350 Pearson Chapter 4

Which of the following is NOT a primary goal of competitive marketing​ intelligence? A. Creating an understanding of the​ business-to-business environment B. Providing early warnings of opportunities C. Improving strategic decision making D. Assessing and tracking​ competitors' actions, E. Providing early warnings of threats

A. Creating an understanding of the​ business-to-business environment

As discussed in​ lecture, survey research​ (in Marketing) is most often developed to measure which of the​ following? A. Perceptions B. Attitudes C. Buying Behaviors D. Product Category Knowledge E. All of the above

B. Attitudes

Which of the following describes the type of research used to help define the research problem and suggest​ hypotheses? A. Secondary research B. Exploratory research C. Descriptive research D. Causal research E. Primary research

B. Exploratory research

___________consists of the analysis​ tools, technologies, and processes by which marketers dig out meaningful patterns in big data to gain customer insights and gauge marketing performance. A. CRM B. Marketing analytics C. Marketing information D. Big data E. Touch points

B. Marketing analytics

Which of the following is NOT true regarding international marketing​ research? A. Cultural differences from country to country cause additional problems. B. The cost of international research is lower. C. Obtaining primary data may be difficult. D. Translating questionnaires from one language into another is not an easy task. E. Good secondary data is scarce.

B. The cost of international research is lower.

All of the following are the top 5 Marketing Metrics​ (discussed in​ class) to look for ​except: A. ROAS​ (Return on Advertising​ Spend) B. ROI C. AI​ (Artificial Intelligence) Return Value D. Customer Retention Rate E. Customer Churn

C. AI​ (Artificial Intelligence) Return Value

There are several types of objectives market researchers might use in a marketing research project. Which of the following are the primary types of​ objectives? A. Descriptive​ research, survey​ research, and causal research B. Exploratory​ research, secondary​ research, and primary research C. Exploratory​ research, descriptive​ research, and causal research D. Exploratory​ research, descriptive​ research, and survey research E. Demographic​ research, exploratory​ research, and attitudinal research

C. Exploratory​ research, descriptive​ research, and causal research

You and seven other people relay your feelings and thoughts about a potential new product to a trained moderator. In​ exchange, you receive a small payment. You are participating in​ a(n) ________. A. immersion group B. experiment C. focus group D. ethnographic study E. individual interview

C. focus group

When it comes to assessing Marketing Information​ Needs, the​ "Modern Marketer"​ (as pictured in​ lecture) needed to have a blend of part​ _____________________ and part​ ____________________. A.Graphics Artist​ & Photographer B.Reseller​ & Supplier C.Artist​ & Scientist D.Statistician​ & English Professor E.None of the above are correct

C.Artist​ & Scientist

Calvin's Cupcakes is attempting to gather information about its customers in order to improve its customer service. Which of the following is the BEST path for this company to start to develop an efficient​ MIS? A. Determine how to use the information gathered by market research B. Analyze the information gathered in market research C. Conduct surveys or focus groups to gather information D. Assess the information needs of the company E. Distribute necessary information to the marketing team

D. Assess the information needs of the company

Which of the following information must a researcher evaluate and acknowledge as having a different original​ purpose, outside the current research questions trying to be answered. In other​ words, this type of research was initially done to answer different​ question(s) than what the current research frawework is trying to answer. A. Big data analytical information B. Focus group information C. Primary information D. Survey information E. Secondary information

E. Secondary information

Which of the following is NOT a step in the marketing research​ process? A. Defining the research problem B. Comparing research findings to other studies C. Implementing the research plan D. Developing the research plan E. Interpreting and reporting the findings

Which of the following is NOT a step in the marketing research​ process? A. Defining the research problem B. Comparing research findings to other studies C. Implementing the research plan D. Developing the research plan E. Interpreting and reporting the findings

1) Nielsen gathers data on millions of people to help marketers gain __________ to use to create strategic marketing decisions. a internal databases b customer insights c marketing information systems d competitive marketing intelligences e big data

b customer insights

4) Nielsen gathers consumer insights through a variety of ways, including consumer tracking and panels. Which type of research is Nielsen engaged in during these examples? a Causal research b Mail questionnaires c Telephone surveys d Focus groups e Online marketing research

e Online marketing research

2) The specific data that Nielsen provides to its clients for a specific purpose that has not been completed before, is most likely which type of data? a Causal b Exploratory c Descriptive d Secondary e Primary

e Primary

Marketers obtain needed marketing information from which of the​ following? A. Internal​ data, marketing​ intelligence, and marketing research B. Internal​ data, marketing​ research, and marketing managers C. Marketing​ managers, information​ users, and internal databases D. Internal​ data, big​ data, and market research E. Marketing​ intelligence, marketing​ research, and the marketing environment

A. Internal​ data, marketing​ intelligence, and marketing research

What are the three general sources from which marketers can obtain​ information? A. Internal​ data, marketing​ intelligence, and marketing research B. ​Competitors, the​ internet, and the media C. Internal​ data, big​ data, and global data D. Sales​ records, the​ internet, and internal databases E. Marketing​ research, surveys, and scanners

A. Internal​ data, marketing​ intelligence, and marketing research

Why is it important for a company to collect both primary and secondary data when conducting marketing​ research? A. To have a​ "full picture" of the subject of its study B. To keep costs down C. To avoid complaints that the study is not reliable D. To ensure the data is usable E. To guarantee the product being researched will be successful

A. To have a​ "full picture" of the subject of its study

Marketing information is of no value until it is used for what​ purpose? A. To make better marketing decisions Your answer is correct. B. To perform marketing research C. To obtain marketing metrics D. To better practice customer relationship management E. To build a better bottom line

A. To make better marketing decisions

The real value of marketing information rests in the​ _____________________. A. customer insights it provides B. amount of big data it analyzes C. marketing intelligence it uncovers D. social media data it uses E. support of a​ company's marketing research

A. customer insights it provides

Martin and Ruby are doctors who have conducted research for a​ well-known University about the effects of eating a​ whole-grain diet on patients with diabetes. The doctors have been approached about using their research to support claims for a​ well-known, whole grain brand of cereal. Martin and Ruby are concerned that their research was not intended to support claims for a branded food product. Which of the following concepts from chapter 4 reading is at​ play? A. misuse of research findings B. privacy issues C. ethics of research design D. none of the above

A. misuse of research findings

According to​ lecture, the ideal number of participants for a focus group​ is? A. 8 B. 18 C. 5 D. None of the above

A. 8

Lydia's Lights wants to extend its market into Mexico. Before jumping​ in, the company needs to conduct some​ in-depth research to gauge​ customer's needs,​ interests, and buying patterns by having some of the researchers live and participate in the Mexican culture directly. Which of the following is the BEST option for​ Lydia's Lights? A. Deliver surveys to the target consumers through the mail. B. Set up a call center to be the base for researchers to telephone the target consumers. C. Send out a survey by mass​ e-mail to the target consumers. D. Utilize Ethnographic methods E. Gather only secondary data to minimize expenses.

D. Utilize Ethnographic methods

A​ __________________________ consists of the 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. A. marketing technology system B. marketing analytic system C. marketing research department D. marketing information system E. marketing consulting team

D. marketing information system

Software and analytical techniques that​ integrate, analyze, and apply the mountains of individual customer data to gain a​ 360-degree view of customers enable companies to​ ________________________. A. find new customers B. get to know their customers personally C. perform market research D. practice customer relationship management E. develop large customer datasets

D. practice customer relationship management

Companies need meaningful customer insights so they can​ _____________________________. A. realize better bottom lines B. build databases that prove useful to marketers C. build larger market share D. produce superior value for their customers E. gain a competitive advantage

D. produce superior value for their customers

Which of the following statements about big data is​ correct? A.Big data actually refers to very small and precise​ (meaningful) data sets. B.Analyzing big data always leads to useful customer insights. C.Big data is only used by large​ companies/businesses. D.Big data offers a plethora of data points but can be overwhelming for Marketers E.Analyzing big data must be done by Statisticians to assure reliability.

D.Big data offers a plethora of data points but can be overwhelming for Marketers

Mark and Roberta own and manage a brand where the product they invented created a new product category. Now that their brand has been in the marketplace for a while competitors have entered. Each time a new competitor enters the​ market, Mark and Roberta buy a sample off the shelf and then take it a part in their lab to ensure they are one step a head of the competition. In terms of Marketers obtaining​ information, this is an example of developing A. Marketing Research B. Ethnography C. Marketing Intelligence D. Descriptive Research

C. Marketing Intelligence

5) A marketer who wishes to gain insight into the demographics and attitudes of consumers who buy their product would likely ask Nielsen to perform which type of research? a Exploratory research b Causal research c Descriptive research d Primary data e Secondary data

c Descriptive research

A company is conducting market research to determine the best areas in which to sell its product. It has developed the research plan. What is the next step of this​ company's research​ plan? A. Analyze potential data sources B. Share the data with other companies in similar situations C. Implement the plan D. Define the problem. E. Determine the best method to conduct research

C. Implement the plan

Which of the following statements about online research is​ correct? A. Online research is only feasible for large companies. B. It is more expensive to conduct online research than to do a​ mail, phone, or personal interview. C. Online surveys generally have higher response rates than those conducted by mail or phone. D. Focus groups are rarely conducted online. E. Experiments cannot be conducted online.

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

Amy is a Marketing Researcher who is viewing store video and timing the amount of seconds that consumers spend in front of different product category shelved brands. Which of the following types of research discussed in lecture does this​ exemplify? A.Causal Research B.Ethnographic Research C.Product Research D.Observational Research

D.Observational Research

Tracking consumer movements across online sites has given Marketers insight into​ ____________________. The idea behind this concept is that movement on social networking sites is parallel to how people shop. A.behavioral targeting B.online focus groups C.engaged social ad space D.social network targeting

A.behavioral targeting

Today's marketers see information not only as a tool for input for better​ decision-making, but also as​ ___________________________. A. an excellent resource to gather information on competitors B. a way to gather big data and perform analytics C. an important strategic asset and marketing tool This is the correct answer. D. a​ revenue-generation tool E. a way to provide useful customer insights

C. an important strategic asset and marketing tool

Two major public policy and ethical issues in marketing research are​ ________. A. the use of research to create deceptive advertising B. misuse of research findings and improper sampling procedures C. intrusions on consumer privacy and misuse of research findings D. paying research respondents and intrusions on consumer privacy E. intrusions on consumer privacy and inaccurate data analysis

C. intrusions on consumer privacy and misuse of research findings

What is the correct sequence of the four steps of the marketing research​ process? A. Set the research​ budget, collect the​ data, analyze the​ data, determine how to use the findings B. Develop the research​ plan, define the problem and research​ objectives, implement the research​ plan, interpret and report the findings C. Collect the​ data, analyze the​ data, develop the research​ plan, interpret and report the findings D. Define the problem and research​ objectives, develop the research​ plan, implement the research​ plan, interpret and report the findings E. Develop the research​ plan, set the research​ budget, collect the​ data, interpret and report the findings

D. Define the problem and research​ objectives, develop the research​ plan, implement the research​ plan, interpret and report the findings

3) Nielsen is engaged in the collection and analysis of information about consumers, competitors, and developments in the marketplace. This systematic monitoring is known as __________. a internal databases b customer insight c big data d marketing information systems e competitive marketing intelligence

e competitive marketing intelligence

Juanita owns a small​ hot-air balloon company in​ Albuquerque, New Mexico. She recently started a Facebook page for her​ company, and many of her customers are asking for​ store-sponsored hot-air balloon trips. They believe​ Juanita's expertise would make her the perfect guide. Juanita decides to host quarterly​ hot-air balloon trips and experiences a huge increase in sales and customer satisfaction. Which of the following is the BEST conclusion that can be drawn from​ Juanita's situation? A. Customer insights can provide valuable information to a small businesses. B. Customer insights can be gained only through costly market research. C. Customer insights are not dependable. D. Customer insights are emotional and often irrelevant to a small business. E. Most small businesses have no way of easily accessing customer insights.

A. Customer insights can provide valuable information to a small businesses.