Question 1

Which of the following is true with regard to gathering secondary data?

Accepted Answer

A)  Gathering secondary data involves costly fees to government agencies. 
B)  Commercial online databases contain primary rather than secondary data. 
C)  Internet search engines can be useful sources of relevant secondary data. 
D)  It is illegal for firms to purchase secondary data from outside suppliers. 
E)  Secondary data eliminates the need for primary data in most cases. 
A)  Gathering secondary data involves costly fees to government agencies. 
B)  Commercial online databases contain primary rather than secondary data. 
C)  Internet search engines can be useful sources of relevant secondary data. 
D)  It is illegal for firms to purchase secondary data from outside suppliers. 
E)  Secondary data eliminates the need for primary data in most cases. C

Question 2

The most obvious advantages that Internet-based survey research offers over mail and personal interviewing approaches are high speed and low costs.

Accepted Answer

A) True 
 B)False  True

Question 3

Happy Pets, a company manufacturing pet foods and accessories, created a membership club for its regular customers called "I Love My Pet." This group consists of animal lovers selected by the company to complete product-related polls, chat with product developers, and provide feedback about specific products. Which of the following best describes "I Love My Pet"?

Accepted Answer

A)  primary group 
B)  immersion group 
C)  mob 
D)  dyad 
E)  triad 
A)  primary group 
B)  immersion group 
C)  mob 
D)  dyad 
E)  triad B

Question 4

Ralph Goldsmith works for Zenith Inc., a leading cosmetic company based in Illinois. At Zenith, Ralph's primary responsibility revolves around digging deeply into customer data to gain valuable insights about customer needs, motives, and attitudes. This data is, in turn, used by Zenith to personalize its customers' shopping experiences. Ralph's position at Zenith requires him to focus primarily on ________.

Accepted Answer

A)  customer sales 
B)  human resource management 
C)  risk assessment 
D)  financial analysis 
E)  customer relationship management 
A)  customer sales 
B)  human resource management 
C)  risk assessment 
D)  financial analysis 
E)  customer relationship management

Question 5

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 6

A successful CRM program is expected to help a company achieve all of the following EXCEPT ________.

Accepted Answer

A)  provide higher levels of customer service 
B)  develop deeper customer relationships 
C)  create offers tailored to meet specific customer requirements 
D)  understand the competition better 
E)  pin-point high-value customers and cross-sell products 
A)  provide higher levels of customer service 
B)  develop deeper customer relationships 
C)  create offers tailored to meet specific customer requirements 
D)  understand the competition better 
E)  pin-point high-value customers and cross-sell products

Question 7

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

Question 8

A company sent a trained observer to watch and interact with consumers in their natural environments in order to gain deeper insights on consumer needs. This is an example of ________.

Accepted Answer

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

Question 9

Identify three ways that companies can collect secondary data.

Accepted Answer

Companies can buy secondary data from ou

Question 10

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. 
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 11

________ refers to gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.

Accepted Answer

A)  Experimental research 
B)  Constructive research 
C)  Observational research 
D)  Survey research 
E)  Descriptive research 
A)  Experimental research 
B)  Constructive research 
C)  Observational research 
D)  Survey research 
E)  Descriptive research

Question 12

Why is it important for managers to define the problem and establish research objectives?

Accepted Answer

The statement of the problem and researc

Question 13

Which of the following is a valid source of secondary data?

Accepted Answer

A)  personal letters and correspondence 
B)  Internet search engines 
C)  ethnographic research 
D)  direct surveys 
E)  interviews 
A)  personal letters and correspondence 
B)  Internet search engines 
C)  ethnographic research 
D)  direct surveys 
E)  interviews

Question 14

An obvious disadvantage of using customer relationship management is its ineffectiveness in pinpointing high-value customers.

Accepted Answer

A) True 
 B)False

Question 15

Personal interviews can be used to collect large amounts of information at a low cost per respondent.

Accepted Answer

A) True 
 B)False

Question 16

Secondary data consist of ________.

Accepted Answer

A)  information collected for the specific purpose at hand 
B)  data that does not age 
C)  information that already exists somewhere, having been collected for another purpose 
D)  information collected from conducting personal, in-depth interviews 
E)  data that is unreliable and unsuitable for the purpose of making marketing decisions 
A)  information collected for the specific purpose at hand 
B)  data that does not age 
C)  information that already exists somewhere, having been collected for another purpose 
D)  information collected from conducting personal, in-depth interviews 
E)  data that is unreliable and unsuitable for the purpose of making marketing decisions

Question 17

________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

Accepted Answer

A)  Product marketing 
B)  Strategic planning 
C)  Marketing research 
D)  Market segmentation 
E)  Causal research 
A)  Product marketing 
B)  Strategic planning 
C)  Marketing research 
D)  Market segmentation 
E)  Causal research

Question 18

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

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

With the recent explosion of information technologies, ________.

Accepted Answer

A)  most marketing managers are overloaded with data and often overwhelmed by it 
B)  most marketing managers are concerned solely about the duplication of content 
C)  companies have ceased to feel the need for marketing information systems 
D)  companies have ceased to maintain internal databases 
E)  it has become more difficult and expensive to obtain primary data 
A)  most marketing managers are overloaded with data and often overwhelmed by it 
B)  most marketing managers are concerned solely about the duplication of content 
C)  companies have ceased to feel the need for marketing information systems 
D)  companies have ceased to maintain internal databases 
E)  it has become more difficult and expensive to obtain primary data

Which of the following is true with regard to gathering secondary data?

The most obvious advantages that Internet-based survey research offers over mail and personal interviewing approaches are high speed and low costs.

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.

A successful CRM program is expected to help a company achieve all of the following EXCEPT ________.

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?

A company sent a trained observer to watch and interact with consumers in their natural environments in order to gain deeper insights on consumer needs. This is an example of ________.

Identify three ways that companies can collect secondary data.

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

________ refers to gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.

Why is it important for managers to define the problem and establish research objectives?

Which of the following is a valid source of secondary data?

An obvious disadvantage of using customer relationship management is its ineffectiveness in pinpointing high-value customers.

Personal interviews can be used to collect large amounts of information at a low cost per respondent.

Secondary data consist of ________.

________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

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

With the recent explosion of information technologies, ________.

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Consumer Markets and Buyer Behavior

Business Markets and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

New Product Development and Product Life-Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Customers and Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Exam 4: Managing Marketing Information to Gain Customer Insights

Which of the following is true with regard to gathering secondary data?

The most obvious advantages that Internet-based survey research offers over mail and personal interviewing approaches are high speed and low costs.

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.

A successful CRM program is expected to help a company achieve all of the following EXCEPT ________.

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?

A company sent a trained observer to watch and interact with consumers in their natural environments in order to gain deeper insights on consumer needs. This is an example of ________.

Identify three ways that companies can collect secondary data.

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

________ refers to gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.

Why is it important for managers to define the problem and establish research objectives?

Which of the following is a valid source of secondary data?

An obvious disadvantage of using customer relationship management is its ineffectiveness in pinpointing high-value customers.

Personal interviews can be used to collect large amounts of information at a low cost per respondent.

Secondary data consist of ________.

________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

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

With the recent explosion of information technologies, ________.

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Consumer Markets and Buyer Behavior

Business Markets and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

New Product Development and Product Life-Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Customers and Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters