Deck 9: Marketing Research

Question 1

The editor of Market Buzz,a business magazine,wants to make several major changes in the magazine's content and format.Therefore,he asks a few members of the Editorial Board to use diagnostic research to predict the results if the changes are implemented.Given this information,the Editorial Board of Market Buzz will:

A)explain how the magazine's competitors improve their circulation​
B)determine the impact of the changes on the magazine's circulation
C)determine the impact of the changes on the magazine's circulation.​
D)collect information about the magazine's past performance in the market​

Answer 1

 C

Question 2

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

Answer 2

 False

Question 3

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

Answer 3

 False

Question 4

Marketing research is of little help to managers who want to improve the quality of decision making.

Question 5

Caroline,the store manager at a jewelry store,conducts statewide market research and collects data on customer preferences toward various jewelry items.Based on her findings,she has to recommend the items customers are more likely to buy and the items the store should promote more so that profits can be maximized.In this case,Caroline will be performing the _____ of marketing research.

A)​prescriptive role
B)prescriptive role
C)descriptive role
D)​diagnostic role

Question 6

Which of the following is a secondary data collection method?

A)Using annual reports​
B)Conducting survey research
C)Sending mail surveys
D)​Sending mail surveys

Question 7

In which of the following ways does marketing research help managers?

A)​It helps them serve their customers accurately and efficiently
B)It helps them eliminate the use of big data for data analysis
C)It helps them focus on quantity rather than quality of products
D)​It helps them ensure that secondary data do not influence marketing decisions

Question 8

Marketing research helps managers understand the marketing environment with the aid of big data analytics.

Question 9

The final step in the customer relationship management cycle is to identify a firm's profitable and unprofitable customers.

Question 10

Research questions cannot be answered with primary data.

Question 11

The management of Fly Pro Airlines plans to introduce special meals on its flights during holiday seasons.It decides to conduct research to determine the best plan and uses the information available on its database to determine the number of flights that were operated and the number of passengers who flew with the airlines during the previous holiday season.In this case,which of the following is most likely to be true?

A)​The quality of the data obtained from Fly Pro Airlines's database can be measured.
B)The data collected will be of no use if no plan can be devised from the data.
C)Details about flyers' food habits may not be present in Fly Pro Airlines's database
D)​Collecting data from the database will be more time consuming than collecting data directly from the passengers.

Question 12

Correct.In this case,Caroline will be performing the predictive role of marketing research.The predictive role of marketing research is to address "what if" questions.See 9-1: The Role of Marketing Research

A)​prescriptive role
B)predictive role
C)descriptive role
D)​diagnostic role

Question 13

Unlike the marketing research problem,the management decision problem

A)​must be broadly defined if the research effort is to be successful
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 14

Competitive intelligence was derived from military intelligence.

Question 15

In the context of the ever-changing marketplace,which of the following statements is true of marketing research?

A)​It overlooks the role of word of mouth advertising in the promotion process
B)It helps managers to take advantage of opportunities in the market.
C)It excludes the external environment that affects sales
D)​It results in inaccurate forecast as the market place keeps changing.

Question 16

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

Question 17

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

Question 18

The first step in the marketing research process is:

A)​specifying the sampling procedures to be followed
B)recognizing a marketing problem or opportunity​
C)collecting primary data from available sources
D)​planning a research design

Question 19

Mobile research provides immediate feedback about a consumer's purchase decision to the researcher.

Question 20

Neuromarketing is a fresh attempt to better understand consumers' responses to promotion and purchase motivations.

Question 21

_____ is a system for gathering information from respondents by continuously monitoring the advertising,promotion,and pricing they are exposed to and the things they buy.

A)​Web community research
B)An online focus group
C)Scanner-based research
D)​A Web survey system

Question 22

Kay & Maggie's,a chain of beauty salons,has its outlets in all the malls in the city.It is conducting a survey to find out how satisfied its customers are with the service provided at all its outlets.In all the city malls,a mall interviewer intercepts the customers who exit the salon and directs them to nearby computers.The customers type the answers to the questions displayed on the computer screen.This is an example of _____.

A)​computer-assisted personal interviewing
B)a focus group
C)an executive interview
D)​computer-assisted self-interviewing

Question 23

Which of the following is a difference between primary data and secondary data?

A)​Primary data are inexpensive and save time and money, while secondary data are expensive and more time consuming.
B)Primary data can be maintained in secrecy, while secondary data are usually available to all interested parties for relatively small fees or free.
C)Primary data result in a mismatch between a researcher's unique problem and the purpose for which the data was collected, while secondary data result in no such mismatch.
D)​Primary data are data that have been previously collected, while secondary data are data that have been collected for the first time.

Question 24

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

A)​A brief explanation about the research design
B)A concise statement of the research objectives
C)A detailed discussion on the methodology employed
D)​A summary on the major findings of the research

Question 25

Gerrard,the CEO of a clothing company,decides to conduct a survey on the quality of the company's products.He instructs the survey team to interview the customers who visit the outlets during weekdays.The customers who will be interviewed can be considered a _____.

A)​convenience sample
B)probability sample
C)quota sample
D)​random sample

Question 26

Which of the following is an advantage of primary data?

A)​Gathering primary data is less expensive than gathering secondary data. 
B)They answer specific research questions that secondary data cannot answer.
C)They consist of data that are easily available to any interested party.
D)​Conducting in-person interviews is an expensive method of gathering primary data.

Question 27

In order to receive customers' feedback on the company's latest product,the marketing managers of Havtol Inc.,a food products company,created a software.The customers who log into the company's Web site will be directed to a page where they have to answer a questionnaire.The managers can query the server at any time and collect the data required.In this scenario,Havtol Inc.is using a(n)_____.

A)​Web survey system
B)online panel provider
C)Google consumer survey
D)​online focus group

Question 28

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

A)​snowball sample
B)probability sample
C)judgment sample
D)​convenience sample

Question 29

Which of the following stages 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 30

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

A)​They simply record the responses to a question.
B)They are used to compare responses to one or more questions.
C)They include hypothesis testing and regression analysis.
D)​They are rarely done in data analysis.

Question 31

In the context of marketing research,which of the following is specified in the research design?

A)​The methods of data collection
B)The management decision problem to be solved
C)The modifications to be made to the approved project budget
D)​The distribution channels of products

Question 32

The management of Zilo Toys Inc.,a toy manufacturing company,believes that the longer the customers spend 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 the store,the management employs Tim to observe the customers as they discuss which toys to buy.He then reports his findings to the management.In this scenario,Tim is engaging in _____.

A)​quantitative research
B)survey research
C)observation research
D)​ethnographic research

Question 33

Which of the following is a strategy that should be followed by a company to initiate the customer relationship management cycle?

A)​Leveraging customer information to all areas of a business
B)Identifying its profitable and unprofitable customers
C)Transforming customer data into information that can be used to make managerial decisions
D)​Collecting detailed information about the products and services its customers are using

Question 34

Cloyd's Supermarket,a popular retail store,sells a variety of products.In order to assess if it needs to make improvements to its service,the marketing research team sends out questionnaires to Cloyd's regular customers.The questionnaire has questions with blank spaces below.The customers have to write what they like best about shopping at Cloyd's and what new products or services they expect from Cloyd's.The questions included in the questionnaire are examples of _____.

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

Question 35

A difference between traditional surveys and Internet surveys is that,internet surveys:

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

Question 36

Which of the following is a criticism of online panel providers?

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 members are not selected based on specific requirements.
D)​They require a lot of time as panel members discuss among themselves while offering suggestions.

Question 37

The management of Vaikel Inc.,an automobile manufacturer,is conducting a survey to find out people's opinions about its latest car,Vaikel 6.0,and their level of satisfaction after using the car.It requests some customers who recently purchased Vaikel 6.0 to participate in the survey and asks them to log on to the company Web site at a given time.After they log on to the site,a moderator runs a discussion about the car and allows the customers to respond.In this case,Vaikel is using a(n)_____ to conduct the survey.

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

Question 38

Which of the following is a technique for gathering primary data?

A)Conducting telephone interviews​
B)Gathering public sector records
C)Using published data
D)​Summarizing internal reports

Question 39

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

A)​Both promise anonymity for respondents.
B)Both involve traveling to an interviewee's location.
C)Both require computer-assisted interviewing.
D)​Both help a researcher save time.

Question 40

A moderator's major role in an online focus group is to:

A)​limit the discussion to closed-ended questions.
B)type in questions online for all respondents to see.
C)make sure that costs incurred for the survey remains relatively low.
D)​allow the respondents to control the pace of the discussion.

Question 41

Discuss the benefits of Web community research in conducting online surveys.

Question 42

In the context of marketing research,describe the concept of competitive intelligence.

Question 43

Discuss the benefits of marketing research to managers.

Question 44

Differentiate between the different types of questions that are used in questionnaires.

Question 45

Explain the importance of marketing research in marketing decision making.