Deck 9: Marketing Research

Question 1

Noncomputer sources are not valuable in gathering competitive intelligence (CI).

Answer 1

False

Question 2

In the context of web community research, all community interaction takes place on a custom-designed website.

Answer 2

True

Question 3

Which of the following best defines the term secondary data?

A)It refers to data that has not been proven and is in the form of assumptions.
B)It refers to raw data that has not been processed.
C)It is data previously collected for any purpose other than the one at hand.
D)It is data collected for the first time to solve a problem.

Answer 3

C

Question 4

To initiate the customer relationship management (CRM) cycle, a company must first:

A)identify its profitable and unprofitable customers.
B)capture relevant customer data on interactions and relationships.
C)understand the interactions with current customers.
D)identify customer relationships with the organization.

Question 5

Mobile research provides immediate feedback when a consumer makes a decision to purchase, consumes a product, or experiences some form of promotion.

Question 6

A(n) _____ involves interviewing businesspeople at their offices concerning industrial products or services, a process that is very expensive.

A)apprentice interview
B)executive interview
C)mall intercept interview
D)career fair interview

Question 7

Secondary data refers to information collected for the first time.

Question 8

Identify a true statement about online focus groups.

A)They incur high costs.
B)They have narrow geographic scope.
C)They are accessible.
D)They have low participation rates.

Question 9

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

Question 10

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

Question 11

Marketing research deteriorates the quality of decision making.

Question 12

The main advantage of primary data is that they:

A)are inexpensive to collect.
B)can answer specific research questions that secondary data cannot answer.
C)consist of data that are easily available to any interested party.
D)are already processed and analyzed.

Question 13

Which of the following statements is true of nonprobability samples?

A)In a nonprobability sample, the probability of selection of each sampling unit is not known.
B)Nonprobability samples are expensive.
C)In a nonprobability sample, every element has a known statistical likelihood of being selected.
D)Nonprobability samples cannot be used in marketing research.

Question 14

Which of the following statements is true of online panel providers?

A)They sometimes pre-recruit people who agree to participate in online market research surveys.
B)They must have less than thousand panel members.
C)They are widely considered to be representative of the target population.
D)They are widely believed to provide accurate and unbiased results.

Question 15

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

Question 16

Which of the following statements is true of sampling error?

A)It occurs when the sample drawn from a population differs from the target population.
B)It occurs when the selected sample is an imperfect representation of the overall population.
C)It occurs when a sample somehow does not represent the target population.
D)It occurs when there is a measured difference between the information desired and the information provided.

Question 17

Internet surveys are labor-intensive efforts incurring training, telecommunications, and management costs.

Question 18

In the context of customer relationship management, the use of big data analytics is limited to the collection of customer data.

Question 19

The diagnostic role of marketing research includes gathering and presenting factual statements.

Question 20

In the context of marketing research projects, the research design specifies:

A)how and when data will be gathered.
B)which management decision problem needs to be solved.
C)what modifications should to be made to the approved project budget.
D)how employees are to be motivated.

Question 21

Which of the following statements is true of online focus groups?

A)They are cost-effective.
B)They have narrow geographic scope.
C)They are difficult to access.
D)They have low participation rates.

Question 22

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 available sources.
D)prepare and present a report.

Question 23

The diagnostic role of marketing research includes:

A)gathering and presenting factual statements.
B)predicting future changes in marketing requirements.
C)explaining data.
D)addressing "what if" questions.

Question 24

_____ 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 25

In the context of sampling procedures, 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 26

The _____ of marketing research is to address "what if" questions.

A)predictive function
B)diagnostic function
C)prescriptive function
D)descriptive function

Question 27

_____ is an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answers into the computer.

A)Computer-assisted personal interviewing
B)Computer-assisted telephone-interviewing
C)Computer-assisted web-interviewing
D)Computer-assisted self-interviewing

Question 28

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

A)It does not allow managers to explore alternatives.
B)It helps managers take advantage of opportunities in the market.
C)It does not help managers serve future customers.
D)It results in inaccurate forecast as the market place keeps changing.

Question 29

The most important use of marketing research is that:

A)it can help managers serve both current and future customers accurately and efficiently.
B)it helps managers eliminate the use of big data for data analysis.
C)it helps managers focus on quantity rather than quality of products.
D)it can help managers ensure that secondary data does not influence marketing decisions.

Question 30

Which of the statements is true of management decision problems?

A)They are far less general than marketing research problems.
B)They must be broadly defined if the research effort is to be successful.
C)They tend to be much broader in scope than marketing research problems.
D)They tend to be information oriented.

Question 31

In the context of the customer relationship management (CRM) cycle, which of the following steps should be carried out once customer data are analyzed and transformed into usable information?

A)The unprofitable customers must be identified.
B)The information must be leveraged.
C)The relevant customer data must be captured.
D)The customer data must be stored and integrated.

Question 32

Caroline, the manager of a jewelry store, conducts statewide market research and collects data on customer preferences toward various jewelry items. Based on her findings, she has to create a forecast of the items that customers are most likely to purchase. In this scenario, Caroline will most likely be performing the _____ of marketing research.

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

Question 33

The most popular technique for gathering primary data is _____.

A)survey research
B)observation research
C)ethnographic research
D)experimental research

Question 34

Gerrard, a manager at Zincod Clothing, organizes a survey to study the quality of the company's products. He instructs the survey team to interview readily accessible customers who visit the outlets during weekdays. In the context of nonprobability samples, Zincod Clothing is most likely using a _____ for its survey.

A)convenience sample
B)cluster sample
C)stratified sample
D)random sample

Question 35

In the context of marketing research projects, which of the following statements is true of secondary data?

A)They result in loss of time and money.
B)They give detailed information that enables a researcher to assess quality.
C)They refer to information collected for the first time.
D)They suggest research methods needed for solving a problem.

Question 36

Which of the following is an example of an open-ended question?

A)Would you consider adopting children?
B)What do you think about the new ice-cream flavor?
C)Have you tried the new ice-cream flavor?
D)Do you want to have children?

Question 37

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

A)Primary data are inexpensive to gather, while secondary data are expensive to gather.
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 are outdated, whereas secondary data are current and have known sources.
D)Primary data are data that have been previously collected, while secondary data are data that have been collected for the first time.

Question 38

The marketing managers of Havtol Inc., a food products company, created a dedicated software system to receive customers' feedback on the company's latest products. The customers who log into the company's networking 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 most likely using a(n) _____.

A)web survey system
B)online panel provider
C)web phishing system
D)online focus group

Question 39

Which of the following statements is true of conducting internet surveys?

A)They have lower response rates than traditional surveys.
B)They require a considerable amount of time and effort to be conducted.
C)They incur training, telecommunications, and management costs.
D)They can be personalized for greater relevance to each respondent's situation.

Question 40

_____ is a research method that relies on people watching people, people watching an activity, machines watching people, and machines watching an activity.

A)Historical research
B)Survey research
C)Observation research
D)Applied research

Question 41

Briefly discuss web community research.

Question 42

Briefly discuss the impact of the ever-changing marketplace on marketing research.

Question 43

What is competitive intelligence (CI)?

Question 44

Explain the importance of marketing research in marketing decision making.

Question 45

Briefly discuss probability samples and nonprobability samples.