Question 1

At PepsiCo, marketing research departments have evolved from providing data to _ .

Accepted Answer

A)  providing big data 
B)  developing algorithms to interpret the data 
C)  writing customized CRM software to suit the company's needs 
D)  forming customer insights teams 
E)  blogging with customers to understand current conditions 
A)  providing big data 
B)  developing algorithms to interpret the data 
C)  writing customized CRM software to suit the company's needs 
D)  forming customer insights teams 
E)  blogging with customers to understand current conditions

Question 2

Which of the following is an advantage of primary data?

Accepted Answer

A)  They are more reflective of past problems. 
B)  They are less expensive to obtain than secondary data. 
C)  They can be accessed from existing information. 
D)  They can be obtained more quickly than secondary data. 
E)  They are more relevant than secondary data. 
A)  They are more reflective of past problems. 
B)  They are less expensive to obtain than secondary data. 
C)  They can be accessed from existing information. 
D)  They can be obtained more quickly than secondary data. 
E)  They are more relevant than secondary data.

Question 3

The objective of research is to gather preliminary information that will help define the problem and suggest hypotheses.

Accepted Answer

A)  causal 
B)  exploratory 
C)  corrective 
D)  experimental 
E)  descriptive 
A)  causal 
B)  exploratory 
C)  corrective 
D)  experimental 
E)  descriptive

Question 4

Open-ended questions provide answers that are easier to interpret and tabulate than closed-ended questions.

Accepted Answer

A) True 
 B)False

Question 5

In a convenience sample, the researcher selects the easiest population members from which to obtain information.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is a disadvantage of secondary data?

Accepted Answer

A)  It can be obtained at a lower cost than primary data. 
B)  It is collected for another purpose. 
C)  It is only available through Internet search engines. 
D)  It must be purchased from commercial online databases. 
E)  It can be obtained quickly. 
A)  It can be obtained at a lower cost than primary data. 
B)  It is collected for another purpose. 
C)  It is only available through Internet search engines. 
D)  It must be purchased from commercial online databases. 
E)  It can be obtained quickly.

Question 7

How has the marketing research industry responded to the intrusion and privacy issues concerning consumer data?

Accepted Answer

The marketing research industry is consi

Question 8

Marketing research can be collected by mail, telephone, personal interview, or online. Discuss the advantages of each contact method.

Accepted Answer

Mail questionnaires can be used to colle

Question 9

is a method of gathering primary data that involves asking people questions about their knowledge, attitudes, preferences, and buying behaviour.

Accepted Answer

A)  Observational research 
B)  Experimental research 
C)  Survey research 
D)  Archival research 
E)  Causal research 
A)  Observational research 
B)  Experimental research 
C)  Survey research 
D)  Archival research 
E)  Causal research

Question 10

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

Accepted Answer

A)  online research 
B)  competitors' internal databases 
C)  benchmarking competitors' products 
D)  observing consumers firsthand 
E)  monitoring social media 
A)  online research 
B)  competitors' internal databases 
C)  benchmarking competitors' products 
D)  observing consumers firsthand 
E)  monitoring social media

Question 11

Harmon, a nationwide department store, uses checkout scanners to record shoppers' purchases. Which term best describes Harmon's checkout scanners?

Accepted Answer

A)  touch point device 
B)  nonprobability sampling tool 
C)  CRM system 
D)  mechanical instrument 
E)  neuromarketing tool 
A)  touch point device 
B)  nonprobability sampling tool 
C)  CRM system 
D)  mechanical instrument 
E)  neuromarketing tool

Question 12

The questionnaire is the most common research instrument.

Accepted Answer

A) True 
 B)False

Question 13

data consist of information collected for the specific purpose at hand.

Accepted Answer

A)  Archival 
B)  Secondary 
C)  Primary 
D)  Historical 
E)  Derived 
A)  Archival 
B)  Secondary 
C)  Primary 
D)  Historical 
E)  Derived

Question 14

Susan Hart, the manager of a children's boutique, collects data from her monthly records of sales, costs, and cash flow. In this case, Susan is making use of databases.

Accepted Answer

A)  external 
B)  internal 
C)  historical 
D)  dialog 
E)  secondary 
A)  external 
B)  internal 
C)  historical 
D)  dialog 
E)  secondary

Question 15

Which of the following is true of a good marketing information system?

Accepted Answer

A)  It typically uses only external sources of data in marketing research. 
B)  It develops a way of offering information about future plans of action that might not be very feasible or cost-effective. 
C)  It eliminates the time-consuming task of assessing the information needs of a firm. 
D)  It focuses solely on maximizing the amount of data generated irrespective of relevance. 
E)  It helps decision makers use the information to generate customer and market insights. 
A)  It typically uses only external sources of data in marketing research. 
B)  It develops a way of offering information about future plans of action that might not be very feasible or cost-effective. 
C)  It eliminates the time-consuming task of assessing the information needs of a firm. 
D)  It focuses solely on maximizing the amount of data generated irrespective of relevance. 
E)  It helps decision makers use the information to generate customer and market insights.

Question 16

Big data refers to the huge data sets generated by sophisticated information generation, collection, storage, and analysis technologies.

Accepted Answer

A) True 
 B)False

Question 17

A practice called allows marketers to use online data to target ads and offers to specific customers.

Accepted Answer

A)  online targeting 
B)  online listening 
C)  data analytics 
D)  behavioural targeting 
E)  social media tracking 
A)  online targeting 
B)  online listening 
C)  data analytics 
D)  behavioural targeting 
E)  social media tracking

Question 18

The database for documents and information filed by public Canadian companies and for investment funds is known as SEDAR (System for Electronic Document Analysis and Retrieval):

Accepted Answer

A) True 
 B)False

Question 19

Vincent Cosmetics decides to launch a cream with a claim that it makes skin "nine times smoother." The claim is based on a study of 30 respondents who used products of other brands as well. However, a second study on a larger sample reveals only a mild correlation between the use of the cream and smoother skin. Describe the
most ethical approach that Vincent Cosmetics should follow? Explain your reasoning behind this decision.

Accepted Answer

The company should be forthright and imm

Question 20

Which of the following demonstrates the real value of a company's marketing research and information system?

Accepted Answer

A)  the tools it uses to gather information 
B)  the type of sampling plan it follows 
C)  the customer insights it provides 
D)  the amount of data it generates 
E)  the variety of contact methods it uses 
A)  the tools it uses to gather information 
B)  the type of sampling plan it follows 
C)  the customer insights it provides 
D)  the amount of data it generates 
E)  the variety of contact methods it uses

At PepsiCo, marketing research departments have evolved from providing data to _ .

Which of the following is an advantage of primary data?

The objective of research is to gather preliminary information that will help define the problem and suggest hypotheses.

Open-ended questions provide answers that are easier to interpret and tabulate than closed-ended questions.

In a convenience sample, the researcher selects the easiest population members from which to obtain information.

Which of the following is a disadvantage of secondary data?

How has the marketing research industry responded to the intrusion and privacy issues concerning consumer data?

Marketing research can be collected by mail, telephone, personal interview, or online. Discuss the advantages of each contact method.

is a method of gathering primary data that involves asking people questions about their knowledge, attitudes, preferences, and buying behaviour.

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

Harmon, a nationwide department store, uses checkout scanners to record shoppers' purchases. Which term best describes Harmon's checkout scanners?

The questionnaire is the most common research instrument.

data consist of information collected for the specific purpose at hand.

Susan Hart, the manager of a children's boutique, collects data from her monthly records of sales, costs, and cash flow. In this case, Susan is making use of databases.

Which of the following is true of a good marketing information system?

Big data refers to the huge data sets generated by sophisticated information generation, collection, storage, and analysis technologies.

A practice called allows marketers to use online data to target ads and offers to specific customers.

The database for documents and information filed by public Canadian companies and for investment funds is known as SEDAR (System for Electronic Document Analysis and Retrieval):

Which of the following demonstrates the real value of a company's marketing research and information system?

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Understanding Consumer and Business Buyer Behaviour

Customer Value-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: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Exam 4: Managing Marketing Information to Gain Customer Insights

At PepsiCo, marketing research departments have evolved from providing data to _ .

Which of the following is an advantage of primary data?

The objective of research is to gather preliminary information that will help define the problem and suggest hypotheses.

Open-ended questions provide answers that are easier to interpret and tabulate than closed-ended questions.

In a convenience sample, the researcher selects the easiest population members from which to obtain information.

Which of the following is a disadvantage of secondary data?

How has the marketing research industry responded to the intrusion and privacy issues concerning consumer data?

Marketing research can be collected by mail, telephone, personal interview, or online. Discuss the advantages of each contact method.

is a method of gathering primary data that involves asking people questions about their knowledge, attitudes, preferences, and buying behaviour.

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

Harmon, a nationwide department store, uses checkout scanners to record shoppers' purchases. Which term best describes Harmon's checkout scanners?

The questionnaire is the most common research instrument.

data consist of information collected for the specific purpose at hand.

Susan Hart, the manager of a children's boutique, collects data from her monthly records of sales, costs, and cash flow. In this case, Susan is making use of databases.

Which of the following is true of a good marketing information system?

Big data refers to the huge data sets generated by sophisticated information generation, collection, storage, and analysis technologies.

A practice called allows marketers to use online data to target ads and offers to specific customers.

The database for documents and information filed by public Canadian companies and for investment funds is known as SEDAR (System for Electronic Document Analysis and Retrieval):

Which of the following demonstrates the real value of a company's marketing research and information system?

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Understanding Consumer and Business Buyer Behaviour

Customer Value-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: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters