Deck 4: Marketing Research and Customer Insights

Question 1

For a marketing research study to be _______, the study should accurately represent the larger population.

A)valid
B)representative
C)reliable
D)viable

Answer 1

B

Question 2

In order to collect internal market information, companies may use marketing databases, CRM systems and _______ analysis.

A)payment
B)accounts
C)stock
D)website

Answer 2

D

Question 3

_______ schemes are a very useful means of collecting data about customers: their types of purchases, frequency of purchase, purchase value and responsiveness to promotional offers.

A)Brand
B)Loyalty
C)Retail
D)Collection

Answer 3

B

Question 4

A CRM system has allowed many companies to find that they are subject to the Pareto principle, that is, that 80 percent of their profits may come from _______ percent of their customers.

A)20
B)40
C)30
D)10

Question 5

One of the ethical criticisms of marketing research is _______ which refers to the practice of selling in the guise of marketing research.

A)slugging
B)lugging
C)sugging
D)mugging

Question 6

Customer Relationship Management (CRM) allows firms to measure customer retention, customer _______ and customer acquisition.

A)deception
B)depletion
C)detection
D)defection

Question 7

Market research can provide valuable customer insights. Truly _______-led companies recognize that they need to always be in touch with what is happening in the marketplace.

A)production
B)market
C)product
D)sales

Question 8

Customer insights can inform many aspects of company decision making, such as _______.

A)product innovation
B)product design
C)advertising campaigns
D)all of the above

Question 9

CRM is a term used to describe the methodologies, technologies and e-commerce capability used by companies to manage _______ relationships.

A)competitor
B)customer
C)core
D)company

Question 10

When evaluating any marketing research study, the research validity, reliability, the sample frame and sample size and the sample's _______ should be considered.

A)representativeness
B)responsiveness
C)originality
D)accessibility

Question 11

CRM involves the development of a single _______ with customer information which can be used to inform all staff who deal with customers.

A)organization
B)methodology
C)database
D)process

Question 12

A marketing _______ should include information on customers: types of purchases, purchase value and responsiveness to promotional offers.

A)process
B)system
C)database
D)scheme

Question 13

Sugging is _______.

A)using marketing research to gather information
B)making up answers to marketing research questions that are untrue
C)selling under the guise of marketing research
D)supplementing bogus questions for genuine questions on a survey form

Question 14

Customer information can be provided by analyzing website behaviour. Most websites use Google _______ to monitor consumer behaviour while visiting a website.

A)Glass
B)Analytics
C)Search
D)Adwords

Question 15

Good marketing research is research that is _______, in that the research is measuring what it intended to measure.

A)reliable
B)viable
C)valid
D)pliable

Question 16

Internal market information is potentially useful when companies want to get to know their current customers better. The following techniques can be used: marketing databases, _______ systems and website analysis.

A)CRM
B)CPR
C)MRM
D)MPR

Question 17

Market research findings should be _______. This means that similar findings would be found if the study was repeated.

A)valid
B)reliable
C)impactful
D)viable

Question 18

A very good place for an organization to begin answering a research problem is by looking at what information it currently already has available to it. This information is known as _______.

A)external market information
B)internal market information
C)macro environment information
D)micro environment information

Question 19

Although marketing research is an important vehicle by which organizations can learn more about their customers, its reputation is being sullied by the prevalence of _______ surveys and other questionable practices.

A)valid
B)proprietary
C)bonus
D)bogus

Question 20

What type of data is normally stored on a marketing database?

A)Past transactions
B)Demographic data
C)Lifestyle data
D)All of the above

Question 21

An ad-hoc research study focuses on which of the following?

A)Testing the effectiveness of an advert
B)Focuses on a specific marketing problem and collects data at one point in time from one sample of respondents
C)Interviews the same sample of people repeatedly
D)All of the above

Question 22

Which of the following is an example of continuous research?

A)Retail audits
B)Television viewership panels
C)Consumer panels
D)All of the above are examples of continuous research

Question 23

Which of the following is the first stage of the marketing research process?

A)Collect sample
B)Initial contact
C)Pre-test survey
D)Collect data

Question 24

Good marketing is rooted in a deep knowledge of _______ needs and preferences.

A)customer
B)employee
C)distributor
D)supplier

Question 25

Custom designed surveys are based on which of the following?

A)The recommendations of the agency
B)The specific needs of the client
C)On past surveys carried out
D)All of the above

Question 26

What information should be provided at the research brief stage?

A)Costings, background information, deadlines for completion and past research carried out
B)Timetable, background information, the scale of the project and sources of information
C)Timetable, costings, past research carried out and background information
D)Costings, timetable, background information and list of vompetitors

Question 27

Marketing research specialists can use a variety of sophisticated research methods to try to reveal rational and _______ motive drivers which can form the basis for the design and implementation of appropriate marketing campaigns.

A)wide-seated
B)shallow-seated
C)deep-seated
D)cold-seated

Question 28

What information does a consumer panel provide?

A)Their television viewership patterns
B)Their attitudes towards certain brands
C)Their attitudes towards certain adverts
D)Information on their purchases over time

Question 29

Given the information age we live in, most organizations face a _______ rather than a deficit of information and must be able to intelligently sort through all the information available to convert it into usable customer insights.

A)surplus
B)lack
C)dearth
D)insufficiency

Question 30

Which of the following is not an example of an ad-hoc study?

A)Corporate image surveys
B)Attitude surveys
C)Retail audit
D)Advertising evaluation studies

Question 31

Some of the highest growth rates for marketing research have been in _______ economies such as Nigeria, Kenya, Argentina and Indonesia, which have attracted the interest of marketers.

A)growing
B)static
C)declining
D)developed

Question 32

Why should a research brief be in written form?

A)So that the approximate length of the time the research will take can be estimated
B)So that the cost of the research can be evaluated
C)So that misunderstandings are minimised
D)So that the research can be carried out quicker

Question 33

The marketing research industry is a huge one, estimated to be worth over $39.08 billion globally in 2012 and $15.64 million in Europe or _______ percent of the total global spend.

A)30
B)40
C)50
D)60

Question 34

Peoplemeters record which of the following?

A)Record who is watching
B)Record whether the set is on/off
C)Record which channel is being watched
D)All of the above are recorded

Question 35

Which of the following are examples of marketing research?

A)Casual discussions with customers at exhibitions
B)Monitoring online forums
C)Focus group interviews
D)All of the above

Question 36

Why are consumer panels used?

A)It helps build a demographic profile of the type of person who buys particular brands
B)It tracks people's attitudes towards certain brands
C)It helps build a demographic profile of the type of person who watches particular television programmes
D)It helps ascertain which adverts are effective

Question 37

Retail audits cannot measure which of the following?

A)Sales achieved by stores
B)Sales levels for brands
C)Brand loyalty and switching
D)Market share

Question 38

Some of the key metrics used for website analysis are unique users, page views and _______.

A)accessibility
B)inactivity
C)interactivity
D)predictability

Question 39

Surveys where space is bought on questionnaires for face-to-face or telephone interviews are called which of the following?

A)Space panels
B)Omnibus surveys
C)Retail audits
D)Consumer panels

Question 40

Marketing research is only used by commercial companies to gain customer insights.

Question 41

Which of the following is not an example of an external source of secondary information?

A)Census
B)Trade magazine
C)Sales invoice
D)Government statistics

Question 42

Why are individual depth interviews used rather than focus groups in some cases?

A)When the presence of other people could inhibit honest answers and viewpoints
B)Where the individual is an expert on a particular topic
C)When the topic requires individual treatment
D)All of the above are reasons why depth interviews are used

Question 43

_______ marketing research is a form of mechanical observation which involves observing brain responses to marketing stimuli.

A)Cognitive
B)Neuro
C)Affective
D)Conative

Question 44

What are the advantages of carrying out on-line focus groups?

A)Interaction between focus group members and minimal cost
B)Minimal cost, richer insights, focus groups members feel secure
C)Minimal cost, truthfulness of responses and interaction between focus group members
D)Not constrained by location, minimal costs, richer insights and interaction between focus group members

Question 45

Which of the following should be included in a research proposal?

A)Costs, a statement of objectives, what will be done
B)Costs, what will be done, timetable
C)Costs, what will be done, a statement of objectives, timetable, past research work
D)Costs, timetable, what will be done, a statement of objectives

Question 46

Secondary research can be found through which of the following?

A)Examination of internal records, and reports of research previously carried out for the company
B)Examination of internal records, and reports of research previously carried out for the company and external sources
C)Interviewing respondents
D)Observation

Question 47

Why is observational research of growing importance?

A)Because of legal restrictions with other research methodologies
B)Because of its ability to provide in-depth understanding
C)Because it is inexpensive and quick to carry out
D)All of the above

Question 48

_______ research involves using techniques employed by anthropologists and biologists, which places an emphasis on the observation of species in their natural settings.

A)Psychological
B)Physiological
C)Neuro
D)Ethnographic

Question 49

Which of the following are the main forms of qualitative research?

A)Secondary research and surveys
B)Surveys and depth interviews
C)Secondary and primary research
D)Group discussions and depth interviews

Question 50

Focus groups help primarily with the construction of which of the following research tools?

A)Observational scenarios
B)Questionnaires
C)Experiments
D)Future in-depth interviews

Question 51

When the researcher actively collects new data, for example by interviewing respondents, this is called which of the following?

A)Primary research
B)Secondary research
C)Exploratory research
D)Respondent research

Question 52

Which of the following is an optimal number of people involved in a focus group?

A)1-3
B)20-30
C)6-12
D)12-20

Question 53

Qualitative research aims to establish which of the following?

A)Sales, profit and market share levels within an industry
B)Sales and market share levels within an industry
C)Customers' attitudes, values, behaviour and beliefs
D)Competitors' attitudes, values, behaviour and beliefs

Question 54

Focus groups involve which of the following?

A)Unstructured discussions between a group leader, and a group of consumers
B)Unstructured or semi-structured discussions between a group leader, and a group of consumers
C)Structured discussions between a group leader, and a group of consumers
D)None of the above

Question 55

Why is exploratory research carried out?

A)Improves researcher's understanding of key research issues
B)It is inexpensive to carry out
C)Highlights definitive causalities
D)Because it is demanded by the client

Question 56

Observation can be conducted by means of human or _______ means.

A)mechanical
B)data
C)depth
D)focus

Question 57

Which of the following are examples of mechanical observation?

A)Eye tracking technology
B)Video recording
C)Facial image software
D)All of the above

Question 58

Which of the following is not an exploratory research activity?

A)Group discussions
B)Quantitative research
C)Secondary research
D)Observation

Question 59

Research that involves the preliminary exploration of a research area prior to the main quantitative data collection stage is called?

A)Exhaustive research
B)Exploratory research
C)Continuous research
D)Ad-hoc research

Question 60

The group leader who manages the discussion within a focus group is called which of the following?

A)A regulator
B)An accommodator
C)An interpreter
D)A moderator

Question 61

The level of experimental control associated with face-to-face surveys is which of the following?

A)Low
B)Medium
C)High
D)Not applicable

Question 62

In practice, the number of people interviewed is based on which of the two following considerations?

A)A balance between sampling error and cost considerations
B)A balance between sampling frame and cost considerations
C)A balance between quota sampling and sampling error
D)A balance between the sampling process and the survey used

Question 63

It may be feasible for a company to carry out marketing research if it has its own _______ department and/or a marketing research executive on its staff.

A)advertising
B)marketing
C)promotional
D)production

Question 64

Which of the following is not a qualitative research methods?

A)Focus group interviews
B)Ethnographic research
C)Observation studies
D)Surveys

Question 65

A list or other records of the chosen population from which a sample can be selected is known as which of the following?

A)Sampling error
B)Sampling population
C)Sampling frame
D)Sampling process

Question 66

________ research is a structured study of small or large samples using a pre-determined list of questions or criteria and the structured analysis of findings.

A)Qualitative
B)Secondary
C)Quantitative
D)Erroneous

Question 67

________ research involves a semi-structured in-depth study of small samples in order to gain deep customer insights.

A)Qualitative
B)Secondary
C)Quantitative
D)Erroneous

Question 68

Ethnographic research can be used to collect which types of data about human behaviour?

A)What consumers do
B)How they live their lives
C)How they shop
D)All of the above

Question 69

When interviewers are instructed to ensure that the sample comprises a required number of individuals meeting pre-set conditions, it is known as which of the following?

A)Convenience sampling
B)Stratified sampling
C)Quota sampling
D)Random sampling

Question 70

Ethnographic research normally involves a combination of both _______ and in-depth or focus group interviewing.

A)survey
B)observation
C)experimental
D)causal

Question 71

Online ethnographic research is known as _______.

A)netnography
B)onlineography
C)digitalography
D)wobography

Question 72

Which of the following is a quantitative research method?

A)Depth interviews
B)Ethnographic research
C)Focus group interviews
D)Experiments

Question 73

The leading marketing research agency worldwide is _______.

A)The Kanter Group
B)Ipsos SA
C)Nielsen Holdings NV
D)GFK SE

Question 74

Which of the following statements is true?

A)The greater the sample size, the more likely to experience sampling error
B)The greater the sample size, the less likely the survey will be representative
C)The larger the sample size, the more likely that the sample will represent the population
D)The smaller the sample size, the more likely that the sample will represent the population

Question 75

When a company designs the research themselves but employs an outside marketing research agency to conduct its research, this agency is known as a _______ agency.

A)fielddata
B)fieldstaff
C)fieldwork
D)fielddesign

Question 76

A marketing research agency that carries out all activities in the marketing research process is known as a _______ agency.

A)full-service
B)full-stop
C)full-scope
D)full-scale

Question 77

What is meant by "defining the sample population"?

A)Estimating the total inhabitants of a country
B)Estimating the total inhabitants of a country and segmenting them into different age groupings
C)Defining the total number of people to survey in a research study
D)Defining the group which forms the subject of study in a particular survey

Question 78

The error caused by not including everyone from the population in the sample is called which of the following?

A)Sampling error
B)Survey error
C)Population error
D)Sampling frame error

Question 79

There are two main ways for a company to carry out marketing research: it may either carry out the work itself or employ the services of a marketing research _______.

A)agency
B)group
C)study
D)department

Question 80

Why is sampling carried out?

A)So as the total population can be divided into segments
B)So as to provide results that are representative
C)So as one can estimate the total population
D)So as not to interview the entire population