Question 1

Before conducting primary research,this technique can help identify gaps in knowledge and what traps to avoid.

Accepted Answer

A) focus groups 
B) secondary research 
C) ethnographies 
D) depth interviews 
E) exploratory research

Question 2

The main goal of primary research techniques is to

Accepted Answer

A) identify gaps in knowledge. 
B) explore the dimensions of a problem and generate ideas. 
C) learn what traps to avoid. 
D) determine research objectives. 
E) gather customer insights from databases.

Question 3

Southwest Airlines' decision to focus on the customer segment that does not want frills,only low fares,demonstrates the firm's deep understanding of

Accepted Answer

A) customer needs. 
B) economies of scale. 
C) advertising. 
D) public relations. 
E) the competition.

Question 4

Companies like Dyson know that customers need a set of complementary goods and services to complete the experience.

Accepted Answer

A) True 
 B)False

Question 5

Common sources for secondary research include

Accepted Answer

A) focus groups. 
B) depth interviews. 
C) ethnographies. 
D) company employees. 
E) professional associations.

Question 6

Customers are always able to articulate their needs in terms of

Accepted Answer

A) their attitudes and feelings. 
B) their behaviour. 
C) their demographic variables. 
D) their psychographic variables. 
E) their basic care needs.

Question 7

In organizations where there is no clear and widely shared understanding of customer needs

Accepted Answer

A) all functions are integrated. 
B) operations are streamlined. 
C) departments have multiple responsibilities. 
D) the marketing direction is determined by the sales function. 
E) each function does its own thing.

Question 8

While formal market research is useful,do not discount informal ways to listen to your customers.

Accepted Answer

A) True 
 B)False

Question 9

All questionnaires include this class of questions.

Accepted Answer

A) primary 
B) secondary 
C) product concept 
D) demographic variables 
E) participant observation

Question 10

Using movie theatres as an example,explain why smart companies offer complementary products and services.

Accepted Answer

The answer of Using movie theatres as an example,explain why...

Question 11

In ethnographies,the researcher becomes

Accepted Answer

A) the secondary source. 
B) the moderator. 
C) the customer. 
D) the marketer. 
E) the interviewer.

Question 12

Focus groups allow clients to

Accepted Answer

A) test marketing communications messages. 
B) interact directly with customers. 
C) gather quantitative data. 
D) ensure the moderator follows the guide. 
E) gather research for free.

Question 13

By letting customers customize their own experience,Build-A-Bear is involving customers in the innovation process.

Accepted Answer

A) True 
 B)False

Question 14

A caution you should heed when conducting secondary research is that

Accepted Answer

A) the research may be biased. 
B) it is relevant to your marketing problem. 
C) published sources are always reliable. 
D) all research objectives are similar. 
E) most research is current.

Question 15

Companies that try to push a good or a service on customers are destined to fail without a proper understanding of

Accepted Answer

A) the competition. 
B) media planning. 
C) customer needs. 
D) advertising research. 
E) the marketing mix.

Question 16

DeWalt's sending researchers to work alongside professionals who work with their tools is an example of

Accepted Answer

A) a depth interview. 
B) a focus group. 
C) participant observation. 
D) public relations. 
E) direct marketing.

Question 17

Winning companies create new markets by focusing on offering the same value as competitors.

Accepted Answer

A) True 
 B)False

Question 18

By offering food services at movie theatre complexes so that patrons can get a meal before the show,movie theatre companies are creating value by

Accepted Answer

A) considering substitute industries. 
B) offering complementary services. 
C) targeting multiple audience segments. 
D) making an emotional connection with audiences. 
E) creating partnerships.

Question 19

Surveys are not used to generate ideas but to

Accepted Answer

A) test new product concepts. 
B) test key marketing messages. 
C) validate ideas. 
D) understand the buying process. 
E) explore the dimensions of a problem.

Question 20

Common sources of secondary data include the government,educational institutions,and professional associations.

Accepted Answer

A) True 
 B)False

Exam 2: Understanding Customer Needs

Before conducting primary research,this technique can help identify gaps in knowledge and what traps to avoid.

The main goal of primary research techniques is to

Southwest Airlines' decision to focus on the customer segment that does not want frills,only low fares,demonstrates the firm's deep understanding of

Companies like Dyson know that customers need a set of complementary goods and services to complete the experience.

Common sources for secondary research include

Customers are always able to articulate their needs in terms of

In organizations where there is no clear and widely shared understanding of customer needs

While formal market research is useful,do not discount informal ways to listen to your customers.

All questionnaires include this class of questions.

Using movie theatres as an example,explain why smart companies offer complementary products and services.

In ethnographies,the researcher becomes

Focus groups allow clients to

By letting customers customize their own experience,Build-A-Bear is involving customers in the innovation process.

A caution you should heed when conducting secondary research is that

Companies that try to push a good or a service on customers are destined to fail without a proper understanding of

DeWalt's sending researchers to work alongside professionals who work with their tools is an example of

Winning companies create new markets by focusing on offering the same value as competitors.

By offering food services at movie theatre complexes so that patrons can get a meal before the show,movie theatre companies are creating value by

Surveys are not used to generate ideas but to

Common sources of secondary data include the government,educational institutions,and professional associations.