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Exam 10: Marketing Research

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Question 71

Multiple Choice

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If a firm has demographic and purchasing information about its customers, the firm can use data mining techniques to

A) understand psychographic motivations.
B) create marketing mixes based on consumer self-values.
C) build separate marketing programs for different demographic segments.
D) determine which syndicated data warehouse services to purchase.
E) find out which competitors its customers purchase from.

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Question 72

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One of the benefits of marketing research is it reduces the uncertainty under which managers make decisions.

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Question 73

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After reviewing the existing data on seasonal spending by his company's customers, Marvin decided he needed new information collected to address his research questions. Marvin will need __________ data to address the questions in his market research study.

In questionnaire design, a question such as, "Marketing is the best part of the business program, isn't it?" suffers from the problem of a question

The owner of A. C. Flora Ford Dealership wanted to know why consumers chose his company to purchase a car. He was fairly sure that most customers had one of three reasons-service, reputation, or location-but wanted to know which was revealed as the most frequent reason for purchasing. A. C. Flora will probably use a survey with __________ questions to address his research problem.

When doing market research, it is important to uphold strong business ethics. What are the marketing research guidelines provided by the American Marketing Association?

The text lists a number of major syndicated data services, including ACNielsen and SymphonyIRI. Obviously, these firms provide value to marketers or they would go out of business. What advantages do syndicated data services provide relative to marketers conducting primary research to address their research needs? What are the disadvantages associated with using syndicated data services?

Warren is conducting a marketing research project. He is not sure what questions to ask or what types of consumers he should talk to. Warren is ready to conduct quantitative research.

How might a book publisher use blogs in its marketing research efforts?

Omar is responsible for marketing and marketing research for a mid-sized manufacturer of assemblies for the housing market. His boss has asked him to cut back expenses, especially in marketing research: "Why can't you just use information off the Internet? There's plenty out there." What is Omar's best response to try to get his boss to change his mind?

T'Lene is putting together a focus group to discuss students' concerns about the business curriculum. What should her focus group include?

If senior management already has made its decision, should market research be conducted? What questions should be considered?

When consumers are unable to articulate their experiences, __________ becomes particularly useful in understanding consumers' preferences.

Mattel wanted to determine whether a new toy would appeal to preschoolers, so it put six 4-year-olds in a room with several toys and waited to see which ones they played with. What form of research is this?

Which of the following is a systematic means of collecting information from people by using a questionnaire?

Benefit-cost analysis in market research weighs

Fingerprints are an example of biometric data.

Tyree is concerned about a competitor's new line of outdoor barbeque grills that provide most of the same features as his products. Tyree might consider using __________ to gather qualitative information from consumers about the competitor's offerings.

The CEO of a bank in Montana approaches the marketing director, explaining that the bank is considering expanding into Wyoming. The CEO asks the marketing director to design a research project to collect demographic data about Wyoming residents by county and zip code. What is an inexpensive option for collecting this data?

Zan wants to collect considerable information about the current opinions of his ten most important customers. Zan will probably use the __________ research method.