Question 1

Secondary data consist of ________.

Accepted Answer

A)  information collected for the specific purpose at hand 
B)  data that does not age 
C)  information that already exists somewhere, having been collected for another purpose 
D)  information collected from conducting personal, in-depth interviews 
E)  data that is unreliable and unsuitable for the purpose of making marketing decisions 
A)  information collected for the specific purpose at hand 
B)  data that does not age 
C)  information that already exists somewhere, having been collected for another purpose 
D)  information collected from conducting personal, in-depth interviews 
E)  data that is unreliable and unsuitable for the purpose of making marketing decisions

Question 2

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

Accepted Answer

A)  select a sampling method 
B)  interpret the research findings 
C)  implement the research plan 
D)  evaluate alternatives 
E)  select a research approach 
A)  select a sampling method 
B)  interpret the research findings 
C)  implement the research plan 
D)  evaluate alternatives 
E)  select a research approach

Question 3

Experimental research is best suited for gathering ________ information.

Accepted Answer

A)  exploratory 
B)  causal 
C)  random 
D)  unstructured 
E)  descriptive 
A)  exploratory 
B)  causal 
C)  random 
D)  unstructured 
E)  descriptive

Question 4

Briefly explain why marketers need marketing research in addition to competitive marketing intelligence.

Accepted Answer

In addition to marketing intelligence in

Question 5

The fourth step in gathering insights into the marketplace and customers is ________.

Accepted Answer

A)  assessing marketing information needs 
B)  developing marketing information 
C)  performing marketing research 
D)  analyzing and using marketing information 
E)  preparing reports for marketing management 
A)  assessing marketing information needs 
B)  developing marketing information 
C)  performing marketing research 
D)  analyzing and using marketing information 
E)  preparing reports for marketing management

Question 6

Which of the following is an advantage of telephone interviews?

Accepted Answer

A)  They are more cost-effective than mail questionnaires. 
B)  Interviewer bias is absent. 
C)  The quantity of data collected is greater compared to personal interviewing. 
D)  The speed with which data is collected is high. 
E)  Response rates tend to be higher than those of mail questionnaires. 
A)  They are more cost-effective than mail questionnaires. 
B)  Interviewer bias is absent. 
C)  The quantity of data collected is greater compared to personal interviewing. 
D)  The speed with which data is collected is high. 
E)  Response rates tend to be higher than those of mail questionnaires.

Question 7

Which of the following is the first step in the marketing research process?

Accepted Answer

A)  developing a marketing information system 
B)  defining the problem and objectives of the study 
C)  developing the research plan 
D)  implementing the research plan 
E)  interpreting and reporting the findings 
A)  developing a marketing information system 
B)  defining the problem and objectives of the study 
C)  developing the research plan 
D)  implementing the research plan 
E)  interpreting and reporting the findings

Question 8

Kei, a senior marketing manager of a pizzeria in North Florida, is currently researching electronic collections of consumer information within the company network to arrive at crucial marketing decisions. In this instance, Kei is using ________.

Accepted Answer

A)  ethnographic research 
B)  internal databases 
C)  descriptive research 
D)  data warehouses 
E)  causal research 
A)  ethnographic research 
B)  internal databases 
C)  descriptive research 
D)  data warehouses 
E)  causal research

Question 9

Costs are involved in obtaining, ________, storing, and delivering information.

Accepted Answer

A)  analyzing 
B)  interviewing 
C)  conducting 
D)  designing 
E)  reporting 
A)  analyzing 
B)  interviewing 
C)  conducting 
D)  designing 
E)  reporting

Question 10

Customer relationship management (CRM) helps ________.

Accepted Answer

A)  firms monitor and minimize employee turnover 
B)  customers manage information about different sellers in the market 
C)  firms manage customer touch points to maximize customer loyalty 
D)  customers locate the best deals in the market 
E)  firms create artificial demand in the market 
A)  firms monitor and minimize employee turnover 
B)  customers manage information about different sellers in the market 
C)  firms manage customer touch points to maximize customer loyalty 
D)  customers locate the best deals in the market 
E)  firms create artificial demand in the market

Question 11

Causal research involves sending observers to watch and interact with consumers in their natural environments.

Accepted Answer

A) True 
 B)False

Question 12

What is the most common CRM mistake?

Accepted Answer

The most common CRM mistake is to view C

Question 13

Competitive marketing intelligence is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketplace.

Accepted Answer

A) True 
 B)False

Question 14

The real value of marketing research lies in the customer insights that it provides.

Accepted Answer

A) True 
 B)False

Question 15

Brad works with a reputable retailer and leads a team that collects market information from a wide variety of sources ranging from marketing research studies to monitoring online conversations where consumers discuss Brad's firm or its products. Brad's team uses this information to arrive at a better understanding of consumers' behavior and their buying motives. This, in turn, allows Brad's firm to successfully generate more value for consumers. Brad leads the ________ team.

Accepted Answer

A)  product development 
B)  strategy implementation 
C)  human resource 
D)  customer relationship management 
E)  customer insights 
A)  product development 
B)  strategy implementation 
C)  human resource 
D)  customer relationship management 
E)  customer insights

Question 16

Experimental research is best suited for gathering descriptive information.

Accepted Answer

A) True 
 B)False

Question 17

Data ages quickly.

Accepted Answer

A) True 
 B)False

Question 18

The objective of causal research is to ________.

Accepted Answer

A)  test hypotheses about cause-and-effect relationships 
B)  gather preliminary information that will help suggest hypotheses 
C)  describe things, such as the market potential for a product 
D)  assign a cause to a seemingly random event 
E)  predict the effect of a random event on unrelated entities 
A)  test hypotheses about cause-and-effect relationships 
B)  gather preliminary information that will help suggest hypotheses 
C)  describe things, such as the market potential for a product 
D)  assign a cause to a seemingly random event 
E)  predict the effect of a random event on unrelated entities

Question 19

Which form of marketing research involves talking with people in their homes or offices, on the street, or in shopping malls?

Accepted Answer

A)  individual interviewing 
B)  focus-group interviewing 
C)  telephone interviewing 
D)  mail questionnaires 
E)  observational research 
A)  individual interviewing 
B)  focus-group interviewing 
C)  telephone interviewing 
D)  mail questionnaires 
E)  observational research

Question 20

A(n) ________ consists of people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers use the information to generate and validate actionable customer and market insights.

Accepted Answer

A)  enterprise planning system 
B)  enterprise information system 
C)  marketing information system 
D)  corporate performance management system 
E)  geographic information system 
A)  enterprise planning system 
B)  enterprise information system 
C)  marketing information system 
D)  corporate performance management system 
E)  geographic information system

Secondary data consist of ________.

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

Experimental research is best suited for gathering ________ information.

Briefly explain why marketers need marketing research in addition to competitive marketing intelligence.

The fourth step in gathering insights into the marketplace and customers is ________.

Which of the following is an advantage of telephone interviews?

Which of the following is the first step in the marketing research process?

Kei, a senior marketing manager of a pizzeria in North Florida, is currently researching electronic collections of consumer information within the company network to arrive at crucial marketing decisions. In this instance, Kei is using ________.

Costs are involved in obtaining, ________, storing, and delivering information.

Customer relationship management (CRM) helps ________.

Causal research involves sending observers to watch and interact with consumers in their natural environments.

What is the most common CRM mistake?

Competitive marketing intelligence is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketplace.

The real value of marketing research lies in the customer insights that it provides.

Experimental research is best suited for gathering descriptive information.

Data ages quickly.

The objective of causal research is to ________.

Which form of marketing research involves talking with people in their homes or offices, on the street, or in shopping malls?

A(n) ________ consists of people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers use the information to generate and validate actionable customer and market insights.

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

Secondary data consist of ________.

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

Experimental research is best suited for gathering ________ information.

Briefly explain why marketers need marketing research in addition to competitive marketing intelligence.

The fourth step in gathering insights into the marketplace and customers is ________.

Which of the following is an advantage of telephone interviews?

Which of the following is the first step in the marketing research process?

Kei, a senior marketing manager of a pizzeria in North Florida, is currently researching electronic collections of consumer information within the company network to arrive at crucial marketing decisions. In this instance, Kei is using ________.

Costs are involved in obtaining, ________, storing, and delivering information.

Customer relationship management (CRM) helps ________.

Causal research involves sending observers to watch and interact with consumers in their natural environments.

What is the most common CRM mistake?

Competitive marketing intelligence is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketplace.

The real value of marketing research lies in the customer insights that it provides.

Experimental research is best suited for gathering descriptive information.

Data ages quickly.

The objective of causal research is to ________.

Which form of marketing research involves talking with people in their homes or offices, on the street, or in shopping malls?

A(n) ________ consists of people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers use the information to generate and validate actionable customer and market insights.

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