Question 1

Which of the following is most likely a disadvantage of focus group interviewing?

Accepted Answer

A)  Focus group interviewing does not connect secondary data with primary data. 
B)  Focus group interviewing is less flexible compared to mail questionnaires. 
C)  Consumers in focus groups are always open and honest about their real feelings, behaviors, and intentions in front of other people. 
D)  Focus group interviewing involves small samples to keep time and costs down, which makes it hard to generalize from the results. 
E)  The moderator in a focus group interview has poor control over the group of respondents. 
A)  Focus group interviewing does not connect secondary data with primary data. 
B)  Focus group interviewing is less flexible compared to mail questionnaires. 
C)  Consumers in focus groups are always open and honest about their real feelings, behaviors, and intentions in front of other people. 
D)  Focus group interviewing involves small samples to keep time and costs down, which makes it hard to generalize from the results. 
E)  The moderator in a focus group interview has poor control over the group of respondents. D

Question 2

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 B

Question 3

Causal research involves sending observers to watch and interact with consumers in their natural environments.

Accepted Answer

A) True 
 B)False  False

Question 4

Customer relationship management helps manage detailed information about individual customers and maximize customer loyalty.

Accepted Answer

A) True 
 B)False

Question 5

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

Question 6

What type of research would be the most useful to determine if a 20-percent decrease in price for a high-end sedan would result in an increase in purchases sufficient to offset the reduced price? Why?

Accepted Answer

Causal research would be the m

Question 7

List two benefits of using secondary data.

Accepted Answer

Secondary data can usually be obtained m

Question 8

Which of the following is most likely true about international research?

Accepted Answer

A)  The availability of good secondary data makes international research rewarding. 
B)  The costs of conducting international research are much higher than the benefits offered. 
C)  Technology enables customer responses to be translated quickly and accurately. 
D)  Costly international research is necessary if firms want to succeed in foreign markets. 
E)  Interpretations of data are fairly consistent among different countries. 
A)  The availability of good secondary data makes international research rewarding. 
B)  The costs of conducting international research are much higher than the benefits offered. 
C)  Technology enables customer responses to be translated quickly and accurately. 
D)  Costly international research is necessary if firms want to succeed in foreign markets. 
E)  Interpretations of data are fairly consistent among different countries.

Question 9

Customer information is often buried deep in separate databases and records of different company departments. To overcome such problems, many companies are now turning to ________ to manage detailed information about individual customers.

Accepted Answer

A)  neuromarketing 
B)  customer needs marketing 
C)  customer relationship management 
D)  ethnographic research 
E)  netnography research 
A)  neuromarketing 
B)  customer needs marketing 
C)  customer relationship management 
D)  ethnographic research 
E)  netnography research

Question 10

Internal information is almost always sufficient for making marketing decisions.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A)  exploratory 
B)  statistical 
C)  causal 
D)  analytic 
E)  descriptive 
A)  exploratory 
B)  statistical 
C)  causal 
D)  analytic 
E)  descriptive

Question 12

While looking for ideas on how to craft a user-friendly dishwasher, the designers of a dishwasher-manufacturing company spent 10 days observing people as they used their dishwashers in their homes. In this instance, the designers were conducting ________.

Accepted Answer

A)  survey research 
B)  experimental research 
C)  quantitative marketing research 
D)  ethnographic research 
E)  causal research 
A)  survey research 
B)  experimental research 
C)  quantitative marketing research 
D)  ethnographic research 
E)  causal research

Question 13

Briefly explain why marketers need marketing research in addition to competitive marketing intelligence.

Accepted Answer

In addition to marketing intelligence in

Question 14

The real value of marketing information lies in how it is used ________.

Accepted Answer

A)  in determining selling prices for products 
B)  in analyzing budgets 
C)  in creating advertising campaigns 
D)  in the customer insights that it provides 
E)  in introducing a new product to the marketplace 
A)  in determining selling prices for products 
B)  in analyzing budgets 
C)  in creating advertising campaigns 
D)  in the customer insights that it provides 
E)  in introducing a new product to the marketplace

Question 15

________ 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 16

Brad works with a reputable retailer and leads a team that collects market information from a wide variety of sources ranging from marketing research studies to monitoring online conversations where consumers discuss Brad's firm or its products. Brad's team uses this information to arrive at a better understanding of consumers' behavior and their buying motives. This, in turn, allows Brad's firm to successfully generate more value for consumers. Brad leads the ________ team.

Accepted Answer

A)  product development 
B)  strategy implementation 
C)  human resource 
D)  customer relationship management 
E)  customer insights 
A)  product development 
B)  strategy implementation 
C)  human resource 
D)  customer relationship management 
E)  customer insights

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

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)  pinpoint 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)  pinpoint high-value customers and cross-sell products

Question 19

Which of the following is least likely to be a tool used by small businesses?

Accepted Answer

A)  observation of customers and potential customers 
B)  online product and service review sites 
C)  purchasing data from Nielsen or U.S. Yankelovich MONITOR 
D)  informal surveys using small convenience samples 
E)  competitor and customer web, mobile, and social media sites 
A)  observation of customers and potential customers 
B)  online product and service review sites 
C)  purchasing data from Nielsen or U.S. Yankelovich MONITOR 
D)  informal surveys using small convenience samples 
E)  competitor and customer web, mobile, and social media sites

Question 20

Which of the following is true with regard to mail questionnaires?

Accepted Answer

A)  The response rate of mail questionnaires is often very low. 
B)  Mail questionnaires are highly flexible. 
C)  The researcher has maximum control over the mail questionnaire sample. 
D)  Mail questionnaires are unsuitable for collecting large amounts of information about respondents. 
E)  Respondents always provide honest answers to personal questions on mail questionnaires. 
A)  The response rate of mail questionnaires is often very low. 
B)  Mail questionnaires are highly flexible. 
C)  The researcher has maximum control over the mail questionnaire sample. 
D)  Mail questionnaires are unsuitable for collecting large amounts of information about respondents. 
E)  Respondents always provide honest answers to personal questions on mail questionnaires.

Which of the following is most likely a disadvantage of focus group interviewing?

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

Causal research involves sending observers to watch and interact with consumers in their natural environments.

Customer relationship management helps manage detailed information about individual customers and maximize customer loyalty.

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?

What type of research would be the most useful to determine if a 20-percent decrease in price for a high-end sedan would result in an increase in purchases sufficient to offset the reduced price? Why?

List two benefits of using secondary data.

Which of the following is most likely true about international research?

Customer information is often buried deep in separate databases and records of different company departments. To overcome such problems, many companies are now turning to ________ to manage detailed information about individual customers.

Internal information is almost always sufficient for making marketing decisions.

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

While looking for ideas on how to craft a user-friendly dishwasher, the designers of a dishwasher-manufacturing company spent 10 days observing people as they used their dishwashers in their homes. In this instance, the designers were conducting ________.

Briefly explain why marketers need marketing research in addition to competitive marketing intelligence.

The real value of marketing information lies in how it is used ________.

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

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

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

Which of the following is least likely to be a tool used by small businesses?

Which of the following is true with regard to mail questionnaires?

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Consumer Markets and Buyer Behavior

Business Markets and Business Buyer Behavior

Customer Value-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers 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

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Exam 4: Managing Marketing Information to Gain Customer Insights

Which of the following is most likely a disadvantage of focus group interviewing?

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

Causal research involves sending observers to watch and interact with consumers in their natural environments.

Customer relationship management helps manage detailed information about individual customers and maximize customer loyalty.

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?

What type of research would be the most useful to determine if a 20-percent decrease in price for a high-end sedan would result in an increase in purchases sufficient to offset the reduced price? Why?

List two benefits of using secondary data.

Which of the following is most likely true about international research?

Customer information is often buried deep in separate databases and records of different company departments. To overcome such problems, many companies are now turning to ________ to manage detailed information about individual customers.

Internal information is almost always sufficient for making marketing decisions.

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

While looking for ideas on how to craft a user-friendly dishwasher, the designers of a dishwasher-manufacturing company spent 10 days observing people as they used their dishwashers in their homes. In this instance, the designers were conducting ________.

Briefly explain why marketers need marketing research in addition to competitive marketing intelligence.

The real value of marketing information lies in how it is used ________.

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

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

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

Which of the following is least likely to be a tool used by small businesses?

Which of the following is true with regard to mail questionnaires?

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Consumer Markets and Buyer Behavior

Business Markets and Business Buyer Behavior

Customer Value-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers 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