Question 1

In CRM,findings about customers discovered through ________ techniques often lead to marketing opportunities.

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 B

Question 2

Burger Town came out with a new hamburger and released it in two different cities with two different price points.Marketers at Burger Town then analyzed the different levels of purchase made at the two different price points,planning on using the information to set a nationwide price for the new offering.This is an example of ________.

Accepted Answer

A) observational research 
B) survey research 
C) ethnographic research 
D) experimental research 
E) descriptive research 
A) observational research 
B) survey research 
C) ethnographic research 
D) experimental research 
E) descriptive research D

Question 3

Describe intranet and extranet.

Accepted Answer

Information distribution involves entering information into databases and making it available in a timely,user-friendly way.Many firms use company intranet and internal CRM systems to facilitate this process.These systems provide ready access to research and intelligence information,customer contact information,reports,shared work documents,and more.In addition,companies are increasingly allowing key customers and value-network members to access account,product,and other data on demand through extranets.Suppliers,customers,resellers,and select other network members may access a company's extranet to update their accounts,arrange purchases,and check orders against inventories to improve customer service.

Question 4

Once the research problems and objectives have been defined,researchers must first determine the exact information needed and then present that information to management.

Accepted Answer

A) True 
 B)False

Question 5

A researcher who wants to calculate confidence limits for sampling error would use nonprobability samples.

Accepted Answer

A) True 
 B)False

Question 6

Marge Griffin operates a dress shop in a suburban mall.Her research budget is very small,so she uses low-cost or no-cost methods to gather research data.Which of the following would suit her needs of studying consumer trends at no additional cost?

Accepted Answer

A) informal surveys conducted by hired professionals 
B) sites like www.sba.gov 
C) experiments and mechanical devices 
D) neuromarketing research 
E) surveys conducted by market research firms on a contractual basis 
A) informal surveys conducted by hired professionals 
B) sites like www.sba.gov 
C) experiments and mechanical devices 
D) neuromarketing research 
E) surveys conducted by market research firms on a contractual basis

Question 7

________ 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 8

Marketers can obtain needed information from internal data,marketing intelligence,and marketing research.Explain some common sources for each of these.

Accepted Answer

Internal databases are built upon record

Question 9

What are the three types of objectives that a marketing research project might have?

Accepted Answer

A marketing research project might have

Question 10

A researcher is conducting a study on a new type of insurance that has been released for professionals in jobs that pose a high risk to their life.The researcher,who has substantial experience in this field,has decided to select people who serve as fire fighters and fighter pilots following his own assessment of the people who would serve as good prospects for this insurance.The researcher has used ________ sampling here.

Accepted Answer

A) stratified random 
B) cluster 
C) simple random 
D) judgment 
E) probability 
A) stratified random 
B) cluster 
C) simple random 
D) judgment 
E) probability

Question 11

Amanda Hills,the marketing manager for Wilcox Stores,has been asked to study the scope of a new private-label brand of products that will be created from exclusive herbal and organic ingredients.Amanda has to conduct a full-scale study beginning with ascertaining features of the target market to generating estimates of projected demand through objective studies.Which of the following is true with regard to Amanda's steps in this research study?

Accepted Answer

A) She is most likely to start with an experimental study to determine the target markets. 
B) She can complete the whole research through an exploratory study using online databases. 
C) She should start with an exploratory research and conduct descriptive and causal research studies subsequently. 
D) She should use only a descriptive study as she is required to study factors like the market potential for a product or the demographics and attitudes of consumers who buy the product. 
E) She should use data mining and data warehousing techniques before conducting any in-house research. 
A) She is most likely to start with an experimental study to determine the target markets. 
B) She can complete the whole research through an exploratory study using online databases. 
C) She should start with an exploratory research and conduct descriptive and causal research studies subsequently. 
D) She should use only a descriptive study as she is required to study factors like the market potential for a product or the demographics and attitudes of consumers who buy the product. 
E) She should use data mining and data warehousing techniques before conducting any in-house research.

Question 12

The marketing department at Hammond Corp.is attempting to track competitors' actions and obtain early warnings of the opportunities and threats in the highly competitive electronic gadgets market it operates in.To achieve this goal,which of the following would be the best source of information for the department?

Accepted Answer

A) sales data from the stores that have a tying-arrangement with Hammond Corp. 
B) archival data on company performance and organizational history 
C) data provided from competitive marketing intelligence exercises by Hammond Corp. 
D) data collected from the Web providing a general insight into the needs for all electronic goods manufacturers 
E) data relating to employee performance and retention over the last two quarters in Hammond Corp. 
A) sales data from the stores that have a tying-arrangement with Hammond Corp. 
B) archival data on company performance and organizational history 
C) data provided from competitive marketing intelligence exercises by Hammond Corp. 
D) data collected from the Web providing a general insight into the needs for all electronic goods manufacturers 
E) data relating to employee performance and retention over the last two quarters in Hammond Corp.

Question 13

Walmart sends a trained observer to watch and interact with customers as they shop in a Wal-Mart store.This is an example of ________.

Accepted Answer

A) secondary research 
B) causal research 
C) ethnographic research 
D) experimental research 
E) archival research 
A) secondary research 
B) causal research 
C) ethnographic research 
D) experimental research 
E) archival research

Question 14

Tuff Industries sells roof trusses to contractors and builders and would like to conduct research to determine how customers assess customer service.Which of the following research instruments would be best for this firm?

Accepted Answer

A) observation rating scales 
B) mechanical devices 
C) questionnaires 
D) sampling plans 
E) online databases 
A) observation rating scales 
B) mechanical devices 
C) questionnaires 
D) sampling plans 
E) online databases

Question 15

How can a company overcome the problem of gathering internal data for research purposes when the data is usually scattered widely across the organization?

Accepted Answer

Many companies are using customer relati

Question 16

Diane Chambers,the marketing manager for FarmFresh,is currently scanning the data collected from the cash counters of the various stores that make up its retail chain,to make sound marketing decisions.Diane is making use of ________ databases.

Accepted Answer

A) external 
B) secondary 
C) historical 
D) internal 
E) dialog 
A) external 
B) secondary 
C) historical 
D) internal 
E) dialog

Question 17

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 18

When managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch to get reactions,they are using ________.

Accepted Answer

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

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is a common source of data supplied to internal databases?

Accepted Answer

A) the mass media 
B) the stockholders 
C) the marketing department 
D) the competitors 
E) the Web 
A) the mass media 
B) the stockholders 
C) the marketing department 
D) the competitors 
E) the Web

In CRM,findings about customers discovered through ________ techniques often lead to marketing opportunities.

Describe intranet and extranet.

Once the research problems and objectives have been defined,researchers must first determine the exact information needed and then present that information to management.

A researcher who wants to calculate confidence limits for sampling error would use nonprobability samples.

Marge Griffin operates a dress shop in a suburban mall.Her research budget is very small,so she uses low-cost or no-cost methods to gather research data.Which of the following would suit her needs of studying consumer trends at no additional cost?

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

Marketers can obtain needed information from internal data,marketing intelligence,and marketing research.Explain some common sources for each of these.

What are the three types of objectives that a marketing research project might have?

Walmart sends a trained observer to watch and interact with customers as they shop in a Wal-Mart store.This is an example of ________.

Tuff Industries sells roof trusses to contractors and builders and would like to conduct research to determine how customers assess customer service.Which of the following research instruments would be best for this firm?

How can a company overcome the problem of gathering internal data for research purposes when the data is usually scattered widely across the organization?

Diane Chambers,the marketing manager for FarmFresh,is currently scanning the data collected from the cash counters of the various stores that make up its retail chain,to make sound marketing decisions.Diane is making use of ________ databases.

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

When managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch to get reactions,they are using ________.

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

Which of the following is a common source of data supplied to internal databases?

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

Product,Services,and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Marketing Channels Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Exam 4: Managing Marketing Information to Gain Customer Insights

In CRM,findings about customers discovered through ________ techniques often lead to marketing opportunities.

Describe intranet and extranet.

Once the research problems and objectives have been defined,researchers must first determine the exact information needed and then present that information to management.

A researcher who wants to calculate confidence limits for sampling error would use nonprobability samples.

Marge Griffin operates a dress shop in a suburban mall.Her research budget is very small,so she uses low-cost or no-cost methods to gather research data.Which of the following would suit her needs of studying consumer trends at no additional cost?

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

Marketers can obtain needed information from internal data,marketing intelligence,and marketing research.Explain some common sources for each of these.

What are the three types of objectives that a marketing research project might have?

Walmart sends a trained observer to watch and interact with customers as they shop in a Wal-Mart store.This is an example of ________.

Tuff Industries sells roof trusses to contractors and builders and would like to conduct research to determine how customers assess customer service.Which of the following research instruments would be best for this firm?

How can a company overcome the problem of gathering internal data for research purposes when the data is usually scattered widely across the organization?

Diane Chambers,the marketing manager for FarmFresh,is currently scanning the data collected from the cash counters of the various stores that make up its retail chain,to make sound marketing decisions.Diane is making use of ________ databases.

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

When managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch to get reactions,they are using ________.

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

Which of the following is a common source of data supplied to internal databases?

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

Product,Services,and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Marketing Channels Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters