Question 1

Whether conducted online or through the mail,what is the most important aspect of a marketing research survey?

Accepted Answer

A) Designing one that yields information marketers can use to make decisions. 
B) Designing one that motivates respondents to provide information quickly. 
C) Designing one that keeps costs within the marketing budget. 
D) Designing one that can be adapted easily to global markets. 
A) Designing one that yields information marketers can use to make decisions. 
B) Designing one that motivates respondents to provide information quickly. 
C) Designing one that keeps costs within the marketing budget. 
D) Designing one that can be adapted easily to global markets.

Question 2

A consumer products company is analyzing data collected and published by trade associations and general business magazines.This data is best referred to as _____ data.

Accepted Answer

A) primary 
B) private 
C) internal 
D) census 
A) primary 
B) private 
C) internal 
D) census

Question 3

Studying the underlying causes of customer defections,even partial defections,can be useful for identifying problem areas that need attention.

Accepted Answer

A) True 
 B)False

Question 4

Match each item with the correct statement below.
-_____ seeks to discover the cause of a specific problem by discussing the problem with informed sources and by examining data from other information sources.

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 5

A convenience sample is also called an accidental sample as those included just happen to be in the place where the study is being conducted.

Accepted Answer

A) True 
 B)False

Question 6

Observation is a useful technique to collect primary data for marketers trying to understand how consumers behave in certain situations.

Accepted Answer

A) True 
 B)False

Question 7

A _____ sample is a nonprobability sample divided to maintain the proportion of certain characteristics among different segments or groups seen in the population as a whole.

Accepted Answer

A) simple random 
B) cluster 
C) quota 
D) convenience 
A) simple random 
B) cluster 
C) quota 
D) convenience

Question 8

Marketers use key performance indicators to:

Accepted Answer

A) justify an increased marketing budget. 
B) measure the success of a marketing initiative. 
C) determine which marketing tasks should be outsourced. 
D) create a social media campaign. 
A) justify an increased marketing budget. 
B) measure the success of a marketing initiative. 
C) determine which marketing tasks should be outsourced. 
D) create a social media campaign.

Question 9

McBurgers plans to introduce a new line of fish sandwiches to fifteen stores in eastern United States for a six-month period.If the product and promotional efforts behind it are successful,the company may launch them nationwide.What type of research is being conducted to determine potential success?

Accepted Answer

A) Test marketing 
B) Exploratory research 
C) Stratified sampling 
D) Trend analysis 
A) Test marketing 
B) Exploratory research 
C) Stratified sampling 
D) Trend analysis

Question 10

Fizzy Cola Company created a sample containing 25 of their regular cola drinkers,25 of their diet cola drinkers,and 25 of their diet caffeine-free drinkers.They created the sample by stopping people on the street and continuing until they had spoken to enough people to meet the requirement.Such a sample is a nonprobability cluster sample.

Accepted Answer

A) True 
 B)False

Question 11

A marketing-related problem can be identified by evaluating the firm's marketing mix elements and target market.

Accepted Answer

A) True 
 B)False

Question 12

A _____ is a planned,computer-based system designed to provide decision makers with a continuous flow of information relevant to their areas of responsibility.​

Accepted Answer

A) ​business intelligence system 
B) ​critical response management system 
C) ​competitive intelligence system 
D) ​marketing information system 
A) ​business intelligence system 
B) ​critical response management system 
C) ​competitive intelligence system 
D) ​marketing information system

Question 13

Prior to the 1930s,most of the marketing research involved gathering written testimonials from purchasers of firms' products.

Accepted Answer

A) True 
 B)False

Question 14

A(n)_____ sample is a nonprobability sample selected from among readily available respondents.

Accepted Answer

A) quota 
B) stratified 
C) convenience 
D) simple random 
A) quota 
B) stratified 
C) convenience 
D) simple random

Question 15

A marketing research organization that regularly provides a standardized set of data to all customers is called a full-service research supplier.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is not affected by big data?

Accepted Answer

A) ​Market share 
B) ​Company revenues 
C) ​Advertising budgets 
D) ​Customer interests 
A) ​Market share 
B) ​Company revenues 
C) ​Advertising budgets 
D) ​Customer interests

Question 17

What is an MDSS? How is it different from an MIS?

Accepted Answer

A marketing decision support system (MDS

Question 18

​You are the campaign manager for a candidate running for mayor of Hartford,Connecticut.You are running a series of focus group sessions with Hartford residents to get a better idea of their needs and wants. Your focus group sessions are an example of which of the following types of research?

Accepted Answer

A) ​marketing research 
B) ​conclusive research 
C) ​descriptive research 
D) ​exploratory research 
E) ​experimental research 
A) ​marketing research 
B) ​conclusive research 
C) ​descriptive research 
D) ​exploratory research 
E) ​experimental research

Question 19

What is a major source of information for U.S.companies that want to research global markets?

Accepted Answer

A) Export.gov 
B) Amazon.com 
C) Google.com 
D) Europa.eu 
A) Export.gov 
B) Amazon.com 
C) Google.com 
D) Europa.eu

Question 20

The information gathered by an outside marketing research firm is often more thorough and accurate than that collected by in-house staff.

Accepted Answer

A) True 
 B)False

Whether conducted online or through the mail,what is the most important aspect of a marketing research survey?

A consumer products company is analyzing data collected and published by trade associations and general business magazines.This data is best referred to as _____ data.

Studying the underlying causes of customer defections,even partial defections,can be useful for identifying problem areas that need attention.

Match each item with the correct statement below. -_____ seeks to discover the cause of a specific problem by discussing the problem with informed sources and by examining data from other information sources.

A convenience sample is also called an accidental sample as those included just happen to be in the place where the study is being conducted.

Observation is a useful technique to collect primary data for marketers trying to understand how consumers behave in certain situations.

A _____ sample is a nonprobability sample divided to maintain the proportion of certain characteristics among different segments or groups seen in the population as a whole.

Marketers use key performance indicators to:

McBurgers plans to introduce a new line of fish sandwiches to fifteen stores in eastern United States for a six-month period.If the product and promotional efforts behind it are successful,the company may launch them nationwide.What type of research is being conducted to determine potential success?

A marketing-related problem can be identified by evaluating the firm's marketing mix elements and target market.

A _____ is a planned,computer-based system designed to provide decision makers with a continuous flow of information relevant to their areas of responsibility.

Prior to the 1930s,most of the marketing research involved gathering written testimonials from purchasers of firms' products.

A(n)_____ sample is a nonprobability sample selected from among readily available respondents.

A marketing research organization that regularly provides a standardized set of data to all customers is called a full-service research supplier.

Which of the following is not affected by big data?

What is an MDSS? How is it different from an MIS?

You are the campaign manager for a candidate running for mayor of Hartford,Connecticut.You are running a series of focus group sessions with Hartford residents to get a better idea of their needs and wants. Your focus group sessions are an example of which of the following types of research?

What is a major source of information for U.S.companies that want to research global markets?

The information gathered by an outside marketing research firm is often more thorough and accurate than that collected by in-house staff.

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

Whether conducted online or through the mail,what is the most important aspect of a marketing research survey?

A consumer products company is analyzing data collected and published by trade associations and general business magazines.This data is best referred to as _____ data.

Studying the underlying causes of customer defections,even partial defections,can be useful for identifying problem areas that need attention.

Match each item with the correct statement below. -_____ seeks to discover the cause of a specific problem by discussing the problem with informed sources and by examining data from other information sources.

A convenience sample is also called an accidental sample as those included just happen to be in the place where the study is being conducted.

Observation is a useful technique to collect primary data for marketers trying to understand how consumers behave in certain situations.

A _____ sample is a nonprobability sample divided to maintain the proportion of certain characteristics among different segments or groups seen in the population as a whole.

Marketers use key performance indicators to:

A marketing-related problem can be identified by evaluating the firm's marketing mix elements and target market.

A _____ is a planned,computer-based system designed to provide decision makers with a continuous flow of information relevant to their areas of responsibility.​

Prior to the 1930s,most of the marketing research involved gathering written testimonials from purchasers of firms' products.

A(n)_____ sample is a nonprobability sample selected from among readily available respondents.

A marketing research organization that regularly provides a standardized set of data to all customers is called a full-service research supplier.

Which of the following is not affected by big data?

What is an MDSS? How is it different from an MIS?

​You are the campaign manager for a candidate running for mayor of Hartford,Connecticut.You are running a series of focus group sessions with Hartford residents to get a better idea of their needs and wants. Your focus group sessions are an example of which of the following types of research?

What is a major source of information for U.S.companies that want to research global markets?

The information gathered by an outside marketing research firm is often more thorough and accurate than that collected by in-house staff.

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

A _____ is a planned,computer-based system designed to provide decision makers with a continuous flow of information relevant to their areas of responsibility.

You are the campaign manager for a candidate running for mayor of Hartford,Connecticut.You are running a series of focus group sessions with Hartford residents to get a better idea of their needs and wants. Your focus group sessions are an example of which of the following types of research?