Question 1

The research plan ________.

Accepted Answer

A)  provides comprehensive marketing intelligence about competitors 
B)  outlines sources of existing data and spells out the specific research approaches 
C)  does not include sampling plans 
D)  does not include contact methods 
E)  precedes the definition of research objectives 
A)  provides comprehensive marketing intelligence about competitors 
B)  outlines sources of existing data and spells out the specific research approaches 
C)  does not include sampling plans 
D)  does not include contact methods 
E)  precedes the definition of research objectives

Question 2

Which of the following refers to a nonprobability sample in which the researcher finds and interviews a prescribed number of people in each of several categories?

Accepted Answer

A)  quota sample 
B)  judgment sample 
C)  convenience sample 
D)  stratified random sample 
E)  simple random sample 
A)  quota sample 
B)  judgment sample 
C)  convenience sample 
D)  stratified random sample 
E)  simple random sample

Question 3

Which of the following is true of ethnographic research?

Accepted Answer

A)  It is a type of experimental research that involves evaluating group responses. 
B)  It involves sending observers to watch and interact with consumers in their natural environments. 
C)  It is a traditional quantitative research approach. 
D)  Information used in this mode of research is mainly derived from secondary data sources. 
E)  It is a form of survey research. 
A)  It is a type of experimental research that involves evaluating group responses. 
B)  It involves sending observers to watch and interact with consumers in their natural environments. 
C)  It is a traditional quantitative research approach. 
D)  Information used in this mode of research is mainly derived from secondary data sources. 
E)  It is a form of survey research.

Question 4

Open-ended questions are especially useful in exploratory research.

Accepted Answer

A) True 
 B)False

Question 5

The real value of marketing information lies in how it is used ________.

Accepted Answer

A)  in determining selling prices for products 
B)  in analyzing budgets 
C)  in creating advertising campaigns 
D)  in the customer insights that it provides 
E)  in introducing a new product to the marketplace 
A)  in determining selling prices for products 
B)  in analyzing budgets 
C)  in creating advertising campaigns 
D)  in the customer insights that it provides 
E)  in introducing a new product to the marketplace

Question 6

Information collected from Internet search engines is an example of ________ data.

Accepted Answer

A)  primary 
B)  secondary 
C)  binary 
D)  low-level 
E)  disposable 
A)  primary 
B)  secondary 
C)  binary 
D)  low-level 
E)  disposable

Question 7

Which of the following is least likely to be a tool used by small businesses?

Accepted Answer

A)  observation of customers and potential customers 
B)  online product and service review sites 
C)  purchasing data from Nielsen or U.S. Yankelovich MONITOR 
D)  informal surveys using small convenience samples 
E)  competitor and customer web, mobile, and social media sites 
A)  observation of customers and potential customers 
B)  online product and service review sites 
C)  purchasing data from Nielsen or U.S. Yankelovich MONITOR 
D)  informal surveys using small convenience samples 
E)  competitor and customer web, mobile, and social media sites

Question 8

In ________ research, the objective is to gather preliminary information that will help define the problem and suggest hypotheses.

Accepted Answer

A)  exploratory 
B)  statistical 
C)  causal 
D)  analytic 
E)  descriptive 
A)  exploratory 
B)  statistical 
C)  causal 
D)  analytic 
E)  descriptive

Question 9

In collecting primary data, marketing researchers have a choice of two main research instruments, ________.

Accepted Answer

A)  reference books and journals 
B)  questionnaires and mechanical devices 
C)  social networks and internal databases 
D)  commercial online databases and search engines 
E)  open-source directories and blogs 
A)  reference books and journals 
B)  questionnaires and mechanical devices 
C)  social networks and internal databases 
D)  commercial online databases and search engines 
E)  open-source directories and blogs

Question 10

Which of the following is true about secondary data?

Accepted Answer

A)  It is always current and, unlike primary data, it does not have to be updated. 
B)  Unlike primary data, it can be obtained by using direct surveys and questionnaires by the company. 
C)  It cannot provide extra information a company is looking for. 
D)  It can be obtained more quickly and at a lower cost than primary data. 
E)  It requires more effort compared to gathering primary data. 
A)  It is always current and, unlike primary data, it does not have to be updated. 
B)  Unlike primary data, it can be obtained by using direct surveys and questionnaires by the company. 
C)  It cannot provide extra information a company is looking for. 
D)  It can be obtained more quickly and at a lower cost than primary data. 
E)  It requires more effort compared to gathering primary data.

Question 11

An obvious disadvantage of using customer relationship management is its ineffectiveness in pinpointing high-value customers.

Accepted Answer

A) True 
 B)False

Question 12

The most obvious advantages that Internet-based survey research offers over mail and personal interviewing approaches are high speed and low costs.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is true with regard to mail questionnaires?

Accepted Answer

A)  The response rate of mail questionnaires is often very low. 
B)  Mail questionnaires are highly flexible. 
C)  The researcher has maximum control over the mail questionnaire sample. 
D)  Mail questionnaires are unsuitable for collecting large amounts of information about respondents. 
E)  Respondents always provide honest answers to personal questions on mail questionnaires. 
A)  The response rate of mail questionnaires is often very low. 
B)  Mail questionnaires are highly flexible. 
C)  The researcher has maximum control over the mail questionnaire sample. 
D)  Mail questionnaires are unsuitable for collecting large amounts of information about respondents. 
E)  Respondents always provide honest answers to personal questions on mail questionnaires.

Question 14

Since secondary data provide a good starting point for research and often help define problems and research objectives, companies do not need to collect primary data.

Accepted Answer

A) True 
 B)False

Question 15

Refer to the scenario below to answer the following question(s).
Jason West, owner of A1 Cleaning, started his enterprise in 2001. Jason's primary focus had been on office cleaning for large corporations. But in recent months, Jason has seen a decline in demand for his office cleaning services. Surprisingly, the competitive environment appeared relatively stable with no new competitors. However, Jason knew that office cleaning was a high-frequency service that is usually performed daily; therefore, competitors must have been doing something to attract his customers. Building a competitive advantage seemed to be the only option to offset competition. But as Jason pondered over his dilemma, he realized that prior to building his competitive advantage he needed to better understand how customers assessed service quality and what they look for in a superior cleaning service.
Jason developed a research plan. First, he gathered information about his competitors, primarily through pamphlets and Web sites, as well as through a few phone calls in order to find out exactly what the competitors offered in their cleaning packages. In addition, Jason obtained from the Chamber of Commerce an updated list of local corporations. He planned on sending written questionnaires to them.
Though the list of corporations contained 141 local company names, Jason chose to survey 75 of them. To better understand customer service expectations between both small and large corporations, Jason divided his surveys into two categories. The survey questions were designed to extract specific data from respondents with regard to service quality expectations in correlation to service frequency and price.
Jason awaited the results. Though his primary focus had been on large corporations, he was flexible and would aim his efforts differently if needed.
-If Jason used mostly open-ended questions in the survey to encourage people to answer in their own words, he is performing ________ research.

Accepted Answer

A)  focus group 
B)  qualitative 
C)  experiential 
D)  causal 
E)  exploratory 
A)  focus group 
B)  qualitative 
C)  experiential 
D)  causal 
E)  exploratory

Question 16

Redrunners Inc., a manufacturer of sports merchandise, is gathering customer opinions about the firm's new sports shoe line. A team of researchers in the company invited eight regular customers to talk about the new line of shoes, asking why they chose to buy the shoe and what they disliked most about its design. A moderator was present to monitor the discussion. Which of the following types of contact methods is Redrunners using?

Accepted Answer

A)  individual interviewing 
B)  mail questionnaire 
C)  group interviewing 
D)  mass survey 
E)  mall intercept 
A)  individual interviewing 
B)  mail questionnaire 
C)  group interviewing 
D)  mass survey 
E)  mall intercept

Question 17

Kinger Burgers came out with a new hamburger and, before including it on its main menu, released it in two different cities with two different prices. The marketers at Kinger Burgers then analyzed the different levels of purchase made at these two different places, planning to use the information to help them set a nationwide price for the new offering. This is an example of ________.

Accepted Answer

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

Question 18

In a simple random sample, ________.

Accepted Answer

A)  every member of the population has a known and equal chance of selection 
B)  the population is divided into mutually exclusive groups (such as blocks), and the researcher draws a sample of the groups to interview 
C)  the researcher selects the easiest population members from which to obtain information 
D)  the population is divided into mutually exclusive groups and random samples are drawn from each group 
E)  the researcher finds and interviews a prescribed number of people in each of several categories 
A)  every member of the population has a known and equal chance of selection 
B)  the population is divided into mutually exclusive groups (such as blocks), and the researcher draws a sample of the groups to interview 
C)  the researcher selects the easiest population members from which to obtain information 
D)  the population is divided into mutually exclusive groups and random samples are drawn from each group 
E)  the researcher finds and interviews a prescribed number of people in each of several categories

Question 19

________ involves gathering primary data by asking people questions about their knowledge, attitudes, preferences, or buying behavior. It is the most widely used method for primary data collection.

Accepted Answer

A)  Experimental research 
B)  Causal research 
C)  Ethnographic research 
D)  Survey research 
E)  Exploratory research 
A)  Experimental research 
B)  Causal research 
C)  Ethnographic research 
D)  Survey research 
E)  Exploratory research

Question 20

Designing a plan for primary data collection requires decisions on all of the following EXCEPT ________.

Accepted Answer

A)  research instruments 
B)  contact methods 
C)  sampling plan 
D)  research results 
E)  research approaches 
A)  research instruments 
B)  contact methods 
C)  sampling plan 
D)  research results 
E)  research approaches

The research plan ________.

Which of the following refers to a nonprobability sample in which the researcher finds and interviews a prescribed number of people in each of several categories?

Which of the following is true of ethnographic research?

Open-ended questions are especially useful in exploratory research.

The real value of marketing information lies in how it is used ________.

Information collected from Internet search engines is an example of ________ data.

Which of the following is least likely to be a tool used by small businesses?

In ________ research, the objective is to gather preliminary information that will help define the problem and suggest hypotheses.

In collecting primary data, marketing researchers have a choice of two main research instruments, ________.

Which of the following is true about secondary data?

An obvious disadvantage of using customer relationship management is its ineffectiveness in pinpointing high-value customers.

The most obvious advantages that Internet-based survey research offers over mail and personal interviewing approaches are high speed and low costs.

Which of the following is true with regard to mail questionnaires?

Since secondary data provide a good starting point for research and often help define problems and research objectives, companies do not need to collect primary data.

In a simple random sample, ________.

________ involves gathering primary data by asking people questions about their knowledge, attitudes, preferences, or buying behavior. It is the most widely used method for primary data collection.

Designing a plan for primary data collection requires decisions on all of the following EXCEPT ________.

Marketing: Creating Customer Value and Engagement

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

Analyzing the Marketing Environment

Consumer Markets and Buyer Behavior

Business Markets and Business Buyer Behavior

Customer Value-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Exam 4: Managing Marketing Information to Gain Customer Insights

The research plan ________.

Which of the following refers to a nonprobability sample in which the researcher finds and interviews a prescribed number of people in each of several categories?

Which of the following is true of ethnographic research?

Open-ended questions are especially useful in exploratory research.

The real value of marketing information lies in how it is used ________.

Information collected from Internet search engines is an example of ________ data.

Which of the following is least likely to be a tool used by small businesses?

In ________ research, the objective is to gather preliminary information that will help define the problem and suggest hypotheses.

In collecting primary data, marketing researchers have a choice of two main research instruments, ________.

Which of the following is true about secondary data?

An obvious disadvantage of using customer relationship management is its ineffectiveness in pinpointing high-value customers.

The most obvious advantages that Internet-based survey research offers over mail and personal interviewing approaches are high speed and low costs.

Which of the following is true with regard to mail questionnaires?

Since secondary data provide a good starting point for research and often help define problems and research objectives, companies do not need to collect primary data.

In a simple random sample, ________.

________ involves gathering primary data by asking people questions about their knowledge, attitudes, preferences, or buying behavior. It is the most widely used method for primary data collection.

Designing a plan for primary data collection requires decisions on all of the following EXCEPT ________.

Marketing: Creating Customer Value and Engagement

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

Analyzing the Marketing Environment

Consumer Markets and Buyer Behavior

Business Markets and Business Buyer Behavior

Customer Value-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters