Question 1

Explain qualitative research and why it might be useful to marketers.

Accepted Answer

Qualitative research techniques are rela

Question 2

________ research approach uses concepts and tools from anthropology and other social science disciplines to provide deep cultural understanding of how people live and work.

Accepted Answer

A)  Cognitive 
B)  Inductive 
C)  Archaeological 
D)  Ethnographic 
E)  Deductive 
A)  Cognitive 
B)  Inductive 
C)  Archaeological 
D)  Ethnographic 
E)  Deductive

Question 3

Anne, a beautician by profession, owns a salon in the small town of Franklin, New Jersey. Every weekend, she makes it a point to visit the other salons in Franklin to find out about the beauty services they offer to customers. Anne is attempting to conduct marketing research by ________.

Accepted Answer

A)  studying customer behavior 
B)  forming alliances with competing firms 
C)  using experimental research techniques 
D)  checking out rivals 
E)  tapping into marketing partner expertise 
A)  studying customer behavior 
B)  forming alliances with competing firms 
C)  using experimental research techniques 
D)  checking out rivals 
E)  tapping into marketing partner expertise

Question 4

The internal records system supplies results data, but the marketing intelligence system supplies ________ data.

Accepted Answer

A)  internal 
B)  revenue 
C)  thematic 
D)  happenings 
E)  process 
A)  internal 
B)  revenue 
C)  thematic 
D)  happenings 
E)  process

Question 5

Regulation of technological changes has been relaxed by the U.S. government over recent years.

Accepted Answer

A) True 
 B)False

Question 6

Designing a research plan calls for decisions on all of the following EXCEPT ________.

Accepted Answer

A)  research objectives 
B)  data sources 
C)  research approaches 
D)  research instruments 
E)  sampling plans 
A)  research objectives 
B)  data sources 
C)  research approaches 
D)  research instruments 
E)  sampling plans

Question 7

________ questions allow respondents to answer in their own words and often reveal more about how people think.

Accepted Answer

A)  Open-end 
B)  Dichotomous 
C)  Likert scale 
D)  Multiple-choice 
E)  Semantic differential 
A)  Open-end 
B)  Dichotomous 
C)  Likert scale 
D)  Multiple-choice 
E)  Semantic differential

Question 8

A company can take several steps to improve the quality of its marketing intelligence. One company purchases competitive products for study, attends open houses and trade shows, and reads competitors' published reports and stockholder information. This company is ________.

Accepted Answer

A)  taking advantage of government data 
B)  motivating intermediaries to share intelligence 
C)  networking internally and externally 
D)  setting up customer advisory panels 
E)  buying information from research firms 
A)  taking advantage of government data 
B)  motivating intermediaries to share intelligence 
C)  networking internally and externally 
D)  setting up customer advisory panels 
E)  buying information from research firms

Question 9

Which of the following elements of sociocultural environment can be associated with the growing demand for "social surrogates" like social networking sites, television, etc.?

Accepted Answer

A)  views of ourselves 
B)  views of organizations 
C)  views of others 
D)  views of nature 
E)  views of the universe 
A)  views of ourselves 
B)  views of organizations 
C)  views of others 
D)  views of nature 
E)  views of the universe

Question 10

With an increase in marketing expenditure, market demand ________.

Accepted Answer

A)  continues to rise at an increasing rate 
B)  initially increases and then declines 
C)  increases first at an increasing rate, then at a decreasing rate 
D)  decreases first and then spikes 
E)  continues to increase at a decreasing rate. 
A)  continues to rise at an increasing rate 
B)  initially increases and then declines 
C)  increases first at an increasing rate, then at a decreasing rate 
D)  decreases first and then spikes 
E)  continues to increase at a decreasing rate.

Question 11

Elance.com is a service provider that allows contractors to describe their level of satisfaction with subcontractors. This is an example of a ________.

Accepted Answer

A)  government source of data 
B)  public blog 
C)  customer complaint site 
D)  combo site offering customer reviews and expert opinions 
E)  distributor feedback site 
A)  government source of data 
B)  public blog 
C)  customer complaint site 
D)  combo site offering customer reviews and expert opinions 
E)  distributor feedback site

Question 12

Assume that you are a marketing manager for a youth clothing manufacturer that has just read about the demographic trend of the "rising Hispanic influence" in the United States. Explain this trend and indicate why it might be important to your company.

Accepted Answer

The Hispanic population grew by 43 perce

Question 13

When a company acquires consumer-panel data from firms like A.C. Nielsen Company and Information Resources Inc., which of the following steps to improve the quality of a company marketing intelligence system is the company resorting to?

Accepted Answer

A)  training and motivating the sales force to spot and report new developments 
B)  motivating distributors, retailers, and other intermediaries to pass along important intelligence 
C)  hiring external experts to collect intelligence 
D)  using external network 
E)  purchasing information from outside research firms and vendors 
A)  training and motivating the sales force to spot and report new developments 
B)  motivating distributors, retailers, and other intermediaries to pass along important intelligence 
C)  hiring external experts to collect intelligence 
D)  using external network 
E)  purchasing information from outside research firms and vendors

Question 14

If a company were pursuing a policy of networking externally to gather marketing intelligence, it might collect competitors' ads or look up news stories about competitors.

Accepted Answer

A) True 
 B)False

Question 15

A fad is more predictable and durable than a trend.

Accepted Answer

A) True 
 B)False

Question 16

What is the chief advantage of using each of the following contact methods: mail questionnaire, telephone interview, and personal interview?

Accepted Answer

The chief advantage of each contact meth

Question 17

Which of the following is True about trends in worldwide population growth?

Accepted Answer

A)  Birthrates are on the rise in developed countries. 
B)  Overall, the world population growth is declining. 
C)  Birthrates are on the rise in developing countries. 
D)  Death rates are rising in developing countries. 
E)  Population growth is highest in developing countries. 
A)  Birthrates are on the rise in developed countries. 
B)  Overall, the world population growth is declining. 
C)  Birthrates are on the rise in developing countries. 
D)  Death rates are rising in developing countries. 
E)  Population growth is highest in developing countries.

Question 18

________ provide diagnostic information about how and why we observe certain effects in the marketplace, and what that means to marketers.

Accepted Answer

A)  Marketing insights 
B)  Marketing metrics 
C)  Marketing channels 
D)  Marketing information systems 
E)  Marketing-mix models 
A)  Marketing insights 
B)  Marketing metrics 
C)  Marketing channels 
D)  Marketing information systems 
E)  Marketing-mix models

Question 19

Why do companies need to search for practical means to harness renewable sources of energy like wind and water?

Accepted Answer

Prolonged exploitation of the convention

Question 20

Marketers have the major responsibility for identifying significant changes in the marketplace.

Accepted Answer

A) True 
 B)False

Explain qualitative research and why it might be useful to marketers.

________ research approach uses concepts and tools from anthropology and other social science disciplines to provide deep cultural understanding of how people live and work.

Anne, a beautician by profession, owns a salon in the small town of Franklin, New Jersey. Every weekend, she makes it a point to visit the other salons in Franklin to find out about the beauty services they offer to customers. Anne is attempting to conduct marketing research by ________.

The internal records system supplies results data, but the marketing intelligence system supplies ________ data.

Regulation of technological changes has been relaxed by the U.S. government over recent years.

Designing a research plan calls for decisions on all of the following EXCEPT ________.

________ questions allow respondents to answer in their own words and often reveal more about how people think.

A company can take several steps to improve the quality of its marketing intelligence. One company purchases competitive products for study, attends open houses and trade shows, and reads competitors' published reports and stockholder information. This company is ________.

Which of the following elements of sociocultural environment can be associated with the growing demand for "social surrogates" like social networking sites, television, etc.?

With an increase in marketing expenditure, market demand ________.

Elance.com is a service provider that allows contractors to describe their level of satisfaction with subcontractors. This is an example of a ________.

Assume that you are a marketing manager for a youth clothing manufacturer that has just read about the demographic trend of the "rising Hispanic influence" in the United States. Explain this trend and indicate why it might be important to your company.

When a company acquires consumer-panel data from firms like A.C. Nielsen Company and Information Resources Inc., which of the following steps to improve the quality of a company marketing intelligence system is the company resorting to?

If a company were pursuing a policy of networking externally to gather marketing intelligence, it might collect competitors' ads or look up news stories about competitors.

A fad is more predictable and durable than a trend.

What is the chief advantage of using each of the following contact methods: mail questionnaire, telephone interview, and personal interview?

Which of the following is True about trends in worldwide population growth?

________ provide diagnostic information about how and why we observe certain effects in the marketplace, and what that means to marketers.

Why do companies need to search for practical means to harness renewable sources of energy like wind and water?

Marketers have the major responsibility for identifying significant changes in the marketplace.

Defining Marketing for the New Realities

Developing and Implementing Marketing Strategies and Plans

Creating Long-Term Loyalty Relationships

Analyzing Consumer and Business Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning and Competing Effectively

Creating Brand Equity and Driving Growth

Setting Product Strategy and Introducing New Offerings

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Digital Communications: Online, Social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Tapping Into Global Markets

Filters

Exam 3: Capturing Marketing Insights and Forecasting Demand

Explain qualitative research and why it might be useful to marketers.

________ research approach uses concepts and tools from anthropology and other social science disciplines to provide deep cultural understanding of how people live and work.

Anne, a beautician by profession, owns a salon in the small town of Franklin, New Jersey. Every weekend, she makes it a point to visit the other salons in Franklin to find out about the beauty services they offer to customers. Anne is attempting to conduct marketing research by ________.

The internal records system supplies results data, but the marketing intelligence system supplies ________ data.

Regulation of technological changes has been relaxed by the U.S. government over recent years.

Designing a research plan calls for decisions on all of the following EXCEPT ________.

________ questions allow respondents to answer in their own words and often reveal more about how people think.

A company can take several steps to improve the quality of its marketing intelligence. One company purchases competitive products for study, attends open houses and trade shows, and reads competitors' published reports and stockholder information. This company is ________.

Which of the following elements of sociocultural environment can be associated with the growing demand for "social surrogates" like social networking sites, television, etc.?

With an increase in marketing expenditure, market demand ________.

Elance.com is a service provider that allows contractors to describe their level of satisfaction with subcontractors. This is an example of a ________.

Assume that you are a marketing manager for a youth clothing manufacturer that has just read about the demographic trend of the "rising Hispanic influence" in the United States. Explain this trend and indicate why it might be important to your company.

When a company acquires consumer-panel data from firms like A.C. Nielsen Company and Information Resources Inc., which of the following steps to improve the quality of a company marketing intelligence system is the company resorting to?

If a company were pursuing a policy of networking externally to gather marketing intelligence, it might collect competitors' ads or look up news stories about competitors.

A fad is more predictable and durable than a trend.

What is the chief advantage of using each of the following contact methods: mail questionnaire, telephone interview, and personal interview?

Which of the following is True about trends in worldwide population growth?

________ provide diagnostic information about how and why we observe certain effects in the marketplace, and what that means to marketers.

Why do companies need to search for practical means to harness renewable sources of energy like wind and water?

Marketers have the major responsibility for identifying significant changes in the marketplace.

Defining Marketing for the New Realities

Developing and Implementing Marketing Strategies and Plans

Creating Long-Term Loyalty Relationships

Analyzing Consumer and Business Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning and Competing Effectively

Creating Brand Equity and Driving Growth

Setting Product Strategy and Introducing New Offerings

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Digital Communications: Online, Social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Tapping Into Global Markets

Filters