Question 1

Secondary data consists of information ________.

Accepted Answer

A)  that already exists somewhere but is outdated 
B)  that does not currently exist in an organized form 
C)  that already exists but was collected for a different purpose 
D)  used by competitors 
E)  that researchers can only obtain through surveys and observation 
A)  that already exists somewhere but is outdated 
B)  that does not currently exist in an organized form 
C)  that already exists but was collected for a different purpose 
D)  used by competitors 
E)  that researchers can only obtain through surveys and observation

Question 2

In general,marketers must weigh carefully the costs of additional information against the ________ resulting from it.

Accepted Answer

A)  organization 
B)  benefits 
C)  creativity 
D)  ethical issues 
E)  cost 
A)  organization 
B)  benefits 
C)  creativity 
D)  ethical issues 
E)  cost

Question 3

Why is it important for the definition of the problem and the research objectives to guide the entire research process?

Accepted Answer

The specific nature of the problem and t

Question 4

Observational research is best suited for gathering ________ information.

Accepted Answer

A)  exploratory 
B)  causal 
C)  dependent 
D)  secondary 
E)  competitive 
A)  exploratory 
B)  causal 
C)  dependent 
D)  secondary 
E)  competitive

Question 5

Most marketers today believe they still lack a sufficient quantity of research data to make high-quality decisions.

Accepted Answer

A) True 
 B)False

Question 6

Your colleague is confused about using the marketing research process,as he knows that something is wrong but is not sure of the specific causes to investigate.He seems to be having problems with ________,which is often the hardest step to take.

Accepted Answer

A)  developing the research plan 
B)  determining a research approach 
C)  defining the problem and research objectives 
D)  selecting a research agency to help 
E)  C and D 
A)  developing the research plan 
B)  determining a research approach 
C)  defining the problem and research objectives 
D)  selecting a research agency to help 
E)  C and D

Question 7

Which of the following is LEAST likely to be a benefit of conducting marketing research?

Accepted Answer

A)  assessing market potential and market share 
B)  understanding customer satisfaction and purchase behavior 
C)  measuring the effectiveness of pricing and accounting 
D)  measuring the effectiveness of distribution and promotion activities 
E)  understanding customer motivation 
A)  assessing market potential and market share 
B)  understanding customer satisfaction and purchase behavior 
C)  measuring the effectiveness of pricing and accounting 
D)  measuring the effectiveness of distribution and promotion activities 
E)  understanding customer motivation

Question 8

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

Accepted Answer

A)  The advantage of using competitive marketing intelligence is negligible. 
B)  All competitive marketing intelligence is available for free. 
C)  Competitive marketing intelligence relies upon privately held information. 
D)  Competitive marketing intelligence relies upon publicly available information. 
E)  Competitive marketing intelligence gathering is more focused on gaining insights into consumers' activities than competitors' activities. 
A)  The advantage of using competitive marketing intelligence is negligible. 
B)  All competitive marketing intelligence is available for free. 
C)  Competitive marketing intelligence relies upon privately held information. 
D)  Competitive marketing intelligence relies upon publicly available information. 
E)  Competitive marketing intelligence gathering is more focused on gaining insights into consumers' activities than competitors' activities.

Question 9

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

Accepted Answer

A)  exploratory 
B)  descriptive 
C)  causal 
D)  primary 
E)  secondary 
A)  exploratory 
B)  descriptive 
C)  causal 
D)  primary 
E)  secondary

Question 10

Which step in the four-step 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 11

Which of the following is NOT an advantage of Web-based research?

Accepted Answer

A)  speed 
B)  low costs 
C)  almost instantaneous results 
D)  control over who respondents are 
E)  ease of administration 
A)  speed 
B)  low costs 
C)  almost instantaneous results 
D)  control over who respondents are 
E)  ease of administration

Question 12

Which of the following is NOT an observation method to gather market research?

Accepted Answer

A)  observe vehicle and pedestrian traffic 
B)  monitor competitors' advertising from local media 
C)  evaluate how many and what kind of customers they currently have 
D)  call banking customers to obtain feedback on service 
E)  visit and socialize with competitors 
A)  observe vehicle and pedestrian traffic 
B)  monitor competitors' advertising from local media 
C)  evaluate how many and what kind of customers they currently have 
D)  call banking customers to obtain feedback on service 
E)  visit and socialize with competitors

Question 13

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

Accepted Answer

A)  low cost per respondent 
B)  may encourage more honest answers 
C)  has an average response rate 
D)  no interviewer to bias respondents' answers 
E)  can collect large amounts of information 
A)  low cost per respondent 
B)  may encourage more honest answers 
C)  has an average response rate 
D)  no interviewer to bias respondents' answers 
E)  can collect large amounts of information

Question 14

Causal research is used to ________.

Accepted Answer

A)  test hypotheses about cause-and-effect relationships 
B)  gather preliminary information that will help define problems 
C)  uncover information in an unstructured way 
D)  describe marketing problems or situations 
E)  quantify observations that produce insights unobtainable through other forms of research 
A)  test hypotheses about cause-and-effect relationships 
B)  gather preliminary information that will help define problems 
C)  uncover information in an unstructured way 
D)  describe marketing problems or situations 
E)  quantify observations that produce insights unobtainable through other forms of research

Question 15

Which of the following statements regarding marketing intelligence is(are)true?

Accepted Answer

A)  Marketing intelligence is privately held information. 
B)  Much intelligence is difficult or impossible to collect. 
C)  All marketing intelligence is free. 
D)  Marketing intelligence is publicly available information. 
E)  B and D 
A)  Marketing intelligence is privately held information. 
B)  Much intelligence is difficult or impossible to collect. 
C)  All marketing intelligence is free. 
D)  Marketing intelligence is publicly available information. 
E)  B and D

Question 16

Explain why exploratory research,descriptive research,or causal research would be the best method for determining whether shoppers in the Midwest are more sensitive to a price increase for laundry soap than shoppers on the East Coast are.

Accepted Answer

Causal research would be most important

Question 17

What is a major drawback of probability sampling?

Accepted Answer

A)  It can be time consuming. 
B)  The sampling error cannot be measured. 
C)  The most difficult population from which to obtain information is chosen. 
D)  Everyone has an equal chance of selection. 
E)  Marketers must rely on the judgment of the researcher in respondent selection. 
A)  It can be time consuming. 
B)  The sampling error cannot be measured. 
C)  The most difficult population from which to obtain information is chosen. 
D)  Everyone has an equal chance of selection. 
E)  Marketers must rely on the judgment of the researcher in respondent selection.

Question 18

Michael is a customer service agent for a national car rental business.He has access to the company's intranet,which provides access to research information,stored reports,shared work documents,contact information for employees and customers' records.Which of the following is this access most likely to enable Michael to do during interactions with customers?

Accepted Answer

A)  analyze primary data 
B)  use data mining techniques 
C)  share information with value-network partners 
D)  customers' background and past purchases 
E)  evaluate marketing intelligence 
A)  analyze primary data 
B)  use data mining techniques 
C)  share information with value-network partners 
D)  customers' background and past purchases 
E)  evaluate marketing intelligence

Question 19

Today,marketing managers view marketing information not only as an input for making internal decisions but also as an input for external partners.

Accepted Answer

A) True 
 B)False

Question 20

Explain the common problems that international marketing researchers encounter.

Accepted Answer

International researchers deal with less

Secondary data consists of information ________.

In general,marketers must weigh carefully the costs of additional information against the ________ resulting from it.

Why is it important for the definition of the problem and the research objectives to guide the entire research process?

Observational research is best suited for gathering ________ information.

Most marketers today believe they still lack a sufficient quantity of research data to make high-quality decisions.

Your colleague is confused about using the marketing research process,as he knows that something is wrong but is not sure of the specific causes to investigate.He seems to be having problems with ________,which is often the hardest step to take.

Which of the following is LEAST likely to be a benefit of conducting marketing research?

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

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

Which step in the four-step 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?

Which of the following is NOT an advantage of Web-based research?

Which of the following is NOT an observation method to gather market research?

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

Causal research is used to ________.

Which of the following statements regarding marketing intelligence is(are)true?

Explain why exploratory research,descriptive research,or causal research would be the best method for determining whether shoppers in the Midwest are more sensitive to a price increase for laundry soap than shoppers on the East Coast are.

What is a major drawback of probability sampling?

Today,marketing managers view marketing information not only as an input for making internal decisions but also as an input for external partners.

Explain the common problems that international marketing researchers encounter.

Marketing: Managing Profitable Customer Relationships

Company and Marketing Strategy: Partnering to Build

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 Products: Understanding and Capturing Customer Value

Pricing Products: Pricing Strategies

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing

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

Secondary data consists of information ________.

In general,marketers must weigh carefully the costs of additional information against the ________ resulting from it.

Why is it important for the definition of the problem and the research objectives to guide the entire research process?

Observational research is best suited for gathering ________ information.

Most marketers today believe they still lack a sufficient quantity of research data to make high-quality decisions.

Your colleague is confused about using the marketing research process,as he knows that something is wrong but is not sure of the specific causes to investigate.He seems to be having problems with ________,which is often the hardest step to take.

Which of the following is LEAST likely to be a benefit of conducting marketing research?

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

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

Which step in the four-step 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?

Which of the following is NOT an advantage of Web-based research?

Which of the following is NOT an observation method to gather market research?

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

Causal research is used to ________.

Which of the following statements regarding marketing intelligence is(are)true?

Explain why exploratory research,descriptive research,or causal research would be the best method for determining whether shoppers in the Midwest are more sensitive to a price increase for laundry soap than shoppers on the East Coast are.

What is a major drawback of probability sampling?

Today,marketing managers view marketing information not only as an input for making internal decisions but also as an input for external partners.

Explain the common problems that international marketing researchers encounter.

Marketing: Managing Profitable Customer Relationships

Company and Marketing Strategy: Partnering to Build

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 Products: Understanding and Capturing Customer Value

Pricing Products: Pricing Strategies

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing

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