Question 1

What is the purpose of marketing analytics?

Accepted Answer

A)   to obtain secondary data and integrate it with primary data
B)   to gather and integrate data in a central, accessible location
C)   to interpret the data obtained
D)   to prevent the theft of customer data
E)   to identify and discard outdated data C

Question 2

Which of the following is the final step of the marketing research process?

Accepted Answer

A)   developing the research plan
B)   implementing the research plan
C)   interpreting and reporting the findings
D)   selecting a research agency
E)   defining the research objectives C

Question 3

Beth Williams works for a marketing research company in Chicago. Her current research involves finding the market potential for a client's new line of sports apparel. Given her objective, which of the following types of research is the most suitable for Beth?

Accepted Answer

A)   causal research
B)   constructive research
C)   statistical research
D)   descriptive research
E)   exploratory research D

Question 4

The marketing department of a reputable firm wants to improve strategic decision making, track the actions of other players in the market, and provide early warning of opportunities and threats. Which of the following would help the firm achieve its objectives?

Accepted Answer

A)   ethnographic research
B)   strategic planning
C)   data warehousing
D)   competitive marketing intelligence
E)   customer relationship management

Question 5

Why do some consumers resent marketing research?

Accepted Answer

The answer of Why do some consumers resent marketing research?...

Question 6

The first question in a questionnaire should be intentionally difficult and complicated in order to weed out uninterested respondents.

Accepted Answer

A) True 
 B)False

Question 7

Loft Industries sells roof trusses to contractors and builders and is currently looking for honest feedback on its services. However, in the past, most of its efforts to procure feedback from customers did not yield any meaningful data. According to the marketing managers of Loft Industries, feedback was more polite than honest. Which of the following contact methods should Loft Industries most likely use to maximize its chances of receiving honest and impersonal feedback?

Accepted Answer

A)   online focus groups
B)   telephone interviews
C)   mail questionnaires
D)   group interviews
E)   personal interviews

Question 8

Which of the following is true with regard to problems faced by international researchers?

Accepted Answer

A)   Translation of questionnaires increases research costs and risks of error.
B)   Erratic purchasing patterns limit data reliability and validity.
C)   More often than not, cultural differences enrich research findings.
D)   Diverse markets always yield conflicting data.
E)   The primary data obtained by international researchers are almost always error prone.

Question 9

Firms use competitive marketing intelligence to ________.

Accepted Answer

A)   create and sustain market monopolies
B)   counter the adverse effects of organizational anarchy
C)   perpetuate organizational learning
D)   gain early warnings of competitor moves and strategies
E)   strengthen weak ties with industry competitors

Question 10

Internal databases usually can be accessed more quickly and cheaply than other information sources.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following refers to a nonprobability sample in which the researcher selects the easiest population members from which to obtain information?

Accepted Answer

A)   quota sample
B)   judgment sample
C)   convenience sample
D)   stratified random sample
E)   simple random sample

Question 12

For international researchers, ________ is the most obvious obstacle.

Accepted Answer

A)   language
B)   technology
C)   infrastructure
D)   motivation
E)   political risk

Question 13

Melissa Thomas leads the marketing research division at Tronics Inc., a manufacturing company based in Alabama. To improve future sales of the company's products, she has decided to collect customer opinions and feedback on the current products offered by her company. For this purpose, Melissa is looking for a highly flexible contact method that can be used to gather large amounts of data within the least possible time. In this instance, which of the following contact methods is most likely to hold the highest appeal for Melissa?

Accepted Answer

A)   online surveys
B)   in-depth interviews
C)   telephone interviews
D)   individual interviews
E)   mail questionnaires

Question 14

Which of the following is a disadvantage of online focus groups?

Accepted Answer

A)   Responses are not instantaneous.
B)   Controlling the online sample is difficult.
C)   Results take a long time to tabulate and analyze.
D)   Facility, technology, and travel costs are very high.
E)   Researchers are unable to view the sessions in real-time.

Question 15

Which of the following refers to a nonprobability sample in which the researcher uses his or her evaluation techniques to select population members who are good prospects for accurate information?

Accepted Answer

A)   quota sample
B)   judgment sample
C)   convenience sample
D)   stratified random sample
E)   simple random sample

Question 16

Customer touch points include customer purchases, satisfaction surveys, credit and payment interactions, sales force contacts, and service and support calls.

Accepted Answer

A) True 
 B)False

Question 17

Identify three ways that companies can collect secondary data.

Accepted Answer

The answer of Identify three ways that companies can collect...

Question 18

Refer to the scenario below to answer the following question(s).
Jason West, owner of A1 Cleaning, started his enterprise in 2001. Jason's primary focus had been on office cleaning for large corporations. But in recent months, Jason has seen a decline in demand for his office cleaning services. Surprisingly, the competitive environment appeared relatively stable with no new competitors. However, Jason knew that office cleaning was a high-frequency service that is usually performed daily; therefore, competitors must have been doing something to attract his customers. Building a competitive advantage seemed to be the only option to offset competition. But as Jason pondered over his dilemma, he realized that prior to building his competitive advantage he needed to better understand how customers assessed service quality and what they look for in a superior cleaning service.
Jason developed a research plan. First, he gathered information about his competitors, primarily through pamphlets and Web sites, as well as through a few phone calls in order to find out exactly what the competitors offered in their cleaning packages. In addition, Jason obtained from the Chamber of Commerce an updated list of local corporations. He planned on sending written questionnaires to them.
Though the list of corporations contained 141 local company names, Jason chose to survey 75 of them. To better understand customer service expectations between both small and large corporations, Jason divided his surveys into two categories. The survey questions were designed to extract specific data from respondents with regard to service quality expectations in correlation to service frequency and price.
Jason awaited the results. Though his primary focus had been on large corporations, he was flexible and would aim his efforts differently if needed.
-Of the 141 companies on the list, Jason chose to survey only 75 of them. He sent surveys to both small as well as large companies. If Jason selected survey recipients randomly from two mutually exclusive groups comprised of small and large companies respectively, he most likely used a ________.

Accepted Answer

A)   simple random sample
B)   judgment sample
C)   convenience sample
D)   stratified random sample
E)   quota sample

Question 19

Which of the following is true about Internet-based survey research?

Accepted Answer

A)   The effectiveness of Internet-based survey research is invariably affected by the interviewer's bias.
B)   Internet-based survey research is less flexible compared to mail questionnaires.
C)   Internet-based survey research is characterized by high speed and low costs.
D)   Typically, the quantity of data gathered in Internet-based survey research is low.
E)   The response rate of Internet-based survey research is lower than that of mail questionnaires.

Question 20

For international researchers, language is a primary obstacle.

Accepted Answer

A) True 
 B)False

Exam 4: Managing Marketing Information to Gain Customer Insights

What is the purpose of marketing analytics?

Which of the following is the final step of the marketing research process?

Beth Williams works for a marketing research company in Chicago. Her current research involves finding the market potential for a client's new line of sports apparel. Given her objective, which of the following types of research is the most suitable for Beth?

The marketing department of a reputable firm wants to improve strategic decision making, track the actions of other players in the market, and provide early warning of opportunities and threats. Which of the following would help the firm achieve its objectives?

Why do some consumers resent marketing research?

The first question in a questionnaire should be intentionally difficult and complicated in order to weed out uninterested respondents.

Which of the following is true with regard to problems faced by international researchers?

Firms use competitive marketing intelligence to ________.

Internal databases usually can be accessed more quickly and cheaply than other information sources.

Which of the following refers to a nonprobability sample in which the researcher selects the easiest population members from which to obtain information?

For international researchers, ________ is the most obvious obstacle.

Which of the following is a disadvantage of online focus groups?

Which of the following refers to a nonprobability sample in which the researcher uses his or her evaluation techniques to select population members who are good prospects for accurate information?

Customer touch points include customer purchases, satisfaction surveys, credit and payment interactions, sales force contacts, and service and support calls.

Identify three ways that companies can collect secondary data.

Which of the following is true about Internet-based survey research?

For international researchers, language is a primary obstacle.