Question 1

How can researchers and managers arrive at the best interpretation of research findings?

Accepted Answer

The answer of How can researchers and managers arrive at...

Question 2

Most major companies have now appointed a chief privacy officer (CPO), whose job is to safeguard the privacy of the companies in the international business environment.

Accepted Answer

A) True 
 B)False

Question 3

While creating research questionnaires, researchers must particularly AVOID the use of ________.

Accepted Answer

A)  biased phrasing 
B)  simple language 
C)  closed-end questions 
D)  logical question arrangement 
E)  open-ended questions

Question 4

Joe Kerry, owner of a small bakery, wants to obtain marketing insights to improve his business. Joe has a limited budget and would like to gather free secondary data. What is the best option for Joe?

Accepted Answer

A)  mail questionnaires 
B)  focus group interviews 
C)  Internet search engines 
D)  personal interviews 
E)  commercial online databases

Question 5

Describe the three decisions involved in designing a sample.

Accepted Answer

The answer of Describe the three decisions involved in designing...

Question 6

Which of the following types of research would be best suited for understanding the attitudes of consumers who buy a particular brand of soft drink?

Accepted Answer

A)  internal research 
B)  descriptive research 
C)  causal research 
D)  exploratory research 
E)  demographic research

Question 7

Which of the following refers to a marketing intelligence technique?

Accepted Answer

A)  interviewing customers randomly 
B)  increasing the annual budget for R&D 
C)  investing heavily in primary research 
D)  implementing product diversification 
E)  benchmarking competitors' products

Question 8

Marketing researchers can conduct their own searches of secondary data sources by using mail questionnaires and interviewing individuals.

Accepted Answer

A) True 
 B)False

Question 9

Consumers who mistrust marketing research are more likely to ________.

Accepted Answer

A)  consider marketing research initiatives as genuine endeavors aimed at heightening customer satisfaction 
B)  believe that marketers rarely use personal data to manipulate consumer behavior 
C)  believe that the misuse of research findings is highly unlikely 
D)  consider marketing research efforts, such as interviewing, intrusions on consumer privacy 
E)  feel positive about being personally interviewed by marketers

Question 10

Problems with internal databases include all of the following EXCEPT that ________.

Accepted Answer

A)  data ages quickly 
B)  the data is in the wrong form for making marketing decisions 
C)  managing and mining mountains of information requires sophisticated equipment 
D)  keeping a database current requires major effort 
E)  information can be accessed more cheaply

Question 11

What are the steps of the marketing research process? How do companies conduct research?

Accepted Answer

The answer of What are the steps of the marketing...

Question 12

A management information system assesses information needs, develops needed information, and helps decision makers use the information.

Accepted Answer

A) True 
 B)False

Question 13

Juanita Petino, a nutritionist, decided to test the effects of two breakfast cereals, Kinglo and Loopy, on different consumer groups. For the purpose of her study, she divided 20 volunteers into two groups and asked the members of one group to have Kinglo cereal and the members of the other group to have Loopy cereal for breakfast. She decided to compare the responses of the volunteers after a week to gain deeper insights into consumer attitude. In this instance, Juanita is using ________.

Accepted Answer

A)  niche marketing 
B)  experimental research 
C)  product differentiation 
D)  ethnographic research 
E)  viral marketing

Question 14

________ involves gathering primary data by closely examining relevant people, actions, and situations.

Accepted Answer

A)  Observational research 
B)  Survey research 
C)  Telephone interviewing 
D)  Causal research 
E)  Group interviewing

Question 15

Marketers can obtain information from internal data and from competitive marketing intelligence. Compare and contrast the two sources of information.

Accepted Answer

The answer of Marketers can obtain information from internal data...

Question 16

Which of the following refers to a probability sample in which the population is divided into mutually exclusive groups (such as blocks), and the researcher draws a sample of the groups to interview?

Accepted Answer

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

Question 17

Which of the following questions is an example of a closed-end question?

Accepted Answer

A)  Why do you think some people are more comfortable taking risks than others? 
B)  How can I improve my presentation skills? 
C)  Why do you think a single vote makes a difference? 
D)  Would you like to try our new ice cream flavor? 
E)  What is the best way to prevent weeds in a garden?

Question 18

Describe the major contact methods used to collect information from respondents in market research.

Accepted Answer

The answer of Describe the major contact methods used to...

Question 19

What is observational research and when is it used?

Accepted Answer

The answer of What is observational research and when is...

Question 20

Which of the following is a disadvantage of using secondary data?

Accepted Answer

A)  Secondary data is generally not appropriate for consumer products. 
B)  Collecting secondary data is time consuming. 
C)  Few sources exist for secondary data. 
D)  Gathering secondary data is costly. 
E)  Relevant secondary data can be difficult to locate.

Exam 4: Managing Marketing Information to Gain Customer Insights

How can researchers and managers arrive at the best interpretation of research findings?

Most major companies have now appointed a chief privacy officer (CPO), whose job is to safeguard the privacy of the companies in the international business environment.

While creating research questionnaires, researchers must particularly AVOID the use of ________.

Joe Kerry, owner of a small bakery, wants to obtain marketing insights to improve his business. Joe has a limited budget and would like to gather free secondary data. What is the best option for Joe?

Describe the three decisions involved in designing a sample.

Which of the following types of research would be best suited for understanding the attitudes of consumers who buy a particular brand of soft drink?

Which of the following refers to a marketing intelligence technique?

Marketing researchers can conduct their own searches of secondary data sources by using mail questionnaires and interviewing individuals.

Consumers who mistrust marketing research are more likely to ________.

Problems with internal databases include all of the following EXCEPT that ________.

What are the steps of the marketing research process? How do companies conduct research?

A management information system assesses information needs, develops needed information, and helps decision makers use the information.

________ involves gathering primary data by closely examining relevant people, actions, and situations.

Marketers can obtain information from internal data and from competitive marketing intelligence. Compare and contrast the two sources of information.

Which of the following refers to a probability sample in which the population is divided into mutually exclusive groups (such as blocks) , and the researcher draws a sample of the groups to interview?

Which of the following questions is an example of a closed-end question?

Describe the major contact methods used to collect information from respondents in market research.

What is observational research and when is it used?

Which of the following is a disadvantage of using secondary data?