Question 1

List two benefits of using secondary data.

Accepted Answer

Secondary data can usually be obtained m

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is a disadvantage of online focus groups?

Accepted Answer

A)  Responses are not instantaneous. 
B)  Controlling the online sample is difficult. 
C)  Results take a long time to tabulate and analyze. 
D)  Facility, technology, and travel costs are very high. 
E)  Researchers are unable to view the sessions in real-time. 
A)  Responses are not instantaneous. 
B)  Controlling the online sample is difficult. 
C)  Results take a long time to tabulate and analyze. 
D)  Facility, technology, and travel costs are very high. 
E)  Researchers are unable to view the sessions in real-time.

Question 4

Experimental research is best suited for gathering ________ information.

Accepted Answer

A)  exploratory 
B)  causal 
C)  random 
D)  unstructured 
E)  descriptive 
A)  exploratory 
B)  causal 
C)  random 
D)  unstructured 
E)  descriptive

Question 5

An MIS user should most likely be able to ________.

Accepted Answer

A)  implement new technology 
B)  increase order requests 
C)  develop customer insights 
D)  analyze employee turnover 
E)  establish short-term objectives 
A)  implement new technology 
B)  increase order requests 
C)  develop customer insights 
D)  analyze employee turnover 
E)  establish short-term objectives

Question 6

What is the purpose of a data warehouse?

Accepted Answer

A)  to obtain secondary data and integrate it with primary data 
B)  to gather and integrate data in a central, accessible location 
C)  to interpret the data obtained 
D)  to prevent the theft of customer data 
E)  to identify and discard outdated data 
A)  to obtain secondary data and integrate it with primary data 
B)  to gather and integrate data in a central, accessible location 
C)  to interpret the data obtained 
D)  to prevent the theft of customer data 
E)  to identify and discard outdated data

Question 7

For international researchers, language is a primary obstacle.

Accepted Answer

A) True 
 B)False

Question 8

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 9

The objective of causal research is to ________.

Accepted Answer

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

Question 10

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 11

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 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.
-In this scenario, which of the following is an example of primary data?

Accepted Answer

A)  list of corporations obtained from the Chamber of Commerce 
B)  information obtained from competitors' pamphlets 
C)  data obtained from the surveys conducted in the 75 companies 
D)  information obtained from the Internet about current market trends 
E)  data obtained from competitors' Web sites 
A)  list of corporations obtained from the Chamber of Commerce 
B)  information obtained from competitors' pamphlets 
C)  data obtained from the surveys conducted in the 75 companies 
D)  information obtained from the Internet about current market trends 
E)  data obtained from competitors' Web sites

Question 13

Briefly explain the functions of a customer insights team.

Accepted Answer

Customer insights groups collect custome

Question 14

In ________ research, the objective is to gather preliminary information that will help define the problem and suggest hypotheses.

Accepted Answer

A)  exploratory 
B)  statistical 
C)  causal 
D)  analytic 
E)  descriptive 
A)  exploratory 
B)  statistical 
C)  causal 
D)  analytic 
E)  descriptive

Question 15

What is experimental research and when is it used?

Accepted Answer

Experimental research is best suited for

Question 16

Which of the following statements is true regarding competitive marketing intelligence?

Accepted Answer

A)  The advantage of using competitive marketing intelligence is negligible. 
B)  The goal of competitive marketing intelligence is to improve recruiting efforts. 
C)  Competitive marketing intelligence relies upon costly internal databases. 
D)  Competitive marketing intelligence relies upon publicly available information. 
E)  Companies using competitive marketing intelligence routinely ignore consumers' online chatter. 
A)  The advantage of using competitive marketing intelligence is negligible. 
B)  The goal of competitive marketing intelligence is to improve recruiting efforts. 
C)  Competitive marketing intelligence relies upon costly internal databases. 
D)  Competitive marketing intelligence relies upon publicly available information. 
E)  Companies using competitive marketing intelligence routinely ignore consumers' online chatter.

Question 17

What do marketers gain from gathering and analyzing information about customers and the needs and motivations of those customers?

Accepted Answer

To create value for customers and build

Question 18

Open-ended questions are especially useful in exploratory research.

Accepted Answer

A) True 
 B)False

Question 19

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 20

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

List two benefits of using secondary data.

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

Which of the following is a disadvantage of online focus groups?

Experimental research is best suited for gathering ________ information.

An MIS user should most likely be able to ________.

What is the purpose of a data warehouse?

For international researchers, language is a primary obstacle.

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?

The objective of causal research is to ________.

Commercial online databases are rich sources for obtaining ________.

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

Briefly explain the functions of a customer insights team.

In ________ research, the objective is to gather preliminary information that will help define the problem and suggest hypotheses.

What is experimental research and when is it used?

Which of the following statements is true regarding competitive marketing intelligence?

What do marketers gain from gathering and analyzing information about customers and the needs and motivations of those customers?

Open-ended questions are especially useful in exploratory research.

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

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

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

List two benefits of using secondary data.

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

Which of the following is a disadvantage of online focus groups?

Experimental research is best suited for gathering ________ information.

An MIS user should most likely be able to ________.

What is the purpose of a data warehouse?

For international researchers, language is a primary obstacle.

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?

The objective of causal research is to ________.

Commercial online databases are rich sources for obtaining ________.

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

Briefly explain the functions of a customer insights team.

In ________ research, the objective is to gather preliminary information that will help define the problem and suggest hypotheses.

What is experimental research and when is it used?

Which of the following statements is true regarding competitive marketing intelligence?

What do marketers gain from gathering and analyzing information about customers and the needs and motivations of those customers?

Open-ended questions are especially useful in exploratory research.

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

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

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