Question 1

In marketing research,managers often start with ________ research and later follow with ________ research.

Accepted Answer

A)  exploratory; descriptive or causal 
B)  descriptive; secondary or commercial 
C)  descriptive; exploratory or secondary 
D)  causal; descriptive or exploratory 
E)  causal; exploratory or secondary 
A)  exploratory; descriptive or causal 
B)  descriptive; secondary or commercial 
C)  descriptive; exploratory or secondary 
D)  causal; descriptive or exploratory 
E)  causal; exploratory or secondary

Question 2

This online community allows company-selected consumers to complete product-related polls,chat with product developers,and provide insight about specific products.

Accepted Answer

A)  online experiment 
B)  custom social network 
C)  Internet survey 
D)  immersion focus group 
E)  expert panel 
A)  online experiment 
B)  custom social network 
C)  Internet survey 
D)  immersion focus group 
E)  expert panel

Question 3

Which of the following has the highest rating for speed of data collection and compilation?

Accepted Answer

A)  open-ended questionnaires 
B)  personal interviews 
C)  mail surveys 
D)  Internet surveys 
E)  ethnographic research 
A)  open-ended questionnaires 
B)  personal interviews 
C)  mail surveys 
D)  Internet surveys 
E)  ethnographic research

Question 4

You have just identified the "touch points" of the 400 best customers in your database.At this point,you want to manage detailed information about each of them to maximize customer loyalty.You should use customer relationship management (CRM).

Accepted Answer

A) True 
 B)False

Question 5

What are two major public policy and ethical issues in marketing research?

Accepted Answer

A)  Child pornography and spam. 
B)  Intrusions on consumer privacy and misuse of research findings. 
C)  Misuse of research findings and spam. 
D)  Selling of personal information to other firms and intrusions on consumer privacy. 
E)  Ethnography and the misinterpretation of it. 
A)  Child pornography and spam. 
B)  Intrusions on consumer privacy and misuse of research findings. 
C)  Misuse of research findings and spam. 
D)  Selling of personal information to other firms and intrusions on consumer privacy. 
E)  Ethnography and the misinterpretation of it.

Question 6

Carls Jr.came out with a new hamburger and released it in two different Asian cities with two different price points.Marketers at Carls Jr.then analyzed the different levels of purchase made at the two different price points,planning on using the information to help them set a nationwide price for the new offering.This is an example of ________.

Accepted Answer

A)  observational research 
B)  behavioral research 
C)  qualitative research 
D)  experimental research 
E)  survey research 
A)  observational research 
B)  behavioral research 
C)  qualitative research 
D)  experimental research 
E)  survey research

Question 7

Marketing information from which type of database usually can be accessed more quickly and cheaply than other information sources?

Accepted Answer

A)  external 
B)  online 
C)  purchased 
D)  internal 
E)  local 
A)  external 
B)  online 
C)  purchased 
D)  internal 
E)  local

Question 8

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

Accepted Answer

A)  selecting a sampling method 
B)  interpreting the findings 
C)  implementing the research plan 
D)  collecting secondary data 
E)  selecting a research approach 
A)  selecting a sampling method 
B)  interpreting the findings 
C)  implementing the research plan 
D)  collecting secondary data 
E)  selecting a research approach

Question 9

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

Accepted Answer

A)  Marketing data 
B)  Competitive marketing intelligence 
C)  Sales management 
D)  Customer intelligence 
E)  Value chain management 
A)  Marketing data 
B)  Competitive marketing intelligence 
C)  Sales management 
D)  Customer intelligence 
E)  Value chain management

Question 10

Focus groups use no interviewer to bias the answers,may produce more honest answers,and can be used to collect large amounts of data at a low cost per respondent.

Accepted Answer

A) True 
 B)False

Question 11

A researcher who wants to calculate confidence limits for sampling error would use nonprobability samples.

Accepted Answer

A) True 
 B)False

Question 12

Too much marketing information can be as problematic as too little.

Accepted Answer

A) True 
 B)False

Question 13

You are trying to determine whether retired people drink more coffee at McDonald's during lunch than they do during dinner.Why is observation research NOT effective in this scenario?

Accepted Answer

It is difficult to d

Question 14

Your assistant wants to use secondary data exclusively for the current research project.You advise him that the use of secondary data has some potential problems.Which of the following is NOT one of them?

Accepted Answer

A)  It may not exist. 
B)  It may not be relevant. 
C)  It is generally more expensive to obtain than primary data. 
D)  It may not be current. 
E)  It may not be impartial. 
A)  It may not exist. 
B)  It may not be relevant. 
C)  It is generally more expensive to obtain than primary data. 
D)  It may not be current. 
E)  It may not be impartial.

Question 15

Best Denki sends a trained observer to watch and interact with customers as they shop in a Best Denki.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 16

When you glean information from your company's accounting and sales records stored in the company's computer system,you are developing an internal database.

Accepted Answer

A) True 
 B)False

Question 17

Tammy has a limited budget for the market research she needs to conduct; however,the sample size for her research is quite large.Which of the following methods of contact would provide Tammy with the most cost-effective way to reach a large sample of potential customers?

Accepted Answer

A)  telephone surveys 
B)  personal interviews 
C)  Internet surveys 
D)  mail surveys 
E)  focus group interviews 
A)  telephone surveys 
B)  personal interviews 
C)  Internet surveys 
D)  mail surveys 
E)  focus group interviews

Question 18

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

Accepted Answer

A)  expand management's job 
B)  identify a target market 
C)  please shareholders 
D)  increase efficiencies in the supply chain 
E)  make better marketing decisions 
A)  expand management's job 
B)  identify a target market 
C)  please shareholders 
D)  increase efficiencies in the supply chain 
E)  make better marketing decisions

Question 19

What is the first step in the marketing research process?

Accepted Answer

A)  developing a marketing information system 
B)  defining the problem and research objectives 
C)  developing the research plan for collecting information 
D)  implementing the research plan 
E)  hiring an outside research specialist 
A)  developing a marketing information system 
B)  defining the problem and research objectives 
C)  developing the research plan for collecting information 
D)  implementing the research plan 
E)  hiring an outside research specialist

Question 20

Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings.However,if the sample size is too small,it is likely to be difficult to ________.

Accepted Answer

A)  find enough secondary data to support the findings 
B)  orchestrate cooperation among participants 
C)  encourage honest responses to questions 
D)  generalize from the results 
E)  develop a nonprobability sample 
A)  find enough secondary data to support the findings 
B)  orchestrate cooperation among participants 
C)  encourage honest responses to questions 
D)  generalize from the results 
E)  develop a nonprobability sample

In marketing research,managers often start with research and later follow with research.

This online community allows company-selected consumers to complete product-related polls,chat with product developers,and provide insight about specific products.

Which of the following has the highest rating for speed of data collection and compilation?

You have just identified the "touch points" of the 400 best customers in your database.At this point,you want to manage detailed information about each of them to maximize customer loyalty.You should use customer relationship management (CRM).

What are two major public policy and ethical issues in marketing research?

Marketing information from which type of database usually can be accessed more quickly and cheaply than other information sources?

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

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

Focus groups use no interviewer to bias the answers,may produce more honest answers,and can be used to collect large amounts of data at a low cost per respondent.

A researcher who wants to calculate confidence limits for sampling error would use nonprobability samples.

Too much marketing information can be as problematic as too little.

You are trying to determine whether retired people drink more coffee at McDonald's during lunch than they do during dinner.Why is observation research NOT effective in this scenario?

Your assistant wants to use secondary data exclusively for the current research project.You advise him that the use of secondary data has some potential problems.Which of the following is NOT one of them?

Best Denki sends a trained observer to watch and interact with customers as they shop in a Best Denki.This is an example of ________.

When you glean information from your company's accounting and sales records stored in the company's computer system,you are developing an internal database.

Tammy has a limited budget for the market research she needs to conduct; however,the sample size for her research is quite large.Which of the following methods of contact would provide Tammy with the most cost-effective way to reach a large sample of potential customers?

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

What is the first step in the marketing research process?

Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings.However,if the sample size is too small,it is likely to be difficult to ________.

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

In marketing research,managers often start with ________ research and later follow with ________ research.

This online community allows company-selected consumers to complete product-related polls,chat with product developers,and provide insight about specific products.

Which of the following has the highest rating for speed of data collection and compilation?

You have just identified the "touch points" of the 400 best customers in your database.At this point,you want to manage detailed information about each of them to maximize customer loyalty.You should use customer relationship management (CRM).

What are two major public policy and ethical issues in marketing research?

Marketing information from which type of database usually can be accessed more quickly and cheaply than other information sources?

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

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

Focus groups use no interviewer to bias the answers,may produce more honest answers,and can be used to collect large amounts of data at a low cost per respondent.

A researcher who wants to calculate confidence limits for sampling error would use nonprobability samples.

Too much marketing information can be as problematic as too little.

You are trying to determine whether retired people drink more coffee at McDonald's during lunch than they do during dinner.Why is observation research NOT effective in this scenario?

Your assistant wants to use secondary data exclusively for the current research project.You advise him that the use of secondary data has some potential problems.Which of the following is NOT one of them?

Best Denki sends a trained observer to watch and interact with customers as they shop in a Best Denki.This is an example of ________.

When you glean information from your company's accounting and sales records stored in the company's computer system,you are developing an internal database.

Tammy has a limited budget for the market research she needs to conduct; however,the sample size for her research is quite large.Which of the following methods of contact would provide Tammy with the most cost-effective way to reach a large sample of potential customers?

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

What is the first step in the marketing research process?

Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings.However,if the sample size is too small,it is likely to be difficult to ________.

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

In marketing research,managers often start with research and later follow with research.