Question 1

The most common research instrument,whether administered in person,by phone,by e-mail,or online,is the ________.

Accepted Answer

A)  mechanical device 
B)  personal interview 
C)  questionnaire 
D)  telephone interview 
E)  focus group 
A)  mechanical device 
B)  personal interview 
C)  questionnaire 
D)  telephone interview 
E)  focus group

Question 2

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

Accepted Answer

A)  Primary 
B)  Secondary 
C)  Derived 
D)  Archival 
E)  Historical 
A)  Primary 
B)  Secondary 
C)  Derived 
D)  Archival 
E)  Historical

Question 3

Harmon,a nationwide department store,uses checkout scanners to record shoppers' purchases.Which term best describes Harmon's checkout scanners?

Accepted Answer

A)  nonprobability sampling tool 
B)  mechanical instrument 
C)  neuromarketing tool 
D)  touch point device 
E)  CRM system 
A)  nonprobability sampling tool 
B)  mechanical instrument 
C)  neuromarketing tool 
D)  touch point device 
E)  CRM system

Question 4

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

Accepted Answer

A)  It requires participants to assemble at a central location. 
B)  Determining the identity of people who constitute an online sample is difficult. 
C)  When compared to other methods, it takes a longer time to tabulate and analyze the results. 
D)  The cost of conducting online focus groups is greater than most other qualitative methods. 
E)  It is difficult to access people and events across different time zones using online focus groups. 
A)  It requires participants to assemble at a central location. 
B)  Determining the identity of people who constitute an online sample is difficult. 
C)  When compared to other methods, it takes a longer time to tabulate and analyze the results. 
D)  The cost of conducting online focus groups is greater than most other qualitative methods. 
E)  It is difficult to access people and events across different time zones using online focus groups.

Question 5

Which of the following statements regarding marketing intelligence is true?

Accepted Answer

A)  Marketing intelligence typically involves sensitive and confidential information kept out of the public domain. 
B)  The advantage of using competitive intelligence is negligible as it is based only on internal sources of data. 
C)  All marketing intelligence inputs are available at no cost to all potential users. 
D)  Marketing intelligence is the systematic collection and analysis of publicly available information. 
E)  Marketing intelligence efforts are more focused on gaining insights into a firm's consumers rather than its competitors. 
A)  Marketing intelligence typically involves sensitive and confidential information kept out of the public domain. 
B)  The advantage of using competitive intelligence is negligible as it is based only on internal sources of data. 
C)  All marketing intelligence inputs are available at no cost to all potential users. 
D)  Marketing intelligence is the systematic collection and analysis of publicly available information. 
E)  Marketing intelligence efforts are more focused on gaining insights into a firm's consumers rather than its competitors.

Question 6

Coolers Inc.has decided to launch a new energy drink that will have the fewest calories among its competitors.To understand the market potential for the new drink and the demographics and attitudes of consumers who are likely to buy the product,Coolers should most likely use ________.

Accepted Answer

A)  exploratory research 
B)  archival research 
C)  causal research 
D)  experimental research 
E)  descriptive research 
A)  exploratory research 
B)  archival research 
C)  causal research 
D)  experimental research 
E)  descriptive research

Question 7

________ is a method of gathering primary data that involves asking people questions about their knowledge,attitudes,preferences,and buying behavior.

Accepted Answer

A)  Observational research 
B)  Archival research 
C)  Survey research 
D)  Experimental research 
E)  Causal research 
A)  Observational research 
B)  Archival research 
C)  Survey research 
D)  Experimental research 
E)  Causal research

Question 8

What are the two main types of research instruments used to collect primary data?

Accepted Answer

A)  observation scales and personal interviews 
B)  questionnaires and mechanical devices 
C)  focus groups and mechanical devices 
D)  focus groups and questionnaires 
E)  personal interviews and online focus groups 
A)  observation scales and personal interviews 
B)  questionnaires and mechanical devices 
C)  focus groups and mechanical devices 
D)  focus groups and questionnaires 
E)  personal interviews and online focus groups

Question 9

Marketing research can be collected by mail,telephone,personal interview,or online.Discuss the disadvantages of each contact method.

Accepted Answer

Mail questionnaires are not very flexibl

Question 10

Differentiate between intranets and extranets.How are such systems beneficial to marketing managers?

Accepted Answer

Information distribution involves enteri

Question 11

Vincent Cosmetics decides to launch a cream with a claim that it made skin "nine times smoother." The claim is based on a study of thirty respondents who used products of other brands as well.However,a second study on a larger sample reveals only a mild correlation between the use of the cream and smoother skin.In these circumstances,which of the following is the most ethical approach that Vincent Cosmetics can follow?

Accepted Answer

A)  It should market the product as planned with the promotional line of "nine times smoother." 
B)  It should modify the results of the study to depict a strong correlation. 
C)  It should report the result as it is, or improve the product to match its claim. 
D)  It can continue to claim a high correlation and add a tag line saying "results may vary." 
E)  It should feature a testimonial from a satisfied user in an advertisement to support its claim. 
A)  It should market the product as planned with the promotional line of "nine times smoother." 
B)  It should modify the results of the study to depict a strong correlation. 
C)  It should report the result as it is, or improve the product to match its claim. 
D)  It can continue to claim a high correlation and add a tag line saying "results may vary." 
E)  It should feature a testimonial from a satisfied user in an advertisement to support its claim.

Question 12

The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses.

Accepted Answer

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

Question 13

A market researcher wants to find the cause-and-effect relationship between using organic ingredients in food and the subsequent consumption by customers.He invites ten respondents to his research firm and asks them to taste two identical dishes.The dishes were prepared in a similar manner,but one has natural herbs for flavoring,and the other has artificial flavors.This is an example of ________.

Accepted Answer

A)  descriptive research 
B)  ethnographic research 
C)  experimental research 
D)  online research 
E)  exploratory research 
A)  descriptive research 
B)  ethnographic research 
C)  experimental research 
D)  online research 
E)  exploratory research

Question 14

What is neuromarketing? How is neuromarketing used by marketers?

Accepted Answer

Neuromarketing involves measuring brain

Question 15

Which of the following is a quantitative approach to research?

Accepted Answer

A)  observational research 
B)  online focus groups 
C)  ethnographic research 
D)  in-depth interviews 
E)  marketing surveys 
A)  observational research 
B)  online focus groups 
C)  ethnographic research 
D)  in-depth interviews 
E)  marketing surveys

Question 16

Discuss the methods used by marketing researchers to gather secondary data.

Accepted Answer

A company's internal database provides a

Question 17

Which of the following is a quantitative Internet-based research approach?

Accepted Answer

A)  online survey 
B)  online focus group 
C)  online listening 
D)  behavioral targeting 
E)  social tracking 
A)  online survey 
B)  online focus group 
C)  online listening 
D)  behavioral targeting 
E)  social tracking

Question 18

Which of the following is most likely the cheapest and quickest means to collect data for marketing research?

Accepted Answer

A)  utilizing external agencies for research 
B)  seeking marketing intelligence inputs from partnering firms 
C)  seeking data regarding strategies adopted by competitors 
D)  utilizing internal databases to gather sales data 
E)  hiring a reputed firm to conduct a market analysis 
A)  utilizing external agencies for research 
B)  seeking marketing intelligence inputs from partnering firms 
C)  seeking data regarding strategies adopted by competitors 
D)  utilizing internal databases to gather sales data 
E)  hiring a reputed firm to conduct a market analysis

Question 19

After a research instrument is selected,the next step in the marketing research process is ________.

Accepted Answer

A)  selecting a sampling method 
B)  interpreting the findings 
C)  implementing the research plan 
D)  drawing conclusions from the findings 
E)  selecting a research approach 
A)  selecting a sampling method 
B)  interpreting the findings 
C)  implementing the research plan 
D)  drawing conclusions from the findings 
E)  selecting a research approach

Question 20

Discuss several ways in which small organizations can conduct marketing research at little or no expense.

Accepted Answer

Small organizations can use the same mar

The most common research instrument,whether administered in person,by phone,by e-mail,or online,is the ________.

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

Harmon,a nationwide department store,uses checkout scanners to record shoppers' purchases.Which term best describes Harmon's checkout scanners?

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

Which of the following statements regarding marketing intelligence is true?

Coolers Inc.has decided to launch a new energy drink that will have the fewest calories among its competitors.To understand the market potential for the new drink and the demographics and attitudes of consumers who are likely to buy the product,Coolers should most likely use ________.

________ is a method of gathering primary data that involves asking people questions about their knowledge,attitudes,preferences,and buying behavior.

What are the two main types of research instruments used to collect primary data?

Marketing research can be collected by mail,telephone,personal interview,or online.Discuss the disadvantages of each contact method.

Differentiate between intranets and extranets.How are such systems beneficial to marketing managers?

The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses.

What is neuromarketing? How is neuromarketing used by marketers?

Which of the following is a quantitative approach to research?

Discuss the methods used by marketing researchers to gather secondary data.

Which of the following is a quantitative Internet-based research approach?

Which of the following is most likely the cheapest and quickest means to collect data for marketing research?

After a research instrument is selected,the next step in the marketing research process is ________.

Discuss several ways in which small organizations can conduct marketing research at little or no expense.

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

The most common research instrument,whether administered in person,by phone,by e-mail,or online,is the ________.

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

Harmon,a nationwide department store,uses checkout scanners to record shoppers' purchases.Which term best describes Harmon's checkout scanners?

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

Which of the following statements regarding marketing intelligence is true?

Coolers Inc.has decided to launch a new energy drink that will have the fewest calories among its competitors.To understand the market potential for the new drink and the demographics and attitudes of consumers who are likely to buy the product,Coolers should most likely use ________.

________ is a method of gathering primary data that involves asking people questions about their knowledge,attitudes,preferences,and buying behavior.

What are the two main types of research instruments used to collect primary data?

Marketing research can be collected by mail,telephone,personal interview,or online.Discuss the disadvantages of each contact method.

Differentiate between intranets and extranets.How are such systems beneficial to marketing managers?

The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses.

What is neuromarketing? How is neuromarketing used by marketers?

Which of the following is a quantitative approach to research?

Discuss the methods used by marketing researchers to gather secondary data.

Which of the following is a quantitative Internet-based research approach?

Which of the following is most likely the cheapest and quickest means to collect data for marketing research?

After a research instrument is selected,the next step in the marketing research process is ________.

Discuss several ways in which small organizations can conduct marketing research at little or no expense.

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