Question 1

Researchers design ________ to test predicted relationships among variables in a controlled environment.

Accepted Answer

A) longitudinal assessments 
B) statistical models 
C) multidimensional scales 
D) experiments 
E) perceptual maps 
A) longitudinal assessments 
B) statistical models 
C) multidimensional scales 
D) experiments 
E) perceptual maps

Question 2

Cellular providers who have begun signing deals with business partners wanting to market products based on specific phone users' locations and calling habits are participating in a new trend called ________.

Accepted Answer

A) telemarketing 
B) data warehousing 
C) reality mining 
D) virtual mining 
E) prediction marketing 
A) telemarketing 
B) data warehousing 
C) reality mining 
D) virtual mining 
E) prediction marketing

Question 3

A company that uses data mining is unlikely to need a data warehouse, as the company's data is constantly in use.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following groups currently oversees the development and maintenance of standards to protect the privacy of Internet users?

Accepted Answer

A) Canadian Marketing Association 
B) International Commerce Commission 
C) Federal Communications Commission 
D) Federal Trade Commission 
E) Internet industry 
A) Canadian Marketing Association 
B) International Commerce Commission 
C) Federal Communications Commission 
D) Federal Trade Commission 
E) Internet industry

Question 5

Descriptive research is typically expressed in qualitative terms.

Accepted Answer

A) True 
 B)False

Question 6

Decision makers within a company would be more likely to use an MIS than an MDSS to forecast the results of maintaining the company's prices while competitors reduce their prices.

Accepted Answer

A) True 
 B)False

Question 7

How does a marketing decision support system (MDSS) differ from a marketing information system (MIS)? Why might a marketer want to use an MDSS in addition to an MIS?

Accepted Answer

A marketing decision support system (MDS

Question 8

Describe the basic marketing research process.

Accepted Answer

The marketing research process involves

Question 9

Data that has been collected for some other purpose than to answer the question at hand is called ________.

Accepted Answer

A) primary data 
B) secondary data 
C) mined data 
D) experimental data 
E) ethnographic data 
A) primary data 
B) secondary data 
C) mined data 
D) experimental data 
E) ethnographic data

Question 10

When Gap, Inc.was developing the concept for its chain of Old Navy stores, the company gave employees who fit the desired Old Navy customer profile $200 apiece.They set them loose on a shopping spree, and then interviewed them about what they had bought so these products would be on the Old Navy shelves when the stores opened.Gap, Inc.utilized what format of participant sampling?

Accepted Answer

A) probability sampling 
B) systematic sampling 
C) stratified sampling 
D) nonprobability sampling 
E) simple random sampling 
A) probability sampling 
B) systematic sampling 
C) stratified sampling 
D) nonprobability sampling 
E) simple random sampling

Question 11

Compare and contrast syndicated research with custom research.

Accepted Answer

Syndicated research is general informati

Question 12

A company reports on consumers' perceptions of more than 1,700 performers for companies that are interested in using a performer in their advertising.This type of report is an example of ________.

Accepted Answer

A) syndicated research 
B) custom research 
C) case study research 
D) exploratory research 
E) primary research 
A) syndicated research 
B) custom research 
C) case study research 
D) exploratory research 
E) primary research

Question 13

Which of the following is true of focus groups?

Accepted Answer

A) They are typically conducted in mall settings. 
B) They are a type of descriptive research. 
C) They are a type of one-on-one interview. 
D) They are used to gather exploratory data. 
E) They do not use a discussion leader. 
A) They are typically conducted in mall settings. 
B) They are a type of descriptive research. 
C) They are a type of one-on-one interview. 
D) They are used to gather exploratory data. 
E) They do not use a discussion leader.

Question 14

Marketers use ________ when they want to determine if a change in one thing is responsible for a change in something else.

Accepted Answer

A) ethnography 
B) predictive techniques 
C) descriptive research 
D) causal research 
E) exploratory research 
A) ethnography 
B) predictive techniques 
C) descriptive research 
D) causal research 
E) exploratory research

Question 15

Which type of research generates nonnumeric results that provide detailed verbal or visual information about consumers' attitude?

Accepted Answer

A) data mining 
B) qualitative research 
C) quantitative research 
D) causal research 
E) descriptive research 
A) data mining 
B) qualitative research 
C) quantitative research 
D) causal research 
E) descriptive research

Question 16

Barry was sitting on a bench near the center of the shopping mall waiting for his wife to finish her shopping when he was approached by a woman holding a clipboard and a dress shirt.She asked if Barry had the time to answer a few questions about the shirt.After Barry examined the shirt, the woman asked him to assess the quality of the shirt and to state how much he would be willing to pay for the shirt.Barry participated in a(n)________.

Accepted Answer

A) focus group 
B) observational interview 
C) expert panel 
D) experimental interview 
E) mall intercept 
A) focus group 
B) observational interview 
C) expert panel 
D) experimental interview 
E) mall intercept

Question 17

Which of the following is information gathered directly from respondents in order to specifically address a question at hand?

Accepted Answer

A) ethnographic observations 
B) experimental hypotheses 
C) primary data 
D) secondary data 
E) internal data 
A) ethnographic observations 
B) experimental hypotheses 
C) primary data 
D) secondary data 
E) internal data

Question 18

Firms such as Coca Cola and Disney use online ___________ that often bear resemblance to the other socisl netwrking sites.

Accepted Answer

A) focus group 
B) case study 
C) longitudinal study 
D) expert panel 
E) ethnographic study 
A) focus group 
B) case study 
C) longitudinal study 
D) expert panel 
E) ethnographic study

Question 19

Which of the following is NOT one of the four main applications of data mining for marketers?

Accepted Answer

A) customer retention 
B) customer acquisition 
C) customer abandonment 
D) competitive intelligence 
E) market basket analysis 
A) customer retention 
B) customer acquisition 
C) customer abandonment 
D) competitive intelligence 
E) market basket analysis

Question 20

Which of the following lists the three important components of a basic marketing information system (MIS) ?

Accepted Answer

A) competitive intelligence, internal records, and all sales personnel 
B) existing data, market researchers to gather more data, and the technology to convert those data into information 
C) managers at all levels, corporate culture, and internal data 
D) data, computer hardware and software, and output for marketing decision makers 
E) information resources, technical experts, and marketing managers 
A) competitive intelligence, internal records, and all sales personnel 
B) existing data, market researchers to gather more data, and the technology to convert those data into information 
C) managers at all levels, corporate culture, and internal data 
D) data, computer hardware and software, and output for marketing decision makers 
E) information resources, technical experts, and marketing managers

Researchers design ________ to test predicted relationships among variables in a controlled environment.

Cellular providers who have begun signing deals with business partners wanting to market products based on specific phone users' locations and calling habits are participating in a new trend called ________.

A company that uses data mining is unlikely to need a data warehouse, as the company's data is constantly in use.

Which of the following groups currently oversees the development and maintenance of standards to protect the privacy of Internet users?

Descriptive research is typically expressed in qualitative terms.

Decision makers within a company would be more likely to use an MIS than an MDSS to forecast the results of maintaining the company's prices while competitors reduce their prices.

How does a marketing decision support system (MDSS) differ from a marketing information system (MIS)? Why might a marketer want to use an MDSS in addition to an MIS?

Describe the basic marketing research process.

Data that has been collected for some other purpose than to answer the question at hand is called ________.

Compare and contrast syndicated research with custom research.

A company reports on consumers' perceptions of more than 1,700 performers for companies that are interested in using a performer in their advertising.This type of report is an example of ________.

Which of the following is true of focus groups?

Marketers use ________ when they want to determine if a change in one thing is responsible for a change in something else.

Which type of research generates nonnumeric results that provide detailed verbal or visual information about consumers' attitude?

Which of the following is information gathered directly from respondents in order to specifically address a question at hand?

Firms such as Coca Cola and Disney use online ___________ that often bear resemblance to the other socisl netwrking sites.

Which of the following is NOT one of the four main applications of data mining for marketers?

Which of the following lists the three important components of a basic marketing information system (MIS) ?

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

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

Researchers design ________ to test predicted relationships among variables in a controlled environment.

Cellular providers who have begun signing deals with business partners wanting to market products based on specific phone users' locations and calling habits are participating in a new trend called ________.

A company that uses data mining is unlikely to need a data warehouse, as the company's data is constantly in use.

Which of the following groups currently oversees the development and maintenance of standards to protect the privacy of Internet users?

Descriptive research is typically expressed in qualitative terms.

Decision makers within a company would be more likely to use an MIS than an MDSS to forecast the results of maintaining the company's prices while competitors reduce their prices.

How does a marketing decision support system (MDSS) differ from a marketing information system (MIS)? Why might a marketer want to use an MDSS in addition to an MIS?

Describe the basic marketing research process.

Data that has been collected for some other purpose than to answer the question at hand is called ________.

Compare and contrast syndicated research with custom research.

A company reports on consumers' perceptions of more than 1,700 performers for companies that are interested in using a performer in their advertising.This type of report is an example of ________.

Which of the following is true of focus groups?

Marketers use ________ when they want to determine if a change in one thing is responsible for a change in something else.

Which type of research generates nonnumeric results that provide detailed verbal or visual information about consumers' attitude?

Which of the following is information gathered directly from respondents in order to specifically address a question at hand?

Firms such as Coca Cola and Disney use online ___________ that often bear resemblance to the other socisl netwrking sites.

Which of the following is NOT one of the four main applications of data mining for marketers?

Which of the following lists the three important components of a basic marketing information system (MIS) ?

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