Question 1

Experimental research is a form of ethnographic research.

Accepted Answer

A) True 
 B)False  False

Question 2

Explain the steps involved in the marketing research process.

Accepted Answer

The marketing research process involves four steps: defining the problem and research objectives,developing the plan,implementing the plan,and interpreting and reporting the findings.Managers must know what is wrong in order to define the problem.Research objectives may be reached through exploratory,descriptive,or causal research.Once researchers have defined the research problem and objectives,they must determine the exact information needed and develop a plan for gathering it efficiently.The research plan should be presented in a written proposal and must include the cost for the research.Once this is done,secondary and primary data is collected and compiled.Then,the data is interpreted to draw conclusions,and finally reported to management.

Question 3

The marketing manager of Appeal Inc.has noticed a sharp decrease in sales over the last two months.The manager decides to conduct marketing research to identify potential causes for the drop in sales.Which of the following should the manager do first?

Accepted Answer

A)  develop a research plan 
B)  determine a research approach 
C)  define the problem and objectives 
D)  select a research agency to collect data 
E)  conduct exploratory and descriptive research 
A)  develop a research plan 
B)  determine a research approach 
C)  define the problem and objectives 
D)  select a research agency to collect data 
E)  conduct exploratory and descriptive research C

Question 4

What is the last step in the marketing research process?

Accepted Answer

A)  developing a research plan 
B)  determining a research approach 
C)  interpreting the findings 
D)  gathering internal data 
E)  using behavioral targeting 
A)  developing a research plan 
B)  determining a research approach 
C)  interpreting the findings 
D)  gathering internal data 
E)  using behavioral targeting

Question 5

What is customer relationship management (CRM)? What are the functions of CRM? How do firms benefit from CRM systems?

Accepted Answer

Most companies are awash in information

Question 6

Differentiate between the three types of marketing research objectives: exploratory research,descriptive research,and causal research.

Accepted Answer

A marketing research project might have

Question 7

In most marketing research projects,what type of research is conducted first?

Accepted Answer

A)  causal 
B)  descriptive 
C)  remedial 
D)  corrective 
E)  exploratory 
A)  causal 
B)  descriptive 
C)  remedial 
D)  corrective 
E)  exploratory

Question 8

A company that sells personal care products sends a trained observer to watch potential buyers in their natural environments.This is an example of ________ research.

Accepted Answer

A)  quantitative 
B)  online 
C)  ethnographic 
D)  experimental 
E)  archival 
A)  quantitative 
B)  online 
C)  ethnographic 
D)  experimental 
E)  archival

Question 9

A(n)________ is best suited for exploratory research.

Accepted Answer

A)  mail survey 
B)  questionnaire 
C)  observation 
D)  online survey 
E)  focus group 
A)  mail survey 
B)  questionnaire 
C)  observation 
D)  online survey 
E)  focus group

Question 10

In a convenience sample,a researcher selects the easiest population members from whom to obtain information.

Accepted Answer

A) True 
 B)False

Question 11

CRM analysts develop data warehouses and use sophisticated data mining techniques to unearth patterns in customer data.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is true about customer relationship management (CRM)?

Accepted Answer

A)  It eliminates the need for primary research. 
B)  It minimizes the need for costly data mining. 
C)  It relies on the use of exploratory and causal research. 
D)  It consists of sophisticated software and analytical tools. 
E)  It excludes data on existing customers to focus on potential customers. 
A)  It eliminates the need for primary research. 
B)  It minimizes the need for costly data mining. 
C)  It relies on the use of exploratory and causal research. 
D)  It consists of sophisticated software and analytical tools. 
E)  It excludes data on existing customers to focus on potential customers.

Question 13

The objective of exploratory research is to test hypotheses about cause-and-effect relationships.

Accepted Answer

A) True 
 B)False

Question 14

A firm uses a small convenience sample to gather data on customer reactions.It invites a small group of customers for lunch and asks them to share what they think about the products they have purchased from the firm.This is an example of ________.

Accepted Answer

A)  informal surveys 
B)  experimental research 
C)  neuromarketing 
D)  direct marketing 
E)  data mining 
A)  informal surveys 
B)  experimental research 
C)  neuromarketing 
D)  direct marketing 
E)  data mining

Question 15

A major advantage of a mail survey is that it ________.

Accepted Answer

A)  provides significant flexibility 
B)  offers strong sample control 
C)  generates high response rates 
D)  eliminates interviewer bias 
E)  can be completed quickly 
A)  provides significant flexibility 
B)  offers strong sample control 
C)  generates high response rates 
D)  eliminates interviewer bias 
E)  can be completed quickly

Question 16

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

Accepted Answer

A)  Test marketing 
B)  Marketing research 
C)  Commercialization 
D)  Integrated marketing 
E)  Exclusive distribution 
A)  Test marketing 
B)  Marketing research 
C)  Commercialization 
D)  Integrated marketing 
E)  Exclusive distribution

Question 17

Keeping the database current requires dedicated resources because data ages quickly.

Accepted Answer

A) True 
 B)False

Question 18

Customer needs and buying motives are usually overtly evident to marketers.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is true of focus group discussions?

Accepted Answer

A)  They usually employ large samples. 
B)  Consumers' facial expressions are hidden. 
C)  Results can be easily generalized to an entire population. 
D)  The quantitative data can be evaluated quickly and economically. 
E)  Consumers are not always honest and open about their opinions. 
A)  They usually employ large samples. 
B)  Consumers' facial expressions are hidden. 
C)  Results can be easily generalized to an entire population. 
D)  The quantitative data can be evaluated quickly and economically. 
E)  Consumers are not always honest and open about their opinions.

Question 20

The Internet is especially well suited to qualitative research.

Accepted Answer

A) True 
 B)False

Experimental research is a form of ethnographic research.

Explain the steps involved in the marketing research process.

The marketing manager of Appeal Inc.has noticed a sharp decrease in sales over the last two months.The manager decides to conduct marketing research to identify potential causes for the drop in sales.Which of the following should the manager do first?

What is the last step in the marketing research process?

What is customer relationship management (CRM)? What are the functions of CRM? How do firms benefit from CRM systems?

Differentiate between the three types of marketing research objectives: exploratory research,descriptive research,and causal research.

In most marketing research projects,what type of research is conducted first?

A company that sells personal care products sends a trained observer to watch potential buyers in their natural environments.This is an example of ________ research.

A(n)________ is best suited for exploratory research.

In a convenience sample,a researcher selects the easiest population members from whom to obtain information.

CRM analysts develop data warehouses and use sophisticated data mining techniques to unearth patterns in customer data.

Which of the following is true about customer relationship management (CRM)?

The objective of exploratory research is to test hypotheses about cause-and-effect relationships.

A firm uses a small convenience sample to gather data on customer reactions.It invites a small group of customers for lunch and asks them to share what they think about the products they have purchased from the firm.This is an example of ________.

A major advantage of a mail survey is that it ________.

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

Keeping the database current requires dedicated resources because data ages quickly.

Customer needs and buying motives are usually overtly evident to marketers.

Which of the following is true of focus group discussions?

The Internet is especially well suited to qualitative research.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Understanding Consumer 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

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Social Responsibility and Ethics

Filters

Exam 4: Managing Marketing Information to Gain Customer Insights

Experimental research is a form of ethnographic research.

Explain the steps involved in the marketing research process.

The marketing manager of Appeal Inc.has noticed a sharp decrease in sales over the last two months.The manager decides to conduct marketing research to identify potential causes for the drop in sales.Which of the following should the manager do first?

What is the last step in the marketing research process?

What is customer relationship management (CRM)? What are the functions of CRM? How do firms benefit from CRM systems?

Differentiate between the three types of marketing research objectives: exploratory research,descriptive research,and causal research.

In most marketing research projects,what type of research is conducted first?

A company that sells personal care products sends a trained observer to watch potential buyers in their natural environments.This is an example of ________ research.

A(n)________ is best suited for exploratory research.

In a convenience sample,a researcher selects the easiest population members from whom to obtain information.

CRM analysts develop data warehouses and use sophisticated data mining techniques to unearth patterns in customer data.

Which of the following is true about customer relationship management (CRM)?

The objective of exploratory research is to test hypotheses about cause-and-effect relationships.

A firm uses a small convenience sample to gather data on customer reactions.It invites a small group of customers for lunch and asks them to share what they think about the products they have purchased from the firm.This is an example of ________.

A major advantage of a mail survey is that it ________.

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

Keeping the database current requires dedicated resources because data ages quickly.

Customer needs and buying motives are usually overtly evident to marketers.

Which of the following is true of focus group discussions?

The Internet is especially well suited to qualitative research.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Understanding Consumer 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

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Social Responsibility and Ethics

Filters