Question 1

Vincent Cosmetics decides to launch a cream with a claim that it made skin "nine times smoother." The claim is based on a study of thirty respondents who used products of other brands as well.However,a second study on a larger sample reveals only a mild correlation between the use of the cream and smoother skin.In these circumstances,which of the following is the most ethical approach that Vincent Cosmetics can follow?

Accepted Answer

Vincent Cosmetics should report the results as they are or improve the product to match the claim. Modifying the results or continuing to claim a high correlation when there isn't one would be unethical and potentially misleading to customers. Featuring a testimonial from a satisfied user could be seen as anecdotal evidence and may not accurately reflect the experiences of all customers. Choosing to improve the product to match the claim would be the most ethical option.

Question 2

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

Accepted Answer

The checkout scanners used by Harmon are mechanical instruments designed to scan and record shoppers' purchases, making option B the most appropriate answer. Nonprobability sampling tools, neuromarketing tools, touch point devices, and CRM systems are not applicable to the checkout scanners.

Question 3

Suppliers and resellers can update their accounts,arrange purchases,and check orders against inventories through ________.

Accepted Answer

An extranet is a private network that allows authorized suppliers and vendors to access and share information with a company. This includes updating their accounts, arranging purchases, and checking orders against inventories. An intranet is a private network for internal use within a company, so it wouldn't provide access for suppliers or resellers. Marketing intelligence, electronic mail, and search engines are not specifically designed for these types of transactions.

Question 4

A firm has a huge amount of individual customer data saved in different databases.Which of the following can be used to integrate,analyze,and apply the available information effectively?

Accepted Answer

CRM systems (Customer Relationship Management systems) are specifically designed to integrate, analyze, and apply customer data effectively. They allow a firm to manage customer interactions, track customer history, and personalize customer experiences. Online market research tools, internal survey methods, and quality assurance tools may help gather customer data, but they do not offer the integration and analysis capabilities of a CRM system. Integrated marketing systems may include CRM capabilities but are not solely focused on customer data management.

Question 5

In CRM,________ is the technique that helps researchers sift through mounds of detailed customer information and dig out interesting findings about customers.

Accepted Answer

Data mining is the technique used in CRM to sift through large amounts of customer data and extract useful insights. Value marketing, test marketing, and neuromarketing are different marketing strategies that are not directly related to data analysis. Serial processing refers to the sequential processing of information, which is not specific to CRM.

Question 6

Which of the following is true about customer relationship management (CRM)?

Accepted Answer

Customer relationship management (CRM) typically consists of software and analytical tools that help companies manage interactions with customers and potential customers. These tools can include data analysis, tracking customer behavior, and managing customer information. Therefore, option D is the correct answer.

Option A is incorrect because CRM doesn't eliminate the need for primary research but rather enhances customer knowledge with primary research. Options B and E are incorrect because CRM relies heavily on data mining and considers data of existing customers along with potential customers. Option C is incorrect because CRM primarily focuses on descriptive and predictive research rather than exploratory and causal research.

Question 7

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

Accepted Answer

The answer of What are the two main types of...

Question 8

A firm uses a small convenience sample to gather data on customer reactions.It invites a small group of customers for lunch and asks them to share what they think about the products they have purchased from the firm.This is an example of ________.

Accepted Answer

The use of a small convenience sample and a casual invitation for a lunch meeting suggests that this is not a scientifically rigorous research method, but rather an informal survey. The aim is to gather qualitative feedback on the customers' opinions of the products, and not to conduct experiments, use neuroscientific techniques, or analyze large amounts of data. Direct marketing involves promoting products directly to potential customers through advertising, while data mining involves analyzing large datasets to identify patterns and insights.

Question 9

Which of the following is true of focus group discussions?

Accepted Answer

Consumers may feel pressure to conform to the group or the moderator's opinions, or they may not want to share personal opinions in a group setting. This can lead to participants not being completely honest or open about their opinions. A focus group typically has a small sample size and qualitative data, which is time-consuming and expensive to evaluate. Consumers' facial expressions are usually observable, and the results cannot be easily generalized to an entire population.

Question 10

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

Accepted Answer

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

Question 11

In which of the following research methods does the sample size have little impact on costs?

Accepted Answer

Internet-based surveys can typically reach a large number of people at a relatively low cost, regardless of the sample size. This is because the cost of distributing and collecting surveys online is generally fixed, and it does not increase significantly as the sample size increases. In contrast, other methods such as focus group interviews, personal interviews, and telephone surveys may require more resources and time as the sample size increases, which can drive up costs. Mail surveys can also become more expensive with larger sample sizes due to postage and printing costs.

Question 12

Erica Jenson has a limited budget to conduct a 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?

Accepted Answer

Internet-based surveys are the most cost-effective way to reach a large number of respondents in a short period as they do not require printing or postage costs, and can be distributed quickly and easily to a large group of people. Additionally, they can often be automated, which reduces the need for manual labor and further cuts costs.

Question 13

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

Accepted Answer

The most common research instrument, whether administered in person, by phone, by e-mail, or online, is the questionnaire. It is a versatile tool that can be used to collect both quantitative and qualitative data from a large sample of respondents. It can be easily administered and is cost-effective.

Question 14

Which of the following is a disadvantage of online focus groups?

Accepted Answer

Determining the identity of people who constitute an online sample is difficult. This is a disadvantage of online focus groups because it can be difficult to ensure that the participants are representative of the target population. There may be concerns about the accuracy and validity of the data collected if the sample is not truly representative.

Question 15

After a research instrument is selected,the next step in the marketing research process is ________.

Accepted Answer

Once a research instrument is selected, the next step is to implement the research plan, which involves collecting and analyzing data according to the chosen instrument and research approach. This step typically includes selecting a sampling method as well, but that is a sub-step of implementing the research plan. Interpreting the findings and drawing conclusions from the findings come later in the process, after the data has been collected and analyzed.

Question 16

Which of the following statements is true of international marketing research?

Accepted Answer

Language translation in international marketing research can be a challenge and increases costs. The risk of errors is also higher as language nuances can be lost in translation.

Note: Option A is incorrect as global economic decline has not necessarily affected international marketing research. Option B is incorrect as conducting personal interviews in developing countries can be more challenging due to language barriers and limited access to resources. Option C is incorrect as the steps in marketing research are generally similar for domestic and international research. Option E is incorrect as while secondary data is useful, primary data is still necessary for more specific and targeted insights.

Question 17

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

Accepted Answer

Open-end questions allow respondents to answer in their own words and are useful in exploratory research to find out what people think. Closed-end questions offer predetermined answer options and do not allow respondents to freely express their thoughts. A scale question is a type of closed-end question. Option C is incorrect as it contradicts the definition of open-end questions. Option D is incorrect as closed-end questions are easier to evaluate as they offer predetermined answer options that can be analyzed quantitatively.

Question 18

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

Accepted Answer

Online surveys are a structured method of online research where marketers require direct responses from customers. This allows them to gather specific information about customers' preferences, behavior, and opinions. Online behavioral targeting involves collecting data on customers' online behavior to personalize marketing messages, social media tracking involves monitoring and analyzing social media conversations, online listening involves monitoring online mentions of a brand or product, and blog analysis involves analyzing blog posts and comments to gather insights.

Question 19

Which of the following would most likely use informal research methods to obtain marketing insights?

Accepted Answer

The answer of Which of the following would most likely...

Question 20

Which of the following is a quantitative Internet-based research approach?

Accepted Answer

Online surveys are a quantitative research approach that involves collecting numerical data through structured questions presented to a sample of respondents over the internet. This method allows for the generation of statistical data that can be analyzed and interpreted to make informed decisions. The other options listed are qualitative research approaches or marketing techniques that do not necessarily involve data collection or analysis.

Quiz 4: Managing Marketing Information to Gain Customer Insights