intro to marketing chapter 4
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 ________.
true
A management information system (MIS) assesses information needs, develops needed information, and helps decision makers use the information.
understand the competition better
A successful CRM program is expected to help a company achieve all of the following EXCEPT ________.
marketing information system (MIS)
A(n) ________ consists of people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers use the information to generate and validate actionable customer and market insights.
sample
A(n) ________ is a segment of the population selected for marketing research to represent the population as a whole.
gain early warnings of competitor moves and strategies
Firms use competitive marketing intelligence to ________.
simple random sample
For her current research project, Margaret Rogers wants to select a sample in which every member has a known and equal chance of selection. In other words, Margaret 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." This group consists of animal lovers selected by the company to complete product-related polls, chat with product developers, and provide feedback about specific products. Which of the following best describes "I Love My Pet"?
) safeguard the privacy of a firm's customers
) In a company, the job of a chief privacy officer (CPO) is to ________.
true
) Internal databases usually can be accessed more quickly and cheaply than other information sources.
Competitive marketing intelligence
) ________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.
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?
chief listening officer
Which of the following most likely refers to a person who is charged with sifting through online customer conversations and passing along key insights to marketing decision makers?
Would you like to try our new ice cream flavor?
Which of the following questions is an example of a closed-end question?
benchmarking competitors' products
Which of the following refers to a marketing intelligence technique?
quota sample
Which of the following refers to a nonprobability sample in which the researcher finds and interviews a prescribed number of people in each of several categories?
convenience sample
Which of the following refers to a nonprobability sample in which the researcher selects the easiest population members from which to obtain information?
judgment sample
Which of the following refers to a nonprobability sample in which the researcher uses his or her evaluation techniques to select population members who are good prospects for accurate information
cluster sample
Which of the following refers to a probability sample in which the population is divided into mutually exclusive groups (such as blocks), and the researcher draws a sample of the groups to interview?
Competitive marketing intelligence relies upon publicly available information
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 information without the customer's 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 use their dishwashers in their homes. In this instance, the designers were conducting a(n) ________.
mail questionnaires
Wilma Roberts is conducting research to determine consumers' personal grooming habits. Because of the personal nature of the survey questions involved, Wilma wants to select the contact method that is most likely to encourage respondents to answer honestly and that will allow her to easily collect large amounts of data. Which of the following is best suited to meet Wilma's requirements?
most marketing managers are overloaded with data and often overwhelmed by it
With the recent explosion of information technologies, ________.
false
With the recent explosion of information technologies, companies are finding it difficult to generate marketing information in great quantities
Focus group interviewing
________ consists of inviting 6 to 10 people to meet with a trained moderator to talk about a product, service, or organization.
Survey research
________ involves gathering primary data by asking people questions about their knowledge, attitudes, preferences, or buying behavior. It is the most widely used method for primary data collection.
Observational research
________ involves gathering primary data by closely examining relevant people, actions, and situations.
Marketing research
________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
Experimental research
________ refers to gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.
Neuromarketing
________ refers to the measurement of brain activity to learn how consumers feel and respond.
Netnography
________ research involves observing customers in a natural context on the Internet.
Ethnographic research
________, a form of observational research, involves sending observers to watch and interact with consumers in their natural environments.
implement the research plan
After a research instrument is selected, the next step in the marketing research process is to ________.
assess information needs
An MIS is used to ________.
develop customer insights
An MIS user should most likely be able to ________.
descriptive research
Beth Williams works for a marketing research company in Chicago. Her current research involves finding the market potential for a client's new line of sports apparel. 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 information from a wide variety of sources ranging from marketing research studies to monitoring online 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 information is buried deep in the separate databases and records of different company departments. To overcome such problems, many companies are now turning to ________ to manage detailed information about individual customers.
firms manage customer touch points to maximize customer loyalty
Customer relationship management (CRM) helps ________.
internal databases
Diana, a senior marketing manager of a pizzeria in North Florida, is currently researching electronic collections of consumer information within the company network to arrive at crucial marketing decisions. In this instance, Diana is using ________
causal
Experimental research is best suited for gathering ________ information.
data mining
In CRM, ________ techniques are used to sort through data and locate useful findings about customers.
exploratory
In ________ research, the objective is to gather preliminary information that will help define the problem and suggest hypotheses.
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, ________.
data obtained from the surveys conducted in the 75 companies
In this scenario, which of the following is an example of primary data?
collecting data about competitors
In this scenario, which of the following is representative of competitive marketing intelligence?
secondary data
Information collected from Internet search engines is an example of ________.
gain competitive advantage
Information in a company's database can come from many sources. An advantage of harnessing such information is to ________.
true
Internal databases are electronic collections of consumer and market information obtained from data sources within a company's network.
places a high emphasis on speed
Jake Adams works for a marketing research firm 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 ________.
) 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. For the purpose of her study, she divided 20 volunteers into two groups and asked the members of one group to have Kinglo cereal and the members of the other group to have Loopy cereal for breakfast. She decided to compare the responses of the volunteers after a week to gain deeper insights into consumer attitude. In this instance, Juanita is using ________.
experimental research
Kinger Burgers came out with a new hamburger and, before including it into its main menu, released it in two different cities with two different prices. The marketers at Kinger Burgers then analyzed the different levels of purchase made at these two different places, planning to using the information to help them set a nationwide price for the new offering. 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. However, in the past, most of its efforts to procure feedback from customers did not yield any meaningful data. According to the marketing managers of Loft Industries, feedback was more polite than honest. Which of the following contact methods should Loft Industries most likely use to maximize its chances of receiving honest and impersonal feedback?
online surveys
Melissa Thomas leads the marketing research division at Tronics Inc., a manufacturing company based in Alabama. To improve future sales of the company's products, she has decided to collect customer opinions and feedback on the current products offered by her company. For this purpose, Melissa is looking for a highly flexible contact method which can be used to gather large amounts of data within the least possible time. In this instance, which of the following contact methods is most likely to hold the highest appeal for Melissa?
exploratory research
Observation is best suited for ________.
stratified random sample
Of the 141 companies on the list, Jason chose to survey only 75 of them. He sent surveys to both small as well as large companies. If Jason selected survey recipients randomly from two mutually exclusive groups comprising of small and large companies respectively, he most likely used a ________.
reliable secondary data is both scarce and difficult to find
Often, international researchers must collect their own primary data because ________.
information collected for the specific purpose at hand
Primary data consist of ________.
customer relationship management
Ralph Goldsmith works for Zenith Inc., a leading cosmetic company based in Illinois. At Zenith, Ralph's primary responsibility revolves around digging deeply into customer data to gain valuable insights about customer needs, motives, and attitudes. This data is, in turn, used by Zenith to personalize its customers' shopping experiences. Ralph's position at Zenith requires him to focus primarily on ________.
causal
Ramona Adams, a marketing manager working in an American firm, 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. Ramona is involved in ________ research
group interviewing
Redrunners Inc., a manufacturer of sports merchandise, is gathering customer opinions about the firm's new sports shoe line. A team of researchers in the company invited 8 regular customers to talk about the new line of shoes, asking why they chose to buy the shoe and what they disliked most about its design. A moderator was present to monitor the discussion. Which of the following types of contact methods has Redrunners used in this instance?
information that already exists somewhere, having been collected for another purpose
Secondary data consist of ________.
marketing information system
The market researchers at HoneyCamp Foods gather daily sales data and sort it by product line and region. With the help of sophisticated tools and techniques, they develop the data needed by marketing managers to evaluate the market share of the company's different products and also to gain valuable market insights. This mix of people and procedures at HoneyCamp Foods that generate actionable marketing insights represents a(n) ________.
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?
true
The real value of marketing research lies in the customer insights that it provides
) outlines sources of existing data and spells out the specific research approaches
The research plan ________.
It involves sending observers to watch and interact with consumers in their natural environments.
Which of the following is true of ethnographic research?
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
Ursula Williams owns a small publishing company in Utah and has a very restrictive budget for the market research she currently needs to conduct. She requires a large sample size for her research in order to arrive at insightful conclusions. Additionally, she wants to have excellent control over her sample. Keeping in mind her restrictive budget and other specifications, which of the following methods of contact would you advise Ursula to use?
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?
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?
Internal information may be incomplete or in the wrong form for making marketing decisions.
Which of the following is a disadvantage of using information from internal databases?
Relevant secondary data can be difficult to locate.
Which of the following is a disadvantage of using secondary data?
Internet search engines
Which of the following is a valid source of 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 information 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?
Focus group interviewing involves small samples to keep time and costs down, which makes it hard to generalize from the results.
Which of the following is most likely a disadvantage of focus group interviewing?
The flexibility of survey research is high; it can be used to obtain many different kinds of information 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?
interpreting and reporting the findings
Which of the following is the final step of the marketing research process?
defining the problem and objectives of the study
Which of the following is the first step in the marketing research process?
to test hypotheses about cause-and-effect relationships
Which of the following is the objective of causal research?
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?
