Question 1

Typical sources of internal company data are sales records,financial statements,and marketing cost analyses.

Accepted Answer

A) True 
 B)False

Question 2

Match each item with the correct statement below.
-A(n)_____ is a small group of individuals brought together to discuss a specific topic.

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 3

_____ is the process of searching through computerized information files to detect patterns that guide decision making.

Accepted Answer

A) ​Sales forecasting 
B) ​Data mining 
C) ​Exploratory research 
D) ​Ethnographic research 
A) ​Sales forecasting 
B) ​Data mining 
C) ​Exploratory research 
D) ​Ethnographic research

Question 4

A group of people chosen from a defined population to be survey respondents or research participants is called a:

Accepted Answer

A) population. 
B) segment. 
C) sample. 
D) community. 
A) population. 
B) segment. 
C) sample. 
D) community.

Question 5

Solaris works for a beverage company in the western part of the United States.Solaris's superiors ask him to chart the competitive environment as well as market trends on a quarterly basis,and to forecast the company's sales.Because he produces this information once every few months,Solaris generally considers only short-term future sales.Starting with the employees on the sales floor at the company's distribution centers,Solaris and his team gather sales projections and then work their way upward to middle and top-level management,asking the respondents to estimate sales.Solaris is then able to determine the sales forecast on the basis of this aggregate information.​ Which of the following forecasting techniques is Solaris implementing?​

Accepted Answer

A) ​Delphi technique 
B) ​sales force composite 
C) ​exponential smoothing 
D) ​jury of executive opinion 
E) ​survey of buyer intentions 
A) ​Delphi technique 
B) ​sales force composite 
C) ​exponential smoothing 
D) ​jury of executive opinion 
E) ​survey of buyer intentions

Question 6

What has been the impact of big data on gathering information?

Accepted Answer

A) It has increased the cost of data collection. 
B) It has had little effect on marketing research data. 
C) It has blurred how data is classified as secondary or primary. 
D) It has slowed the data collection process. 
A) It has increased the cost of data collection. 
B) It has had little effect on marketing research data. 
C) It has blurred how data is classified as secondary or primary. 
D) It has slowed the data collection process.

Question 7

Which of the following serves as a source of internal data for a firm involved in marketing research?

Accepted Answer

A) Syndicated service firm reports 
B) Marketing cost analysis 
C) Census data 
D) Business and trade magazines 
A) Syndicated service firm reports 
B) Marketing cost analysis 
C) Census data 
D) Business and trade magazines

Question 8

A marketing research firm can provide technical assistance and expertise not available within the contracting firm.

Accepted Answer

A) True 
 B)False

Question 9

Match each item with the correct statement below.
-A(n)_____ is a basic type of probability sample in which every individual in the relevant universe has an equal opportunity of being selected.

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 10

_____ is a marketing research technique that involves introducing a new product in a specific area and then measuring its degree of success.

Accepted Answer

A) Trend analysis 
B) Concept testing 
C) Test marketing 
D) Exponential smoothing 
A) Trend analysis 
B) Concept testing 
C) Test marketing 
D) Exponential smoothing

Question 11

Which of the following statements is true regarding online surveys?

Accepted Answer

A) It allows researchers to establish rapport with the respondents and explain confusing or vague questions. 
B) It allows participants to respond at their leisure. 
C) It is a highly time consuming method. 
D) It is more intrusive than telephone surveys. 
A) It allows researchers to establish rapport with the respondents and explain confusing or vague questions. 
B) It allows participants to respond at their leisure. 
C) It is a highly time consuming method. 
D) It is more intrusive than telephone surveys.

Question 12

Match each item with the correct statement below.
-A(n)_____ is a component of an MIS that links a decision maker with relevant databases and analysis tools.

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

The interviews conducted during exploratory research with informed people outside the firm are termed as formal investigations.

Accepted Answer

A) True 
 B)False

Question 14

A probability sample relies on personal judgement somewhere in the selection process.

Accepted Answer

A) True 
 B)False

Question 15

Michael is a marketer who conducts research for small startups.He has been consulting for an agency that is having trouble managing data about various marketing mix variables,sales,and consumer distribution across the United States.The head of the company wants to be able to access information quickly and easily. Which of the following should Michael suggest that the startup use to organize its information?​

Accepted Answer

A) ​data mining 
B) ​business intelligence 
C) ​competitive intelligence 
D) ​marketing information system 
E) ​marketing decision support system 
A) ​data mining 
B) ​business intelligence 
C) ​competitive intelligence 
D) ​marketing information system 
E) ​marketing decision support system

Question 16

"On the street" interviews conducted by a broadcaster with anyone who passes by are examples of _____ sampling.

Accepted Answer

A) media 
B) convenience 
C) cluster 
D) stratified 
A) media 
B) convenience 
C) cluster 
D) stratified

Question 17

Online surveys are less intrusive than telephone surveys and allow participants to respond at their leisure.

Accepted Answer

A) True 
 B)False

Question 18

Describe the different sources of internal data within firms.

Accepted Answer

The sources of internal data within a fi

Question 19

With the increased use of big data,marketing research reports should be:

Accepted Answer

A) directed to other researchers. 
B) directed to company management. 
C) filled with details of research methods. 
D) written in technical terms. 
A) directed to other researchers. 
B) directed to company management. 
C) filled with details of research methods. 
D) written in technical terms.

Question 20

​Gennaro Research is a ______ research supplier and recently completed research for Norwalk Chemical.Gennaro Research was considered the "marketing research arm" of Norwalk Chemical and performed all of the steps in the marketing research process.

Accepted Answer

A) ​full-service 
B) ​limited-service 
C) ​boutique 
D) ​syndicated 
A) ​full-service 
B) ​limited-service 
C) ​boutique 
D) ​syndicated

Typical sources of internal company data are sales records,financial statements,and marketing cost analyses.

Match each item with the correct statement below. -A(n)_____ is a small group of individuals brought together to discuss a specific topic.

_____ is the process of searching through computerized information files to detect patterns that guide decision making.

A group of people chosen from a defined population to be survey respondents or research participants is called a:

What has been the impact of big data on gathering information?

Which of the following serves as a source of internal data for a firm involved in marketing research?

A marketing research firm can provide technical assistance and expertise not available within the contracting firm.

Match each item with the correct statement below. -A(n)_____ is a basic type of probability sample in which every individual in the relevant universe has an equal opportunity of being selected.

_____ is a marketing research technique that involves introducing a new product in a specific area and then measuring its degree of success.

Which of the following statements is true regarding online surveys?

Match each item with the correct statement below. -A(n)_____ is a component of an MIS that links a decision maker with relevant databases and analysis tools.

The interviews conducted during exploratory research with informed people outside the firm are termed as formal investigations.

A probability sample relies on personal judgement somewhere in the selection process.

"On the street" interviews conducted by a broadcaster with anyone who passes by are examples of _____ sampling.

Online surveys are less intrusive than telephone surveys and allow participants to respond at their leisure.

Describe the different sources of internal data within firms.

With the increased use of big data,marketing research reports should be:

Gennaro Research is a ______ research supplier and recently completed research for Norwalk Chemical.Gennaro Research was considered the "marketing research arm" of Norwalk Chemical and performed all of the steps in the marketing research process.

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

Typical sources of internal company data are sales records,financial statements,and marketing cost analyses.

Match each item with the correct statement below. -A(n)_____ is a small group of individuals brought together to discuss a specific topic.

_____ is the process of searching through computerized information files to detect patterns that guide decision making.

A group of people chosen from a defined population to be survey respondents or research participants is called a:

What has been the impact of big data on gathering information?

Which of the following serves as a source of internal data for a firm involved in marketing research?

A marketing research firm can provide technical assistance and expertise not available within the contracting firm.

Match each item with the correct statement below. -A(n)_____ is a basic type of probability sample in which every individual in the relevant universe has an equal opportunity of being selected.

_____ is a marketing research technique that involves introducing a new product in a specific area and then measuring its degree of success.

Which of the following statements is true regarding online surveys?

Match each item with the correct statement below. -A(n)_____ is a component of an MIS that links a decision maker with relevant databases and analysis tools.

The interviews conducted during exploratory research with informed people outside the firm are termed as formal investigations.

A probability sample relies on personal judgement somewhere in the selection process.

"On the street" interviews conducted by a broadcaster with anyone who passes by are examples of _____ sampling.

Online surveys are less intrusive than telephone surveys and allow participants to respond at their leisure.

Describe the different sources of internal data within firms.

With the increased use of big data,marketing research reports should be:

​Gennaro Research is a ______ research supplier and recently completed research for Norwalk Chemical.Gennaro Research was considered the "marketing research arm" of Norwalk Chemical and performed all of the steps in the marketing research process.

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

Gennaro Research is a ______ research supplier and recently completed research for Norwalk Chemical.Gennaro Research was considered the "marketing research arm" of Norwalk Chemical and performed all of the steps in the marketing research process.