Question 1

Which of the following statements is NOT true regarding information collected by marketers?

Accepted Answer

A) Managers lack information of the right kind. 
B) Most managers do not need more information. 
C) Most managers need better information. 
D) Many managers are burdened by data overload. 
E) Managers have the right information and they have enough of it. 
A) Managers lack information of the right kind. 
B) Most managers do not need more information. 
C) Most managers need better information. 
D) Many managers are burdened by data overload. 
E) Managers have the right information and they have enough of it. E

Question 2

It is most accurate to say that secondary data are ________.

Accepted Answer

A) collected mostly via surveys 
B) expensive to obtain 
C) not always very usable 
D) never purchased from outside suppliers 
E) always necessary to support primary data 
A) collected mostly via surveys 
B) expensive to obtain 
C) not always very usable 
D) never purchased from outside suppliers 
E) always necessary to support primary data C

Question 3

A(n)________ sample is one where the researcher selects the easiest population members from which to obtain information.

Accepted Answer

convenience

Question 4

Because of the scarcity of good secondary data,international researchers must often collect their own primary data.An initial problem with this collection is developing good ________.

Accepted Answer

A) samples 
B) research firms 
C) customer relationships with nationals 
D) relationships with channel members 
E) analytical models 
A) samples 
B) research firms 
C) customer relationships with nationals 
D) relationships with channel members 
E) analytical models

Question 5

Which contact method for marketing research is flexible,allows for explanation of difficult questions and lends itself to showing products and advertisements?

Accepted Answer

A) personal interviewing 
B) online interviewing 
C) phone interviewing 
D) ethnographic research 
E) observational research 
A) personal interviewing 
B) online interviewing 
C) phone interviewing 
D) ethnographic research 
E) observational research

Question 6

You want to find out whether Australians between 21 and 40 years of age tend to vote Labour and whether Australians between 41 and 70 tend to vote Liberal.You will most likely use a ________ to collect your data.

Accepted Answer

A) simple random sample 
B) mechanical device 
C) stratified random sample 
D) cluster sample 
E) convenience sample 
A) simple random sample 
B) mechanical device 
C) stratified random sample 
D) cluster sample 
E) convenience sample

Question 7

Marketing managers today need not just more information,but ________ information.

Accepted Answer

The answer of Marketing managers today need not just more...

Question 8

When managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch to get reactions,they are using ________.

Accepted Answer

A) informal surveys 
B) experiments 
C) observation 
D) direct marketing 
E) marketing intelligence 
A) informal surveys 
B) experiments 
C) observation 
D) direct marketing 
E) marketing intelligence

Question 9

Because secondary data provide good starting points and often help to define problems and research objectives,most companies do not also need to collect primary data.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following most accurately identifies the purpose of a data warehouse?

Accepted Answer

A) to prioritise information 
B) to integrate information a company already has 
C) to interpret data 
D) to analyse data 
E) to identify and discard old data 
A) to prioritise information 
B) to integrate information a company already has 
C) to interpret data 
D) to analyse data 
E) to identify and discard old data

Question 11

A firm is conducting marketing research to determine the best options for opening new stores.Which of the following is NOT a source of secondary data that the firm might use?

Accepted Answer

A) Experian Australia 
B) commercial online databases 
C) online questionnaires 
D) Web search engines 
E) local chambers of commerce 
A) Experian Australia 
B) commercial online databases 
C) online questionnaires 
D) Web search engines 
E) local chambers of commerce

Question 12

What is a major drawback of probability sampling?

Accepted Answer

A) It can be time consuming. 
B) Sampling error cannot be measured. 
C) The most difficult population from which to obtain information is chosen. 
D) Everyone has an equal chance of selection. 
E) Marketers must rely on the judgment of the researcher in respondent selection. 
A) It can be time consuming. 
B) Sampling error cannot be measured. 
C) The most difficult population from which to obtain information is chosen. 
D) Everyone has an equal chance of selection. 
E) Marketers must rely on the judgment of the researcher in respondent selection.

Question 13

Many companies are now restructuring and renaming their marketing research and information functions.In their place,companies are creating ________.

Accepted Answer

customer i

Question 14

________ is the systematic design,collection,analysis and reporting of data relevant to a specific marketing situation facing an organisation.

Accepted Answer

A) The marketing information system 
B) Marketing research 
C) Exploratory research 
D) Observational research 
E) Causal research 
A) The marketing information system 
B) Marketing research 
C) Exploratory research 
D) Observational research 
E) Causal research

Question 15

Suggest ways that a researcher could evaluate information obtained from an online database.

Accepted Answer

The researcher should evaluate whether t

Question 16

________ research is used to describe things such as the market potential for a product.

Accepted Answer

The answer of ________ research is used to describe things...

Question 17

Which of the following is NOT an advantage of Web-based research?

Accepted Answer

A) speed 
B) low costs 
C) almost instantaneous results 
D) control over who and where the respondents are 
E) ease of administration 
A) speed 
B) low costs 
C) almost instantaneous results 
D) control over who and where the respondents are 
E) ease of administration

Question 18

Data ages quickly,so keeping the database current requires dedicated resources.

Accepted Answer

A) True 
 B)False

Question 19

ABC Company has decided to use mail questionnaires to collect data.Management recognises this method has all the following advantages EXCEPT which one?

Accepted Answer

A) low cost per respondent 
B) more honest answers may be given 
C) has an average response rate 
D) has no interviewer to bias respondents' answers 
E) can collect large amounts of information 
A) low cost per respondent 
B) more honest answers may be given 
C) has an average response rate 
D) has no interviewer to bias respondents' answers 
E) can collect large amounts of information

Question 20

The availability of which of the following is most problematic in international marketing research?

Accepted Answer

A) primary data 
B) research specialists 
C) secondary data 
D) intelligence limitations 
E) consumers willing to answer surveys 
A) primary data 
B) research specialists 
C) secondary data 
D) intelligence limitations 
E) consumers willing to answer surveys

Which of the following statements is NOT true regarding information collected by marketers?

It is most accurate to say that secondary data are ________.

A(n)________ sample is one where the researcher selects the easiest population members from which to obtain information.

Because of the scarcity of good secondary data,international researchers must often collect their own primary data.An initial problem with this collection is developing good ________.

Which contact method for marketing research is flexible,allows for explanation of difficult questions and lends itself to showing products and advertisements?

You want to find out whether Australians between 21 and 40 years of age tend to vote Labour and whether Australians between 41 and 70 tend to vote Liberal.You will most likely use a ________ to collect your data.

Marketing managers today need not just more information,but ________ information.

When managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch to get reactions,they are using ________.

Because secondary data provide good starting points and often help to define problems and research objectives,most companies do not also need to collect primary data.

Which of the following most accurately identifies the purpose of a data warehouse?

A firm is conducting marketing research to determine the best options for opening new stores.Which of the following is NOT a source of secondary data that the firm might use?

What is a major drawback of probability sampling?

Many companies are now restructuring and renaming their marketing research and information functions.In their place,companies are creating ________.

________ is the systematic design,collection,analysis and reporting of data relevant to a specific marketing situation facing an organisation.

Suggest ways that a researcher could evaluate information obtained from an online database.

________ research is used to describe things such as the market potential for a product.

Which of the following is NOT an advantage of Web-based research?

Data ages quickly,so keeping the database current requires dedicated resources.

ABC Company has decided to use mail questionnaires to collect data.Management recognises this method has all the following advantages EXCEPT which one?

The availability of which of the following is most problematic in international marketing research?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Engagement, value and Relationships

The Marketplace and Customers: Analysing the Environment

Buyer Behaviour: Understanding Consumer and Business Buyers

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, services and Brands: Offering Customer Value

New Products: Developing and Managing Innovation

Pricing: Capturing Customer Value

Placement: Customer Value Fulfilment

Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion: Creating Value in Relationships

Direct and Digital Marketing: Interactivity and Fulfilment

Sustainable Marketing: Social Responsibility, ethics and Legal Compliance

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Exam 4: Marketing Analytics: Gaining Customer Insights

Which of the following statements is NOT true regarding information collected by marketers?

It is most accurate to say that secondary data are ________.

A(n)________ sample is one where the researcher selects the easiest population members from which to obtain information.

Because of the scarcity of good secondary data,international researchers must often collect their own primary data.An initial problem with this collection is developing good ________.

Which contact method for marketing research is flexible,allows for explanation of difficult questions and lends itself to showing products and advertisements?

You want to find out whether Australians between 21 and 40 years of age tend to vote Labour and whether Australians between 41 and 70 tend to vote Liberal.You will most likely use a ________ to collect your data.

Marketing managers today need not just more information,but ________ information.

When managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch to get reactions,they are using ________.

Because secondary data provide good starting points and often help to define problems and research objectives,most companies do not also need to collect primary data.

Which of the following most accurately identifies the purpose of a data warehouse?

A firm is conducting marketing research to determine the best options for opening new stores.Which of the following is NOT a source of secondary data that the firm might use?

What is a major drawback of probability sampling?

Many companies are now restructuring and renaming their marketing research and information functions.In their place,companies are creating ________.

________ is the systematic design,collection,analysis and reporting of data relevant to a specific marketing situation facing an organisation.

Suggest ways that a researcher could evaluate information obtained from an online database.

________ research is used to describe things such as the market potential for a product.

Which of the following is NOT an advantage of Web-based research?

Data ages quickly,so keeping the database current requires dedicated resources.

ABC Company has decided to use mail questionnaires to collect data.Management recognises this method has all the following advantages EXCEPT which one?

The availability of which of the following is most problematic in international marketing research?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Engagement, value and Relationships

The Marketplace and Customers: Analysing the Environment

Buyer Behaviour: Understanding Consumer and Business Buyers

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, services and Brands: Offering Customer Value

New Products: Developing and Managing Innovation

Pricing: Capturing Customer Value

Placement: Customer Value Fulfilment

Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion: Creating Value in Relationships

Direct and Digital Marketing: Interactivity and Fulfilment

Sustainable Marketing: Social Responsibility, ethics and Legal Compliance

Filters