Deck 4: Managing Marketing Information to Gain Customer Insights 

Question 1

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

A) Exclusive distribution
B) Test marketing
C) Commercialization
D) Integrated marketing
E) Marketing research

Answer 1

E

Question 2

The initial function of a marketing information system is .

A) hiring research firms to conduct market research
B) analyzing the results of marketing research studies
C) assessing the information needs of a company
D) evaluating information from internal and external sources
E) generating insights from market consumption patterns

Answer 2

C

Question 3

Big data refers to the huge data sets generated by sophisticated information generation, collection, storage, and analysis technologies.

Answer 3

True

Question 4

Which of the following demonstrates the real value of a company's marketing research and information system?

A) the tools it uses to gather information
B) the type of sampling plan it follows
C) the customer insights it provides
D) the amount of data it generates
E) the variety of contact methods it uses

Question 5

Marketing Information Systems (MIS) do not collect and use data from the operations department (production, shipments) as they are not connected to the customer and therefore are not marketing related.

Question 6

Describe the components of a marketing information system (MIS) and list its three main functions.

Question 7

Although internal databases can be accessed more quickly and cheaply than other information sources, one of the challenges of internal databases is .

A) putting the customer at the centre of all decisions
B) the inability to access
C) maintaining the current database
D) decision making about data collection software
E) the lack of sophisticated equipment and technologies

Question 8

Which of the following is true of competitive marketing intelligence?

A) It can be obtained from online databases only through subscription and a fee.
B) It can be obtained from information that is available in the public domain.
C) It can predict a firm's future but not the pattern of forces in the market.
D) It cannot be collected from internal sources of a firm such as employees and the sales force.
E) It requires inside information from a competitors' internal database.

Question 9

Companies have set up social media command centres that monitor real-time brand-related online mobile media activity.

Question 10

Hammond Corp. operates in the highly aggressive electronics market. The firm aims to obtain early warnings of opportunities and threats caused by the actions of other firms that are doing well in the industry. Which of the following sources would best serve Hammond's purpose?

A) internal survey on employee performance
B) sales data from exclusive Hammond retailers
C) research on demographics of its existing customers
D) archival data on company performance
E) competitive marketing intelligence

Question 11

Marketers can obtain needed information from internal data, marketing intelligence, and marketing research.
Describe some common sources of each.

Question 12

Which of the following is not considered a source of competitive marketing intelligence?

A) online research
B) competitors' internal databases
C) benchmarking competitors' products
D) observing consumers firsthand
E) monitoring social media

Question 13

Secondary data consist of information collected for the specific purpose at hand.

Question 14

The database for documents and information filed by public Canadian companies and for investment funds is known as SEDAR (System for Electronic Document Analysis and Retrieval):

Question 15

Which of the following is true of a good marketing information system?

A) It typically uses only external sources of data in marketing research.
B) It develops a way of offering information about future plans of action that might not be very feasible or cost-effective.
C) It eliminates the time-consuming task of assessing the information needs of a firm.
D) It focuses solely on maximizing the amount of data generated irrespective of relevance.
E) It helps decision makers use the information to generate customer and market insights.

Question 16

The information collected for an internal database comes only from the marketing department and the customer service department.

Question 17

Marketers don't need _ _ information, they need information. And they need to make better of the information they already have.

A) simpler, more, reports
B) more, better, use
C) sophisticated, simpler, conclusions
D) complicated, simplified, infographics
E) less, more, reports

Question 18

Which of the following statements regarding marketing intelligence is true?

A) Marketing intelligence is the systematic collection, monitoring, and analysis of publicly available information.
B) The advantage of using competitive intelligence is negligible as it is based only on internal sources of data.
C) Marketing intelligence efforts are more focused on gaining insights into a firm's consumers rather than its competitors.
D) All marketing intelligence inputs are available at no cost to any potential users.
E) Marketing intelligence typically involves sensitive and confidential information kept out of the public domain.

Question 19

Which of the following sources constitutes the internal database of a company?

A) big data
B) supplier information
C) reports sold by market research firms
D) the company's sales transactions
E) commercial online databases

Question 20

Susan Hart, the manager of a children's boutique, collects data from her monthly records of sales, costs, and cash flow. In this case, Susan is making use of databases.

A) external
B) internal
C) historical
D) dialog
E) secondary

Question 21

The marketing manager of Appeal Inc. has noticed a sharp decrease in sales over the last two months. The manager decides to conduct marketing research to identify potential causes for the drop in sales. Which of the following should the manager do first?

A) define the problem and objectives
B) conduct exploratory and descriptive research
C) determine a research approach
D) develop a research plan
E) select a research agency to collect data

Question 22

is often the most difficult but most critical step in the research process.

A) Collecting and analyzing the data
B) Interpreting the findings
C) Defining the problem and research objectives
D) Developing the research plan
E) Gathering secondary data

Question 23

Ethnographic research is _.

A) conducted in settings where people live and work
B) an approach that provides only secondary data
C) used by marketers seeking quantitative data
D) most feasible when customers live in distant locations
E) a standard analysis of publicly available information

Question 24

data consist of information collected for the specific purpose at hand.

A) Archival
B) Secondary
C) Primary
D) Historical
E) Derived

Question 25

Which of the following is an advantage of primary data?

A) They are more reflective of past problems.
B) They are less expensive to obtain than secondary data.
C) They can be accessed from existing information.
D) They can be obtained more quickly than secondary data.
E) They are more relevant than secondary data.

Question 26

Coolers Inc. has decided to launch a new energy drink that will have the fewest calories among its competitors. To understand the market potential for the new drink and the demographics and attitudes of consumers who
Are likely to buy the product, Coolers should most likely use .

A) descriptive research
B) exploratory research
C) causal research
D) experimental research
E) archival research

Question 27

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

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

Question 28

outline(s) sources of existing data as well as specific research approaches, sampling plans, and measurement instruments.

A) The research plan
B) The research findings
C) The problem definition
D) The main research objective
E) The data collection plan

Question 29

In most marketing research projects, what type of research is conducted first?

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

Question 30

Which of the following is a disadvantage of secondary data?

A) It can be obtained at a lower cost than primary data.
B) It is collected for another purpose.
C) It is only available through Internet search engines.
D) It must be purchased from commercial online databases.
E) It can be obtained quickly.

Question 31

is the final step in the marketing research process.

A) Collecting and analyzing the data
B) Developing the research plan
C) Determining a research approach
D) Engaging in secondary research
E) Interpreting and reporting the findings

Question 32

A company that sells personal care products sends a trained observer to watch potential buyers in their natural environments. This is an example of research.

A) online
B) quantitative
C) ethnographic
D) archival
E) experimental

Question 33

Vernon Inc. would like to set the best price for a new product. The firm conducts an experimental study by selling the new product at two different prices in two different locations keeping other factors constant to see if a lower price results in better sales. This is most likely an example of research.

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

Question 34

Which of the following is a quantitative approach to research?

A) online focus groups
B) observational research
C) marketing surveys
D) in-depth interviews
E) ethnographic research

Question 35

is a method of gathering primary data that involves asking people questions about their knowledge, attitudes, preferences, and buying behaviour.

A) Observational research
B) Experimental research
C) Survey research
D) Archival research
E) Causal research

Question 36

Causal research is used to _.

A) collect information on the demographics of customers
B) collect information on the attitudes of consumers
C) gather preliminary data to define problems and their underlying causes
D) generate hypotheses about the causes of a marketing problem
E) test hypotheses about cause-and-effect relationships

Question 37

Annie Carson, the owner of Annie's Dairy Bar, is considering opening a second location. She evaluates several potential sites by assessing traffic patterns, neighborhood conditions, and the locations of competitors. Annie is engaging in _ .

A) Internet-based surveys
B) observational research
C) focus groups
D) personal interviews
E) experimental research

Question 38

Information collected from commercial online databases or through Internet search engines are examples of data.

A) secondary
B) first-hand
C) ethnographic
D) experimental
E) primary

Question 39

Brooke's Boutique plans to launch a new clothing line. For this purpose, the firm first conducts a survey to understand its target audience and identify the demographics of potential buyers. It then conducts experimental research to test whether customers associate discounted prices with lower product quality. Which types of research has the boutique employed in this case?

A) descriptive followed by causal
B) causal followed by descriptive
C) exploratory followed by causal
D) exploratory followed by descriptive
E) descriptive followed by exploratory

Question 40

Which of the following is true of survey research?

A) It is the best method to use when people are unwilling to answer questions.
B) It is not suitable for collecting data for descriptive research.
C) It is inflexible and cannot be used in many different situations.
D) It is the most suitable method for establishing causal relationships.
E) It is the most widely used method for gathering primary data.

Question 41

Mail surveys have many disadvantages so many marketers have switched to _ .

A) group interviews
B) individual interviews
C) personal surveys
D) Internet-based surveys
E) telephone surveys

Question 42

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

A) questionnaires and mechanical devices
B) focus groups and questionnaires
C) observation scales and personal interviews
D) personal interviews and online focus groups
E) focus groups and mechanical devices

Question 43

A(n) is best suited for exploratory research.

A) mail survey
B) focus group
C) questionnaire
D) online survey
E) observation

Question 44

are small groups of consumers who interact directly and informally with product designers without a moderator.

A) Traditional focus groups
B) Observational groups
C) Cross-functional groups
D) Immersion groups
E) Ethnographic groups

Question 45

Harmon, a nationwide department store, uses checkout scanners to record shoppers' purchases. Which term best describes Harmon's checkout scanners?

A) touch point device
B) nonprobability sampling tool
C) CRM system
D) mechanical instrument
E) neuromarketing tool

Question 46

Erica Jenson has a limited budget to conduct market research. Which of the following research approaches would provide Erica with the most cost-effective way to reach a large number of respondents in a short period?

A) mail surveys
B) personal interviews
C) focus group interviews
D) Internet-based surveys
E) telephone surveys

Question 47

A market researcher wants to find the cause-and-effect relationship between using organic ingredients in food and the subsequent consumption by customers. He invites ten respondents to his research firm and asks them to taste two identical dishes. The dishes were prepared in a similar manner, but one has natural herbs for flavouring, and the other has artificial flavours. This is an example of .

A) ethnographic research
B) online research
C) experimental research
D) exploratory research
E) descriptive research

Question 48

is best suited for descriptive research.

A) Ethnographic research
B) Experimental research
C) A focus group
D) A survey
E) An online discussion

Question 49

Kathy Jenkins is planning to conduct research on consumers' personal care routines. Since the questions are likely to be personal and sensitive, Kathy wants to select a contact method that will encourage respondents to answer honestly. Which of the following contact methods is most likely to best serve Kathy's purpose?

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

Question 50

Proctor and Gamble (P&G) long ago mastered "Living It" which is more scientifically labelled as _ .

A) empathetic data collection
B) digital data gathering
C) consumer immersion research
D) full time market research
E) individual big data collection

Question 51

Which of the following is true of focus group discussions?

A) Consumers are not always honest and open about their opinions.
B) They usually employ large samples.
C) The quantitative data can be evaluated quickly and economically.
D) Consumers' facial expressions are hidden.
E) Results can be easily generalized to an entire population.

Question 52

A major advantage of a mail survey is that it _ .

A) can be completed quickly
B) generates high response rates
C) provides significant flexibility
D) offers strong sample control
E) eliminates interviewer bias

Question 53

Experimental research is best suited for gathering information.

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

Question 54

Sample size and location have little impact on costs for .

A) Internet-based surveys
B) telephone surveys
C) focus group interviews
D) mail surveys
E) personal interviews

Question 55

Which of the following is a structured method of online research where marketers require direct responses from customers?

A) blog analysis
B) online surveys
C) social media tracking
D) online listening
E) online behavioural targeting

Question 56

The most common research instrument, whether administered in person, by phone, by e-mail, or online, is the .

A) questionnaire
B) telephone interview
C) personal interview
D) mechanical device
E) focus group

Question 57

Simply collecting and storing huge amounts of data is of limited value. As stated by one data expert, " data trumps data."

A) wrong, no
B) inaccurate, no
C) big, right
D) right, big
E) big, small

Question 58

are flexible and allow for explanation of difficult questions as well as demonstrating products.

A) Mail questionnaires
B) E-mail interviews
C) Individual interviews
D) Telephone interviews
E) Online questionnaires

Question 59

A practice called allows marketers to use online data to target ads and offers to specific customers.

A) online targeting
B) online listening
C) data analytics
D) behavioural targeting
E) social media tracking

Question 60

Burger Town introduced a new hamburger and released it in two different cities at two different prices. Marketers of Burger Town then analyzed the sales records of their outlets at the two cities, determined the price
That resulted in better profits, and used the information to set a nationwide price for their new offering. This is an example of .

A) experimental research
B) exploratory research
C) descriptive research
D) survey research
E) focus group research

Question 61

Open-ended questions are especially useful in exploratory research, when the researcher is trying to find out what people think but not measuring how many people think in a certain way.

Question 62

Which of the following is true of question formats in questionnaires?

A) A scale question is an example of an open-ended question.
B) Closed-ended questions are difficult to evaluate when compared to open-end questions.
C) Open-ended questions allow respondents to choose among the best answer options available.
D) Open-ended questions are useful in exploratory research to find out what people think.
E) Closed-ended questions allow respondents to answer in their own words.

Question 63

A sample is a segment of the population selected for marketing research to represent the population as a whole.

Question 64

Using nonprobability samples, each population member has a known chance of being included in the sample, and researchers can calculate confidence limits for sampling error.

Question 65

Neuromarketing uses EEG and MRI technologies to track brain electrical activity to learn how consumers feel and respond.

Question 66

Each population member has a known chance of being included when a probability sampling procedure is used.

Question 67

Researchers should use simple, direct, and unbiased wording of questions for research.

Question 68

Ideally, a sample should be representative so that a researcher can make accurate estimates of the thoughts and behaviours of the larger population.

Question 69

In this age of big data, one of the larger challenges facing marketing managers is being overwhelmed with large volumes of data.

Question 70

The questionnaire is the most common research instrument.

Question 71

Observational research is the most widely used method of primary data collection.

Question 72

In a convenience sample, the researcher selects the easiest population members from which to obtain information.

Question 73

Open-ended questions provide answers that are easier to interpret and tabulate than closed-ended questions.

Question 74

The primary objective of causal research is to describe things, such as the market potential for a product or the demographics and attitudes of consumers who buy the product.

Question 75

Neuromarketing is used in combination with other research approaches to gain a more complete picture of what goes on inside consumers' heads.

Question 76

Exploratory research would be used to gather data about the market potential for a new product.

Question 77

The major advantage of survey research is its flexibility.

Question 78

Primary data can usually be obtained more quickly and at a lower cost than secondary data.

Question 79

Individual interviews cost three to four times as much as telephone interviews.

Question 80

Data collection, processing, and analysis are undertaken during which stage of the marketing research process?

A) selecting a research approach
B) implementing the research plan
C) selecting a sampling method
D) drawing conclusions from the findings
E) interpreting the findings