Deck 8: Marketing Research and Personalization Strategies

Question 1

Personalization and user profiling strategies include each of the following EXCEPT:

A)Segmenting the market based on demographics.
B)Using questionnaires to collect information directly from the user.
C)Placing cookies on a user's hard drive to collect information with or without the user's knowledge.
D)Building from previous purchases or purchase patterns.

Answer 1

Using questionnaires to collect information directly from the user.

Question 2

Issues related to trust in EC include all of the following EXCEPT:

A)As a result of trust-transference programs through portal affiliation, seal of approval programs, online shopping communities, and customer endorsements, customers are fully confident in online purchasing transactions.
B)When parties trust each other, they have confidence that transaction partners will keep their promises. However, both parties in the transaction assume some risk.
C)Trust is particularly important in global EC transactions due to the difficulty of taking legal action in cases of a dispute or fra
D).

Answer 2

Trust is particularly important in global EC transactions due to the difficulty of taking legal action in cases of a dispute or fra

Question 3

Social class, lifestyle, personality, and activities are descriptors used in ___________ market segmentation.

A)Geographic
B)Demographic
C)Psychographic
D)Cognitive, affective, behavioral

Answer 3

Cognitive, affective, behavioral

Question 4

According to Inmon, B2C clickstream data can reveal information each of the following EXCEPT:

A)What goods the customer wanted to but could not find.
B)What goods the customer examined but did not purchase.
C)Which ads and promotions were effective and which were not.
D)Whether there are too many products for the customer to wade through.

Question 5

Web analytics and mining tools and services:

A)Simply report which pages were clicked and how long a visitor stayed there.
B)Offer advanced functions that help marketers decide which products to promote, and merchandisers achieve a better understanding of the nature of demand.
C)Are used to redesign web sites quickly and on the fly.
D)Provide most companies with knowledge about how to use clickstream data effectively.

Question 6

Internal records are an important source of information. Which of the following are not deemed as internal records?

A)Marketing and sales records.
B)Competitor information.
C)Accounting records.
D)Customer service records.

Question 7

Dunn and Bradstreet is the world's largest research organization that specializes in information management and marketing intelligence. Which is one of its largest subsidiaries that are focused upon the retail industry?

A)Nielsen.
B)Info Act Workstation.
C)Homescan.
D)Key Account Scantrack.

Question 8

There are various types of research designed to obtain different types of information. What type of research is used to define problems and suggest hypotheses?

A)Secondary research.
B)Descriptive research.
C)Primary research.
D)Causal research.

Question 9

Which of the following is not a defined use of marketing research?

A)To identify and define marketing opportunities and problems.
B)To improve understanding of the marketing process.
C)To generate, refine and evaluate marketing actions.
D)To justify previous marketing decisions.

Question 10

Which of the following is not a sales forecasting method?

A)Leading indicators.
B)Binomial regression.
C)Time lag analysis.
D)Time series analysis.

Question 11

What type of research would be appropriate in the following situation? Nestlé wants to investigate the impact of children on their parents' decisions to buy breakfast foods.

A)Focus groups.
B)Qualitative research.
C)Secondary research.
D)Quantitative research.

Question 12

What type of research would be appropriate in the following situation? A college or university bookshop wants to get some insights into how students feel about the shop's merchandise, prices and service.

A)Qualitative research.
B)Mixed methodology.
C)Quantitative research.
D)Focus groups.

Question 13

What type of research would be appropriate in the following situation? L'Oreal wants to determine whether a new line of deodorants for teenagers will be profitable

A)Quantitative research.
B)Mixed methodology.
C)Focus groups.
D)Primary research.

Question 14

Why is market research an essential tool for the marketing manager?

A)Monitor changing needs and attitudes, etc.
B)Develop more appropriate marketing mixes.
C)Monitor progress and diagnose the root causes of marketing problems.
D)Define and locate market segments.

Question 15

__________________________ require either major change in an area of behavior that is relatively unimportant to the individual or a minor change in an area of behavior that is very important to the user.

A)Technologically continuous innovations
B)Dynamically continuous innovations
C)Differentiated continuous innovations
D)Subordinate influenced continuous innovations

Question 16

Probably the most important factor to the success of an innovation is its perceived _____________________, that is, the extent to which it is viewed as providing clear benefits for the target market that are superior to those offered by competitive market offering.

A)Continuous Advantage
B)Pro-Bias Advantage
C)Competitive Advantage
D)Relative Advantage

Question 17

Being the first firm to market a product successfully in an emerging market often leads to what is called the _____________________.

A)Relative Advantage
B)Pioneering Advantage
C)Comparative Advantage
D)Success Advantage

Question 18

The __________________ of an innovation refers to the extent to which the innovation is consistent with present needs, motives, values, beliefs, and behaviors.

A)Complexity
B)Adoption Process
C)Consumption Paradigms
D)Compatibility

Question 19

_______________________ or consumers' ability to try out an innovation without incurring risk to valued resources (financial, esteem, status, time, information), is another factor critical to successful diffusion of innovations.

A)Trialability
B)Observability
C)Complexity
D)Plausibility

Question 20

The ________________ refers to the spread of an innovation from its creative source across space and time.

A)Flow Process
B)Diffusion Process
C)Distribution Process
D)Channeling Process

Question 21

By ___________________, we mean a preference for existing, familiar products, and behaviors over novel ones.

A)Continuous Innovations
B)Discontinuance
C)Innovation Resistance
D)Discontinuous Innovations