Question 1

What is a benefit of using internal data for marketing research?

Accepted Answer

A)  Most internal data are not current enough to be used. 
B)  Internal controls limit the use of such data. 
C)  Tracking consumer information lacks detail and consistency. 
D)  Sales analysis is one of the least expensive methods. 
A)  Most internal data are not current enough to be used. 
B)  Internal controls limit the use of such data. 
C)  Tracking consumer information lacks detail and consistency. 
D)  Sales analysis is one of the least expensive methods.

Question 2

A logical place to start in identifying a marketing research problem might be to evaluate the firm's marketing mix elements and target market, particularly if any of these had been changed recently.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following describes people metres?

Accepted Answer

A)  physical devices used in interviewing techniques 
B)  secondary-data generators for tracking turnstile activity 
C)  electronic devices that record TV viewing habits 
D)  phone-interview tracking procedures 
A)  physical devices used in interviewing techniques 
B)  secondary-data generators for tracking turnstile activity 
C)  electronic devices that record TV viewing habits 
D)  phone-interview tracking procedures

Question 4

Match each item to the statement or sentence listed below.
a.marketing research
b.exploratory research
c.secondary data
d.primary data
e.sampling
f.hypothesis
g.nonprobability sample
h.interpretative research
i.focus group
j.marketing decision support system
k.sales forecast
l.jury of executive opinion
m.Delphi technique
n.sales force composite
o.trend analysis
p.exponential smoothing
q.marketing information system
r.data mining
s.mall intercept
t.simple random sample
u.cluster sample
v.convenience sample
w.controlled experiment
-A(n) _____ links a decision maker with relevant databases and decision tools.

Accepted Answer

The answer of Match each item to the statement or...

Question 5

Studying the underlying causes of customer defections, even partial defections, can be useful for identifying problem areas that need attention.

Accepted Answer

A) True 
 B)False

Question 6

A well-designed Internet-based marketing research project costs less but yields slower and less complete results than offline research.

Accepted Answer

A) True 
 B)False

Question 7

What type of firm is a marketing research firm who contracts with clients to conduct complete marketing research projects?

Accepted Answer

A)  syndicated 
B)  limited-service 
C)  full-service 
D)  customer-service 
A)  syndicated 
B)  limited-service 
C)  full-service 
D)  customer-service

Question 8

What is the final step in the marketing research process?

Accepted Answer

A)  interpreting findings and presenting information to decision makers 
B)  in-depth computer analysis of the data followed by database update 
C)  evaluating the research design for improvement and efficiency 
D)  providing feedback to researchers concerning their effectiveness 
A)  interpreting findings and presenting information to decision makers 
B)  in-depth computer analysis of the data followed by database update 
C)  evaluating the research design for improvement and efficiency 
D)  providing feedback to researchers concerning their effectiveness

Question 9

Which statement best describes secondary data used in marketing research?

Accepted Answer

A)  It is the data collected for a specific market study. 
B)  It provides richer and more detailed information compared to primary data. 
C)  It is usually collected and compiled by the investigator conducting the study. 
D)  It requires less time and is less expensive to gather. 
A)  It is the data collected for a specific market study. 
B)  It provides richer and more detailed information compared to primary data. 
C)  It is usually collected and compiled by the investigator conducting the study. 
D)  It requires less time and is less expensive to gather.

Question 10

Along with reducing purchase transaction time, what are Universal Product Codes used for?

Accepted Answer

A)  National Surveys of Canada data collection 
B)  Canada Border Services Agency monitoring 
C)  inventory control, ordering, and delivery research 
D)  Industry and Consumer Business Bureau tracking 
A)  National Surveys of Canada data collection 
B)  Canada Border Services Agency monitoring 
C)  inventory control, ordering, and delivery research 
D)  Industry and Consumer Business Bureau tracking

Question 11

What type of research involves a scientific investigation in which a researcher manipulates a test group and compares the results with those of another group that did not receive the experimental manipulations?

Accepted Answer

A)  focus group 
B)  controlled experiment 
C)  interpretative research 
D)  trend analysis 
A)  focus group 
B)  controlled experiment 
C)  interpretative research 
D)  trend analysis

Question 12

As part of his marketing research duties, Nathan evaluates company expenses for selling, warehousing, advertising, and delivery by the Mendocino Vinegar Cooperative. What is Nathan conducting?

Accepted Answer

A)  informal competency investigation 
B)  experimental research project 
C)  external profile project 
D)  marketing cost analysis 
A)  informal competency investigation 
B)  experimental research project 
C)  external profile project 
D)  marketing cost analysis

Question 13

When a firm examines the profitability of particular customers on the basis of sales produced and costs incurred to generate those sales, external sources are the best source of information.

Accepted Answer

A) True 
 B)False

Question 14

Sampling is the process of selecting survey respondents or research participants.

Accepted Answer

A) True 
 B)False

Question 15

Tarek is the owner of a construction company and uses a Marketing Information System to provide him with statistics reflecting the previous week's contracts. Why should Tarek use Marketing Decision Support System software?

Accepted Answer

A)  to determine contract volume and needed levels 
B)  to make the appropriate decisions regarding his overall future business plans 
C)  to connect him with the top five lumber offers that week 
D)  to transform the data into a format that will help him make better decisions 
A)  to determine contract volume and needed levels 
B)  to make the appropriate decisions regarding his overall future business plans 
C)  to connect him with the top five lumber offers that week 
D)  to transform the data into a format that will help him make better decisions

Question 16

A marketer wants information about counties and cities in western Canada with 25,000 residents or more. Where would be a good place to look for this information?

Accepted Answer

A)  Canada Revenue Agency 
B)  Canadian Post Office Postal Code Directory 
C)  Statistics Canada 
D)  provincial maps of land usage and title 
A)  Canada Revenue Agency 
B)  Canadian Post Office Postal Code Directory 
C)  Statistics Canada 
D)  provincial maps of land usage and title

Question 17

In order, list the six steps of the marketing research process.

Accepted Answer

a. Defining the problem
b. Con

Question 18

Which of the following indicates the frequency with which Stats Canada conducts a Canadian Census?

Accepted Answer

A)  every 3 years 
B)  every 5 years 
C)  every 7 years 
D)  every 9 years 
A)  every 3 years 
B)  every 5 years 
C)  every 7 years 
D)  every 9 years

Question 19

Match each item to the statement or sentence listed below.
a.marketing research
b.exploratory research
c.secondary data
d.primary data
e.sampling
f.hypothesis
g.nonprobability sample
h.interpretative research
i.focus group
j.marketing decision support system
k.sales forecast
l.jury of executive opinion
m.Delphi technique
n.sales force composite
o.trend analysis
p.exponential smoothing
q.marketing information system
r.data mining
s.mall intercept
t.simple random sample
u.cluster sample
v.convenience sample
w.controlled experiment
-An estimate of future sales based on a statistical analysis of historical sales patterns is called _____.

Accepted Answer

The answer of Match each item to the statement or...

Question 20

What is it called when huge amounts of customer information are entered into a database to be used for data mining?

Accepted Answer

A)  data warehouse 
B)  marketing decision data cube 
C)  statistical database 
D)  data storage base 
A)  data warehouse 
B)  marketing decision data cube 
C)  statistical database 
D)  data storage base

What is a benefit of using internal data for marketing research?

A logical place to start in identifying a marketing research problem might be to evaluate the firm's marketing mix elements and target market, particularly if any of these had been changed recently.

Which of the following describes people metres?

Studying the underlying causes of customer defections, even partial defections, can be useful for identifying problem areas that need attention.

A well-designed Internet-based marketing research project costs less but yields slower and less complete results than offline research.

What type of firm is a marketing research firm who contracts with clients to conduct complete marketing research projects?

What is the final step in the marketing research process?

Which statement best describes secondary data used in marketing research?

Along with reducing purchase transaction time, what are Universal Product Codes used for?

What type of research involves a scientific investigation in which a researcher manipulates a test group and compares the results with those of another group that did not receive the experimental manipulations?

As part of his marketing research duties, Nathan evaluates company expenses for selling, warehousing, advertising, and delivery by the Mendocino Vinegar Cooperative. What is Nathan conducting?

When a firm examines the profitability of particular customers on the basis of sales produced and costs incurred to generate those sales, external sources are the best source of information.

Sampling is the process of selecting survey respondents or research participants.

Tarek is the owner of a construction company and uses a Marketing Information System to provide him with statistics reflecting the previous week's contracts. Why should Tarek use Marketing Decision Support System software?

A marketer wants information about counties and cities in western Canada with 25,000 residents or more. Where would be a good place to look for this information?

In order, list the six steps of the marketing research process.

Which of the following indicates the frequency with which Stats Canada conducts a Canadian Census?

What is it called when huge amounts of customer information are entered into a database to be used for data mining?

Marketing: the Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Digital Marketing and Social Media: Living in the Connected World

Consumer Behaviour

Business-To-Business B2b Marketing

Serving Global Markets

Marketing Segmentation, Targeting, and Positioning

Product and Service Strategies

Developing and Managing Brand and Product Strategies

Marketing Channels and Supply Chain Management

Retailers, Wholesalers, and Direct Marketers

Integrated Marketing Communications, Advertising, and Digital Communications

Personal Selling and Sales Promotion

Pricing Concepts and Strategies

Relationship Marketing and Customer Relationship Management CRM

Filters

Exam 8: Marketing Research, Decision Support Systems, and Sales Forecasting

What is a benefit of using internal data for marketing research?

A logical place to start in identifying a marketing research problem might be to evaluate the firm's marketing mix elements and target market, particularly if any of these had been changed recently.

Which of the following describes people metres?

Studying the underlying causes of customer defections, even partial defections, can be useful for identifying problem areas that need attention.

A well-designed Internet-based marketing research project costs less but yields slower and less complete results than offline research.

What type of firm is a marketing research firm who contracts with clients to conduct complete marketing research projects?

What is the final step in the marketing research process?

Which statement best describes secondary data used in marketing research?

Along with reducing purchase transaction time, what are Universal Product Codes used for?

What type of research involves a scientific investigation in which a researcher manipulates a test group and compares the results with those of another group that did not receive the experimental manipulations?

As part of his marketing research duties, Nathan evaluates company expenses for selling, warehousing, advertising, and delivery by the Mendocino Vinegar Cooperative. What is Nathan conducting?

When a firm examines the profitability of particular customers on the basis of sales produced and costs incurred to generate those sales, external sources are the best source of information.

Sampling is the process of selecting survey respondents or research participants.

Tarek is the owner of a construction company and uses a Marketing Information System to provide him with statistics reflecting the previous week's contracts. Why should Tarek use Marketing Decision Support System software?

A marketer wants information about counties and cities in western Canada with 25,000 residents or more. Where would be a good place to look for this information?

In order, list the six steps of the marketing research process.

Which of the following indicates the frequency with which Stats Canada conducts a Canadian Census?

What is it called when huge amounts of customer information are entered into a database to be used for data mining?

Marketing: the Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Digital Marketing and Social Media: Living in the Connected World

Consumer Behaviour

Business-To-Business B2b Marketing

Serving Global Markets

Marketing Segmentation, Targeting, and Positioning

Product and Service Strategies

Developing and Managing Brand and Product Strategies

Marketing Channels and Supply Chain Management

Retailers, Wholesalers, and Direct Marketers

Integrated Marketing Communications, Advertising, and Digital Communications

Personal Selling and Sales Promotion

Pricing Concepts and Strategies

Relationship Marketing and Customer Relationship Management CRM

Filters