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
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?
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, ____________
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.
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?
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__________
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?
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__________
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?
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
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?
Exploratory
Observation is best suited for _______ research
Info that already exists somewhere, having been collected for another purpose
Secondary data consist of______
Info collected for the specific purpose at hand
Primary data consist of_________
Focus group interviewing
_____ consists of inviting 6 to 10 people to meet with a trained moderator to talk about a product, service or organizations
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?
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?
Reliable secondary data is both scarce and difficult to find
Often, international researchers must collect their own primary data because _________
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?
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.
ethnographic research
____________a form of observational research that involves sending trained observers to watch and interact with consumers in their "natural environments"
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
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?
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.