Exam 4: Managing Marketing Information to Gain Customer Insights

You want to find out whether Australians between 21 and 40 years of age tend to vote Labor and whether Australians between 41 and 70 tend to vote Liberal.You will most likely use a ________ to collect your data.

A marketing research agency is organising marketing research in Central American countries for a large Australian corporation that is interested in expanding into these markets.The survey it is using was written in English and then translated into Spanish for response by Spanish-speaking respondents.Which of the following is it most important for the agency to do before administering this questionnaire to a sample of the market?

Studies involving a small number of individuals,such as focus groups or in-depth one-on-one interviews,are known as ________ research.

Despite the data glut that marketing managers receive,they frequently complain that they lack ________.

ABC Company has decided to use mail questionnaires to collect data.Management recognises this method has all the following advantages EXCEPT which one?

________ research involves the gathering of primary data by asking people questions about their knowledge,attitudes,preferences and buying behaviour.

A fast food chain came out with a new hamburger and released it initially in two different cities with two different price points.Its marketers then analysed the different levels of purchases made at the two different price points,planning on using the information to set a nationwide price for the new offering.This is an example of ________.

Marketing researchers can conduct their own searches of secondary data sources by using commercial online databases.

Data age quickly,so keeping the database current requires dedicated resources.

Marketing managers today need not just more information,but ________ information.

Which of the following contact methods is generally the least flexible?

The real value of a company's marketing research and information system lies in how it is used-in the ________.

A company that is investigating the possibility of entering multiple international markets,plans research in 30 different countries.Upon which of the following is she LEAST likely to rely?

Faced with determined competitive marketing intelligence efforts by competitors,most companies are now doing which of the following?

Marketing information is only valuable when it is used to ________.

The major advantage of survey research is its ________.

Studies involving a lot of people and utilising statistical tools and techniques are known as ________ research.

Your firm faces determined marketing intelligence efforts by competitors.Managers are likely to instruct employees on how to take steps to protect information.

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

Data that consists of information that already exists somewhere and was collected for an alternate purpose is known as ________ data.