Question 1

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

Accepted Answer

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

Question 2

Nathan Zabalas owns a regional chain of drug 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) local chambers of commerce 
B) Web search engines 
C) commercial online databases 
D) online questionnaires 
E) Yankelovich's Monitor 
A) local chambers of commerce 
B) Web search engines 
C) commercial online databases 
D) online questionnaires 
E) Yankelovich's Monitor

Question 3

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 4

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

Accepted Answer

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

Question 5

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

Accepted Answer

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

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

A marketer of frozen dinners has decided to collect consumer feedback via a focus group interview.How might the marketer use the focus group interview to determine whether peas or green beans should be included with the turkey entrée?

Accepted Answer

The group might be given a prepared meal

Question 8

Before the research problems and objectives have been defined,researchers must determine the exact information needed and present it to management.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

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

Question 10

You want to determine whether no- smoking policies have impacted employee morale in the United States among workers in companies that employ fewer than 50 workers in Fort Wayne,Indiana.Are any secondary data likely available? Why?

Accepted Answer

Because the data sought are so

Question 11

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

Accepted Answer

A) LexisNexis 
B) Radian's 
C) MONITOR 
D) external 
E) internal 
A) LexisNexis 
B) Radian's 
C) MONITOR 
D) external 
E) internal

Question 12

Marketing researchers can conduct their own searches of secondary data sources by using commercial online databases.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

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

Question 14

Your colleague is confused about using the marketing research process,as he knows that something is wrong but is not sure of the specific causes to investigate.He seems to be having problems with ,which is often the hardest step to take.

Accepted Answer

A) selecting a research agency to help 
B) determining a research approach 
C) developing the research plan 
D) defining the problem and research objectives 
E) C and D 
A) selecting a research agency to help 
B) determining a research approach 
C) developing the research plan 
D) defining the problem and research objectives 
E) C and D

Question 15

You have decided to run for a local political office.You want to hand- deliver campaign materials in person to the homes of voters.Explain how competitive marketing intelligence plays a role in this scenario.

Accepted Answer

You must have a system for knowing where

Question 16

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

Accepted Answer

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

Question 17

Causal research is used to _.

Accepted Answer

A) quantify observations that produce insights unobtainable through other forms of research 
B) test hypotheses about cause- and- effect relationships 
C) uncover information in an unstructured way 
D) describe marketing problems or situations 
E) gather preliminary information that will help define problems 
A) quantify observations that produce insights unobtainable through other forms of research 
B) test hypotheses about cause- and- effect relationships 
C) uncover information in an unstructured way 
D) describe marketing problems or situations 
E) gather preliminary information that will help define problems

Question 18

You have just extracted sales and cost data used by the accounting department for preparing financial statements.Most likely,this information is complete and in useable form to build an internal marketing database.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following statements regarding competitive marketing intelligence is true?

Accepted Answer

A) Competitive marketing intelligence relies upon privately held information. 
B) Competitive marketing intelligence gathering is more focused on gaining insights into consumers' activities than competitors' activities. 
C) All competitive marketing intelligence is available for free. 
D) The advantage of using competitive marketing intelligence is negligible. 
E) Competitive marketing intelligence relies upon publicly available information. 
A) Competitive marketing intelligence relies upon privately held information. 
B) Competitive marketing intelligence gathering is more focused on gaining insights into consumers' activities than competitors' activities. 
C) All competitive marketing intelligence is available for free. 
D) The advantage of using competitive marketing intelligence is negligible. 
E) Competitive marketing intelligence relies upon publicly available information.

Question 20

Most marketers today believe they still lack a sufficient quantity of research data to make high- quality decisions.

Accepted Answer

A) True 
 B)False

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

Nathan Zabalas owns a regional chain of drug 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?

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

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

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

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

A marketer of frozen dinners has decided to collect consumer feedback via a focus group interview.How might the marketer use the focus group interview to determine whether peas or green beans should be included with the turkey entrée?

Before the research problems and objectives have been defined,researchers must determine the exact information needed and present it to management.

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

You want to determine whether no- smoking policies have impacted employee morale in the United States among workers in companies that employ fewer than 50 workers in Fort Wayne,Indiana.Are any secondary data likely available? Why?

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

Marketing researchers can conduct their own searches of secondary data sources by using commercial online databases.

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

Your colleague is confused about using the marketing research process,as he knows that something is wrong but is not sure of the specific causes to investigate.He seems to be having problems with ,which is often the hardest step to take.

You have decided to run for a local political office.You want to hand- deliver campaign materials in person to the homes of voters.Explain how competitive marketing intelligence plays a role in this scenario.

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

Causal research is used to _.

You have just extracted sales and cost data used by the accounting department for preparing financial statements.Most likely,this information is complete and in useable form to build an internal marketing database.

Which of the following statements regarding competitive marketing intelligence is true?

Most marketers today believe they still lack a sufficient quantity of research data to make high- quality decisions.

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

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

Nathan Zabalas owns a regional chain of drug 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?

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

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

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

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

A marketer of frozen dinners has decided to collect consumer feedback via a focus group interview.How might the marketer use the focus group interview to determine whether peas or green beans should be included with the turkey entrée?

Before the research problems and objectives have been defined,researchers must determine the exact information needed and present it to management.

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

You want to determine whether no- smoking policies have impacted employee morale in the United States among workers in companies that employ fewer than 50 workers in Fort Wayne,Indiana.Are any secondary data likely available? Why?

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

Marketing researchers can conduct their own searches of secondary data sources by using commercial online databases.

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

Your colleague is confused about using the marketing research process,as he knows that something is wrong but is not sure of the specific causes to investigate.He seems to be having problems with ,which is often the hardest step to take.

You have decided to run for a local political office.You want to hand- deliver campaign materials in person to the homes of voters.Explain how competitive marketing intelligence plays a role in this scenario.

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

Causal research is used to _.

You have just extracted sales and cost data used by the accounting department for preparing financial statements.Most likely,this information is complete and in useable form to build an internal marketing database.

Which of the following statements regarding competitive marketing intelligence is true?

Most marketers today believe they still lack a sufficient quantity of research data to make high- quality decisions.

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