Question 1

The ability to reach respondents is a major concern in international marketing research.

Accepted Answer

A) True 
 B)False

Question 2

Interpretation of market research data should be the responsibility of the researchers,not the marketing managers.

Accepted Answer

A) True 
 B)False

Question 3

Choose the statement that is NOT a typical consumer concern about intrusion on consumer privacy.

Accepted Answer

A)  Sophisticated researchers probe our deepest feelings. 
B)  Marketers use personal information to manipulate our buying. 
C)  Marketers build huge databases full of personal information. 
D)  Marketers make too many products and services, creating unnecessary consumer wants. 
E)  Protecting personal information is increasingly important. 
A)  Sophisticated researchers probe our deepest feelings. 
B)  Marketers use personal information to manipulate our buying. 
C)  Marketers build huge databases full of personal information. 
D)  Marketers make too many products and services, creating unnecessary consumer wants. 
E)  Protecting personal information is increasingly important.

Question 4

Mary is conducting research to determine consumers' personal grooming habits.Because of the personal nature of the survey questions about this topic,Mary wants to select the contact method that is most likely to encourage respondents to answer honestly and that will allow her to easily collect large amounts of data.Which contact method should she select?

Accepted Answer

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

Question 5

Describe the basic marketing research process.

Accepted Answer

The marketing research process involves

Question 6

Which method would a marketing researcher most likely use to obtain information that people are unwilling or unable to provide?

Accepted Answer

A)  observational 
B)  survey 
C)  questionnaire 
D)  focus group 
E)  personal interview 
A)  observational 
B)  survey 
C)  questionnaire 
D)  focus group 
E)  personal interview

Question 7

Which of the following statements is NOT true regarding information collected for marketers?

Accepted Answer

A)  Many managers lack information of the right kind. 
B)  Most managers do not need more information. 
C)  Most managers need better information. 
D)  Many managers are burdened by data overload. 
E)  Managers have enough of the right information. 
A)  Many managers lack information of the right kind. 
B)  Most managers do not need more information. 
C)  Most managers need better information. 
D)  Many managers are burdened by data overload. 
E)  Managers have enough of the right information.

Question 8

Diana Ho is currently researching data sources from within her company to make marketing decisions.Diana is making use of ________ databases.

Accepted Answer

A)  online 
B)  internal 
C)  external 
D)  public 
E)  search service 
A)  online 
B)  internal 
C)  external 
D)  public 
E)  search service

Question 9

The real value of marketing research and information lies not in quantity but in the customer insights provided.

Accepted Answer

A) True 
 B)False

Question 10

In the second step of the marketing research process,research objectives should be translated into specific ________.

Accepted Answer

A)  marketing goals 
B)  information needs 
C)  dollar amounts 
D)  research methods 
E)  information sources 
A)  marketing goals 
B)  information needs 
C)  dollar amounts 
D)  research methods 
E)  information sources

Question 11

Which of the following provides those within the company ready access to company research information,stored reports,shared work documents,contact information for employees and other stakeholders,and more?

Accepted Answer

A)  an intranet 
B)  an extranet 
C)  the Internet 
D)  marketing research 
E)  marketing intelligence 
A)  an intranet 
B)  an extranet 
C)  the Internet 
D)  marketing research 
E)  marketing intelligence

Question 12

Which form of data below can usually be obtained more quickly and at a lower cost than the others?

Accepted Answer

A)  primary 
B)  survey research 
C)  experimental research 
D)  secondary 
E)  observational research 
A)  primary 
B)  survey research 
C)  experimental research 
D)  secondary 
E)  observational research

Question 13

The most common research instrument used is the ________.

Accepted Answer

A)  mechanical device 
B)  live interviewer 
C)  questionnaire 
D)  focus group 
E)  people meter 
A)  mechanical device 
B)  live interviewer 
C)  questionnaire 
D)  focus group 
E)  people meter

Question 14

When ZIBA designers looking for ideas on how to craft a shower-cleaning tool spent 10 days in people's homes,watching consumers wash shower stalls,they were conducting ________ research.

Accepted Answer

A)  survey 
B)  experimental 
C)  secondary 
D)  ethnographic 
E)  personal 
A)  survey 
B)  experimental 
C)  secondary 
D)  ethnographic 
E)  personal

Question 15

AMF Research Group must guard against problems during the implementation phase of marketing research for its clients.Which of the following is NOT a problem that should be anticipated during this phase?

Accepted Answer

A)  contacting respondents 
B)  respondents who give biased answers 
C)  interviewers who take shortcuts 
D)  interpreting and reporting the findings 
E)  interviewers who make mistakes 
A)  contacting respondents 
B)  respondents who give biased answers 
C)  interviewers who take shortcuts 
D)  interpreting and reporting the findings 
E)  interviewers who make mistakes

Question 16

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

Accepted Answer

A)  mail 
B)  telephone 
C)  Internet surveys 
D)  online panels 
E)  personal 
A)  mail 
B)  telephone 
C)  Internet surveys 
D)  online panels 
E)  personal

Question 17

Researchers generally need to ask three questions when developing a sampling plan.Which of the questions below is one of these three?

Accepted Answer

A)  Who should be left out of the sample (sampling exclusion)? 
B)  How should we contact the sample (sampling approach)? 
C)  Why should respondents be selected (sampling justification)? 
D)  How should participants be chosen (sampling procedure)? 
E)  none of the above 
A)  Who should be left out of the sample (sampling exclusion)? 
B)  How should we contact the sample (sampling approach)? 
C)  Why should respondents be selected (sampling justification)? 
D)  How should participants be chosen (sampling procedure)? 
E)  none of the above

Question 18

Which form of marketing research is flexible,allows for explanation of difficult questions,and lends itself to showing products and advertisements?

Accepted Answer

A)  individual interviewing 
B)  Internet surveys 
C)  telephone surveys 
D)  ethnographic research 
E)  observational research 
A)  individual interviewing 
B)  Internet surveys 
C)  telephone surveys 
D)  ethnographic research 
E)  observational research

Question 19

Why has consumer resentment toward marketing research been growing?

Accepted Answer

More individuals are wary of the invasio

Question 20

Why would survey research be a better approach than observation research when attempting to assess customer satisfaction?

Accepted Answer

Survey research is more effective than o

The ability to reach respondents is a major concern in international marketing research.

Interpretation of market research data should be the responsibility of the researchers,not the marketing managers.

Choose the statement that is NOT a typical consumer concern about intrusion on consumer privacy.

Describe the basic marketing research process.

Which method would a marketing researcher most likely use to obtain information that people are unwilling or unable to provide?

Which of the following statements is NOT true regarding information collected for marketers?

Diana Ho is currently researching data sources from within her company to make marketing decisions.Diana is making use of ________ databases.

The real value of marketing research and information lies not in quantity but in the customer insights provided.

In the second step of the marketing research process,research objectives should be translated into specific ________.

Which of the following provides those within the company ready access to company research information,stored reports,shared work documents,contact information for employees and other stakeholders,and more?

Which form of data below can usually be obtained more quickly and at a lower cost than the others?

The most common research instrument used is the ________.

When ZIBA designers looking for ideas on how to craft a shower-cleaning tool spent 10 days in people's homes,watching consumers wash shower stalls,they were conducting ________ research.

AMF Research Group must guard against problems during the implementation phase of marketing research for its clients.Which of the following is NOT a problem that should be anticipated during this phase?

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

Researchers generally need to ask three questions when developing a sampling plan.Which of the questions below is one of these three?

Which form of marketing research is flexible,allows for explanation of difficult questions,and lends itself to showing products and advertisements?

Why has consumer resentment toward marketing research been growing?

Why would survey research be a better approach than observation research when attempting to assess customer satisfaction?

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

The ability to reach respondents is a major concern in international marketing research.

Interpretation of market research data should be the responsibility of the researchers,not the marketing managers.

Choose the statement that is NOT a typical consumer concern about intrusion on consumer privacy.

Describe the basic marketing research process.

Which method would a marketing researcher most likely use to obtain information that people are unwilling or unable to provide?

Which of the following statements is NOT true regarding information collected for marketers?

Diana Ho is currently researching data sources from within her company to make marketing decisions.Diana is making use of ________ databases.

The real value of marketing research and information lies not in quantity but in the customer insights provided.

In the second step of the marketing research process,research objectives should be translated into specific ________.

Which of the following provides those within the company ready access to company research information,stored reports,shared work documents,contact information for employees and other stakeholders,and more?

Which form of data below can usually be obtained more quickly and at a lower cost than the others?

The most common research instrument used is the ________.

When ZIBA designers looking for ideas on how to craft a shower-cleaning tool spent 10 days in people's homes,watching consumers wash shower stalls,they were conducting ________ research.

AMF Research Group must guard against problems during the implementation phase of marketing research for its clients.Which of the following is NOT a problem that should be anticipated during this phase?

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

Researchers generally need to ask three questions when developing a sampling plan.Which of the questions below is one of these three?

Which form of marketing research is flexible,allows for explanation of difficult questions,and lends itself to showing products and advertisements?

Why has consumer resentment toward marketing research been growing?

Why would survey research be a better approach than observation research when attempting to assess customer satisfaction?

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