Question 1

Though field service firms specialize in conducting interviews on subcontracted basis,they also provide focus group facilities.

Accepted Answer

Field service firms not only conduct interviews on subcontracted basis but they also provide focus group facilities.

Question 2

Jetsetter Airlines plans to introduce special meals on their flights during holiday seasons.It begins to gather all the relevant information for implementing the plan.It uses information available in its database to determine the number of flights flown and the number of passengers who flew with them during the previous year's holiday seasons.In this case,which of the following types of data is collected by Jetsetter Airlines?

Accepted Answer

The data collected by Jetsetter Airlines is secondary data, as it is information that has already been collected and stored in their database. This data is used to inform the decision-making process for implementing the special meals plan. The other options - qualitative data and raw data - do not accurately describe the type of data being collected in this scenario. Primary data would be collected through new research or surveys specifically designed for this project, which is not the case here.

Question 3

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

Accepted Answer

Both in-home personal interviews and executive interviews tend to be very expensive due to the need for skilled interviewers and the time required to conduct these interviews.

Question 4

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

Accepted Answer

The answer of Online panel providers consist of a carefully...

Question 5

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

Accepted Answer

The final step in CRM is typically to enhance customer relationships and loyalty, not just to identify profitable and unprofitable customers. Identifying customer profitability is part of earlier analysis stages.

Question 6

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

Accepted Answer

The use of big data analytics in developing an effective customer relationship management system is not restricted to the storage and integration of customer data. It also involves analyzing the data to gain insights into customer behavior and preferences, predicting customer needs, and personalizing marketing and communication strategies.

Question 7

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

Accepted Answer

Marketing research helps managers understand the market and customers' perception of their products or services, and it allows them to identify opportunities for improvement and growth. This knowledge can be used to make informed decisions to increase customer satisfaction and perceived value.

Question 8

Competitive intelligence specifies how and when data will be gathered,what data is relevant,and how the data will be analyzed to solve a marketing research problem.

Accepted Answer

The answer of Competitive intelligence specifies how and when data...

Question 9

Which stage 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?

Accepted Answer

Leveraging customer information involves analyzing and transforming customer data into useful information, and then sharing it across the organization to improve decision-making and customer interactions.

Question 10

The first step in the marketing research process is to:

Accepted Answer

The first step in the marketing research process is to identify and recognize a marketing problem or opportunity. Without this step, the research may not have a clear focus or purpose. Once the problem or opportunity is recognized, appropriate research methods can be determined, data can be collected, and insights can be generated.

Question 11

Which of the following is a criticism of online panels?

Accepted Answer

One of the main criticisms of online panels is that incentivizing people to join the panel can lead to biased and misleading results as those who are motivated to participate may not be representative of the general population.

Question 12

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

Accepted Answer

The answer of Internet surveys are labor-intensive in nature and...

Question 13

According to the Maritz Marketing Research Loyalty Report,the attribute program values refer to:

Accepted Answer

The answer of According to the Maritz Marketing Research Loyalty...

Question 14

Kay & Maggie's,a beauty salon,is conducting a survey to find out how satisfied its customers are with the service provided at all its outlets.For this purpose,it distributes questionnaires and conducts personal interviews with its customers.Which form of data is being collected by Kay & Maggie's?

Accepted Answer

Primary data is the data that is collected by the researcher for the first time for a specific purpose. In this case, Kay & Maggie's is collecting data directly from its customers through questionnaires and interviews for the purpose of determining their satisfaction with the service provided at its outlets.

Question 15

Unlike a marketing research problem,a management decision problem:

Accepted Answer

A management decision problem focuses on broader business issues and decisions that need to be made, while a marketing research problem is more specifically related to gathering information about a particular marketing issue or opportunity. Management decision problems may involve a range of options, from considering new product lines to restructuring the organization. Therefore, these problems require a broader scope and a more strategic approach.

Question 16

Which of the following is an advantage of primary data?

Accepted Answer

Primary data is collected specifically for a particular research question and, therefore, can answer specific research questions that secondary data may not be able to address. This makes it an advantage of primary data over secondary data. The other options given are incorrect. Primary data collection usually incurs more cost than secondary data collection, primary data is not easily available to any interested party, and interviewer biases can still occur in the process of collecting primary data.

Question 17

Unlike traditional surveys,Internet surveys:

Accepted Answer

The answer of Unlike traditional surveys,Internet surveys:
...

Question 18

Marketing research is of little help to managers who want to understand detailed and complicated relationships.

Accepted Answer

Marketing research plays a crucial role in helping managers understand detailed and complicated relationships. By gathering data, analyzing it, and providing insights, marketing research provides managers with the information they need to make informed business decisions.

Question 19

The publisher of a business magazine wants to make several major changes in the magazine's content and format.Which of the following will enable the publisher to understand the changes that will most likely be welcomed by its readers?

Accepted Answer

Marketing research will enable the publisher to gather information about the preferences and needs of its readers, and understand the changes that will most likely be welcomed. This information can then be used to make informed decisions about the changes to be made in the content and format of the magazine. Product differentiation is not relevant to this situation as it refers to the process of distinguishing a product from its competitors. Cannibalization refers to the situation when a new product or service takes market share from an existing one, which is not relevant here. Planned obsolescence refers to the process of designing a product with a limited lifespan or functionality to encourage its replacement, which is not relevant in this context.

Question 20

The research design for solving a particular problem contains instructions on how the results of the marketing research should be implemented and verified for effectiveness.

Accepted Answer

The research design outlines the plan for collecting and analyzing data, but it does not include instructions on implementing or verifying the effectiveness of the results.

Quiz 9: Marketing Research