Question 1

To address concerns about the misuse of research study findings,several highly regarded marketing associations have developed .

Accepted Answer

A) chief privacy officer job descriptions 
B) bans against using data collected through online surveys 
C) behavioral targeting "Do Not Track" lists 
D) customer relationship management guidelines 
E) codes of research ethics 
A) chief privacy officer job descriptions 
B) bans against using data collected through online surveys 
C) behavioral targeting "Do Not Track" lists 
D) customer relationship management guidelines 
E) codes of research ethics

Question 2

Which of the following contact methods has the poorest response rate?

Accepted Answer

A) telephone 
B) group interviewing 
C) online 
D) mail 
E) personal interviewing 
A) telephone 
B) group interviewing 
C) online 
D) mail 
E) personal interviewing

Question 3

For a small business manager deciding where to relocate within the city,relevant research will LEAST likely include _.

Accepted Answer

A) competitors' advertisements 
B) traffic- flow patterns in specific areas 
C) options for repackaging the company's products 
D) informal surveys of customers 
E) past sales data 
A) competitors' advertisements 
B) traffic- flow patterns in specific areas 
C) options for repackaging the company's products 
D) informal surveys of customers 
E) past sales data

Question 4

Information collected from online databases is an example of data.

Accepted Answer

A) secondary 
B) ethnographic 
C) observational 
D) experimental 
E) primary 
A) secondary 
B) ethnographic 
C) observational 
D) experimental 
E) primary

Question 5

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

Question 6

What are the two main types of research instruments used to collect primary data?

Accepted Answer

A) surveys and samples 
B) online panels and experiments 
C) focus groups and online databases 
D) questionnaires and mechanical devices 
E) personal interviews and online marketing research 
A) surveys and samples 
B) online panels and experiments 
C) focus groups and online databases 
D) questionnaires and mechanical devices 
E) personal interviews and online marketing research

Question 7

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

Accepted Answer

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

Question 8

Briefly explain the following statement: "Too much information can be as harmful as too little."

Accepted Answer

Too much information may prohi

Question 9

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

Question 10

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

Question 11

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 12

Because secondary data provide good starting points and often help to define problems and research objectives,most companies do not also need to collect primary data.

Accepted Answer

A) True 
 B)False

Question 13

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

Question 14

Refer to the scenario below to answer the following questions.
Jason West,owner of A- 1 Cleaning,began his enterprise in 2001.Jason's primary focus had been on office cleaning for large corporations.But in recent months Jason had seen a decline in demand for office cleaning.Surprisingly,the competitive environment appeared relatively stable with no new competitors.However,Jason knew that office cleaning is a
high- frequency service that is usually performed daily;therefore,competitors must have been doing something to attract his customers.Building a competitive advantage seemed to be the only option to offset competition.But as Jason pondered his dilemma,he realized that he needed to better understand how customers assess service quality and what they are looking for in a superior cleaning service,prior to building his competitive advantage.
Jason developed a research plan.First,he gathered competitor information-primarily through pamphlets and Web sites,but also from a few phone calls-to find out exactly what competitors offered in their cleaning packages.In addition,Jason obtained from the area Chamber of Commerce 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 and would aim his efforts differently if needed.
-In this scenario,which of the following are examples of competitive marketing intelligence?

Accepted Answer

A) responses to the surveys Jason sent 
B) competitors' pamphlets 
C) phone calls made to competitors to learn about their offerings 
D) B and C only 
E) all of the above 
A) responses to the surveys Jason sent 
B) competitors' pamphlets 
C) phone calls made to competitors to learn about their offerings 
D) B and C only 
E) all of the above

Question 15

Ethnographic research .

Accepted Answer

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

Question 16

You want to find out whether Americans between 21 and 40 years of age tend to vote Democratic and whether Americans between 41 and 70 tend to vote Republican.You will most likely use a to collect your data.

Accepted Answer

A) judgment sample 
B) convenience sample 
C) simple random sample 
D) mechanical device 
E) stratified random sample 
A) judgment sample 
B) convenience sample 
C) simple random sample 
D) mechanical device 
E) stratified random sample

Question 17

Focus group interviewing is a research tool for gaining insights into consumer thoughts and feelings.

Accepted Answer

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

Question 18

Despite the data glut that marketing managers receive,they are most likely to complain that they lack which of the following?

Accepted Answer

A) enough information of the right kind 
B) secondary information 
C) timely information 
D) primary information 
E) searchable information 
A) enough information of the right kind 
B) secondary information 
C) timely information 
D) primary information 
E) searchable information

Question 19

Discuss the makeup and functions of a marketing information system (MIS).

Accepted Answer

A typical MIS consists of people,equipme

Question 20

Give two ways that a researcher should evaluate information in online databases.

Accepted Answer

The researcher should evaluate

To address concerns about the misuse of research study findings,several highly regarded marketing associations have developed .

Which of the following contact methods has the poorest response rate?

For a small business manager deciding where to relocate within the city,relevant research will LEAST likely include _.

Information collected from online databases is an example of data.

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

What are the two main types of research instruments used to collect primary data?

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

Briefly explain the following statement: "Too much information can be as harmful as too little."

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?

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

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.

Because secondary data provide good starting points and often help to define problems and research objectives,most companies do not also need to collect primary data.

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?

Ethnographic research .

You want to find out whether Americans between 21 and 40 years of age tend to vote Democratic and whether Americans between 41 and 70 tend to vote Republican.You will most likely use a to collect your data.

Focus group interviewing is a research tool for gaining insights into consumer thoughts and feelings.

Despite the data glut that marketing managers receive,they are most likely to complain that they lack which of the following?

Discuss the makeup and functions of a marketing information system (MIS).

Give two ways that a researcher should evaluate information in online databases.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing 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

Developing New Products and Managing the Product Life Cycle

Pricing Strategies: Understanding and Capturing Customer Value

Additional Pricing Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value

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 to Gain Customer Insights

To address concerns about the misuse of research study findings,several highly regarded marketing associations have developed .

Which of the following contact methods has the poorest response rate?

For a small business manager deciding where to relocate within the city,relevant research will LEAST likely include _.

Information collected from online databases is an example of data.

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

What are the two main types of research instruments used to collect primary data?

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

Briefly explain the following statement: "Too much information can be as harmful as too little."

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?

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

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.

Because secondary data provide good starting points and often help to define problems and research objectives,most companies do not also need to collect primary data.

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?

Ethnographic research .

You want to find out whether Americans between 21 and 40 years of age tend to vote Democratic and whether Americans between 41 and 70 tend to vote Republican.You will most likely use a to collect your data.

Focus group interviewing is a research tool for gaining insights into consumer thoughts and feelings.

Despite the data glut that marketing managers receive,they are most likely to complain that they lack which of the following?

Discuss the makeup and functions of a marketing information system (MIS).

Give two ways that a researcher should evaluate information in online databases.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing 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

Developing New Products and Managing the Product Life Cycle

Pricing Strategies: Understanding and Capturing Customer Value

Additional Pricing Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value

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