Chapter 7

Marketing Intelligence

This systematic collection and analysis of publicly available information about competitors and developments in the marketing environment is very useful. What is it called? marketing data marketing intelligence Web master sales and sales management secondary data

c

To assist in the development of a new economics textbook, Pearson Prentice-Hall is using the systematic design, collection, analysis, and reporting of relevant data. What are they doing ? a. promotion b. self-study c. marketing research d. cost-benefit analysis e. target market identification

ordinal

Numbers that can identify and rank order things are __________ numbers. ordinal interval nominal ratio simple

ratio

Numbers that can identify, rank with equal distance and have an absolute zero are _______ numbers. ordinal interval nominal ratio simple

nominal

Numbers that only can be used for identifying characteristics are _________ numbers. ordinal interval nominal ratio simple

d

Survey research is best suited for gathering ________ information. a. personal b. preference c. attitude d. descriptive e. exploratory

data mining

Using sophisticated statistical software to sift through data warehouses looking for new patterns and correlations is called: prospecting drilling data mining hard work phishing

describes who needs the information

A good problem definition has certain characteristics. Which of the following is NOT one of these: identifies the cause of the problem, not its symptoms describes who needs the information identifies alternative courses of action identifies information needed to evaluate those options. all of the above

lower cost and greater value

A good problem definition results in _________ and ___________. greater cost and greater use less cost and decreased value more cost and more value lower cost and greater value same cost and same value

d

In addition to defining the problems and research objectives, collecting relevant data, developing and reporting the findings, and using the information, the marketing research process includes ________. a. developing the research budget b. choosing the research agency c. choosing the research method d. developing the research plan e. comparing and contrasting primary and secondary data

on-line

In survey research, the MOST cost-effective means of contacting sample members is via: personal interviews telephone interviews on-line mail they are all about the same in terms of cost

respondent interest

Researchers want maximum response rates to help reduce non-response error. One thing that usually helps but is beyond researcher influence is: pre-notification call backs incentives respondent interest questionnaire format

a

Response rates in surveys are generally higher using _______ contact methods a. personal or online b. mail or telephone c. personal or mail d. telephone or online e. none of the above

evaluate actions taken

The final step in the marketing research process, according to the text, involves: make action recommendations implement action recommendations evaluate actions taken all of the above are part of the last step in MR none of the above are part of the last step in MR

a

When people are unwilling or unable to provide information, marketers turn to the use of this method of research. a. observation b. focus groups c. personal interviews d. fax surveys e. questionnaires

Likert scale

A scale that is comprised of a series of statements, each of which gives a possible characteristic about the subject, and followed by a range of agreement choices is a __________ scale. Semantic Differential scale Multichotomous scale Staple scale Likert scale Dumb scale

Semantic Differential scale

A scale that uses a series of bi-polar opposite descriptors about a subject is a _________ scale. Multichotomous scale Semantic Differential scale Staple scale Likert scale Really Dumb scale

All of the above

Benefits of data mining include all of these EXCEPT: improved prospecting better market segmentation increased customer loyalty more successful cross and up-selling all of the above are benefits of data mining

all of the above

Companies need information about their: customers' needs marketing environment competition all of the above none of the above

response rate

Dividing the actual number of respondents to a survey by the number of respondents targeted for the survey is called the: conversion rate response rate solicitation rate actual rate none of the above

b

Focus group interviewing is a major marketing research tool often used to gain insight into consumer thoughts and feelings. However, it is weak as a decision tool because the sample size is small, and it may be difficult to ________. a. find a representative sample b. generalize from the results c. administer the questions d. orchestrate cooperation e. find enough secondary data to support the findings

exploratory research

Gathering preliminary information that will help define the problem and suggest hypotheses is called: exploratory research descriptive research observational research survey research secondary research

descriptive research

Generating information to better describe marketing problems, situations, or markets. exploratory research descriptive research observational research survey research secondary research

probability

If every population member has a known, non-zero chance of selection in a sample and members are chosen by an objective process, this would be a _______________ sample. non-probability objective biased perfect probability

primary data

Information collected for the specific purpose at hand. exploratory data descriptive data observational data primary data secondary data

d

Judy Hammerschmidt regularly conducts online marketing research at work. She has found that it has several advantages over traditional methods. Which of these is NOT an advantage? a. respondents tend to be more honest. b. it is more cost efficient. c. report generation turnaround time is much quicker. d. there is greater personal interaction. e. respondents cannot remain anonymous.

interval

Numbers that can identify, rank with equal distance but have no absolute zero are _______ numbers. ordinal interval nominal ratio simple

c

Secondary data is often where marketing research begins. Secondary data consists of information ________. a. that could exist somewhere b. that does not currently exist in an organized form c. that already exists somewhere, having been collected for another purpose d. used by competition e. that the researcher can obtain through surveys and observation

c

The objective of ________ research is to test hypotheses about cause-and-effect relationships. a. descriptive b. exploratory c. causal d. corrective e. descriptive and exploratory

e

Which of the following are usually elements of focus group research? a. six to ten people b. other observers c. use of a moderator d. paid participants e. all of the above are true of focus groups

d

Which of the following is NOT viewed as a common mechanical instrument used to conduct market research? a. supermarket scanners b. people meters c. galvanometers and eye cameras d. telephone e. C and D

c

Which of the following is a correct statement? Secondary data are ________. a. collected mostly via surveys b. expensive to obtain c. sometimes not reliable d. never purchased from outside suppliers e. always necessary to support or refute the primary data collected

c

Which of the following is often the hardest step in the marketing research process to take? a. developing a research plan b. honing statistical analysis skills c. defining the problem and research objectives d. researching a research agency to help e. none of the above

b

Which problem describes the following survey question? "Do you fly Southwest Airlines regularly?" a. leading question b. ambiguous question c. unanswerable question d. double barreled question e. the question is fine as it is

a

Which problem describes the following survey question? "Why do you think Southwest Airline's service is so much better than other airlines?" a. leading question b. ambiguous question c. unanswerable question d. double barreled question e. the question is fine as it is

c

Why would In the Mood Music Distributors choose a sampling of its customers to research rather than all 15,000 of them? a. researching all of them is too time-consuming. b. researching all of them can be too expensive. c. the sample can fairly represent the entire population. d. the customers may all be similar. e. all of the above

a

You have been asked to provide good advice to a beginning market research intern as he or she develops a research questionnaire. Which of the following is the best advice you could provide? a. use care in the wording and ordering of questions. b. questions do not have to be arranged in a logical order. c. ask difficult questions in the beginning to "weed out" uninterested respondents. d. ask personal questions in the middle of the instrument. e. avoid eye contact as it may confuse the respondents.

d

Your assistant wants to use secondary data exclusively for the current research project. Which of the following is a reason why this may be a poor idea? a. it may not exist. b. all of the needed data is rarely available. c. it is generally more expensive when purchased from the government. d. both a and b above e. all of the above

b

________ research is best suited for gathering causal information. a. observational b. experimental c. survey d. descriptive e. internet

non-probability

f every population member's chances of being selected in a sample are unknown and members are chosen by some subjective process, this would be a ________________ sample. non-probability objective biased perfect probability