Question 1

Questionnaires are the most common research instrument.

Accepted Answer

A) True 
 B)False

Question 2

________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.

Accepted Answer

A) Marketing data 
B) Competitive Marketing intelligence 
C) Sales management 
D) Customer intelligence 
E) Competitive intelligence 
A) Marketing data 
B) Competitive Marketing intelligence 
C) Sales management 
D) Customer intelligence 
E) Competitive intelligence

Question 3

AMF Research Group must guard against problems during the implementation phase of marketing research for its clients. Which of the following should AMF Research Group avoid doing at the implementation phase?

Accepted Answer

A) interacting with respondents 
B) providing incorrect answers 
C) allowing unexpected research outcomes 
D) interpreting the findings 
E) reporting the findings 
A) interacting with respondents 
B) providing incorrect answers 
C) allowing unexpected research outcomes 
D) interpreting the findings 
E) reporting the findings

Question 4

Sampling errors can be measured in nonprobability samples.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is true about customer relationship management (CRM)?

Accepted Answer

A) It relies on information produced through primary research. 
B) Its aim is to maximize profit margins 
C) Its aim is to increase the efficiency of each customer touchpoint. 
D) Its aim is to maximize customer loyalty. 
E) Most companies who first implemented CRM have greatly benefited from the results. 
A) It relies on information produced through primary research. 
B) Its aim is to maximize profit margins 
C) Its aim is to increase the efficiency of each customer touchpoint. 
D) Its aim is to maximize customer loyalty. 
E) Most companies who first implemented CRM have greatly benefited from the results.

Question 6

Each company must accept ________ to protect customers' best interests and their own.

Accepted Answer

A) chief customer loyalty manager 
B) chief behavioural analyst 
C) responsibility for policing the conduct of its own marketing research 
D) ethics manager 
E) data warehouse manager 
A) chief customer loyalty manager 
B) chief behavioural analyst 
C) responsibility for policing the conduct of its own marketing research 
D) ethics manager 
E) data warehouse manager

Question 7

Which form of data below can usually be obtained more quickly and at a lower cost than the others?

Accepted Answer

A) primary 
B) survey research 
C) secondary 
D) experimental research 
E) observational research 
A) primary 
B) survey research 
C) secondary 
D) experimental research 
E) observational research

Question 8

Many companies have even appointed ________, who are charged with sifting through online customer conversations and passing along key insights to marketing decision makers.

Accepted Answer

A) chief listening officers 
B) researchers 
C) marketing experts 
D) focus groups 
E) employees 
A) chief listening officers 
B) researchers 
C) marketing experts 
D) focus groups 
E) employees

Question 9

ABC Interior Designs wants to collect research data through mechanical instruments. The three typical methods are video cameras, checkout scanners, and Internet surveys.

Accepted Answer

A) True 
 B)False

Question 10

In the second step of the marketing research process, research objectives should be translated into specific ________.

Accepted Answer

A) marketing goals 
B) information needs 
C) dollar amounts 
D) research methods 
E) information sources 
A) marketing goals 
B) information needs 
C) dollar amounts 
D) research methods 
E) information sources

Question 11

Sales have dropped at XYZ Corporation. Give two specific pieces of information the company's marketing researcher might need in order to reverse this situation.

Accepted Answer

First the researcher might wish to do ex

Question 12

In CRM, findings about customers discovered through ________ techniques often lead to marketing opportunities.

Accepted Answer

A) data warehousing 
B) data mining 
C) customer strategy 
D) customer loyalty management 
E) value network 
A) data warehousing 
B) data mining 
C) customer strategy 
D) customer loyalty management 
E) value network

Question 13

What source of marketing information provides those within the company ready access to research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more?

Accepted Answer

A) an internal CRM system 
B) an extranet 
C) the Internet 
D) marketing research 
E) marketing intelligence 
A) an internal CRM system 
B) an extranet 
C) the Internet 
D) marketing research 
E) marketing intelligence

Question 14

Your marketing department is attempting to improve strategic decision making, track competitors' actions, and provide early warning of opportunities and threats. To achieve this goal, which of the following would be the best for your department to use?

Accepted Answer

A) internal databases 
B) external databases 
C) marketing intelligence 
D) the Internet 
E) company reports only 
A) internal databases 
B) external databases 
C) marketing intelligence 
D) the Internet 
E) company reports only

Question 15

Marketing researchers usually draw conclusions about large groups of consumers by studying a small ________ of the total consumer population.

Accepted Answer

A) group 
B) sample 
C) population 
D) target group 
E) audience 
A) group 
B) sample 
C) population 
D) target group 
E) audience

Question 16

You generally need to ask three questions when developing a sampling plan. Which of the questions below is one of these three?

Accepted Answer

A) Who should be left out of the sample (sampling exclusion)? 
B) How should we contact the sample (sampling approach)? 
C) Why should respondents be selected (sampling justification)? 
D) How should participants be chosen (sampling procedure)? 
E) none of the above 
A) Who should be left out of the sample (sampling exclusion)? 
B) How should we contact the sample (sampling approach)? 
C) Why should respondents be selected (sampling justification)? 
D) How should participants be chosen (sampling procedure)? 
E) none of the above

Question 17

Focus groups use no interviewer to bias the answers, may produce more honest answers, and can be used to collect large amounts of data at a low cost per respondent.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following statements about neuromarketing is false?

Accepted Answer

A) Neuromarketing measures brain activity to learn about consumer responses and feelings. 
B) Well-known firms now hire neuromarketers. 
C) Neuromarketing can be used to measure consumer involvement with a brand. 
D) Responses provided by the use of neuromarketing are difficult to interpret. 
E) Neuromarketing is regularly used as a stand-alone approach to consumer behaviour. 
A) Neuromarketing measures brain activity to learn about consumer responses and feelings. 
B) Well-known firms now hire neuromarketers. 
C) Neuromarketing can be used to measure consumer involvement with a brand. 
D) Responses provided by the use of neuromarketing are difficult to interpret. 
E) Neuromarketing is regularly used as a stand-alone approach to consumer behaviour.

Question 19

Fredia Dyck has just discovered the major advantage of survey research. She reports to her supervisor that the advantage is its ________.

Accepted Answer

A) flexibility 
B) interactive design 
C) ease to complete 
D) understandability 
E) simplicity 
A) flexibility 
B) interactive design 
C) ease to complete 
D) understandability 
E) simplicity

Question 20

Which method could a marketing researcher use to obtain information that people are unwilling or unable to provide?

Accepted Answer

A) observational research 
B) focus groups 
C) personal interviews 
D) Internet surveys 
E) questionnaires 
A) observational research 
B) focus groups 
C) personal interviews 
D) Internet surveys 
E) questionnaires

Questionnaires are the most common research instrument.

________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.

AMF Research Group must guard against problems during the implementation phase of marketing research for its clients. Which of the following should AMF Research Group avoid doing at the implementation phase?

Sampling errors can be measured in nonprobability samples.

Which of the following is true about customer relationship management (CRM)?

Each company must accept ________ to protect customers' best interests and their own.

Which form of data below can usually be obtained more quickly and at a lower cost than the others?

Many companies have even appointed ________, who are charged with sifting through online customer conversations and passing along key insights to marketing decision makers.

ABC Interior Designs wants to collect research data through mechanical instruments. The three typical methods are video cameras, checkout scanners, and Internet surveys.

In the second step of the marketing research process, research objectives should be translated into specific ________.

Sales have dropped at XYZ Corporation. Give two specific pieces of information the company's marketing researcher might need in order to reverse this situation.

In CRM, findings about customers discovered through ________ techniques often lead to marketing opportunities.

What source of marketing information provides those within the company ready access to research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more?

Your marketing department is attempting to improve strategic decision making, track competitors' actions, and provide early warning of opportunities and threats. To achieve this goal, which of the following would be the best for your department to use?

Marketing researchers usually draw conclusions about large groups of consumers by studying a small ________ of the total consumer population.

You generally need to ask three questions when developing a sampling plan. Which of the questions below is one of these three?

Focus groups use no interviewer to bias the answers, may produce more honest answers, and can be used to collect large amounts of data at a low cost per respondent.

Which of the following statements about neuromarketing is false?

Fredia Dyck has just discovered the major advantage of survey research. She reports to her supervisor that the advantage is its ________.

Which method could a marketing researcher use to obtain information that people are unwilling or unable to provide?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Sustainable Marketing, Social Responsibility and Ethics

Analyzing the Marketing Environment

Understanding Consumer and Business Buyer Behaviour

Segmentation, Targeting, and Positioning

Developing and Managing Products and Services

Brand Strategy and Management

Pricing: Understanding and Capturing Customer Value

Marketing Channels

Retailing and Wholesaling

Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Filters

Exam 5: Managing Marketing Information to Gain Customer Insights

Questionnaires are the most common research instrument.

________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.

AMF Research Group must guard against problems during the implementation phase of marketing research for its clients. Which of the following should AMF Research Group avoid doing at the implementation phase?

Sampling errors can be measured in nonprobability samples.

Which of the following is true about customer relationship management (CRM)?

Each company must accept ________ to protect customers' best interests and their own.

Which form of data below can usually be obtained more quickly and at a lower cost than the others?

Many companies have even appointed ________, who are charged with sifting through online customer conversations and passing along key insights to marketing decision makers.

ABC Interior Designs wants to collect research data through mechanical instruments. The three typical methods are video cameras, checkout scanners, and Internet surveys.

In the second step of the marketing research process, research objectives should be translated into specific ________.

Sales have dropped at XYZ Corporation. Give two specific pieces of information the company's marketing researcher might need in order to reverse this situation.

In CRM, findings about customers discovered through ________ techniques often lead to marketing opportunities.

What source of marketing information provides those within the company ready access to research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more?

Your marketing department is attempting to improve strategic decision making, track competitors' actions, and provide early warning of opportunities and threats. To achieve this goal, which of the following would be the best for your department to use?

Marketing researchers usually draw conclusions about large groups of consumers by studying a small ________ of the total consumer population.

You generally need to ask three questions when developing a sampling plan. Which of the questions below is one of these three?

Focus groups use no interviewer to bias the answers, may produce more honest answers, and can be used to collect large amounts of data at a low cost per respondent.

Which of the following statements about neuromarketing is false?

Fredia Dyck has just discovered the major advantage of survey research. She reports to her supervisor that the advantage is its ________.

Which method could a marketing researcher use to obtain information that people are unwilling or unable to provide?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Sustainable Marketing, Social Responsibility and Ethics

Analyzing the Marketing Environment

Understanding Consumer and Business Buyer Behaviour

Segmentation, Targeting, and Positioning

Developing and Managing Products and Services

Brand Strategy and Management

Pricing: Understanding and Capturing Customer Value

Marketing Channels

Retailing and Wholesaling

Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Filters