Question 1

'MIS' stands for Marketing Internet Systems

Accepted Answer

A) True 
 B)False  False

Question 2

RBC Royal Bank wanted to evaluate the financial value of its substantial personal customer base to determine which type of customers were the most valuable to the bank.To do this, the bank looked at revenues and expenses from each of its financial products, including loans and credit card usage.To identify and then analyze this information, the bank utilized the MIS analysis technique called ________.

Accepted Answer

A) data warehousing 
B) marketing research 
C) probability sampling 
D) data mining 
E) market basket analyzing 
A) data warehousing 
B) marketing research 
C) probability sampling 
D) data mining 
E) market basket analyzing D

Question 3

Whether a sample can be categorized as a probability sample or a nonprobability sample depends on the ________ of the sample.

Accepted Answer

A) validity 
B) responsiveness 
C) representativeness 
D) flexibility 
E) reliability 
A) validity 
B) responsiveness 
C) representativeness 
D) flexibility 
E) reliability C

Question 4

Explain the roles of independent and dependent variables in causal research.

Accepted Answer

Independent variables cause so

Question 5

The process through which analysts sift through massive amounts of available data to identify unique patterns of behavior among different customer groups is called ________.

Accepted Answer

A) causal research 
B) custom research 
C) longitudinal research 
D) data warehousing 
E) data mining 
A) causal research 
B) custom research 
C) longitudinal research 
D) data warehousing 
E) data mining

Question 6

Which of the following is NOT a survey method for data collection?

Accepted Answer

A) online questionnaires 
B) mail questionnaires 
C) mall intercepts 
D) observations 
E) face-to-face interviews 
A) online questionnaires 
B) mail questionnaires 
C) mall intercepts 
D) observations 
E) face-to-face interviews

Question 7

A survey about pet ownership used a sample derived from people who visit a Web site and register.This sample would lack ________ because not everyone has Internet access.

Accepted Answer

A) flexibility 
B) validity 
C) responsiveness 
D) reliability 
E) representativeness 
A) flexibility 
B) validity 
C) responsiveness 
D) reliability 
E) representativeness

Question 8

Which of the following is NOT considered a source of marketing intelligence?

Accepted Answer

A) distributors 
B) industry trade publications 
C) customers 
D) causal research 
E) activities of competitors 
A) distributors 
B) industry trade publications 
C) customers 
D) causal research 
E) activities of competitors

Question 9

To take advantage of the massive amount of data now available, sophisticated analysis techniques called ________ are becoming a priority for many firms.

Accepted Answer

A) data mining 
B) prospecting 
C) cold calling 
D) data warehousing 
E) data tallying 
A) data mining 
B) prospecting 
C) cold calling 
D) data warehousing 
E) data tallying

Question 10

Representativeness is a problem when the researchers cannot be sure the consumer population they are studying even understands the questions.

Accepted Answer

A) True 
 B)False

Question 11

What is a major drawback of probability sampling?

Accepted Answer

A) It can be time consuming. 
B) The sample is proportionate to the population. 
C) The most difficult population from which to obtain information is chosen. 
D) Everyone has an equal chance of selection. 
E) Marketers must rely on the judgment of the researcher in respondent selection. 
A) It can be time consuming. 
B) The sample is proportionate to the population. 
C) The most difficult population from which to obtain information is chosen. 
D) Everyone has an equal chance of selection. 
E) Marketers must rely on the judgment of the researcher in respondent selection.

Question 12

Predictive technology used by e-marketers relies on which of the following?

Accepted Answer

A) sophisticated brain scans revealing consumers' reactions to advertisements and products 
B) collecting data through people meters 
C) collecting qualitative information through online questionnaires 
D) drawing generalizations from professional respondents 
E) tracking the shopping patterns of large numbers of people 
A) sophisticated brain scans revealing consumers' reactions to advertisements and products 
B) collecting data through people meters 
C) collecting qualitative information through online questionnaires 
D) drawing generalizations from professional respondents 
E) tracking the shopping patterns of large numbers of people

Question 13

Disadvantages of ________ are that hackers can influence research and competitors can learn about marketing firms' plans.

Accepted Answer

A) mail surveys 
B) telephone surveys 
C) mall intercepts 
D) focus groups 
E) online research 
A) mail surveys 
B) telephone surveys 
C) mall intercepts 
D) focus groups 
E) online research

Question 14

The first step in the marketing research process is to ________.

Accepted Answer

A) determine how data will be collected 
B) select samples 
C) clearly understand the information needed by managers 
D) set the mission statement for the research 
E) determine a research design 
A) determine how data will be collected 
B) select samples 
C) clearly understand the information needed by managers 
D) set the mission statement for the research 
E) determine a research design

Question 15

A researcher investigating the amount of food waste in the typical four-person family plans to sift through the garbage of a small sample of representative families.This method is an example of an unobtrusive survey.

Accepted Answer

A) True 
 B)False

Question 16

A cosmetic company asked 293 women who were wearing their StayColor line of cosmetics to rub their cheeks against their shirts using "the pressure they use when caressing someone else's face." The company was conducting ________.

Accepted Answer

A) syndicated research 
B) custom research 
C) case study research 
D) secondary research 
E) none of the above 
A) syndicated research 
B) custom research 
C) case study research 
D) secondary research 
E) none of the above

Question 17

A(n)________ is an internal corporate communication network that uses Internet technology to link company departments, employees, and databases.

Accepted Answer

A) social network 
B) affiliate program 
C) horizontal user network 
D) intranet 
E) marketing decision support system 
A) social network 
B) affiliate program 
C) horizontal user network 
D) intranet 
E) marketing decision support system

Question 18

Companies should continuously collect marketing intelligence data.

Accepted Answer

A) True 
 B)False

Question 19

Why might a researcher decide to use causal research rather than descriptive research?

Accepted Answer

Descriptive research techniques provide

Question 20

ABC Interior Designs wants to collect research data through their checkout scanners.This is an example of mechanical observation.

Accepted Answer

A) True 
 B)False

'MIS' stands for Marketing Internet Systems

Whether a sample can be categorized as a probability sample or a nonprobability sample depends on the ________ of the sample.

Explain the roles of independent and dependent variables in causal research.

The process through which analysts sift through massive amounts of available data to identify unique patterns of behavior among different customer groups is called ________.

Which of the following is NOT a survey method for data collection?

A survey about pet ownership used a sample derived from people who visit a Web site and register.This sample would lack ________ because not everyone has Internet access.

Which of the following is NOT considered a source of marketing intelligence?

To take advantage of the massive amount of data now available, sophisticated analysis techniques called ________ are becoming a priority for many firms.

Representativeness is a problem when the researchers cannot be sure the consumer population they are studying even understands the questions.

What is a major drawback of probability sampling?

Predictive technology used by e-marketers relies on which of the following?

Disadvantages of ________ are that hackers can influence research and competitors can learn about marketing firms' plans.

The first step in the marketing research process is to ________.

A researcher investigating the amount of food waste in the typical four-person family plans to sift through the garbage of a small sample of representative families.This method is an example of an unobtrusive survey.

A cosmetic company asked 293 women who were wearing their StayColor line of cosmetics to rub their cheeks against their shirts using "the pressure they use when caressing someone else's face." The company was conducting ________.

A(n)________ is an internal corporate communication network that uses Internet technology to link company departments, employees, and databases.

Companies should continuously collect marketing intelligence data.

Why might a researcher decide to use causal research rather than descriptive research?

ABC Interior Designs wants to collect research data through their checkout scanners.This is an example of mechanical observation.

Welcome to the World of Marketing: Create and Deliver Value

Strategic Market Planning: Take the Big Picture

Consumer Behaviour: How and Why We Buy ?

Business-To-Business Markets: How and Why Organizations Buy?

Sharpen the Focus: Target Marketing Strategies and Customer Relationship

Create the Product

Manage the Product

Price the Product

One to Many to Many to Many: Traditional and New Media

Advertising, Public Relations, Promotions, Direct Marketing and Personal Selling

Deliver the Value Through Supply Chain Management, Channels of Distribution, and Logistics

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Exam 3: Marketing Research: Gather, Analyze, and Use Information

'MIS' stands for Marketing Internet Systems

Whether a sample can be categorized as a probability sample or a nonprobability sample depends on the ________ of the sample.

Explain the roles of independent and dependent variables in causal research.

The process through which analysts sift through massive amounts of available data to identify unique patterns of behavior among different customer groups is called ________.

Which of the following is NOT a survey method for data collection?

A survey about pet ownership used a sample derived from people who visit a Web site and register.This sample would lack ________ because not everyone has Internet access.

Which of the following is NOT considered a source of marketing intelligence?

To take advantage of the massive amount of data now available, sophisticated analysis techniques called ________ are becoming a priority for many firms.

Representativeness is a problem when the researchers cannot be sure the consumer population they are studying even understands the questions.

What is a major drawback of probability sampling?

Predictive technology used by e-marketers relies on which of the following?

Disadvantages of ________ are that hackers can influence research and competitors can learn about marketing firms' plans.

The first step in the marketing research process is to ________.

A researcher investigating the amount of food waste in the typical four-person family plans to sift through the garbage of a small sample of representative families.This method is an example of an unobtrusive survey.

A cosmetic company asked 293 women who were wearing their StayColor line of cosmetics to rub their cheeks against their shirts using "the pressure they use when caressing someone else's face." The company was conducting ________.

A(n)________ is an internal corporate communication network that uses Internet technology to link company departments, employees, and databases.

Companies should continuously collect marketing intelligence data.

Why might a researcher decide to use causal research rather than descriptive research?

ABC Interior Designs wants to collect research data through their checkout scanners.This is an example of mechanical observation.

Welcome to the World of Marketing: Create and Deliver Value

Strategic Market Planning: Take the Big Picture

Consumer Behaviour: How and Why We Buy ?

Business-To-Business Markets: How and Why Organizations Buy?

Sharpen the Focus: Target Marketing Strategies and Customer Relationship

Create the Product

Manage the Product

Price the Product

One to Many to Many to Many: Traditional and New Media

Advertising, Public Relations, Promotions, Direct Marketing and Personal Selling

Deliver the Value Through Supply Chain Management, Channels of Distribution, and Logistics

Filters