Question 1

Which of the following statements is true of online panel providers?

Accepted Answer

A)  They sometimes pre-recruit people who agree to participate in online market research surveys.
B)  They must have less than thousand panel members.
C)  They are widely considered to be representative of the target population.
D)  They are widely believed to provide accurate and unbiased results.E) C) and D)
F) B) and D)

Question 2

To initiate the customer relationship management (CRM)  cycle, a company must first:

Accepted Answer

A)  identify its profitable and unprofitable customers.
B)  capture relevant customer data on interactions and relationships.
C)  understand the interactions with current customers.
D)  identify customer relationships with the organization.E) A) and B)
F) All of the above

Question 3

Neuromarketing is a fresh attempt to better understand consumers' responses to promotion and purchase motivations.

Accepted Answer

A) True 
 B)False

Question 4

The first step in the marketing research process is to:

Accepted Answer

A)  specify the sampling procedures to be followed.
B)  recognize a marketing problem or opportunity.
C)  collect primary data from available sources.
D)  prepare and present a report.E) B) and D)
F) A) and B)

Question 5

In the context of web community research, all community interaction takes place on a custom-designed website.

Accepted Answer

A) True 
 B)False

Question 6

Which of the statements is true of management decision problems?

Accepted Answer

A)  They are far less general than marketing research problems.
B)  They must be broadly defined if the research effort is to be successful.
C)  They tend to be much broader in scope than marketing research problems.
D)  They tend to be information oriented.E) All of the above
F) A) and D)

Question 7

Explain the importance of marketing research in marketing decision making.

Accepted Answer

Answers will vary. Marketing research is...

Question 8

The diagnostic role of marketing research includes gathering and presenting factual statements.

Accepted Answer

A) True 
 B)False

Question 9

The most important use of marketing research is that:

Accepted Answer

A)  it can help managers serve both current and future customers accurately and efficiently.
B)  it helps managers eliminate the use of big data for data analysis.
C)  it helps managers focus on quantity rather than quality of products.
D)  it can help managers ensure that secondary data does not influence marketing decisions.E) A) and B)
F) A) and D)

Question 10

What is competitive intelligence (CI)?

Accepted Answer

Answers will vary. Competitive intellige...

Question 11

Briefly discuss probability samples and nonprobability samples.

Accepted Answer

Answers will vary. A firm can seldom tak...

Question 12

Which of the following statements is true of nonprobability samples?

Accepted Answer

A)  In a nonprobability sample, the probability of selection of each sampling unit is not known.
B)  Nonprobability samples are expensive.
C)  In a nonprobability sample, every element has a known statistical likelihood of being selected.
D)  Nonprobability samples cannot be used in marketing research.E) C) and D)
F) A) and C) A

Question 13

A(n)  _____ involves interviewing businesspeople at their offices concerning industrial products or services, a process that is very expensive.

Accepted Answer

A)  apprentice interview
B)  executive interview
C)  mall intercept interview
D)  career fair interviewE) C) and D)
F) A) and D)

Question 14

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

Accepted Answer

A) True 
 B)False  True

Question 15

_____ is a system for gathering information from respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy.

Accepted Answer

A)  Web community research
B)  An online focus group
C)  Scanner-based research
D)  A Web survey systemE) B) and D)
F) B) and C)

Question 16

In the context of the ever-changing marketplace, which of the following statements is true of marketing research?

Accepted Answer

A)  It does not allow managers to explore alternatives.
B)  It helps managers take advantage of opportunities in the market.
C)  It does not help managers serve future customers.
D)  It results in inaccurate forecast as the market place keeps changing.E) A) and B)
F) A) and C)

Question 17

Which of the following is a difference between primary data and secondary data?

Accepted Answer

A)  Primary data are inexpensive to gather, while secondary data are expensive to gather.
B)  Primary data can be maintained in secrecy, while secondary data are usually available to all interested parties for relatively small fees or free.
C)  Primary data are outdated, whereas secondary data are current and have known sources.
D)  Primary data are data that have been previously collected, while secondary data are data that have been collected for the first time.E) A) and B)
F) None of the above

Question 18

The diagnostic role of marketing research includes:

Accepted Answer

A)  gathering and presenting factual statements.
B)  predicting future changes in marketing requirements.
C)  explaining data.
D)  addressing "what if" questions.E) A) and B)
F) B) and D)

Question 19

Which of the following is an example of an open-ended question?

Accepted Answer

A)  Would you consider adopting children?
B)  What do you think about the new ice-cream flavor?
C)  Have you tried the new ice-cream flavor?
D)  Do you want to have children?E) A) and C)
F) B) and C)

Question 20

_____ is an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answers into the computer.

Accepted Answer

A)  Computer-assisted personal interviewing
B)  Computer-assisted telephone-interviewing
C)  Computer-assisted web-interviewing
D)  Computer-assisted self-interviewingE) A) and C)
F) All of the above D

Exam 9: Marketing Research

Which of the following statements is true of online panel providers?

Correct AnswerverifiedShow Answer

To initiate the customer relationship management (CRM) cycle, a company must first:

Correct AnswerverifiedShow Answer

Neuromarketing is a fresh attempt to better understand consumers' responses to promotion and purchase motivations.

Correct AnswerverifiedShow Answer

The first step in the marketing research process is to:

Correct AnswerverifiedShow Answer

In the context of web community research, all community interaction takes place on a custom-designed website.

Correct AnswerverifiedShow Answer

Which of the statements is true of management decision problems?

Correct AnswerverifiedShow Answer

Explain the importance of marketing research in marketing decision making.

Correct AnswerverifiedAnswers will vary. Marketing research is...View AnswerShow Answer

The diagnostic role of marketing research includes gathering and presenting factual statements.

Correct AnswerverifiedShow Answer

The most important use of marketing research is that:

Correct AnswerverifiedShow Answer

What is competitive intelligence (CI)?

Correct AnswerverifiedAnswers will vary. Competitive intellige...View AnswerShow Answer

Briefly discuss probability samples and nonprobability samples.

Correct AnswerverifiedAnswers will vary. A firm can seldom tak...View AnswerShow Answer

Which of the following statements is true of nonprobability samples?

Correct AnswerverifiedA

A(n) _____ involves interviewing businesspeople at their offices concerning industrial products or services, a process that is very expensive.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedTrue

_____ is a system for gathering information from respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy.

Correct AnswerverifiedShow Answer

In the context of the ever-changing marketplace, which of the following statements is true of marketing research?

Correct AnswerverifiedShow Answer

Which of the following is a difference between primary data and secondary data?

Correct AnswerverifiedShow Answer

The diagnostic role of marketing research includes:

Correct AnswerverifiedShow Answer

Which of the following is an example of an open-ended question?

Correct AnswerverifiedShow Answer

_____ is an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answers into the computer.

Correct AnswerverifiedD

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Answers will vary. Marketing research is...
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Answers will vary. Competitive intellige...
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Answers will vary. A firm can seldom tak...
View Answer

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A

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True

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D