Question 1

The real value of marketing research and information lies not in quantity but in the customer insights provided.

Accepted Answer

A) True 
 B)False

Question 2

Nathan Eguakun owns a regional chain of drug stores. Before expanding nationwide, Nathan is conducting marketing research to determine the best options for opening new stores. He plans to start by collecting secondary data. Which of the following is a source of primary data that Nathan might use?

Accepted Answer

A) Yankelovich's Monitor 
B) commercial online databases 
C) online questionnaires 
D) web search engines 
E) local chambers of commerce 
A) Yankelovich's Monitor 
B) commercial online databases 
C) online questionnaires 
D) web search engines 
E) local chambers of commerce

Question 3

You have decided to use only open-end questions on your survey. Which of the following questions would be found on your survey?

Accepted Answer

A) Do you like chocolate? 
B) What is your gender? 
C) Do you work full- or part-time? 
D) What do you like about your school? 
E) In what month do you plant your garden? 
A) Do you like chocolate? 
B) What is your gender? 
C) Do you work full- or part-time? 
D) What do you like about your school? 
E) In what month do you plant your garden?

Question 4

Information collected from online databases on the Internet is an example of ________ data.

Accepted Answer

A) primary 
B) secondary 
C) observational 
D) experimental 
E) ethnographic 
A) primary 
B) secondary 
C) observational 
D) experimental 
E) ethnographic

Question 5

Jason West, owner of A-1 Cleaning, began his enterprise in 2001. Jason's primary focus had been on office cleaning for large corporations. But in recent months Jason has seen a decline in demand for office cleaning. Surprisingly, the competitive environment appears relatively stable with no new competitors. However, Jason understands that office cleaning is a high-frequency service that is usually performed daily; therefore, competitors must be doing something to attract his customers. Building a competitive advantage seems to be the only option to offset competition. But as Jason pondered his dilemma, he realized that he needed to better understand how customers assess service quality and what they are looking for in a superior cleaning service before he could build his competitive advantage.

Jason developed a research plan. First, he gathered competitor information—primarily through pamphlets, but also from a few phone calls—to find out exactly what competitors offer in their cleaning packages. In addition, Jason obtained from the area Chamber of Commerce an updated list of local corporations to which he would send a short survey.

Though the list of corporations contained 141 local company names, Jason chose to survey 75 of them. To better understand customer service expectations in both small and large corporations, Jason divided his surveys into two categories. The survey questions were designed to extract specific data from respondents with regard to service quality expectations in correlation to service frequency and price.

Jason awaited the results. Though his primary focus had been on large corporations, he was flexible and would aim his efforts differently if needed.

-Why might Jason have purposefully avoided data collected via online research?

Accepted Answer

Jason wanted to control who was included

Question 6

You have decided to run for a local political office. You want to hand-deliver campaign materials in person to the homes of voters. Explain how marketing intelligence plays a role in this scenario.

Accepted Answer

Marketing intelligence involves the syst

Question 7

Give an example of a closed-end question.

Accepted Answer

Closed-end questions force res

Question 8

After a research instrument is selected, the next step in the marketing research process is ________.

Accepted Answer

A) selecting a sampling method 
B) interpreting the findings 
C) implementing the research plan 
D) collecting secondary data 
E) selecting a research approach 
A) selecting a sampling method 
B) interpreting the findings 
C) implementing the research plan 
D) collecting secondary data 
E) selecting a research approach

Question 9

Marketing information from which type of database usually can be accessed more quickly and cheaply than other information sources?

Accepted Answer

A) external 
B) LexisNexis 
C) DataStar 
D) internal 
E) ProQuest 
A) external 
B) LexisNexis 
C) DataStar 
D) internal 
E) ProQuest

Question 10

Too much marketing information can be as harmful as too little.

Accepted Answer

A) True 
 B)False

Question 11

Marketing intelligence techniques range from observing consumers first-hand to quizzing the company's own employees, benchmarking competitors' products, researching on the Internet, and monitoring Internet buzz.

Accepted Answer

A) True 
 B)False

Question 12

Compare and contrast closed-end questions and open-end questions for gathering data.

Accepted Answer

Closed-end questions, which include all

Question 13

The best approach for researchers to take to protect consumer privacy includes which of the following?

Accepted Answer

A) Ask for as much information as possible. 
B) Use information to maximize profit. 
C) Avoid sharing information without the customer's permission. 
D) Sell the information only when it is financially worthwhile. 
E) Fully explain to the respondents how the information will be collected. 
A) Ask for as much information as possible. 
B) Use information to maximize profit. 
C) Avoid sharing information without the customer's permission. 
D) Sell the information only when it is financially worthwhile. 
E) Fully explain to the respondents how the information will be collected.

Question 14

What do many researchers encounter when conducting market research in foreign countries?

Accepted Answer

A) Some countries have limited access to databases to create samples. 
B) Many countries have mail services. 
C) Some countries have poor roads. 
D) Many cultures over value marketing research. 
E) Some countries do not speak English. 
A) Some countries have limited access to databases to create samples. 
B) Many countries have mail services. 
C) Some countries have poor roads. 
D) Many cultures over value marketing research. 
E) Some countries do not speak English.

Question 15

Your assistant wants to use secondary data exclusively for the current marketing research project. Which of the following statements is false regarding secondary data?

Accepted Answer

A) It may not exist. 
B) It may not be relevant. 
C) It may not be impartial. 
D) It is generally more expensive to obtain than primary data. 
E) It may not be current. 
A) It may not exist. 
B) It may not be relevant. 
C) It may not be impartial. 
D) It is generally more expensive to obtain than primary data. 
E) It may not be current.

Question 16

Besides "management," a marketing information system can also serve ________.

Accepted Answer

A) producers 
B) IT companies 
C) governments 
D) marketing services agencies 
E) competitors 
A) producers 
B) IT companies 
C) governments 
D) marketing services agencies 
E) competitors

Question 17

Companies allowing key customers and value-network members to access accounts, products, and other data, are using ________.

Accepted Answer

A) a company CRM system 
B) an intranet 
C) direct marketing 
D) marketing intelligence 
E) online research 
A) a company CRM system 
B) an intranet 
C) direct marketing 
D) marketing intelligence 
E) online research

Question 18

Discuss the makeup and functions of a marketing information system (MIS).

Accepted Answer

A typical MIS consists of people, equipm

Question 19

You work in a bank and your manager asks you to open an account with a competing banking institution so that you can assess why consumers prefer the services of that bank over yours. This is an illegal practice.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is considered a source of marketing intelligence?

Accepted Answer

A) rooting through competitor's garbage 
B) internal accounting records 
C) monitoring staff emails 
D) internal causal research 
E) suppliers' private annual reports 
A) rooting through competitor's garbage 
B) internal accounting records 
C) monitoring staff emails 
D) internal causal research 
E) suppliers' private annual reports

The real value of marketing research and information lies not in quantity but in the customer insights provided.

Nathan Eguakun owns a regional chain of drug stores. Before expanding nationwide, Nathan is conducting marketing research to determine the best options for opening new stores. He plans to start by collecting secondary data. Which of the following is a source of primary data that Nathan might use?

You have decided to use only open-end questions on your survey. Which of the following questions would be found on your survey?

Information collected from online databases on the Internet is an example of ________ data.

You have decided to run for a local political office. You want to hand-deliver campaign materials in person to the homes of voters. Explain how marketing intelligence plays a role in this scenario.

Give an example of a closed-end question.

After a research instrument is selected, the next step in the marketing research process is ________.

Marketing information from which type of database usually can be accessed more quickly and cheaply than other information sources?

Too much marketing information can be as harmful as too little.

Marketing intelligence techniques range from observing consumers first-hand to quizzing the company's own employees, benchmarking competitors' products, researching on the Internet, and monitoring Internet buzz.

Compare and contrast closed-end questions and open-end questions for gathering data.

The best approach for researchers to take to protect consumer privacy includes which of the following?

What do many researchers encounter when conducting market research in foreign countries?

Your assistant wants to use secondary data exclusively for the current marketing research project. Which of the following statements is false regarding secondary data?

Besides "management," a marketing information system can also serve ________.

Companies allowing key customers and value-network members to access accounts, products, and other data, are using ________.

Discuss the makeup and functions of a marketing information system (MIS).

You work in a bank and your manager asks you to open an account with a competing banking institution so that you can assess why consumers prefer the services of that bank over yours. This is an illegal practice.

Which of the following is considered a source of marketing intelligence?

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

The real value of marketing research and information lies not in quantity but in the customer insights provided.

Nathan Eguakun owns a regional chain of drug stores. Before expanding nationwide, Nathan is conducting marketing research to determine the best options for opening new stores. He plans to start by collecting secondary data. Which of the following is a source of primary data that Nathan might use?

You have decided to use only open-end questions on your survey. Which of the following questions would be found on your survey?

Information collected from online databases on the Internet is an example of ________ data.

You have decided to run for a local political office. You want to hand-deliver campaign materials in person to the homes of voters. Explain how marketing intelligence plays a role in this scenario.

Give an example of a closed-end question.

After a research instrument is selected, the next step in the marketing research process is ________.

Marketing information from which type of database usually can be accessed more quickly and cheaply than other information sources?

Too much marketing information can be as harmful as too little.

Marketing intelligence techniques range from observing consumers first-hand to quizzing the company's own employees, benchmarking competitors' products, researching on the Internet, and monitoring Internet buzz.

Compare and contrast closed-end questions and open-end questions for gathering data.

The best approach for researchers to take to protect consumer privacy includes which of the following?

What do many researchers encounter when conducting market research in foreign countries?

Your assistant wants to use secondary data exclusively for the current marketing research project. Which of the following statements is false regarding secondary data?

Besides "management," a marketing information system can also serve ________.

Companies allowing key customers and value-network members to access accounts, products, and other data, are using ________.

Discuss the makeup and functions of a marketing information system (MIS).

You work in a bank and your manager asks you to open an account with a competing banking institution so that you can assess why consumers prefer the services of that bank over yours. This is an illegal practice.

Which of the following is considered a source of marketing intelligence?

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