MAR4802-Lesson 04: Managing Marketing Information to Gain Customer Insights

Which of the following is most likely a disadvantage of focus group interviewing?

Focus group interviewing involves small samples to keep time and costs down, which makes it hard to generalize from the results.

Which of the following is most likely a disadvantage of focus group​ interviewing?

Focus group interviewing involves small samples to keep time and costs​ down, which makes it hard to generalize from the results.

Cape Sky Inc., an international insurance and financial services company, is the primary sponsor of the annual New York City Marathon, which is attended by over one million fans and watched by approximately 300 million viewers worldwide. The Cape Sky logo and name are displayed throughout the race course. Cape Sky most likely sponsors this event in order to appeal to which of the following types of publics?

General Public

Many companies todayare localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions, cities, and neighborhoods. This is an example of ________.

Geographic segmentation

________ calls for dividing the market into regions, states, counties, cities, or even neighborhoods.

Geographic segmentation

What are the major characteristics of government markets?

Government markets offer large opportunities for companies. Although they also buy on a negotiated contract basis, government organizations typically require suppliers to submit bids, and normally they award the contract to the lowest bidder. The process is highly structured and famous for "red tape." In addition to the bid amount, noneconomic criteria also play a role in government buying. Government buyers often favor firms from depressed business areas, small business firms, minority-owned firms, and business firms that avoid race, gender, or age discrimination.

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

How is voting going to help the nation?

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

How is voting going to help the nation?

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

How is voting going to help the nation?

You have decided to use only open-end questions on your survey. Which of the following questions would NOT be found on your survey?

How many cars does your family own?

You have decided to use only open-ended questions on your survey. Which of the following questions would NOT be found on your survey?

How many cars does your family own?

Researchers generally need to ask three questions when developing a sampling plan. Which of the questions below is one of these three?

How should participants be chosen (sampling procedure)?

You generally need to ask three questions when developing a sampling plan. Which of the questions below is one of these three?

How should participants be chosen (sampling procedure)?

Kei, a senior marketing manager of a pizzeria in North Florida, is currently researching electronic collections of consumer information within the company network to arrive at crucial marketing decisions. In this instance, Kei is using ________.

Internal databases

Which of the following is an advantage of using an internal database?

Internal databases can be accessed more quickly and cheaply than other information sources.

Which of the following is a disadvantage of using information from internal databases?

Internal information may be incomplete or in the wrong form for making marketing decisions.

Which of the following is a disadvantage of using information from internal​ databases?

Internal information may be incomplete or in the wrong form for making marketing decisions.

________ consists of evaluating each market segment's attractiveness and selecting one or more segments to enter.

Market targeting

Choose the statement that is NOT a typical consumer concern about intrusion on consumer privacy.

Marketers make too many products and services available, creating unnecessary consumer wants.

The market researchers at HoneyCamp Foods gather daily sales data and sort it by product line and region. With the help of sophisticated tools and techniques, they develop the data needed by marketing managers to evaluate the market share of the company's different products and also to gain valuable market insights. This mix of people and procedures at HoneyCamp Foods that generate actionable marketing insights represents a(n) ________.

Marketing Information System (MIS)

Which of the following statements regarding marketing intelligence is true?

Marketing intelligence is publicly available information.

________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

Marketing research

​________ is the systematic​ design, collection,​ analysis, and reporting of data relevant to a specific marketing situation facing an organization.

Marketing research

Which of the following is true with regard to marketing research?

Marketing research gives marketers insights into customer motivations.

Which of the following is true with regard to marketing​ research?

Marketing research gives marketers insights into customer motivations.

Dan has been directed to study the forces close to a company that affect its ability to serve its customers, such as the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. In this instance, Dan has been directed to study the ________ of the company.

Mircoenvironment

Orion Inc. operates in many industries, including pharmaceuticals and food products. The company's goal is to create "abundant and affordable food for all and a healthy environment." This represents Orion's ________.

Mission Statement

________ research involves observing customers in a natural context on the Internet.

Netnography

_______ refers to the measurement of brain activity to learn how consumers feel and respond.

Neuromarketing

________ refers to the measurement of brain activity to learn how consumers feel and respond.

Neuromarketing

______ involves gathering primary data by closely examining relevant people, actions, and situations.

Observational research

________ involves gathering primary data by closely examining relevant people, actions, and situations.

Observational research

​________ involves gathering primary data by closely examining relevant​ people, actions, and situations.

Observational research

Which of the following statements about big data is​ correct?

One result of big data is that marketing managers are often overloaded with information.

Which of the following is characteristic of online social networks?

Online social networks involves user-controlled content & multi-way communication have been successful at generating large adoption rates, especially among group peers.

Which of the following statements about online research is​ correct?

Online surveys generally have higher response rates than those conducted by mail or phone.

________ consists of arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.

Positioning

What is product position? What functions do perceptual positioning maps serve?

Product position is the way the product is defined by consumers on important attributes. Positioning maps show consumer perceptions of marketer's brands versus competing products on important buying dimensions.

A particular firm added three new products earlier this year to increase variety for customers. Two of the products failed to reach the minimal sales quota. Which of the following is LEAST likely to have been the cause of their failure?

Product research was too extensive

Which of the following is true with regard to products?

Products include services, events, persons, places, organizations, ideas, or a mixture of these.

Which of the following is not one of the "Four P's" that make up the set of tools a firm uses to implement its marketing strategy.. Place, Product, Price, Promotion, or Profit?

Profit

The pharmaceuticals division of Omni Healthcare holds low market share in a high-growth market. According to the BCG matrix, the pharmaceuticals division of Omni can be classified as a ________.

Question Mark

What are the two main research instruments used by marketing researchers in primary data​ collection?

Questionnaires and mechanical devices

Anna Gregory just completed reading a marketing research report about the top 25 countries that purchase American products. What would the report most likely say about international research within these countries?

Despite the costs of international research, the costs of not doing it are higher

Mass marketing involves identifying market segments, selecting one or more of them, and developing products and marketing programs tailored to each.

FALSE

Social class is based on shared value systems and common life experiences and situations.

FALSE

Specialty products are consumer products and services that customers evaluate on suitability, quality, price, and style, by gathering information and making comparisons.

FALSE

Subcultures consist only of religious groups.

FALSE

Unsought products are products that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort.

FALSE

With current technology systems, marketers find it simple to access and sift through the data that is gathered.

FALSE

With technology advances making it simple to contact many customers at once, companies have moved toward mass marketing over target marketing.

FALSE

With the recent explosion of information technologies, companies are finding it difficult to generate marketing information in great quantities.

FALSE

An obvious disadvantage of using customer relationship management is its ineffectiveness in pinpointing​ high-value customers.

False

Causal research involves sending observers to watch and interact with consumers in their natural environments.

False

External databases are electronic collections of consumer and market information obtained from data sources within a​ company's network.

False

Most major companies have now appointed a chief privacy officer (CPO), whose job is to safeguard the privacy of the companies in the international business environment.

False

The goal of competitive marketing intelligence is to evaluate and prevent high employee turnover.

False

With current technology​ systems, marketers find it simple to access and sift through the data that is gathered.

False

With the recent explosion of information​ technologies, companies are finding it difficult to generate marketing information in great quantities.

False

________ include banks, credit companies, insurance companies, and other businesses that help insure against the risks associated with the buying and selling of goods.

Financial intermediaries

Defining the problem and research objectives is the​ __________ step in the marketing research process.

First

________ consists of inviting 6 to 10 people to meet with a trained moderator to talk about a product, service, or organization.

Focus group interviewing

The real value of marketing research lies in the customer insights that it provides.

True

Which of the following is good advice about creating research questionnaires for Mark Hammel, research specialist at New Wave Data, to follow?

Use care in the wording and ordering of questions.

Which of the following is the best advice about creating research questionnaires?

Use simple and direct language.

You have decided to use only closed-end questions on your survey. Which of the following questions would NOT be found on your survey?

What do you like about your teacher?

You have decided to use only closed-ended questions on your survey. Which of the following questions would NOT be found on your survey?

What do you like about your teacher?

Costly international research is necessary if firms want to succeed in foreign markets.

Which of the following is most likely true about international research?

Which of the following questions is an example of a closed-end question?

Would you like to try our new ice cream flavor?

Which of the following questions is an example of a​ closed-end question?

Would you like to try our new ice cream​ flavor?

Which of the following is an example of a pure tangible good?

a bag of potato chips

A consumer is most likely to be paid a small fee for participating in which of the following?

a focus group interview

Which of the following is a goods-and-services combination?

a milk shake at an ice cream store

Which of the following product offerings is intangible?

a taxi ride

Challenges of managing big data include ________.

accessing and sifting through so much data

Challenges of managing big data include​ ________.

accessing and sifting through so much data

For primary data to be useful to marketers, it must be relevant, current, unbiased, and ________.

accurate

For secondary data to be useful to marketers, it must be relevant, current, unbiased, and ________.

accurate

Electron Corp. purchased Proton Corp. by buying all of its assets and ownership equity. This is an example of a(n) ________.

acquisition

The marketing information system can serve ________.

all of the above

What do many researchers encounter when conducting market research in foreign countries?

all of the above

According to the model of buyer behavior, which of the following is one of the two primary parts of a "buyer's black box"?

buyer's decision process

Business buyer behavior refers to the ________.

buying behavior of the organizations that buy goods and services for use in the production of other products and services that are sold, rented, or supplied to others

Experimental research is best suited for gathering ________ information.

casual

Akira Takano, a marketing manager, is about to test the hypothesis that the sale of a particular product will increase exponentially if there is a $5 drop in the selling price of the product. Akira is involved in ________ research.

causal

Akira​ Takano, a marketing​ manager, is about to test the hypothesis that the sale of a particular product will increase exponentially if there is a​ $5 drop in the selling price of the product. Akira is involved in​ ________ research.

causal

You are about to test hypotheses about decreasing sales in certain markets and their causes. You are involved in what type of research?

causal

You are about to test the hypothesis that sales of your product will increase at a very similar rate at either a $5 drop in unit price or a $7 drop in unit price. You are involved in what type of research?

causal

Which of the following is NOT considered a source of competitive marketing intelligence?

causal research

Which of the following is NOT considered a source of marketing intelligence?

causal research

Many major companies have created the position of ________ to address concerns about the privacy of customers.

chief privacy officer

The societal marketing concept seeks to establish a balance between ________.

consumer short-run wants and consumer long-run welfare

Google and Yahoo! routinely post ads related to a user's keyword searches alongside the searches. This practice is called ________.

contextual targeting

Which of the following is NOT an advantage of Web-based research?

control over who respondents are

Which of the following refers to a nonprobability sample in which the researcher selects the easiest population members from which to obtain information?

convenience sample

Which of the following refers to a nonprobability sample in which the researcher selects the easiest population members from which to obtain​ information?

convenience sample

Product planners need to consider products and services on three levels. Each level adds more customer value. The most basic level is ________, which addresses the question, "What is the buyer really buying?"

core customer value

Which of the following is one of the other stimuli present in a buyer's environment apart from marketing stimuli?

cultural stimuli

Del Monte has created a(n) ________ called "I Love My Dog"; this online community allows company-selected dog enthusiasts to complete product-related polls, chat with product developers, and provide feedback about specific products.

custom social network

Brad works with a reputable retailer and leads a team that collects market information from a wide variety of sources ranging from marketing research studies to monitoring online conversations where consumers discuss​ Brad's firm or its products.​ Brad's team uses this information to arrive at a better understanding of​ consumers' behavior and their buying motives.​ This, in​ turn, allows​ Brad's firm to successfully generate more value for consumers. Brad leads the​ ________ team.

customer insight team

Brad works with a reputable retailer and leads a team that collects market information from a wide variety of sources ranging from marketing research studies to monitoring online conversations where consumers discuss Brad's firm or its products. Brad's team uses this information to arrive at a better understanding of consumers' behavior and their buying motives. This, in turn, allows Brad's firm to successfully generate more value for consumers. Brad leads the ________ team.

customer insights

Typically, customer information is buried deep in separate databases, plans, and records of many different company functions and departments. To overcome such problems, which of the following should you try?

customer relationship management

When customers don't know what they want or don't even know what's possible, the most effective marketing strategy is ________ marketing.

customer-driving

In marketing research, the ________ phase is generally the most expensive and most subject to error.

data collection

In CRM, ________ techniques are used to sift through data and dig out interesting findings about customers.

data mining

In CRM, ________ techniques are used to sort through data and locate useful findings about customers.

data mining

In CRM, findings about customers discovered through ________ techniques often lead to marketing opportunities.

data mining

In​ CRM, ________ techniques are used to sort through data and locate useful findings about customers.

data mining

The product life cycle presents challenges. Which of the following is LEAST likely to require a company to adapt its marketing strategies?

decreased manufacturing costs

Which of the following is the first step in the marketing research process?

defining the problem and objectives of the study

Which of the following is the first step in the marketing research​ process?

defining the problem and objectives of the study

What is the first step in the marketing research process?

defining the problem and research objectives

Your colleague is confused about using the marketing research process, as he knows that something is wrong but is not sure of the specific causes to investigate. He seems to be having problems with ________, which is often the hardest step to take.

defining the problem and research objectives

Business demand that ultimately comes from the demand for consumer goods is known as ________ demand.

derived

Survey research, though used to obtain many kinds of information in a variety of situations, is best suited for gathering ________ information.

descriptive

Survey research, though used to obtain many kinds of information in a variety of situations, is the approach best suited for gathering ________ information.

descriptive

Which type of research would be best suited for identifying which demographic groups prefer diet soft drinks and why they have this preference?

descriptive

Beth Williams works for a marketing research company in Chicago. Her current research involves finding the market potential for a client's new line of sports apparel. Given her objective, which of the following types of research is the most suitable for Beth?

descriptive research

Beth Williams works for a marketing research company in Chicago. Her current research involves finding the market potential for a​ client's new line of sports apparel. Given her​ objective, which of the following types of research is the most suitable for​ Beth?

descriptive research

Survey research is the approach best suited for gathering​ __________.

descriptive research

Which of the following types of research would be best suited for understanding the attitudes of consumers who buy a particular brand of soft drink?

descriptive research

Which of the following types of research would be best suited for understanding the attitudes of consumers who buy a particular brand of soft​ drink?

descriptive research

An MIS user should most likely be able to ________.

develop customer insights

A marketing information system (MIS) consists of people and procedures to assess information needs, ________, and help decision makers analyze and use the information.

develop the needed information

Essentially, the marketing research process encompasses four steps. __________ is not a step in the research process.

developing the MIS

Which of the steps in the marketing research process has been left out of the following list: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings?

developing the research plan

Market segmentation can be best described as the process of ________.

dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors, and who might require separate products or marketing programs

A good marketing information system balances the information users ________ to have against what they ________ and what is ________ to offer.

don't need; can afford; available

internal databases

electronic collections of consumer and market information obtained from data sources within the company network

Despite the data glut that marketing managers receive, they are most likely to complain that they lack which of the following?

enough information of the right kind

Despite the data glut that marketing managers receive, they frequently complain that they lack ________.

enough information of the right kind

Which of the following is NOT one of the major variables used in segmenting consumer markets?

ethical

When ZIBA designers looking for ideas on how to craft a shower-cleaning tool spent 10 days in people's homes, watching consumers wash shower stalls, they were conducting ________ research.

ethnographic

​________, a form of observational​ research, involves sending observers to watch and interact with consumers in their natural environments.

ethnographic

A company sent a trained observer to watch and interact with consumers in their natural environments in order to gain deeper insights on consumer needs. This is an example of ________.

ethnographic research

A company sent a trained observer to watch and interact with consumers in their natural environments in order to gain deeper insights on consumer needs. This is an example of​ ________.

ethnographic research

Wal-Mart sends a trained observer to watch and interact with customers as they shop in a Wal-Mart store. This is an example of ________.

ethnographic research

Walmart sends a trained observer to watch and interact with customers as they shop in a Walmart store. This is an example of ________.

ethnographic research

While looking for ideas on how to craft a​ user-friendly dishwasher, the designers of a​ dishwasher-manufacturing company spent 10 days observing people as they used their dishwashers in their homes. In this​ instance, the designers were conducting​ a(n) ________.

ethnographic research

In a simple random sample, ________.

every member of the population has a known and equal chance of selection

In a simple random​ sample, ________.

every member of the population has a known and equal chance of selection

Market offering includes everything from pure tangible goods to pure services, as well as combinations of goods and services. Which of the following is NOT a product or service?

free concert

Which form of marketing research involves talking with people in their homes or offices, on the street, or in shopping malls?

individual interviewing

Which form of marketing research involves talking with people in their homes or​ offices, on the​ street, or in shopping​ malls?

individual interviewing

Which form of marketing research is flexible, allows for explanation of difficult questions, and lends itself to showing products and advertisements?

individual interviewing

A university enrolled 200 graduate students in the Fall of 2015. However, the enrollment rate was only slightly affected following a 12-percent hike in tuition the following fall. This illustrates ________ demand.

inelastic

The Pure Drug Company produces insulin, a product with a very stable demand. Even though the price changed several times in the past two years, the demand for Pure Drug's insulin remained relatively unaffected. In this instance, the demand for insulin is representative of ________ demand.

inelastic

When managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch to get reactions, they are using ________.

informal surveys

when managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch to get reactions, they are using ________.

informal surveys

Primary data consist of ________.

information collected for the specific purpose at hand

Primary data consist of​ ________.

information collected for the specific purpose at hand

primary data

information collected for the specific purpose at hand

In the second step of the marketing research process, research objectives should be translated into specific ________.

information needs

secondary data

information that already exists somewhere having been collected for another purpose

Secondary data consist of ________.

information that already exists somewhere, having been collected for another purpose

Secondary data consist of​ ________.

information that already exists​ somewhere, having been collected for another purpose

Diana Dion is currently researching data sources from within her company to make marketing decisions. Diana is making use of ________ databases.

internal

Marketing information from which type of database usually can be accessed more quickly and cheaply than other information sources?

internal

​Kei, a senior marketing manager of a pizzeria in North​ Florida, is currently researching electronic collections of consumer information within the company network to arrive at crucial marketing decisions. In this​ instance, Kei is using​ ________.

internal databases

Through which of these sources of information is a competitor LEAST likely to reveal intelligence information?

internal marketing conferences

Through which of these sources of information is a competitor least likely to reveal intelligence information?

internal marketing meetings

To develop needed​ information, marketing information systems utilize​ __________.

internal​ databases, marketing​ intelligence, and marketing research

AMF Research Group must guard against problems during the implementation phase of marketing research for its clients. Which of the following is NOT a problem that should be anticipated during this phase?

interpreting and reporting the findings

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

interpreting and reporting the findings

Which of the following is the final step of the marketing research​ process?

interpreting and reporting the findings

Which of the following is NOT a method of gathering good marketing intelligence?

interviewing competitors' employees to learn as much "inside information" as possible

Which of the following is NOT a method of gathering good marketing​ intelligence?

interviewing competitors' employees to learn as much inside information as possible

According to your text, what are two current major public policy and ethical issues in marketing research?

intrusions on consumer privacy and misuse of research findings

Ethnographic research ________.

is gathered here people live and work

Using marketing information to gain customer insights is of little value unless​ __________.

it is used to make better marketing decisions

Which of the following refers to a nonprobability sample in which the researcher uses his or her evaluation techniques to select population members who are good prospects for accurate​ information?

judgement sample

Which of the following refers to a nonprobability sample in which the researcher uses his or her evaluation techniques to select population members who are good prospects for accurate information?

judgment sample

For international researchers, ________ is the most obvious obstacle.

language

For international​ researchers, ________ is the most obvious obstacle.

language

The latest trend in the United States involves rediscovering the benefits of home-cooked food and the use of organic ingredients. People are choosing to spend hours in the kitchen using only the freshest ingredients to cook healthy and nutritious meals. This change in ________ is one of the reasons for the increasing demand for organic ingredients.

lifestyle

A good MIS balances the information users would ________ against what they really ________ and what is ________.

like to have; need; feasible to offer

Which of the following contact methods has the poorest response rate?

mail

Which of the following contact methods is generally the LEAST flexible?

mail

Loft Industries sells roof trusses to contractors and builders and is currently looking for honest feedback on its services.​ However, in the​ past, most of its efforts to procure feedback from customers did not yield any meaningful data. According to the marketing managers of Loft​ Industries, feedback was more polite than honest. Which of the following contact methods should Loft Industries most likely use to maximize its chances of receiving honest and impersonal​ feedback?

mail questionnaires

Maria Ramirez is conducting research to determine consumers' personal grooming habits. Because of the personal nature of many of the survey questions, Maria wants to select the contact method that is most likely to encourage respondents to answer honestly and that will allow her to easily collect large amounts of data. Which of the following is best suited to meet Maria's requirements?

mail questionnaires

Maria Ramirez is conducting research to determine​ consumers' personal grooming habits. Because of the personal nature of many of the survey​ questions, Maria wants to select the contact method that is most likely to encourage respondents to answer honestly and that will allow her to easily collect large amounts of data. Which of the following is best suited to meet​ Maria's requirements?

mail questionnaires

Maryann Rose is conducting research to determine consumers' personal grooming habits. Because of the personal nature of the survey questions about this topic, Maryann wants to select the contact method that is most likely to encourage respondents to answer honestly and that will allow her to easily collect large amounts of data. Which contact method should Maryann select?

mail questionnaires

The set of marketing tools a firm uses to implement its marketing strategy is called the ________.

marketing mix

descriptive research

marketing research to better describe marketing problems, situations or markets such as the market potential for a product or the demographics and attitudes of customers

exploratory research

marketing research to gather preliminary information that will help define problems and suggest hypotheses

casual research

marketing research to test hypotheses about cause and effect relationships

Maria works for Sigma Inc., a firm that helps companies target and promote their products to the right markets. Sigma is most likely a ________.

marketing services agency

Patti Lovelace is making a presentation to the owners of her company. She is trying to convince them to conduct some current marketing research. Which of the following would she be LEAST likely to emphasize as a benefit or selling point of marketing research?

measuring the effectiveness of pricing and accounting

Which of the following is LEAST likely to be a benefit of conducting marketing research?

measuring the effectiveness of pricing and accounting

In the context of geographical shifts in population, the migration toward ________ areas has resulted in a rapid increase in the number of people who telecommute.

micropolitan

Differences between business markets and consumer markets include all of the following EXCEPT ________.

people who make purchase decisions to satisfy needs

It is most accurate to say that when customers purchase products they act on ________ as they judge values and costs.

perceived value

Which contact method for marketing research is flexible, allows for explanation of difficult questions, and lends itself to showing products and advertisements?

personal interviewing

focus group interviewing

personal interviewing that involves inviting 6-10 people to gather for a few hours with a trained interviewer to talk about a product, service or organization. the interview focuses the group discussion on important issues

In the model of buyer behavior, which of the following is NOT a major type of force or event in the buyer's environment?

political

Marketing stimuli include which of the following?

price stimuli

Which of the following is NOT a potential source for marketing intelligence?

primary data

Which of the following is information gathered directly from respondents in order to specifically address a question at hand?

primary data

A fitness center has 1,000 members. It selects one in every ten members and conducts an online survey about customer satisfaction. Assuming a good response rate, the fitness center used which sampling plan?

probability

Rachel works for a furniture company in Ireland. She is responsible for buying and selling goods at a profit to small retailers. Rachel most likely operates in a ________ market.

reseller

Michael Quinones is a customer service agent for a national car rental business. He 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 Michael to do during interactions with customers?

reward customer loyalty with an upgrade or discount

Cultural differences, especially those involving language, can add to research costs in foreign markets and can increase the ________.

risk of error

In a company, the job of a chief privacy officer (CPO) is to ________.

safeguard the privacy of a firm's customers

In a company, the job of a chief privacy officer is to ________.

safeguard the privacy of a firm's customers

A(n) ________ is a segment of the population selected for marketing research to represent the population as a whole.

sample

Marketing researchers usually draw conclusions about large groups of consumers by studying a small ________ of the total consumer population.

sample

​A(n) ________ is a segment of the population selected for marketing research to represent the population as a whole.

sample

Because of the scarcity of good secondary data, international researchers often must collect their own primary data. An initial problem with this

samples

Because of the scarcity of good secondary data, international researchers often must collect their own primary data. An initial problem with this collection is developing good ________.

samples

Information collected from Internet search engines is an example of ________ data.

secondary

Information collected from Internet search engines is an example of​ ________ data.

secondary

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

secondary

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

secondary

Small organizations can obtain, with minimal effort and cost, most of which type of data available to large businesses?

secondary

Small organizations can obtain, with minimal effort, most of which type of data available to large businesses?

secondary

Small organizations can obtain, with relatively little effort, most of which type of data available to large businesses?

secondary

Which form of data below can usually be obtained more quickly and at a lower cost than the others?

secondary

Commercial online databases are rich sources for obtaining ________.

secondary data

Commercial online databases are rich sources for obtaining​ ________.

secondary data

Nielsen and the MONITOR are two sources that provide ________.

secondary data

The availability of which of the following is most problematic in international marketing research?

secondary data

sample

segment of the population selected for marketing research t o represent the population as a whole

While collecting sensitive customer data, market researchers should adhere to all of the following guidelines EXCEPT ________.

sharing information without the customer's authorization

For her current research project, Margaret Rogers wants to select a sample in which every member has a known and equal chance of selection. In other words, Margaret is looking for a ________.

simple random sample

For her current research​ project, Margaret Rogers wants to select a sample in which every member has a known and equal chance of selection. In other​ words, Margaret is looking for a​ ________.

simple random sample

The research plan should be presented in a written proposal. The proposal should include all of the following EXCEPT ________.

the predicted results

The research plan should be presented in a written proposal. The proposal should include all of the following EXCEPT​ ________.

the predicted results

Which of the following marketing orientations calls for aggressive promotional efforts and focuses on creating transactions rather than long-term customer relationships?

the selling concept

Which of the following is an advantage of telephone​ interviews?

the speed is higher

marketing research

the systematic design, collection, analysis and reporting of data relevant to a specific marketing situation facing an organization

In business markets with inelastic demand ________.

the total demand for products is not much affected by short-term price changes

What is the purpose of a data warehouse?

to gather and integrate data in a central, accessible location

Which of the following most accurately identifies the purpose of a data warehouse?

to integrate information a company already has

What is the purpose of marketing​ analytics?

to interpret the data obtained

Which of the following is the objective of causal research?

to test hypotheses about cause-and-effect relationships

​A(n) __________ is defined as any contact between a customer and a company.

touch point

Behavioral targeting, the practice of ________, is being used by more and more companies.

tracking consumers' online movements and using this information to target ads to them

Faced with determined competitive marketing intelligence efforts by competitors, most companies are now doing which of the following?

training employees on protecting company information

The most obvious advantages that Internet-based survey research offers over mail and personal interviewing approaches are high speed and low costs.

true

A successful CRM program is expected to help a company achieve all of the following EXCEPT ________.

understand the competition better

A successful CRM program is expected to help a company achieve all of the following EXCEPT​ ________.

understand the competition better

A successful Customer Relationship Management program is expected to help a company achieve all of the following EXCEPT ________.

understand the competition better

A successful CRM program can be expected to help a company achieve all of the following EXCEPT ________.

understanding the competition better

Tommy Baker is in charge of CRM for American Pie Nostalgia. As a result of his successful efforts in this area, his firm will likely enjoy all of the following EXCEPT ________.

understanding the competition better

Consumers are most likely to willingly provide research information when researchers provide which of the following?

value for the exchange

Consumers will be most likely to gladly provide research information when researchers provide ________.

value for the exchange

Companies can research many aspects of buying decisions. However, the one that is the most difficult to identify is ________.

why they buy

Which of the following is true about​ Internet-based survey​ research?

​Internet-based survey research is characterized by high speed and low costs.

Which of the following is a disadvantage of using secondary data?

Relevant secondary data can be difficult to locate.

Which of the following is a disadvantage of using secondary​ data?

Relevant secondary data can be difficult to locate.

Designing a plan for primary data collection requires decisions on all of the following EXCEPT ________.

Research results

Which is NOT part of the company environment that influences marketing decisions?

Retailers

Shoez Inc., a manufacturer of shoes, has recently launched a brand of sturdy shoes ideal for hiking and other outdoor activities. Which of the following brand personalities could be best associated with the new brand?

Ruggedness

According to Maslow's hierarchy of needs, which of the following is the LEAST pressing need?

Self-Actualization

The best approach for researchers to take to guard consumer privacy includes all of the following EXCEPT which one?

Sell the information only when it is financially worthwhile.

Which of the following statements regarding the use of marketing​ information, customer relationship management​ (CRM), and analytics is​ correct?

There are risks involved in using big data analytics and CRM. Your answer is correct.

Which of the following is an advantage to using internal databases for​ information?

They can be accessed quickly and cheaply.

Which of the following is true with regard to cash cows?

They can be used to help finance the company's question marks and stars.

Which of the following is true of the baby boomers?

They control an estimated 70 percent of the United States' disposable income.

Which of the following is true of Gen Xers?

They were the first to grow up in the Internet era.

Which of the following is true with regard to problems faced by international researchers?

Translation of questionnaires increases research costs and risks of error.

A management information system assesses information​ needs, develops needed​ information, and helps decision makers use the information.

True

Competitor intelligence can be collected from people inside the​ company, such as​ executives, engineers, purchasing​ agents, and the sales​ force, as well as customers.

True

Data ages quickly

True

Each department in a company can be thought of as a link in the company's internal value chain

True

For international researchers, language is a primary obstacle.

True

Many company and brand Web sites also serve as online brand communities, where customers can congregate and exchange brand-related interests and information.

True

Describe the three decisions involved in designing a sample.

1. who is to be studied 2. how many should be included 3. how should the people in the sample be chosen

Which of the following statements about marketing information systems​ (MIS) is​ correct?

A good MIS must balance what users would like to have against what they really need and what is feasible to offer.

Marketing mix planning begins with ________.

Abuilding an offering that brings value to target customers

In this scenario, which of the following are examples of marketing intelligence?

B and C only

Customer information is often buried deep in separate databases and records of different company departments. To overcome such​ problems, many companies are now turning to​ ________ to manage detailed information about individual customers.

CRM

Ralph Goldsmith works for Zenith​ Inc., a leading cosmetic company based in Illinois. At​ Zenith, Ralph's primary responsibility revolves around digging deeply into customer data to gain valuable insights about customer​ needs, motives, and attitudes. This data​ is, in​ turn, used by Zenith to personalize its​ customers' shopping experiences.​ Ralph's position at Zenith requires him to focus primarily on​ ________.

CRM

Which of the following is true about customer relationship management (CRM)?

CRM aims to maximize customer loyalty.

Which of the following is true about customer relationship management​ (CRM)?

CRM aims to maximize customer loyalty.

The objective of causal research is to ___________.

Causal Research is marketing research to test hypotheses about cause & effect relationships. A cause & effect relationship doesn't just look for correlations, or relationships, between events, but tries to say that one event causes another event

The interrelated departments within a company that influence marketing decisions form the ________ environment.

Company

________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.

Competitive marketing intelligence

​________ is the systematic collection and analysis of publicly available information about​ consumers, competitors, and developments in the marketing environment.

Competitive marketing intelligence

Which of the following statements is true regarding competitive marketing intelligence?

Competitive marketing intelligence relies upon publicly available information.

Which of the following statements regarding competitive marketing intelligence is true?

Competitive marketing intelligence relies upon publicly available information.

Which of the following is a disadvantage of online focus groups?

Controlling the online sample is difficult.

Which of the following is a disadvantage of online focus​ groups?

Controlling the online sample is difficult.

Which of the following is a trend that depicts the increasingly nontraditional nature of today's American families?

Correct the low percentage of married couples with children

Which of the following is most likely true about international research?

Costly international research is necessary if firms want to succeed in foreign markets.

Why do some consumers resent marketing research?

Customers usually can't tell you what and why

The marketing team of 7 Star Inc., a company manufacturing smartphones, is currently studying the size, density, location, age, and occupation of its target market. Which of the following environments is being studied in this scenario?

Demographic

________ segmentation divides the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation.

Demographic

Anna Gregory just read a marketing research report about the top 25 countries that purchase American products. What would the report most likely say about international research involving these countries?

Despite the costs of international research, the costs of not doing it are higher.

After defining the problem and​ objectives, what is the next step in the marketing research​ process?

Develop the research plan.

Which step in the four-step marketing research process has been left out of the following list: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings?

Developing the research plan

________ involves actually distinguishing the firm's market offering to create superior customer value.

Differentiation

What is differentiation?

Differentiation refers to differentiating the market offering to create superior customer value.

________, a form of observational research, involves sending observers to watch and interact with consumers in their natural environments.

Ethnographic research

Which of the following is not a step in the strategic planning process?

Evaluating members of the company's value chain

________ refers to gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.

Experimental research

​________ refers to gathering primary data by selecting matched groups of​ subjects, giving them different​ treatments, controlling related​ factors, and checking for differences in group responses.

Experimental research

What are the three types of research​ objectives?

Exploratory, descriptive, and causal

Adapting marketing strategies is not a challenge faced in the product life cycle.

FALSE

Asian-American consumers are the least brand conscious of all ethnic groups.

FALSE

Consumers can easily explain what influences their purchases.

FALSE

Convenience products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style.

FALSE

In the United States, the lines between social classes are not fixed and rigid, but people can only drop to a lower social class and not move up into a higher one.

FALSE

Joe Kerry, owner of a small bakery, wants to obtain marketing insights to improve his business. Joe has a limited budget and would like to gather free secondary data. What is the best option for Joe?

Internet search engines

Which of the following is a valid source of secondary data? personal letters and correspondence

Internet search engines

Which of the following is a valid source of secondary​ data?

Internet search engines

Which of the following is true with regard to gathering secondary data?

Internet search engines can be useful sources of relevant secondary data.

Which of the following is true with regard to gathering secondary​ data?

Internet search engines can be useful sources of relevant secondary data.

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?

Internet surveys

Which of the following has the highest rating for speed of data collection and compilation?

Internet surveys

Which of the following is true about Internet-based survey research?

Internet-based survey research is characterized by high speed and low costs.

Which of the following is NOT a disadvantage of telephone interviews?

Interviewers can explain some questions and probe more deeply on others.

Which of the following is true about secondary​ data?

It can be obtained more quickly and at a lower cost than primary data.

What is a major drawback of probability sampling?

It can be time consuming.

Which of the following is true of ethnographic research?

It involves sending observers to watch and interact with consumers in their natural environments.

Which of the following is true of ethnographic​ research?

It involves sending observers to watch and interact with consumers in their natural environments.

Your assistant wants to use secondary data exclusively for the current marketing research project. You advise him that the use of secondary data has some potential problems. Which of the following is NOT one of them?

It is generally more expensive to obtain than primary data.

Your assistant wants to use secondary data exclusively for the current research project. You advise him that the use of secondary data has some potential problems. Which of the following is NOT one of them?

It is generally more expensive to obtain than primary data.

Which of the following statements is NOT true regarding information collected for marketers?

Managers have enough of the right information.

Which of the following statements is NOT true regarding information collected by marketers?

Managers have the right information and they have enough of it.

Which of the following is NOT part of the business market?

Maria Theresa shops for her family's groceries at the local Whole Food store.

The managers of Arrow, an American retail chain, are currently reviewing new demographic markets to sell the firm's current products. This is an example of ________.

Market Development

A ___________ is some combination of products, services, information or experiences provided to customers to satisfy a need or want

Market Offering

________ involves dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes.

Market segmentation

________ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.

Services

Which of the following is true with regard to services?

Services are a form of product that consists of activities, benefits, or satisfactions offered for sale.

Which of the following statements is true of cultural factors that influence consumer behavior?

Social Classes

Over the past two decades, the U.S. population has shifted toward the ________ states.

Sunbelt

________ provide the resources needed by a company to produce its goods and services.

Suppliers

__________ provide the resources needed by a company to produce its goods and services.

Suppliers

________ involves gathering primary data by asking people questions about their knowledge, attitudes, preferences, or buying behavior. It is the most widely used method for primary data collection.

Survey research

​________ involves gathering primary data by asking people questions about their​ knowledge, attitudes,​ preferences, or buying behavior. It is the most widely used method for primary data collection.

Survey research

Which of the following is true about survey research?

Survey research is the most widely used method for primary data collection.

Which of the following is true about survey​ research?

Survey research is the most widely used method for primary data collection.

A firm can obtain new products through acquisition or new product development efforts.

TRUE

A management information system assesses information needs, develops needed information, and helps decision makers use the information.

TRUE

A service refers to an activity, benefit, or satisfaction offered for sale that is essentially intangible and does not result in the ownership of anything.

TRUE

Acquisition involves the purchase of a whole company, a patent, or a license to produce someone else's product.

TRUE

Online social networks represent an important avenue to create buzz for marketers.

TRUE

The augmented product is the actual product plus the various services and benefits offered with it, such as a warranty, free delivery, installation, and maintenance.

TRUE

The customer-driven marketing strategy involves four steps: market segmentation, market targeting, positioning, and differentiation.

TRUE

The starting point of understanding how consumers respond to various marketing efforts is called the stimulus-response model of buyer behavior.

TRUE

Cathy's Clothes is a small yet successful retail chain that sells women's clothing and accessories with a focus on buyers who have relatively modest means. For this specific purpose, the firm has rolled out several marketing initiatives aimed at women of a specific demographic. This is an example of ________.

Target Marketing

Which of the following demographic trends is the most likely cause for a rapid increase in telecommuting?

Telecommuting is the use of the internet and phone to work from home. Since many companies offices are located in the metropolitan areas, the migration towards micropolitan & suburban areas and away from company headquarters is most likely to increase the role of telecommuting

Identify product characteristics that influence the rate of adoption. Explain how each characteristic affects the rate of adoption.

The adoption process is the mental process an individual goes through from first learning about an innovation to final regular use. Relative Advantage. The relative advantage refers to the degree to which an innovation appears superior to existing products. Complexity. The degree to which an innovation is difficult to understand or to use is also one of the product characteristics that influence the adoption rate. Divisibility. Divisability refers to the degree to which an innovation may be tried on a limited basis. Communicability. Even if all other product characteristics that influence the adoption rate are favourable, communicability can still slow down adoption significantly.

Which of the following is most likely an advantage of survey research?

The flexibility of survey research is high; it can be used to obtain many different kinds of information in many different situations.

Which of the following is most likely an advantage of survey​ research?

The flexibility of survey research is​ high; it can be used to obtain many different kinds of information in many different situations.

Which of the following statement regarding competitive marketing intelligence is​ correct?

The goal of competitive marketing intelligence is to improve strategic decision making.

Which one of the following statements about marketing research in small businesses and nonprofit organizations is​ correct?

The research methods of small businesses and nonprofits are less complex and less​ costly, but they still must be conducted carefully.

Which of the following is true with regard to mail questionnaires?

The response rate of mail questionnaires is often very low.

Which of the following is true with regard to mail​ questionnaires?

The response rate of mail questionnaires is often very low.

Which of the following is an advantage of telephone interviews?

The speed with which data is collected is high.

What source of marketing information provides those within the company ready access to research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more?

an intranet

Which of the following provides those within the company ready access to company research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more?

an intranet

The fourth step in gathering insights into the marketplace and customers is​ ________.

analyzing and using marketing information

An MIS is used to ________.

assess information needs

An MIS is used to​ ________.

assess information needs

Hank is an assistant marketing director for a firm in a market with many low-margin customers. What type of relationship with these customers would be the most profitable for him?

basic relationships

Which of the following refers to a marketing intelligence technique?

benchmarking competitors' products

Which of the following refers to a marketing intelligence​ technique?

benchmarking competitors' products

In general, marketers must weigh carefully the costs of additional information against the ________ resulting from it.

benefits

Marketers must weigh carefully the costs of additional information against the ________ resulting from it.

benefits

While creating research questionnaires, researchers must particularly AVOID the use of ________.

biased phrasing

While creating research questionnaires, researchers must particularly avoid the use of ________.

biased phrasing

While creating research​ questionnaires, researchers must particularly AVOID the use of​ ________.

biased phrasing

Business markets are similar to consumer markets in that ________.

both involve people who assume buying roles and make purchase decisions to satisfy needs

According to the five-step model of the marketing process, which of the following is the final step in creating value for customers?

building profitable relationships and creating customer delight

The decision process by which business buyers determine which products and services their organizations need to purchase and then find, evaluate, and choose among alternative suppliers and brands is known as ________.

business buying process

The collection of businesses and products that make up a company is called its ________.

business portfolio

The major activity in strategic planning is ________, whereby management evaluates the products and businesses that make up the company.

business portfolio analysis

Which of the following refers to a probability sample in which the population is divided into mutually exclusive groups (such as blocks), and the researcher draws a sample of the groups to interview?

cluster sample

Which of the following refers to a probability sample in which the population is divided into mutually exclusive groups​ (such as​ blocks), and the researcher draws a sample of the groups to​ interview?

cluster sample

To address concerns about the misuse of research study findings, several highly regarded marketing associations have developed ________.

codes of research ethics

Refer to the scenario below to answer the following​ question(s). Jason​ West, owner of A1​ Cleaning, started 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 his office cleaning services.​ Surprisingly, the competitive environment appeared relatively stable with no new competitors.​ However, Jason knew that office cleaning was a​ high-frequency service that is usually performed​ daily; therefore, competitors must have been doing something to attract his customers. Building a competitive advantage seemed to be the only option to offset competition. But as Jason pondered over his​ dilemma, he realized that prior to building his competitive advantage he needed to better understand how customers assessed service quality and what they look for in a superior cleaning service. Jason developed a research plan.​ First, he gathered information about his​ competitors, primarily through pamphlets and Web​ sites, as well as through a few phone calls in order to find out exactly what the competitors offered in their cleaning packages. In​ addition, Jason obtained from the Chamber of Commerce an updated list of local corporations. He planned on sending written questionnaires to them. Though the list of corporations contained 141 local company​ names, Jason chose to survey 75 of them. To better understand customer service expectations between 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. In this​ scenario, which of the following is representative of competitive marketing​ intelligence?

collecting data about competitors

Which of the following is NOT a potential source for competitive marketing intelligence?

collecting primary data

online marketing research

collecting primary data online through internet surveys, online focus groups, web-based experiments or taking consumers online behavior

Companies know they cannot appeal to all buyers in the marketplace, or at least not in the same way. Reasons for this include all of the following EXCEPT ________.

companies need more information to offer the right products to the right customers

To combat marketing intelligence efforts by competitors, Unilever Corporation is now providing ________ to employees.

competitive intelligence training

The marketing department of a reputed firm wants to improve strategic decision​ making, track the actions of other players in the​ market, and provide early warning of opportunities and threats. Which of the following would help the firm achieve its​ objectives?

competitive market intelligence

Your marketing department is attempting to improve strategic decision making, track competitors' actions, and provide early warning of opportunities and threats. To achieve this goal, which of the following would be the best for your department to use?

competitive marketing intelligence

Which of the following statements is true regarding competitive marketing​ intelligence?

competitive marketing intelligence relies upon publicly available information

Consumers who mistrust marketing research are more likely to ________.

consider marketing research efforts, such as interviewing, intrusions on consumer privacy

Individuals and households that buy or acquire goods and services for personal consumption make up the ________.

consumer market

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

experimental research

Juanita Petino operates a dress shop in a suburban mall. Her research budget is very small, so she utilizes low-cost or no-cost methods to gather research data. One method that works very well for her is to change the themes in her local newspaper and radio advertising and watch the result. Juanita is using ________ to gather data for marketing decisions.

experimental research

Juanita Petino, a nutritionist, decided to test the effects of two breakfast cereals, Kinglo and Loopy, on different consumer groups. For the purpose of her study, she divided 20 volunteers into two groups and asked the members of one group to have Kinglo cereal and the members of the other group to have Loopy cereal for breakfast. She decided to compare the responses of the volunteers after a week to gain deeper insights into consumer attitude. In this instance, Juanita is using ________.

experimental research

Kinger Burgers came out with a new hamburger​ and, before including it into its main​ menu, released it in two different cities with two different prices. The marketers at Kinger Burgers then analyzed the different levels of purchase made at these two different​ places, planning to use the information to help them set a nationwide price for the new offering. This is an example of​ ________.

experimental research

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

exploratory

Observation is best suited for ________ research.

exploratory

Observation is best suited for​ ________ research.

exploratory

Observational research is best suited for gathering ________ informati

exploratory

Observational research is best suited for gathering ________ information.

exploratory

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

exploratory

You want to observe how often consumers listen to music throughout their day and what different audio devices they use. You are also interested in how consumers store and access their own music collections. You should conduct ________ research.

exploratory

Observation is best suited for ________.

exploratory research

Of the following combinations, managers would be most likely to start with ________ research and later follow with ________ research.

exploratory: causal

Managers often start with ________ research and later follow with ________ research.

exploratory; causal

In marketing research, managers often start with ________ research and later follow with ________ research.

exploratory; descriptive or causal

The business marketer normally deals with ________ than the consumer marketer does.

far fewer but far larger buyers

Customer relationship management (CRM) helps ________.

firms manage customer touch points to maximize customer loyalty

Customer relationship management​ (CRM) helps​ ________.

firms manage customer touch points to maximize customer loyalty

Fredia Pellerano has just discovered the major advantage of survey research. She reports to her supervisor that the advantage is its ________.

flexibility

Fredia Pellerano has just discovered the major advantage of survey research. She reports to her supervisor that the major advantage is its ________.

flexibility

You and seven other people are talking with a trained moderator about your feelings and thoughts about a potential new product. For doing this you receive a small payment. You are participating in​ a(n) __________.

focus group interview

ethnographic research

form of observational research that involves sending trained observers to watch and interact with consumers in their natural environment

Which of the following is a common reason for new product failure?

incorrect estimation of the market size

Marialba Hooper is conducting marketing research for a company that is investigating the possibility of entering multiple international markets. As Marialba plans her research in 30 different countries, upon which of the following is she LEAST likely to rely?

free secondary data

customer insights

fresh understandings of customers and the marketplace derived from marketing information that became the basis for creating customer value and relationships

Information in a company's database can come from many sources. An advantage of harnessing such information is to ________.

gain competitive advantage

Information in a​ company's database can come from many sources. An advantage of harnessing such information is to​ ________.

gain competitive advantage

Firms use competitive marketing intelligence to ________.

gain early warnings of competitor moves and strategies

Firms use competitive marketing intelligence to​ ________.

gain early warnings of competitors moves ans strategies

survey research

gather primary data by asking people questions about their knowledge, attitudes, preferences and buying behavior

observational research

gather primary data by observing relevant people, actions and situations

online focus groups

gathering a small group of people online with a trained moderator to chat about a product, service or organization and gain qualitative insights about consumer attitudes and behavior

experimental research

gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors and checking for differences in group responses

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 too small, it is likely to be difficult to ________.

generalize from the results

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?

generalizing from the results

Ravenshaw Corp. assigns its sales and marketing people to specific countries, regions, and districts. Ravenshaw Corp. is most likely an example of a ________.

geographic organization

The so-called green movement encourages companies to ________.

go beyond government regulations

Redrunners Inc., a manufacturer of sports merchandise, is gathering customer opinions about the firm's new sports shoe line. A team of researchers in the company invited eight regular customers to talk about the new line of shoes, asking why they chose to buy the shoe and what they disliked most about its design. A moderator was present to monitor the discussion. Which of the following types of contact methods is Redrunners using?

group interviewing

Redrunners​ Inc., a manufacturer of sports​ merchandise, is gathering customer opinions about the​ firm's new sports shoe line. A team of researchers in the company invited eight regular customers to talk about the new line of​ shoes, asking why they chose to buy the shoe and what they disliked most about its design. A moderator was present to monitor the discussion. Which of the following types of contact methods is Redrunners​ using?

group interviewing

Which of the following exemplifies a service?

hair salon

ABC Company has decided to use mail questionnaires to collect data. Management recognizes this method has all the following advantages EXCEPT which one?

has an average response rate

ABC Company has decided to use mail questionnaires to collect data. This method has all the following advantages EXCEPT which one?

has an average response rate

Malaya Ramirez is organizing marketing research in Central American countries for a large American corporation that is interested in expanding its market. The survey Malaya is using was written in English and then translated into Spanish for use by Spanish-speaking respondents. Which of the following is it most important for Malaya do before administering this questionnaire to a sample of the market?

have the questionnaire translated back into English to check for accuracy

Malaya Ramirez is organizing marketing research in Central American countries for a large American corporation that is interested in expanding its market. The survey Malaya is using was written in English and then translated into Spanish for use by Spanish-speaking respondents. Which of the following should Malaya do before administering this questionnaire to a sample of the market?

have the questionnaire translated back into English to check for accuracy

As a small business consultant, you recommend to your clients that they use no-cost methods of observation to gather market research. Which of the following are you NOT likely to recommend your clients do?

hire additional staff to observe extensively

The term big data refers to the ________ generated by today's sophisticated information generation, collection, storage, and analysis technologies.

huge and complex data sets

The term big data refers to the​ ________ generated by​ today's sophisticated information​ generation, collection,​ storage, and analysis technologies.

huge and complex sets of data sets

Happy Pets, a company manufacturing pet foods and accessories, created a membership club for its regular customers called "I Love My Pet." This group consists of animal lovers selected by the company to complete product-related polls, chat with product developers, and provide feedback about specific products. Which of the following best describes "I Love My Pet"?

immersion group

Happy​ Pets, a company manufacturing pet foods and​ accessories, created a membership club for its regular customers called​ "I Love My​ Pet." This group consists of animal lovers selected by the company to complete​ product-related polls, chat with product​ developers, and provide feedback about specific products. Which of the following best describes​ "I Love My​ Pet"?

immersion group

To overcome problems in focus group interviewing, some companies employ small groups of consumers who interact directly and informally with product designers without a focus group moderator present. Such groups are known as ________.

immersion groups

To overcome problems in focus group​ interviewing, some companies employ small groups of consumers who interact directly and informally with product designers without a focus group moderator present. Such groups are known as​ ________.

immersion groups

Soon-Yi Park's chain of travel agencies has identified the lesbian, gay, bisexual, and transgender community as a growing market that spends an increasing percentage of its income on travel. Which of the following would be the LEAST effective component of a marketing plan for Soon-Yi to take advantage of this opportunity?

implement a mass marketing campaign

After a research instrument is selected, the next step in the marketing research process is to ________.

implement the research plan

After a research instrument is​ selected, the next step in the marketing research process is to​ ________.

implement the research plan

Many managers think that "doing things right," or ________, is as important as, or even more important than, "doing the right things."

implementation

After a research instrument is selected, the next step in the marketing research process is ________.

implementing the research plan

The real value of marketing information lies in how it is used ________.

in the customer insights that it provides

The real value of marketing information lies in how it is used​ ________.

in the customer insights that it provides

Maryann Rose is conducting research to determine consumers' personal grooming habits. Because of the personal nature of the survey questions about this topic, Maryann wants to select the contact method that is most likely to encourage respondents to answer honestly. Which contact method should Maryann select?

mail questionnaires

Which of the following contact methods is generally the least flexible?

mail questionnaires

Marketing information is only valuable when it is used to ________.

make better marketing decisions

customer relationship management (CRM)

managing detailed information about individual customers and carefully managing customer touch points to maximize customer loyalty

FencePro, a local company, has developed an entirely new mounting system for chain link fences. After acquiring a distributor, FencePro now has the ability to market its products nationwide. FencePro is most likely following a ________ strategy.

market development

When marketers at Fair & Leigh Inc. selected the Millennials, a demographic group that includes many college students, as an untapped group of potential customers for their new line of products, they were engaging in ________.

market targeting

Customer relationship management integrates everything that a​ company's sales,​ service, and​ ________ teams know about individual customers.

marketing

To learn more about the relationships and patterns contained in the vast amounts of data they​ collect, marketers use​ __________.

marketing analytics

Four common sources of internal data include the accounting department, operations, the sales force, and the ________.

marketing department

Four common sources of internal data supplied to internal databases include the accounting department, operations, the sales force, and the ________.

marketing department

Frito-Lay's ________ gathers daily sales data and sorts it by product line and by region. The marketing managers use the data to evaluate the market share of different Frito-Lay products compared to one another and to competing snack foods in each region where the company does business.

marketing information system

The market researchers at HoneyCamp Foods gather daily sales data and sort it by product line and region. With the help of sophisticated tools and​ techniques, they develop the data needed by marketing managers to evaluate the market share of the​ company's different products and also to gain valuable market insights. This mix of people and procedures at HoneyCamp Foods that generate actionable marketing insights represents​ a(n) ________.

marketing information system

​A(n) ________ consists of people and procedures dedicated to assessing information​ needs, developing the needed​ information, and helping decision makers use the information to generate and validate actionable customer and market insights.

marketing information system

A(n) ________ consists of people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers use the information to generate and validate actionable customer and market insights.

marketing information system (MIS)

With the recent explosion of information technologies, ________.

most marketing managers are overloaded with data and often overwhelmed by it

With the recent explosion of information​ technologies, ________.

most marketing managers are overloaded with data and often overwhelmed by it

​________ refers to the measurement of brain activity to learn how consumers feel and respond.

neuromarketing

Which ofthe following is a significant challenge presented by the product life cycle?

new product development

Product improvements, product modifications, and original products can all be classified as ________.

new products

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

not always very usable

Secondary data are ________.

not always very usable

A church targeting different demographic groups to increase attendance is an example of ________.

not-for-profit marketing

Survey research is LEAST likely to be conducted through which of the following?

observation

Survey research is least likely to be conducted through which of the following?

observation

Which method would a marketing researcher most likely use to obtain information that people are unwilling or unable to provide?

observational

Which method could a marketing researcher use to obtain information that people are unwilling or unable to provide?

observational research

Nathan Zabalas owns a regional chain of drug stores. Before expanding nationwide, Nathan is conducting marketing research to determine the best options for opening new stores. He plans to start by collecting secondary data. Which of the following is NOT a source of secondary data that Nathan might use?

online questionnaires

Del Monte has created an ________ called "I Love My Dog"; this online community allows company-selected dog enthusiasts to complete product-related polls, chat with product developers, and provide feedback about specific products.

online social network

Jaime Gonzalez owns a small publishing company in Utah and has a very restrictive budget for the market research he currently needs to conduct. He requires a large sample size for his research in order to arrive at insightful conclusions.​ Additionally, he wants to have excellent control over his sample. Keeping in mind his restrictive budget and other​ specifications, which of the following methods of contact would you advise Jaime to​ use?

online surveys

Melissa Thomas leads the marketing research division at Tronics​ Inc., a manufacturing company based in Alabama. To improve future sales of the​ company's products, she has decided to collect customer opinions and feedback on the current products offered by her company. For this​ purpose, Melissa is looking for a highly flexible contact method that can be used to gather large amounts of data within the least possible time. In this​ instance, which of the following contact methods is most likely to hold the highest appeal for​ Melissa?

online surveys

Which of the following contact methods is the most cost-effective?

online surveys

Which of the following contact methods is the most​ cost-effective?

online surveys

You have been asked to locate secondary data for your small organization's research needs. Which of the following is NOT a common source for this type of research?

online surveys

The purpose of ________ is to ensure that the company achieves the sales, profits, and other goals set out in its annual marketing plan.

operating control

For a small business manager deciding where to relocate within the city, relevant research will LEAST likely include ________.

options for repackaging the company's products

The research plan ________.

outlines sources of existing data and spells out the specific research approaches

The research plan​ ________.

outlines sources of existing data and spells out the specific research approaches

Marketing stimuli consist of the four Ps. Which of the following is NOT one of these?

packaging

marketing information system (MIS)

people and procedures dedicated to assessing information needs, developing the needed information and helping decision makers to use the information to generate and validate actionable customer and market insights

Railroads were once operated based on the thinking that users wanted trains that would offer the most in quality, performance, and innovative features. The railroad managing companies overlooked the fact that there could be other modes of transportation. This reflects the ________ concept.

product

Which of the following Ps in the marketing mix describes the goods-and-services combination the company offers to the target market?

product

Which of the following marketing management concepts is most likely to lead to marketing myopia?

product concept

Competitive marketing intelligence uses​ __________ data sources.

publicly available

Focus group interviewing is a ________ research tool for gaining insights into consumer thoughts and feelings.

qualitatitve

The real value of a company's marketing research and information system lies in the ________.

quality of customer insights it provides

The most common research instrument used is the ________.

questionnaire

Loft Industries sells roof trusses to contractors and builders and would like to conduct research to determine how customers assess customer service. Which of the following research instruments would be best for this firm?

questionnaires

In collecting primary data, marketing researchers have a choice of two main research instruments, ________.

questionnaires and mechanical devices

In collecting primary​ data, marketing researchers have a choice of two main research​ instruments, ________.

questionnaires and mechanical devices

What are the two main types of research instruments used to collect primary data?

questionnaires and mechanical devices

Which of the following refers to a nonprobability sample in which the researcher finds and interviews a prescribed number of people in each of several​ categories?

quota sample

Often, international researchers must collect their own primary data because ________.

reliable secondary data is both scarce and difficult to find

​Often, international researchers must collect their own primary data because​ ________.

reliable secondary data is both scarce and difficult to find

Jason wanted to better understand how his customers assess service quality. This is an example of a ________.

research objective

Designing a plan for primary data collection requires decisions on all of the following EXCEPT​ ________.

research results

Refer to the scenario below to answer the following question(s). Fun-Spot Fun Park began as a small amusement park in 1985. With nothing more than a merry-go-round, a slide, pony rides, and an ice cream stand, Fun-Spot grew into a popular family attraction with 20 rides, a restaurant, and an outdoor performing arts theater. "My wife, Gail, and I didn't know what we were getting into," commented Ron Hart, the owner. "We just knew that weekenders coming to the lakes in our rural area represented an untapped market." Today, thousands of visitors flock to Fun-Spot: families, children of all ages, and even senior citizens who enjoy strolling through the gardens and the arbors. "There's something here for everyone," Gail Hart said with a smile. "Dozens of companies hold annual company picnics here. We have welcomed class field trips. And we even had one wedding here at the park!" "Here's the funny thing," Ron chimed in. "We really don't know why we've been so successful. There is nothing else like Fun-Spot Fun Park in the area. We were just lucky." "I think it's the ambience of the park that has brought so many visitors," Gail added. "We provide a 'total package' of entertainment. Plus, we try to change our rides and various attractions from time to time for variety." Ron and Gail Hart admitted that making every visitor happy is a priority. "That has always been our philosophy," they said. "Like the park's motto at the entrance reads, 'We're here to make you happy!' And we've always been able to deliver on that because we've never allowed ourselves to grow too big too quickly." Fun-Spot Fun Park represents a high-growth, high-share business. According to the BCG matrix, it can be classified as a ________.

star

Of the 141 companies on the list, Jason chose to survey only 75 of them. Jason sent surveys to small companies and large companies. If Jason selected survey recipients randomly from the groups of small companies and large companies, he was using a ________.

stratified random sample

You want to find out whether Americans between 21 and 40 years of age tend to vote Democratic and whether Americans between 41 and 70 tend to vote Republican. You will most likely use a ________ to collect your data.

stratified random sample

Collections of consumer and market information obtained from data sources within the company's network, or internal databases, are derived from several functional areas within the firm. __________ are not sources of internal data.

syndicated databases

competitive marketing intelligence

systematic collection and analysis of publicly available information about consumers, competitors and developments in the marketing environment

Causal research is used to ________.

test hypotheses about cause-and-effect relationships

The objective of causal research is to​ ________.

test hypotheses about​ cause-and-effect relationships

Secondary data consists of information ________.

that already exists but was collected for a different purpose

Buyer responses are influenced by marketing stimuli. The responses to the stimuli include all of the following EXCEPT ________.

the "why" regarding the responses

Which of the following is an example of a free online database that a company could access in order to develop marketing intelligence?

the U.S. Security and Exchange Commission's database

Acquisition refers to ________.

the buying of a whole company, a patent, or a license to produce someone else's product