Deck 4: Marketing Intelligence

Question 1

Marketing research guarantees that proper decisions and actions will result from information it provides.

Answer 1

False

Question 2

The three main areas covered by marketing research include market analysis, product research, and consumer analysis.

Answer 2

True

Question 3

Apple can use marketing research to pre-test a planned advertising campaign.

Answer 3

True

Question 4

Marketing research helps reduce the risk associated with making business decisions.

Question 5

An online survey that was conducted several times in similar situations that yielded similar results would be considered valid.

Question 6

Database management systems like DSS are intended to make sense of internal secondary data.

Question 7

The purpose of exploratory research is to clarify the nature of a problem.

Question 8

In the funnelling process, problem areas that appear to be unrelated are eliminated.

Question 9

A thorough situation analysis can only be conducted by collecting information from both external and internal sources.

Question 10

"Sales in the packaged foods segment are declining"is an example of a clearly defined marketing research problem.

Question 11

Research problems can be defined through funnelling.

Question 12

Involving the client in the development and design of the research study will usually complicate and slow the research process.

Question 13

Whenever possible, a researcher should conduct primary research before exhausting the secondary data sources to ensure that customized information is available for decision making.

Question 14

Marketing research problems can be defined only after primary research has been conducted.

Question 15

The only source of secondary data is external data.

Question 16

External data sources include government, business and academic directories, reports, handbooks, and industry journals.

Question 17

The information from Environics Analytics' PRIZM C2 combines demographic data with geographic data.

Question 18

Internal databases provide a quick picture of a company and its products and services.

Question 19

Data obtained from Statistics Canada is primary data.

Question 20

Hypotheses are statements of predicted outcomes that are either confirmed or refuted by data collected.

Question 21

When determining sample size, some researchers state absolute minimums of 500 respondents.

Question 22

"Lowering the price by 5% will result in a 5% increase in sales volume."This could be an example of a hypothesis statement in a research study.

Question 23

"To determine the degree of brand awareness"is an example of a hypothesis statement in a research study.

Question 24

"Male university professors between the ages of 30 and 55 living in Canada"is a description of a research population.

Question 25

The owner of a small business wants to conduct a survey. The population of the study is defined as "residents of the city, ages of 25 to 49, who have two or more children living at home."If the owner uses a customer list as a means of recruiting people to fill in his survey, the owner is using a probability sample.

Question 26

A weakness of focus groups is that they are exploratory in nature and not definitive.

Question 27

Online research is an intrusive form of survey methodology for collecting quantitative data.

Question 28

A frequency distribution shows the number of times an answer was chosen for a survey question.

Question 29

"Would you recommend our hotel to friends? Yes ________ No ________"is a fixed-response question.

Question 30

A survey of eating habits asked respondents to rate products on a scale of 1 to 5. This is fixed-response questioning.

Question 31

A toy company decided to conduct observation research by providing small children with its new toys and then watching their play patterns. The main weakness of this type of observation research is that it does not probe the attitudes that cause the behaviour.

Question 32

When a company representative pretends to be conducting research in order to sell a product, this is called "mugging."

Question 33

Asking a member of a focus group why he or she buys a certain brand of toothpaste yields qualitative data.

Question 34

Analyzing responses to questions about frequency of Internet usage according to geographic location is an example of cross-tabulation.

Question 35

A marketer needed to find out from consumers what they thought of his new formula of laundry detergent. Secondary research data can provide an answer.

Question 36

A household products manufacturer needed some idea of why people prefer certain brands of laundry detergents. Focus groups should be recommended because they offer one of the most effective data collection methods of obtaining this type of information.

Question 37

A goal of data mining is to produce lower marketing costs and increased efficiency by identifying prospects most likely to buy.

Question 38

Data mining refers to the collection of secondary data.

Question 39

Customer relationship management programs are based on the premise that it is far more cost effective to retain existing customers than attract new customers.

Question 40

Membership cards, such as the Shoppers Optimum Card, that allow retailers to track customer purchases are important components of a CRM system.

Question 41

Customers are universally pleased that companies have access to their information and can target them as individuals.

Question 42

Companies that use data-based marketing can send offers to individuals based on algorithms, to encourage them to buy more of what they like.

Question 43

Consumer personal interests can be expressed in the way they surf the internet.

Question 44

A business has been accused of "opting in" customers against their will. This contravenes the guidelines set out in the Personal Information Protection and Electronic Documents Act.

Question 45

Which is the best description of marketing research?

A) It decreases the risk in companies.
B) It guarantees that proper decisions will be made.
C) It provides information to link the consumer to the marketer.
D) It uses external market data to make decisions.
E) It leads to actions that ensure profitability.

Question 46

Which of the following comes first in the marketing research process?

A) designing the questionnaire
B) searching for relevant secondary information
C) holding focus groups to get insight on the problem
D) identifying the problem
E) developing a hypothesis

Question 47

What is meant by reliability of data?

A) the quality of the researcher
B) the size of the population sample
C) reliability of interviewees involved in the research study
D) ability to achieve similar results when research is replicated under similar conditions
E) a research procedure's ability to measure what it was supposed to measure

Question 48

What does validity of data refer to?

A) research was designed with quantitative questions
B) tests the right population sample
C) quality of interviewees involved in the research study
D) answers the questions it was intended to
E) similar results being achieved if another study were undertaken under similar conditions

Question 49

Which of the following best describes the scope of information collected via marketing research?

A) Any information required by an organization for decision-making is collected via marketing research efforts.
B) Marketing research collects only demographic data.
C) Sales data, values research, and economic profiles compose the marketing research mix.
D) Information is collected about customers, competitors, and conditions in the market.
E) Historic information related to the organization's performance is the essence of marketing. research.

Question 50

For managers, what is the main purpose of the information provided by marketing research?

A) ensuring products meet labelling requirements
B) guaranteeing that new products are profitable for the company
C) reducing the uncertainty and risk associated with business decisions
D) testing the attractiveness of potential products
E) determining the best advertising campaign

Question 51

A DSS (decision support system) refers to

A) the marketing research team who collectively use their expertise to solve research problems.
B) a database that marketers can use to make better decisions.
C) an application that runs marketing data and comes to decisions.
D) an automated strategy generator.
E) the process by which research plans are created.

Question 52

Secondary data is data that

A) is always external to the company.
B) has been compiled and shared for reasons other than the problem being investigated.
C) has little or no relevance to the problem being investigated.
D) is of lesser quality than primary data.
E) always requires a financial investment on the part of the company.

Question 53

MEC undertook an analysis of young, urban consumers in order to adjust their product offerings and promotional undertakings. They used consumer lifestyle information to make these decisions. This is an example of

A) applying external, secondary data such as census information and subscription-based market data.
B) constructing a marketing hypothesis and carrying out recommendations after experimenting.
C) resolving the marketing problem.
D) conducting primary research using a sampling frame.
E) surveying existing customers to collect primary research and answer a marketing problem.

Question 54

Nielsen Canada is what type of secondary information provider?

A) commercial; they collect and package secondary info on a subscription basis
B) non-commercial; they are a not-for-profit dedicated to gathering secondary information
C) internal; they work with marketing departments to collect data on their customers
D) governmental; they are a branch of Statistics Canada
E) technological; they use sophisticated software to create a picture of Canadian shopping habits

Question 55

What is the main objective of a customer relationship management program?

A) to reduce marketing expenses and improve the bottom line
B) to reduce the expenses in direct marketing campaigns
C) to gain insights into the targeting and positioning of their competition
D) to figure out how to attract and retain customers over the long term
E) to determine who are the best and worst customers

Question 56

What is a good way to describe the first stage in the marketing research process?

A) to define the objectives of the study
B) to plan a formal investigation
C) to define the problem behind the symptom
D) to analyze the organization's past marketing results
E) to determine relationships between variables

Question 57

Which of the following statements about exploratory research is correct?

A) It uses formal analysis to define the problem.
B) It requires personal interviews for primary data gathering.
C) Secondary sources are not useful at this stage.
D) It helps define the precise nature of the problem.
E) Factors are manipulated under controlled conditions.

Question 58

What is the best description of secondary data?

A) It is used only if primary data fails to identify the specific problem.
B) It is a useful second resource after gathering primary data.
C) It has been previously compiled for purposes unrelated to the specific problem.
D) It is only available from sources internal to the company.
E) It is only available from sources external to the company.

Question 59

Sales at Exotic Cosmetics Inc. are down from last quarter. What is your first step as marketing manager?

A) Reduce prices.
B) Define the precise nature of the problem underlying the drop in sales.
C) Meet with the sales manager to discuss possible problems.
D) Meet with production to try and reduce costs.
E) Give a motivational talk to the sales reps.

Question 60

A product manager was planning to introduce a new product targeted to the Italian population of Canada. She decided a first step was to review Statistics Canada information. What is this kind of data called?

A) primary data
B) qualitative data
C) secondary data
D) observation data
E) research data

Question 61

A local business is concerned that their sales have declined since last year. In order to determine the precise nature of their marketing problem, their team informally divides up the issue into manageable areas and then narrows down the field. What is this process called?

A) validity check
B) funnelling
C) sampling
D) data interpretation and analysis
E) situation research

Question 62

Which of the following is the single most common task clients ask of marketing research firms?

A) measuring consumer satisfaction
B) testing advertising for impact
C) developing target market profiles
D) testing new product concepts
E) measuring usage and attitude

Question 63

"Funnelling"is a process that occurs at which stage of the marketing research process?

A) exploratory research
B) data analysis and interpretation
C) problem awareness
D) data transfer and processing
E) immediately before mugging

Question 64

A marketing executive is reviewing trade periodicals, reports from Statistics Canada, and research studies commissioned by the organization over the last five years to better understand the problem the company faces. What stage of the marketing research process is this?

A) primary research
B) exploratory research
C) data processing
D) problem refinement
E) data analysis and interpretation

Question 65

A marketing researcher is reviewing responses to a recent online survey. The researcher observes that 80% of customers who purchased their products in store reported being "completely satisfied"with their purchases while only 60% of customers who purchased their products online reported being "completely satisfied."What stage of the marketing research process is the researcher in at this point?

A) data analysis
B) cross-tabulation
C) recommendations
D) hypothesis development
E) exploratory research

Question 66

What is the name for the analysis of information that establishes relationships between pieces of information so that more effective marketing strategies can be identified and implemented?

A) correlational analysis
B) data comparison
C) data pairing
D) relationship marketing
E) data mining

Question 67

Which one of the following best represents the goal of data mining?

A) identify cross-selling opportunities
B) determine more effective marketing strategies
C) identify important cross-tabulations
D) identify mugging opportunities
E) locate informational nuggets within the database

Question 68

What is the name for a database that gives a quick picture of a company and its products or services?

A) organizational database
B) profile database
C) informational database
D) directory database
E) corporate database

Question 69

A large retailer records more than 14 million transactions per week. In order to use this large amount of data effectively, this company should invest in software to sift through the information and uncover patterns of consumer behaviour. What is the name for the process of analyzing their data in this manner?

A) data retrieval
B) data correlation analysis
C) data patterning
D) data selection analysis
E) data mining

Question 70

Your manager quickly needs information on the kinds of restaurants customers prefer so she can develop a cross-promotion offer with the most preferred restaurants. What is the best data collection method to do this?

A) Develop a telephone survey to reach a probability sample.
B) Develop an online survey with an incentive of a free dinner.
C) Hold a series of focus groups.
D) Purchase syndicated research.
E) Conduct experimental research.

Question 71

What data source does a company use to produce customer profiles, sales analysis reports, production reports, and cost analysis reports?

A) syndicated data
B) primary data
C) internal data
D) primary research
E) external data

Question 72

What kind of data sources are the following: Statistics Canada's Marketing Research Handbook, Globe and Mail's Report on Business, and the Conference Board of Canada's The Handbook of Canadian Consumer Markets?

A) online directories
B) external data sources
C) internal data sources
D) commercial directories
E) syndicated research

Question 73

What is the best definition of hypothesis in marketing research?

A) scientific premise
B) predicted outcome
C) research objective
D) primary objective
E) problem definition

Question 74

What key research quality issue does the method of selecting a sample have on a research study?

A) validity
B) reliability
C) cost
D) timeliness
E) methodology

Question 75

What is the name for a listing that can be used for reaching a population?

A) universe
B) telephone directory
C) sampling frame
D) sample
E) population universe

Question 76

What type of sampling generates respondents who have a known or equal chance of selection and are selected at random?

A) valid sample
B) non-probability sample
C) reliable sample
D) probability sample
E) consistent sample

Question 77

IKEA has recently decided to experiment with the Ottawa store to create a "localized living room solution" and observe the results. What is this called?

A) test marketing
B) sample planning
C) market testing
D) localization
E) experimentation

Question 78

What kind of sampling is it when a researcher uses his or her Facebook friends as a basis for sample inclusion?

A) flexible response sampling
B) non-probability sampling
C) experiential sampling
D) random sampling
E) probability sampling

Question 79

Which of the following is an example of a hypothesis?

A) To test consumer reactions to humorous commercials.
B) The message recall of humorous commercials will be higher than that for rational appeal.
C) If awareness levels fall within acceptable and comparable ranges, the humorous style of advertising will be maintained.
D) To determine if message recall is higher with humorous commercial messages than other styles.
E) To determine the relative effectiveness of humorous appeal techniques on a predetermined target market.

Question 80

In marketing research what is the following an example of: "Female executives between the ages of 40 and 55 with university education living in metropolitan centres"?

A) a research segment
B) an experimental target
C) a sampling frame
D) a sampling universe
E) a population