Question 1

Secondary data consist of information collected for the specific purpose at hand.

Accepted Answer

A) True 
 B)False

Question 2

Information collected from online databases on the Internet is an example of ________ data.

Accepted Answer

A)  primary 
B)  secondary 
C)  first-hand 
D)  experimental 
E)  ethnographic 
A)  primary 
B)  secondary 
C)  first-hand 
D)  experimental 
E)  ethnographic

Question 3

Which of the following would most likely use informal research methods to obtain marketing insights?

Accepted Answer

A)  multinational firms 
B)  pharmaceutical firms 
C)  brick-and-mortar companies 
D)  not-for-profit organizations 
E)  family-owned businesses 
A)  multinational firms 
B)  pharmaceutical firms 
C)  brick-and-mortar companies 
D)  not-for-profit organizations 
E)  family-owned businesses

Question 4

Which of the following is a structured method of online research where marketers require direct responses from customers?

Accepted Answer

A)  online behavioral targeting 
B)  social media tracking 
C)  online listening 
D)  online surveys 
E)  blog analysis 
A)  online behavioral targeting 
B)  social media tracking 
C)  online listening 
D)  online surveys 
E)  blog analysis

Question 5

The response rate in mail surveys is often very low.

Accepted Answer

A) True 
 B)False

Question 6

In CRM,________ is the technique that helps researchers sift through mounds of detailed customer information and dig out interesting findings about customers.

Accepted Answer

A)  value marketing 
B)  data mining 
C)  test marketing 
D)  neuromarketing 
E)  serial processing 
A)  value marketing 
B)  data mining 
C)  test marketing 
D)  neuromarketing 
E)  serial processing

Question 7

Hammond Corp.operates in the highly aggressive electronics market.The firm aims to obtain early warnings of opportunities and threats caused by the actions of other firms that are doing well in the industry.Which of the following sources would best serve Hammond's purpose?

Accepted Answer

A)  sales data from exclusive Hammond retailers 
B)  archival data on company performance 
C)  competitive marketing intelligence 
D)  research on demographics of its existing customers 
E)  internal survey on employee performance 
A)  sales data from exclusive Hammond retailers 
B)  archival data on company performance 
C)  competitive marketing intelligence 
D)  research on demographics of its existing customers 
E)  internal survey on employee performance

Question 8

In which of the following research methods does the sample size have little impact on costs?

Accepted Answer

A)  focus group interviews 
B)  personal interviews 
C)  mail surveys 
D)  Internet-based surveys 
E)  telephone surveys 
A)  focus group interviews 
B)  personal interviews 
C)  mail surveys 
D)  Internet-based surveys 
E)  telephone surveys

Question 9

Ethnographic research is ________.

Accepted Answer

A)  a standard analysis of publicly available information 
B)  conducted in settings where people live and work 
C)  an approach that provides only secondary data 
D)  most feasible when customers live in distant locations 
E)  used by marketers seeking quantitative data 
A)  a standard analysis of publicly available information 
B)  conducted in settings where people live and work 
C)  an approach that provides only secondary data 
D)  most feasible when customers live in distant locations 
E)  used by marketers seeking quantitative data

Question 10

Erica Jenson has a limited budget to conduct a market research.Which of the following research approaches would provide Erica with the most cost-effective way to reach a large number of respondents in a short period?

Accepted Answer

A)  telephone surveys 
B)  personal interviews 
C)  Internet-based surveys 
D)  mail surveys 
E)  focus group interviews 
A)  telephone surveys 
B)  personal interviews 
C)  Internet-based surveys 
D)  mail surveys 
E)  focus group interviews

Question 11

The questionnaire is the most common research instrument.

Accepted Answer

A) True 
 B)False

Question 12

Experimental research is best suited for gathering ________ information.

Accepted Answer

A)  exploratory 
B)  causal 
C)  ethnographic 
D)  interactive 
E)  descriptive 
A)  exploratory 
B)  causal 
C)  ethnographic 
D)  interactive 
E)  descriptive

Question 13

Which of the following contact methods is flexible,allows for explanation of difficult questions,and lends itself to demonstrating products?

Accepted Answer

A)  mail questionnaires 
B)  telephone interviews 
C)  individual interviews 
D)  online questionnaires 
E)  e-mail interviews 
A)  mail questionnaires 
B)  telephone interviews 
C)  individual interviews 
D)  online questionnaires 
E)  e-mail interviews

Question 14

Which of the following sources constitutes the internal database of a company?

Accepted Answer

A)  commercial online databases 
B)  conversations on social media 
C)  the company's sales records 
D)  reports sold by market research firms 
E)  the Web 
A)  commercial online databases 
B)  conversations on social media 
C)  the company's sales records 
D)  reports sold by market research firms 
E)  the Web

Question 15

How has the marketing research industry responded to the intrusion and privacy issues concerning consumer data?

Accepted Answer

The marketing research industry is consi

Question 16

Briefly compare the three different types of research approaches used for gathering primary data.

Accepted Answer

The three research approaches for gather

Question 17

When managers glean information from their company's accounting and sales records stored in the computer,they are using an internal database.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is true of competitive marketing intelligence?

Accepted Answer

A)  It can predict a firm's future but not the pattern of forces in the market. 
B)  It cannot be collected from internal sources of a firm such as employees and sales force. 
C)  It requires inside information from a competitors' internal database. 
D)  It can be obtained from information that is available in the public domain. 
E)  It can be obtained from online databases only through subscription and a fee. 
A)  It can predict a firm's future but not the pattern of forces in the market. 
B)  It cannot be collected from internal sources of a firm such as employees and sales force. 
C)  It requires inside information from a competitors' internal database. 
D)  It can be obtained from information that is available in the public domain. 
E)  It can be obtained from online databases only through subscription and a fee.

Question 19

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

Accepted Answer

A)  reporting the research findings 
B)  developing the research plan 
C)  implementing the research plan 
D)  defining the research problem 
E)  defining the research objectives 
A)  reporting the research findings 
B)  developing the research plan 
C)  implementing the research plan 
D)  defining the research problem 
E)  defining the research objectives

Question 20

Describe the components of a marketing information system (MIS),and list its three main functions.

Accepted Answer

A typical MIS consists of people,equipme

Secondary data consist of information collected for the specific purpose at hand.

Information collected from online databases on the Internet is an example of ________ data.

Which of the following would most likely use informal research methods to obtain marketing insights?

Which of the following is a structured method of online research where marketers require direct responses from customers?

The response rate in mail surveys is often very low.

In CRM,________ is the technique that helps researchers sift through mounds of detailed customer information and dig out interesting findings about customers.

Hammond Corp.operates in the highly aggressive electronics market.The firm aims to obtain early warnings of opportunities and threats caused by the actions of other firms that are doing well in the industry.Which of the following sources would best serve Hammond's purpose?

In which of the following research methods does the sample size have little impact on costs?

Ethnographic research is ________.

Erica Jenson has a limited budget to conduct a market research.Which of the following research approaches would provide Erica with the most cost-effective way to reach a large number of respondents in a short period?

The questionnaire is the most common research instrument.

Experimental research is best suited for gathering ________ information.

Which of the following contact methods is flexible,allows for explanation of difficult questions,and lends itself to demonstrating products?

Which of the following sources constitutes the internal database of a company?

How has the marketing research industry responded to the intrusion and privacy issues concerning consumer data?

Briefly compare the three different types of research approaches used for gathering primary data.

When managers glean information from their company's accounting and sales records stored in the computer,they are using an internal database.

Which of the following is true of competitive marketing intelligence?

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

Describe the components of a marketing information system (MIS),and list its three main functions.

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

Secondary data consist of information collected for the specific purpose at hand.

Information collected from online databases on the Internet is an example of ________ data.

Which of the following would most likely use informal research methods to obtain marketing insights?

Which of the following is a structured method of online research where marketers require direct responses from customers?

The response rate in mail surveys is often very low.

In CRM,________ is the technique that helps researchers sift through mounds of detailed customer information and dig out interesting findings about customers.

Hammond Corp.operates in the highly aggressive electronics market.The firm aims to obtain early warnings of opportunities and threats caused by the actions of other firms that are doing well in the industry.Which of the following sources would best serve Hammond's purpose?

In which of the following research methods does the sample size have little impact on costs?

Ethnographic research is ________.

Erica Jenson has a limited budget to conduct a market research.Which of the following research approaches would provide Erica with the most cost-effective way to reach a large number of respondents in a short period?

The questionnaire is the most common research instrument.

Experimental research is best suited for gathering ________ information.

Which of the following contact methods is flexible,allows for explanation of difficult questions,and lends itself to demonstrating products?

Which of the following sources constitutes the internal database of a company?

How has the marketing research industry responded to the intrusion and privacy issues concerning consumer data?

Briefly compare the three different types of research approaches used for gathering primary data.

When managers glean information from their company's accounting and sales records stored in the computer,they are using an internal database.

Which of the following is true of competitive marketing intelligence?

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

Describe the components of a marketing information system (MIS),and list its three main functions.

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