Question 1

Which of the following is a structured method of online research where marketers require direct responses from customers?

Accepted Answer

A)   online behavioral targeting
B)   social media tracking
C)   online listening
D)   online surveys
E)   blog analysis

Question 2

Describe the components of a marketing information system (MIS),and list its three main functions.

Accepted Answer

A typical MIS consists of people,equipme...

Question 3

Which of the following would most likely use informal research methods to obtain marketing insights?

Accepted Answer

A)   multinational firms
B)   pharmaceutical firms
C)   brick-and-mortar companies
D)   not-for-profit organizations
E)   family-owned businesses

Question 4

When managers glean information from their company's accounting and sales records stored in the computer,they are using an internal database.

Accepted Answer

A) True 
 B)False

Question 5

Experimental research is best suited for gathering ________ information.

Accepted Answer

A)   exploratory
B)   causal
C)   ethnographic
D)   interactive
E)   descriptive

Question 6

The response rate in mail surveys is often very low.

Accepted Answer

A) True 
 B)False

Question 7

Erica Jenson has a limited budget to conduct a market research.Which of the following research approaches would provide Erica with the most cost-effective way to reach a large number of respondents in a short period?

Accepted Answer

A)   telephone surveys
B)   personal interviews
C)   Internet-based surveys
D)   mail surveys
E)   focus group interviews

Question 8

How has the marketing research industry responded to the intrusion and privacy issues concerning consumer data?

Accepted Answer

The marketing research industry is consi...

Question 9

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

Accepted Answer

The three research approaches for gather...

Question 10

In which of the following research methods does the sample size have little impact on costs?

Accepted Answer

A)   focus group interviews
B)   personal interviews
C)   mail surveys
D)   Internet-based surveys
E)   telephone surveys

Question 11

In CRM,________ is the technique that helps researchers sift through mounds of detailed customer information and dig out interesting findings about customers.

Accepted Answer

A)   value marketing
B)   data mining
C)   test marketing
D)   neuromarketing
E)   serial processing

Question 12

Which of the following sources constitutes the internal database of a company?

Accepted Answer

A)   commercial online databases
B)   conversations on social media
C)   the company's sales records
D)   reports sold by market research firms
E)   the Web

Question 13

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

Accepted Answer

A)   primary
B)   secondary
C)   first-hand
D)   experimental
E)   ethnographic

Question 14

Which of the following is true of competitive marketing intelligence?

Accepted Answer

A)   It can predict a firm's future but not the pattern of forces in the market.
B)   It cannot be collected from internal sources of a firm such as employees and sales force.
C)   It requires inside information from a competitors' internal database.
D)   It can be obtained from information that is available in the public domain.
E)   It can be obtained from online databases only through subscription and a fee.

Question 15

Hammond Corp.operates in the highly aggressive electronics market.The firm aims to obtain early warnings of opportunities and threats caused by the actions of other firms that are doing well in the industry.Which of the following sources would best serve Hammond's purpose?

Accepted Answer

A)   sales data from exclusive Hammond retailers
B)   archival data on company performance
C)   competitive marketing intelligence
D)   research on demographics of its existing customers
E)   internal survey on employee performance

Question 16

Which of the following is the second step of the marketing research process?

Accepted Answer

A)   reporting the research findings
B)   developing the research plan
C)   implementing the research plan
D)   defining the research problem
E)   defining the research objectives

Question 17

The questionnaire is the most common research instrument.

Accepted Answer

A) True 
 B)False

Question 18

Secondary data consist of information collected for the specific purpose at hand.

Accepted Answer

A) True 
 B)False

Question 19

Ethnographic research is ________.

Accepted Answer

A)   a standard analysis of publicly available information
B)   conducted in settings where people live and work
C)   an approach that provides only secondary data
D)   most feasible when customers live in distant locations
E)   used by marketers seeking quantitative data

Question 20

Which of the following contact methods is flexible,allows for explanation of difficult questions,and lends itself to demonstrating products?

Accepted Answer

A)   mail questionnaires
B)   telephone interviews
C)   individual interviews
D)   online questionnaires
E)   e-mail interviews

Exam 4: Managing Marketing Information to Gain Customer Insights

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

Correct AnswerverifiedThe three research approaches for gather...View AnswerShow Answer

Which of the following contact methods is flexible,allows for explanation of difficult questions,and lends itself to demonstrating products?

Correct AnswerverifiedShow Answer

The questionnaire is the most common research instrument.

Correct AnswerverifiedShow Answer

The response rate in mail surveys is often very low.

Correct AnswerverifiedShow Answer

How has the marketing research industry responded to the intrusion and privacy issues concerning consumer data?

Correct AnswerverifiedThe marketing research industry is consi...View AnswerShow Answer

Which of the following is true of competitive marketing intelligence?

Correct AnswerverifiedShow Answer

Erica Jenson has a limited budget to conduct a market research.Which of the following research approaches would provide Erica with the most cost-effective way to reach a large number of respondents in a short period?

Correct AnswerverifiedShow Answer

In CRM,________ is the technique that helps researchers sift through mounds of detailed customer information and dig out interesting findings about customers.

Correct AnswerverifiedShow Answer

Experimental research is best suited for gathering ________ information.

Correct AnswerverifiedShow Answer

Which of the following would most likely use informal research methods to obtain marketing insights?

Correct AnswerverifiedShow Answer

Describe the components of a marketing information system (MIS),and list its three main functions.

Correct AnswerverifiedA typical MIS consists of people,equipme...View AnswerShow Answer

When managers glean information from their company's accounting and sales records stored in the computer,they are using an internal database.

Correct AnswerverifiedShow Answer

Which of the following sources constitutes the internal database of a company?

Correct AnswerverifiedShow Answer

Secondary data consist of information collected for the specific purpose at hand.

Correct AnswerverifiedShow Answer

Ethnographic research is ________.

Correct AnswerverifiedShow Answer

In which of the following research methods does the sample size have little impact on costs?

Correct AnswerverifiedShow Answer

Which of the following is a structured method of online research where marketers require direct responses from customers?

Correct AnswerverifiedShow Answer

Hammond Corp.operates in the highly aggressive electronics market.The firm aims to obtain early warnings of opportunities and threats caused by the actions of other firms that are doing well in the industry.Which of the following sources would best serve Hammond's purpose?

Correct AnswerverifiedShow Answer

Which of the following is the second step of the marketing research process?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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The three research approaches for gather...
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The marketing research industry is consi...
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A typical MIS consists of people,equipme...
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