Question 1

Which of the following is true with regard to gathering secondary data?

Accepted Answer

A)  Gathering secondary data involves costly fees to government agencies. 
B)  Commercial online databases contain primary rather than secondary data. 
C)  Internet search engines can be useful sources of relevant secondary data. 
D)  It is illegal for firms to purchase secondary data from outside suppliers. 
E)  Secondary data eliminates the need for primary data in most cases. 
A)  Gathering secondary data involves costly fees to government agencies. 
B)  Commercial online databases contain primary rather than secondary data. 
C)  Internet search engines can be useful sources of relevant secondary data. 
D)  It is illegal for firms to purchase secondary data from outside suppliers. 
E)  Secondary data eliminates the need for primary data in most cases.

Question 2

Why do some consumers resent marketing research?

Accepted Answer

Although some consumers actually enjoy b

Question 3

In collecting primary data, marketing researchers have a choice of two main research instruments, ________.

Accepted Answer

A)  reference books and journals 
B)  questionnaires and mechanical devices 
C)  social networks and internal databases 
D)  commercial online databases and search engines 
E)  open-source directories and blogs 
A)  reference books and journals 
B)  questionnaires and mechanical devices 
C)  social networks and internal databases 
D)  commercial online databases and search engines 
E)  open-source directories and blogs

Question 4

The research plan ________.

Accepted Answer

A)  provides comprehensive marketing intelligence about competitors 
B)  outlines sources of existing data and spells out the specific research approaches 
C)  does not include sampling plans 
D)  does not include contact methods 
E)  precedes the definition of research objectives 
A)  provides comprehensive marketing intelligence about competitors 
B)  outlines sources of existing data and spells out the specific research approaches 
C)  does not include sampling plans 
D)  does not include contact methods 
E)  precedes the definition of research objectives

Question 5

Which of the following is the objective of causal research?

Accepted Answer

A)  to test hypotheses about cause-and-effect relationships 
B)  to gather preliminary information that will help suggest hypotheses 
C)  to describe things, such as the market potential for a product 
D)  to assign a cause to a seemingly random event 
E)  to predict the effect of a random event on unrelated entities 
A)  to test hypotheses about cause-and-effect relationships 
B)  to gather preliminary information that will help suggest hypotheses 
C)  to describe things, such as the market potential for a product 
D)  to assign a cause to a seemingly random event 
E)  to predict the effect of a random event on unrelated entities

Question 6

Which of the following questions is an example of a closed-end question?

Accepted Answer

A)  Why do you think some people are more comfortable taking risks than others? 
B)  How can I improve my presentation skills? 
C)  Why do you think a single vote makes a difference? 
D)  Would you like to try our new ice cream flavor? 
E)  What is the best way to prevent weeds in a garden? 
A)  Why do you think some people are more comfortable taking risks than others? 
B)  How can I improve my presentation skills? 
C)  Why do you think a single vote makes a difference? 
D)  Would you like to try our new ice cream flavor? 
E)  What is the best way to prevent weeds in a garden?

Question 7

Which of the following contact methods is the most cost-effective?

Accepted Answer

A)  telephone interviews 
B)  individual interviews 
C)  in-depth interviews 
D)  online surveys 
E)  group interviews 
A)  telephone interviews 
B)  individual interviews 
C)  in-depth interviews 
D)  online surveys 
E)  group interviews

Question 8

________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.

Accepted Answer

A)  Data warehousing 
B)  Competitive marketing intelligence 
C)  SWOT analysis 
D)  Ethnographic research 
E)  Customer relationship management 
A)  Data warehousing 
B)  Competitive marketing intelligence 
C)  SWOT analysis 
D)  Ethnographic research 
E)  Customer relationship management

Question 9

Jake Adams works for a marketing research firm and is currently conducting research for a company that wants to investigate multiple international markets for the possibility of expansion. Internet-based survey research would be the most attractive research option for Jake if his client ________.

Accepted Answer

A)  places a high emphasis on speed 
B)  requires a small sample size 
C)  places a high emphasis on following intrusive research methods 
D)  wants to exercise full control over the online sample 
E)  places a high emphasis on ethnographic research 
A)  places a high emphasis on speed 
B)  requires a small sample size 
C)  places a high emphasis on following intrusive research methods 
D)  wants to exercise full control over the online sample 
E)  places a high emphasis on ethnographic research

Question 10

Neuromarketing involves measuring brain activity to learn how consumers feel and respond.

Accepted Answer

A) True 
 B)False

Question 11

With the recent explosion of information technologies, ________.

Accepted Answer

A)  most marketing managers are overloaded with data and often overwhelmed by it 
B)  most marketing managers are concerned solely about the duplication of content 
C)  companies have ceased to feel the need for marketing information systems 
D)  companies have ceased to maintain internal databases 
E)  it has become more difficult and expensive to obtain primary data 
A)  most marketing managers are overloaded with data and often overwhelmed by it 
B)  most marketing managers are concerned solely about the duplication of content 
C)  companies have ceased to feel the need for marketing information systems 
D)  companies have ceased to maintain internal databases 
E)  it has become more difficult and expensive to obtain primary data

Question 12

Identify three ways that companies can collect secondary data.

Accepted Answer

Companies can buy secondary data from ou

Question 13

A successful CRM program is expected to help a company achieve all of the following EXCEPT ________.

Accepted Answer

A)  provide higher levels of customer service 
B)  develop deeper customer relationships 
C)  create offers tailored to meet specific customer requirements 
D)  understand the competition better 
E)  pin-point high value customers and cross-sell products 
A)  provide higher levels of customer service 
B)  develop deeper customer relationships 
C)  create offers tailored to meet specific customer requirements 
D)  understand the competition better 
E)  pin-point high value customers and cross-sell products

Question 14

Which of the following refers to a marketing intelligence technique?

Accepted Answer

A)  interviewing customers randomly 
B)  increasing the annual budget for R&D 
C)  investing heavily on primary research 
D)  implementing product diversification 
E)  benchmarking competitors' products 
A)  interviewing customers randomly 
B)  increasing the annual budget for R&D 
C)  investing heavily on primary research 
D)  implementing product diversification 
E)  benchmarking competitors' products

Question 15

Which of the following is an advantage of telephone interviews?

Accepted Answer

A)  They are more cost-effective than mail questionnaires. 
B)  Interviewer bias is absent. 
C)  The quantity of data collected is greater compared to personal interviewing. 
D)  The speed with which data is collected is high. 
E)  Response rates tend to be higher than those of mail questionnaires. 
A)  They are more cost-effective than mail questionnaires. 
B)  Interviewer bias is absent. 
C)  The quantity of data collected is greater compared to personal interviewing. 
D)  The speed with which data is collected is high. 
E)  Response rates tend to be higher than those of mail questionnaires.

Question 16

While looking for ideas on how to craft a user-friendly dishwasher, the designers of a dishwasher-manufacturing company spent 10 days observing people use their dishwashers in their homes. In this instance, the designers were conducting a(n) ________.

Accepted Answer

A)  survey research 
B)  experimental research 
C)  quantitative marketing research 
D)  ethnographic research 
E)  causal research 
A)  survey research 
B)  experimental research 
C)  quantitative marketing research 
D)  ethnographic research 
E)  causal research

Question 17

Marketers can obtain information from internal data and from competitive marketing intelligence. Compare and contrast the two sources of information.

Accepted Answer

Internal databases refer to electronic c

Question 18

An MIS is used to ________.

Accepted Answer

A)  generate product interest 
B)  develop marketing plans 
C)  identify demographic trends 
D)  assess information needs 
E)  test hypotheses about cause-and-effect relationships 
A)  generate product interest 
B)  develop marketing plans 
C)  identify demographic trends 
D)  assess information needs 
E)  test hypotheses about cause-and-effect relationships

Question 19

Marketing researchers can conduct their own searches of secondary data sources by using mail questionnaires and interviewing individuals.

Accepted Answer

A) True 
 B)False

Question 20

Most major companies have now appointed a chief privacy officer (CPO), whose job is to safeguard the privacy of the companies in the international business environment.

Accepted Answer

A) True 
 B)False

Which of the following is true with regard to gathering secondary data?

Why do some consumers resent marketing research?

In collecting primary data, marketing researchers have a choice of two main research instruments, ________.

The research plan ________.

Which of the following is the objective of causal research?

Which of the following questions is an example of a closed-end question?

Which of the following contact methods is the most cost-effective?

________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.

Jake Adams works for a marketing research firm and is currently conducting research for a company that wants to investigate multiple international markets for the possibility of expansion. Internet-based survey research would be the most attractive research option for Jake if his client ________.

Neuromarketing involves measuring brain activity to learn how consumers feel and respond.

With the recent explosion of information technologies, ________.

Identify three ways that companies can collect secondary data.

A successful CRM program is expected to help a company achieve all of the following EXCEPT ________.

Which of the following refers to a marketing intelligence technique?

Which of the following is an advantage of telephone interviews?

While looking for ideas on how to craft a user-friendly dishwasher, the designers of a dishwasher-manufacturing company spent 10 days observing people use their dishwashers in their homes. In this instance, the designers were conducting a(n) ________.

Marketers can obtain information from internal data and from competitive marketing intelligence. Compare and contrast the two sources of information.

An MIS is used to ________.

Marketing researchers can conduct their own searches of secondary data sources by using mail questionnaires and interviewing individuals.

Most major companies have now appointed a chief privacy officer (CPO), whose job is to safeguard the privacy of the companies in the international business environment.

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 true with regard to gathering secondary data?

Why do some consumers resent marketing research?

In collecting primary data, marketing researchers have a choice of two main research instruments, ________.

The research plan ________.

Which of the following is the objective of causal research?

Which of the following questions is an example of a closed-end question?

Which of the following contact methods is the most cost-effective?

________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.

Jake Adams works for a marketing research firm and is currently conducting research for a company that wants to investigate multiple international markets for the possibility of expansion. Internet-based survey research would be the most attractive research option for Jake if his client ________.

Neuromarketing involves measuring brain activity to learn how consumers feel and respond.

With the recent explosion of information technologies, ________.

Identify three ways that companies can collect secondary data.

A successful CRM program is expected to help a company achieve all of the following EXCEPT ________.

Which of the following refers to a marketing intelligence technique?

Which of the following is an advantage of telephone interviews?

While looking for ideas on how to craft a user-friendly dishwasher, the designers of a dishwasher-manufacturing company spent 10 days observing people use their dishwashers in their homes. In this instance, the designers were conducting a(n) ________.

Marketers can obtain information from internal data and from competitive marketing intelligence. Compare and contrast the two sources of information.

An MIS is used to ________.

Marketing researchers can conduct their own searches of secondary data sources by using mail questionnaires and interviewing individuals.

Most major companies have now appointed a chief privacy officer (CPO), whose job is to safeguard the privacy of the companies in the international business environment.

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