Question 1

Too much marketing information can be as harmful as too little.

Accepted Answer

Too much marketing information can overwhelm and confuse the audience, leading to the opposite effect of what was intended. Additionally, if the information is irrelevant or not tailored to the audience, it can also be harmful to the brand's reputation.

Question 2

Each company must accept ________ to protect customers' best interests and their own.
chief customer loyalty manager
chief behavioural analyst
responsibility for policing the conduct of its own marketing research
ethics manager
data warehouse manager

Accepted Answer

The answer of Each company must accept ________ to protect...

Question 3

To address concerns about the misuse of research study findings, several highly regarded marketing associations have developed ________.
customer relationship management guidelines
behaviour targeting "Do Not Track" lists
chief privacy officer job descriptions
codes of research ethics
bans against using "cookies"

Accepted Answer

The answer of To address concerns about the misuse of...

Question 4

What do many researchers encounter when conducting market research in foreign countries?
Some countries have few telephones or computers, limiting access to databases to create samples.
Many countries have mail services.
Some countries have poor roads.
Many cultures over value marketing research.
Some countries do not speak English

Accepted Answer

The answer of What do many researchers encounter when conducting...

Question 5

What source of marketing information provides those within the company ready access to research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more?
an intranet
an extranet
the Internet
marketing research
marketing intelligence

Accepted Answer

The answer of What source of marketing information provides those...

Question 6

Cultural differences, especially those involving language, can add to research costs in foreign markets and can increase the ________.
foreign trade
risks of error
response rate
need for a larger sample
reliance on primary data

Accepted Answer

The answer of Cultural differences, especially those involving language, can...

Question 7

The best approach for researchers to take to protect consumer privacy includes which of the following?
Ask for as much information as possible.
Use information to maximize profit.
Avoid sharing information without the customer's permission.
Sell the information only when it is financially worthwhile.
Fully explain to the respondents how the information will be collected.

Accepted Answer

The answer of The best approach for researchers to take...

Question 8

Most marketers today believe they still lack a sufficient quantity of research data to make high-quality decisions.

Accepted Answer

The answer of Most marketers today believe they still lack...

Question 9

According to your text, what are two current major public policy and ethical issues in marketing research?
child abuse and identifying sampling methods
intrusions on consumer privacy and misuse of research findings
misuse of research findings and locating valuable secondary data
selling of personal information to other firms and online secondary data
ethnography and the misinterpretation of it

Accepted Answer

The answer of According to your text, what are two...

Question 10

Choose the statement that is a typical consumer concern about intrusion on consumer privacy.
Sophisticated researchers probe our deepest secrets.
Marketers use their personal information to manipulate our buying.
Marketers build huge databases full of personal information about customers.
Marketers make too many products and services available, creating unnecessary consumer wants.
Protecting personal information is impossible.

Accepted Answer

The answer of Choose the statement that is a typical...

Question 11

Behavioural targeting, the practice of ________, is being used by more and more companies.
tracking customers' activities and rewarding customer loyalty
managing customer relationships
mining and analyzing data from data warehouses
tracking consumers' online movements and using this information to target ads to them
observing and interacting with consumers in their natural environments

Accepted Answer

The answer of Behavioural targeting, the practice of ________, is...

Question 12

Small organizations can effectively obtain and use (with minimal effort and cost) the following types of data, except __________.
experimental data
observational data
secondary data
online data
ethnographic data

Accepted Answer

The answer of Small organizations can effectively obtain and use...

Question 13

Consumers are most likely to willingly provide research information when researchers provide which of the following?
coupons
social network membership
value for the exchange
prizes
rebates

Accepted Answer

The answer of Consumers are most likely to willingly provide...

Question 14

The availability of which of the following is most problematic in international marketing research?
primary data
research specialists
secondary data
intelligence limitations
consumers willing to answer surveys

Accepted Answer

The answer of The availability of which of the following...

Question 15

The real value of marketing research and information lies not in quantity but in the customer insights provided.

Accepted Answer

The statement is true. The value of marketing research and information is not based on the amount of data collected but on the understanding of customer behaviors, preferences, and opinions that can be gained from it. Quality customer insights can drive strategic decision-making and help create successful marketing campaigns.

Question 16

One challenge with using secondary data gathered by international researchers is that the data may be __________.
difficult to compare
obtained from too many domestic research services
expensive to collect
lacking credibility
collected improperly

Accepted Answer

The answer of One challenge with using secondary data gathered...

Question 17

Companies allowing key customers and value-network members to access accounts, products, and other data, are using _______.
an extranet
an intranet
direct marketing
marketing intelligence
online research

Accepted Answer

The answer of Companies allowing key customers and value-network members...

Question 18

Customer needs and buying motives are typically obvious to marketers.

Accepted Answer

Customer needs and buying motives are not always obvious to marketers and require research and analysis to understand.

Question 19

You have been asked to locate secondary data for your small organization's research needs.Which of the following is a common source for this type of research?
third party research companies
the Canadian Small Business Administration
the Canadian Census Bureau
online surveys
Statistics Canada

Accepted Answer

The answer of You have been asked to locate secondary...

Question 20

An effective MIS assesses information needs, develops needed information, and distributes the information to help managers use it in decision making.

Accepted Answer

An MIS is designed to assess information needs, develop relevant information and ensure that the information is distributed to serve the needs of managers for effective decision making. Therefore, the statement is true.

Quiz 5: Managing Marketing Information to Gain Customer Insights

Too much marketing information can be as harmful as too little.

Each company must accept ________ to protect customers' best interests and their own. chief customer loyalty manager chief behavioural analyst responsibility for policing the conduct of its own marketing research ethics manager data warehouse manager

What source of marketing information provides those within the company ready access to research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more? an intranet an extranet the Internet marketing research marketing intelligence

Cultural differences, especially those involving language, can add to research costs in foreign markets and can increase the ________. foreign trade risks of error response rate need for a larger sample reliance on primary data

Most marketers today believe they still lack a sufficient quantity of research data to make high-quality decisions.

Small organizations can effectively obtain and use (with minimal effort and cost) the following types of data, except __________. experimental data observational data secondary data online data ethnographic data

Consumers are most likely to willingly provide research information when researchers provide which of the following? coupons social network membership value for the exchange prizes rebates

The availability of which of the following is most problematic in international marketing research? primary data research specialists secondary data intelligence limitations consumers willing to answer surveys

The real value of marketing research and information lies not in quantity but in the customer insights provided.

One challenge with using secondary data gathered by international researchers is that the data may be __________. difficult to compare obtained from too many domestic research services expensive to collect lacking credibility collected improperly

Companies allowing key customers and value-network members to access accounts, products, and other data, are using _______. an extranet an intranet direct marketing marketing intelligence online research

Customer needs and buying motives are typically obvious to marketers.

You have been asked to locate secondary data for your small organization's research needs.Which of the following is a common source for this type of research? third party research companies the Canadian Small Business Administration the Canadian Census Bureau online surveys Statistics Canada

An effective MIS assesses information needs, develops needed information, and distributes the information to help managers use it in decision making.