Question 1

Cultural differences,especially those involving language,can add to research costs in foreign markets and can increase the ________.

Accepted Answer

A) foreign trade 
B) risks of error 
C) response rate 
D) need for a larger sample 
E) reliance on primary data 
A) foreign trade 
B) risks of error 
C) response rate 
D) need for a larger sample 
E) reliance on primary data

Question 2

Which of the following is an example of a free online database that a company could access in order to develop marketing intelligence?

Accepted Answer

A) LexisNexis 
B) Dun and Bradstreet 
C) Australian Securities and Investments Commission's (ASI
C) database 
D) ProQuest 
E) None of the above. 
A) LexisNexis 
B) Dun and Bradstreet 
C) Australian Securities and Investments Commission's (ASI
C) database 
D) ProQuest 
E) None of the above.

Question 3

A marketing analyst is conducting research to determine consumers' personal grooming habits.Because of the personal nature of the survey questions about this topic,she wants to select the contact method that is most likely to encourage respondents to answer honestly.Which contact method should she select?

Accepted Answer

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

Question 4

Survey research is LEAST likely to be conducted through which of the following?

Accepted Answer

A) the Web 
B) the mail 
C) the telephone 
D) observation 
E) person-to-person interactions 
A) the Web 
B) the mail 
C) the telephone 
D) observation 
E) person-to-person interactions

Question 5

Ethnographic research ________.

Accepted Answer

A) comes from traditional focus groups 
B) is gathered from people in their 'natural habitat' 
C) provides secondary data 
D) is most popular in the service sector 
E) provides data to marketers when observation is impossible 
A) comes from traditional focus groups 
B) is gathered from people in their 'natural habitat' 
C) provides secondary data 
D) is most popular in the service sector 
E) provides data to marketers when observation is impossible

Question 6

According to your text,what are two current major public policy and ethical issues in marketing research?

Accepted Answer

A) child pornography and identifying sampling methods 
B) intrusions on consumer privacy and misuse of research findings 
C) misuse of research findings and locating valuable secondary data 
D) selling of personal information to other firms and online secondary data 
E) ethnography and the misinterpretation of it 
A) child pornography and identifying sampling methods 
B) intrusions on consumer privacy and misuse of research findings 
C) misuse of research findings and locating valuable secondary data 
D) selling of personal information to other firms and online secondary data 
E) ethnography and the misinterpretation of it

Question 7

To address concerns about the misuse of research study findings,several highly regarded marketing associations have developed ________.

Accepted Answer

A) customer relationship management guidelines 
B) behaviour targeting 'Do Not Track' lists 
C) chief privacy officer job descriptions 
D) codes of research ethics 
E) bans against using 'cookies' 
A) customer relationship management guidelines 
B) behaviour targeting 'Do Not Track' lists 
C) chief privacy officer job descriptions 
D) codes of research ethics 
E) bans against using 'cookies'

Question 8

Your marketing department is attempting to improve strategic decision making,track competitors' actions,and provide early warning of opportunities and threats.To achieve this goal,which of the following would be the best for the department to use?

Accepted Answer

A) internal databases 
B) external databases 
C) marketing intelligence 
D) the internet 
E) company reports only 
A) internal databases 
B) external databases 
C) marketing intelligence 
D) the internet 
E) company reports only

Question 9

Exploratory research is used to ________.

Accepted Answer

A) define the problem and identify hypotheses 
B) test hypotheses about cause-and-effect relationships 
C) gather preliminary information that will help define problems 
D) find information at the outset of the research process in an unstructured way 
E) quantify observations that produce insights unobtainable through other forms of research 
A) define the problem and identify hypotheses 
B) test hypotheses about cause-and-effect relationships 
C) gather preliminary information that will help define problems 
D) find information at the outset of the research process in an unstructured way 
E) quantify observations that produce insights unobtainable through other forms of research

Question 10

A major department store sends a trained observer to watch and interact with customers as they shop in store.This is an example of ________.

Accepted Answer

A) secondary research 
B) survey research 
C) ethnographic research 
D) experimental research 
E) descriptive research 
A) secondary research 
B) survey research 
C) ethnographic research 
D) experimental research 
E) descriptive research

Question 11

Many companies are now restructuring and renaming their marketing research and information functions.In their place,companies are creating ________.

Accepted Answer

customer i

Question 12

Marketing ________ is the function that links consumer,customer and public to the marketer through information that is used to identify and define marketing opportunities and problems.

Accepted Answer

The answer of Marketing ________ is the function that links...

Question 13

________ records can usually be obtained more quickly and cheaply than other information sources.

Accepted Answer

The answer of ________ records can usually be obtained more...

Question 14

Typically,customer information is buried deep in separate databases,plans and records of many different company functions and departments.To overcome such problems,which of the following should you try?

Accepted Answer

A) customer satisfaction measurement 
B) more sophisticated software 
C) customer relationship management 
D) a marketing information system 
E) decreased marketing intelligence 
A) customer satisfaction measurement 
B) more sophisticated software 
C) customer relationship management 
D) a marketing information system 
E) decreased marketing intelligence

Question 15

Consumers are most likely to willingly provide research information when researchers provide which of the following?

Accepted Answer

A) coupons 
B) social network membership 
C) value for the exchange 
D) prizes 
E) rebates 
A) coupons 
B) social network membership 
C) value for the exchange 
D) prizes 
E) rebates

Question 16

Major suppliers and resellers are not important sources of intelligence information for marketing decision making.

Accepted Answer

A) True 
 B)False

Question 17

Competitive marketing intelligence is confined to the collection and analysis of information about competitors but does not include information about consumers.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

The answer of Marketing ________ is the systematic collection and...

Question 19

Which of the steps in the marketing research process has been left out of the following list: defining the problems and research objectives,implementing the research plan,and interpreting and reporting the findings?

Accepted Answer

A) developing the research budget 
B) choosing the research agency 
C) choosing the research method 
D) developing the research plan 
E) comparing and contrasting primary and secondary data 
A) developing the research budget 
B) choosing the research agency 
C) choosing the research method 
D) developing the research plan 
E) comparing and contrasting primary and secondary data

Question 20

Videoconferencing and internet technology have changed how focus group interviews can be observed.

Accepted Answer

A) True 
 B)False

Cultural differences,especially those involving language,can add to research costs in foreign markets and can increase the ________.

Which of the following is an example of a free online database that a company could access in order to develop marketing intelligence?

Survey research is LEAST likely to be conducted through which of the following?

Ethnographic research ________.

According to your text,what are two current major public policy and ethical issues in marketing research?

To address concerns about the misuse of research study findings,several highly regarded marketing associations have developed ________.

Your marketing department is attempting to improve strategic decision making,track competitors' actions,and provide early warning of opportunities and threats.To achieve this goal,which of the following would be the best for the department to use?

Exploratory research is used to ________.

A major department store sends a trained observer to watch and interact with customers as they shop in store.This is an example of ________.

Many companies are now restructuring and renaming their marketing research and information functions.In their place,companies are creating ________.

Marketing ________ is the function that links consumer,customer and public to the marketer through information that is used to identify and define marketing opportunities and problems.

________ records can usually be obtained more quickly and cheaply than other information sources.

Typically,customer information is buried deep in separate databases,plans and records of many different company functions and departments.To overcome such problems,which of the following should you try?

Consumers are most likely to willingly provide research information when researchers provide which of the following?

Major suppliers and resellers are not important sources of intelligence information for marketing decision making.

Competitive marketing intelligence is confined to the collection and analysis of information about competitors but does not include information about consumers.

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

Which of the steps in the marketing research process has been left out of the following list: defining the problems and research objectives,implementing the research plan,and interpreting and reporting the findings?

Videoconferencing and internet technology have changed how focus group interviews can be observed.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analysing the Marketing Environment

Consumer Markets and Consumer Buyer Behaviour

Business Markets and Business Buyer Behaviour

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services and Brands: Building Customer Value

Developing New Products and Managing the Product

Pricing Strategies: Understanding and Capturing Customer Value

Additional Pricing Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Filters

Exam 4: Managing Marketing Information to Gain Customer Insights

Cultural differences,especially those involving language,can add to research costs in foreign markets and can increase the ________.

Which of the following is an example of a free online database that a company could access in order to develop marketing intelligence?

Survey research is LEAST likely to be conducted through which of the following?

Ethnographic research ________.

According to your text,what are two current major public policy and ethical issues in marketing research?

To address concerns about the misuse of research study findings,several highly regarded marketing associations have developed ________.

Your marketing department is attempting to improve strategic decision making,track competitors' actions,and provide early warning of opportunities and threats.To achieve this goal,which of the following would be the best for the department to use?

Exploratory research is used to ________.

A major department store sends a trained observer to watch and interact with customers as they shop in store.This is an example of ________.

Many companies are now restructuring and renaming their marketing research and information functions.In their place,companies are creating ________.

Marketing ________ is the function that links consumer,customer and public to the marketer through information that is used to identify and define marketing opportunities and problems.

________ records can usually be obtained more quickly and cheaply than other information sources.

Typically,customer information is buried deep in separate databases,plans and records of many different company functions and departments.To overcome such problems,which of the following should you try?

Consumers are most likely to willingly provide research information when researchers provide which of the following?

Major suppliers and resellers are not important sources of intelligence information for marketing decision making.

Competitive marketing intelligence is confined to the collection and analysis of information about competitors but does not include information about consumers.

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

Which of the steps in the marketing research process has been left out of the following list: defining the problems and research objectives,implementing the research plan,and interpreting and reporting the findings?

Videoconferencing and internet technology have changed how focus group interviews can be observed.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analysing the Marketing Environment

Consumer Markets and Consumer Buyer Behaviour

Business Markets and Business Buyer Behaviour

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services and Brands: Building Customer Value

Developing New Products and Managing the Product

Pricing Strategies: Understanding and Capturing Customer Value

Additional Pricing Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Filters