Deck 5: 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)Marketing data
B)Competitive Marketing intelligence
C)Sales management
D)Customer intelligence
E)Competitive intelligence

Answer 1

B

Question 2

The ________ must monitor the marketing environment to provide decision makers with information they should have to better understand customers.

A)organization
B)head researcher
C)marketing intelligence system
D)marketing team
E)online system

Answer 2

C

Question 3

________ means having fresh understandings of customers and the marketplace derived from marketing information, which form the basis of customer value and relationships.

A)A marketing information system
B)Customer insight
C)An internal database
D)Secondary data
E)A focus group

Answer 3

B

Question 4

The real value of a company's marketing research and information system lies in the ________.

A)amount of data it generates
B)variety of contact methods it uses
C)efficiency with which it completes studies
D)quality of customer insights it provides
E)marketing information system it follows

Question 5

Which of the following is false about marketing research?

A)Marketing research provides marketers insight into customers' motivations.
B)Marketing research helps marketers identify customer purchase behaviours and satisfaction.
C)Marketing research helps marketers assess product market potential.
D)Marketing research provides immediate revenue for the firm.
E)Marketing research enables marketers see the effectiveness of their promotion activities.

Question 6

Which of the following statements about competitive marketing intelligence is false?

A)Marketing intelligence is used to gain early warnings of competitor moves and strategies.
B)Marketing intelligence is used to stop competitors' new-product launches.
C)Marketing intelligence is used to gain awareness about new or changing markets.
D)Marketing intelligence is used to study potential competitive strengths and weaknesses.
E)Marketing intelligence can be collected from people inside the company.

Question 7

Which of the following statements is true regarding information collected by marketers?

A)Managers lack information.
B)Most managers need more information.
C)Many managers need better information.
D)Most managers are burdened by data.
E)Managers have the right information and they have enough of it.

Question 8

Your colleagues are confused about using the marketing research process, as they know that something is wrong but are not sure of the specific causes to investigate. They seem to be having problems with ________, which is often the hardest step to take.

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

Question 9

Four common sources of internal data supplied to internal databases include the accounting department, operations, the sales force, and the ________.

A)owners
B)stockholders
C)marketing department
D)competition
E)Web

Question 10

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

A)external
B)LexisNexis
C)DataStar
D)internal
E)ProQuest

Question 11

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

A)need; like; feasible
B)like; can afford; needed
C)like to have; need; feasible to offer
D)need; can afford; useful
E)use; have to use; available

Question 12

Which of the following statements regarding marketing intelligence is true?

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

Question 13

Which of the following is considered a source of marketing intelligence?

A)rooting through competitor's garbage
B)internal accounting records
C)monitoring staff emails
D)internal causal research
E)suppliers' private annual reports

Question 14

Competitor intelligence can be collected ________.

A)only from people outside the company
B)from suppliers, resellers, and customers
C)from monitoring the company's own website
D)only from internal sources
E)only from official corporate documents

Question 15

________ 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)Exploratory research
D)Observational research
E)Causal research

Question 16

Besides "management," a marketing information system can also serve ________.

A)producers
B)IT companies
C)governments
D)marketing services agencies
E)competitors

Question 17

Good marketing programs begin with ________.

A)good customer information
B)an abundance of information on international market activities
C)lots of information
D)company insights
E)descriptive research

Question 18

To create value for customers and build meaningful relationships with them, marketers must ultimately ________.

A)perform thorough ethnographic research
B)implement marketing intelligence
C)gain a deep understanding of customers' needs and wants
D)provide attractive promotions
E)make consumers loyal

Question 19

Marketing intelligence can help ________ to gain insights into how customers talk about and connect with their brand.

A)salespeople
B)competitors
C)management
D)marketers
E)purchasing agents

Question 20

Many companies have even appointed ________, who are charged with sifting through online customer conversations and passing along key insights to marketing decision makers.

A)chief listening officers
B)researchers
C)marketing experts
D)focus groups
E)employees

Question 21

Experimental research is best suited for gathering ________ information.

A)exploratory
B)causal
C)attitudinal
D)interactive
E)descriptive

Question 22

Secondary data consists of information ________.

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

Question 23

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

A)observational research
B)focus groups
C)personal interviews
D)Internet surveys
E)questionnaires

Question 24

Of the following combinations, managers would be most likely to start with ________ research and later follow with ________ research.

A)exploratory; causal
B)descriptive; causal
C)descriptive; exploratory
D)causal; descriptive
E)causal; exploratory

Question 25

Ethnographic research ________.

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

Question 26

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

A)flexibility
B)interactive design
C)ease to complete
D)understandability
E)simplicity

Question 27

Your assistant wants to use secondary data exclusively for the current marketing research project. Which of the following statements is false regarding secondary data?

A)It may not exist.
B)It may not be relevant.
C)It may not be impartial.
D)It is generally more expensive to obtain than primary data.
E)It may not be current.

Question 28

Which of the steps in the marketing research process includes the following: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings?

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

Question 29

Which of the following is one of the best advantages of conducting research using telephone interviews?

A)control of sample
B)flexibility
C)speed of data collection
D)response rate
E)cost

Question 30

Which of the following is true of ethnographic research?

A)It is conducted within traditional focus groups.
B)It provides a window into customers' unconscious actions and unexpressed needs and feelings.
C)It provides researchers with secondary data.
D)It is most popular in the service sector.
E)It is a research option when observation is not possible.

Question 31

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

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

Question 32

A poor method for conducting survey research is ________.

A)the Web
B)the mail
C)the telephone
D)observation
E)person-to-person interactions

Question 33

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

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

Question 34

Information collected from online databases on the Internet is an example of ________ data.

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

Question 35

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

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

Question 36

ABC Company has decided to use mail questionnaires to collect data. Management recognizes this method has the following advantage.

A)flexibility
B)speed of data collection
C)control of interviewer effects
D)response rate
E)control of subject

Question 37

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

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

Question 38

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

A)descriptive
B)exploratory
C)causal
D)corrective
E)descriptive and exploratory

Question 39

It is most accurate to say that secondary data are ________.

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

Question 40

Causal research is used to ________.

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

Question 41

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

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

Question 42

Which of the following has the highest rating for speed of data collection and compilation?

A)open-ended questionnaires
B)personal interviews
C)mail surveys
D)online surveys
E)ethnographic research

Question 43

Marketing researchers usually draw conclusions about large groups of consumers by studying a small ________ of the total consumer population.

A)group
B)sample
C)population
D)target group
E)audience

Question 44

What is a major drawback of probability sampling?

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

Question 45

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

A)personal interviewing
B)online interviewing
C)phone interviewing
D)ethnographic research
E)observational research

Question 46

The most common research instrument used is the ________.

A)mechanical device
B)live interviewer
C)questionnaire
D)telephone interviewer
E)moderator

Question 47

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

Question 48

What are the two common types of research instruments used to collect primary data?

A)surveys and samples
B)questionnaires and mechanical devices
C)focus groups and online databases
D)online panels and experiments
E)personal interviews and online focus groups

Question 49

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

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

Question 50

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

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

Question 51

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

A)Participants must be in a central location.
B)The Internet format can restrict respondents' expressiveness.
C)Results take longer to tabulate and analyze.
D)The cost of online focus groups is greater than that of most other qualitative research methods.
E)The format of focus groups can be varied.

Question 52

Which of the following contact methods generally has poor flexibility?

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

Question 53

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

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

Question 54

Marketing information is only valuable when it is used to ________.

A)simplify management's job
B)identify a target market
C)please shareholders
D)increase efficiencies in the supply chain
E)gain customer insights relevant to making better marketing decisions

Question 55

A successful CRM program can be expected to help a company achieve which one of the following?

A)providing higher levels of customer service
B)developing a strategy for investigating customer relations
C)creating general offers for a wide customer segment
D)understanding the competition better
E)understanding how to build advertisements

Question 56

Which of the following statements about neuromarketing is false?

A)Neuromarketing measures brain activity to learn about consumer responses and feelings.
B)Well-known firms now hire neuromarketers.
C)Neuromarketing can be used to measure consumer involvement with a brand.
D)Responses provided by the use of neuromarketing are difficult to interpret.
E)Neuromarketing is regularly used as a stand-alone approach to consumer behaviour.

Question 57

Which of the following most accurately identifies the purpose of a data warehouse?

A)to prioritize information
B)to integrate information a company already has into a central, accessible location
C)to interpret data
D)to analyze data
E)to identify and discard old data

Question 58

AMF Research Group must guard against problems during the implementation phase of marketing research for its clients. Which of the following should AMF Research Group avoid doing at the implementation phase?

A)interacting with respondents
B)providing incorrect answers
C)allowing unexpected research outcomes
D)interpreting the findings
E)reporting the findings

Question 59

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 small, a researcher would be most concerned about which of the following?

A)finding a representative sample
B)generalizing from the results
C)administering the questions
D)orchestrating cooperation among participants
E)finding enough secondary data to support the findings

Question 60

In CRM, findings about customers discovered through ________ techniques often lead to marketing opportunities.

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

Question 61

Your marketing department is attempting to improve strategic decision making, track competitors' actions, and provide early warning of opportunities and threats. To achieve this goal, which of the following would be the best for your department to use?

A)internal databases
B)external databases
C)marketing intelligence
D)the Internet
E)company reports only

Question 62

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

A)external
B)current
C)historical
D)internal
E)foreign

Question 63

Each company must accept ________ to protect customers' best interests and their own.

A)chief customer loyalty manager
B)chief behavioural analyst
C)responsibility for policing the conduct of its own marketing research
D)ethics manager
E)data warehouse manager

Question 64

Consumers are most likely to willingly provide research information when researchers provide which of the following?

A)coupons
B)social network membership
C)value for the exchange
D)prizes
E)rebates

Question 65

One challenge with using secondary data gathered by international researchers is that the data may be ________.

A)difficult to compare
B)obtained from too many domestic research services
C)expensive to collect
D)lacking credibility
E)collected improperly

Question 66

You have been asked to locate secondary data for your small organization's research needs. Which of the following is a common source for this type of research?

A)third party research companies
B)the Canadian Small Business Administration
C)the Canadian Census Bureau
D)online surveys
E)Statistics Canada

Question 67

What type of research would be best suited for identifying which demographic groups prefer diet soft drinks and why they have this preference?

A)observational research
B)focus group research
C)ethnographic research
D)experimental research
E)descriptive research

Question 68

Companies allowing key customers and value-network members to access accounts, products, and other data, are using ________.

A)a company CRM system
B)an intranet
C)direct marketing
D)marketing intelligence
E)online research

Question 69

What source of marketing information provides those within the company ready access to research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more?

A)an internal CRM system
B)an extranet
C)the Internet
D)marketing research
E)marketing intelligence

Question 70

What do many researchers encounter when conducting market research in foreign countries?

A)Some countries have limited access to databases to create samples.
B)Many countries have mail services.
C)Some countries have poor roads.
D)Many cultures over value marketing research.
E)Some countries do not speak English.

Question 71

The best approach for researchers to take to protect consumer privacy includes which of the following?

A)Ask for as much information as possible.
B)Use information to maximize profit.
C)Avoid sharing information without the customer's permission.
D)Sell the information only when it is financially worthwhile.
E)Fully explain to the respondents how the information will be collected.

Question 72

Patti Love is making a presentation to the owners of her company. She is trying to convince them to conduct some current marketing research. Which of the following would be excluded from her argument to conduct marketing research?

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

Question 73

You are about to test the hypothesis that sales of your product will increase at a very similar rate at either a $5 drop in unit price or a $7 drop in unit price. You are involved in what type of research?

A)exploratory
B)descriptive
C)causal
D)focus group
E)ethnographic

Question 74

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

A)customer relationship management guidelines
B)behaviour targeting "Do Not Track" lists
C)chief privacy officer job descriptions
D)codes of research ethics
E)bans against using "cookies"

Question 75

Small organizations can effectively obtain and use (with minimal effort and cost)the following types of data, except ________.

A)experimental data
B)observational data
C)secondary data
D)online data
E)ethnographic data

Question 76

Choose the statement that is a typical consumer concern about intrusion on consumer privacy.

A)Researchers ask too many questions.
B)Marketers use their personal information to manipulate our buying.
C)Marketers build huge databases full of personal information about customers.
D)Marketers make too many products and services available, creating unnecessary consumer wants.
E)Protecting personal information is impossible.

Question 77

Cultural differences, especially those involving language, can add to research costs in foreign markets and can increase the ________.

A)foreign trade
B)risks of error
C)response rate
D)need for a larger sample
E)reliance on primary data

Question 78

According to your text, what are two current major public policy and ethical issues in marketing research?

A)child abuse and identifying sampling methods
B)intrusions on consumer privacy and misuse of research findings
C)misuse of research findings and locating valuable secondary data
D)selling of personal information to other firms and online secondary data
E)ethnography and the misinterpretation of it

Question 79

Behavioural targeting, the practice of ________, is being used by more and more companies.

A)tracking customers' activities and rewarding customer loyalty
B)managing customer relationships
C)mining and analyzing data from data warehouses
D)tracking consumers' online movements and using this information to target ads to them
E)observing and interacting with consumers in their natural environments

Question 80

The availability of which of the following is most problematic in international marketing research?

A)primary data
B)research specialists
C)secondary data
D)intelligence limitations
E)consumers willing to answer surveys