Question 1

What is representativeness of a sample?

Accepted Answer

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Question 2

CRM analysts develop data warehouses and use sophisticated data mining techniques to unearth the patterns in customer data.

Accepted Answer

CRM analysts use data warehouses and data mining techniques to analyze customer data in order to identify patterns and insights that can be used to improve business operations and customer experience.

Question 3

A researcher who wants to calculate confidence limits for sampling error would use nonprobability samples.

Accepted Answer

In order to calculate confidence limits for sampling error, a researcher must use probability samples. Probability samples are necessary to ensure that the sample is representative of the population the researcher is interested in studying. Nonprobability samples are not randomly selected, so they may not accurately represent the population and would not generate reliable estimates of confidence intervals.

Question 4

Compare and contrast closed-end questions and open-end questions for gathering data.

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Question 5

What are the different types of sampling?

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Question 6

What are the three types of objectives that a marketing research project might have?

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Question 7

What are the different types of interviews conducted to collect information?

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Question 8

ABC Interior Designs wants to collect research data through mechanical instruments.The three typical methods are video cameras,checkout scanners,and Internet surveys.

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Question 9

In a convenience sample,the researcher selects the easiest population members from which to obtain information.

Accepted Answer

In a convenience sample, the researcher selects the population members that are most easily accessible and available to participate in the study. This may not represent the whole population and may result in bias.

Question 10

Marketers can obtain needed information from internal data,marketing intelligence,and marketing research.Explain some common sources for each of these.

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Question 11

How is secondary data gathered?

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Question 12

Briefly compare the three different types of research approaches for gathering primary data.

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Question 13

Neuromarketing techniques provide easy-to-interpret data that allow researchers to analyze consumer involvement with products.

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Question 14

Questionnaires are the most common research instrument.

Accepted Answer

Questionnaires are widely used in research as they are easy to administer and can reach a large number of participants. However, other research instruments such as interviews, observations, and experiments are also commonly used.

Question 15

Provide the advantages/benefits of each of the contact methods.

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Question 16

Suppliers,customers,resellers,and select other network members may access a company's extranet to update their accounts,arrange purchases,and check orders against inventories to improve customer service.

Accepted Answer

This statement is true. Extranets are used by a company's network members (suppliers, customers, resellers) to collaborate, make transactions, and access information related to their accounts and orders in order to improve customer service.

Question 17

Discuss the makeup and functions of a marketing information system (MIS).

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Question 18

Ideally,a sample should be representative so that the researcher can make accurate estimates of the thoughts and behaviors of the larger population.

Accepted Answer

A representative sample is necessary to accurately estimate the thoughts and behaviors of the larger population. This is because a representative sample reflects the diversity and characteristics of the larger population, which allows for generalizations to be made about the population as a whole.

Question 19

Describe the basic marketing research process.

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Question 20

The most important issue facing online researchers in the United States is the lack of a broad cross section of consumers who have access to the Internet.

Accepted Answer

While access to the Internet is a significant issue, it is not the most important issue facing online researchers in the United States. Other important issues include privacy concerns, data security, and the reliability and accuracy of online information.

Quiz 4: Managing Marketing Information to Gain Customer Insights