Deck 4: Marketing Research: Gathering,analysing and Using Information

Question 1

A major catalogue retailer collects data on 3,500 variables over the lifetime of each customer's relationship.

A)cold calling
B)data mining
C)prospecting
D)data qualification
E)data tallying

Answer 1

B

Question 2

A major catalogue retailer collects data on 3,500 variables over the lifetime of a customer's relationship.

A)customer retention
B)market basket analysis
C)customer acquisition
D)customer accrual
E)customer abandonment

Answer 2

B

Question 3

A/n ________ is an internal corporate communication network that uses internet technology to align company departments,employees,and databases.

A)network structure
B)traditional communication system
C)affiliate program
D)intranet
E)horizontal user network

Answer 3

D

Question 4

A/n ________ can use multidimensional scaling to create perceptual maps.

A)marketing decision support system
B)marketing information system
C)interactive research system
D)intranet analysis
E)heuristic

Question 5

Which of the following is/are a source of information for a marketing intelligence system?

A)Observational research
B)Salespeople
C)Trade publications
D)Current customers
E)All of the above

Question 6

A basic marketing information system includes ________.

A)managers at all levels,corporate culture,and external and internal data
B)data,computer hardware and software,as well as decision makers
C)existing data,market researchers to gather more data,and the technology to convert those data into information
D)information resources,technical experts,and marketing managers
E)competitive intelligence,internal records,all sales personnel,and all managers

Question 7

________ could be used to determine which professional athlete from a list of ten options the majority of consumers perceive as the most reliable spokesperson for a new long-acting pain reliever specifically designed for sports injuries.

A)Custom research
B)Perceptual tracking
C)Perceptual-attitudinal testing
D)Syndicated research
E)Customerisation reports

Question 8

A catalogue retailer decides it will no longer send catalogues by mail to customers on its database who have not made a purchase in the last year.

A)customer retention
B)market basket analysis
C)customer acquisition
D)customer abandonment
E)customer accrual

Question 9

Retailers might use information from ________ to determine which fashion trends appeal to teenagers or how older consumers feel about senior discounts.

A)computer research
B)perceptual-attitudinal testing
C)perceptual tracking
D)syndicated research
E)customised reports

Question 10

A marketing decision support system (MDSS)would typically be used to determine ________.

A)if changed media schedules would reach fewer buyers
B)if the same trends are seen in different product categories
C)the demographic characteristics of consumers who are the most and least loyal
D)if sales declines simply reflect changes in overall industry sales
E)All of the above

Question 11

A company decides to start a 'members only' club offering special promotions and regular price discounts.

A)customer retention
B)customer abandonment
C)customer acquisition
D)customer accrual
E)market basket analysis

Question 12

A sign manufacturer wanting to know which companies were developing proposals for creating and producing the signs at a new sports complex could use ________.

A)an intranet
B)trend extrapolation
C)intelligence customisation
D)a marketing intelligence system
E)service digitalisation

Question 13

A marketing information system ________.

A)is designed to meet the information needs of marketing managers
B)begins by learning what information marketing managers need
C)gathers information from internal data,the external business environment,and marketing research
D)includes data,computer hardware and software,as well as MIS experts
E)All of the above

Question 14

A company uses data mining to determine which of its customers makes a purchase of at least $500 every two months.

A)customer accrual
B)customer acquisition
C)customer retention
D)market basket analysis
E)customer abandonment

Question 15

Which of the following is not an element of a marketing decision support system (MDSS)?

A)Modelling software
B)Statistical software
C)MIS data
D)Marketing managers
E)Quality control measures

Question 16

________ is the process of collecting,analysing,and interpreting data about customers,competition,and the business environment to improve marketing effectiveness.

A)Internal marketing
B)Marketing management
C)Marketing research
D)Data synergy
E)Competitive departmentalisation

Question 17

Which of the following is not one of the ways marketers typically use data mining?

A)Customer retention
B)Customer abandonment
C)Customer accrual
D)Customer acquisition
E)Market basket analysis

Question 18

Many companies now use sophisticated analysis techniques called ________ to take advantage of the massive amount of data now available.

A)cold calling
B)data qualification
C)data mining
D)data tallying
E)prospecting

Question 19

A major catalogue retailer collects data on 3,500 variables over the lifetime of a customer's relationship.

A)information downloading area
B)marketing research department
C)information network
D)distribution center
E)data warehouse

Question 20

A marketing decision support system (MDSS)________.

A)would be used to review past sales data
B)would be used to identify demographic characteristics of customers
C)is the same as MIS
D)includes sophisticated statistical and modelling software tools
E)All of the above

Question 21

Marketing research is the process of collecting,analysing,and interpreting data about customers,competitors,and the business environment to improve marketing effectiveness.

Question 22

Data mining can be used to identify customers who are not profitable and who should be abandoned.

Question 23

Custom research is another name for syndicated research.

Question 24

Ten years ago a snack food manufacturer created a specialised division to create low sodium,fat and carbohydrate products after ________ suggested consumers might be becoming more concerned about their food choices.

A)research designers
B)causal researchers
C)consumer interviewers
D)futurists
E)custom researchers

Question 25

Celebrities 'R Us reports on consumers' perception of over 2000 celebrities such as Lady Gaga and Angelina Jolie.

A)case study research
B)custom research
C)syndicated research
D)exploratory research
E)None of the above

Question 26

At the Hollywood Stock Exchange visitors use virtual dollars to 'buy and sell' stocks in soon-to-be-released movies.

A)custom researchers
B)research designers
C)futurists
D)consumer interviewers
E)causal researchers

Question 27

There are three basic types of data used in marketing information systems.

Question 28

American Express offers cardholders who purchase over $500 at specific department stores mailed discount vouchers for shoes purchased at the same stores if they use their American Express card.

A)data mining
B)scenarios
C)research designing
D)causal research
E)custom research

Question 29

Data mining has allowed Federal Express to identify existing customers as 'the good,the bad,and the ugly.

A)customer acquisition; market basket analysis
B)customer acquisition; customer abandonment
C)customer abandonment; customer retention
D)customer retention; customer loyalty
E)customer loyalty; customer acquisition

Question 30

The ________ would provide managers and buyers at K-Mart's headquarters with up-to-the-minute sales information obtained from store cash registers around the country so they can detect problems with products,promotions,and even the firm's distribution system.

A)intranet
B)sampling
C)causal research
D)telemarketing
E)secondary data

Question 31

RBC Bank wanted to evaluate the financial value of its substantial personal customer base to determine their most valuable customers.

A)data mining
B)exploratory research
C)focus groups
D)marketing research
E)probability sampling

Question 32

Scenarios are only used to consider the impact of competitors and government regulations.

Question 33

Pringles' ________ generates daily sales data by product line and by sales region that its managers use to evaluate the market share of different Pringles' products compared to each other and to competing snack foods in each sales region.

A)marketing information system (MIS)
B)case study
C)probability samples
D)causal research
E)sampling

Question 34

AC Nielsen conducts regular research on topics ranging from fast moving consumer goods to magazine and television ratings.

A)exploratory research
B)custom research
C)case study research
D)customised forecasts
E)syndicated research

Question 35

There is no financial difference for a company if it keeps existing customers or seeks to attract new customers.

Question 36

Revlon asked women wearing their ColourStay line of cosmetics and competitors' brands to rub their cheeks against and 'kiss' a piece of cloth to determine the amount of cosmetics 'left behind'.

A)exploratory research
B)syndicated research
C)case study research
D)custom research
E)None of the above

Question 37

The marketing intelligence system uses corporate espionage to gather any and all information about competitors.

Question 38

Futurists specialise in predicting consumer trends.

Question 39

An intranet is an external corporate communication network that uses internet technology to link company departments,employees,and databases.

Question 40

Some companies build data warehouses to store and process collected data.

Question 41

A marketer needs to rely only on marketing intelligence for data.Discuss.

Question 42

Which one of the following statements about the marketing research process is true?

A)The first step is to define the research problem.
B)The research design should be determined before the problem is defined.
C)The sample must be designed after the data is collected.
D)The data collection method is selected before the researcher has determined the research design.
E)The last step is to analyse and interpret the data.

Question 43

What are the three components of a marketing information system (MIS)? List and explain your answer.

Question 44

Data mining uses supercomputers that run sophisticated programs so that analysts can combine different databases to understand relationships among buying decisions.At times these operations are so complex that companies need to build a data warehouse simply to store the data and process it.Select one real world company.How do you feel that the company would utilise a data warehouse? Explain your answer.

Question 45

The first step in the marketing research process is to ________.

A)give research personnel the authority to perform the process
B)set the mission statements for the research
C)determine how data will be collected
D)select samples
E)clearly understand what type of information the research needs to provide

Question 46

What advantages would having an intranet provide a company?

Question 47

You own an internet company that sells gift baskets.A customer can pick out what s/he wants to put in the basket from a broad range of items to make it a more personalised gift.You collect demographic information about the buyer such as address and phone number that you store in your database alongside the specific contents of the gift basket ordered.You also have stored the addresses of the basket recipients,when the basket was sent,and if it was sent for a special occasion such as a birthday or anniversary.How can you use this database?

Question 48

Select a product of your choice and assume the role of a futurist.Suggest ways that the manufacturer can adapt this product to meet what you see as the changing needs of consumers.

Question 49

The first step in the marketing research process is to define the research problem.

A)deciding whether to hire a marketing research agency or to conduct the research in-house
B)determining if primary data will be needed
C)budgeting money for the process
D)placing the problem in an environment context
E)selecting who will be responsible for analysing the data

Question 50

A casino identified their high roller players,providing them with free rooms in their hotels along with free meals and tickets to entertainment shows.What application of data mining is the casino applying? Explain your answer.

Question 51

Critically evaluate the use of acquired databases for marketing purposes.

Question 52

Discuss how Apple could use its internal company data.

Question 53

A company wants to know whether changing their media schedule would result in fewer users being reached.How could a marketing decision support system assist?'

Question 54

The marketing manager wants to find out sales of each of the company's products for the past month and 12 month period and wants to compare these sales to the same periods over the past five years.How could a marketing information system assist?

Question 55

The better a firm is at conducting market research,the more successful it will be.Discuss.

Question 56

What are some sources that can be used to obtain marketing intelligence information?

Question 57

Compare and contrast syndicated research reports and custom research reports.

Question 58

Procter & Gamble (P&G)decided to challenge rival Revlon's claim that its ColourStay line of cosmetics won't rub off.P&G asked women in shopping centres across the country to rub their cheeks against a piece of material while wearing ColourStay to see if the shirts would get stained.They then asked them to repeat the exercise,this time using the P&G cosmetics.What style of marketing research did P&G conduct?

Question 59

What role does the marketing decision support system (MDSS)play?

Question 60

The second step of the marketing research process is to ________.

A)decide whether to use observational or exploratory research techniques
B)determine representative population characteristics for sampling
C)determine the research design
D)calculate the budget
E)define the research problem

Question 61

A company wanting to export its products to Australia and New Zealand consults the Australian and New Zealand government databases to determine per capita consumption of its products and whether its products are produced locally or imported.

A)primary internal data
B)secondary data
C)data mining
D)projective data
E)primary external data

Question 62

Ideally,marketing research is an ongoing process.

Question 63

Most exploratory research is ________ in nature,meaning that it is ________.

A)quantitative; statistical
B)qualitative; non-numeric
C)rigorous; totally foolproof
D)experimental; of questionable value

Question 64

An internet company wanting to determine what information to add to its website to attract more visitors could look at research studies investigating web surfers' primary online activities.

A)primary external data
B)secondary data
C)project data
D)primary internal data
E)data mining

Question 65

The first step in the marketing research process is defining the research problem.What is meant by the word 'problem'?

Question 66

The National Coffee Association conducts a yearly study reporting the coffee consumption habits of selected consumer segments.

A)primary data
B)secondary data
C)cookies
D)data mining
E)back-translation

Question 67

The Consumer Research Bureau collects data from 25,000 consumers who complete monthly logs detailing their purchases of a broad range of consumer products.

A)primary data
B)secondary data
C)cookies
D)data mining
E)back-translation

Question 68

A company wants to add a new flavour to its existing line of flavoured bottled water.

A)primary
B)data mining
C)external
D)secondary
E)exponential data

Question 69

Cadbury's conducts an annual survey of members of its 'Chocolate Lovers Club' to get ideas for new flavours and opinions as to current products.

A)probability data
B)ethnographic data
C)secondary data
D)experimental data
E)primary data

Question 70

A group of investors wants to headquarter a sporting team in a community of 100,000.

A)exponential data
B)primary data
C)data mining
D)secondary internal data
E)secondary external data

Question 71

Primary data is information collected directly from respondents to specifically address the question at hand.

Question 72

Marketers use ________ to generate topics for future studies,ideas for new strategies,and to better understand the source of current problems.

A)projective data
B)exploratory research
C)descriptive research
D)experiential research
E)ethnographies

Question 73

The first step in the marketing research process is to establish a budget.

Question 74

A company's researcher spends time with individual consumers asking their opinions about their experiences with the company's products.

A)ethnographies
B)focus groups
C)projective techniques
D)case studies
E)consumer interviews

Question 75

Which of the following is not a form of exploratory research?

A)Ethnographies
B)Case studies
C)Focus groups
D)Mail surveys
E)Consumer interviews

Question 76

Compare and contrast primary and secondary marketing research data.

Question 77

A research design specifies exactly what information marketers will collect and what type of study they will do.

Question 78

Mercedes-Benz dealers reported that a common question from visitors to showrooms was,'May I actually sit in the car?' What marketing research 'problem' can be identified by this comment?

Question 79

A publicly available research report is an example of a primary data source.

Question 80

Mercedes-Benz asked current car owners their five favourite features of their current Mercedes.

A)primary data
B)secondary data
C)cookies
D)data mining
E)back-translation