Question 1

The problem with using marketing research tools to understand customer needs is that customers may not be able to articulate their needs.

Accepted Answer

A) True 
 B)False

Question 2

A data collection method where the moderator engages one respondent in a conversation for at least 60 minutes is referred to as a survey.

Accepted Answer

A) True 
 B)False

Question 3

All questionnaires contain questions about feelings and attitudes, behaviour, and demographic variables.

Accepted Answer

A) True 
 B)False

Question 4

What are the three classes of questions that all questionnaires contain?

Accepted Answer

All questionnaires ask three c

Question 5

When Arbol Industries' sales professionals adopted the practice of visiting their customers at their place of work, they

Accepted Answer

A)  commoditized their products. 
B)  better understood their customers' needs and uncovered opportunities. 
C)  offered complementary products and services. 
D)  targeted multiple audience segments. 
E)  developed a "push" strategy. 
A)  commoditized their products. 
B)  better understood their customers' needs and uncovered opportunities. 
C)  offered complementary products and services. 
D)  targeted multiple audience segments. 
E)  developed a "push" strategy.

Question 6

A data collection method where the moderator engages one respondent in a conversation for at least 60 minutes is referred to as

Accepted Answer

A)  a depth interview. 
B)  a focus group. 
C)  an online survey. 
D)  a telephone survey. 
E)  an in-store survey. 
A)  a depth interview. 
B)  a focus group. 
C)  an online survey. 
D)  a telephone survey. 
E)  an in-store survey.

Question 7

Questionnaires are good for counting and summarizing results, but not for generating ideas.

Accepted Answer

A) True 
 B)False

Question 8

A focus group is a great way to explore the dimensions of a problem.

Accepted Answer

A) True 
 B)False

Question 9

An advantage of secondary research is that

Accepted Answer

A)  you conduct the research yourself. 
B)  it takes longer than primary research. 
C)  it can be expensive. 
D)  you may find the answer you are researching. 
E)  there are few sources of secondary data. 
A)  you conduct the research yourself. 
B)  it takes longer than primary research. 
C)  it can be expensive. 
D)  you may find the answer you are researching. 
E)  there are few sources of secondary data.

Question 10

List the advantages of secondary research.

Accepted Answer

There are several advantages to conducti

Question 11

Using the introduction of the Sony Walkman as an example, explain how Sony didn't just understand customer needs, but "created" them.

Accepted Answer

Sony realized that consumers could not i

Question 12

Secondary research cannot identify what gaps exist in knowledge or what traps to avoid.

Accepted Answer

A) True 
 B)False

Question 13

When FedEx, the overnight package delivery company, bought Kinko's, the document printing company, they became an example of a company that

Accepted Answer

A)  acts first, then tweaks later. 
B)  co-creates customer value. 
C)  treats the whole world as a research firm. 
D)  looks across the chain of buyers. 
E)  looks at substitute industries. 
A)  acts first, then tweaks later. 
B)  co-creates customer value. 
C)  treats the whole world as a research firm. 
D)  looks across the chain of buyers. 
E)  looks at substitute industries.

Question 14

By offering food services at movie theatre complexes so that patrons can get a meal before the show, movie theatre companies are creating value by

Accepted Answer

A)  considering substitute industries. 
B)  offering complementary services. 
C)  targeting multiple audience segments. 
D)  making an emotional connection with audiences. 
E)  creating partnerships. 
A)  considering substitute industries. 
B)  offering complementary services. 
C)  targeting multiple audience segments. 
D)  making an emotional connection with audiences. 
E)  creating partnerships.

Question 15

Common sources of secondary data include the government, educational institutions, and professional associations.

Accepted Answer

A) True 
 B)False

Question 16

Common sources for secondary research include

Accepted Answer

A)  focus groups. 
B)  depth interviews. 
C)  ethnographies. 
D)  company employees. 
E)  professional associations. 
A)  focus groups. 
B)  depth interviews. 
C)  ethnographies. 
D)  company employees. 
E)  professional associations.

Question 17

One problem that companies face is that by the time the research takes place,

Accepted Answer

A)  the marketing budget is spent. 
B)  competitors beat them to the marketplace. 
C)  the market opportunity may have passed. 
D)  the secondary research is outdated. 
E)  the focus group participants are no longer customers. 
A)  the marketing budget is spent. 
B)  competitors beat them to the marketplace. 
C)  the market opportunity may have passed. 
D)  the secondary research is outdated. 
E)  the focus group participants are no longer customers.

Question 18

The really smart companies do not merely understand customer needs; they create them.

Accepted Answer

A) True 
 B)False

Question 19

By allowing customers to customize their bear and meet an unlimited set of needs, Build-A-Bear is

Accepted Answer

A)  conducting market research. 
B)  segmenting their target audience. 
C)  maximizing resources. 
D)  communicating key messages to customers. 
E)  involving the customer in the innovation process. 
A)  conducting market research. 
B)  segmenting their target audience. 
C)  maximizing resources. 
D)  communicating key messages to customers. 
E)  involving the customer in the innovation process.

Question 20

When trying to understand why its customers might tattoo the brand name on their bodies, Harley Davidson might turn to

Accepted Answer

A)  focus groups. 
B)  ethnography. 
C)  depth interviews. 
D)  online surveys. 
E)  customer satisfaction surveys. 
A)  focus groups. 
B)  ethnography. 
C)  depth interviews. 
D)  online surveys. 
E)  customer satisfaction surveys.

Exam 30: Understanding Customer Needs

The problem with using marketing research tools to understand customer needs is that customers may not be able to articulate their needs.

A data collection method where the moderator engages one respondent in a conversation for at least 60 minutes is referred to as a survey.

All questionnaires contain questions about feelings and attitudes, behaviour, and demographic variables.

What are the three classes of questions that all questionnaires contain?

When Arbol Industries' sales professionals adopted the practice of visiting their customers at their place of work, they

A data collection method where the moderator engages one respondent in a conversation for at least 60 minutes is referred to as

Questionnaires are good for counting and summarizing results, but not for generating ideas.

A focus group is a great way to explore the dimensions of a problem.

An advantage of secondary research is that

List the advantages of secondary research.

Using the introduction of the Sony Walkman as an example, explain how Sony didn't just understand customer needs, but "created" them.

Secondary research cannot identify what gaps exist in knowledge or what traps to avoid.

When FedEx, the overnight package delivery company, bought Kinko's, the document printing company, they became an example of a company that

By offering food services at movie theatre complexes so that patrons can get a meal before the show, movie theatre companies are creating value by

Common sources of secondary data include the government, educational institutions, and professional associations.

Common sources for secondary research include

One problem that companies face is that by the time the research takes place,

The really smart companies do not merely understand customer needs; they create them.

By allowing customers to customize their bear and meet an unlimited set of needs, Build-A-Bear is

When trying to understand why its customers might tattoo the brand name on their bodies, Harley Davidson might turn to

Microbial Life: Origin and Discovery

Observing the Microbial Cell

Cell Structure and Function

Bacterial Culture, Growth, and Development

Environmental Influences and Control of Microbial Growth

Viruses

Genomes and Chromosomes

Transcription, Translation, and Bioinformatics

Gene Transfer, Mutations, and Genome Evolution

Molecular Regulation

Viral Molecular Biology

Bio-techniques and Synthetic Biology

Energetics and Catabolism

Electron Flow in Organotrophy, Lithotrophy, and Phototrophy

Biosynthesis

Food and Industrial Microbiology

Origins and Evolution

Bacterial Diversity

Archaeal Diversity

Eukaryotic Diversity

Microbial Ecology

Microbes in Global Elemental Cycles

Human Microbiota and Innate Immunity

The Adaptive Immune Response

Microbial Pathogenesis

Microbial Diseases

Antimicrobial Therapy

Clinical Microbiology and Epidemiology

What Do Winning Organizations Do Well

Choosing Which Customers to Serve

Developing a Strong Marketing Plan

Product and Brand Strategies

Pricing Strategies

Channel Strategies

Marketing Communications Strategies

Delivering Customer Value

Building a Customer-Focused Business

Customer Attraction, Satisfaction, and Retention Strategies

Building the Marketing Organization of the Future

Filters