Question 1

Online focus group interviewing is a ________ research tool for gaining insights into consumer thoughts and feelings.

Accepted Answer

A)  causal 
B)  secondary 
C)  qualitatitve 
D)  quantitative 
E)  competitive 
A)  causal 
B)  secondary 
C)  qualitatitve 
D)  quantitative 
E)  competitive

Question 2

Which type of research would be best suited for identifying which demographic groups prefer diet soft drinks and why they have this preference?

Accepted Answer

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

Question 3

ABC Interior Designs wants to collect research data using mechanical devices..The three typical methods are video cameras,checkout scanners,and Internet surveys.

Accepted Answer

A) True 
 B)False

Question 4

________ is the systematic design,collection,analysis,and reporting of data relevant to a specific marketing situation facing an organization.

Accepted Answer

A)  The marketing information system 
B)  Competitive marketing intelligence 
C)  Marketing research 
D)  Competitive marketing research 
E)  Causal research 
A)  The marketing information system 
B)  Competitive marketing intelligence 
C)  Marketing research 
D)  Competitive marketing research 
E)  Causal research

Question 5

When do marketers need marketing research?

Accepted Answer

Marketing research becomes imp

Question 6

Refer to the scenario below to answer the following questions.
Jason Tan, owner of Initial Cleaning Services, began his enterprise in 2001. Jason's primary focus had been on office cleaning for large corporations. But in recent months Jason has seen a decline in demand for office cleaning. Surprisingly, the competitive environment appears relatively stable with no new competitors. However, Jason understands that office cleaning is a high-frequency service that is usually performed daily; therefore, competitors must be doing something to attract his customers. Building a competitive advantage seems to be the only option to offset competition. But as Jason pondered his dilemma, he realized that, prior to building his competitive advantage, he needed to better understand how customers assess service quality and what they are looking for in a superior cleaning service. Jason developed a research plan. First, he gathered competitor information-primarily through pamphlets, but also from a few phone calls-to find out exactly what competitors offer in their cleaning packages. In addition, Jason obtained from the Registrar of Companies an updated list of local corporations to which he would send a short survey. Though the list of corporations contained 141 local company names, Jason chose to survey 75 of them. To better understand customer service expectations between both small and large corporations, Jason divided his surveys into two categories. The survey questions were designed to extract specific data from respondents with regard to service quality expectations in correlation to service frequency and price. Jason awaited the results. Though his primary focus had been on large corporations, he was flexible at this point to aim his efforts differently if needed.
-What triggered Jason's recognition that he needed marketing research?

Accepted Answer

Jason first recognized that demand was s

Question 7

This systematic collection and analysis of publicly available information about competitors and developments in the marketing environment is very useful.What is it called?

Accepted Answer

A)  Marketing data 
B)  Competitive marketing intelligence 
C)  Web Master 
D)  Sales and sales management 
E)  Secondary data 
A)  Marketing data 
B)  Competitive marketing intelligence 
C)  Web Master 
D)  Sales and sales management 
E)  Secondary data

Question 8

Which of the following is NOT considered a source of competitive marketing intelligence?

Accepted Answer

A)  suppliers 
B)  resellers 
C)  key customers 
D)  causal research 
E)  activities of competitors 
A)  suppliers 
B)  resellers 
C)  key customers 
D)  causal research 
E)  activities of competitors

Question 9

A marketing information system (MIS)consists of people and procedures to assess information needs,________,and help decision makers analyze and use the information.

Accepted Answer

A)  experiment to develop information 
B)  test market the information 
C)  develop the needed information 
D)  critique the needed information 
E)  question the needed information 
A)  experiment to develop information 
B)  test market the information 
C)  develop the needed information 
D)  critique the needed information 
E)  question the needed information

Question 10

Jenny operates a dress shop in a local mall.Her research budget is very small,so what works very well for her is to change the themes in her local newspaper and watch the result.She is using ________ to gather data for marketing decisions.

Accepted Answer

A)  informal surveys 
B)  experimental research 
C)  guess work 
D)  ethnographic research 
E)  secondary sources 
A)  informal surveys 
B)  experimental research 
C)  guess work 
D)  ethnographic research 
E)  secondary sources

Question 11

What is the purpose of a data warehouse?

Accepted Answer

A)  to organize internal and external data by relevance 
B)  to gather and integrate information a company already has 
C)  to interpret data 
D)  to analyze data 
E)  to identify and discard outdated data 
A)  to organize internal and external data by relevance 
B)  to gather and integrate information a company already has 
C)  to interpret data 
D)  to analyze data 
E)  to identify and discard outdated data

Question 12

Nathan Goh owns a regional chain of electronic stores.Before expanding nationwide,Nathan is conducting marketing research to determine the best options for opening new stores.He plans to start by collecting secondary data.Which of the following is NOT a source of secondary data that Nathan might use?

Accepted Answer

A)  Nielsen databases 
B)  Millward Brown databases 
C)  online questionnaires 
D)  Web search engines 
E)  local chambers of commerce 
A)  Nielsen databases 
B)  Millward Brown databases 
C)  online questionnaires 
D)  Web search engines 
E)  local chambers of commerce

Question 13

A successful CRM program can be expected to help a company achieve all of the following EXCEPT ________.

Accepted Answer

A)  providing higher levels of customer service 
B)  developing deeper customer relationships 
C)  creating offers tailored to specific customer requirements 
D)  understanding the competition better 
E)  understanding how to better build the marketing mix 
A)  providing higher levels of customer service 
B)  developing deeper customer relationships 
C)  creating offers tailored to specific customer requirements 
D)  understanding the competition better 
E)  understanding how to better build the marketing mix

Question 14

Which of the following is the best advice about creating research questionnaires?

Accepted Answer

A)  Use simple and direct language. 
B)  Questions should not be arranged in any particular order. 
C)  Ask difficult questions in the beginning to "weed out" uninterested respondents. 
D)  Ask personal questions in the middle of the instrument. 
E)  Avoid any personal questions that may make some respondents uncomfortable. 
A)  Use simple and direct language. 
B)  Questions should not be arranged in any particular order. 
C)  Ask difficult questions in the beginning to "weed out" uninterested respondents. 
D)  Ask personal questions in the middle of the instrument. 
E)  Avoid any personal questions that may make some respondents uncomfortable.

Question 15

Survey research,though used to obtain many kinds of information in a variety of situations,is best suited for gathering ________ information.

Accepted Answer

A)  interpersonal 
B)  causal 
C)  exploratory 
D)  descriptive 
E)  creative 
A)  interpersonal 
B)  causal 
C)  exploratory 
D)  descriptive 
E)  creative

Question 16

In CRM,________ techniques are used to sift through data and dig out interesting findings about customers.

Accepted Answer

A)  data warehousing 
B)  data mining 
C)  customer strategy 
D)  customer loyalty management 
E)  value network 
A)  data warehousing 
B)  data mining 
C)  customer strategy 
D)  customer loyalty management 
E)  value network

Question 17

Larger samples typically are more expensive but do not provide more reliable results.

Accepted Answer

A) True 
 B)False

Question 18

You have decided to use only closed-ended questions on your survey.Which of the following questions would NOT be found on your survey?

Accepted Answer

A)  Do you like chocolate? 
B)  What is your gender? 
C)  Do you work full-time or part-time? 
D)  What do you like about your teacher? 
E)  In which month do you plant your garden? 
A)  Do you like chocolate? 
B)  What is your gender? 
C)  Do you work full-time or part-time? 
D)  What do you like about your teacher? 
E)  In which month do you plant your garden?

Question 19

Open-ended survey questions are particularly useful in exploratory research.

Accepted Answer

A) True 
 B)False

Question 20

Discuss several ways in which smaller organizations can use marketing research techniques at little or no expense.

Accepted Answer

Small organizations can use the same mar

Online focus group interviewing is a ________ research tool for gaining insights into consumer thoughts and feelings.

Which type of research would be best suited for identifying which demographic groups prefer diet soft drinks and why they have this preference?

ABC Interior Designs wants to collect research data using mechanical devices..The three typical methods are video cameras,checkout scanners,and Internet surveys.

________ is the systematic design,collection,analysis,and reporting of data relevant to a specific marketing situation facing an organization.

When do marketers need marketing research?

This systematic collection and analysis of publicly available information about competitors and developments in the marketing environment is very useful.What is it called?

Which of the following is NOT considered a source of competitive marketing intelligence?

A marketing information system (MIS)consists of people and procedures to assess information needs,________,and help decision makers analyze and use the information.

Jenny operates a dress shop in a local mall.Her research budget is very small,so what works very well for her is to change the themes in her local newspaper and watch the result.She is using ________ to gather data for marketing decisions.

What is the purpose of a data warehouse?

A successful CRM program can be expected to help a company achieve all of the following EXCEPT ________.

Which of the following is the best advice about creating research questionnaires?

Survey research,though used to obtain many kinds of information in a variety of situations,is best suited for gathering ________ information.

In CRM,________ techniques are used to sift through data and dig out interesting findings about customers.

Larger samples typically are more expensive but do not provide more reliable results.

You have decided to use only closed-ended questions on your survey.Which of the following questions would NOT be found on your survey?

Open-ended survey questions are particularly useful in exploratory research.

Discuss several ways in which smaller organizations can use marketing research techniques at little or no expense.

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

Online focus group interviewing is a ________ research tool for gaining insights into consumer thoughts and feelings.

Which type of research would be best suited for identifying which demographic groups prefer diet soft drinks and why they have this preference?

ABC Interior Designs wants to collect research data using mechanical devices..The three typical methods are video cameras,checkout scanners,and Internet surveys.

________ is the systematic design,collection,analysis,and reporting of data relevant to a specific marketing situation facing an organization.

When do marketers need marketing research?

This systematic collection and analysis of publicly available information about competitors and developments in the marketing environment is very useful.What is it called?

Which of the following is NOT considered a source of competitive marketing intelligence?

A marketing information system (MIS)consists of people and procedures to assess information needs,________,and help decision makers analyze and use the information.

Jenny operates a dress shop in a local mall.Her research budget is very small,so what works very well for her is to change the themes in her local newspaper and watch the result.She is using ________ to gather data for marketing decisions.

What is the purpose of a data warehouse?

A successful CRM program can be expected to help a company achieve all of the following EXCEPT ________.

Which of the following is the best advice about creating research questionnaires?

Survey research,though used to obtain many kinds of information in a variety of situations,is best suited for gathering ________ information.

In CRM,________ techniques are used to sift through data and dig out interesting findings about customers.

Larger samples typically are more expensive but do not provide more reliable results.

You have decided to use only closed-ended questions on your survey.Which of the following questions would NOT be found on your survey?

Open-ended survey questions are particularly useful in exploratory research.

Discuss several ways in which smaller organizations can use marketing research techniques at little or no expense.

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