Chapter 9 Questions

In the context of management uses of marketing research, understanding _____ enables grocery chain marketing managers to determine whether departments in their stores should be moved and/or reorganized. a. consumer purchase patterns b. competitive market bases c. profit-based research d. seller-rate segmentation

a

In the context of marketing research, which of the following statements is true of virtual shopping? a. Researchers simulate an actual retail store environment on a computer screen. b. Customers are required to walk around a store and tag the products they wish to buy using a scanner. c. It increases business costs for a manufacturer because of high-end setups involved. d. Information about customers' buying behavior cannot be gathered.

a

Muscular Trends Inc., a fitness equipment manufacturing company, does not meet the targeted sales turnover for the financial year. Roger, the marketing manager of Muscular Trends Inc., decides to conduct marketing research to investigate the reason for the decrease in sales. In this scenario, through market research, Roger will most likely a. identify what has gone wrong in the previous sales strategies. b. understand simple relationships of marketing variables, but not the detailed and complicated ones. c. be able to exclude the external environmental factors that affect and influence consumer behavior. d. ensure that secondary data do not influence his future marketing decisions.

a

Opula Inc. is a company that designs jewelry. It needs secondary data to know its customers' preferred jewelry patterns. In this scenario, which of the following secondary data can Opula Inc. obtain from within the firm? a. Social media posts entered by Opula's customers on its trending jewelry designs b. Summaries of income data of all jewelry businesses compiled by the state and federal agencies c. Articles published in reputed business magazines about Opula's profit margins d. Data published by trade associations dealing with the recent jewelry market strategies

a

The food inspection department assigns Anderson, a researcher, the task to inspect the food and service quality at leading restaurants in the town. Every week, he visits a restaurant and pays very close attention to the quality of the food, service, and the cleanliness of the cutlery used. The restaurant staff members are unaware that he has been hired to report his experiences at the restaurant to the food inspection department. In this scenario, Anderson is a _____. a. mystery shopper b. cause-related marketer c. pollster d. competitive intelligence gatherer

a

Which of the following statements is true of marketing research? a. It provides data on the effectiveness of the current marketing mix. b. It guarantees the availability of reliable data. c. It is the best marketing strategy to predict consumer behavior. d. It lacks the ability to provide decision makers with insights for any required changes.

a

In the context of Internet usage by marketing researchers, which of the following statements is true of web survey systems? a. They consist of a database of respondents via a screening questionnaire on their websites. b. They consist of a data delivery program designed for use by nonprogrammers. c. They are managed by people who agree to participate in online market research surveys. d. They allow respondents to view things such as a concept statement.

b

In the context of probability samples, a _____ sample is arranged in such a way that every element of the population has an equal chance of being selected as part of the sample. a. judgment b. random c. quota d. convenience

b

Magnira Inc., a cosmetics brand, wants to understand its customers better by interacting with them. It starts off by gathering information about who its customers are and where they are located. In the given scenario, which of the following steps of the customer relationship management (CRM) cycle is Magnira Inc. executing? a. Leveraging customer information to all areas of their business b. Identifying customer associations with the organization c. Identifying profitable and unprofitable customers d. Conducting an ethnographic research

b

Mirange Flyer Airlines decides to conduct a research study on the satisfaction levels of its customers. It opts for an Internet survey method. It first locates a group of customers as participants for the study and asks them to log on to a specific website at a particular time. Once the participants log on to the website at the given time, an online moderator types in questions such as, "When was the last time you flew with us?" and "How would you rate our customer service?" The participants are then allowed to respond to these questions. This scenario exemplifies the use of _____. a. online feedback panels b. online focus groups c. web research programs d. web survey systems

b

In the context of a marketing research project, which of the following statements is true of the marketing research objective? a. It is based on the goal of marketing so that large number of consumers can be attracted. b. It is based on acquiring capital for upcoming ventures through crowdfunding. c. It defines the specific information needed to solve a marketing research problem. d. It encourages marketing decision making without the use of any form of secondary data.

c

In the context of the customer relationship management cycle, which of the following statements is true of big data analytics? a. They leverage customer information. b. They gather information about customers who are no longer loyal to a brand. c. They compile actionable data about the purchase habits of customers. d. They identify competitors' customers.

c

In the context of the ever-changing marketplace, which of the following statements is true of marketing research? a. It results in inaccurate forecast as the market place keeps changing. b. It overlooks the role of word of mouth advertising in the promotion process of newly launched products. c. It helps in understanding the marketing environment with the aid of big data analytics. d. It discourages the use of loyalty programs when marketing to improve customer relationships.

c

Mike, a university student, is conducting a research to compare the use of e-books with that of traditional printed books. For his research, he decides to approach few of his friends who are avid readers. In this scenario, the type of sample that Mike is planning to use is known as a _____. a. stratified sample b. random sample c. convenience sample d. cluster sample

c

Which of the following is a benefit of competitive intelligence (CI)? a. It is similar to industrial espionage and is, therefore, inexpensive. b. It is a cheaper way of gathering intelligence. c. It is an important tool for helping a firm overcome a competitor's advantage. d. It is used by companies to store and integrate customer data.

c

Which of the following statements is true of customer relationship management (CRM) companies? a. They understand the interactions with old customers. b. They analyze information about their competitors' customers. c. They leverage customer data and information. d. They help managers assess their competitors.

c

Which of the following statements is true of mobile surveys? a. A shop-along is not possible in mobile surveys. b. They require more time than other forms of surveys. c. The survey completion rates decrease with the screen size of mobiles. d. They provide asynchronous feedback to the marketers who conduct the surveys.

c

_____ consist of an integrated questionnaire designer, server, database, and data delivery program designed for use by nonprogrammers. a. Online survey panels b. Online focus groups c. Web survey systems d. Web community programs

c

_____ is the process of researching brain patterns and measuring certain physiological responses to marketing stimuli. a. A cross-tabulation b. Anticipatory coping c. Neuromarketing d. An ethnography shop-along

c

Cleo is given the responsibility of gathering information about the countries where sales of cameras have been high and the reason behind customers' preference of certain cameras to others in the market. In this scenario, Cleo will need to perform the _____ role of marketing research. a. hypothetical b. diagnostic c. predictive d. descriptive

d

In the context of customer relationship management (CRM), a company should identify its profitable and unprofitable customers because a. customer data cannot be stored and integrated throughout the company. b. information about all its customers cannot be obtained and maintained. c. all customers should receive the same type of information irrespective of their purchase patterns. d. not all customers are equally important for a business.

d

In the context of marketing research, which of the following is a difference between traditional surveys and Internet surveys? a. Traditional surveys speed up the response process, whereas Internet surveys slow it down. b. Traditional surveys can grow in volume with little expenditure, whereas Internet surveys are expensive. c. Traditional surveys have high response rates, whereas Internet surveys have a low response rates. d. Traditional surveys are labor-intensive, whereas Internet surveys do not involve labor.

d

The management of CranCos Inc., a food and beverage manufacturer, decides to change the company's logo. For this purpose, it creates a website where customers can discuss and share their ideas. It chooses a group of loyal customers to send in their opinions on what colors should be used for the logo. In this scenario, CranCos Inc. is using a(n) _____ to conduct its survey. a. online focus group b. virtual panel provider c. offline survey system d. web community

d

The process of planning, collecting, and analyzing data relevant to a marketing decision is called _____. a. strategic planning b. brand analysis c. market segmentation d. marketing research

d

Which of the following statements is true of competitive intelligence (CI)? a. It refers to the field of marketing that studies the body's responses to marketing stimuli. b. It includes the activities concerned with identifying and counteracting the threat to a firm's security, competitive services, and infrastructure. c. It includes a scanner-based sales-tracking service for the consumer packaged-goods industry. d. It refers to a system that helps managers assess their competitors and vendors to become more efficient and effective competitors.

d