Question 1

The use of big data has created new companies called data brokers that _____.

Accepted Answer

A) ​outsource data collection overseas 
B) ​help businesses fine tune marketing strategies in real time 
C) ​eliminate intermediaries 
D) ​provide revised business plans for fledgling firms 
A) ​outsource data collection overseas 
B) ​help businesses fine tune marketing strategies in real time 
C) ​eliminate intermediaries 
D) ​provide revised business plans for fledgling firms

Question 2

Which of the following is the reference book that can help marketers track down trade organizations that may have data pertinent to their company?

Accepted Answer

A) The U.S. Government's Survey of Current Business. 
B) Who's Who in American Industry. 
C) Thomson Gale's Encyclopedia of Associations. 
D) Catalog of U.S Government Publications. 
A) The U.S. Government's Survey of Current Business. 
B) Who's Who in American Industry. 
C) Thomson Gale's Encyclopedia of Associations. 
D) Catalog of U.S Government Publications.

Question 3

A(n)_____ takes a marketing information system a step further and allows managers to explore and connect such varying information as the state of the market,consumer behavior,sales forecasts,competitors' actions,and environmental changes.

Accepted Answer

A) ​marketing segmentation system 
B) ​marketing decision support system 
C) ​market intelligence system 
D) ​exploratory research system 
A) ​marketing segmentation system 
B) ​marketing decision support system 
C) ​market intelligence system 
D) ​exploratory research system

Question 4

Which of the following is true of secondary data used in marketing research?

Accepted Answer

A) It is the data collected for a specific market study. 
B) It provides richer and more detailed information compared to primary data. 
C) It is usually collected and compiled by the investigator conducting the study. 
D) It requires less time and is less expensive to gather. 
A) It is the data collected for a specific market study. 
B) It provides richer and more detailed information compared to primary data. 
C) It is usually collected and compiled by the investigator conducting the study. 
D) It requires less time and is less expensive to gather.

Question 5

The number of "hits" for a web page represents the number of times a visitor accesses the page.

Accepted Answer

A) True 
 B)False

Question 6

Entertainment Research Group specializes in rating movie theaters using input from moviegoers.Entertainment Research Group is an example of a:

Accepted Answer

A) contract market research firm. 
B) computerized data supplier. 
C) full-service consulting firm. 
D) limited-service research supplier. 
A) contract market research firm. 
B) computerized data supplier. 
C) full-service consulting firm. 
D) limited-service research supplier.

Question 7

You are working with the data scientist from your sales department to develop a regression model for forecasting your company's sales based on changes in the U.S.economy. ​
​
Which of the following types of data do you need the most in order to enhance the accuracy of the model's forecasts?​

Accepted Answer

A) ​qualitative data about the department's sales force 
B) ​qualitative data about your marketing environment 
C) ​quantitative data about your company's historical sales 
D) ​qualitative data about your company's historical sales and U.S. economic performance statistics 
E) ​quantitative data about your company's historical sales and U.S. economic performance statistics 
A) ​qualitative data about the department's sales force 
B) ​qualitative data about your marketing environment 
C) ​quantitative data about your company's historical sales 
D) ​qualitative data about your company's historical sales and U.S. economic performance statistics 
E) ​quantitative data about your company's historical sales and U.S. economic performance statistics

Question 8

Describe the three principal methods used by researchers to collect primary data.

Accepted Answer

The principal methods for collecting pri

Question 9

​You've noticed a decline in seafood orders at your restaurant,but you're unsure what is causing the problem.So you've begun to talk with customers,monitor the restaurant's Facebook page,and interview seafood suppliers.You are engaged in:

Accepted Answer

A) ​Informal investigation 
B) ​Exploratory research 
C) ​Situation analysis 
D) ​Hypothesis formulation 
E) ​Sales forecasting 
A) ​Informal investigation 
B) ​Exploratory research 
C) ​Situation analysis 
D) ​Hypothesis formulation 
E) ​Sales forecasting

Question 10

Which of the following terms refers to the process of collecting and using information for marketing decision making?

Accepted Answer

A) Market engineering 
B) Marketing research 
C) Market capitalization 
D) Marketing sampling 
A) Market engineering 
B) Marketing research 
C) Market capitalization 
D) Marketing sampling

Question 11

The symptoms of a problem merely alert the marketer that a problem exists.

Accepted Answer

A) True 
 B)False

Question 12

Match each item with the correct statement below.
-A(n)_____ is a scientific investigation in which a researcher manipulates a test group and compares the results with those of an other group that did not receive the experimental manipulations.

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

What is the significance of marketing research to businesses? What are the stages involved in the marketing research process?

Accepted Answer

Business executives rely on marketing re

Question 14

Interpretive research focuses on understanding the meaning of a product in a consumer's everyday life.

Accepted Answer

A) True 
 B)False

Question 15

Kelsey has to design a research study to assess the impact of the Internet and mobile applications on work efficiency among all employees of her company.This study will help Kelsey's marketing team decide whether to promote new work tools via mobile applications.She uses a simple random sampling technique to identify her research participants.Kelsey uses a computer software program to randomize the names of the 500 employees of the company and selects 300 to participate in the study.Over the course of one month,study participants are asked to complete a concise questionnaire with five questions followed by a personal interview with a company executive. Which of the following is a drawback of this research design? ​

Accepted Answer

A) ​The sample is too small. 
B) ​The study lacks confidentiality. 
C) ​The questionnaire used is not clear. 
D) ​Focus groups can be time-consuming. 
E) ​Researchers did not have enough time to expedite the study. 
A) ​The sample is too small. 
B) ​The study lacks confidentiality. 
C) ​The questionnaire used is not clear. 
D) ​Focus groups can be time-consuming. 
E) ​Researchers did not have enough time to expedite the study.

Question 16

Researchers usually spend less time and money in gathering primary data compared to secondary data.

Accepted Answer

A) True 
 B)False

Question 17

What are the challenges associated with conducting marketing research in global markets?

Accepted Answer

Although marketing researchers follow th

Question 18

Marketers can gain valuable insights by examining the dissatisfaction of the customers that leads to abandoning certain products for those offered by competitors.

Accepted Answer

A) True 
 B)False

Question 19

A sampling method that involves first selecting a sample of subgroups from the population and then drawing a sample from each group so that the final sample represents the diversity of the population is called a _______ sample.​

Accepted Answer

A) ​cluster 
B) ​nonprobability 
C) ​simple random 
D) ​probability 
A) ​cluster 
B) ​nonprobability 
C) ​simple random 
D) ​probability

Question 20

Which of the following can be regarded as external data?

Accepted Answer

A) Sales force activity reports compiled by the sales manager 
B) Accounting data obtained from the financial statements 
C) Information obtained from a syndicated research service 
D) Product performance reviews made by the engineering department 
A) Sales force activity reports compiled by the sales manager 
B) Accounting data obtained from the financial statements 
C) Information obtained from a syndicated research service 
D) Product performance reviews made by the engineering department

The use of big data has created new companies called data brokers that _____.

Which of the following is the reference book that can help marketers track down trade organizations that may have data pertinent to their company?

A(n)_____ takes a marketing information system a step further and allows managers to explore and connect such varying information as the state of the market,consumer behavior,sales forecasts,competitors' actions,and environmental changes.

Which of the following is true of secondary data used in marketing research?

The number of "hits" for a web page represents the number of times a visitor accesses the page.

Entertainment Research Group specializes in rating movie theaters using input from moviegoers.Entertainment Research Group is an example of a:

You are working with the data scientist from your sales department to develop a regression model for forecasting your company's sales based on changes in the U.S.economy. Which of the following types of data do you need the most in order to enhance the accuracy of the model's forecasts?

Describe the three principal methods used by researchers to collect primary data.

You've noticed a decline in seafood orders at your restaurant,but you're unsure what is causing the problem.So you've begun to talk with customers,monitor the restaurant's Facebook page,and interview seafood suppliers.You are engaged in:

Which of the following terms refers to the process of collecting and using information for marketing decision making?

The symptoms of a problem merely alert the marketer that a problem exists.

Match each item with the correct statement below. -A(n)_____ is a scientific investigation in which a researcher manipulates a test group and compares the results with those of an other group that did not receive the experimental manipulations.

What is the significance of marketing research to businesses? What are the stages involved in the marketing research process?

Interpretive research focuses on understanding the meaning of a product in a consumer's everyday life.

Researchers usually spend less time and money in gathering primary data compared to secondary data.

What are the challenges associated with conducting marketing research in global markets?

Marketers can gain valuable insights by examining the dissatisfaction of the customers that leads to abandoning certain products for those offered by competitors.

A sampling method that involves first selecting a sample of subgroups from the population and then drawing a sample from each group so that the final sample represents the diversity of the population is called a _______ sample.

Which of the following can be regarded as external data?

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

The use of big data has created new companies called data brokers that _____.

Which of the following is the reference book that can help marketers track down trade organizations that may have data pertinent to their company?

A(n)_____ takes a marketing information system a step further and allows managers to explore and connect such varying information as the state of the market,consumer behavior,sales forecasts,competitors' actions,and environmental changes.

Which of the following is true of secondary data used in marketing research?

The number of "hits" for a web page represents the number of times a visitor accesses the page.

Entertainment Research Group specializes in rating movie theaters using input from moviegoers.Entertainment Research Group is an example of a:

You are working with the data scientist from your sales department to develop a regression model for forecasting your company's sales based on changes in the U.S.economy. ​ ​ Which of the following types of data do you need the most in order to enhance the accuracy of the model's forecasts?​

Describe the three principal methods used by researchers to collect primary data.

​You've noticed a decline in seafood orders at your restaurant,but you're unsure what is causing the problem.So you've begun to talk with customers,monitor the restaurant's Facebook page,and interview seafood suppliers.You are engaged in:

Which of the following terms refers to the process of collecting and using information for marketing decision making?

The symptoms of a problem merely alert the marketer that a problem exists.

Match each item with the correct statement below. -A(n)_____ is a scientific investigation in which a researcher manipulates a test group and compares the results with those of an other group that did not receive the experimental manipulations.

What is the significance of marketing research to businesses? What are the stages involved in the marketing research process?

Interpretive research focuses on understanding the meaning of a product in a consumer's everyday life.

Researchers usually spend less time and money in gathering primary data compared to secondary data.

What are the challenges associated with conducting marketing research in global markets?

Marketers can gain valuable insights by examining the dissatisfaction of the customers that leads to abandoning certain products for those offered by competitors.

A sampling method that involves first selecting a sample of subgroups from the population and then drawing a sample from each group so that the final sample represents the diversity of the population is called a _______ sample.​

Which of the following can be regarded as external data?

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

You are working with the data scientist from your sales department to develop a regression model for forecasting your company's sales based on changes in the U.S.economy. Which of the following types of data do you need the most in order to enhance the accuracy of the model's forecasts?

You've noticed a decline in seafood orders at your restaurant,but you're unsure what is causing the problem.So you've begun to talk with customers,monitor the restaurant's Facebook page,and interview seafood suppliers.You are engaged in:

A sampling method that involves first selecting a sample of subgroups from the population and then drawing a sample from each group so that the final sample represents the diversity of the population is called a _______ sample.