Question 1

It is most accurate to say that secondary data are ________.

Accepted Answer

A)  collected mostly via surveys 
B)  more expensive to obtain than primary data 
C)  never purchased from outside suppliers 
D)  always necessary to support primary data 
E)  not always very usable 
A)  collected mostly via surveys 
B)  more expensive to obtain than primary data 
C)  never purchased from outside suppliers 
D)  always necessary to support primary data 
E)  not always very usable

Question 2

Good sources of competitive marketing intelligence include competitors' annual reports,business publications,trade show exhibits,press releases,advertisements,and Web pages.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is information gathered directly from respondents in order to specifically address a question at hand?

Accepted Answer

A)  competitive marketing intelligence 
B)  experimental hypotheses 
C)  primary data 
D)  secondary data 
E)  internal data 
A)  competitive marketing intelligence 
B)  experimental hypotheses 
C)  primary data 
D)  secondary data 
E)  internal data

Question 4

Firdaus has just discovered the major advantage of survey research.He reports to his supervisor that the advantage is its ________.

Accepted Answer

A)  flexibility 
B)  interactive design 
C)  ease of completion 
D)  understandability 
E)  simplicity 
A)  flexibility 
B)  interactive design 
C)  ease of completion 
D)  understandability 
E)  simplicity

Question 5

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.
-In what way(s)did Jason's project require descriptive data?

Accepted Answer

The primary descriptive data b

Question 6

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

Accepted Answer

A)  Why is voting important to you? 
B)  How many cars does your family own? 
C)  What is your best childhood memory? 
D)  Where did you spend your last vacation? 
E)  What are the most important qualities in a friend? 
A)  Why is voting important to you? 
B)  How many cars does your family own? 
C)  What is your best childhood memory? 
D)  Where did you spend your last vacation? 
E)  What are the most important qualities in a friend?

Question 7

Which of the following is NOT a disadvantage of telephone interviews?

Accepted Answer

A)  They are more expensive to conduct than mail questionnaires. 
B)  Interviewer bias is introduced. 
C)  Under time pressures, some interviewers might cheat. 
D)  Interviewers can explain some questions and probe more deeply on others. 
E)  Potential respondents may refuse to participate. 
A)  They are more expensive to conduct than mail questionnaires. 
B)  Interviewer bias is introduced. 
C)  Under time pressures, some interviewers might cheat. 
D)  Interviewers can explain some questions and probe more deeply on others. 
E)  Potential respondents may refuse to participate.

Question 8

Survey research,called the backbone of primary research,is the most widely used method for primary data collection and is best suited for gathering _____ information.

Accepted Answer

A)  personal 
B)  preference 
C)  attitude 
D)  descriptive 
E)  exploratory 
A)  personal 
B)  preference 
C)  attitude 
D)  descriptive 
E)  exploratory

Question 9

Explain the importance of information to the company and its understanding of the marketplace.

Accepted Answer

The marketing process starts with a comp

Question 10

The marketing information system is not limited to use by the company it serves.It may also provide information to _____.

Accepted Answer

A)  the government 
B)  external partners 
C)  various publics 
D)  competitors 
E)  none of the above 
A)  the government 
B)  external partners 
C)  various publics 
D)  competitors 
E)  none of the above

Question 11

A consumer is most likely to be paid a small fee for participating in which of the following?

Accepted Answer

A)  a telephone interview 
B)  a mail-in survey 
C)  an Internet survey 
D)  a focus group interview 
E)  an observational interview 
A)  a telephone interview 
B)  a mail-in survey 
C)  an Internet survey 
D)  a focus group interview 
E)  an observational interview

Question 12

What would a researcher need to know about drawing conclusions about large groups of consumers by studying a small sample of the total population?

Accepted Answer

First,it is imperative to determine who

Question 13

An effective MIS assesses information needs,develops needed information,and helps decision makers use the information.

Accepted Answer

A) True 
 B)False

Question 14

The real value of a company's marketing research and information system lies in the ________.

Accepted Answer

A)  amount of data it generates 
B)  variety of contact methods it uses 
C)  efficiency with which it completes studies 
D)  quality of customer insights it provides 
E)  marketing information system it follows 
A)  amount of data it generates 
B)  variety of contact methods it uses 
C)  efficiency with which it completes studies 
D)  quality of customer insights it provides 
E)  marketing information system it follows

Question 15

Typically,customer information is buried deep in separate databases,plans,and records of many different company functions and departments.To overcome such problems,which of the following should you try?

Accepted Answer

A)  customer satisfaction management 
B)  more sophisticated hardware 
C)  customer relationship management 
D)  decreased marketing intelligence 
E)  a marketing information system 
A)  customer satisfaction management 
B)  more sophisticated hardware 
C)  customer relationship management 
D)  decreased marketing intelligence 
E)  a marketing information system

Question 16

Ideally,a sample should be representative so that the researcher can make accurate estimates of the thoughts and behaviors of the larger population.

Accepted Answer

A) True 
 B)False

Question 17

Ethnographic research ________.

Accepted Answer

A)  comes from traditional focus groups 
B)  is gathered where people live and work 
C)  provides secondary data 
D)  is most popular in the service sector 
E)  provides data to marketers when observation is impossible 
A)  comes from traditional focus groups 
B)  is gathered where people live and work 
C)  provides secondary data 
D)  is most popular in the service sector 
E)  provides data to marketers when observation is impossible

Question 18

Hazel is conducting marketing research for a hotel seeking descriptive guest feedback.Which of the following is she MOST likely to rely on?

Accepted Answer

A)  personal interviews 
B)  translators 
C)  mail questionnaires 
D)  general feedback forms 
E)  telephone interviews 
A)  personal interviews 
B)  translators 
C)  mail questionnaires 
D)  general feedback forms 
E)  telephone interviews

Question 19

You want to observe how often consumers listen to music throughout their day and what different audio devices they use.You are also interested in how consumers store and access their own music collections.You should conduct ________ research.

Accepted Answer

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

Question 20

Marketers can obtain needed information from internal data,competitive marketing intelligence,and marketing research.Compare and contrast each of these.

Accepted Answer

Internal databases are built upon record

It is most accurate to say that secondary data are ________.

Good sources of competitive marketing intelligence include competitors' annual reports,business publications,trade show exhibits,press releases,advertisements,and Web pages.

Which of the following is information gathered directly from respondents in order to specifically address a question at hand?

Firdaus has just discovered the major advantage of survey research.He reports to his supervisor that the advantage is its ________.

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

Which of the following is NOT a disadvantage of telephone interviews?

Survey research,called the backbone of primary research,is the most widely used method for primary data collection and is best suited for gathering _____ information.

Explain the importance of information to the company and its understanding of the marketplace.

The marketing information system is not limited to use by the company it serves.It may also provide information to _____.

A consumer is most likely to be paid a small fee for participating in which of the following?

What would a researcher need to know about drawing conclusions about large groups of consumers by studying a small sample of the total population?

An effective MIS assesses information needs,develops needed information,and helps decision makers use the information.

The real value of a company's marketing research and information system lies in the ________.

Typically,customer information is buried deep in separate databases,plans,and records of many different company functions and departments.To overcome such problems,which of the following should you try?

Ideally,a sample should be representative so that the researcher can make accurate estimates of the thoughts and behaviors of the larger population.

Ethnographic research ________.

Hazel is conducting marketing research for a hotel seeking descriptive guest feedback.Which of the following is she MOST likely to rely on?

You want to observe how often consumers listen to music throughout their day and what different audio devices they use.You are also interested in how consumers store and access their own music collections.You should conduct ________ research.

Marketers can obtain needed information from internal data,competitive marketing intelligence,and marketing research.Compare and contrast each of these.

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

It is most accurate to say that secondary data are ________.

Good sources of competitive marketing intelligence include competitors' annual reports,business publications,trade show exhibits,press releases,advertisements,and Web pages.

Which of the following is information gathered directly from respondents in order to specifically address a question at hand?

Firdaus has just discovered the major advantage of survey research.He reports to his supervisor that the advantage is its ________.

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

Which of the following is NOT a disadvantage of telephone interviews?

Survey research,called the backbone of primary research,is the most widely used method for primary data collection and is best suited for gathering _____ information.

Explain the importance of information to the company and its understanding of the marketplace.

The marketing information system is not limited to use by the company it serves.It may also provide information to _____.

A consumer is most likely to be paid a small fee for participating in which of the following?

What would a researcher need to know about drawing conclusions about large groups of consumers by studying a small sample of the total population?

An effective MIS assesses information needs,develops needed information,and helps decision makers use the information.

The real value of a company's marketing research and information system lies in the ________.

Typically,customer information is buried deep in separate databases,plans,and records of many different company functions and departments.To overcome such problems,which of the following should you try?

Ideally,a sample should be representative so that the researcher can make accurate estimates of the thoughts and behaviors of the larger population.

Ethnographic research ________.

Hazel is conducting marketing research for a hotel seeking descriptive guest feedback.Which of the following is she MOST likely to rely on?

You want to observe how often consumers listen to music throughout their day and what different audio devices they use.You are also interested in how consumers store and access their own music collections.You should conduct ________ research.

Marketers can obtain needed information from internal data,competitive marketing intelligence,and marketing research.Compare and contrast each of these.

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