Marketing Ch .4 - two

Harmon, a nationwide department store, uses checkout scanners to record shoppers' purchases. Which term best describes Harmon's checkout scanners? A) nonprobability sampling tool B) mechanical instrument C) neuromarketing tool D) touch point device E) CRM system

mechanical instrument

________ is best suited for descriptive research. A) An online discussion B) Ethnographic research C) Netnography research D) A survey E) A focus group

a survey

A practice called ________ allows marketers to use online data to target ads and offers to specific customers. A) online listening B) behavioral targeting C) social media tracking D) data analytics E) online targeting Answer: B

behavioral targeting

Experimental research is best suited for gathering ________ information. A) exploratory B) causal C) ethnographic D) interactive E) descriptive

causal

Kathy Jenkins is planning to conduct research on consumers' personal care routines. Since the questions are likely to be personal and sensitive, Kathy wants to select a contact method that will encourage respondents to answer honestly. Which of the following contact methods is most likely to best serve Kathy's purpose? A) mail questionnaires B) telephone interviews C) individual interviews D) focus group interviews E) online discussions

mail questionnaires

Which of the following would most likely use informal research methods to obtain marketing insights? A) multinational firms B) pharmaceutical firms C) brick-and-mortar companies D) not-for-profit organizations E) family-owned businesses

not-for-proft organizations

Which of the following is a structured method of online research where marketers require direct responses from customers? A) online behavioral targeting B) social media tracking C) online listening D) online surveys E) blog analysis

online surveys

Which of the following is true of question formats in questionnaires? A) Closed-ended questions allow respondents to answer in their own words. B) A scale question is an example of an open-ended question. C) Open-ended questions allow respondents to choose among the best answer options available. D) Closed-ended questions are difficult to evaluate when compared to open-end questions. E) Open-ended questions are useful in exploratory research to find out what people think.

open-ended questions are useful in exploratory research to find out what people think

The most common research instrument, whether administered in person, by phone, by e-mail, or online, is the ________. A) mechanical device B) personal interview C) questionnaire D) telephone interview E) focus group

questionnaire

A firm has a huge amount of individual customer data saved in different databases. Which of the following can be used to integrate, analyze, and apply the available information effectively? A) online market research tools B) integrated marketing systems C) CRM systems D) internal survey methods E) quality assurance tools

CRM systems

Burger Town introduced a new hamburger and released it in two different cities at two different prices. Marketers of Burger Town then analyzed the sales records of their outlets at the two cities, determined the price that resulted in better profits, and used the information to set a nationwide price for their new offering. This is an example of ________.

D

Vincent Cosmetics decides to launch a cream with a claim that it makes skin "nine times smoother." The claim is based on a study of 30 respondents who used products of other brands as well. However, a second study on a larger sample reveals only a mild correlation between the use of the cream and smoother skin. In these circumstances, which of the following is the most ethical approach that Vincent Cosmetics can follow? A) It should market the product as planned with the promotional line of "nine times smoother." B) It should modify the results of the study to depict a strong correlation. C) It should report the result as it is, or improve the product to match its claim. D) It can continue to claim a high correlation and add a tag line saying "results may vary." E) It should feature a testimonial from a satisfied user in an advertisement to support its claim.

It should report the result as it it, or improve the product to match its claim

Suppliers and resellers can update their accounts, arrange purchases, and check orders against inventories through ________. A) a company's extranet B) a company's intranet C) marketing intelligence D) electronic mail E) search engines

a companys extranet

Which of the following is true of focus group discussions? A) They usually employ large samples. B) Consumers' facial expressions are hidden. C) Results can be easily generalized to an entire population. D) The quantitative data can be evaluated quickly and economically. E) Consumers are not always honest and open about their opinions.

consumers are not always honest and open about their opinions

________ are small groups of consumers who interact directly and informally with product designers without a moderator. A) Cross-functional groups B) Ethnographic groups C) Observational groups D) Immersion groups E) Traditional focus groups

immersion groups

A major advantage of a mail survey is that it ________. A) provides significant flexibility B) offers strong sample control C) generates high response rates D) eliminates interviewer bias E) can be completed quickly

eliminates interviewers bias

A market researcher wants to find the cause-and-effect relationship between using organic ingredients in food and the subsequent consumption by customers. He invites ten respondents to his research firm and asks them to taste two identical dishes. The dishes were prepared in a similar manner, but one has natural herbs for flavoring, and the other has artificial flavors. This is an example of ________. A) descriptive research B) ethnographic research C) experimental research D) online research E) exploratory research

experimental research

Data collection, processing, and analysis are undertaken during which stage of the marketing research process? A) selecting a sampling method B) interpreting the findings C) implementing the research plan D) drawing conclusions from the findings E) selecting a research approach

implementing the research plan

________ are flexible and allow for explanation of difficult questions as well as demonstrating products. A) Mail questionnaires B) Telephone interviews C) Individual interviews D) Online questionnaires E) E-mail interviews

individual interviews

A not-for-profit firm uses a small convenience sample to gather data on customer reactions. It invites a small group of customers for lunch and asks them to share what they think about the products they have purchased from the firm. This is an example of ________. A) informal surveys B) experimental research C) neuromarketing D) direct marketing E) formal surveys

informal surveys

Mail surveys have many disadvantages so many marketers have switched to ________. A) telephone surveys B) Internet-based surveys C) group interviews D) personal surveys E) individual interviews

internet -based survey

Sample size and location have little impact on costs for ________. A) focus group interviews B) personal interviews C) mail surveys D) Internet-based surveys E) telephone surveys

internet-based survey

Erica Jenson has a limited budget to conduct market research. Which of the following research approaches would provide Erica with the most cost-effective way to reach a large number of respondents in a short period? A) telephone surveys B) personal interviews C) Internet-based surveys D) mail surveys E) focus group interviews

internet-based surveys

Which of the following is true about customer relationship management (CRM)? A) It eliminates the need for primary research. B) It minimizes the need for costly marketing analytics. C) It relies on the use of exploratory and causal research. D) It consists of sophisticated software and analytical tools. E) It excludes data on existing customers to focus on potential customers.

it consists of sopshitcated software and analytical tools

Which of the following is true of survey research? A) It is the most widely used method for gathering primary data. B) It is the most suitable method for establishing causal relationships. C) It is the best method to use when people are unwilling to answer questions. D) It is not suitable for collecting data for descriptive research. E) It is inflexible and cannot be used in many different situations. Answer: A

it is the most widely used method for gathering primary data

Which of the following statements about international marketing research is true? A) International marketing research has declined over the past decade due to global economic decline. B) Conducting personal interviews in developing countries is generally less difficult and less expensive than doing so in developed nations. C) International researchers follow a different set of steps in marketing research than domestic researchers. D) Language translation in international marketing research typically increases costs and raises the risk of errors. E) International researchers benefit from useful secondary data that is available online, so primary data is typically unnecessary.

language translation in international marketing research typically increase costs adar raises the risk of errors

Marketers apply ________ to the large and complex sets of data they collect to gain customer insights and gauge performance. A) CRM software B) predictive analysis software C) marketing analytics D) CRM systems E) intranet capabilities

marketing analytics

________ have enabled researchers to gain greater control over who participates in the online sample. A) Social media tracking methods B) Network respondent panels C) Behavioral sampling methods D) Online behavioral targeting E) Online listening methods

network respondent panels

A(n) ________ is best suited for exploratory research. A) mail survey B) questionnaire C) observation D) online survey E) focus group

obersvation

What are the two main types of research instruments used to collect primary data? A) observation scales and personal interviews B) questionnaires and mechanical devices C) focus groups and mechanical devices D) focus groups and questionnaires E) personal interviews and online focus groups

questionnaires and mechanical devices