350 Ch 4

Which of the following information must a researcher evaluate and acknowledge as having a different original​ purpose, outside the current research questions trying to be answered. In other​ words, this type of research was initially done to answer different​ question(s) than what the current research frawework is trying to answer. Question content area bottom Part 1 A. Primary information B. Secondary information C. Survey information D. Big data analytical information E. Focus group information

Secondary information

Why is it important for a company to collect both primary and secondary data when conducting marketing​ research? Question content area bottom Part 1 A. To avoid complaints that the study is not reliable B. To ensure the data is usable C. To guarantee the product being researched will be successful D. To have a​ "full picture" of the subject of its study E. To keep costs down

To have a​ "full picture" of the subject of its study

Nielsen is engaged in the collection and analysis of information about consumers, competitors, and developments in the marketplace. This systematic monitoring is known as __________. a big data 5b marketing information systems 5c competitive marketing intelligence 5d customer insight 5e internal databases

competitive marketing intelligence

According to​ lecture, the ideal number of participants for a focus group​ is? A. 5 B. 18 C. 8 D. None of the above

8

When it comes to assessing Marketing Information​ Needs, the​ "Modern Marketer"​ (as pictured in​ lecture) needed to have a blend of part​ _____________________ and part​ ____________________. Artist​ & Scientist Your answer is correct. B. Reseller​ & Supplier C. Statistician​ & English Professor D. Graphics Artist​ & Photographer E. None of the above are correct

Artist​ & Scientist

Calvin's Cupcakes is attempting to gather information about its customers in order to improve its customer service. Which of the following is the BEST path for this company to start to develop an efficient​ MIS? Question content area bottom Part 1 A. Conduct surveys or focus groups to gather information B. Determine how to use the information gathered by market research C. Analyze the information gathered in market research D. Distribute necessary information to the marketing team E. Assess the information needs of the company

Assess the information needs of the company

The two types of Marketing Metrics that were outlined in lecture​ are: A. Channel and Performance B. None of the answer selections is the correct choice C. Conversion and ROI D. Financial and Promotional E. Product and Logistics

Channel and Performance

Which of the following is NOT a step in the marketing research​ process? Question content area bottom Part 1 A. Interpreting and reporting the findings B. Developing the research plan C. Implementing the research plan D. Comparing research findings to other studies E. Defining the research problem

Comparing research findings to other studies

Which of the following is NOT a primary goal of competitive marketing​ intelligence? A. Providing early warnings of opportunities B. Improving strategic decision making C. Providing early warnings of threats D. Creating an understanding of the​ business-to-business environment E. Assessing and tracking​ competitors' actions,

Creating an understanding of the​ business-to-business environment

A marketer who wishes to gain insight into the demographics and attitudes of consumers who buy their product would likely ask Nielsen to perform which type of research? a Causal research 5b Descriptive research 5c Primary data 5d Exploratory research 5e Secondary data

Descriptive research

Which of the following describes the type of research used to help define the research problem and suggest​ hypotheses? Question content area bottom Part 1 A. Descriptive research B. Causal research C. Secondary research D. Exploratory research E. Primary research

Exploratory research

There are several types of objectives market researchers might use in a marketing research project. Which of the following are the primary types of​ objectives? A. Demographic​ research, exploratory​ research, and attitudinal research B. Descriptive​ research, survey​ research, and causal research C. Exploratory​ research, descriptive​ research, and causal research D. Exploratory​ research, descriptive​ research, and survey research E. Exploratory​ research, secondary​ research, and primary research

Exploratory​ research, descriptive​ research, and causal research

A company is conducting market research to determine the best areas in which to sell its product. It has developed the research plan. What is the next step of this​ company's research​ plan? Question content area bottom Part 1 A. Share the data with other companies in similar situations B. Analyze potential data sources C. Define the problem. D. Determine the best method to conduct research E. Implement the plan

Implement the plan

Marketers obtain needed marketing information from which of the​ following? Question content area bottom Part 1 A. Internal​ data, big​ data, and market research B. Marketing​ managers, information​ users, and internal databases C. Internal​ data, marketing​ intelligence, and marketing research D. Internal​ data, marketing​ research, and marketing managers E. Marketing​ intelligence, marketing​ research, and the marketing environment

Internal​ data, marketing​ intelligence, and marketing research

What are the three general sources from which marketers can obtain​ information? A. Internal​ data, big​ data, and global data B. ​Competitors, the​ internet, and the media C. Sales​ records, the​ internet, and internal databases D. Internal​ data, marketing​ intelligence, and marketing research E. Marketing​ research, surveys, and scanners

Internal​ data, marketing​ intelligence, and marketing research

Mark and Roberta own and manage a brand where the product they invented created a new product category. Now that their brand has been in the marketplace for a while competitors have entered. Each time a new competitor enters the​ market, Mark and Roberta buy a sample off the shelf and then take it a part in their lab to ensure they are one step a head of the competition. In terms of Marketers obtaining​ information, this is an example of developing A. Marketing Research B. Ethnography C. Descriptive Research D. Marketing Intelligence

Marketing Intelligence

Which of the areas of MIS does Market Environment Scanning and Analyzing​ occur? A. Customer Relationship B. Internal Database Marketing C. Marketing Intelligence This is the correct answer. D. Marketing Research E. Descriptive Research

Marketing Intelligence

Amy is a Marketing Researcher who is viewing store video and timing the amount of seconds that consumers spend in front of different product category shelved brands. Which of the following types of research discussed in lecture does this​ exemplify? A.Observational Research .B.Causal Research C.Ethnographic Research D.Product Research

Observational Research

Nielsen gathers consumer insights through a variety of ways, including consumer tracking and panels. Which type of research is Nielsen engaged in during these examples? a Telephone surveys 5b Causal research 5c Focus groups 5d Mail questionnaires 5e Online marketing research

Online marketing research

Which of the following statements about online research is​ correct? Question content area bottom Part 1 A. Focus groups are rarely conducted online. B. Experiments cannot be conducted online. C. Online research is only feasible for large companies. D. It is more expensive to conduct online research than to do a​ mail, phone, or personal interview. E. Online surveys generally have higher response rates than those conducted by mail or phone.

Online surveys generally have higher response rates than those conducted by mail or phone.

The specific data that Nielsen provides to its clients for a specific purpose that has not been completed before, is most likely which type of data? 5a Primary 5b Causal 5c Descriptive 5d Exploratory 5e Secondary

Primary

Which of the following is NOT true regarding international marketing​ research? A. Cultural differences from country to country cause additional problems. B. Obtaining primary data may be difficult. C. Translating questionnaires from one language into another is not an easy task. D. Good secondary data is scarce. E. The cost of international research is lower.

The cost of international research is lower.

Marketing information is of no value until it is used for what​ purpose? A. To perform marketing research B. To build a better bottom line C. To make better marketing decisions D. To better practice customer relationship management E. To obtain marketing metrics

To make better marketing decisions

​Lydia's Lights wants to extend its market into Mexico. Before jumping​ in, the company needs to conduct some​ in-depth research to gauge​ customer's needs,​ interests, and buying patterns by having some of the researchers live and participate in the Mexican culture directly. Which of the following is the BEST option for​ Lydia's Lights? Question content area bottom Part 1 A. Set up a call center to be the base for researchers to telephone the target consumers. B. Deliver surveys to the target consumers through the mail. C. Gather only secondary data to minimize expenses. D. Utilize Ethnographic methods E. Send out a survey by mass​ e-mail to the target consumers.

Utilize Ethnographic methods

Today's marketers see information not only as a tool for input for better​ decision-making, but also as​ ___________________________. A. an excellent resource to gather information on competitors B. a​ revenue-generation tool C. a way to provide useful customer insights D. an important strategic asset and marketing tool E. a way to gather big data and perform analytics

an important strategic asset and marketing tool

Tracking consumer movements across online sites has given Marketers insight into​ ____________________. The idea behind this concept is that movement on social networking sites is parallel to how people shop. A. behavioral targeting B. engaged social ad space C. online focus groups D. social network targeting

behavioral targeting

The real value of marketing information rests in the​ _____________________. Question content area bottom Part 1 A. marketing intelligence it uncovers B. customer insights it provides C. social media data it uses D. support of a​ company's marketing research E. amount of big data it analyzes

customer insights it provides

You and seven other people relay your feelings and thoughts about a potential new product to a trained moderator. In​ exchange, you receive a small payment. You are participating in​ a(n) ________. Question content area bottom Part 1 A. immersion group B. experiment C. ethnographic study D. individual interview E. focus group

focus group

Two major public policy and ethical issues in marketing research are​ ________. A. intrusions on consumer privacy and inaccurate data analysis B. intrusions on consumer privacy and misuse of research findings C. paying research respondents and intrusions on consumer privacy D. the use of research to create deceptive advertising E. misuse of research findings and improper sampling procedures

intrusions on consumer privacy and misuse of research findings

Martin and Ruby are doctors who have conducted research for a​ well-known University about the effects of eating a​ whole-grain diet on patients with diabetes. The doctors have been approached about using their research to support claims for a​ well-known, whole grain brand of cereal. Martin and Ruby are concerned that their research was not intended to support claims for a branded food product. Which of the following concepts from chapter 4 reading is at​ play? A.misuse of research findings B. privacy issues C. ethics of research design D. none of the above

misuse of research findings

Companies need meaningful customer insights so they can​ _____________________________. A. produce superior value for their customers B. gain a competitive advantage C. realize better bottom lines D. build larger market share E. build databases that prove useful to marketers

produce superior value for their customers

According to​ lecture, most ethical issues in MIS are related to the area​ of: A. Artificial Intelligence​ (AI) Use B. Market Research C. Marketing Intelligence D. Big Data Analytics E. Internal Database Marketing

Marketing Intelligence

As discussed in​ lecture, survey research​ (in Marketing) is most often developed to measure which of the​ following? A. Product Category Knowledge B. Attitudes C. Perceptions D. Buying Behaviors E. All of the above

Attitudes

A​ __________________________ consists of the 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. A. marketing research department B. marketing analytic system C. marketing consulting team D. marketing information system E. marketing technology system

marketing information system

Software and analytical techniques that​ integrate, analyze, and apply the mountains of individual customer data to gain a​ 360-degree view of customers enable companies to​ ________________________. A. get to know their customers personally B. perform market research C. find new customers D. practice customer relationship management E. develop large customer datasets

practice customer relationship management

Juanita owns a small​ hot-air balloon company in​ Albuquerque, New Mexico. She recently started a Facebook page for her​ company, and many of her customers are asking for​ store-sponsored hot-air balloon trips. They believe​ Juanita's expertise would make her the perfect guide. Juanita decides to host quarterly​ hot-air balloon trips and experiences a huge increase in sales and customer satisfaction. Which of the following is the BEST conclusion that can be drawn from​ Juanita's situation? Most small businesses have no way of easily accessing customer insights. B. Customer insights are not dependable. C. Customer insights can be gained only through costly market research. D. Customer insights can provide valuable information to a small businesses. E. Customer insights are emotional and often irrelevant to a small business.

. Customer insights can provide valuable information to a small businesses.

What is the correct sequence of the four steps of the marketing research​ process? A. Collect the​ data, analyze the​ data, develop the research​ plan, interpret and report the findings B. Develop the research​ plan, set the research​ budget, collect the​ data, interpret and report the findings C. Develop the research​ plan, define the problem and research​ objectives, implement the research​ plan, interpret and report the findings D. Define the problem and research​ objectives, develop the research​ plan, implement the research​ plan, interpret and report the findings E. Set the research​ budget, collect the​ data, analyze the​ data, determine how to use the findings

Define the problem and research​ objectives, develop the research​ plan, implement the research​ plan, interpret and report the findings

​___________consists of the analysis​ tools, technologies, and processes by which marketers dig out meaningful patterns in big data to gain customer insights and gauge marketing performance. Question content area bottom Part 1 A. Marketing analytics B. CRM C. Marketing information D. Touch points E. Big data

Marketing analytics

Nielsen gathers data on millions of people to help marketers gain __________ to use to create strategic marketing decisions. a big data 5b competitive marketing intelligences 5c customer insights 5d marketing information systems 5e internal databases

customer insights