Deck 4: Managing Marketing Information to Gain Customer Insights

Question 1

Which of the following refers to a marketing intelligence technique?

A) interviewing customers randomly
B) increasing the annual budget for R&D
C) investing heavily on primary research
D) implementing product diversification
E) benchmarking competitors' products

Answer 1

E

Question 2

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

A) Niche marketing
B) Total quality management
C) Marketing research
D) Breakeven analysis
E) Causal research

Answer 2

C

Question 3

Which of the following is the first step in the marketing research process?

A) developing a marketing information system
B) defining the problem and objectives of the study
C) developing the research plan
D) implementing the research plan
E) interpreting and reporting the findings

Answer 3

B

Question 4

A(n) ________ consists of people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers use the information to generate and validate actionable customer and market insights.

A) enterprise planning system (EPS)
B) enterprise information system (EIS)
C) marketing information system (MIS)
D) corporate performance management (CPM)
E) geographic information system (GIS)

Question 5

Which of the following is true with regard to marketing research?

A) The marketing research process depends primarily on sophisticated internal databases.
B) The marketing research process requires assessing macroeconomic forces.
C) Marketing research gives marketers insights into customer motivations.
D) Marketing research eliminates the need for a SWOT analysis.
E) Marketing research is a simple two-step process.

Question 6

Information in a company's database can come from many sources. An advantage of harnessing such information is to ________.

A) eliminate employee turnover
B) achieve a high degree of employee empowerment
C) gain competitive advantage
D) gain access to mass markets
E) eliminate resource dependency

Question 7

An MIS user should most likely be able to ________.

A) implement new technology
B) increase order requests
C) develop customer insights
D) analyze employee turnover
E) establish short-term objectives

Question 8

Which of the following most likely refers to a person who is charged with sifting through online customer conversations and passing along key insights to marketing decision makers?

A) chief creative officer
B) chief communications officer
C) brand manager
D) chief listening officer
E) programmer analyst

Question 9

Brad works with a reputed retailer and leads a team that collects market information from a wide variety of sources ranging from marketing research studies to monitoring online conversations where consumers discuss Brad's firm or its products. Brad's team uses this information to arrive at a better understanding of consumer behavior and their buying motives. This, in turn, allows Brad's firm to successfully generate more value for consumers. Brad leads the ________ team.

A) product development
B) strategy implementation
C) human resource
D) customer relationship management
E) customer insights

Question 10

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

A) The advantage of using competitive marketing intelligence is negligible.
B) The goal of competitive marketing intelligence is to improve recruiting efforts.
C) Competitive marketing intelligence relies upon costly internal databases.
D) Competitive marketing intelligence relies upon publicly available information.
E) Companies using competitive marketing intelligence routinely ignore consumers' online chatter.

Question 11

An MIS is used to ________.

A) generate product interest
B) develop marketing plans
C) identify demographic trends
D) assess information needs
E) test hypotheses about cause-and-effect relationships

Question 12

The market researchers at HoneyCamp Foods gather daily sales data and sort it by product line and region. With the help of sophisticated tools and techniques, they develop the data needed by marketing managers to evaluate the market share of the company's different products and also to gain valuable market insights. This mix of people and procedures at HoneyCamp Foods that generate actionable marketing insights represents a(n) ________.

A) enterprise planning system
B) product mix
C) underground economy
D) marketing information system
E) niche market

Question 13

Diana, a senior marketing manager of a pizzeria in North Florida, is currently researching electronic collections of consumer information within the company network to arrive at crucial marketing decisions. In this instance, Diana is using ________.

A) ethnographic research
B) internal databases
C) netnographic research
D) data warehouses
E) spatial databases

Question 14

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

A) Data warehousing
B) Competitive marketing intelligence
C) SWOT analysis
D) Ethnographic research
E) Customer relationship management

Question 15

Which of the following is a disadvantage of using information from internal databases?

A) Obtaining information from internal databases is both time consuming as well as expensive.
B) It is impossible to verify information obtained from internal databases.
C) Using information from internal databases leads to biased research findings.
D) Internal information may be incomplete or in the wrong form for making marketing decisions.
E) Internal databases do not support highly sophisticated technologies which makes it difficult to store large volumes of data.

Question 16

Which of the following is an advantage of using an internal database?

A) Data always remains current in internal databases.
B) Highly sophisticated equipment and techniques are not required for maintaining internal databases.
C) Internal databases can be accessed more quickly and cheaply than other information sources.
D) Internal databases require less maintenance efforts.
E) Information obtained from internal databases is almost always sufficient for making marketing decisions.

Question 17

With the recent explosion of information technologies, ________.

A) most marketing managers are overloaded with data and often overwhelmed by it
B) most marketing managers are concerned solely about the duplication of content
C) companies have ceased to feel the need for marketing information systems
D) companies have ceased to maintain internal databases
E) it has become more difficult and expensive to obtain primary data

Question 18

Which of the following is the final step of the marketing research process?

A) developing the research plan
B) implementing the research plan
C) interpreting and reporting the findings
D) selecting a research agency
E) defining the research objectives

Question 19

The marketing department of a reputed firm wants to improve strategic decision making, track the actions of other players in the market, and provide early warning of opportunities and threats. Which of the following would help the firm achieve its objectives?

A) ethnographic research
B) blindspots analysis
C) data warehousing
D) competitive marketing intelligence
E) customer relationship management

Question 20

Firms use competitive marketing intelligence to ________.

A) create and sustain market monopolies
B) counter the adverse effects of organizational anarchy
C) perpetuate organizational learning
D) gain early warnings of competitor moves and strategies
E) strengthen weak ties with industry competitors

Question 21

Juanita Petino, a nutritionist, decided to test the effects of two breakfast cereals, Kinglo and Loopy, on different consumer groups. For the purpose of her study, she divided 20 volunteers into two groups and asked the members of one group to have Kinglo cereal and the members of the other group to have Loopy cereal for breakfast. She decided to compare the responses of the volunteers after a week to gain deeper insights into consumer attitude. In this instance, Juanita is using ________.

A) niche marketing
B) experimental research
C) product differentiation
D) ethnographic research
E) viral marketing

Question 22

________ involves gathering primary data by closely examining relevant people, actions, and situations.

A) Observational research
B) Survey research
C) Telephone interviewing
D) Causal research
E) Group interviewing

Question 23

Secondary data consist of ________.

A) information collected for the specific purpose at hand
B) data that does not age
C) information that already exists somewhere, having been collected for another purpose
D) information collected from conducting personal, in-depth interviews
E) data that is unreliable and unsuitable for the purpose of making marketing decisions

Question 24

A company sent a trained observer to watch and interact with consumers in their natural environments in order to gain deeper insights on consumer needs. This is an example of ________.

A) viral marketing
B) survey research
C) ethnographic research
D) experimental research
E) niche marketing

Question 25

Commercial online databases are rich sources for obtaining ________.

A) primary data
B) secondary data
C) customer insights
D) low-level data
E) binary data

Question 26

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

A) exploratory
B) statistical
C) causal
D) analytic
E) descriptive

Question 27

Which of the following is true of ethnographic research?

A) It is a type of experimental research which involves evaluating group responses.
B) It involves sending observers to watch and interact with consumers in their natural environments.
C) It is a traditional quantitative research approach.
D) Information used in this mode of research is mainly derived from secondary data sources.
E) It is a form of survey research.

Question 28

Which of the following is the objective of causal research?

A) to test hypotheses about cause-and-effect relationships
B) to gather preliminary information that will help suggest hypotheses
C) to describe things, such as the market potential for a product
D) to assign a cause to a seemingly random event
E) to predict the effect of a random event on unrelated entities

Question 29

________, a form of observational research, involves sending observers to watch and interact with consumers in their natural environments.

A) Group interviewing
B) Ethnographic research
C) Survey research
D) Experimental research
E) Causal research

Question 30

Which of the following is true about secondary data?

A) It is always current and, unlike primary data, it does not have to be updated.
B) Unlike primary data, it can be obtained by using direct surveys and questionnaires by the company.
C) It cannot provide extra information a company is looking for.
D) It can be obtained more quickly and at a lower cost than primary data.
E) It requires more effort compared to gathering primary data.

Question 31

Information collected from Internet search engines is an example of ________.

A) primary data
B) secondary data
C) binary data
D) low-level data
E) disposable data

Question 32

Which of the following types of research would be best suited for understanding the attitudes of consumers who buy a particular brand of soft drink?

A) internal research
B) descriptive research
C) causal research
D) exploratory research
E) demographic research

Question 33

________ research involves observing customers in a natural context on the Internet.

A) Causal
B) Netnography
C) Survey
D) Ethnographic
E) Geomarketing

Question 34

The research plan ________.

A) provides comprehensive marketing intelligence about competitors
B) outlines sources of existing data and spells out the specific research approaches
C) does not include sampling plans
D) does not include contact methods
E) precedes the definition of research objectives

Question 35

Beth Williams works for a marketing research company in Chicago. Her current research involves finding the market potential for a client's new line of sports apparel. Given her objective, which of the following types of research is the most suitable for Beth?

A) causal research
B) constructive research
C) statistical research
D) descriptive research
E) exploratory research

Question 36

Which of the following is true with regard to gathering secondary data?

A) Gathering secondary data involves costly fees to government agencies.
B) Commercial online databases contain primary rather than secondary data.
C) Internet search engines can be useful sources of relevant secondary data.
D) It is illegal for firms to purchase secondary data from outside suppliers.
E) Secondary data eliminates the need for primary data in most cases.

Question 37

Which of the following is a valid source of secondary data?

A) personal letters and correspondence
B) Internet search engines
C) ethnographic research
D) direct surveys
E) interviews

Question 38

Primary data consist of ________.

A) data that does not age
B) data obtained from the public domain
C) information collected for the specific purpose at hand
D) information that already exists somewhere, having been collected for another purpose
E) information that is the least expensive and the easiest to obtain

Question 39

Which of the following is a disadvantage of using secondary data?

A) Secondary data is generally not appropriate for consumer products.
B) Collecting secondary data is time consuming.
C) Few sources exist for secondary data.
D) Gathering secondary data is costly.
E) Relevant secondary data can be difficult to locate.

Question 40

Ramona Adams, a marketing manager working in an American firm, is about to test the hypothesis that the sale of a particular product will increase exponentially if there is a $5 drop in the selling price of the product. Ramona is involved in ________ research.

A) exploratory
B) descriptive
C) causal
D) constructive
E) ethnographic

Question 41

Happy Pets, a company manufacturing pet foods and accessories, created a membership club for its regular customers called "I Love My Pet." This group consists of animal lovers selected by the company to complete product-related polls, chat with product developers, and provide feedback about specific products. Which of the following best describes "I Love My Pet"?

A) primary group
B) immersion group
C) mob
D) dyad
E) triad

Question 42

Which of the following is true with regard to mail questionnaires?

A) The response rate of mail questionnaires is often very low.
B) Mail questionnaires are highly flexible.
C) The researcher has maximum control over the mail questionnaire sample.
D) Mail questionnaires are unsuitable for collecting large amounts of information about respondents.
E) Respondents always provide honest answers to personal questions on mail questionnaires.

Question 43

For her current research project, Margaret Rogers wants to select a sample in which every member has a known and equal chance of selection. In other words, Margaret is looking for a ________.

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

Question 44

Observation is best suited for ________.

A) exploratory research
B) constructive research
C) experimental research
D) descriptive research
E) survey research

Question 45

Kinger Burgers came out with a new hamburger and, before including it into its main menu, released it in two different cities with two different prices. The marketers at Kinger Burgers then analyzed the different levels of purchase made at these two different places, planning to using the information to help them set a nationwide price for the new offering. This is an example of ________.

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

Question 46

Ursula Williams owns a small publishing company in Utah and has a very restrictive budget for the market research she currently needs to conduct. She requires a large sample size for her research in order to arrive at insightful conclusions. Additionally, she wants to have excellent control over her sample. Keeping in mind her restrictive budget and other specifications, which of the following methods of contact would you advise Ursula to use?

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

Question 47

Which of the following is most likely an advantage of survey research?

A) The flexibility of survey research is high; it can be used to obtain many different kinds of information in many different situations.
B) Survey research allows researchers to observe respondents closely in their natural environments.
C) The chances of getting dishonest feedback are almost negligible with survey research.
D) The attitudes and motives of the customers can be easily determined through survey research.
E) The data gathered in survey research is impartial and free from bias as the surveys are done in-person to evaluate consumer behavior.

Question 48

While looking for ideas on how to craft a user-friendly dishwasher, the designers of a dishwasher-manufacturing company spent 10 days observing people use their dishwashers in their homes. In this instance, the designers were conducting a(n) ________.

A) survey research
B) experimental research
C) quantitative marketing research
D) ethnographic research
E) causal research

Question 49

Experimental research is best suited for gathering ________ information.

A) exploratory
B) causal
C) random
D) unstructured
E) descriptive

Question 50

________ refers to gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.

A) Experimental research
B) Constructive research
C) Observational research
D) Survey research
E) Descriptive research

Question 51

________ involves gathering primary data by asking people questions about their knowledge, attitudes, preferences, or buying behavior. It is the most widely used method for primary data collection.

A) Experimental research
B) Causal research
C) Ethnographic research
D) Survey research
E) Exploratory research

Question 52

Wilma Roberts is conducting research to determine consumers' personal grooming habits. Because of the personal nature of the survey questions involved, Wilma 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 of the following is best suited to meet Wilma's requirements?

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

Question 53

Which form of marketing research involves talking with people in their homes or offices, on the street, or in shopping malls?

A) individual interviewing
B) focus-group interviewing
C) telephone interviewing
D) mail questionnaires
E) observational research

Question 54

Which of the following is true about survey research?

A) It involves sending observers to watch and interact with consumers in their natural environments.
B) It is best suited for gathering causal information.
C) It involves selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.
D) The level of flexibility in survey research is lower than most other research methodologies.
E) Survey research is the most widely used method for primary data collection.

Question 55

Loft Industries sells roof trusses to contractors and builders and is currently looking for honest feedback on its services. However, in the past, most of its efforts to procure feedback from customers did not yield any meaningful data. According to the marketing managers of Loft Industries, feedback was more polite than honest. Which of the following contact methods should Loft Industries most likely use to maximize its chances of receiving honest and impersonal feedback?

A) online focus groups
B) telephone interviews
C) mail questionnaires
D) group interviews
E) personal interviews

Question 56

Which of the following contact methods is the most cost-effective?

A) telephone interviews
B) individual interviews
C) in-depth interviews
D) online surveys
E) group interviews

Question 57

Which of the following is an advantage of telephone interviews?

A) They are more cost-effective than mail questionnaires.
B) Interviewer bias is absent.
C) The quantity of data collected is greater compared to personal interviewing.
D) The speed with which data is collected is high.
E) Response rates tend to be higher than those of mail questionnaires.

Question 58

________ consists of inviting 6 to 10 people to meet with a trained moderator to talk about a product, service, or organization.

A) Telephone interviewing
B) Individual interviewing
C) A mail questionnaire
D) An online survey
E) Focus group interviewing

Question 59

Jake Adams works for a marketing research firm and is currently conducting research for a company that wants to investigate multiple international markets for the possibility of expansion. Internet-based survey research would be the most attractive research option for Jake if his client ________.

A) places a high emphasis on speed
B) requires a small sample size
C) places a high emphasis on following intrusive research methods
D) wants to exercise full control over the online sample
E) places a high emphasis on ethnographic research

Question 60

Melissa Thomas leads the marketing research division at Tronics Inc., a manufacturing company based in Alabama. To improve future sales of the company's products, she has decided to collect customer opinions and feedback on the current products offered by her company. For this purpose, Melissa is looking for a highly flexible contact method which can be used to gather large amounts of data within the least possible time. In this instance, which of the following contact methods is most likely to hold the highest appeal for Melissa?

A) online surveys
B) in-depth interviews
C) telephone interviews
D) individual interviews
E) mail questionnaires

Question 61

Which of the following is most likely a disadvantage of focus group interviewing?

A) Focus group interviewing does not connect secondary data with primary data.
B) Focus group interviewing is less flexible compared to mail questionnaires.
C) Consumers in focus groups are always open and honest about their real feelings, behaviors, and intentions in front of other people.
D) Focus group interviewing involves small samples to keep time and costs down, which makes it hard to generalize from the results.
E) The moderator in a focus group interview has poor control over the group of respondents.

Question 62

In collecting primary data, marketing researchers have a choice of two main research instruments, ________.

A) reference books and journals
B) questionnaires and mechanical devices
C) social networks and internal databases
D) commercial online databases and search engines
E) open-source directories and blogs

Question 63

While creating research questionnaires, researchers must particularly avoid the use of ________.

A) biased phrasing
B) simple language
C) closed-end questions
D) logical question arrangement
E) open-end questions

Question 64

Customer relationship management (CRM) helps ________.

A) firms monitor and minimize employee turnover
B) customers manage information about different sellers in the market
C) firms manage customer touch points to maximize customer loyalty
D) customers locate the best deals in the market
E) firms create artificial demand in the market

Question 65

Which of the following questions is an example of a closed-end question?

A) Why do you think some people are more comfortable taking risks than others?
B) How can I improve my presentation skills?
C) Why do you think a single vote makes a difference?
D) Would you like to try our new ice cream flavor?
E) What is the best way to prevent weeds in a garden?

Question 66

In a simple random sample, ________.

A) every member of the population has a known and equal chance of selection
B) the population is divided into mutually exclusive groups (such as blocks), and the researcher draws a sample of the groups to interview
C) the researcher selects the easiest population members from which to obtain information
D) the population is divided into mutually exclusive groups and random samples are drawn from each group
E) the researcher finds and interviews a prescribed number of people in each of several categories

Question 67

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

A) Responses are not instantaneous.
B) Controlling the online sample is difficult.
C) Results take a long time to tabulate and analyze.
D) Facility, technology, and travel costs are very high.
E) Researchers are unable to view the sessions in real-time.

Question 68

________ refers to the measurement of brain activity to learn how consumers feel and respond.

A) Biometrics
B) Demographics
C) Sampling
D) Neuromarketing
E) Psychographics

Question 69

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

A) Data mining has limited applicability in CRM activities.
B) Sophisticated analytical tools are sparingly used in CRM activities.
C) CRM reduces the number of customer touch points.
D) CRM aims to maximize customer loyalty.
E) CRM enables firms to compare various product and service categories.

Question 70

Which of the following is an example of an open-end question?

A) How is voting going to help the nation?
B) Do you like driving on the highway?
C) How many children do you have?
D) Would you like to try a sample?
E) Are your friends in town?

Question 71

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

A) select a sampling method
B) interpret the research findings
C) implement the research plan
D) evaluate alternatives
E) select a research approach

Question 72

Which of the following refers to a nonprobability sample in which the researcher selects the easiest population members from which to obtain information?

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

Question 73

Customer information is buried deep in the separate databases and records of different company departments. To overcome such problems, many companies are now turning to ________ to manage detailed information about individual customers.

A) neuromarketing
B) customer needs marketing
C) customer relationship management
D) ethnographic research
E) netnography research

Question 74

Redrunners Inc., a manufacturer of sports merchandise, is gathering customer opinions about the firm's new sports shoe line. A team of researchers in the company invited 8 regular customers to talk about the new line of shoes, asking why they chose to buy the shoe and what they disliked most about its design. A moderator was present to monitor the discussion. Which of the following types of contact methods has Redrunners used in this instance?

A) individual interviewing
B) mail questionnaire
C) group interviewing
D) mass survey
E) mall intercept

Question 75

A(n) ________ is a segment of the population selected for marketing research to represent the population as a whole.

A) dyad
B) immersion group
C) primary group
D) sample
E) triad

Question 76

Which of the following refers to a nonprobability sample in which the researcher finds and interviews a prescribed number of people in each of several categories?

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

Question 77

Which of the following refers to a probability sample in which the population is divided into mutually exclusive groups (such as blocks), and the researcher draws a sample of the groups to interview?

A) quota sample
B) judgment sample
C) cluster sample
D) stratified random sample
E) simple random sample

Question 78

To overcome problems in focus group interviewing, some companies employ small groups of consumers who interact directly and informally with product designers without a focus group moderator present. Such groups are known as ________.

A) dyads
B) consumer guilds
C) virtual communities
D) immersion groups
E) primary groups

Question 79

Which of the following refers to a nonprobability sample in which the researcher uses his or her evaluation techniques to select population members who are good prospects for accurate information?

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

Question 80

Which of the following is true about Internet-based survey research?

A) The effectiveness of Internet-based survey research is invariably affected by the interviewer's bias.
B) Internet-based survey research is less flexible compared to mail questionnaires.
C) Internet-based survey research is characterized by high speed and low costs.
D) Typically, the quantity of data gathered in Internet-based survey research is low.
E) The response rate of Internet-based survey research is lower than that of mail questionnaires.