Question 1

When Betty decided to open up a tea shop in the center of town,she chose a group of customers who represent her customers of interest.This group is called a

Accepted Answer

A)  sample. 
B)  focus group. 
C)  target market. 
D)  demographic. 
E)  potential customer. 
A)  sample. 
B)  focus group. 
C)  target market. 
D)  demographic. 
E)  potential customer.

Question 2

Fingerprints are an example of biometric data.

Accepted Answer

A) True 
 B)False

Question 3

The terms external secondary data and syndicated data mean the same thing.

Accepted Answer

A) True 
 B)False

Question 4

The number of participants who discontinue their use of a service divided by the average number of total participants is called

Accepted Answer

A)  churn. 
B)  customer retention. 
C)  customer lifetime value. 
D)  cancellation cost. 
E)  customer loyalty. 
A)  churn. 
B)  customer retention. 
C)  customer lifetime value. 
D)  cancellation cost. 
E)  customer loyalty.

Question 5

Firms that are engaged in sentiment mining are analyzing data collected from

Accepted Answer

A)  experiments. 
B)  in-depth interviews. 
C)  focus groups. 
D)  social media sites. 
E)  observations. 
A)  experiments. 
B)  in-depth interviews. 
C)  focus groups. 
D)  social media sites. 
E)  observations.

Question 6

Data that have been collected prior to the start of the current research project are considered primary data.

Accepted Answer

A) True 
 B)False

Question 7

When a research team has gathered data for specific research needs,this is known as

Accepted Answer

A)  primary data. 
B)  data mining. 
C)  secondary data. 
D)  data recovery. 
E)  data modeling. 
A)  primary data. 
B)  data mining. 
C)  secondary data. 
D)  data recovery. 
E)  data modeling.

Question 8

When companies store information on customers' purchase histories in large computer files,this is known as data warehousing.

Accepted Answer

A) True 
 B)False

Question 9

Paul subscribes to an Internet service that alerts him whenever other firms in his industry are quoted in the media.Paul is using this type of marketing research primarily to

Accepted Answer

A)  provide a link between him and his production center. 
B)  help him understand the needs of his customers. 
C)  monitor his competitors. 
D)  increase profits through the sale of syndicated data. 
E)  decide how to price his new products. 
A)  provide a link between him and his production center. 
B)  help him understand the needs of his customers. 
C)  monitor his competitors. 
D)  increase profits through the sale of syndicated data. 
E)  decide how to price his new products.

Question 10

When conducting a survey about choosing vacation destinations,Hillary will need to __________ in order to get reluctant respondents to provide honest information.

Accepted Answer

A)  choose only highly verbal consumers 
B)  assure consumers that their individual responses will be kept confidential 
C)  use only focus group interviews 
D)  ask unstructured questions 
E)  create an efficient data warehouse 
A)  choose only highly verbal consumers 
B)  assure consumers that their individual responses will be kept confidential 
C)  use only focus group interviews 
D)  ask unstructured questions 
E)  create an efficient data warehouse

Question 11

When survey data are analyzed in depth to determine consumer attitudes toward a product,this is an example of sentiment mining.

Accepted Answer

A) True 
 B)False

Question 12

When conducting a research study attempting to understand what features were most important to automobile consumers,Gary's Research Company used a questionnaire containing __________ questions,with a predetermined set of response options.

Accepted Answer

A)  structured 
B)  in-depth interview 
C)  open-ended 
D)  free-form 
E)  unstructured 
A)  structured 
B)  in-depth interview 
C)  open-ended 
D)  free-form 
E)  unstructured

Question 13

Omar is responsible for marketing and marketing research for a midsized manufacturer of assemblies for the housing market.His boss has asked him to cut back expenses,especially in marketing research: "Why can't you just use information off the Internet? There's plenty out there." What is Omar's best response to try to get his boss to change his mind?

Accepted Answer

A)  "We can try, but if it's wrong it's not my fault." 
B)  "Those are secondary data, and they may not be as timely, accurate, and relevant as what we need." 
C)  "I'd rather not use any data at all than use secondary data." 
D)  "This is a matter of principle. I quit." 
E)  "You should never use any information from the Internet in marketing research." 
A)  "We can try, but if it's wrong it's not my fault." 
B)  "Those are secondary data, and they may not be as timely, accurate, and relevant as what we need." 
C)  "I'd rather not use any data at all than use secondary data." 
D)  "This is a matter of principle. I quit." 
E)  "You should never use any information from the Internet in marketing research."

Question 14

The purpose of __________ is that it provides information needed to confirm insights and hypotheses generated and helps managers pursue appropriate courses of action.

Accepted Answer

A)  primary data collection 
B)  data mining 
C)  qualitative research 
D)  quantitative research 
E)  statistical sourcing 
A)  primary data collection 
B)  data mining 
C)  qualitative research 
D)  quantitative research 
E)  statistical sourcing

Question 15

Which of the following types of research would be considered quantitative research?

Accepted Answer

A)  experimental research 
B)  observational research 
C)  focus group research 
D)  social media monitoring 
E)  in-depth interviews 
A)  experimental research 
B)  observational research 
C)  focus group research 
D)  social media monitoring 
E)  in-depth interviews

Question 16

With more than 200 million active customers and billions of pieces of shopping data,Amazon qualifies as a

Accepted Answer

A)  big data user. 
B)  syndicated data user. 
C)  mining data user. 
D)  panel data user. 
E)  survey data user. 
A)  big data user. 
B)  syndicated data user. 
C)  mining data user. 
D)  panel data user. 
E)  survey data user.

Question 17

Both major political parties have developed proprietary databases that contain vast information about voters,broken down by demographic and geographic information.This kind of information is

Accepted Answer

A)  primary data. 
B)  secondary data. 
C)  syndicated data. 
D)  neuromarketing. 
E)  qualitative research. 
A)  primary data. 
B)  secondary data. 
C)  syndicated data. 
D)  neuromarketing. 
E)  qualitative research.

Question 18

A major advantage of primary data collection is

Accepted Answer

A)  it can be easily accessed through syndicated databases. 
B)  it offers behavioral insights generally not available from secondary research. 
C)  it takes less time to collect than secondary data. 
D)  it is general enough to meet many different researchers' needs. 
E)  it is less expensive to collect than secondary data. 
A)  it can be easily accessed through syndicated databases. 
B)  it offers behavioral insights generally not available from secondary research. 
C)  it takes less time to collect than secondary data. 
D)  it is general enough to meet many different researchers' needs. 
E)  it is less expensive to collect than secondary data.

Question 19

Social media monitoring,in-depth interviews,and focus groups are all __________ research methods.

Accepted Answer

A)  quantitative 
B)  data warehousing 
C)  syndicated marketing 
D)  qualitative 
E)  structured 
A)  quantitative 
B)  data warehousing 
C)  syndicated marketing 
D)  qualitative 
E)  structured

Question 20

Marvin is looking for data to help with a new marketing research study.When reviewing existing secondary data from a past research study,Marvin should pay careful attention to

Accepted Answer

A)  how the secondary data were collected. 
B)  where the data were warehoused. 
C)  whether or not the Census Bureau has certified the research. 
D)  whether the data were transformed into information. 
E)  how often primary data were substituted for secondary data. 
A)  how the secondary data were collected. 
B)  where the data were warehoused. 
C)  whether or not the Census Bureau has certified the research. 
D)  whether the data were transformed into information. 
E)  how often primary data were substituted for secondary data.

When Betty decided to open up a tea shop in the center of town,she chose a group of customers who represent her customers of interest.This group is called a

Fingerprints are an example of biometric data.

The terms external secondary data and syndicated data mean the same thing.

The number of participants who discontinue their use of a service divided by the average number of total participants is called

Firms that are engaged in sentiment mining are analyzing data collected from

Data that have been collected prior to the start of the current research project are considered primary data.

When a research team has gathered data for specific research needs,this is known as

When companies store information on customers' purchase histories in large computer files,this is known as data warehousing.

Paul subscribes to an Internet service that alerts him whenever other firms in his industry are quoted in the media.Paul is using this type of marketing research primarily to

When conducting a survey about choosing vacation destinations,Hillary will need to __________ in order to get reluctant respondents to provide honest information.

When survey data are analyzed in depth to determine consumer attitudes toward a product,this is an example of sentiment mining.

When conducting a research study attempting to understand what features were most important to automobile consumers,Gary's Research Company used a questionnaire containing __________ questions,with a predetermined set of response options.

The purpose of __________ is that it provides information needed to confirm insights and hypotheses generated and helps managers pursue appropriate courses of action.

Which of the following types of research would be considered quantitative research?

With more than 200 million active customers and billions of pieces of shopping data,Amazon qualifies as a

Both major political parties have developed proprietary databases that contain vast information about voters,broken down by demographic and geographic information.This kind of information is

A major advantage of primary data collection is

Social media monitoring,in-depth interviews,and focus groups are all __________ research methods.

Marvin is looking for data to help with a new marketing research study.When reviewing existing secondary data from a past research study,Marvin should pay careful attention to

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Conscious Marketing,corporate Social Responsibility,and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation,targeting,and Positioning

Product,branding,and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Establishing Value

Supply Chain and Channel Management

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising,public Relations,and Sales Promotions

Personal Selling and Sales Management

Filters

Exam 10: Marketing Research

When Betty decided to open up a tea shop in the center of town,she chose a group of customers who represent her customers of interest.This group is called a

Fingerprints are an example of biometric data.

The terms external secondary data and syndicated data mean the same thing.

The number of participants who discontinue their use of a service divided by the average number of total participants is called

Firms that are engaged in sentiment mining are analyzing data collected from

Data that have been collected prior to the start of the current research project are considered primary data.

When a research team has gathered data for specific research needs,this is known as

When companies store information on customers' purchase histories in large computer files,this is known as data warehousing.

Paul subscribes to an Internet service that alerts him whenever other firms in his industry are quoted in the media.Paul is using this type of marketing research primarily to

When conducting a survey about choosing vacation destinations,Hillary will need to __________ in order to get reluctant respondents to provide honest information.

When survey data are analyzed in depth to determine consumer attitudes toward a product,this is an example of sentiment mining.

When conducting a research study attempting to understand what features were most important to automobile consumers,Gary's Research Company used a questionnaire containing __________ questions,with a predetermined set of response options.

The purpose of __________ is that it provides information needed to confirm insights and hypotheses generated and helps managers pursue appropriate courses of action.

Which of the following types of research would be considered quantitative research?

With more than 200 million active customers and billions of pieces of shopping data,Amazon qualifies as a

Both major political parties have developed proprietary databases that contain vast information about voters,broken down by demographic and geographic information.This kind of information is

A major advantage of primary data collection is

Social media monitoring,in-depth interviews,and focus groups are all __________ research methods.

Marvin is looking for data to help with a new marketing research study.When reviewing existing secondary data from a past research study,Marvin should pay careful attention to

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Conscious Marketing,corporate Social Responsibility,and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation,targeting,and Positioning

Product,branding,and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Establishing Value

Supply Chain and Channel Management

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising,public Relations,and Sales Promotions

Personal Selling and Sales Management

Filters