Deck 4: Managing Marketing Information to Gain Customer Insights

Question 1

is the systematic collection and analysis of publicly available information about consumers,competitors,and developments in the marketing environment.

A)Competitive marketing intelligence
B)Sales management
C)Marketing data
D)Customer intelligence
E)Value chain management

Answer 1

A

Question 2

is the systematic design,collection,analysis,and reporting of data relevant to a specific marketing situation facing an organization.

A)The marketing information system
B)Marketing research
C)Competitive marketing research
D)Competitive marketing intelligence
E)Causal research

Answer 2

B

Question 3

Juanita Petino operates a dress shop in a suburban mall.Her research budget is very small,so she utilizes low- cost or no- cost methods to gather research data.One method that works very well for her is to change the themes in her local newspaper and radio advertising and watch the result.Juanita is using _ to gather data for marketing decisions.

A)guess work
B)informal surveys
C)ethnographic research
D)secondary sources
E)experimental research

Answer 3

E

Question 4

For a small business manager deciding where to relocate within the city,relevant research will LEAST likely include _.

A)competitors' advertisements
B)traffic- flow patterns in specific areas
C)options for repackaging the company's products
D)informal surveys of customers
E)past sales data

Question 5

Refer to the scenario below to answer the following questions.
Jason West,owner of A- 1 Cleaning,began his enterprise in 2001.Jason's primary focus had been on office cleaning for large corporations.But in recent months Jason had seen a decline in demand for office cleaning.Surprisingly,the competitive environment appeared relatively stable with no new competitors.However,Jason knew that office cleaning is a
high- frequency service that is usually performed daily;therefore,competitors must have been doing something to attract his customers.Building a competitive advantage seemed to be the only option to offset competition.But as Jason pondered his dilemma,he realized that he needed to better understand how customers assess service quality and what they are looking for in a superior cleaning service,prior to building his competitive advantage.
Jason developed a research plan.First,he gathered competitor information-primarily through pamphlets and Web sites,but also from a few phone calls-to find out exactly what competitors offered in their cleaning packages.In addition,Jason obtained from the area Chamber of Commerce an updated list of local corporations to which he would send a short survey.
Though the list of corporations contained 141 local company names,Jason chose to survey 75 of them.To better understand customer service expectations between both small and large corporations,Jason divided his surveys into two categories.The survey questions were designed to extract specific data from respondents with regard to service quality expectations in correlation to service frequency and price.
Jason awaited the results.Though his primary focus had been on large corporations,he was flexible and would aim his efforts differently if needed.
In this scenario,which of the following are examples of competitive marketing intelligence?

A)responses to the surveys Jason sent
B)competitors' pamphlets
C)phone calls made to competitors to learn about their offerings
D)B and C only
E)all of the above

Question 6

Causal research is used to _.

A)quantify observations that produce insights unobtainable through other forms of research
B)test hypotheses about cause- and- effect relationships
C)uncover information in an unstructured way
D)describe marketing problems or situations
E)gather preliminary information that will help define problems

Question 7

When ZIBA designers looking for ideas on how to craft a shower- cleaning tool spent 10 days in people's homes,watching consumers wash shower stalls,they were conducting

A)survey
B)personal
C)experimental
D)secondary
E)ethnographic

Question 8

Tasoula Jeannopoulos has a limited budget for the market research she needs to conduct;however,the sample size for her research is quite large.Which of the following methods of contact would provide Tasoula with the most cost- effective way to reach a large sample of potential customers?

A)focus group interviews
B)Internet surveys
C)personal interviews
D)telephone surveys
E)mail surveys

Question 9

When managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch to get reactions,they are using .

A)direct marketing
B)experiments
C)marketing intelligence
D)informal surveys
E)observation

Question 10

Which of the following is LEAST likely to be a benefit of conducting marketing research?

A)measuring the effectiveness of pricing and accounting
B)assessing market potential and market share
C)understanding customer motivation
D)understanding customer satisfaction and purchase behavior
E)measuring the effectiveness of distribution and promotion activities

Question 11

In the second step of the marketing research process,research objectives should be translated into specific .

A)research methods
B)information needs
C)information sources
D)dollar amounts
E)marketing goals

Question 12

After a research instrument is selected,the next step in the marketing research process is

A)selecting a sampling method
B)implementing the research plan
C)interpreting the findings
D)selecting a research approach
E)collecting secondary data

Question 13

Walmart sends a trained observer to watch and interact with customers as they shop in a Walmart store.This is an example of _.

A)survey research
B)secondary research
C)descriptive research
D)experimental research
E)ethnographic research

Question 14

You want to observe how often consumers listen to music throughout their day and what different audio devices they use.You are also interested in how consumers store and access their own music collections.You should conduct _ research.

A)secondary
B)causal
C)exploratory
D)survey
E)experimental

Question 15

The best approach for researchers to take to guard consumer privacy includes all of the following EXCEPT which one?

A)Use information responsibly to provide value.
B)Ask only for the information needed.
C)Avoid sharing information without the customer's permission.
D)Fully explain to the respondents how the information will be used.
E)Sell the information only when it is financially worthwhile.

Question 16

What is a major drawback of probability sampling?

A)It can be time consuming.
B)The sampling error cannot be measured.
C)Marketers must rely on the judgment of the researcher in respondent selection.
D)Everyone has an equal chance of selection.
E)The most difficult population from which to obtain information is chosen.

Question 17

Carls Jr.came out with a new hamburger and released it in two different cities with two different price points.Marketers at Carls Jr.then analyzed the different levels of purchase made at the two different price points,planning on using the information to help them set a nationwide price for the new offering.This is an example of .

A)survey research
B)observational research
C)experimental research
D)qualitative research
E)behavioral research

Question 18

Marketing information from which type of database usually can be accessed more quickly and cheaply than other information sources?

A)LexisNexis
B)Radian's
C)MONITOR
D)external
E)internal

Question 19

Fredia Pellerano has just discovered the major advantage of survey research.She reports to her supervisor that the advantage is its .

A)interactive design
B)simplicity
C)flexibility
D)ease of completion
E)understandability

Question 20

A good MIS balances the information users would against what they really and what is .

A)like to have;need;feasible to offer
B)use;have to use;available
C)need;like;feasible
D)need;can afford;used by the competition
E)like;can analyze;needed

Question 21

Ethnographic research .

A)is gathered where people live and work
B)provides secondary data
C)is most popular in the service sector
D)provides data to marketers when observation is impossible
E)comes from traditional focus groups

Question 22

You want to find out whether Americans between 21 and 40 years of age tend to vote Democratic and whether Americans between 41 and 70 tend to vote Republican.You will most likely use a to collect your data.

A)judgment sample
B)convenience sample
C)simple random sample
D)mechanical device
E)stratified random sample

Question 23

Marialba Hooper is conducting marketing research for a company that is investigating the possibility of entering multiple international markets.As Marialba plans her research in 30 different countries,upon which of the following is she LEAST likely to rely?

A)personal interviews
B)the same research steps domestic researchers use
C)free secondary data
D)translators
E)primary data collected for the purpose of her research

Question 24

As a small business consultant,you recommend to your clients that they use no- cost methods of observation to gather market research.Which of the following are you NOT likely to recommend your clients do?

A)evaluate how many and what kind of customers they currently have
B)monitor competitors' advertising from local media
C)observe vehicle and pedestrian traffic
D)visit and socialize with competitors
E)hire additional staff to observe extensively

Question 25

In general,marketers must weigh carefully the costs of additional information against the resulting from it.

A)organization
B)ethical issues
C)cost
D)creativity
E)benefits

Question 26

Del Monte has created a(n)_ called "I Love My Dog";this online community allows company- selected dog enthusiasts to complete product- related polls,chat with product developers,and provide feedback about specific products.

A)immersion focus group
B)Internet survey
C)custom social network
D)online experiment
E)expert panel

Question 27

Which of the following statements is NOT true regarding information collected for marketers?

A)Most managers do not need more information.
B)Many managers are burdened by data overload.
C)Most managers need better information.
D)Managers have enough of the right information.
E)Many managers lack information of the right kind.

Question 28

The objective of research is to gather preliminary information that will help define the problem and suggest hypotheses.

A)causal
B)primary
C)exploratory
D)descriptive
E)secondary

Question 29

Survey research is LEAST likely to be conducted through which of the following?

A)personal interview
B)the Web
C)the mail
D)observation
E)the telephone

Question 30

Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings.However,if the sample size is too small,it is likely to be difficult to _ .

A)generalize from the results
B)encourage honest responses to questions
C)orchestrate cooperation among participants
D)develop a nonprobability sample
E)find enough secondary data to support the findings

Question 31

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

A)experimental hypotheses
B)competitive marketing intelligence
C)secondary data
D)primary data
E)internal data

Question 32

You have decided to use only closed- ended questions on your survey.Which of the following questions would NOT be found on your survey?

A)What is your gender?
B)Do you work full- time or part- time?
C)In which month do you plant your garden?
D)What do you like about your teacher?
E)Do you like chocolate?

Question 33

Which of the following is NOT an advantage of Web- based research?

A)almost instantaneous results
B)ease of administration
C)speed
D)control over who respondents are
E)low costs

Question 34

What is the first step in the marketing research process?

A)hiring an outside research specialist
B)developing the research plan for collecting information
C)defining the problem and research objectives
D)developing a marketing information system
E)implementing the research plan

Question 35

Despite the data glut that marketing managers receive,they are most likely to complain that they lack which of the following?

A)enough information of the right kind
B)secondary information
C)timely information
D)primary information
E)searchable information

Question 36

Nielsen and the MONITOR are two sources that provide .

A)causal research designs
B)secondary data
C)mechanical devices
D)primary data
E)reality mining data

Question 37

Marketing information is only valuable when it is used to .

A)expand management's job
B)make better marketing decisions
C)identify a target market
D)please shareholders
E)increase efficiencies in the supply chain

Question 38

Which form of data below can usually be obtained more quickly and at a lower cost than the others?

A)experimental research
B)survey research
C)observational research
D)primary
E)secondary

Question 39

In marketing research,managers often start with research and later follow with research.

A)causal;exploratory or secondary
B)descriptive;secondary or commercial
C)descriptive;exploratory or secondary
D)causal;descriptive or exploratory
E)exploratory;descriptive or causal

Question 40

You have decided to use only open- ended questions on your survey.Which of the following questions would NOT be found on your survey?

A)Why is voting important to you?
B)What are the most important qualities in a friend?
C)How many cars does your family own?
D)What is your best childhood memory?
E)Where did you spend your last vacation?

Question 41

Which of the following contact methods has the poorest response rate?

A)telephone
B)group interviewing
C)online
D)mail
E)personal interviewing

Question 42

Which form of marketing research is flexible,allows for explanation of difficult questions,and lends itself to showing products and advertisements?

A)telephone surveys
B)ethnographic research
C)individual interviewing
D)observational research
E)Internet surveys

Question 43

Which of the following is true about customer relationship management (CRM)?

A)Its aim is to increase the efficiency of each customer touch point.
B)Most companies who first implemented CRM have greatly benefited from the results.
C)Its aim is to maximize customer loyalty.
D)It relies on information produced through primary research.
E)Its aim is to maximize profit margins.

Question 44

Secondary data consists of information .

A)that already exists but was collected for a different purpose
B)that already exists somewhere but is outdated
C)used by competitors
D)that does not currently exist in an organized form
E)that researchers can only obtain through surveys and observation

Question 45

Researchers generally need to ask three questions when developing a sampling plan.Which of the questions below is one of these three?

A)Why should respondents be selected (sampling justification)?
B)How should participants be chosen (sampling procedure)?
C)Who should be left out of the sample (sampling exclusion)?
D)How should we contact the sample (sampling approach)?
E)none of the above

Question 46

Many major companies have created the position of to address concerns about the privacy of customers.

A)chief behavioral analyst
B)data warehouse manager
C)chief customer loyalty manager
D)ethics manager
E)chief privacy officer

Question 47

Which of the following is an example of a free online database that a company could access in order to develop marketing intelligence?

A)Hoover's
B)the U.S.Security and Exchange Commission's database
C)LexisNexis
D)the MONITOR
E)Nielsen

Question 48

Your colleague is confused about using the marketing research process,as he knows that something is wrong but is not sure of the specific causes to investigate.He seems to be having problems with ,which is often the hardest step to take.

A)selecting a research agency to help
B)determining a research approach
C)developing the research plan
D)defining the problem and research objectives
E)C and D

Question 49

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

A)activities of competitors
B)key customers
C)causal research
D)suppliers
E)resellers

Question 50

Typically,customer information is buried deep in separate databases,plans,and records of many different company functions and departments.To overcome such problems,which of the following should you try?

A)a marketing information system
B)decreased marketing intelligence
C)customer relationship management
D)more sophisticated hardware
E)customer satisfaction management

Question 51

Maryann Rose is conducting research to determine consumers' personal grooming habits.Because of the personal nature of the survey questions about this topic,Maryann wants to select the contact method that is most likely to encourage respondents to answer honestly and that will allow her to easily collect large amounts of data.Which contact method should Maryann select?

A)telephone interviews
B)mail questionnaires
C)immersion group interviews
D)individual interviews
E)focus group interviews

Question 52

A successful CRM program can be expected to help a company achieve all of the following EXCEPT _ .

A)creating offers tailored to specific customer requirements
B)understanding the competition better
C)providing higher levels of customer service
D)developing deeper customer relationships
E)understanding how to better build the marketing mix

Question 53

A marketing information system (MIS)consists of people and procedures to assess information needs,,and help decision makers analyze and use the information.

A)experiment to develop information
B)develop the needed information
C)question the needed information
D)critique the needed information
E)test market the information

Question 54

Which method would a marketing researcher most likely use to obtain information that people are unwilling or unable to provide?

A)focus group
B)questionnaire
C)survey
D)personal interview
E)observational

Question 55

Which of the following is NOT a potential source for competitive marketing intelligence?

A)collecting primary data
B)monitoring competitors' sales
C)purchasing competitors' products
D)talking with purchasing agents
E)looking through competitors' garbage

Question 56

In CRM,techniques are used to sift through data and dig out interesting findings about customers.

A)customer loyalty management
B)value network
C)data warehousing
D)customer strategy
E)data mining

Question 57

Information collected from online databases is an example of data.

A)secondary
B)ethnographic
C)observational
D)experimental
E)primary

Question 58

Observational research is best suited for gathering information.

A)secondary
B)dependent
C)exploratory
D)competitive
E)causal

Question 59

Malaya Ramirez is organizing marketing research in Central American countries for a large American corporation that is interested in expanding its market.The survey Malaya is using was written in English and then translated into Spanish for use by Spanish- speaking respondents.Which of the following is it most important for Malaya do before administering this questionnaire to a sample of the market?

A)have the questionnaire translated back into English to check for accuracy
B)decide whether to focus on primary or secondary data
C)determine which type of research instrument to use
D)determine whether to focus on descriptive or causal objectives
E)make sure that the survey includes both open- ended and closed- ended questions

Question 60

What is the purpose of a data warehouse?

A)to gather and integrate information a company already has
B)to organize internal and external data by relevance
C)to identify and discard outdated data
D)to interpret data
E)to analyze data

Question 61

To address concerns about the misuse of research study findings,several highly regarded marketing associations have developed .

A)chief privacy officer job descriptions
B)bans against using data collected through online surveys
C)behavioral targeting "Do Not Track" lists
D)customer relationship management guidelines
E)codes of research ethics

Question 62

Which step in the four- step marketing research process has been left out of the following list: defining the problems and research objectives,implementing the research plan,and interpreting and reporting the findings?

A)developing the research budget
B)developing the research plan
C)choosing the research agency
D)choosing the research method
E)comparing and contrasting primary and secondary data

Question 63

Which of the following statements regarding competitive marketing intelligence is true?

A)Competitive marketing intelligence relies upon privately held information.
B)Competitive marketing intelligence gathering is more focused on gaining insights into consumers' activities than competitors' activities.
C)All competitive marketing intelligence is available for free.
D)The advantage of using competitive marketing intelligence is negligible.
E)Competitive marketing intelligence relies upon publicly available information.

Question 64

Refer to the scenario below to answer the following questions.
Jason West,owner of A- 1 Cleaning,began his enterprise in 2001.Jason's primary focus had been on office cleaning for large corporations.But in recent months Jason had seen a decline in demand for office cleaning.Surprisingly,the competitive environment appeared relatively stable with no new competitors.However,Jason knew that office cleaning is a
high- frequency service that is usually performed daily;therefore,competitors must have been doing something to attract his customers.Building a competitive advantage seemed to be the only option to offset competition.But as Jason pondered his dilemma,he realized that he needed to better understand how customers assess service quality and what they are looking for in a superior cleaning service,prior to building his competitive advantage.
Jason developed a research plan.First,he gathered competitor information-primarily through pamphlets and Web sites,but also from a few phone calls-to find out exactly what competitors offered in their cleaning packages.In addition,Jason obtained from the area Chamber of Commerce an updated list of local corporations to which he would send a short survey.
Though the list of corporations contained 141 local company names,Jason chose to survey 75 of them.To better understand customer service expectations between both small and large corporations,Jason divided his surveys into two categories.The survey questions were designed to extract specific data from respondents with regard to service quality expectations in correlation to service frequency and price.
Jason awaited the results.Though his primary focus had been on large corporations,he was flexible and would aim his efforts differently if needed.
Jason wanted to better understand how his customers assess service quality.This is an example of a .

A)research objective
B)research approach
C)research method
D)research plan
E)marketing research problem

Question 65

Survey research,though used to obtain many kinds of information in a variety of situations,is best suited for gathering information.

A)exploratory
B)causal
C)interpersonal
D)creative
E)descriptive

Question 66

Which of the following contact methods is generally the LEAST flexible?

A)Internet surveys
B)telephone
C)online panels
D)personal
E)mail

Question 67

Focus group interviewing is a research tool for gaining insights into consumer thoughts and feelings.

A)qualitatitve
B)competitive
C)secondary
D)quantitative
E)causal

Question 68

Nathan Zabalas owns a regional chain of drug stores.Before expanding nationwide,Nathan is conducting marketing research to determine the best options for opening new stores.He plans to start by collecting secondary data.Which of the following is NOT a source of secondary data that Nathan might use?

A)local chambers of commerce
B)Web search engines
C)commercial online databases
D)online questionnaires
E)Yankelovich's Monitor

Question 69

Which of the following is NOT a disadvantage of telephone interviews?

A)Under time pressures,some interviewers might cheat.
B)Interviewers can explain some questions and probe more deeply on others.
C)Potential respondents may refuse to participate.
D)Interviewer bias is introduced.
E)They are more expensive to conduct than mail questionnaires.

Question 70

Which of the following is a disadvantage of online focus groups?

A)The format of focus groups can be varied.
B)The cost of online focus groups is greater than that of most other qualitative research methods.
C)Results take longer to tabulate and analyze.
D)Participants must be in a central location.
E)The Internet format can lack the real- world group dynamics of in- person focus groups.

Question 71

For primary data to be useful to marketers,it must be relevant,current,unbiased,and .

A)accurate
B)collected before secondary data
C)inexpensive
D)experimental
E)descriptive

Question 72

Frito- Lay's _ gathers daily sales data and sorts it by product line and by region.The marketing managers use the data to evaluate the market share of different Frito- Lay products compared to one another and to competing snack foods in each region where the company does business.

A)competitive marketing intelligence system
B)case study
C)acquired database
D)marketing information system
E)commercial research

Question 73

Because of the scarcity of good secondary data,international researchers often must collect their own primary data.An initial problem with this collection is developing good _ .

A)research firms
B)relations with channel members
C)customer relationships with nationals
D)samples
E)analytical models

Question 74

It is most accurate to say that secondary data are .

A)collected mostly via surveys
B)never purchased from outside suppliers
C)more expensive to obtain than primary data
D)not always very usable
E)always necessary to support primary data

Question 75

Diana Dion is currently researching data sources from within her company to make marketing decisions.Diana is making use of _ databases.

A)external
B)online
C)internal
D)public
E)search service

Question 76

ABC Company has decided to use mail questionnaires to collect data.This method has all the following advantages EXCEPT which one?

A)may encourage more honest answers
B)has an average response rate
C)low cost per respondent
D)no interviewer to bias respondents' answers
E)can collect large amounts of information

Question 77

Which of the following is the best advice about creating research questionnaires?

A)Ask personal questions in the middle of the instrument.
B)Avoid any personal questions that may make some respondents uncomfortable.
C)Ask difficult questions in the beginning to "weed out" uninterested respondents.
D)Use simple and direct language.
E)Questions should not be arranged in any particular order.

Question 78

Anna Gregory just read a marketing research report about the top 25 countries that purchase American products.What would the report most likely say about international research involving these countries?

A)Despite the costs of international research,the costs of not doing it are higher.
B)It is on the decrease due to high costs.
C)The costs are higher than the benefits.
D)There is a lack of qualified research personnel.
E)Interpretations of data are consistent among different countries.

Question 79

A consumer is most likely to be paid a small fee for participating in which of the following?

A)an observational interview
B)a focus group interview
C)an Internet survey
D)a mail- in survey
E)a telephone interview

Question 80

Small organizations can obtain,with relatively little effort,most of which type of data available to large businesses?

A)secondary
B)experimental
C)primary
D)ethnographic
E)touch point