Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

Companies have set up social media command centres that monitor real-time brand-related online mobile media activity.

Accepted Answer

A) True 
 B)False

Question 3

is often the most difficult but most critical step in the research process.

Accepted Answer

A)  Collecting and analyzing the data 
B)  Interpreting the findings 
C)  Defining the problem and research objectives 
D)  Developing the research plan 
E)  Gathering secondary data 
A)  Collecting and analyzing the data 
B)  Interpreting the findings 
C)  Defining the problem and research objectives 
D)  Developing the research plan 
E)  Gathering secondary data

Question 4

Open-ended questions are especially useful in exploratory research, when the researcher is trying to find out what people think but not measuring how many people think in a certain way.

Accepted Answer

A) True 
 B)False

Question 5

The most common research instrument, whether administered in person, by phone, by e-mail, or online, is the .

Accepted Answer

A)  questionnaire 
B)  telephone interview 
C)  personal interview 
D)  mechanical device 
E)  focus group 
A)  questionnaire 
B)  telephone interview 
C)  personal interview 
D)  mechanical device 
E)  focus group

Question 6

A major advantage of a mail survey is that it _ .

Accepted Answer

A)  can be completed quickly 
B)  generates high response rates 
C)  provides significant flexibility 
D)  offers strong sample control 
E)  eliminates interviewer bias 
A)  can be completed quickly 
B)  generates high response rates 
C)  provides significant flexibility 
D)  offers strong sample control 
E)  eliminates interviewer bias

Question 7

Each population member has a known chance of being included when a probability sampling procedure is used.

Accepted Answer

A) True 
 B)False

Question 8

In this age of big data, one of the larger challenges facing marketing managers is being overwhelmed with large volumes of data.

Accepted Answer

A) True 
 B)False

Question 9

Exploratory research would be used to gather data about the market potential for a new product.

Accepted Answer

A) True 
 B)False

Question 10

Marketing Information Systems (MIS) do not collect and use data from the operations department (production, shipments) as they are not connected to the customer and therefore are not marketing related.

Accepted Answer

A) True 
 B)False

Question 11

Ideally, a sample should be representative so that a researcher can make accurate estimates of the thoughts and behaviours of the larger population.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A)  questionnaires and mechanical devices 
B)  focus groups and questionnaires 
C)  observation scales and personal interviews 
D)  personal interviews and online focus groups 
E)  focus groups and mechanical devices 
A)  questionnaires and mechanical devices 
B)  focus groups and questionnaires 
C)  observation scales and personal interviews 
D)  personal interviews and online focus groups 
E)  focus groups and mechanical devices

Question 13

Researchers should use simple, direct, and unbiased wording of questions for research.

Accepted Answer

A) True 
 B)False

Question 14

Explain the steps involved in the marketing research process.

Accepted Answer

The marketing research process involves

Question 15

In most marketing research projects, what type of research is conducted first?

Accepted Answer

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

Question 16

Marketers can obtain needed information from internal data, marketing intelligence, and marketing research.
Describe some common sources of each.

Accepted Answer

Internal databases are built upon record

Question 17

Marketers don't need _ _ information, they need information. And they need to make better of the information they already have.

Accepted Answer

A)  simpler, more, reports 
B)  more, better, use 
C)  sophisticated, simpler, conclusions 
D)  complicated, simplified, infographics 
E)  less, more, reports 
A)  simpler, more, reports 
B)  more, better, use 
C)  sophisticated, simpler, conclusions 
D)  complicated, simplified, infographics 
E)  less, more, reports

Question 18

Describe the components of a marketing information system (MIS) and list its three main functions.

Accepted Answer

A typical MIS consists of people and pro

Question 19

Mail surveys have many disadvantages so many marketers have switched to _ .

Accepted Answer

A)  group interviews 
B)  individual interviews 
C)  personal surveys 
D)  Internet-based surveys 
E)  telephone surveys 
A)  group interviews 
B)  individual interviews 
C)  personal surveys 
D)  Internet-based surveys 
E)  telephone surveys

Question 20

A company that sells personal care products sends a trained observer to watch potential buyers in their natural environments. This is an example of research.

Accepted Answer

A)  online 
B)  quantitative 
C)  ethnographic 
D)  archival 
E)  experimental 
A)  online 
B)  quantitative 
C)  ethnographic 
D)  archival 
E)  experimental

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

Companies have set up social media command centres that monitor real-time brand-related online mobile media activity.

is often the most difficult but most critical step in the research process.

Open-ended questions are especially useful in exploratory research, when the researcher is trying to find out what people think but not measuring how many people think in a certain way.

The most common research instrument, whether administered in person, by phone, by e-mail, or online, is the .

A major advantage of a mail survey is that it _ .

Each population member has a known chance of being included when a probability sampling procedure is used.

In this age of big data, one of the larger challenges facing marketing managers is being overwhelmed with large volumes of data.

Exploratory research would be used to gather data about the market potential for a new product.

Marketing Information Systems (MIS) do not collect and use data from the operations department (production, shipments) as they are not connected to the customer and therefore are not marketing related.

Ideally, a sample should be representative so that a researcher can make accurate estimates of the thoughts and behaviours of the larger population.

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

Researchers should use simple, direct, and unbiased wording of questions for research.

Explain the steps involved in the marketing research process.

In most marketing research projects, what type of research is conducted first?

Marketers can obtain needed information from internal data, marketing intelligence, and marketing research. Describe some common sources of each.

Marketers don't need _ _ information, they need information. And they need to make better of the information they already have.

Describe the components of a marketing information system (MIS) and list its three main functions.

Mail surveys have many disadvantages so many marketers have switched to _ .

A company that sells personal care products sends a trained observer to watch potential buyers in their natural environments. This is an example of research.

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

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

Companies have set up social media command centres that monitor real-time brand-related online mobile media activity.

is often the most difficult but most critical step in the research process.

Open-ended questions are especially useful in exploratory research, when the researcher is trying to find out what people think but not measuring how many people think in a certain way.

The most common research instrument, whether administered in person, by phone, by e-mail, or online, is the .

A major advantage of a mail survey is that it _ .

Each population member has a known chance of being included when a probability sampling procedure is used.

In this age of big data, one of the larger challenges facing marketing managers is being overwhelmed with large volumes of data.

Exploratory research would be used to gather data about the market potential for a new product.

Marketing Information Systems (MIS) do not collect and use data from the operations department (production, shipments) as they are not connected to the customer and therefore are not marketing related.

Ideally, a sample should be representative so that a researcher can make accurate estimates of the thoughts and behaviours of the larger population.

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

Researchers should use simple, direct, and unbiased wording of questions for research.

Explain the steps involved in the marketing research process.

In most marketing research projects, what type of research is conducted first?

Marketers can obtain needed information from internal data, marketing intelligence, and marketing research. Describe some common sources of each.

Marketers don't need _ _ information, they need information. And they need to make better of the information they already have.

Describe the components of a marketing information system (MIS) and list its three main functions.

Mail surveys have many disadvantages so many marketers have switched to _ .

A company that sells personal care products sends a trained observer to watch potential buyers in their natural environments. This is an example of research.

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