Deck 4: Managing Marketing Information

Question 1

In general,marketers must weigh carefully the costs of additional information against the ________ resulting from it.

A) organization
B) benefits
C) creativity
D) ethical issues
E) cost

Answer 1

benefits

Question 2

Despite the data glut that marketing managers receive,they are most likely to complain that they lack which of the following?

A) enough information of the right kind
B) secondary information
C) timely information
D) searchable information
E) primary information

Answer 2

enough information of the right kind

Question 3

What is the first step in the marketing research process?

A) developing a marketing information system
B) defining the problem and research objectives
C) developing the research plan for collecting information
D) implementing the research plan
E) hiring an outside research specialist

Answer 3

defining the problem and research objectives

Question 4

Which of the following is NOT considered a source of competitive marketing intelligence?

A) suppliers
B) resellers
C) key customers
D) causal research
E) activities of competitors

Question 5

Your marketing department is attempting to improve strategic decision making,track competitors' actions,and provide early warning of opportunities and threats.To achieve this goal,which of the following would be the best for your department to use?

A) internal databases
B) external databases only
C) company reports only
D) competitive marketing intelligence
E) the Internet only

Question 6

________ is the systematic design,collection,analysis,and reporting of data relevant to a specific marketing situation facing an organization.

A) The marketing information system
B) Competitive marketing intelligence
C) Marketing research
D) Competitive marketing research
E) Causal research

Question 7

Which of the following statements is NOT true regarding information collected for marketers?

A) Many managers lack information of the right kind.
B) Most managers do not need more information.
C) Most managers need better information.
D) Many managers are burdened by data overload.
E) Managers have enough of the right information.

Question 8

An MIS consists of people,equipment,and procedures to gather,sort,_____,evaluate,and distribute information to marketing decision makers.

A) test
B) test market
C) analyze
D) critique
E) assess

Question 9

Your colleague is confused about using the marketing research process,as he knows that something is wrong but is not sure of the specific causes to investigate.He seems to be having problems with ________,which is often the hardest step to take.

A) developing the research plan
B) determining a research approach
C) defining the problem and research objectives
D) selecting a research agency to help
E) C and D

Question 10

Four common sources of internal data include the accounting department,operations,the sales force,and the ________.

A) online focus groups
B) stockholders
C) marketing department
D) competition
E) Web

Question 11

Which of the following is LEAST likely to be a benefit of conducting marketing research?

A) assessing market potential and market share
B) understanding customer satisfaction and purchase behavior
C) measuring the effectiveness of pricing and accounting
D) measuring the effectiveness of distribution and promotion activities
E) understanding customer motivation

Question 12

Which of the following is NOT a potential source for competitive marketing intelligence?

A) looking through competitors' garbage
B) purchasing competitors' products
C) monitoring competitors' sales
D) collecting primary data
E) talking with purchasing agents

Question 13

The real value of a company's marketing research and information system lies in the ________.

A) amount of data it generates
B) variety of contact methods it uses
C) efficiency with which it completes studies
D) quality of customer insights it provides
E) marketing information system it follows

Question 14

Which of the following statements regarding competitive marketing intelligence is true?

A) The advantage of using competitive marketing intelligence is negligible.
B) All competitive marketing intelligence is available for free.
C) Competitive marketing intelligence relies upon privately held information.
D) Competitive marketing intelligence relies upon publicly available information.
E) Competitive marketing intelligence gathering is more focused on gaining insights into consumers' activities than competitors' activities.

Question 15

Which step in the four-step marketing research process has been left out of the following list: defining the problems and research objectives,implementing the research plan,and interpreting and reporting the findings?

A) developing the research budget
B) choosing the research agency
C) choosing the research method
D) developing the research plan
E) comparing and contrasting primary and secondary data

Question 16

A good MIS balances the information users would ________ against what they really ________ and what is ________.

A) need; like; feasible
B) like; can analyze; needed
C) like to have; need; feasible to offer
D) need; can afford; used by the competition
E) use; have to use; available

Question 17

Diana Ho is currently researching data sources from within her company to make marketing decisions.Diana is making use of ________ databases.

A) online
B) internal
C) external
D) public
E) search service

Question 18

A marketing information system (MIS)consists of people and procedures to assess information needs,________,and help decision makers analyze and use the information.

A) experiment to develop information
B) test market the information
C) develop the needed information
D) critique the needed information
E) question the needed information

Question 19

Marketing information from which type of database usually can be accessed more quickly and cheaply than other information sources?

A) external
B) online
C) purchased
D) internal
E) local

Question 20

________ is the systematic collection and analysis of publicly available information about consumers,competitors,and developments in the marketing environment.

A) Marketing data
B) Competitive marketing intelligence
C) Sales management
D) Customer intelligence
E) Value chain management

Question 21

Nielsen and Factiva are two sources that provide ________.

A) primary data
B) secondary data
C) reality mining data
D) causal research designs
E) mechanical devices

Question 22

Ethnographic research ________.

A) comes from traditional focus groups
B) is gathered where people live and work
C) provides secondary data
D) is most popular in the service sector
E) provides data to marketers when observation is impossible

Question 23

Causal research is used to ________.

A) test hypotheses about cause-and-effect relationships
B) gather preliminary information that will help define problems
C) uncover information in an unstructured way
D) describe marketing problems or situations
E) quantify observations that produce insights unobtainable through other forms of research

Question 24

Experimental research is best suited for gathering ________ information.

A) exploratory
B) causal
C) independent
D) secondary
E) descriptive

Question 25

For primary data to be useful to marketers,it must be relevant,current,unbiased,and ________.

A) descriptive
B) accurate
C) inexpensive
D) collected before secondary data
E) experimental

Question 26

Information collected from online databases is an example of ________ data.

A) primary
B) secondary
C) observational
D) experimental
E) ethnographic

Question 27

Observational research is best suited for gathering ________ information.

A) exploratory
B) causal
C) dependent
D) secondary
E) competitive

Question 28

Firdaus has just discovered the major advantage of survey research.He reports to his supervisor that the advantage is its ________.

A) flexibility
B) interactive design
C) ease of completion
D) understandability
E) simplicity

Question 29

In the second step of the marketing research process,research objectives should be translated into specific ________.

A) marketing goals
B) information needs
C) dollar amounts
D) research methods
E) information sources

Question 30

It is most accurate to say that secondary data are ________.

A) collected mostly via surveys
B) more expensive to obtain than primary data
C) never purchased from outside suppliers
D) always necessary to support primary data
E) not always very usable

Question 31

Which of the following is information gathered directly from respondents in order to specifically address a question at hand?

A) competitive marketing intelligence
B) experimental hypotheses
C) primary data
D) secondary data
E) internal data

Question 32

In marketing research,managers often start with ________ research and later follow with ________ research.

A) exploratory; descriptive or causal
B) descriptive; secondary or commercial
C) descriptive; exploratory or secondary
D) causal; descriptive or exploratory
E) causal; exploratory or secondary

Question 33

Which of the following is true of ethnographic research?

A) It is a type of experimental research.
B) It is often conducted by trained anthropologists or psychologists.
C) It is a traditional quantitative research approach.
D) It can be conducted in person but not online.
E) It is typically used to answer well-defined product or strategy questions.

Question 34

Survey research is LEAST likely to be conducted through which of the following?

A) the Web
B) the mail
C) the telephone
D) personal interview
E) observation

Question 35

The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses.

A) exploratory
B) descriptive
C) causal
D) primary
E) secondary

Question 36

Which method would a marketing researcher most likely use to obtain information that people are unwilling or unable to provide?

A) observational
B) survey
C) questionnaire
D) focus group
E) personal interview

Question 37

Secondary data consists of information ________.

A) that already exists somewhere but is outdated
B) that does not currently exist in an organized form
C) that already exists but was collected for a different purpose
D) used by competitors
E) that researchers can only obtain through surveys and observation

Question 38

Your assistant wants to use secondary data exclusively for the current research project.You advise him that the use of secondary data has some potential problems.Which of the following is NOT one of them?

A) It may not exist.
B) It may not be relevant.
C) It is generally more expensive to obtain than primary data.
D) It may not be current.
E) It may not be impartial.

Question 39

Survey research,though used to obtain many kinds of information in a variety of situations,is best suited for gathering ________ information.

A) interpersonal
B) causal
C) exploratory
D) descriptive
E) creative

Question 40

Which form of data below can usually be obtained more quickly and at a lower cost than the others?

A) primary
B) survey research
C) experimental research
D) secondary
E) observational research

Question 41

ABC Company has decided to use mail questionnaires to collect data.This method has all the following advantages EXCEPT which one?

A) low cost per respondent
B) may encourage more honest answers
C) has an average response rate
D) no interviewer to bias respondents' answers
E) can collect large amounts of information

Question 42

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

A) It relies on information produced through primary research.
B) Its aim is to maximize profit margins.
C) Its aim is to increase the efficiency of each customer touch point.
D) Its aim is to maximize customer loyalty.
E) Most companies who first implemented CRM have greatly benefited from the results.

Question 43

Which of the following has the highest rating for speed of data collection and compilation?

A) open-ended questionnaires
B) personal interviews
C) mail surveys
D) Internet surveys
E) ethnographic research

Question 44

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

A) surveys and samples
B) questionnaires and mechanical devices
C) focus groups and online databases
D) online panels and experiments
E) personal interviews and online marketing research

Question 45

Which of the following contact methods has the poorest response rate?

A) mail
B) telephone
C) personal interviewing
D) online
E) group interviewing

Question 46

Which of the following is NOT a disadvantage of telephone interviews?

A) They are more expensive to conduct than mail questionnaires.
B) Interviewer bias is introduced.
C) Under time pressures, some interviewers might cheat.
D) Interviewers can explain some questions and probe more deeply on others.
E) Potential respondents may refuse to participate.

Question 47

Researchers generally need to ask three questions when developing a sampling plan.Which of the questions below is one of these three?

A) Who should be left out of the sample (sampling exclusion)?
B) How should we contact the sample (sampling approach)?
C) Why should respondents be selected (sampling justification)?
D) How should participants be chosen (sampling procedure)?
E) none of the above

Question 48

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

A) selecting a sampling method
B) interpreting the findings
C) implementing the research plan
D) collecting secondary data
E) selecting a research approach

Question 49

Which of the following contact methods is generally the LEAST flexible?

A) mail
B) telephone
C) Internet surveys
D) online panels
E) personal

Question 50

Which of the following is the best advice about creating research questionnaires?

A) Use simple and direct language.
B) Questions should not be arranged in any particular order.
C) Ask difficult questions in the beginning to "weed out" uninterested respondents.
D) Ask personal questions in the middle of the instrument.
E) Avoid any personal questions that may make some respondents uncomfortable.

Question 51

Typically,customer information is buried deep in separate databases,plans,and records of many different company functions and departments.To overcome such problems,which of the following should you try?

A) customer satisfaction management
B) more sophisticated hardware
C) customer relationship management
D) decreased marketing intelligence
E) a marketing information system

Question 52

Which form of marketing research is flexible,allows for explanation of difficult questions,and lends itself to showing products and advertisements?

A) individual interviewing
B) Internet surveys
C) telephone surveys
D) ethnographic research
E) observational research

Question 53

The most common research instrument used is the ________.

A) mechanical device
B) live interviewer
C) questionnaire
D) focus group
E) people meter

Question 54

Online focus group interviewing is a ________ research tool for gaining insights into consumer thoughts and feelings.

A) causal
B) secondary
C) qualitatitve
D) quantitative
E) competitive

Question 55

What is a major drawback of probability sampling?

A) It can be time consuming.
B) The sampling error cannot be measured.
C) The most difficult population from which to obtain information is chosen.
D) Everyone has an equal chance of selection.
E) Marketers must rely on the judgment of the researcher in respondent selection.

Question 56

Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings.However,if the sample size is too small,it is likely to be difficult to ________.

A) find enough secondary data to support the findings
B) orchestrate cooperation among participants
C) encourage honest responses to questions
D) generalize from the results
E) develop a nonprobability sample

Question 57

Which of the following is NOT an advantage of Web-based research?

A) speed
B) low costs
C) almost instantaneous results
D) control over who respondents are
E) ease of administration

Question 58

A consumer is most likely to be paid a small fee for participating in which of the following?

A) a telephone interview
B) a mail-in survey
C) an Internet survey
D) a focus group interview
E) an observational interview

Question 59

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

A) Participants must be in a central location.
B) Problem of controlling who's in the online sample.
C) Results take longer to tabulate and analyze.
D) The cost of online focus groups is greater than that of most other qualitative research methods.
E) The format of focus groups can be varied.

Question 60

AMF Research Group must guard against problems during the implementation phase of marketing research for its clients.Which of the following is NOT a problem that should be anticipated during this phase?

A) contacting respondents
B) respondents who give biased answers
C) interviewers who take shortcuts
D) interpreting and reporting the findings
E) interviewers who make mistakes

Question 61

The marketing information system is not limited to use by the company it serves.It may also provide information to _____.

A) the government
B) external partners
C) various publics
D) competitors
E) none of the above

Question 62

Cultural variations,especially those involving language,can add to research costs in foreign markets and can increase the ________.

A) risk of error
B) foreign trade
C) response rate
D) likelihood of using a smaller sample
E) reliance on primary data

Question 63

Because of the scarcity of good secondary data,international researchers often must collect their own primary data.An initial problem with this collection is developing good ________.

A) samples
B) research firms
C) customer relationships with nationals
D) relations with channel members
E) analytical models

Question 64

Which type of research would be best suited for identifying which demographic groups prefer diet soft drinks and why they have this preference?

A) exploratory
B) descriptive
C) causal
D) experimental
E) secondary

Question 65

Small organizations can obtain,with relatively little effort,most of which type of data available to large businesses?

A) ethnographic
B) experimental
C) touch point
D) primary
E) secondary

Question 66

The best approach for researchers to take to guard consumer privacy includes all of the following EXCEPT which one?

A) Ask only for the information needed.
B) Use information responsibly to provide value.
C) Avoid sharing information without the customer's permission.
D) Sell the information only when it is financially worthwhile.
E) Fully explain to the respondents how the information will be used.

Question 67

Which of the following provides those within the company ready access to company research information,stored reports,shared work documents,contact information for employees and other stakeholders,and more?

A) an intranet
B) an extranet
C) the Internet
D) marketing research
E) marketing intelligence

Question 68

You want to observe how often consumers listen to music throughout their day and what different audio devices they use.You are also interested in how consumers store and access their own music collections.You should conduct ________ research.

A) causal
B) experimental
C) secondary
D) survey
E) exploratory

Question 69

In CRM,________ techniques are used to sift through data and dig out interesting findings about customers.

A) data warehousing
B) data mining
C) customer strategy
D) customer loyalty management
E) value network

Question 70

Marketing information is only valuable when it is used to ________.

A) expand management's job
B) identify a target market
C) please shareholders
D) increase efficiencies in the supply chain
E) make better marketing decisions

Question 71

Nathan Goh owns a regional chain of electronic stores.Before expanding nationwide,Nathan is conducting marketing research to determine the best options for opening new stores.He plans to start by collecting secondary data.Which of the following is NOT a source of secondary data that Nathan might use?

A) Nielsen databases
B) Millward Brown databases
C) online questionnaires
D) Web search engines
E) local chambers of commerce

Question 72

What are two major public policy and ethical issues in marketing research?

A) Child pornography and spam.
B) Intrusions on consumer privacy and misuse of research findings.
C) Misuse of research findings and spam.
D) Selling of personal information to other firms and intrusions on consumer privacy.
E) Ethnography and the misinterpretation of it.

Question 73

Choose the statement that is NOT a typical consumer concern about intrusion on consumer privacy.

A) Sophisticated researchers probe our deepest feelings.
B) Marketers use personal information to manipulate our buying.
C) Marketers build huge databases full of personal information.
D) Marketers make too many products and services, creating unnecessary consumer wants.
E) Protecting personal information is increasingly important.

Question 74

Which of the following statements regarding marketing intelligence is(are)true?

A) Marketing intelligence is privately held information.
B) Much intelligence is difficult or impossible to collect.
C) All marketing intelligence is free.
D) Marketing intelligence is publicly available information.
E) B and D

Question 75

You are about to test the hypothesis that sales of your product will increase at a very similar rate at either a $5 drop in unit price or a $7 drop in unit price.You are involved in what type of research?

A) exploratory
B) descriptive
C) causal
D) focus group
E) ethnographic

Question 76

A good ________ will gather,sort,analyze,evaluate,and distribute needed,timely,and accurate information to marketing decision makers.

A) case study
B) acquired database
C) commercial research
D) marketing information system
E) competitive marketing intelligence system

Question 77

When managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch to get reactions,they are using ________.

A) experiments
B) informal surveys
C) observation
D) marketing intelligence
E) direct marketing

Question 78

What is the purpose of a data warehouse?

A) to organize internal and external data by relevance
B) to gather and integrate information a company already has
C) to interpret data
D) to analyze data
E) to identify and discard outdated data

Question 79

This systematic collection and analysis of publicly available information about competitors and developments in the marketing environment is very useful.What is it called?

A) Marketing data
B) Competitive marketing intelligence
C) Web Master
D) Sales and sales management
E) Secondary data

Question 80

A successful CRM program can be expected to help a company achieve all of the following EXCEPT ________.

A) providing higher levels of customer service
B) developing deeper customer relationships
C) creating offers tailored to specific customer requirements
D) understanding the competition better
E) understanding how to better build the marketing mix