Exam 9: Marketing Research

Which of the following is a secondary data collection method?

In the context of developing an effective customer relationship management system,the use of big data analytics is restricted to the collection of customer data.

Caroline,the store manager at a jewelry store,conducts statewide market research and collects data on customer preferences toward various jewelry items.Based on her findings,she has to recommend the items customers are more likely to buy and the items the store should promote more so that profits can be maximized.In this case,Caroline will be performing the _____ of marketing research.

A moderator's major role in an online focus group is to:

Competitive intelligence was derived from military intelligence.

Which of the following is a criticism of online panel providers?

The management of Vaikel Inc.,an automobile manufacturer,is conducting a survey to find out people's opinions about its latest car,Vaikel 6.0,and their level of satisfaction after using the car.It requests some customers who recently purchased Vaikel 6.0 to participate in the survey and asks them to log on to the company Web site at a given time.After they log on to the site,a moderator runs a discussion about the car and allows the customers to respond.In this case,Vaikel is using a(n)_____ to conduct the survey.

Correct.In this case,Caroline will be performing the predictive role of marketing research.The predictive role of marketing research is to address "what if" questions.See 9-1: The Role of Marketing Research

Which of the following is a strategy that should be followed by a company to initiate the customer relationship management cycle?

Marketing research helps managers understand the marketing environment with the aid of big data analytics.

Gerrard,the CEO of a clothing company,decides to conduct a survey on the quality of the company's products.He instructs the survey team to interview the customers who visit the outlets during weekdays.The customers who will be interviewed can be considered a _____.

Differentiate between the different types of questions that are used in questionnaires.

Research questions cannot be answered with primary data.

In the context of the ever-changing marketplace,which of the following statements is true of marketing research?

A _____ is a sample in which every element in the population has a known statistical likelihood of being selected.

Cloyd's Supermarket,a popular retail store,sells a variety of products.In order to assess if it needs to make improvements to its service,the marketing research team sends out questionnaires to Cloyd's regular customers.The questionnaire has questions with blank spaces below.The customers have to write what they like best about shopping at Cloyd's and what new products or services they expect from Cloyd's.The questions included in the questionnaire are examples of _____.

Which of the following is a difference between primary data and secondary data?

Unlike the marketing research problem,the management decision problem

Discuss the benefits of Web community research in conducting online surveys.

Marketing research is of little help to managers who want to improve the quality of decision making.