Question 1

A successful CRM program can be expected to help a company achieve all of the following EXCEPT ________.

Accepted Answer

A) providing higher levels of customer service 
B) developing deeper customer relationships 
C) creating offers tailored to specific customer requirements 
D) understanding competition better 
E) understanding how to better build the marketing mix 
A) providing higher levels of customer service 
B) developing deeper customer relationships 
C) creating offers tailored to specific customer requirements 
D) understanding competition better 
E) understanding how to better build the marketing mix

Question 2

Observational research involves the gathering of ________ data by observing relevant people,actions and situations.

Accepted Answer

The answer of Observational research involves the gathering of ________...

Question 3

A major department store sends a trained observer to watch and interact with customers as they shop in store.This is an example of ________.

Accepted Answer

A) secondary research 
B) survey research 
C) ethnographic research 
D) experimental research 
E) descriptive research 
A) secondary research 
B) survey research 
C) ethnographic research 
D) experimental research 
E) descriptive research

Question 4

A fast food chain came out with a new hamburger and released it initially in two different cities with two different price points.Its marketers then analysed the different levels of purchases made at the two different price points,planning on using the information to set a nationwide price for the new offering.This is an example of ________.

Accepted Answer

A) observational research 
B) survey research 
C) ethnographic research 
D) experimental research 
E) descriptive research 
A) observational research 
B) survey research 
C) ethnographic research 
D) experimental research 
E) descriptive research

Question 5

Open-ended survey questions are particularly useful in exploratory research.

Accepted Answer

A) True 
 B)False

Question 6

Briefly discuss the advantages / benefits of each of the research contact methods.

Accepted Answer

Mail questionnaires can be used to colle

Question 7

Carefully distinguish between marketing intelligence and a Marketing Information System (MIS).

Accepted Answer

Marketing Information Systems and Market

Question 8

Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings.However,if the sample size is small,a researcher would be most concerned about which of the following?

Accepted Answer

A) finding a representative sample 
B) generalising from the results 
C) administering the questions 
D) orchestrating cooperation among participants 
E) collecting enough secondary data to support the findings 
A) finding a representative sample 
B) generalising from the results 
C) administering the questions 
D) orchestrating cooperation among participants 
E) collecting enough secondary data to support the findings

Question 9

Four common sources of internal data supplied to internal databases include the accounting department,operations,the salesforce and the ________.

Accepted Answer

A) owners 
B) stockholders 
C) marketing department 
D) competition 
E) Web 
A) owners 
B) stockholders 
C) marketing department 
D) competition 
E) Web

Question 10

Survey research,though used to obtain many kinds of information in a variety of situations,is the approach best suited for gathering ________ information.

Accepted Answer

A) interpersonal 
B) causal 
C) attitudinal 
D) descriptive 
E) exploratory 
A) interpersonal 
B) causal 
C) attitudinal 
D) descriptive 
E) exploratory

Question 11

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 maximise profit margins. 
C) Its aim is to increase the efficiency of each customer touchpoint. 
D) Its aim is to maximise 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 maximise profit margins. 
C) Its aim is to increase the efficiency of each customer touchpoint. 
D) Its aim is to maximise customer loyalty. 
E) Most companies who first implemented CRM have greatly benefited from the results.

Question 12

Which type of research would be best suited for identifying which demographic groups prefer diet soft drinks and why they have this preference?

Accepted Answer

A) observational research 
B) focus group research 
C) ethnographic research 
D) experimental research 
E) descriptive research 
A) observational research 
B) focus group research 
C) ethnographic research 
D) experimental research 
E) descriptive research

Question 13

The most important issue facing online researchers is the lack of a broad cross section of consumers who have access to the internet.

Accepted Answer

A) True 
 B)False

Question 14

Carefully distinguish between marketing information and a marketing insight.

Accepted Answer

Information refers to bits of data which

Question 15

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 16

________ research is used to test hypotheses about cause-and-effect relationships.

Accepted Answer

The answer of ________ research is used to test hypotheses...

Question 17

How do organisations use marketing analytics?

Accepted Answer

A) To derive customer insights 
B) To define problems in research 
C) To develop a research plan for collecting information 
D) To match a research plan to available resources 
E) To establish codes of conduct when conducting research 
A) To derive customer insights 
B) To define problems in research 
C) To develop a research plan for collecting information 
D) To match a research plan to available resources 
E) To establish codes of conduct when conducting research

Question 18

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

Question 19

When you collate and compile information from your company's accounting and sales records stored in the computer,you are developing an internal database.

Accepted Answer

A) True 
 B)False

Question 20

What is the first step in the marketing research process?

Accepted Answer

A) developing a marketing information system 
B) defining the problem and research objectives 
C) developing the research plan for collecting information 
D) implementing the research plan 
E) interpreting data and deciding on type of research 
A) developing a marketing information system 
B) defining the problem and research objectives 
C) developing the research plan for collecting information 
D) implementing the research plan 
E) interpreting data and deciding on type of research

A successful CRM program can be expected to help a company achieve all of the following EXCEPT ________.

Observational research involves the gathering of ________ data by observing relevant people,actions and situations.

A major department store sends a trained observer to watch and interact with customers as they shop in store.This is an example of ________.

Open-ended survey questions are particularly useful in exploratory research.

Briefly discuss the advantages / benefits of each of the research contact methods.

Carefully distinguish between marketing intelligence and a Marketing Information System (MIS).

Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings.However,if the sample size is small,a researcher would be most concerned about which of the following?

Four common sources of internal data supplied to internal databases include the accounting department,operations,the salesforce and the ________.

Survey research,though used to obtain many kinds of information in a variety of situations,is the approach best suited for gathering ________ information.

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

Which type of research would be best suited for identifying which demographic groups prefer diet soft drinks and why they have this preference?

The most important issue facing online researchers is the lack of a broad cross section of consumers who have access to the internet.

Carefully distinguish between marketing information and a marketing insight.

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

________ research is used to test hypotheses about cause-and-effect relationships.

How do organisations use marketing analytics?

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

When you collate and compile information from your company's accounting and sales records stored in the computer,you are developing an internal database.

What is the first step in the marketing research process?

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

Exam 4: Marketing Analytics: Gaining Customer Insights

A successful CRM program can be expected to help a company achieve all of the following EXCEPT ________.

Observational research involves the gathering of ________ data by observing relevant people,actions and situations.

A major department store sends a trained observer to watch and interact with customers as they shop in store.This is an example of ________.

Open-ended survey questions are particularly useful in exploratory research.

Briefly discuss the advantages / benefits of each of the research contact methods.

Carefully distinguish between marketing intelligence and a Marketing Information System (MIS).

Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings.However,if the sample size is small,a researcher would be most concerned about which of the following?

Four common sources of internal data supplied to internal databases include the accounting department,operations,the salesforce and the ________.

Survey research,though used to obtain many kinds of information in a variety of situations,is the approach best suited for gathering ________ information.

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

Which type of research would be best suited for identifying which demographic groups prefer diet soft drinks and why they have this preference?

The most important issue facing online researchers is the lack of a broad cross section of consumers who have access to the internet.

Carefully distinguish between marketing information and a marketing insight.

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

________ research is used to test hypotheses about cause-and-effect relationships.

How do organisations use marketing analytics?

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

When you collate and compile information from your company's accounting and sales records stored in the computer,you are developing an internal database.

What is the first step in the marketing research process?

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