Deck 10: Gathering and Using Information: Marketing Research and Market Intelligence

Question 1

The intranet is an excellent tool utilized by companies to reach consumers.

Answer 1

False

Question 2

Marketing research is utilized when market intelligence,internal company data,and analytics software falls short.

Answer 2

True

Question 3

Understanding customers requires both quantitative and qualitative data.

Answer 3

True

Question 4

Companies who neglect the task of gathering market intelligence are vulnerable.

Question 5

Analytics software is utilized to generate information produced in reports generated by the company regularly.

Question 6

_____ typically involves researching a specific market to determine its size and trends.

A) Market research
B) Profitability research
C) Test marketing
D) Test market research
E) Market testing

Question 7

Marketing research should not necessarily be performed just because the competition is engaging in it.

Question 8

Industrial espionage mainly involves examining content in blogs,and other online media to determine what people are thinking at any given time.

Question 9

A(n)_____ is a way to manage the vast amount of information firms have on hand.

A) EDS
B) RFID
C) MRS
D) MIS
E) SCM

Question 10

Salespeople are primarily involved in gathering competitor intelligence; so many companies have instituted CDB systems.

Question 11

Even if you simply get good information that is of no use,marketing research should be performed because the marketer is better equipped for his/her job.

Question 12

Which of the following is the most effective way that an online book retailer can utilize to recommend products its customers might like?

A) Analytics hardware
B) Supplier information
C) Industrial espionage
D) Accounting information
E) Clickstream data

Question 13

Marketing information systems involve all of the following EXCEPT:

A) a system for collecting market intelligence on an ongoing basis.
B) a system for recording marketing research information.
C) a system for collecting test market information.
D) a system for recording internally generated data and reports.
E) marketing analytics software to help managers with their decision making.

Question 14

The primary purpose of market research is to collect,analyze,and report marketing information that can be used to answer questions or solve problems so as to improve a company's bottom line.

Question 15

One standard set forth in the Code of Ethics for Market Intelligence Professionals is to avoid conflicts of interest in fulfilling one's duties.

Question 16

Suppliers are a source of market intelligence.

Question 17

Market research is the process of researching a specific market to determine its size and trends.

Question 18

Sue often travels to other grocery stores in the marketplace to observe how much they are charging for the same products she stocks at her store.Sue is engaging in _____.

A) secret shopping
B) market intelligence
C) market dominance
D) investigatory journalism
E) sleuth marketing

Question 19

Combining data into one location is called _____,

A) dashboard highlighting
B) data warehousing
C) systems analysis
D) clickstreaming
E) data mining

Question 20

Market research is typically inexpensive.

Question 21

Stealing product strategy information from a competitor is known as:

A) industrial espionage.
B) competitive intelligence.
C) product investigation.
D) consumer protection.
E) strategic marketing.

Question 22

Tom's internship position involves reading trade magazines and economic data to educate himself and his boss about market trends.Tom is involved in _____.

A) sentiment analysis
B) industrial espionage
C) intranet extraction
D) market intelligence
E) data system mining

Question 23

_____ is data generated about the number of people who visit a Web site and its various pages.

Question 24

The Economist is an example of a(n)_____ that provides a company with market intelligence.

Question 25

_____ is a method of examining content in blogs,tweets,and other online media to determine what people are thinking at any given time.

A) Data warehousing
B) Sentiment analysis
C) Alpha testing
D) Industrial espionage
E) Repositioning

Question 26

MIS is a system used to _____ that a firm's marketing professionals and managers need to make good decisions.

Question 27

Market trends can be uncovered internally utilizing:

A) industrial espionage.
B) data mining techniques.
C) repositioning.
D) alpha testing.
E) product launch.

Question 28

Standards for the Code of Ethics for Market Intelligence Professionals includes:

A) manipulating the data as the researcher sees fit.
B) providing honest and realistic recommendations and conclusions in the execution of one's duties.
C) complying with enforced laws, but allowing for bribery where socially acceptable.
D) abiding by personal guidelines, even if they fall out of line with the company's guidelines.
E) concealing information, such as one's identity, for the integrity of the results.

Question 29

Data is combined with statistical techniques by:

A) marketing interns.
B) market trend analysis.
C) analytics software.
D) CRM.
E) the intranet.

Question 30

_____ is the process of extracting information from large databases so as to uncover patterns and trends.

Question 31

Combining data into one location is called _____,

Question 32

Gathering corporate information illegally or unethically is referred to as _____.

Question 33

Competitive intelligence involves gathering information on a regular,ongoing basis to stay in touch with _____.

Question 34

A private,internal Web site accessible only to a firm's employees is known as a(n)_____.

Question 35

_____ is the process of collecting,analyzing,and reporting marketing information that can be used to answer questions or solve problems.

Question 36

Accessing internally generated information quickly:

A) can give a company a competitive advantage.
B) aids data mining techniques.
C) helps to stabilize sales data.
D) generates revenue data.
E) manages data via the Internet.

Question 37

The advantage of market research is that it:

A) can be expensive.
B) takes time.
C) can help make a good decision.
D) is infallible.
E) is always done.

Question 38

Marketing research can be used to improve the company's _____.

Question 39

_____ is information gathered on a regular,ongoing basis to enable a firm's decision-makers to stay in touch with what is happening in the marketplace.

Question 40

Managers who are not computer savvy may utilize ______ to convert data into meaningful information.

Question 41

Cite some of the reasons that should not be taken into account while deciding on whether to conduct marketing research.

Question 42

A researcher should always try to collect primary data first to save time.

Question 43

Market research is on the path to failure from the start if the problem is improperly defined.

Question 44

There is little need to be skeptical of secondary data.

Question 45

Scanner-based research involves buying research reports from other marketing research companies and then selling the reports in their entirety or in pieces to other firms.

Question 46

Information Resources Inc.serves as a marketing research aggregator.

Question 47

Market research is the process of researching a specific market to determine its _____ and _____.

Question 48

Defining a research problem is typically an easy task for a company.

Question 49

_____ software utilizes a firm's data,regression models,linear programming,and other statistical methods to help managers who are not computer experts.

Question 50

Provide examples of tasks aiding marketing.

Question 51

Designing the research is the first step in the marketing research process.

Question 52

List and describe sources of market intelligence.

Question 53

Gathering information about competitors through spying is known as _____.

Question 54

Causal research is typically utilized when a problem has not yet been defined.

Question 55

Syndicated research is primary data that marketing research firms collect on a regular basis and sell to other companies.

Question 56

What is stated in the code of ethics established by the Society of Competitive Intelligence Professionals?

Question 57

A depth interview utilizes open-ended questions.

Question 58

Exploratory research utilizes qualitative data.

Question 59

List the components that make up a marketing information system.

Question 60

Handbooks,dictionaries,and books are sources of secondary data.

Question 61

Face-to-face surveys are less expensive to administer than mail surveys.

Question 62

A depth interview involves a group of potential buyers discussing a market research topic.

Question 63

Pretesting a questionnaire is typically a waste of valuable company resources.

Question 64

_____ measure(s)the size of television audiences in various markets.

A) The Survey Research Center at the University of Michigan
B) The United Nations
C) J.D. Power & Associates
D) The U.S. Census Bureau
E) The Nielsen ratings

Question 65

The goal that is to be accomplished by marketing research is known as the:

A) research objective.
B) research problem.
C) research design.
D) research purpose.
E) research study.

Question 66

The size of the sample has an effect on the amount of sampling error.

Question 67

Sam is responsible for buying market research reports and then selling the reports to other companies.Sam works for a(n)_____.

A) marketing research aggregator
B) primary data collection firm
C) scanner-based research firm
D) research design firm
E) focus group

Question 68

_____ is any form of research that includes gathering data that is not quantitative.

A) Statistical research
B) Industrial espionage
C) Qualitative research
D) Data warehousing
E) Clickstream data

Question 69

Rachel's boss asks her to collect demographic information pertaining to three cities in which the company is thinking of expanding.Utilizing _____ would prove to be most effective for this assignment.

A) in-depth interviews
B) primary data
C) secondary data
D) Nielsen ratings
E) industrial espionage

Question 70

One of the characteristics of secondary research is that:

A) it is time consuming.
B) the data is collected for another purpose.
C) it is work intensive.
D) it is relatively expensive.
E) it is tailored to the research at hand.

Question 71

A focus group typically involves:

A) one-on-one questioning.
B) closed-ended questions.
C) a moderator.
D) ethnographic research.
E) brand recognition

Question 72

An example of a primary data resource is:

A) syndicated research.
B) internal records.
C) marketing intelligence.
D) an in-depth interview.
E) J.D. Power & Associates.

Question 73

Exploratory research includes:

A) examining cause-and-effect relationships.
B) depth interviews and projective techniques.
C) gathering hard numbers.
D) measuring people's involuntary physical responses.
E) measuring responses to advertising.

Question 74

Descriptive research answers the question "Why?" when describing phenomenon.

Question 75

Word associations are a type of:

A) case study.
B) projective technique.
C) focus group.
D) sampling.
E) ethnographic research.

Question 76

A market researcher from MTV visits the home of Phil,a 17 year-old boy from Brooklyn,to observe his behavior.The marketer is engaging in:

A) a case study.
B) projective techniques.
C) a focus group.
D) sampling.
E) ethnographic research.

Question 77

A _____ looks at how another company solved a problem being researched.

A) marketing research report
B) primary data report
C) Nielsen rating
D) case study
E) scenario analysis

Question 78

Projective techniques utilize specific,direct questions to reveal information.

Question 79

It is important to keep the audience in mind when writing a research report.

Question 80

Face-to-face surveys allow researchers to ask more complex questions than mail surveys.