Question 1

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 2

Which of the following is an advantage of using an internal database?

Accepted Answer

A)  Data always remains current in internal databases. 
B)  Highly sophisticated equipment and techniques are not required for maintaining internal databases. 
C)  Internal databases can be accessed more quickly and cheaply than other information sources. 
D)  Internal databases require less maintenance efforts. 
E)  Information obtained from internal databases is almost always sufficient for making marketing decisions. 
A)  Data always remains current in internal databases. 
B)  Highly sophisticated equipment and techniques are not required for maintaining internal databases. 
C)  Internal databases can be accessed more quickly and cheaply than other information sources. 
D)  Internal databases require less maintenance efforts. 
E)  Information obtained from internal databases is almost always sufficient for making marketing decisions.

Question 3

Which of the following is true about customer relationship management (CRM)?

Accepted Answer

A)  Data mining has limited applicability in CRM activities. 
B)  Sophisticated analytical tools are sparingly used in CRM activities. 
C)  CRM reduces the number of customer touch points. 
D)  CRM aims to maximize customer loyalty. 
E)  CRM enables firms to compare various product and service categories. 
A)  Data mining has limited applicability in CRM activities. 
B)  Sophisticated analytical tools are sparingly used in CRM activities. 
C)  CRM reduces the number of customer touch points. 
D)  CRM aims to maximize customer loyalty. 
E)  CRM enables firms to compare various product and service categories.

Question 4

Which of the following types of research would be best suited for understanding the attitudes of consumers who buy a particular brand of soft drink?

Accepted Answer

A)  internal research 
B)  descriptive research 
C)  causal research 
D)  exploratory research 
E)  demographic research 
A)  internal research 
B)  descriptive research 
C)  causal research 
D)  exploratory research 
E)  demographic research

Question 5

A(n) ________ consists of people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers use the information to generate and validate actionable customer and market insights.

Accepted Answer

A)  enterprise planning system 
B)  enterprise information system 
C)  marketing information system 
D)  corporate performance management 
E)  geographic information system 
A)  enterprise planning system 
B)  enterprise information system 
C)  marketing information system 
D)  corporate performance management 
E)  geographic information system

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

________ research involves observing customers in a natural context on the Internet.

Accepted Answer

A)  Causal 
B)  Netnography 
C)  Survey 
D)  Ethnographic 
E)  Geomarketing 
A)  Causal 
B)  Netnography 
C)  Survey 
D)  Ethnographic 
E)  Geomarketing

Question 8

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 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

Refer to the scenario below to answer the following question(s).
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.
-Internal information is almost always sufficient for making marketing decisions.

Accepted Answer

A) True 
 B)False

Question 11

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

Question 12

Refer to the scenario below to answer the following question(s).
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.
-Data ages quickly.

Accepted Answer

A) True 
 B)False

Question 13

Briefly compare the different types of research approaches for gathering primary data.

Accepted Answer

Research approaches for gathering primar

Question 14

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 15

Refer to the scenario below to answer the following question(s).
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.
-If Jason used mostly open-ended questions in the survey to encourage people to answer in their own words, he is performing ________ research.

Accepted Answer

A)  focus group 
B)  qualitative 
C)  experiential 
D)  causal 
E)  exploratory 
A)  focus group 
B)  qualitative 
C)  experiential 
D)  causal 
E)  exploratory

Question 16

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 17

How can a company manage information on specific customers more effectively?

Accepted Answer

Many companies are now turning to custom

Question 18

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 19

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

Accepted Answer

Findings can be interpreted in different

Question 20

Causal research involves sending observers to watch and interact with consumers in their natural environments.

Accepted Answer

A) True 
 B)False

For international researchers, ________ is the most obvious obstacle.

Which of the following is an advantage of using an internal database?

Which of the following is true about customer relationship management (CRM)?

Which of the following types of research would be best suited for understanding the attitudes of consumers who buy a particular brand of soft drink?

A(n) ________ consists of people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers use the information to generate and validate actionable customer and market insights.

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

________ research involves observing customers in a natural context on the Internet.

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

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

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?

Briefly compare the different types of research approaches for gathering primary data.

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

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?

How can a company manage information on specific customers more effectively?

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

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

Causal research involves sending observers to watch and interact with consumers in their natural environments.

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Consumer Markets and 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

Engaging Customers and Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Exam 4: Managing Marketing Information to Gain Customer Insights

For international researchers, ________ is the most obvious obstacle.

Which of the following is an advantage of using an internal database?

Which of the following is true about customer relationship management (CRM)?

Which of the following types of research would be best suited for understanding the attitudes of consumers who buy a particular brand of soft drink?

A(n) ________ consists of people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers use the information to generate and validate actionable customer and market insights.

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

________ research involves observing customers in a natural context on the Internet.

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

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

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?

Briefly compare the different types of research approaches for gathering primary data.

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

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?

How can a company manage information on specific customers more effectively?

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

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

Causal research involves sending observers to watch and interact with consumers in their natural environments.

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Consumer Markets and 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

Engaging Customers and Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters