Question 1

Which of the following is NOT considered a source of marketing intelligence?

Accepted Answer

A) suppliers 
B) resellers 
C) key customers 
D) causal research 
E) activities of competitors 
A) suppliers 
B) resellers 
C) key customers 
D) causal research 
E) activities of competitors

Question 2

Which of the following is LEAST likely to be emphasised as a benefit (or selling point)of marketing research?

Accepted Answer

A) assessing market potential and market share 
B) understanding customer satisfaction and purchase behaviour 
C) measuring the effectiveness of pricing and accounting 
D) measuring the effectiveness of distribution and promotion activities 
E) understanding customer motivation 
A) assessing market potential and market share 
B) understanding customer satisfaction and purchase behaviour 
C) measuring the effectiveness of pricing and accounting 
D) measuring the effectiveness of distribution and promotion activities 
E) understanding customer motivation

Question 3

A marketing analyst has a limited budget for the market research he needs to conduct;however,the sample size for his research is quite large.Which of the following methods of contact would provide him with the most cost-effective way to reach a large sample of potential customers?

Accepted Answer

A) telephone surveys 
B) personal interviews 
C) internet surveys 
D) mail surveys 
E) focus group interviews 
A) telephone surveys 
B) personal interviews 
C) internet surveys 
D) mail surveys 
E) focus group interviews

Question 4

The major advantage of survey research is its ________.

Accepted Answer

A) flexibility 
B) interactive design 
C) ease of completion 
D) understandability 
E) simplicity 
A) flexibility 
B) interactive design 
C) ease of completion 
D) understandability 
E) simplicity

Question 5

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 6

________ research involves the gathering of primary data by selecting matched groups of subjects,giving them different treatments,controlling unrelated factors and checking for difference in group response.

Accepted Answer

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

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

Despite the data glut that marketing managers receive,they frequently complain that they lack ________.

Accepted Answer

A) enough information of the right kind 
B) reliable information 
C) timely information 
D) accurate information 
E) valid information 
A) enough information of the right kind 
B) reliable information 
C) timely information 
D) accurate information 
E) valid information

Question 9

Why has consumer resentment toward marketing research been growing?

Accepted Answer

Australians,it is often claimed,are one

Question 10

Your colleague is confused about using the marketing research process,as he knows that something is wrong but is not sure of the specific causes to investigate.He seems to be having problems with ________,which is often the hardest step to take.

Accepted Answer

A) developing the research plan 
B) determining a research approach 
C) defining the problem and research objectives 
D) selecting a research agency to help 
E) implementing the research plan 
A) developing the research plan 
B) determining a research approach 
C) defining the problem and research objectives 
D) selecting a research agency to help 
E) implementing the research plan

Question 11

A good MIS balances the information users would ________ against what they really ________ and what is ________.

Accepted Answer

A) need;like;feasible 
B) like;can afford;needed 
C) like to have;need;feasible to offer 
D) need;can afford;useful 
E) use;have to use;available 
A) need;like;feasible 
B) like;can afford;needed 
C) like to have;need;feasible to offer 
D) need;can afford;useful 
E) use;have to use;available

Question 12

Which of the following contact methods is generally the least flexible?

Accepted Answer

A) telephone interviewing 
B) personal interviewing 
C) mail questionnaires 
D) online surveys 
E) online panels 
A) telephone interviewing 
B) personal interviewing 
C) mail questionnaires 
D) online surveys 
E) online panels

Question 13

A company that is investigating the possibility of entering multiple international markets,plans research in 30 different countries.Upon which of the following is she LEAST likely to rely?

Accepted Answer

A) free secondary data 
B) translators 
C) primary data collected for the purpose of her research 
D) the same process as domestic researchers 
E) personal interviews 
A) free secondary data 
B) translators 
C) primary data collected for the purpose of her research 
D) the same process as domestic researchers 
E) personal interviews

Question 14

You have decided to use only closed-ended questions on your survey.Which of the following questions would NOT 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 teacher? 
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 teacher? 
E) In what month do you plant your garden?

Question 15

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

Question 16

Neuromarketing techniques provide easy-to-interpret data that allow researchers to analyse consumer involvement with products.

Accepted Answer

A) True 
 B)False

Question 17

________ research is used to gather preliminary information that will help to define problems better and suggest hypotheses.

Accepted Answer

The answer of ________ research is used to gather preliminary...

Question 18

It costs about the same to conduct individual personal interviews and telephone interviews.

Accepted Answer

A) True 
 B)False

Question 19

Most marketers today believe they still lack a sufficient quantity of research data to make high-quality decisions.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following best describes the process of collecting and analysing data from all channels in the physical and digital arenas?

Accepted Answer

A) Big data 
B) Ethnographics 
C) Netnographics 
D) Marketing analytics 
E) Customer insights 
A) Big data 
B) Ethnographics 
C) Netnographics 
D) Marketing analytics 
E) Customer insights

Which of the following is NOT considered a source of marketing intelligence?

Which of the following is LEAST likely to be emphasised as a benefit (or selling point)of marketing research?

A marketing analyst has a limited budget for the market research he needs to conduct;however,the sample size for his research is quite large.Which of the following methods of contact would provide him with the most cost-effective way to reach a large sample of potential customers?

The major advantage of survey research is its ________.

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

________ research involves the gathering of primary data by selecting matched groups of subjects,giving them different treatments,controlling unrelated factors and checking for difference in group response.

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

Despite the data glut that marketing managers receive,they frequently complain that they lack ________.

Why has consumer resentment toward marketing research been growing?

Your colleague is confused about using the marketing research process,as he knows that something is wrong but is not sure of the specific causes to investigate.He seems to be having problems with ________,which is often the hardest step to take.

A good MIS balances the information users would against what they really and what is .

Which of the following contact methods is generally the least flexible?

A company that is investigating the possibility of entering multiple international markets,plans research in 30 different countries.Upon which of the following is she LEAST likely to rely?

You have decided to use only closed-ended questions on your survey.Which of the following questions would NOT be found on your survey?

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

Neuromarketing techniques provide easy-to-interpret data that allow researchers to analyse consumer involvement with products.

________ research is used to gather preliminary information that will help to define problems better and suggest hypotheses.

It costs about the same to conduct individual personal interviews and telephone interviews.

Most marketers today believe they still lack a sufficient quantity of research data to make high-quality decisions.

Which of the following best describes the process of collecting and analysing data from all channels in the physical and digital arenas?

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

Which of the following is NOT considered a source of marketing intelligence?

Which of the following is LEAST likely to be emphasised as a benefit (or selling point)of marketing research?

A marketing analyst has a limited budget for the market research he needs to conduct;however,the sample size for his research is quite large.Which of the following methods of contact would provide him with the most cost-effective way to reach a large sample of potential customers?

The major advantage of survey research is its ________.

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

________ research involves the gathering of primary data by selecting matched groups of subjects,giving them different treatments,controlling unrelated factors and checking for difference in group response.

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

Despite the data glut that marketing managers receive,they frequently complain that they lack ________.

Why has consumer resentment toward marketing research been growing?

Your colleague is confused about using the marketing research process,as he knows that something is wrong but is not sure of the specific causes to investigate.He seems to be having problems with ________,which is often the hardest step to take.

A good MIS balances the information users would ________ against what they really ________ and what is ________.

Which of the following contact methods is generally the least flexible?

A company that is investigating the possibility of entering multiple international markets,plans research in 30 different countries.Upon which of the following is she LEAST likely to rely?

You have decided to use only closed-ended questions on your survey.Which of the following questions would NOT be found on your survey?

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

Neuromarketing techniques provide easy-to-interpret data that allow researchers to analyse consumer involvement with products.

________ research is used to gather preliminary information that will help to define problems better and suggest hypotheses.

It costs about the same to conduct individual personal interviews and telephone interviews.

Most marketers today believe they still lack a sufficient quantity of research data to make high-quality decisions.

Which of the following best describes the process of collecting and analysing data from all channels in the physical and digital arenas?

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

A good MIS balances the information users would against what they really and what is .