Question 1

What is a disadvantage of observation research?

Accepted Answer

A)  It yields little or no insight into the motivation behind the observed behaviour. 
B)  It generates secondary data rather than primary data. 
C)  It focuses on what people say rather than what they actually do. 
D)  It tends to be very expensive. 
A)  It yields little or no insight into the motivation behind the observed behaviour. 
B)  It generates secondary data rather than primary data. 
C)  It focuses on what people say rather than what they actually do. 
D)  It tends to be very expensive.

Question 2

The evolution of marketing includes the production era and the selling era.

Accepted Answer

A) True 
 B)False

Question 3

Focus groups and mail-in questionnaires are examples of what kind of research?

Accepted Answer

A)  observation 
B)  secondary 
C)  survey 
D)  organizational 
A)  observation 
B)  secondary 
C)  survey 
D)  organizational

Question 4

What is market research? Define and describe how companies use market research to make better marketing decisions.

Accepted Answer

Market research involves gathering, inte

Question 5

Which of the following are marketers unable to control?

Accepted Answer

A)  distribution of their product 
B)  market supply 
C)  external environment 
D)  economic environment in which they operate 
A)  distribution of their product 
B)  market supply 
C)  external environment 
D)  economic environment in which they operate

Question 6

Survey research involves an interaction between the researcher and the research subjects.

Accepted Answer

A) True 
 B)False

Question 7

Marketing research suggests that the spending habits of immigrants to Canada differ from most other consumers, so many marketers develop strategies for this rapidly growing consumer market. What type of segmentation does this exemplify?

Accepted Answer

A)  density growth segmentation 
B)  demographic segmentation 
C)  product-user segmentation 
D)  psychographic segmentation 
A)  density growth segmentation 
B)  demographic segmentation 
C)  product-user segmentation 
D)  psychographic segmentation

Question 8

While Suzanne is shopping for school supplies, she is approached in the mall by a woman with a clipboard asking questions about her preference for jeans. What has Suzanne become involved in?

Accepted Answer

A)  weighted response data collection 
B)  survey research collection 
C)  observation research collection 
D)  secondary research collection 
A)  weighted response data collection 
B)  survey research collection 
C)  observation research collection 
D)  secondary research collection

Question 9

Marketing has always focused on responding to the needs of customers quickly and completely.

Accepted Answer

A) True 
 B)False

Question 10

Consumer behaviour specifically refers to how people act as they buy products for personal consumption.

Accepted Answer

A) True 
 B)False

Question 11

The marketing concept was a business philosophy that arose in the era of mass production when it became necessary for firms to use "hard sell" techniques to convince customers to buy products that they didn't really want.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following satisfies wants by converting inputs into a finished product?

Accepted Answer

A)  ownership utility 
B)  marketing 
C)  form utility 
D)  production utility 
A)  ownership utility 
B)  marketing 
C)  form utility 
D)  production utility

Question 13

In an effort to broaden its business, music retailer CDz 4U now rents DVDs online. In order to spot trends in consumer interest, CDz 4U has decided to evaluate clickstream data that shows all of the DVDs individual customers click on when visiting their website. What is this company attempting to obtain?

Accepted Answer

A)  primary data 
B)  tertiary data 
C)  secondary data 
D)  survey data 
A)  primary data 
B)  tertiary data 
C)  secondary data 
D)  survey data

Question 14

Brooke and Katie have rented an apartment and are shopping for some cleaning supplies. Brooke chooses name brand items before going to the cashier. Katie notices the price difference between name brand and store brand and asks her friend about her choices. Brooke explains that her mother always uses name brands and taught her that store brands just don't clean as well. Which of the following factors appears to be a major influence on Brooke's choices?

Accepted Answer

A)  psychological factors 
B)  social factors 
C)  cultural factors 
D)  demographic factors 
A)  psychological factors 
B)  social factors 
C)  cultural factors 
D)  demographic factors

Question 15

Many companies want to collect data internationally. What are they most likely to find?

Accepted Answer

A)  Doing so is more expensive than it is worth. 
B)  Telephone interviews are almost always the best (and least expensive) way to obtain the desired data. 
C)  They get better results by hiring research firms with a strong local presence in the areas where the data will be collected. 
D)  It yields little additional insight, because American cultural influences on consumption are so dominant. 
A)  Doing so is more expensive than it is worth. 
B)  Telephone interviews are almost always the best (and least expensive) way to obtain the desired data. 
C)  They get better results by hiring research firms with a strong local presence in the areas where the data will be collected. 
D)  It yields little additional insight, because American cultural influences on consumption are so dominant.

Question 16

When B2B marketers divide the market based on the characteristics of customers, what type of segmentation are they using?

Accepted Answer

A)  product-use market segmentation 
B)  demographic segmentation 
C)  psychographic segmentation 
D)  customer-based market segmentation 
A)  product-use market segmentation 
B)  demographic segmentation 
C)  psychographic segmentation 
D)  customer-based market segmentation

Question 17

Green marketing refers to any strategies used by companies to maximize profits through their promotional efforts.

Accepted Answer

A) True 
 B)False

Question 18

What are the two main approaches used in primary marketing research?

Accepted Answer

A)  observation research and survey research 
B)  the econometric approach and the empirical approach 
C)  longitudinal research and historical research 
D)  private research and public research 
A)  observation research and survey research 
B)  the econometric approach and the empirical approach 
C)  longitudinal research and historical research 
D)  private research and public research

Question 19

A business offers value when customers judge that its products deliver a better relationship between benefits and costs than the competitors' products.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is an example of observation research?

Accepted Answer

A)  sending a mail survey to all customers in a local market area 
B)  recording all of the items a customer clicks on when visiting a Website 
C)  scanning major newspapers and magazines for articles on the subject of the research 
D)  conducting door-to-door interviews 
A)  sending a mail survey to all customers in a local market area 
B)  recording all of the items a customer clicks on when visiting a Website 
C)  scanning major newspapers and magazines for articles on the subject of the research 
D)  conducting door-to-door interviews

What is a disadvantage of observation research?

The evolution of marketing includes the production era and the selling era.

Focus groups and mail-in questionnaires are examples of what kind of research?

What is market research? Define and describe how companies use market research to make better marketing decisions.

Which of the following are marketers unable to control?

Survey research involves an interaction between the researcher and the research subjects.

Marketing research suggests that the spending habits of immigrants to Canada differ from most other consumers, so many marketers develop strategies for this rapidly growing consumer market. What type of segmentation does this exemplify?

While Suzanne is shopping for school supplies, she is approached in the mall by a woman with a clipboard asking questions about her preference for jeans. What has Suzanne become involved in?

Marketing has always focused on responding to the needs of customers quickly and completely.

Consumer behaviour specifically refers to how people act as they buy products for personal consumption.

The marketing concept was a business philosophy that arose in the era of mass production when it became necessary for firms to use "hard sell" techniques to convince customers to buy products that they didn't really want.

Which of the following satisfies wants by converting inputs into a finished product?

Many companies want to collect data internationally. What are they most likely to find?

When B2B marketers divide the market based on the characteristics of customers, what type of segmentation are they using?

Green marketing refers to any strategies used by companies to maximize profits through their promotional efforts.

What are the two main approaches used in primary marketing research?

A business offers value when customers judge that its products deliver a better relationship between benefits and costs than the competitors' products.

Which of the following is an example of observation research?

Business Now: Change Is the Only Constant

Business Ethics and Social Responsibility: Doing Well by Doing Good

Economics: The Framework for Business

The World Market-Place: Business Without Borders

Business Formation: Choosing the Form That Fits

Small Business and Entrepreneurship: Economic Rocket Fuel

Accounting: Decision Making by the Numbers

Finance: Acquiring and Using Funds to Maximize Value

Financial Markets: Allocating Financial Resources

Product and Promotion: Creating and Communicating Value

Distribution and Pricing: Right Product, Right Person, Right Place, Right Price

Management, Motivation, and Leadership: Bringing Business to Life

Human Resource Management: Building a Top-Quality Workforce

Managing Information and Technology: Finding New Ways to Learn and Link

Operations Management: Putting It All Together

Business Communication: Creating and Delivering Messages That Matter

Labour Unions and Collective Bargaining

Business Law

Personal Finance

Filters

Exam 10: Marketing: Building Profitable Customer Connections

What is a disadvantage of observation research?

The evolution of marketing includes the production era and the selling era.

Focus groups and mail-in questionnaires are examples of what kind of research?

What is market research? Define and describe how companies use market research to make better marketing decisions.

Which of the following are marketers unable to control?

Survey research involves an interaction between the researcher and the research subjects.

Marketing research suggests that the spending habits of immigrants to Canada differ from most other consumers, so many marketers develop strategies for this rapidly growing consumer market. What type of segmentation does this exemplify?

While Suzanne is shopping for school supplies, she is approached in the mall by a woman with a clipboard asking questions about her preference for jeans. What has Suzanne become involved in?

Marketing has always focused on responding to the needs of customers quickly and completely.

Consumer behaviour specifically refers to how people act as they buy products for personal consumption.

The marketing concept was a business philosophy that arose in the era of mass production when it became necessary for firms to use "hard sell" techniques to convince customers to buy products that they didn't really want.

Which of the following satisfies wants by converting inputs into a finished product?

Many companies want to collect data internationally. What are they most likely to find?

When B2B marketers divide the market based on the characteristics of customers, what type of segmentation are they using?

Green marketing refers to any strategies used by companies to maximize profits through their promotional efforts.

What are the two main approaches used in primary marketing research?

A business offers value when customers judge that its products deliver a better relationship between benefits and costs than the competitors' products.

Which of the following is an example of observation research?

Business Now: Change Is the Only Constant

Business Ethics and Social Responsibility: Doing Well by Doing Good

Economics: The Framework for Business

The World Market-Place: Business Without Borders

Business Formation: Choosing the Form That Fits

Small Business and Entrepreneurship: Economic Rocket Fuel

Accounting: Decision Making by the Numbers

Finance: Acquiring and Using Funds to Maximize Value

Financial Markets: Allocating Financial Resources

Product and Promotion: Creating and Communicating Value

Distribution and Pricing: Right Product, Right Person, Right Place, Right Price

Management, Motivation, and Leadership: Bringing Business to Life

Human Resource Management: Building a Top-Quality Workforce

Managing Information and Technology: Finding New Ways to Learn and Link

Operations Management: Putting It All Together

Business Communication: Creating and Delivering Messages That Matter

Labour Unions and Collective Bargaining

Business Law

Personal Finance

Filters