Question 1

Personal interviews are usually the best means to obtain detailed information about consumers.

Accepted Answer

A) True 
 B)False  True

Question 2

A small service agency is trying to assess clients' view of the quality of service over the past year.If the company has had 1000 clients over the past 12 months,then all 1000 clients constitute the population considered for the survey.

Accepted Answer

A) True 
 B)False  True

Question 3

Interpretative research is often used to interpret consumer behavior within a foreign culture where consumer expectations are subject to different cultural influences.

Accepted Answer

A) True 
 B)False  True

Question 4

In a stratified sample,each selected subgroup is relatively homogeneous for a certain characteristic.

Accepted Answer

A) True 
 B)False

Question 5

In a cluster sample,each cluster reflects the diversity of the whole population sampled.

Accepted Answer

A) True 
 B)False

Question 6

The choice between secondary and primary data is tied to cost,applicability,and effectiveness.
Indicate the answer choice that best completes the statement or answers the question.

Accepted Answer

A) True 
 B)False

Question 7

Match each item with the correct statement below.
-_____ is information that originates in unprecedented volume and speed from the world around us.

Accepted Answer

A) big data 
B) exploratory research 
C) secondary data 
D) primary data 
E) sampling
F)hypothesis
G)simple random sample
H)interpretative research
I)focus group
J)marketing decision support system
K)key performance indicator
L)predictive analytics
M)metrics
N)marketing research
O)quota sample
P)test marketing
Q)cluster sample
R)data mining
S)convenience sample
T)controlled experiment 
A) big data 
B) exploratory research 
C) secondary data 
D) primary data 
E) sampling
F)hypothesis
G)simple random sample
H)interpretative research
I)focus group
J)marketing decision support system
K)key performance indicator
L)predictive analytics
M)metrics
N)marketing research
O)quota sample
P)test marketing
Q)cluster sample
R)data mining
S)convenience sample
T)controlled experiment

Question 8

The process of discussing a marketing problem with informed sources both within and outside the firm and examining information from secondary sources is known as _____.

Accepted Answer

A) situation analysis 
B) informal investigation 
C) exploratory research 
D) interpretative research 
A) situation analysis 
B) informal investigation 
C) exploratory research 
D) interpretative research

Question 9

It can be said that all marketing and marketing strategies begin with marketing research.There is a strong positive correlation between the quality of a firm's marketing research and the success of the firm's marketing strategies.Poor marketing research leads to poorly executed and poorly performing marketing strategies.On the other hand,quality marketing research facilitates a firm's ability to select the best marketing strategies for a given situation. ​
Marketers understand that marketing research is important because​

Accepted Answer

A) ​it helps the firm select the appropriate marketing mix 
B) it helps a company evaluate its sales force's performance​ 
C) ​it guarantees the success of the firm's marketing strategies 
D) ​it is a viable substitute for an organization's SWOT analysis 
E) ​it ensures that the firm is able to meet the market's profit expectations 
A) ​it helps the firm select the appropriate marketing mix 
B) it helps a company evaluate its sales force's performance​ 
C) ​it guarantees the success of the firm's marketing strategies 
D) ​it is a viable substitute for an organization's SWOT analysis 
E) ​it ensures that the firm is able to meet the market's profit expectations

Question 10

​The head of sales at a publishing firm is seeking better information to make informed marketing decisions.He already gets data about the company's daily flow of business; now he needs tools that will enable him to use the raw numbers in developing models and graphs.He is looking for a _________system.

Accepted Answer

A) ​Marketing Information 
B) ​Marketing Decision Support 
C) ​VALS 
D) ​Marketing Intelligence 
E) ​Big Data 
A) ​Marketing Information 
B) ​Marketing Decision Support 
C) ​VALS 
D) ​Marketing Intelligence 
E) ​Big Data

Question 11

Firms conduct marketing cost analysis to determine:

Accepted Answer

A) the appropriate levels of market capitalization. 
B) the current levels of corporate assets and liabilities. 
C) the profitability of certain customers, territories, or product lines. 
D) the marketing strategies of its competitors. 
A) the appropriate levels of market capitalization. 
B) the current levels of corporate assets and liabilities. 
C) the profitability of certain customers, territories, or product lines. 
D) the marketing strategies of its competitors.

Question 12

Match each item with the correct statement below.
-A(n)_____ is a nonprobability sample selected from among readily available respondents.

Accepted Answer

A) big data 
B) exploratory research 
C) secondary data 
D) primary data 
E) sampling
F)hypothesis
G)simple random sample
H)interpretative research
I)focus group
J)marketing decision support system
K)key performance indicator
L)predictive analytics
M)metrics
N)marketing research
O)quota sample
P)test marketing
Q)cluster sample
R)data mining
S)convenience sample
T)controlled experiment 
A) big data 
B) exploratory research 
C) secondary data 
D) primary data 
E) sampling
F)hypothesis
G)simple random sample
H)interpretative research
I)focus group
J)marketing decision support system
K)key performance indicator
L)predictive analytics
M)metrics
N)marketing research
O)quota sample
P)test marketing
Q)cluster sample
R)data mining
S)convenience sample
T)controlled experiment

Question 13

_____ remains the most common method for conducting primary research outside the United States.

Accepted Answer

A) Telephonic interviews 
B) Face-to-face interviewing 
C) Controlled experimentation 
D) Mail surveys 
A) Telephonic interviews 
B) Face-to-face interviewing 
C) Controlled experimentation 
D) Mail surveys

Question 14

Computer technology has had little impact on the marketing research process.

Accepted Answer

A) True 
 B)False

Question 15

In the context of the sampling process,the universe is also known as the _____.

Accepted Answer

A) stratified group 
B) population 
C) cluster 
D) quota 
A) stratified group 
B) population 
C) cluster 
D) quota

Question 16

In the past,surveys have been used as a primary tool to collect data.Marketers thought that if they wanted to know what people want,it was enough to just ask.People do not always answer honestly,however,and sometimes people don't know what they want or why they make the decisions they do.To understand why people do the things they do and the real-life context that surrounds consumer decisions and behaviors,marketing professionals sometimes choose to live the life of their target customers. ​
​
Which of the following type of research is described above?​

Accepted Answer

A) ​marketing research 
B) ​descriptive research 
C) ​exploratory research 
D) ​interpretive research 
E) ​ethnographic research 
A) ​marketing research 
B) ​descriptive research 
C) ​exploratory research 
D) ​interpretive research 
E) ​ethnographic research

Question 17

Antrix Corporation is a marketing research firm that specializes in data collection in shopping malls.This information indicates that Antrix Corporation is a full-service research supplier.

Accepted Answer

A) True 
 B)False

Question 18

What is the term for quantifiable measurements that are compared against organizational objectives to gauge a company's overall performance?

Accepted Answer

A) Big data 
B) Competitive intelligence 
C) Marketing data 
D) Metrics 
A) Big data 
B) Competitive intelligence 
C) Marketing data 
D) Metrics

Question 19

Online companies need to be careful while using the personal data of consumers as there are various laws imposed to govern the use of personal data by online companies and data aggregators.

Accepted Answer

A) True 
 B)False

Question 20

When H&C Research Corporation wanted to test the popularity of a new flavor of ice cream,they selected a number of U.S.cities as test sites,and then randomly selected supermarkets within those cities as trial vendors.This is an example of quota sampling.

Accepted Answer

A) True 
 B)False

Personal interviews are usually the best means to obtain detailed information about consumers.

A small service agency is trying to assess clients' view of the quality of service over the past year.If the company has had 1000 clients over the past 12 months,then all 1000 clients constitute the population considered for the survey.

Interpretative research is often used to interpret consumer behavior within a foreign culture where consumer expectations are subject to different cultural influences.

In a stratified sample,each selected subgroup is relatively homogeneous for a certain characteristic.

In a cluster sample,each cluster reflects the diversity of the whole population sampled.

The choice between secondary and primary data is tied to cost,applicability,and effectiveness. Indicate the answer choice that best completes the statement or answers the question.

Match each item with the correct statement below. -_____ is information that originates in unprecedented volume and speed from the world around us.

The process of discussing a marketing problem with informed sources both within and outside the firm and examining information from secondary sources is known as _____.

Firms conduct marketing cost analysis to determine:

Match each item with the correct statement below. -A(n)_____ is a nonprobability sample selected from among readily available respondents.

_____ remains the most common method for conducting primary research outside the United States.

Computer technology has had little impact on the marketing research process.

In the context of the sampling process,the universe is also known as the _____.

Antrix Corporation is a marketing research firm that specializes in data collection in shopping malls.This information indicates that Antrix Corporation is a full-service research supplier.

What is the term for quantifiable measurements that are compared against organizational objectives to gauge a company's overall performance?

Online companies need to be careful while using the personal data of consumers as there are various laws imposed to govern the use of personal data by online companies and data aggregators.

When H&C Research Corporation wanted to test the popularity of a new flavor of ice cream,they selected a number of U.S.cities as test sites,and then randomly selected supermarkets within those cities as trial vendors.This is an example of quota sampling.

Marketing: the Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, ethics, and Social Responsibility

Social Media: Living in the Connected World

E-Business: Managing the Customer Experience

Consumer Behavior

Business-To-Business B2bmarketing

Global Marketing

Market Segmentation, targeting, and Positioning

Relationship Marketing and Customer Relationship Management Crm

Product and Service Strategies

Developing and Managing Brand and Product Categories

Marketing Channels and Supply Chain Management

Retailers, wholesalers, and Direct Marketers

Integrated Marketing Communications, advertising, and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Pricing Strategies

Developing an Effective Marketing Plan

Financial Analysis in Marketing

Filters

Exam 10: Marketing Research in the Era of Big Data

Personal interviews are usually the best means to obtain detailed information about consumers.

A small service agency is trying to assess clients' view of the quality of service over the past year.If the company has had 1000 clients over the past 12 months,then all 1000 clients constitute the population considered for the survey.

Interpretative research is often used to interpret consumer behavior within a foreign culture where consumer expectations are subject to different cultural influences.

In a stratified sample,each selected subgroup is relatively homogeneous for a certain characteristic.

In a cluster sample,each cluster reflects the diversity of the whole population sampled.

The choice between secondary and primary data is tied to cost,applicability,and effectiveness. Indicate the answer choice that best completes the statement or answers the question.

Match each item with the correct statement below. -_____ is information that originates in unprecedented volume and speed from the world around us.

The process of discussing a marketing problem with informed sources both within and outside the firm and examining information from secondary sources is known as _____.

Firms conduct marketing cost analysis to determine:

Match each item with the correct statement below. -A(n)_____ is a nonprobability sample selected from among readily available respondents.

_____ remains the most common method for conducting primary research outside the United States.

Computer technology has had little impact on the marketing research process.

In the context of the sampling process,the universe is also known as the _____.

Antrix Corporation is a marketing research firm that specializes in data collection in shopping malls.This information indicates that Antrix Corporation is a full-service research supplier.

What is the term for quantifiable measurements that are compared against organizational objectives to gauge a company's overall performance?

Online companies need to be careful while using the personal data of consumers as there are various laws imposed to govern the use of personal data by online companies and data aggregators.

When H&C Research Corporation wanted to test the popularity of a new flavor of ice cream,they selected a number of U.S.cities as test sites,and then randomly selected supermarkets within those cities as trial vendors.This is an example of quota sampling.

Marketing: the Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, ethics, and Social Responsibility

Social Media: Living in the Connected World

E-Business: Managing the Customer Experience

Consumer Behavior

Business-To-Business B2bmarketing

Global Marketing

Market Segmentation, targeting, and Positioning

Relationship Marketing and Customer Relationship Management Crm

Product and Service Strategies

Developing and Managing Brand and Product Categories

Marketing Channels and Supply Chain Management

Retailers, wholesalers, and Direct Marketers

Integrated Marketing Communications, advertising, and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Pricing Strategies

Developing an Effective Marketing Plan

Financial Analysis in Marketing

Filters