Chapter 4 Test

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_______

Understand the competition better

A successful CRM program is expected to help a company acheive all of the following EXCEPT_________

gain early warnings of competitors moves and strategies

Firms use competitive marketing intelligence to_________

simple random sample

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

language

For international researchers, ___________ is the most obvious obstacle

immersion group

Happy pets, a company manufacturing pet foods and accessories, created a membership club for its regular customers called "I love my Pet"........... Which of the following best described " I love my Pet"

Internet search engines can be useful sources of relevant secondary data

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

The response rate of mail questionnaires is often very low

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

Marketing research gives marketers insights into customer motivations.

Which of the following is true with regard to marketing research

Translation of questionnaires increases research costs and risks of error

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

Would you like to try our new ice cream flavor?

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

Benchmarking competitors products

Which of the following refers to a marketing intelligence technique?

convenience smaple

Which of the following refers to a non probability sample in which the researcher selects the easiest population members from which to obtain info?

Cluster sample

Which of the following refers to a probability sample in which the population is divided into mutually exclusive groups and the research draws a sample of the groups to interview?

Interpreting and reporting the findings

Which of the following s the final step of marketing Research process?

Competitive marketing intelligence relies upon publicly available info

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

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?

Sharing info without the customers authorization

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

Biased phrasing

While creating research questionnaires, researchers must particularly avoid the use 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_________

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

With the recent explosion of info technologies, ____________

Focus group interviewing

_____ consists of inviting 6 to 10 people to meet with a trained moderator to talk about a product, service or organizations

Competitive marketing intelligence

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

Neuromarketing

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

Netnography

_______ research involves observing customers in natural context on the Internet.

Survey Research

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

ethnographic research

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

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

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

judgment sample

which of the following refers to a non probability sample in which the researcher uses his of her evaluation techniques to select population members who are good prospects for accurate info?

quota sample

which of the following refers to a nonprobability smaple in which the researcher fnds and interviews a prescribed number of people in each of several categories?

Marketing Information System

a______ consists of people and procedures dedicated to assessing info needs, developing the needed info, and helping decision makers use the info to generate and validate actionable customer an market insights.

Develop customer insights

an MIS user should most likely be able to_______

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

Observational research

involves gathering primary data by observing relevant people, actions, and situations

Sample

A________ is a segment of population selected for marketing research to represent.

Implement the research plan

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

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.

Asses info needs

An MIS is used to_________

descriptive research

Beth Williams works for a marketing research company n Chicago.......... Given her objective, which of the following types of research is the most suitable for Beth?

Customer Insights

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

secondary data

Commercial online databases are rich sources for obtaining _________

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

Consumers who mistrust marketing research are more likely to _____________

Customer relationship management

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

Firms manage customer touch points to maximize customer loyalty

Customer relationship managment (CRM) helps___________

Causal

Experimental research is best suited for gathering________ info

data mining

In CRM_______ techniques are used to sort through data and locate useful findings about customers.

Safeguard the privacy of a firms customers

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

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

In a simple random sample,__________

questionnaires and mechanical devices

In collecting primary data, marketing researchers have a choice of two main research instruments_____________

Exploratory

In______ research, the objectives is to gather preliminary info that will help define the problem and suggest hypotheses

Secondary

Info collected from Internet search engines is an example of _____data

Gain competitive advantage

Info in a company's database can come from many sources. An advantage of harnessing such info is to__________

Places a high emphasis on speed

Jake Adams works for a marketing research fir, and is currently conducting research for a company that wants to investigate multiple international markets for the possibility of expansion. Internet-based survey research would be the most attractive research option for Jake if his client______________

online survey

Jamie Gonzales owns a small publishing company in Utah and has a very restrictive budget for the market research he currently needs to conduct......... keeping in mind his restrictive budget and other specifications, which of the following methods of contact would you advise jamie to use?

Internet search engines

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?

experimental research

Juanita petino, a nutritionist, decided to test the effects of two breakfast cereals, Kinglo and Loopy, on different consumer groups.........In this instance, Juanita is using__________

Internal Databases

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

Experimental research

Kinger Burgers came out with a new hamburger, before including it into its main menu, released it in two different cities with two different prices...............This is an example of _________

Mail questionnaires

Loft industries sells roof trusses to contractors and builders and is currently looking for honest feedback on its services............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. Which of the following is best suited to meet Maria requirements?

Online survey

Melissa Thomas leads the marketing research division at trionics Inc. A manufacturing company based in Alabama............ for future sales, she needs customer feedback...............Which of the following contact methods is the most likely to hold the highest appeal for Melissa?

Exploratory

Observation is best suited for _______ research

Reliable secondary data is both scarce and difficult to find

Often, international researchers must collect their own primary data because _________

Info collected for the specific purpose at hand

Primary data consist of_________

Customer Relationship management

Ralph works for Zenith Inc. a leading cosmetic company based in Illinois. At zenith, Ralph primary responsibility revolves around digging deeply into customer data to gain valuable insights about customer needs, motives, and attitudes............. Ralph position at zenith requires him to focus primary on______________

group interviewing

Redrunners Inc, a manufacturer of sports merchandise, is gathering customer opinion about the firms new sports shoe line..........A moderator was present to monitor the discussion. which of the following types of contact methods is Redrunners using?

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

Secondary data consist of______

Marketing information system

The market researchers at Honey Camp foods gather daily sales data and sort it by product line and region.................This mix of people and procedures at Honey Camp Foods that generate actionable marketing insights represents a____________

Competitive marketing intelligence

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?

Test hypotheses about cause-and -effect relationships

The objective of causal research is to ________

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

The research plan_______

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__________

Online surveys

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

Controlling the online sample is difficult

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

Relevant secondary data can be difficult to locate

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

The speed with which data is collected is high

Which of the following is an advantage of telephone interviews?

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

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

How is voting going to help the nation?

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

The flexibility of the survey research is high, it can be used to obtain many different kinds of info in many different situations.

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

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

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

Defining the problem and objectives of the study

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

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

Which of the following is true about Internet- based survey Research.

CRM aims to maximize customer loyalty

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

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

Which of the following is true about secondary data?

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

Which of the following is true about survey research?

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

Which of the following is true of ethnographic research

Marketing Research

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

To gather and integrate data in a central, accessible location

what is the purpose of a data warehouse?

Individual interviewing

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

Internal info may be incomplete of in the wrong form for making marketing decisions

which of the following is a disadvantage of using info from internal databases?

Internet search engines

which of the following is a valid source of secondary data?