Question 1

The purpose of a data warehouse is to secure customer loyalty data and ensure that rival firms cannot steal it for their own advantage.

Accepted Answer

A) True 
 B)False

Question 2

Faced with determined competitive marketing intelligence efforts by competitors,most companies are now doing which of the following?

Accepted Answer

A) training employees on protecting company information 
B) promising to not participate in marketing intelligence efforts against competitors 
C) providing employees with less key company information 
D) decreasing the number of employees involved in decision-making processes 
E) introducing codes of ethics 
A) training employees on protecting company information 
B) promising to not participate in marketing intelligence efforts against competitors 
C) providing employees with less key company information 
D) decreasing the number of employees involved in decision-making processes 
E) introducing codes of ethics

Question 3

Exploratory research is used to ________.

Accepted Answer

A) define the problem and identify hypotheses 
B) test hypotheses about cause-and-effect relationships 
C) gather preliminary information that will help define problems 
D) find information at the outset of the research process in an unstructured way 
E) quantify observations that produce insights unobtainable through other forms of research 
A) define the problem and identify hypotheses 
B) test hypotheses about cause-and-effect relationships 
C) gather preliminary information that will help define problems 
D) find information at the outset of the research process in an unstructured way 
E) quantify observations that produce insights unobtainable through other forms of research

Question 4

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 5

With the ability to conduct quantitative research,_____ is quickly replacing the telephone as the dominant data collection methodology.

Accepted Answer

The answer of With the ability to conduct quantitative research,_____...

Question 6

The misuse of marketing research can harm or annoy consumers.

Accepted Answer

A) True 
 B)False

Question 7

A researcher who wants to calculate confidence limits for sampling error would use non-probability samples.

Accepted Answer

A) True 
 B)False

Question 8

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 the 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 9

An effective MIS assesses information needs,develops needed information and distributes the information to help managers use it in decision making.

Accepted Answer

A) True 
 B)False

Question 10

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 11

Cultural differences,especially language,are NOT a major concern in international marketing research.

Accepted Answer

A) True 
 B)False

Question 12

Consumer touch points include customer purchases,sales-force contacts,service and support calls,website visits,satisfaction surveys,credit and payment interactions,market research studies - every contact between the customer and the company.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following statements regarding marketing intelligence is true?

Accepted Answer

A) Marketing intelligence is privately held information. 
B) The advantage of using competitive intelligence is negligible. 
C) All marketing intelligence is free. 
D) Marketing intelligence is publicly available information. 
E) Marketing intelligence gathering is more focused on gaining insights into consumer activities than competitors' activities. 
A) Marketing intelligence is privately held information. 
B) The advantage of using competitive intelligence is negligible. 
C) All marketing intelligence is free. 
D) Marketing intelligence is publicly available information. 
E) Marketing intelligence gathering is more focused on gaining insights into consumer activities than competitors' activities.

Question 14

Your assistant wants to use secondary data exclusively for the current marketing research project.You advise him that the use of secondary data has some potential problems.Which of the following is NOT one of them?

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 15

When considering interview contact methods,________ interviewing has the lowest level of control of interviewer effects.

Accepted Answer

The answer of When considering interview contact methods,________ interviewing has...

Question 16

Briefly compare the three different types of research approaches for gathering primary data.

Accepted Answer

The three research approaches for gather

Question 17

The best approach for researchers to take to guard consumer privacy includes all of the following EXCEPT which one?

Accepted Answer

A) Ask only for the information needed. 
B) Use information responsibly to provide value. 
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 used. 
A) Ask only for the information needed. 
B) Use information responsibly to provide value. 
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 used.

Question 18

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 intranet 
B) an extranet 
C) the internet 
D) marketing research 
E) marketing intelligence 
A) an intranet 
B) an extranet 
C) the internet 
D) marketing research 
E) marketing intelligence

Question 19

Marketing ________ is the function that links consumer,customer and public to the marketer through information that is used to identify and define marketing opportunities and problems.

Accepted Answer

The answer of Marketing ________ is the function that links...

Question 20

Like their larger counterparts,small organisations are able to obtain,with minimal effort and cost,most of which type of data?

Accepted Answer

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

The purpose of a data warehouse is to secure customer loyalty data and ensure that rival firms cannot steal it for their own advantage.

Faced with determined competitive marketing intelligence efforts by competitors,most companies are now doing which of the following?

Exploratory research is used to ________.

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

With the ability to conduct quantitative research,_____ is quickly replacing the telephone as the dominant data collection methodology.

The misuse of marketing research can harm or annoy consumers.

A researcher who wants to calculate confidence limits for sampling error would use non-probability samples.

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 the department to use?

An effective MIS assesses information needs,develops needed information and distributes the information to help managers use it in decision making.

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

Cultural differences,especially language,are NOT a major concern in international marketing research.

Consumer touch points include customer purchases,sales-force contacts,service and support calls,website visits,satisfaction surveys,credit and payment interactions,market research studies - every contact between the customer and the company.

Which of the following statements regarding marketing intelligence is true?

Your assistant wants to use secondary data exclusively for the current marketing research project.You advise him that the use of secondary data has some potential problems.Which of the following is NOT one of them?

When considering interview contact methods,________ interviewing has the lowest level of control of interviewer effects.

Briefly compare the three different types of research approaches for gathering primary data.

The best approach for researchers to take to guard consumer privacy includes all of the following EXCEPT which one?

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?

Marketing ________ is the function that links consumer,customer and public to the marketer through information that is used to identify and define marketing opportunities and problems.

Like their larger counterparts,small organisations are able to obtain,with minimal effort and cost,most of which type of data?

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

The purpose of a data warehouse is to secure customer loyalty data and ensure that rival firms cannot steal it for their own advantage.

Faced with determined competitive marketing intelligence efforts by competitors,most companies are now doing which of the following?

Exploratory research is used to ________.

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

With the ability to conduct quantitative research,_____ is quickly replacing the telephone as the dominant data collection methodology.

The misuse of marketing research can harm or annoy consumers.

A researcher who wants to calculate confidence limits for sampling error would use non-probability samples.

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 the department to use?

An effective MIS assesses information needs,develops needed information and distributes the information to help managers use it in decision making.

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

Cultural differences,especially language,are NOT a major concern in international marketing research.

Consumer touch points include customer purchases,sales-force contacts,service and support calls,website visits,satisfaction surveys,credit and payment interactions,market research studies - every contact between the customer and the company.

Which of the following statements regarding marketing intelligence is true?

Your assistant wants to use secondary data exclusively for the current marketing research project.You advise him that the use of secondary data has some potential problems.Which of the following is NOT one of them?

When considering interview contact methods,________ interviewing has the lowest level of control of interviewer effects.

Briefly compare the three different types of research approaches for gathering primary data.

The best approach for researchers to take to guard consumer privacy includes all of the following EXCEPT which one?

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?

Marketing ________ is the function that links consumer,customer and public to the marketer through information that is used to identify and define marketing opportunities and problems.

Like their larger counterparts,small organisations are able to obtain,with minimal effort and cost,most of which type of data?

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