Question 1

The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses.

Accepted Answer

A) descriptive 
B) exploratory 
C) causal 
D) qualitative 
E) descriptive and exploratory

Question 2

Studies involving a lot of people and utilising statistical tools and techniques are known as ________ research.

Accepted Answer

The answer of Studies involving a lot of people and...

Question 3

The marketing information system can serve ________.

Accepted Answer

A) the company's marketing managers 
B) suppliers 
C) resellers 
D) marketing services agencies 
E) All of the above.

Question 4

Briefly explain the difference between predictive analytics and forecasting.

Accepted Answer

The answer of Briefly explain the difference between predictive analytics...

Question 5

Typically,customer information is buried deep in separate databases,plans and records of many different company functions and departments.To overcome such problems,which of the following should you try?

Accepted Answer

A) customer satisfaction measurement 
B) more sophisticated software 
C) customer relationship management 
D) a marketing information system 
E) decreased marketing intelligence

Question 6

A marketing research agency is organising marketing research in Central American countries for a large Australian corporation that is interested in expanding into these markets.The survey it is using was written in English and then translated into Spanish for response by Spanish-speaking respondents.Which of the following is it most important for the agency to do before administering this questionnaire to a sample of the market?

Accepted Answer

A) Make sure that the survey includes both open-end and closed-end questions. 
B) Decide whether to focus on primary or secondary data. 
C) Determine which type of research instrument to use. 
D) Have the questionnaire translated back into English to check for accuracy. 
E) Determine whether to focus on descriptive or causal objectives.

Question 7

Which of the following is NOT a disadvantage of telephone interviews?

Accepted Answer

A) They are more expensive to conduct than mail questionnaires. 
B) Interviewer bias is introduced. 
C) Respondents may be unwilling to answer personal questions. 
D) Interviewers may explain or probe more deeply on some questions. 
E) Potential respondents may refuse to participate.

Question 8

Studies involving a small number of individuals,such as focus groups or in-depth one-on-one interviews,are known as ________ research.

Accepted Answer

The answer of Studies involving a small number of individuals,such...

Question 9

AMF Research Group must guard against problems during the implementation phase of marketing research for its clients.Which of the following is NOT a problem that should be anticipated during this phase?

Accepted Answer

A) ensuring the accuracy of the collected data 
B) respondents who give biased answers 
C) interviewers who make mistakes or take shortcuts 
D) interpreting and reporting the findings 
E) ensuring the completeness of the collected data

Question 10

Why is it important for the statement of the problem and the research objectives to guide the entire research process?

Accepted Answer

The answer of Why is it important for the statement...

Question 11

The real value of a company's marketing research and information system lies in how it is used-in the ________.

Accepted Answer

A) amount of data it generates 
B) variety of contact methods it uses 
C) efficiency with which it completes studies 
D) customer insights it provides 
E) marketing information system it follows

Question 12

Ethnographic research ________.

Accepted Answer

A) comes from traditional focus groups 
B) is gathered from people in their 'natural habitat' 
C) provides secondary data 
D) is most popular in the service sector 
E) provides data to marketers when observation is impossible

Question 13

You are about to test the hypothesis that sales of your product will increase at a very similar rate at either a $5 drop in unit price or a $7 drop in unit price.You are involved in what type of research?

Accepted Answer

A) exploratory 
B) descriptive 
C) causal 
D) focus group 
E) ethnographic

Question 14

According to your text,what are two current major public policy and ethical issues in marketing research?

Accepted Answer

A) child pornography and identifying sampling methods 
B) intrusions on consumer privacy and misuse of research findings 
C) misuse of research findings and locating valuable secondary data 
D) selling of personal information to other firms and online secondary data 
E) ethnography and the misinterpretation of it

Question 15

In the digital age,information is plentiful and cheap.Explain why it is more important than ever for managers to have high quality information and turn it into deep customer insights.

Accepted Answer

The answer of In the digital age,information is plentiful and...

Question 16

Ideally,a sample should be representative so that the researcher can make accurate estimates of the thoughts and behaviours of the larger population.

Accepted Answer

A) True 
 B)False

Question 17

A customer service agent for a national car rental business has access to the company's intranet,which provides performance reports,shared work documents,contact information and detailed information about customers.Which of the following is this access most likely to enable him to do,during interactions with customers?

Accepted Answer

A) analyse primary data 
B) use data mining techniques 
C) share information with value-network members 
D) reward customer loyalty with an upgrade or discount 
E) evaluate marketing intelligence

Question 18

Which of the following is used to pull information from data and use it to generate predictions for individual customers?

Accepted Answer

A) Online focus groups 
B) Netnographic research 
C) Marketing analytics 
D) Primary data 
E) Predictive analytics

Question 19

Customer data is at the heart of predicative analytics.

Accepted Answer