has a very restrictive budget for the market research she currently needs to conduct. She requires a large sample size for her research in order to arrive at insightful conclusions. Additionally, she wants to have excellent control over her sample. Keeping in mind her restrictive budget and other specifications, which of the following methods of contact would you advise Ursula to use?

Accepted Answer

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

Question 16

A management information system (MIS) assesses information needs, develops needed information, and helps decision makers use the information.

Accepted Answer

A) True 
 B)False

Question 17

Joe Kerry, owner of a small bakery, wants to obtain marketing insights to improve his business. Joe has a limited budget and would like to gather free secondary data. What is the best option for Joe?

Accepted Answer

A)  mail questionnaires 
B)  focus group interviews 
C)  Internet search engines 
D)  personal interviews 
E)  commercial online databases 
A)  mail questionnaires 
B)  focus group interviews 
C)  Internet search engines 
D)  personal interviews 
E)  commercial online databases

Question 18

Data ages quickly.

Accepted Answer

A) True 
 B)False

Question 19

Commercial online databases are rich sources for obtaining ________.

Accepted Answer

A)  primary data 
B)  secondary data 
C)  customer insights 
D)  low-level data 
E)  binary data 
A)  primary data 
B)  secondary data 
C)  customer insights 
D)  low-level data 
E)  binary data

Question 20

Discuss how small businesses and not-for-profit organizations can obtain market insights economically.

Accepted Answer

Small businesses and not-for-profit orga

While collecting sensitive customer data, market researchers should adhere to all of the following guidelines EXCEPT ________.

In CRM, ________ techniques are used to sort through data and locate useful findings about customers.

For international researchers, ________ is the most obvious obstacle.

Customer information is buried deep in the separate databases and records of different company departments. To overcome such problems, many companies are now turning to ________ to manage detailed information about individual customers.

Which of the following refers to a probability sample in which the population is divided into mutually exclusive groups (such as blocks), and the researcher draws a sample of the groups to interview?

Which of the following is most likely an advantage of survey research?

Which of the following is most likely a disadvantage of focus group interviewing?

An obvious disadvantage of using CRM is its ineffectiveness in pinpointing high-value customers.

Describe the three decisions involved in designing a sample.

Internal databases usually can be accessed more quickly and cheaply than other information sources.

After a research instrument is selected, the next step in the marketing research process is to ________.

________ consists of inviting 6 to 10 people to meet with a trained moderator to talk about a product, service, or organization.

A management information system (MIS) assesses information needs, develops needed information, and helps decision makers use the information.

Joe Kerry, owner of a small bakery, wants to obtain marketing insights to improve his business. Joe has a limited budget and would like to gather free secondary data. What is the best option for Joe?

Data ages quickly.

Commercial online databases are rich sources for obtaining ________.

Discuss how small businesses and not-for-profit organizations can obtain market insights economically.

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

While collecting sensitive customer data, market researchers should adhere to all of the following guidelines EXCEPT ________.

In CRM, ________ techniques are used to sort through data and locate useful findings about customers.

For international researchers, ________ is the most obvious obstacle.

Customer information is buried deep in the separate databases and records of different company departments. To overcome such problems, many companies are now turning to ________ to manage detailed information about individual customers.

Which of the following refers to a probability sample in which the population is divided into mutually exclusive groups (such as blocks), and the researcher draws a sample of the groups to interview?

Which of the following is most likely an advantage of survey research?

Which of the following is most likely a disadvantage of focus group interviewing?

An obvious disadvantage of using CRM is its ineffectiveness in pinpointing high-value customers.

Describe the three decisions involved in designing a sample.

Internal databases usually can be accessed more quickly and cheaply than other information sources.

After a research instrument is selected, the next step in the marketing research process is to ________.

________ consists of inviting 6 to 10 people to meet with a trained moderator to talk about a product, service, or organization.

A management information system (MIS) assesses information needs, develops needed information, and helps decision makers use the information.

Joe Kerry, owner of a small bakery, wants to obtain marketing insights to improve his business. Joe has a limited budget and would like to gather free secondary data. What is the best option for Joe?

Data ages quickly.

Commercial online databases are rich sources for obtaining ________.

Discuss how small businesses and not-for-profit organizations can obtain market insights economically.

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