Question 1

Company websites,annual reports,reports to stockholders,blogs,YouTube videos,and social media posts are examples of ___________.

Accepted Answer

A)  secondary data 
B)  primary data 
C)  tertiary data 
D)  marketing research 
A)  secondary data 
B)  primary data 
C)  tertiary data 
D)  marketing research

Question 2

The marketing managers of Havtol Inc.,a food products company,created a dedicated software system to receive customers' feedback on the company's latest products.Customers who log into the company's networking site are directed to a page where they can answer a questionnaire.The managers can query the server at any time and collect the data required.In this scenario,Havtol Inc.is most likely using a(n)_____.

Accepted Answer

A)  web survey system 
B)  online panel provider 
C)  web phishing system 
D)  online focus group 
A)  web survey system 
B)  online panel provider 
C)  web phishing system 
D)  online focus group

Question 3

When considering sampling procedures,a _____ is a sample in which every element in the population has a known statistical likelihood of being selected.

Accepted Answer

A)  snowball sample 
B)  probability sample 
C)  judgment sample 
D)  convenience sample 
A)  snowball sample 
B)  probability sample 
C)  judgment sample 
D)  convenience sample

Question 4

An open-ended question is a type of interview question in which the respondent is asked to make a selection from a limited list of responses.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following best defines the term secondary data?

Accepted Answer

A)  It refers to data that have not been proven and is in the form of assumptions. 
B)  It refers to raw data that have not been processed. 
C)  It is data previously collected for any purpose other than the one at hand. 
D)  It is data to be collected for the first time to solve a problem. 
A)  It refers to data that have not been proven and is in the form of assumptions. 
B)  It refers to raw data that have not been processed. 
C)  It is data previously collected for any purpose other than the one at hand. 
D)  It is data to be collected for the first time to solve a problem.

Question 6

Neuromarketing is a fresh attempt to better understand consumers' responses to promotion and purchase motivations.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is NOT correct about big data?

Accepted Answer

A)  Big data is the exponential growth in the volume and variety of information. 
B)  Advanced big data databases don't allow the analysis of unstructured data. 
C)  Big data is gathered both online and offline. 
D)  Big data tool sets allow companies to catalog customer attributes and analyze the characteristics they have in common. 
A)  Big data is the exponential growth in the volume and variety of information. 
B)  Advanced big data databases don't allow the analysis of unstructured data. 
C)  Big data is gathered both online and offline. 
D)  Big data tool sets allow companies to catalog customer attributes and analyze the characteristics they have in common.

Question 8

_____________ is a method of gathering primary data in which the researcher alters one or more variables while observing the effects of those alterations on another variable.

Accepted Answer

A)  An experiment 
B)  A sample 
C)  A survey 
D)  Research 
A)  An experiment 
B)  A sample 
C)  A survey 
D)  Research

Question 9

Caroline,the manager of a jewelry store,conducts statewide market research and collects data on customer preferences for various jewelry items.Based on her findings,she has to create a forecast of the items that customers are most likely to purchase.In this scenario,Caroline will most likely be performing the _____ of marketing research.

Accepted Answer

A)  prescriptive role 
B)  predictive role 
C)  descriptive role 
D)  diagnostic role 
A)  prescriptive role 
B)  predictive role 
C)  descriptive role 
D)  diagnostic role

Question 10

____________ is an intelligence system that helps managers assess their competition and vendors to become more efficient and effective competitors.

Accepted Answer

A)  Competitive intelligence 
B)  Research intelligence 
C)  Market intelligence 
D)  Market research 
A)  Competitive intelligence 
B)  Research intelligence 
C)  Market intelligence 
D)  Market research

Question 11

The first step in the marketing research process is to

Accepted Answer

A)  specify the sampling procedures to be followed. 
B)  collect primary data from available sources. 
C)  prepare and present a report. 
D)  recognize a marketing problem or opportunity. 
A)  specify the sampling procedures to be followed. 
B)  collect primary data from available sources. 
C)  prepare and present a report. 
D)  recognize a marketing problem or opportunity.

Question 12

Discuss what is meant by sampling when conducting market research.Identify the two categories of samples,and provide examples of different types of samples from each category.

Accepted Answer

Answers will vary.A sample is a subset f

Question 13

Internet surveys are labor-intensive efforts incurring training,telecommunications,and management costs.

Accepted Answer

A) True 
 B)False

Question 14

Compared to face-to-face focus groups,online focus groups _________________.

Accepted Answer

A)  incur higher costs. 
B)  have a narrow geographic scope. 
C)  access hard-to-recruit subjects. 
D)  have low participation rates. 
A)  incur higher costs. 
B)  have a narrow geographic scope. 
C)  access hard-to-recruit subjects. 
D)  have low participation rates.

Question 15

The diagnostic role of marketing research includes

Accepted Answer

A)  gathering and presenting factual statements. 
B)  predicting future changes in marketing requirements. 
C)  explaining data. 
D)  addressing "what if" questions. 
A)  gathering and presenting factual statements. 
B)  predicting future changes in marketing requirements. 
C)  explaining data. 
D)  addressing "what if" questions.

Question 16

In the customer relationship management (CRM)cycle,which step should be carried out once customer data is analyzed and transformed into usable information?

Accepted Answer

A)  The unprofitable customers must be identified. 
B)  The information must be leveraged. 
C)  The relevant customer data must be captured. 
D)  The customer data must be stored and integrated. 
A)  The unprofitable customers must be identified. 
B)  The information must be leveraged. 
C)  The relevant customer data must be captured. 
D)  The customer data must be stored and integrated.

Question 17

Explain the roles of marketing research and its importance in making marketing decisions.

Accepted Answer

Answers will vary.Marketing research is

Question 18

To initiate the customer relationship management (CRM)cycle,a company must first

Accepted Answer

A)  identify its profitable and unprofitable customers. 
B)  capture relevant customer data on interactions and relationships. 
C)  understand the interactions with current customers. 
D)  identify customer relationships with the organization. 
A)  identify its profitable and unprofitable customers. 
B)  capture relevant customer data on interactions and relationships. 
C)  understand the interactions with current customers. 
D)  identify customer relationships with the organization.

Question 19

Which of the following defines computer-assisted personal interviewing?

Accepted Answer

A)  Use of a specially designed phone room to conduct telephone interviews 
B)  A type of survey that usually involves interviewing business people at their offices concerning industrial products or services 
C)  An interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answers into the computer 
D)  An interviewing method in which the interviewer reads questions from a computer screen and enters the respondent's data directly into the computer 
A)  Use of a specially designed phone room to conduct telephone interviews 
B)  A type of survey that usually involves interviewing business people at their offices concerning industrial products or services 
C)  An interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answers into the computer 
D)  An interviewing method in which the interviewer reads questions from a computer screen and enters the respondent's data directly into the computer

Question 20

Which of the following defines the specific information needed to solve a marketing research problem that will provide insightful decision-making information?

Accepted Answer

A)  The marketing research problem 
B)  The management decision problem 
C)  The marketing research objective 
D)  Secondary data 
A)  The marketing research problem 
B)  The management decision problem 
C)  The marketing research objective 
D)  Secondary data

Company websites,annual reports,reports to stockholders,blogs,YouTube videos,and social media posts are examples of ___________.

When considering sampling procedures,a _____ is a sample in which every element in the population has a known statistical likelihood of being selected.

An open-ended question is a type of interview question in which the respondent is asked to make a selection from a limited list of responses.

Which of the following best defines the term secondary data?

Neuromarketing is a fresh attempt to better understand consumers' responses to promotion and purchase motivations.

Which of the following is NOT correct about big data?

_____________ is a method of gathering primary data in which the researcher alters one or more variables while observing the effects of those alterations on another variable.

____________ is an intelligence system that helps managers assess their competition and vendors to become more efficient and effective competitors.

The first step in the marketing research process is to

Discuss what is meant by sampling when conducting market research.Identify the two categories of samples,and provide examples of different types of samples from each category.

Internet surveys are labor-intensive efforts incurring training,telecommunications,and management costs.

Compared to face-to-face focus groups,online focus groups _________________.

The diagnostic role of marketing research includes

In the customer relationship management (CRM)cycle,which step should be carried out once customer data is analyzed and transformed into usable information?

Explain the roles of marketing research and its importance in making marketing decisions.

To initiate the customer relationship management (CRM)cycle,a company must first

Which of the following defines computer-assisted personal interviewing?

Which of the following defines the specific information needed to solve a marketing research problem that will provide insightful decision-making information?

An Overview of Marketing

Strategic Planning and Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Supply Chain Management and Marketing Channels

Retailing

Marketing Communications

Advertising,public Relations,and Sales Promotion

Personal Selling and Sales Management

Social Media and Marketing

Pricing Concepts

Filters

Exam 9: Marketing Research

Company websites,annual reports,reports to stockholders,blogs,YouTube videos,and social media posts are examples of ___________.

When considering sampling procedures,a _____ is a sample in which every element in the population has a known statistical likelihood of being selected.

An open-ended question is a type of interview question in which the respondent is asked to make a selection from a limited list of responses.

Which of the following best defines the term secondary data?

Neuromarketing is a fresh attempt to better understand consumers' responses to promotion and purchase motivations.

Which of the following is NOT correct about big data?

_____________ is a method of gathering primary data in which the researcher alters one or more variables while observing the effects of those alterations on another variable.

____________ is an intelligence system that helps managers assess their competition and vendors to become more efficient and effective competitors.

The first step in the marketing research process is to

Discuss what is meant by sampling when conducting market research.Identify the two categories of samples,and provide examples of different types of samples from each category.

Internet surveys are labor-intensive efforts incurring training,telecommunications,and management costs.

Compared to face-to-face focus groups,online focus groups _________________.

The diagnostic role of marketing research includes

In the customer relationship management (CRM)cycle,which step should be carried out once customer data is analyzed and transformed into usable information?

Explain the roles of marketing research and its importance in making marketing decisions.

To initiate the customer relationship management (CRM)cycle,a company must first

Which of the following defines computer-assisted personal interviewing?

Which of the following defines the specific information needed to solve a marketing research problem that will provide insightful decision-making information?

An Overview of Marketing

Strategic Planning and Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Supply Chain Management and Marketing Channels

Retailing

Marketing Communications

Advertising,public Relations,and Sales Promotion

Personal Selling and Sales Management

Social Media and Marketing

Pricing Concepts

Filters