Quiz 4

A colleague needs to collect descriptive data about his​ customer's attitudes. He has not done this type of research before. What research approach would you recommend to best suit this research​ project? A. A survey B. An ethnographic study C. Observation D. Secondary data E. An experimen

A

Which of the following would be good advice for someone that is conducting marketing research in a foreign​ country? A. Reaching respondents in other parts of the world is more difficult than it is in the U.S. B. You can easily find good secondary data in most foreign markets. C. Consumers in foreign markets generally enjoy participating in marketing research. D. Globalization has slowed​ down, so international research is no longer necessary. E. Language translation will be easy.

A

A power tool company wants to give its customers access to​ internal, non-public information about how best to use its product in creative ways. What should the company create to provide customers with this​ information? A. A company data mine B. A company extranet C. A data warehouse D. A company website E. A company intranet

B

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. ethnographic study B. immersion group C. focus group interview D. experiment E. individual interview

C

Many companies build extensive electronic collections of consumer and market information obtained from data sources within the​ company's network. This is known as​ ___________. A. marketing intelligence B. an intranet C. online marketing research D. an internal database E. marketing research

D

Which of the following BEST describes the purpose of the customer insights​ team? A. To instruct other company departments in customer service B. To represent the company to its customers C. To advertise new products to customer bases D. To create more value for customers E. To develop new markets of customers for the company

D

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

D

The role of a​ company's marketing information system​ (MIS) is important because​ ______________. A. it maintains the​ company's internal database of customers B. it allows a company to outperform its competitors in the marketplace C. it enables a company to use customer insights to improve relationships with customers D. it increases the likelihood that a customer will buy a product E. it ensures that the company will have good customer service

C

To develop needed​ information, marketing information systems utilize​ _________. A. internal​ databases, marketing​ research, and marketing managers B. marketing​ managers, information​ users, and internal databases C. internal​ databases, marketing​ intelligence, and marketing research D. internal​ databases, big​ data, and market research E. marketing​ intelligence, marketing​ research, and the marketing environment

C

​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. Which of the following is the BEST option for​ Lydia's Lights? A. Deliver surveys to the target consumers through the mail. B. Gather only secondary data to minimize expenses. C. Send researchers​ door-to-door to collect the data from target consumers. D. Set up a call center to be the base for researchers to telephone the target consumers. E. Send out a survey by mass​ e-mail to the target consumers.

C

A researcher must always evaluate secondary information​ carefully; however, the researcher does not need to ensure the evaluation is​ _________. A. relevant B. impartial C. accurate D. current E. subjective

E

An international company has appointed a CPO to ensure the privacy and confidentiality of the consumer data it collects. Which of the following is the CPO MOST likely to do as a function of his​ job? A. Use customer data in such a way to convince customers to buy products. B. Inform customers of the​ company's privacy policy. C. Scour consumer financial information. D. Track the clicks of customers on websites. E. Compile an exhaustive resource of customer data.

B

Which kind of company would most benefit from conducting marketing​ research? A. Neither large multinationals like Disney and IBM nor small locals truly need market research. B. Both large multinationals like Disney and IBM and small locals truly need market research. C. Only small locals like​ Beatrice's Bistro need market research. D. Only​ medium-sized companies that are about half the size of Disney and IBM need market research. E. Only large multinationals like Disney and IBM need market research.

B

Any contact between a customer and a company is called​ a(n) _________. A. purchase B. service call C. satisfaction survey D. sales call E. touch point

E

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

E