Exam 6: Information Management and Marketing Research

Mechanical observation techniques are not capable of providing information of sufficient accuracy to support important marketing decisions.

In the TAT technique, respondents are asked to describe what they think is happening, or may happen, in a picture.

Marketing intelligence is composed of "special projects" data generated for specific marketing decisions.

Joseph is a university student and a keen skate- boarder. He believes that he has the coolest part- time job in the world. He is employed by a market research company that expects him to hang out in skating venues, mix with his skating buddies and observe their behaviour, particularly noting any innovations in clothing, equipment, use of language, food preferences or venues frequented. Once a week, Joseph reports to the head office and prepares a short report. For 15 hours of observation he receives a salary of $350 per week. Joseph is engaged in which type of research?

The ANZ Bank is gathering information about average customer waiting times. When customers enter a branch, they are given a slip of paper with a unique customer number and a time stamp. The customer hands this to the teller who notes the time of service. By comparing the start time and end time, the Bank is able to determine each customer's waiting time. At the end of a day or a week, the data are aggregated to arrive at average waiting times on a branch by branch basis. The ANZ is engaged in which type of research?

Companies regularly collect volumes of data about customer interactions such as customer purchases, sales force contacts, service and support calls, website visits, satisfaction surveys, credit and payment interactions. This information can be collated into a detailed information system designed to manage customer touch points to maximise customer loyalty. Such a system is known as:

When designing a marketing information system (MIS), marketers should follow a series of steps. Which of the following is NOT one of the steps involved in designing a MIS?

Because of the costs involved, only larger firms can afford to utilise marketing research.

Marketing research links the customer and the public to the marketer through:

The criteria for evaluating secondary data that refers to the reliability of the information is known as:

The contact method that minimises interviewer bias is:

Distinguish between marketing research and marketing intelligence.

The type of sample in which every member of the population has a known and equal chance of selection is called a:

The contact method collection that typically has the lowest response rate is:

While closed- ended questions are easier to tabulate, open- ended questions may be more useful in revealing how people think.

A question that includes all the possible answers, allowing subjects to make choices from them is known as a(n) .

When evaluating secondary data, the researcher should ensure that the data is:

Since 2006, Australian consumers have been protected from unsolicited telemarketing activities via an opt- in register known as the Do Not Call Register. Which of the following organisations are exempt from the provisions of the Do Not Call Register?

Prior to the initiation of a formal marketing research project, causal research should be conducted to aid in defining the problem and to suggest hypotheses.

Which of the following is NOT one of the steps in the market research process?