Question 1

Secondary data consists of information ________.

Accepted Answer

A)  that already exists somewhere but is outdated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

Question 2

One challenge with using secondary data gathered by international researchers is that the data may be ________.

Accepted Answer

A)  difficult to compare
B)  obtained from too many domestic research services
C)  expensive to collect
D)  lacking credibility
E)  collected improperly

Question 3

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

Accepted Answer

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

Question 4

Jason West, owner of A-1 Cleaning, began his enterprise in 2001. Jason's primary focus had been on office cleaning for large corporations. But in recent months Jason has seen a decline in demand for office cleaning. Surprisingly, the competitive environment appears relatively stable with no new competitors. However, Jason understands that office cleaning is a high-frequency service that is usually performed daily; therefore, competitors must be doing something to attract his customers. Building a competitive advantage seems to be the only option to offset competition. But as Jason pondered his dilemma, he realized that he needed to better understand how customers assess service quality and what they are looking for in a superior cleaning service before he could build his competitive advantage.

Jason developed a research plan. First, he gathered competitor information—primarily through pamphlets, but also from a few phone calls—to find out exactly what competitors offer in their cleaning packages. In addition, Jason obtained from the area Chamber of Commerce an updated list of local corporations to which he would send a short survey.

Though the list of corporations contained 141 local company names, Jason chose to survey 75 of them. To better understand customer service expectations in both small and large corporations, Jason divided his surveys into two categories. The survey questions were designed to extract specific data from respondents with regard to service quality expectations in correlation to service frequency and price.

Jason awaited the results. Though his primary focus had been on large corporations, he was flexible and would aim his efforts differently if needed.

-What type(s)of secondary data did Jason collect?

Accepted Answer

The list of local companies pr...

Question 5

Michelle Phaneuf is a customer service agent for a national car rental business. She has access to the company's intranet, which provides performance reports, shared work documents, contact information, and detailed information about customers. Which of the following is this access most likely to enable Michelle to do during interactions with customers?

Accepted Answer

A)  analyze primary data
B)  use data mining techniques
C)  share information with value-network members
D)  reward customer loyalty with an upgrade or discount
E)  evaluate marketing intelligence

Question 6

Why is it important for the statement of the problem and the research objectives to guide the entire research process?

Accepted Answer

The specific nature of the problem and t...

Question 7

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 small, a researcher would be most concerned about which of the following?

Accepted Answer

A)  finding a representative sample
B)  generalizing from the results
C)  administering the questions
D)  orchestrating cooperation among participants
E)  finding enough secondary data to support the findings

Question 8

Explain why it's important for both the researcher and the marketing manager to interpret the findings of market research.

Accepted Answer

Both a marketing manager and a researche...

Question 9

You want to determine whether no-smoking policies have affected morale among young female workers in companies that employ fewer than 50 workers in northern Ontario. Are any secondary data likely available? Why?

Accepted Answer

Because the data sought are so...

Question 10

Small organizations can effectively obtain and use (with minimal effort and cost) the following types of data, except ________.

Accepted Answer

A)  experimental data
B)  observational data
C)  secondary data
D)  online data
E)  ethnographic data

Question 11

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

Accepted Answer

A)  descriptive
B)  exploratory
C)  causal
D)  corrective
E)  descriptive and exploratory

Question 12

You want to find out whether Canadians between 18 and 40 years of age tend to vote Liberal and whether Canadians between 41 and 70 tend to vote Conservative. You will most likely use a ________ to collect your data.

Accepted Answer

A)  simple random sample
B)  mechanical device
C)  stratified random sample
D)  cluster sample
E)  convenience sample

Question 13

What is a major drawback of probability sampling?

Accepted Answer

A)  It can be time consuming and costly.
B)  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 14

Marketing researchers can conduct their own searches of secondary data sources by using commercial online databases.

Accepted Answer

A) True 
 B)False

Question 15

Explain the common problems that international marketing researchers encounter.

Accepted Answer

International researchers deal with less...

Question 16

Jason West, owner of A-1 Cleaning, began his enterprise in 2001. Jason's primary focus had been on office cleaning for large corporations. But in recent months Jason has seen a decline in demand for office cleaning. Surprisingly, the competitive environment appears relatively stable with no new competitors. However, Jason understands that office cleaning is a high-frequency service that is usually performed daily; therefore, competitors must be doing something to attract his customers. Building a competitive advantage seems to be the only option to offset competition. But as Jason pondered his dilemma, he realized that he needed to better understand how customers assess service quality and what they are looking for in a superior cleaning service before he could build his competitive advantage.

Jason developed a research plan. First, he gathered competitor information—primarily through pamphlets, but also from a few phone calls—to find out exactly what competitors offer in their cleaning packages. In addition, Jason obtained from the area Chamber of Commerce an updated list of local corporations to which he would send a short survey.

Though the list of corporations contained 141 local company names, Jason chose to survey 75 of them. To better understand customer service expectations in both small and large corporations, Jason divided his surveys into two categories. The survey questions were designed to extract specific data from respondents with regard to service quality expectations in correlation to service frequency and price.

Jason awaited the results. Though his primary focus had been on large corporations, he was flexible and would aim his efforts differently if needed.

-Of the 141 companies on the list, Jason chose to survey only 75 of them. How might he have chosen this sample?

Accepted Answer

Though the case does not specify, Jason ...

Question 17

Tasoula Jeannopoulos has a limited budget for the market research she needs to conduct; however, the sample size for her research is quite large. Which of the following methods of contact would provide Tasoula with the most cost-effective way to reach a large sample of potential customers?

Accepted Answer

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

Question 18

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

Accepted Answer

Internal databases are built upon record...

Question 19

Which of the following is false about marketing research?

Accepted Answer

A)  Marketing research provides marketers insight into customers' motivations.
B)  Marketing research helps marketers identify customer purchase behaviours and satisfaction.
C)  Marketing research helps marketers assess product market potential.
D)  Marketing research provides immediate revenue for the firm.
E)  Marketing research enables marketers see the effectiveness of their promotion activities.

Question 20

Wendy's came out with a new hamburger and released it in two different cities with two different price points. Marketers at Wendy's then analyzed the different levels of purchase made at the two different price points, planning on using the information to set a nationwide price for the new offering. This is an example of ________.

Accepted Answer

A)  observational research
B)  survey research
C)  ethnographic research
D)  experimental research
E)  descriptive research

Exam 5: Managing Marketing Information to Gain Customer Insights

Correct Answer
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Though the case does not specify, Jason ...
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Correct Answer
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The list of local companies pr...
View Answer

Correct Answer
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Explain why it's important for both the researcher and the marketing manager to interpret the findings of market research.

Correct Answer
verified
Both a marketing manager and a researche...
View Answer

What is a major drawback of probability sampling?

Correct Answer
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Small organizations can effectively obtain and use (with minimal effort and cost) the following types of data, except ________.

Correct Answer
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Which of the following is false about marketing research?

Correct Answer
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Why is it important for the statement of the problem and the research objectives to guide the entire research process?

Correct Answer
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The specific nature of the problem and t...
View Answer

Correct Answer
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Explain the common problems that international marketing researchers encounter.

Correct Answer
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International researchers deal with less...
View Answer

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 small, a researcher would be most concerned about which of the following?

Correct Answer
verified

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

Correct Answer
verified
Internal databases are built upon record...
View Answer

Marketing researchers can conduct their own searches of secondary data sources by using commercial online databases.

Correct Answer
verified

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

Correct Answer
verified

One challenge with using secondary data gathered by international researchers is that the data may be ________.

Correct Answer
verified

You want to determine whether no-smoking policies have affected morale among young female workers in companies that employ fewer than 50 workers in northern Ontario. Are any secondary data likely available? Why?

Correct Answer
verified
Because the data sought are so...
View Answer

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

Correct Answer
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Secondary data consists of information ________.

Correct Answer
verified

You want to find out whether Canadians between 18 and 40 years of age tend to vote Liberal and whether Canadians between 41 and 70 tend to vote Conservative. You will most likely use a ________ to collect your data.

Correct Answer
verified

Tasoula Jeannopoulos has a limited budget for the market research she needs to conduct; however, the sample size for her research is quite large. Which of the following methods of contact would provide Tasoula with the most cost-effective way to reach a large sample of potential customers?

Correct Answer
verified

Exam 5: Managing Marketing Information to Gain Customer Insights

Correct AnswerverifiedThough the case does not specify, Jason ...View AnswerShow Answer

Correct AnswerverifiedThe list of local companies pr...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Explain why it's important for both the researcher and the marketing manager to interpret the findings of market research.

Correct AnswerverifiedBoth a marketing manager and a researche...View AnswerShow Answer

What is a major drawback of probability sampling?

Correct AnswerverifiedShow Answer

Small organizations can effectively obtain and use (with minimal effort and cost) the following types of data, except ________.

Correct AnswerverifiedShow Answer

Which of the following is false about marketing research?

Correct AnswerverifiedShow Answer

Why is it important for the statement of the problem and the research objectives to guide the entire research process?

Correct AnswerverifiedThe specific nature of the problem and t...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Explain the common problems that international marketing researchers encounter.

Correct AnswerverifiedInternational researchers deal with less...View AnswerShow Answer

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 small, a researcher would be most concerned about which of the following?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedInternal databases are built upon record...View AnswerShow Answer

Marketing researchers can conduct their own searches of secondary data sources by using commercial online databases.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

One challenge with using secondary data gathered by international researchers is that the data may be ________.

Correct AnswerverifiedShow Answer

You want to determine whether no-smoking policies have affected morale among young female workers in companies that employ fewer than 50 workers in northern Ontario. Are any secondary data likely available? Why?

Correct AnswerverifiedBecause the data sought are so...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Secondary data consists of information ________.

Correct AnswerverifiedShow Answer

You want to find out whether Canadians between 18 and 40 years of age tend to vote Liberal and whether Canadians between 41 and 70 tend to vote Conservative. You will most likely use a ________ to collect your data.

Correct AnswerverifiedShow Answer

Tasoula Jeannopoulos has a limited budget for the market research she needs to conduct; however, the sample size for her research is quite large. Which of the following methods of contact would provide Tasoula with the most cost-effective way to reach a large sample of potential customers?

Correct AnswerverifiedShow Answer

Correct Answer
verified
Though the case does not specify, Jason ...
View Answer

Correct Answer
verified
The list of local companies pr...
View Answer

Correct Answer
verified

Correct Answer
verified
Both a marketing manager and a researche...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The specific nature of the problem and t...
View Answer

Correct Answer
verified

Correct Answer
verified
International researchers deal with less...
View Answer

Correct Answer
verified

Correct Answer
verified
Internal databases are built upon record...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Because the data sought are so...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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