Marketing Chapter 4 Exam Questions

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 ________.

informal surveys

Mail surveys have many disadvantages so many marketers have switched to ________.

internet-based surveys

________ are flexible and allow for explanation of difficult questions as well as demonstrating products.

individual interviews

Which of the following statements about international marketing research is true?

Language translation in international marketing research typically increases costs and raises the risk of errors.

________ is best suited for descriptive research.

A survey

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?

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

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

Marketing research

________ have enabled researchers to gain greater control over who participates in the online sample.

Network respondent panels

A practice called ________ allows marketers to use online data to target ads and offers to specific customers

behavioral targeting

Hammond Corp. operates in the highly aggressive electronics market. The firm aims to obtain early warnings of opportunities and threats caused by the actions of other firms that are doing well in the industry. Which of the following sources would best serve Hammond's purpose?

competitive marketing intelligence

The marketing manager of Appeal Inc. has noticed a sharp decrease in sales over the last two months. The manager decides to conduct marketing research to identify potential causes for the drop in sales. Which of the following should the manager do first?

define the problem and objectives

________ is often the most difficult but most critical step in the research process.

defining the problem and research objectives

Coolers Inc. has decided to launch a new energy drink that will have the fewest calories among its competitors. To understand the market potential for the new drink and the demographics and attitudes of consumers who are likely to buy the product, Coolers should most likely use ________.

descriptive research

A major advantage of a mail survey is that it ________.

eliminates interviewer bias

________ are small groups of consumers who interact directly and informally with product designers without a moderator.

immersion groups

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?

mail questionnaires

Although internal databases can be accessed more quickly and cheaply than other information sources, one of the challenges of internal databases is ________.

maintaining the current database

Marketers apply ________ to the large and complex sets of data they collect to gain customer insights and gauge performance.

marketing analytics

Harmon, a nationwide department store, uses checkout scanners to record shoppers' purchases. Which term best describes Harmon's checkout scanners?

mechanical instrument

A(n) ________ is best suited for exploratory research.

observation

Which of the following is a structured method of online research where marketers require direct responses from customers?

online surveys

The most common research instrument, whether administered in person, by phone, by e-mail, or online, is the ________.

questionnaire

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

questionnaires and mechanical devices

Information collected from commercial online databases or through Internet search engines are examples of ________ data.

secondary

________ is a method of gathering primary data that involves asking people questions about their knowledge, attitudes, preferences, and buying behavior.

survey research