Deck 9: Marketing Research

Question 1

Though field service firms specialize in conducting interviews on subcontracted basis,they also provide focus group facilities.

Answer 1

True

Question 2

Jetsetter Airlines plans to introduce special meals on their flights during holiday seasons.It begins to gather all the relevant information for implementing the plan.It uses information available in its database to determine the number of flights flown and the number of passengers who flew with them during the previous year's holiday seasons.In this case,which of the following types of data is collected by Jetsetter Airlines?

A)Qualitative data
B)Raw data
C)Secondary data
D)Primary data

Answer 2

C

Question 3

Which of the following is a similarity between in-home personal interviews and executive interviews?

A)Both have the benefit of actual or promised anonymity for respondents.
B)Both tend to be very expensive.
C)Both require computer-assisted interviewing.
D)Both are similar in that they save time.

Answer 3

B

Question 4

Online panel providers consist of a carefully selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation.

Question 5

The final step in customer relationship management (CRM)is to identify a firm's profitable and unprofitable customers.

Question 6

In the context of developing an effective customer relationship management system,the use of big data analytics is restricted to the storage and integration of customer data.

Question 7

Marketing research helps managers gauge the perceived value of their goods and services,as well as the level of customer satisfaction.

Question 8

Competitive intelligence specifies how and when data will be gathered,what data is relevant,and how the data will be analyzed to solve a marketing research problem.

Question 9

Which stage in a customer relationship management cycle is characterized by the sharing of customer information to all areas of a business after it has been analyzed and transformed into useful information?

A)Identifying profitable and unprofitable customers
B)Leveraging customer information
C)Identifying customer relationships with the organization
D)Storing and integrating customer data

Question 10

The first step in the marketing research process is to:

A)specify the sampling procedures to be followed.
B)recognize a marketing problem or opportunity.
C)collect primary data from the available sources.
D)plan a research design and gather secondary data.

Question 11

Which of the following is a criticism of online panels?

A)They lead to biased and misleading results as members receive incentives to join the panel.
B)They require the presence of a moderator to control the discussion.
C)They lead to incorrect results as panel providers are not permitted to select panel members based on the current requirement.
D)They involve very long discussion times as panel members discuss among themselves while offering suggestions.

Question 12

Internet surveys are labor-intensive in nature and incur training,telecommunications,and management costs.

Question 13

According to the Maritz Marketing Research Loyalty Report,the attribute program values refer to:

A)the ability to earn and redeem points and quality of rewards.
B)program freshness,access to exclusive events,and personalized experiences.
C)pride of membership,program uniqueness,and meeting customer needs.
D)the ability to interact with programs via Web site,mobile,and customer support.

Question 14

Kay & Maggie's,a beauty salon,is conducting a survey to find out how satisfied its customers are with the service provided at all its outlets.For this purpose,it distributes questionnaires and conducts personal interviews with its customers.Which form of data is being collected by Kay & Maggie's?

A)Primary
B)Ordinal
C)Secondary
D)Nominal

Question 15

Unlike a marketing research problem,a management decision problem:

A)makes use of the marketing research objective.
B)provides insightful decision-making information.
C)focuses on problems that are much broader in scope.
D)tends to be more information oriented than action oriented.

Question 16

Which of the following is an advantage of primary data?

A)It incurs less cost than secondary data to collect relevant information.
B)It answers specific research questions that secondary data cannot answer.
C)It consists of data that is easily available to any interested party.
D)It helps avoid interviewer biases in the process of collecting necessary data.

Question 17

Unlike traditional surveys,Internet surveys:

A)can be targeted at a specific group of people.
B)take a considerable amount of time and effort on the part of the respondents.
C)incur training,telecommunications,and management costs.
D)can be personalized for greater relevance to each respondent.

Question 18

Marketing research is of little help to managers who want to understand detailed and complicated relationships.

Question 19

The publisher of a business magazine wants to make several major changes in the magazine's content and format.Which of the following will enable the publisher to understand the changes that will most likely be welcomed by its readers?

A)Product differentiation
B)Cannibalization
C)Marketing research
D)Planned obsolescence

Question 20

The research design for solving a particular problem contains instructions on how the results of the marketing research should be implemented and verified for effectiveness.

Question 21

Explain the importance of marketing research in decision making.

Question 22

Which of the following information should be included at the beginning of a research report?

A)A brief explanation about the research design
B)A clear,concise statement of the research objectives
C)A detailed discussion on the methodology employed
D)A short discussion on the major findings in the research

Question 23

Which of the following is specified by the research design?

A)The research questions to be answered
B)The management decision problem to be solved
C)How the final research report will be written
D)How the information obtained will be used

Question 24

A__________sample is a sample in which every element in the population has a known statistical likelihood of being selected.

Question 25

_____ data is defined as data that has been previously collected for any purpose other than the one at hand.​

A)Primary
B)​Nominal
C)​Discrete
D)Secondary

Question 26

The marketing managers of Havtol Inc. ,a food products company,want to choose the most effective advertisement for their latest product,Havtol Potato Chips.They create an online discussion site where a chosen group of customers can express their opinion,discuss among themselves,and improvise on the concept for their advertisement.In this scenario,Havtol Inc.uses__________to create an effective advertisement for their product.

Question 27

How is competitive intelligence useful to organizations?

Question 28

Cloyd's Supermarket,a popular retail store,sells a variety of products.In order to know if they should improve their services,they send out questionnaires to their frequent customers.The questionnaire requires the customers to explain what they like best about shopping at Cloyd's and what new products or services they expect from Cloyd's.These questions are an example of _____ questions.​

A)rhetorical
B)​open-ended
C)​scaled-response
D)dichotomous

Question 29

Zilo Toys Inc. ,a toy manufacturing company,believes that the longer customers spend in deciding what to purchase,the less likely they are to purchase more items.In order to determine the average time customers spend in purchasing toys from their stores,the company employs Tim to watch customers as they discuss what toys to buy.He then reports his findings to the management.In this scenario,Tim is engaged in__________.

Question 30

How does marketing research help managers make decisions?

Question 31

Vaikel Inc. ,an automobile manufacturing company,conducts a survey to find out people's opinion about its latest car,Vaikel 6.0,and their level of satisfaction with it.It requests a few people who recently purchased Vaikel 6.0 to participate in the survey and asks them to log on to a certain Web site at a given time.After they log on to the site,an online moderator runs a discussion about the car and allows the participants to respond.In this case,Vaikel uses a(n)__________for conducting a survey.

Question 32

What is a moderator's major role in online focus groups?

A)To limit a discussion to closed-ended questions
B)To type in questions online for all respondents to see
C)To make sure the costs incurred with online focus groups remain relatively low
D)To let respondents control a discussion

Question 33

Which of the following is true of one-way frequency counts?

A)They simply record the responses to a question.
B)They let analysts look at the responses to one question in relation to the responses to one or more other questions.
C)They include hypothesis testing and regression analysis.
D)They are rarely done in data analysis as they do not provide an in-depth interpretation of the collected data.

Question 34

Which role of marketing research helps address "what if" questions?

A)Predictive
B)Diagnostic
C)Prescriptive
D)Descriptive

Question 35

__________data is defined as data that has been previously collected for any purpose other than the one at hand.

Question 36

Cloyd's Supermarket,a popular retail store,sells a variety of products.In order to know if they should improve their services,they send out questionnaires to their frequent customers.The questionnaire requires the customers to explain what they like best about shopping at Cloyd's and what new products or services they expect from Cloyd's.These questions are an example of__________questions.

Question 37

Gerrard,the manager of a company,decides to conduct a survey on the motivation level of its employees.He lists out all 5,000 employees and picks 1,000 employees who can be contacted easily and are close to him.In this case,the type of sample used is a__________sample.

Question 38

Explain some of the program attributes included in the Maritz Marketing Research Loyalty Report.How are these attributes used by managers who design customer loyalty programs?

Question 39

A carefully selected group of consumers who agree to participate in an ongoing online dialogue with a particular corporation is known as a(n)__________.

Question 40

To initiate a customer relationship management cycle,a company must focus on__________.

Question 41

A carefully selected group of consumers who agree to participate in an ongoing online dialogue with a particular corporation is known as a(n)_____.​

A)Web community
B)​online panel provider
C)​reference group
D)conventional focus group

Question 42

Zilo Toys Inc. ,a toy manufacturing company,believes that the longer customers spend in deciding what to purchase,the less likely they are to purchase more items.In order to determine the average time customers spend in purchasing toys from their stores,the company employs Tim to watch customers as they discuss what toys to buy.He then reports his findings to the management.In this scenario,Tim is engaged in _____.​

A)quantitative research
B)​virtual shopping
C)​observation research
D)behavioral targeting

Question 43

Gerrard,the manager of a company,decides to conduct a survey on the motivation level of its employees.He lists out all 5,000 employees and picks 1,000 employees who can be contacted easily and are close to him.In this case,the type of sample used is a _____ sample.​

A)convenience
B)​snowball
C)​quota
D)random

Question 44

The marketing managers of Havtol Inc. ,a food products company,want to choose the most effective advertisement for their latest product,Havtol Potato Chips.They create an online discussion site where a chosen group of customers can express their opinion,discuss among themselves,and improvise on the concept for their advertisement.In this scenario,Havtol Inc.uses _____ to create an effective advertisement for their product.​

A)Web community research
B)​an online panel provider
C)​a Google consumer survey
D)online focus groups

Question 45

A _____ sample is a sample in which every element in the population has a known statistical likelihood of being selected.​

A)quota
B)​probability
C)​judgment
D)convenience

Question 46

Vaikel Inc. ,an automobile manufacturing company,conducts a survey to find out people's opinion about its latest car,Vaikel 6.0,and their level of satisfaction with it.It requests a few people who recently purchased Vaikel 6.0 to participate in the survey and asks them to log on to a certain Web site at a given time.After they log on to the site,an online moderator runs a discussion about the car and allows the participants to respond.In this case,Vaikel uses a(n)_____ for conducting a survey.​

A)online panel provider
B)​Web community research program
C)​online focus group
D)Web survey system

Question 47

To initiate a customer relationship management cycle,a company must focus on _____.​

A)using big data analytics to enhance the collection of customer data
B)​collecting detailed information about the products and services its customers are using
C)​identifying profitable and unprofitable customers
D)transforming customer data into information that can be used to make managerial decisions