Question 1

Which of the following is true about customer relationship management (CRM)?

Accepted Answer

A) It eliminates the need to depend on information produced through primary research. 
B) Its aim is to directly maximize profit margins. 
C) Its aim is to establish cause-effect relationships between marketing strategies and consumption trends. 
D) Its aim is to maximize customer loyalty. 
E) It eliminates the need to use data mining techniques in marketing research studies. 
A) It eliminates the need to depend on information produced through primary research. 
B) Its aim is to directly maximize profit margins. 
C) Its aim is to establish cause-effect relationships between marketing strategies and consumption trends. 
D) Its aim is to maximize customer loyalty. 
E) It eliminates the need to use data mining techniques in marketing research studies.

Question 2

Whereas observational research approaches seek to test known hypotheses and obtain answers to well-defined product or strategy questions,traditional quantitative research can generate fresh customer and market insights that people are unwilling or unable to provide.

Accepted Answer

A) True 
 B)False

Question 3

Experimental research is best suited for gathering ________ information.

Accepted Answer

A) exploratory 
B) causal 
C) attitudinal 
D) interactive 
E) descriptive 
A) exploratory 
B) causal 
C) attitudinal 
D) interactive 
E) descriptive

Question 4

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

Accepted Answer

A) official records and samples 
B) questionnaires and mechanical devices 
C) focus groups and online databases 
D) online panels and experiments 
E) personal interviews and online focus groups 
A) official records and samples 
B) questionnaires and mechanical devices 
C) focus groups and online databases 
D) online panels and experiments 
E) personal interviews and online focus groups

Question 5

Describe the basic marketing research process.

Accepted Answer

The marketing research process involves

Question 6

As a marketing researcher for SoundSense,Nancy Bales has been asked to gather preliminary information that will help create a research hypothesis about EasyPlay,the new music player by SoundSense.Nancy has the task of conducting first-hand research about the characteristics of the target group that would buy EasyPlay,which the company believes to be superior to i-Pods and cell phones in terms of audio quality.Nancy Bales should conduct ________ research at this stage.

Accepted Answer

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

Question 7

The marketing manager at Appeal has constituted a cross-functional team to study the consumer trends in the cosmetic industry.The team has come up with two dominant trends: a preference for cruelty-free cosmetics and for organic cosmetics.To study these preferences further,the team has to convert them into operational concepts and break them down to smaller research questions.This cross-functional team is at the stage of ________ in the marketing research process.

Accepted Answer

A) developing the research plan 
B) determining a research approach 
C) defining the problem and research objectives 
D) selecting a research agency to help 
E) interpreting data and deciding on type of research 
A) developing the research plan 
B) determining a research approach 
C) defining the problem and research objectives 
D) selecting a research agency to help 
E) interpreting data and deciding on type of research

Question 8

Haley Computers is one of the world's largest producers of computers.Being the market leader,the company spends a substantial amount of time and energy in innovating its computers and staying ahead of its competitors.In its efforts to do so,Haley Computers has appointed some key employees with the task of scanning online customer conversations on feedback pages of sites,social networking sites,and other online platforms.They communicate their findings to the marketing department so that they can make the right decisions and meet current consumer needs.These employees are likely to be ________.

Accepted Answer

A) working only with the production team of Haley Computers 
B) working as hired resources from a brand management firm 
C) working with a production orientation, rather than a marketing orientation 
D) working primarily through the data in the internal database of Haley Computers 
E) working as listening officers at Haley Computers for capturing consumer insights 
A) working only with the production team of Haley Computers 
B) working as hired resources from a brand management firm 
C) working with a production orientation, rather than a marketing orientation 
D) working primarily through the data in the internal database of Haley Computers 
E) working as listening officers at Haley Computers for capturing consumer insights

Question 9

Internal databases usually can be accessed more quickly but are more expensive than other information sources.

Accepted Answer

A) True 
 B)False

Question 10

Brekkies is releasing a new type of breakfast cereal that combines different grains and flavors.Since Brekkies is releasing a new product in the industry,Brekkies will ________.

Accepted Answer

A) locate information about the demand for breakfast cereals from online databases easily 
B) use information based on competitors' products like cornflakes to evaluate the success of its brand new product 
C) use measures of derived demand from intermediaries and resellers, rather than data and feedback relating to end-users 
D) undertake research to generate primary data regarding demand and features of its new product before marketing 
E) use ethnographic research before the products have been released in the market on a full-scale 
A) locate information about the demand for breakfast cereals from online databases easily 
B) use information based on competitors' products like cornflakes to evaluate the success of its brand new product 
C) use measures of derived demand from intermediaries and resellers, rather than data and feedback relating to end-users 
D) undertake research to generate primary data regarding demand and features of its new product before marketing 
E) use ethnographic research before the products have been released in the market on a full-scale

Question 11

Which of the following statements is true with regard to the status of international research?

Accepted Answer

A) It is on the decrease due to high costs. 
B) The costs are significantly higher than the benefits. 
C) There is an abundance of qualified research personnel. 
D) Despite the costs of international research, the costs of not doing it are higher. 
E) There is no dearth of primary data in international marketing research. 
A) It is on the decrease due to high costs. 
B) The costs are significantly higher than the benefits. 
C) There is an abundance of qualified research personnel. 
D) Despite the costs of international research, the costs of not doing it are higher. 
E) There is no dearth of primary data in international marketing research.

Question 12

Major suppliers and resellers cannot serve as important sources of intelligence information for marketing decision making.

Accepted Answer

A) True 
 B)False

Question 13

A marketing information system begins with the step of ________.

Accepted Answer

A) generating insights into the consumption patterns seen in the market 
B) analyzing the results of marketing research studies 
C) developing information from internal or external sources 
D) assessing the information the company needs 
E) hiring marketing research firms to conduct research for the company 
A) generating insights into the consumption patterns seen in the market 
B) analyzing the results of marketing research studies 
C) developing information from internal or external sources 
D) assessing the information the company needs 
E) hiring marketing research firms to conduct research for the company

Question 14

Which of the following is true with regard to a good MIS?

Accepted Answer

A) It solely aims at maximizing the amount of data that is generated irrespective of feasibility or requirements. 
B) It typically uses only external sources of data for conducting marketing research. 
C) It consists of people and procedures dedicated to the assessment and generation of customer insights. 
D) It reduces the role of marketing managers in the strategic planning process by holding them responsible for marketing research only. 
E) It eliminates the need to assess the marketing information needs of the organization before developing the research plan. 
A) It solely aims at maximizing the amount of data that is generated irrespective of feasibility or requirements. 
B) It typically uses only external sources of data for conducting marketing research. 
C) It consists of people and procedures dedicated to the assessment and generation of customer insights. 
D) It reduces the role of marketing managers in the strategic planning process by holding them responsible for marketing research only. 
E) It eliminates the need to assess the marketing information needs of the organization before developing the research plan.

Question 15

How is secondary data gathered?

Accepted Answer

Researchers usually start by gathering s

Question 16

Primary data can usually be obtained more quickly and at a lower cost than secondary data.

Accepted Answer

A) True 
 B)False

Question 17

What is a major drawback of probability sampling?

Accepted Answer

A) It can be time consuming. 
B) Sampling error cannot be measured. 
C) The sample size chosen is often too large for valid generalizations to be made. 
D) Everyone has an equal chance of selection. 
E) Marketers must rely on the judgment of the researcher in respondent selection. 
A) It can be time consuming. 
B) Sampling error cannot be measured. 
C) The sample size chosen is often too large for valid generalizations to be made. 
D) Everyone has an equal chance of selection. 
E) Marketers must rely on the judgment of the researcher in respondent selection.

Question 18

When you glean information from your company's accounting and sales records stored in the computer,you are using an internal database.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

Questionnaires are the most common research instrument.

Accepted Answer

A) True 
 B)False

Which of the following is true about customer relationship management (CRM)?

Whereas observational research approaches seek to test known hypotheses and obtain answers to well-defined product or strategy questions,traditional quantitative research can generate fresh customer and market insights that people are unwilling or unable to provide.

Experimental research is best suited for gathering ________ information.

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

Describe the basic marketing research process.

Internal databases usually can be accessed more quickly but are more expensive than other information sources.

Brekkies is releasing a new type of breakfast cereal that combines different grains and flavors.Since Brekkies is releasing a new product in the industry,Brekkies will ________.

Which of the following statements is true with regard to the status of international research?

Major suppliers and resellers cannot serve as important sources of intelligence information for marketing decision making.

A marketing information system begins with the step of ________.

Which of the following is true with regard to a good MIS?

How is secondary data gathered?

Primary data can usually be obtained more quickly and at a lower cost than secondary data.

What is a major drawback of probability sampling?

When you glean information from your company's accounting and sales records stored in the computer,you are using an internal database.

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

Questionnaires are the most common research instrument.

Marketing Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Understanding Consumer and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Product,Services,and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Marketing Channels Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Exam 4: Managing Marketing Information to Gain Customer Insights

Which of the following is true about customer relationship management (CRM)?

Whereas observational research approaches seek to test known hypotheses and obtain answers to well-defined product or strategy questions,traditional quantitative research can generate fresh customer and market insights that people are unwilling or unable to provide.

Experimental research is best suited for gathering ________ information.

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

Describe the basic marketing research process.

Internal databases usually can be accessed more quickly but are more expensive than other information sources.

Brekkies is releasing a new type of breakfast cereal that combines different grains and flavors.Since Brekkies is releasing a new product in the industry,Brekkies will ________.

Which of the following statements is true with regard to the status of international research?

Major suppliers and resellers cannot serve as important sources of intelligence information for marketing decision making.

A marketing information system begins with the step of ________.

Which of the following is true with regard to a good MIS?

How is secondary data gathered?

Primary data can usually be obtained more quickly and at a lower cost than secondary data.

What is a major drawback of probability sampling?

When you glean information from your company's accounting and sales records stored in the computer,you are using an internal database.

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

Questionnaires are the most common research instrument.

Marketing Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Understanding Consumer and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Product,Services,and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Marketing Channels Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters