Chapter 4 M
Some marketers face special marketing research situations, such as those conducting research in small business, not-for-profit, or international situations. International researchers deal with great variances in ________, __________, __________, and ___________. A. levels of economic development, cultures and customs, buying patterns, and scarcity of secondary data B. levels of economic development, cultures and customs, buying patterns, and scarcity of primary data C. cultures and customs, buying patterns, lack of government cooperation, and scarcity of secondary data D. levels of economic development, buying patterns, scarcity of secondary data, and lack of cooperation from international entities E. the political environment, cultures and customs, buying patterns, and scarcity of secondary data
A
To analyze individual customer data, many companies have now acquired or developed special software and analysis techniques called ________. A. customer relationship management (CRM) B. business and market intelligence software C. market intelligence software D. business intelligence software E. business analytics software
A
To ________ for customers and ________, marketers must first gain fresh, deep insights into what customers need and want. A. create value; build meaningful relationships with them B. create value; build exceptional products C. produce results; build meaningful relationships D. create value; design exceptional products E. create value; build repeat revenue streams
A
A power tool company wants to give its customers access to internal, nonpublic information about how best to use its product in creative ways. What should the company create to provide customers with this information? A. A company intranet B. A company website C. A data warehouse D. A company extranet Your answer is correct. E. A company data mine
D
The marketing information system (MIS) first ________. A. creates procedures for data gathering B. summarizes existing data C. manipulates existing data D. assesses information needs E. creates databases of the data
D
What are the three general sources from which marketers can obtain information? A. Internal data, big data, and global data B. Sales records, the internet, and internal databases C. Competitors, the internet, and the media D. Internal data, marketing intelligence, and marketing research E. Marketing research, surveys, and scanners
D
A company's marketing information system (MIS) is valuable because it ___________________. A. enables a company to use customer insights to improve relationships with customers Your answer is correct. B. allows a company to outperform its competitors in the marketplace C. increases the likelihood that a customer will buy a product D. ensures that the company will have good customer service E. maintains the company's internal database of customers
A
Huge and complex data sets generated by today's sophisticated information generation, collection, storage, and analysis technologies are referred to as _______. A. big data B. a marketing information system C. competitive marketing intelligence D. customer insights E. marketing research
A
Marketers are viewing information not only as an input for making better decisions, but also as a(n) ______________. A. important strategic asset and marketing tool B. strategic planning tool and marketing tool C. important marketing tool and advertising tool D. important product development tool and advertising tool E. important strategic asset and sales tool
A
The Council of American Survey Research Organizations (CASRO) Code of Standards and Ethics for Survey Research outlines researcher responsibilities to survey respondents. Choose the most comprehensive set of responsibilities from the following. A. Confidentiality, privacy, and avoidance of harassment B. Privacy and avoidance of harassment C. Confidentiality, privacy, data security, and avoidance of harassment D. Confidentiality, data security, and avoidance of harassment E. Confidentiality and privacy
A
The first step in the marketing research process involves defining the problem and setting research objectives , which might be _________, ___________, or ____________ research. A. exploratory, descriptive, or causal B. exploratory, secondary, or primary C. exploratory, causal, or consumer D. exploratory, characteristic, or descriptive E. descriptive, focus group, or causal
A
The real value of marketing information rests in the _____________________. A. customer insights it provides Your answer is correct. B. support of a company's marketing research C. marketing intelligence it uncovers D. social media data it uses E. amount of big data it analyzes
A
A marketing information system (MIS) helps users analyze and use information to ________, ______________, and _______________. A. develop customer insights, make select marketing decisions, and manage vendors B. develop customer insights, make marketing decisions, and manage customer relationships C. make marketing decisions, manage vendor relationships, and manage customer relationships D. develop customer insights, manage sales strategies, and manage customer relationships E. develop customer insights, make marketing decisions, and manage vendors
B
The most common mistake firms make is to view CRM, marketing analytics, and AI as _______. A. too costly B. technology processes only This is the correct answer. C. beyond their technical expertise D. outdated technologies Your answer is not correct. E. a waste of resources
B
The second critical phase in developing a marketing information system (MIS) is developing information. The information is developed from ________, __________, and ____________. A. internal databases, customer analytics, and marketing intelligence activities B. internal databases, marketing intelligence activities, and marketing research C. internal databases, business analytics, and marketing research D. internal databases, marketing intelligence activities, and secondary research E. internal databases, marketing intelligence activities, and shopper research
B
Two major public policy and ethical issues in marketing research are ________. A. paying research respondents and intrusions on consumer privacy B. intrusions on consumer privacy and misuse of research findings C. the use of research to create deceptive advertising D. misuse of research findings and improper sampling procedures E. intrusions on consumer privacy and inaccurate data analysis
B
Which of the following correctly describes customer purchases, sales force contacts, service and support calls, web and social media site visits, satisfaction surveys, credit and payment interactions, and market research studies? A. Satisfaction surveys B. Touch points Your answer is correct. C. Purchases D. Service calls E. Sales calls
B
Which of the following describes the type of research used to help define the research problem and suggest hypotheses? A. Secondary research B. Exploratory research Your answer is correct. C. Descriptive research D. Causal research E. Primary research
B
An international company has appointed a CPO to ensure the privacy and confidentiality of the consumer data it collects. Which of the following is the CPO MOST likely to do as a function of his or her job? A. Track the clicks of customers on websites B. Compile an exhaustive resource of customer data C. Inform customers of the company's privacy policy Your answer is correct. D. Scour consumer financial information E. Use customer data in such a way to convince customers to buy products
C
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 technology system B. marketing consulting team C. marketing information system D. marketing research department E. marketing analytic system
C
Companies apply ________ to dig out meaningful patterns in big data to gain customer insights and gauge marketing performance. A. primary research B. statistical analysis C. marketing analytics D. business analytics E. secondary research
C
Customer insights come from good marketing information, which contributes to creating value and meaningful customer relationships. Companies use these customer insights to develop ________. A. marketing and sales advantages B. marketing plans C. a competitive advantage D. products and services E. financial and revenue projections
C
Marketers obtain needed marketing information from which of the following? A. Marketing intelligence, marketing research, and the marketing environment B. Internal data, marketing research, and marketing managers C. Internal data, marketing intelligence, and marketing research Your answer is correct. D. Internal data, big data, and market research E. Marketing managers, information users, and internal databases
C
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. Descriptive research, survey research, and causal research B. Exploratory research, descriptive research, and survey research C. Exploratory research, descriptive research, and causal research D. Demographic research, exploratory research, and attitudinal research E. Exploratory research, secondary research, and primary research
C
Which of the following information must a researcher evaluate to make certain it is relevant, accurate, and impartial? A. Big data analytical information B. Focus group information C. Secondary information Your answer is correct. D. Survey information E. Primary information
C
Which of the following BEST describes the purpose of customer insights? A. To advertise new products to customer bases B. To represent the company to its customers C. To instruct other company departments in customer service D. To create more value for customers Your answer is correct. E. To develop new markets of customers for the company
D
Which types of companies would most benefit from conducting marketing research? A. Only medium-sized companies that are about half the size of Disney and IBM B. Only small local firms, like Beatrice's Bistro C. Only large multinational firms like Disney and IBM D. Both large multinational firms like Disney and IBM and small local firms Your answer is correct. E. Neither large multinational firms like Disney and IBM nor small local firms
D
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? A. Determine how to use the information gathered by market research B. Analyze the information gathered in market research C. Distribute necessary information to the marketing team D. Assess the information needs of the company Your answer is correct. E. Conduct surveys or focus groups to gather information
D
Companies need meaningful customer insights so they can _____________________________. A. build databases that prove useful to marketers B. gain a competitive advantage C. build larger market share D. realize better bottom lines E. produce superior value for their customers
E
Marketing information has no value until it is used ________. A. in customer relationship management B. in marketing planning C. to make advertising decisions D. to create sustainable revenue streams E. to make better marketing decisions
E
Marketing information is of no value until it is used for what purpose? A. To better practice customer relationship management B. To build a better bottom line C. To perform marketing research D. To obtain marketing metrics E. To make better marketing decisions
E
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. develop large customer datasets B. find new customers C. perform market research D. get to know their customers personally E. practice customer relationship management
E
The fourth step in the marketing research process is ________. A. gathering, processing, analyzing, interpreting, and reporting the findings B. developing a research plan and interpreting and reporting the findings C. gathering, processing, and analyzing the data D. processing, analyzing, interpreting, and reporting the findings E. interpreting and reporting the findings
E
The third step in the marketing research process calls for implementing the marketing research plan by ________. A. setting a budget, hiring a market research firm, and beginning research B. gathering and analyzing information C. hiring a market research firm and gathering and processing information D. processing and analyzing information E. gathering, processing, and analyzing the information
E
Today's marketers see information not only as a tool for input for better decision-making, but also as ___________________________. A. a revenue-generation tool B. a way to gather big data and perform analytics C. an excellent resource to gather information on competitors D. a way to provide useful customer insights E. an important strategic asset and marketing tool
E
What is the correct sequence of the four steps of the marketing research process? A. Set the research budget, collect the data, analyze the data, determine how to use the findings B. Develop the research plan, define the problem and research objectives, implement the research plan, interpret and report the findings C. Collect the data, analyze the data, develop the research plan, interpret and report the findings D. Develop the research plan, set the research budget, collect the data, interpret and report the findings E. Define the problem and research objectives, develop the research plan, implement the research plan, interpret and report the findings
E
Which of the following correctly identifies the three research approaches for gathering primary data? A. internal databases, commercial online data, and internet search engines B. observation, internet search engines, and internal databases C. observation, surveys, and online commercial data D. observation, ethnography, and surveys E. observation, surveys, and experiments
E
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) ________. A. experiment B. ethnographic study C. individual interview D. immersion group E. focus group
E
Which of the following is NOT true regarding international marketing research? A. The cost of international research is lower. B. Obtaining primary data may be difficult. C. Translating questionnaires from one language into another is not an easy task. D. Cultural differences from country to country cause additional problems. E. Good secondary data is scarce.
A
__________ 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. A. The marketing information system B. Marketing research C. Ethnographic research D. Big data E. Competitive marketing intelligence
A
Why is it important for a company to collect both primary and secondary data when conducting marketing research? A. To avoid complaints that the study is not reliable B. To have a "full picture" of the subject of its study Your answer is correct. C. To ensure the data is usable D. To guarantee the product being researched will be successful E. To keep costs down
B
___________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. A. Touch points B. Marketing analytics Your answer is correct. C. Marketing information D. CRM E. Big data
B
Which one of the following statements about marketing research in small businesses and nonprofit organizations is correct? A. Good research requires large sample sizes that are not feasible for small businesses and nonprofits. B. Only large companies can afford to conduct marketing research. C. Although the research methods of small businesses and nonprofits are less complex and costly, they still must be conducted carefully. D. Surveys are the only research approach that can be used effectively by small businesses and nonprofits. E. Small companies and nonprofits do not need marketing information.
C
Which of the following would be good advice for someone conducting marketing research in a foreign country? A. Language translation will be easy. B. Consumers in foreign markets generally enjoy participating in marketing research. C. Globalization has slowed down, so international research is no longer necessary. D. You can easily find good secondary data in most foreign markets. E. Reaching respondents in other parts of the world is more difficult than it is in the United States.
E