Question 1

Explain the importance of marketing research in marketing decision making.

Accepted Answer

Answers will vary.Marketing research is the process of planning,collecting,and analyzing data relevant to a marketing decision.The results of this analysis are then communicated to management.Thus,marketing research is the function that links the consumer,customer,and public to the marketer through information.Marketing research plays a key role in the marketing system.It provides decision makers with data on the effectiveness of the current marketing mix and insights for necessary changes.Furthermore,marketing research is a main data source for management information systems.In other words,the findings of a marketing research project become data for management decision making.REJ: Please see the section "The Role of Marketing Research" for more information.

Question 2

Which of the following information should be included at the beginning of a marketing research report?

Accepted Answer

A) ​A brief explanation about the research design 
B) A concise statement of the research objectives 
C) A detailed discussion on the methodology employed 
D) ​A summary on the major findings of the research 
A) ​A brief explanation about the research design 
B) A concise statement of the research objectives 
C) A detailed discussion on the methodology employed 
D) ​A summary on the major findings of the research B

Question 3

Mobile research provides immediate feedback about a consumer's purchase decision to the researcher.

Accepted Answer

A) True 
 B)False  True

Question 4

The first step in the marketing research process is:

Accepted Answer

A) ​specifying the sampling procedures to be followed 
B) recognizing a marketing problem or opportunity​ 
C) collecting primary data from available sources 
D) ​planning a research design 
A) ​specifying the sampling procedures to be followed 
B) recognizing a marketing problem or opportunity​ 
C) collecting primary data from available sources 
D) ​planning a research design

Question 5

Which of the following stages in a customer relationship management cycle is characterized by the sharing of customer information to all areas of a business after it has been analyzed and transformed into useful information?

Accepted Answer

A) ​Identifying profitable and unprofitable customers 
B) Leveraging customer information 
C) Identifying customer relationships with the organization 
D) ​Storing and integrating customer data 
A) ​Identifying profitable and unprofitable customers 
B) Leveraging customer information 
C) Identifying customer relationships with the organization 
D) ​Storing and integrating customer data

Question 6

Online panel providers consist of a carefully selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is an advantage of primary data?

Accepted Answer

A) ​Gathering primary data is less expensive than gathering secondary data. 
B) They answer specific research questions that secondary data cannot answer. 
C) They consist of data that are easily available to any interested party. 
D) ​Conducting in-person interviews is an expensive method of gathering primary data. 
A) ​Gathering primary data is less expensive than gathering secondary data. 
B) They answer specific research questions that secondary data cannot answer. 
C) They consist of data that are easily available to any interested party. 
D) ​Conducting in-person interviews is an expensive method of gathering primary data.

Question 8

Which of the following is a technique for gathering primary data?

Accepted Answer

A) Conducting telephone interviews​ 
B) Gathering public sector records 
C) Using published data 
D) ​Summarizing internal reports 
A) Conducting telephone interviews​ 
B) Gathering public sector records 
C) Using published data 
D) ​Summarizing internal reports

Question 9

Discuss the benefits of marketing research to managers.

Accepted Answer

​Answers will vary.Marketing research c

Question 10

In the context of marketing research,describe the concept of competitive intelligence.

Accepted Answer

Answers will vary.Derived from military

Question 11

The management of Fly Pro Airlines plans to introduce special meals on its flights during holiday seasons.It decides to conduct research to determine the best plan and uses the information available on its database to determine the number of flights that were operated and the number of passengers who flew with the airlines during the previous holiday season.In this case,which of the following is most likely to be true?

Accepted Answer

A) ​The quality of the data obtained from Fly Pro Airlines's database can be measured. 
B) The data collected will be of no use if no plan can be devised from the data. 
C) Details about flyers' food habits may not be present in Fly Pro Airlines's database 
D) ​Collecting data from the database will be more time consuming than collecting data directly from the passengers. 
A) ​The quality of the data obtained from Fly Pro Airlines's database can be measured. 
B) The data collected will be of no use if no plan can be devised from the data. 
C) Details about flyers' food habits may not be present in Fly Pro Airlines's database 
D) ​Collecting data from the database will be more time consuming than collecting data directly from the passengers.

Question 12

Kay & Maggie's,a chain of beauty salons,has its outlets in all the malls in the city.It is conducting a survey to find out how satisfied its customers are with the service provided at all its outlets.In all the city malls,a mall interviewer intercepts the customers who exit the salon and directs them to nearby computers.The customers type the answers to the questions displayed on the computer screen.This is an example of _____.

Accepted Answer

A) ​computer-assisted personal interviewing 
B) a focus group 
C) an executive interview 
D) ​computer-assisted self-interviewing 
A) ​computer-assisted personal interviewing 
B) a focus group 
C) an executive interview 
D) ​computer-assisted self-interviewing

Question 13

In the context of marketing research,which of the following is specified in the research design?

Accepted Answer

A) ​The methods of data collection 
B) The management decision problem to be solved 
C) The modifications to be made to the approved project budget 
D) ​The distribution channels of products 
A) ​The methods of data collection 
B) The management decision problem to be solved 
C) The modifications to be made to the approved project budget 
D) ​The distribution channels of products

Question 14

The management of Zilo Toys Inc.,a toy manufacturing company,believes that the longer the customers spend deciding what to purchase,the less likely they are to purchase more items.In order to determine the average time customers spend in purchasing toys from the store,the management employs Tim to observe the customers as they discuss which toys to buy.He then reports his findings to the management.In this scenario,Tim is engaging in _____.

Accepted Answer

A) ​quantitative research 
B) survey research 
C) observation research 
D) ​ethnographic research 
A) ​quantitative research 
B) survey research 
C) observation research 
D) ​ethnographic research

Question 15

In which of the following ways does marketing research help managers?

Accepted Answer

A) ​It helps them serve their customers accurately and efficiently 
B) It helps them eliminate the use of big data for data analysis 
C) It helps them focus on quantity rather than quality of products 
D) ​It helps them ensure that secondary data do not influence marketing decisions 
A) ​It helps them serve their customers accurately and efficiently 
B) It helps them eliminate the use of big data for data analysis 
C) It helps them focus on quantity rather than quality of products 
D) ​It helps them ensure that secondary data do not influence marketing decisions

Question 16

The editor of Market Buzz,a business magazine,wants to make several major changes in the magazine's content and format.Therefore,he asks a few members of the Editorial Board to use diagnostic research to predict the results if the changes are implemented.Given this information,the Editorial Board of Market Buzz will:

Accepted Answer

A) explain how the magazine's competitors improve their circulation​ 
B) determine the impact of the changes on the magazine's circulation 
C) determine the impact of the changes on the magazine's circulation.​ 
D) collect information about the magazine's past performance in the market​ 
A) explain how the magazine's competitors improve their circulation​ 
B) determine the impact of the changes on the magazine's circulation 
C) determine the impact of the changes on the magazine's circulation.​ 
D) collect information about the magazine's past performance in the market​

Question 17

A difference between traditional surveys and Internet surveys is that,internet surveys:

Accepted Answer

A) ​can be targeted at a specific group of people. 
B) require a considerable amount of time and effort to be conducted. 
C) incur training, telecommunications, and management costs. 
D) ​can be personalized for greater relevance to each respondent. 
A) ​can be targeted at a specific group of people. 
B) require a considerable amount of time and effort to be conducted. 
C) incur training, telecommunications, and management costs. 
D) ​can be personalized for greater relevance to each respondent.

Question 18

Which of the following is a similarity between in-home personal interviews and executive interviews?

Accepted Answer

A) ​Both promise anonymity for respondents. 
B) Both involve traveling to an interviewee's location. 
C) Both require computer-assisted interviewing. 
D) ​Both help a researcher save time. 
A) ​Both promise anonymity for respondents. 
B) Both involve traveling to an interviewee's location. 
C) Both require computer-assisted interviewing. 
D) ​Both help a researcher save time.

Question 19

_____ is a system for gathering information from respondents by continuously monitoring the advertising,promotion,and pricing they are exposed to and the things they buy.

Accepted Answer

A) ​Web community research 
B) An online focus group 
C) Scanner-based research 
D) ​A Web survey system 
A) ​Web community research 
B) An online focus group 
C) Scanner-based research 
D) ​A Web survey system

Question 20

The final step in the customer relationship management cycle is to identify a firm's profitable and unprofitable customers.

Accepted Answer

A) True 
 B)False

Explain the importance of marketing research in marketing decision making.

Which of the following information should be included at the beginning of a marketing research report?

Mobile research provides immediate feedback about a consumer's purchase decision to the researcher.

The first step in the marketing research process is:

Which of the following stages in a customer relationship management cycle is characterized by the sharing of customer information to all areas of a business after it has been analyzed and transformed into useful information?

Online panel providers consist of a carefully selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation.

Which of the following is an advantage of primary data?

Which of the following is a technique for gathering primary data?

Discuss the benefits of marketing research to managers.

In the context of marketing research,describe the concept of competitive intelligence.

In the context of marketing research,which of the following is specified in the research design?

In which of the following ways does marketing research help managers?

A difference between traditional surveys and Internet surveys is that,internet surveys:

Which of the following is a similarity between in-home personal interviews and executive interviews?

_____ is a system for gathering information from respondents by continuously monitoring the advertising,promotion,and pricing they are exposed to and the things they buy.

The final step in the customer relationship management cycle is to identify a firm's profitable and unprofitable customers.

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Supply Chain Management and Marketing Channels

Retailing

Marketing Communications

Advertising, Public Relations and Sales Promotion

Personal Selling and Sales Management

Social Media and Marketing

Pricing Concepts

Filters

Exam 9: Marketing Research

Explain the importance of marketing research in marketing decision making.

Which of the following information should be included at the beginning of a marketing research report?

Mobile research provides immediate feedback about a consumer's purchase decision to the researcher.

The first step in the marketing research process is:

Which of the following stages in a customer relationship management cycle is characterized by the sharing of customer information to all areas of a business after it has been analyzed and transformed into useful information?

Online panel providers consist of a carefully selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation.

Which of the following is an advantage of primary data?

Which of the following is a technique for gathering primary data?

Discuss the benefits of marketing research to managers.

In the context of marketing research,describe the concept of competitive intelligence.

In the context of marketing research,which of the following is specified in the research design?

In which of the following ways does marketing research help managers?

A difference between traditional surveys and Internet surveys is that,internet surveys:

Which of the following is a similarity between in-home personal interviews and executive interviews?

_____ is a system for gathering information from respondents by continuously monitoring the advertising,promotion,and pricing they are exposed to and the things they buy.

The final step in the customer relationship management cycle is to identify a firm's profitable and unprofitable customers.

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Supply Chain Management and Marketing Channels

Retailing

Marketing Communications

Advertising, Public Relations and Sales Promotion

Personal Selling and Sales Management

Social Media and Marketing

Pricing Concepts

Filters