Question 1

Which of the following is an advantage of using 'big data' when researching consumer social media use?

Accepted Answer

A) Companies can determine which web sites to advertise on 
B) Marketers have all the information needed to make good marketing decisions 
C) Companies can gain rich,timely insights on the customer 
D) Marketers find it easier to separate valuable data from other,less useful data 
E) Systems that collect and analyse big data can replace other marketing information systems 
A) Companies can determine which web sites to advertise on 
B) Marketers have all the information needed to make good marketing decisions 
C) Companies can gain rich,timely insights on the customer 
D) Marketers find it easier to separate valuable data from other,less useful data 
E) Systems that collect and analyse big data can replace other marketing information systems

Question 2

Interpretation of market research data should be the responsibility of the researchers,not the marketing managers.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following has the highest rating for speed of data collection and compilation?

Accepted Answer

A) open-ended questionnaires 
B) personal interviews 
C) mail surveys 
D) online surveys 
E) ethnographic research 
A) open-ended questionnaires 
B) personal interviews 
C) mail surveys 
D) online surveys 
E) ethnographic research

Question 4

A company wants to collect research data through mechanical instruments.The three typical methods are video cameras,checkout scanners and internet surveys.

Accepted Answer

A) True 
 B)False

Question 5

Data that consists of information that already exists somewhere and was collected for an alternate purpose is known as ________ data.

Accepted Answer

The answer of Data that consists of information that already...

Question 6

You have just identified the 'touch points' of the 400 best customers in your database.At this point,you want to manage detailed information about each of them to maximise customer loyalty.You should use customer relationship management (CRM).

Accepted Answer

A) True 
 B)False

Question 7

For a small business manager deciding where to relocate within the city,relevant research will LEAST likely include ________.

Accepted Answer

A) traffic-flow patterns in specific areas 
B) informal surveys of customers 
C) past sales data 
D) competitors' advertisements 
E) options for repackaging the company's products 
A) traffic-flow patterns in specific areas 
B) informal surveys of customers 
C) past sales data 
D) competitors' advertisements 
E) options for repackaging the company's products

Question 8

Transforming today's vast,ever-increasing volume of consumer information into actionable marketing ________ is the number-one challenge for digital-age marketers.

Accepted Answer

The answer of Transforming today's vast,ever-increasing volume of consumer information...

Question 9

Of the following combinations,managers would be most likely to start with ________ research and later follow with ________ research.

Accepted Answer

A) exploratory;causal 
B) descriptive;causal 
C) descriptive;exploratory 
D) causal;descriptive 
E) causal;exploratory 
A) exploratory;causal 
B) descriptive;causal 
C) descriptive;exploratory 
D) causal;descriptive 
E) causal;exploratory

Question 10

Studies involving a lot of people and utilising statistical tools and techniques are known as ________ research.

Accepted Answer

The answer of Studies involving a lot of people and...

Question 11

Survey research is LEAST likely to be conducted through which of the following?

Accepted Answer

A) the Web 
B) the mail 
C) the telephone 
D) observation 
E) person-to-person interactions 
A) the Web 
B) the mail 
C) the telephone 
D) observation 
E) person-to-person interactions

Question 12

Focus groups use no interviewer to bias the answers,may produce more honest answers and can be used to collect large amounts of data at a low cost per respondent.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

Causal research is used to ________.

Accepted Answer

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

Question 15

A marketing information system consists of ________,equipment and procedures used to gather,sort,analyse,evaluate and distribute information to marketing decision makers.

Accepted Answer

The answer of A marketing information system consists of ________,equipment...

Question 16

The most common research instrument used is the ________.

Accepted Answer

A) mechanical device 
B) live interviewer 
C) questionnaire 
D) telephone interviewer 
E) moderator 
A) mechanical device 
B) live interviewer 
C) questionnaire 
D) telephone interviewer 
E) moderator

Question 17

Cultural differences,especially those involving language,can add to research costs in foreign markets and can increase the ________.

Accepted Answer

A) foreign trade 
B) risks of error 
C) response rate 
D) need for a larger sample 
E) reliance on primary data 
A) foreign trade 
B) risks of error 
C) response rate 
D) need for a larger sample 
E) reliance on primary data

Question 18

Marketing information from which type of database can usually 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 19

Secondary data consists of information ________.

Accepted Answer

A) that already exists somewhere but is outdated 
B) that does not currently exist in an organised form 
C) that already exists somewhere but was collected for another purpose 
D) that is used by competitors 
E) that the researcher can only obtain through surveys and observation 
A) that already exists somewhere but is outdated 
B) that does not currently exist in an organised form 
C) that already exists somewhere but was collected for another purpose 
D) that is used by competitors 
E) that the researcher can only obtain through surveys and observation

Question 20

You want to observe how often consumers listen to music throughout their day and what different audio devices they use.You are also interested in how consumers store and access their own music collections.Which type of research is best suited to this task?

Accepted Answer

A) causal 
B) experimental 
C) secondary 
D) survey 
E) exploratory 
A) causal 
B) experimental 
C) secondary 
D) survey 
E) exploratory

Which of the following is an advantage of using 'big data' when researching consumer social media use?

Interpretation of market research data should be the responsibility of the researchers,not the marketing managers.

Which of the following has the highest rating for speed of data collection and compilation?

A company wants to collect research data through mechanical instruments.The three typical methods are video cameras,checkout scanners and internet surveys.

Data that consists of information that already exists somewhere and was collected for an alternate purpose is known as ________ data.

You have just identified the 'touch points' of the 400 best customers in your database.At this point,you want to manage detailed information about each of them to maximise customer loyalty.You should use customer relationship management (CRM).

For a small business manager deciding where to relocate within the city,relevant research will LEAST likely include ________.

Transforming today's vast,ever-increasing volume of consumer information into actionable marketing ________ is the number-one challenge for digital-age marketers.

Of the following combinations,managers would be most likely to start with research and later follow with research.

Studies involving a lot of people and utilising statistical tools and techniques are known as ________ research.

Survey research is LEAST likely to be conducted through which of the following?

Focus groups use no interviewer to bias the answers,may produce more honest answers and can be used to collect large amounts of data at a low cost per respondent.

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

Causal research is used to ________.

A marketing information system consists of ________,equipment and procedures used to gather,sort,analyse,evaluate and distribute information to marketing decision makers.

The most common research instrument used is the ________.

Cultural differences,especially those involving language,can add to research costs in foreign markets and can increase the ________.

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

Secondary data consists of information ________.

You want to observe how often consumers listen to music throughout their day and what different audio devices they use.You are also interested in how consumers store and access their own music collections.Which type of research is best suited to this task?

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 an advantage of using 'big data' when researching consumer social media use?

Interpretation of market research data should be the responsibility of the researchers,not the marketing managers.

Which of the following has the highest rating for speed of data collection and compilation?

A company wants to collect research data through mechanical instruments.The three typical methods are video cameras,checkout scanners and internet surveys.

Data that consists of information that already exists somewhere and was collected for an alternate purpose is known as ________ data.

You have just identified the 'touch points' of the 400 best customers in your database.At this point,you want to manage detailed information about each of them to maximise customer loyalty.You should use customer relationship management (CRM).

For a small business manager deciding where to relocate within the city,relevant research will LEAST likely include ________.

Transforming today's vast,ever-increasing volume of consumer information into actionable marketing ________ is the number-one challenge for digital-age marketers.

Of the following combinations,managers would be most likely to start with ________ research and later follow with ________ research.

Studies involving a lot of people and utilising statistical tools and techniques are known as ________ research.

Survey research is LEAST likely to be conducted through which of the following?

Focus groups use no interviewer to bias the answers,may produce more honest answers and can be used to collect large amounts of data at a low cost per respondent.

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

Causal research is used to ________.

A marketing information system consists of ________,equipment and procedures used to gather,sort,analyse,evaluate and distribute information to marketing decision makers.

The most common research instrument used is the ________.

Cultural differences,especially those involving language,can add to research costs in foreign markets and can increase the ________.

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

Secondary data consists of information ________.

You want to observe how often consumers listen to music throughout their day and what different audio devices they use.You are also interested in how consumers store and access their own music collections.Which type of research is best suited to this task?

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

Of the following combinations,managers would be most likely to start with research and later follow with research.