Marketing flash cards part 2

True or False A researcher who wants to calculate confidence limits for sampling error would use nonprobability samples.

False

True or False ABC Interior Designs wants to collect research data through mechanical observation. The three typical methods are video cameras, checkout scanners, and Internet surveys.

False

True or False After conducting formal marketing research for your department, you make an oral presentation with notes to management. You are following the normal order of marketing research steps.

False

True or False Because secondary data provide good starting points and often help to define problems and research objectives, most companies do not also need to collect primary data.

False

True or False Focus groups use no interviewer to bias the answers, may produce more honest answers, and can be used to collect large amounts of data at a low cost per respondent.

False

True or False Interpretation of market research data should be the responsibility of the researchers, not the marketing managers.

False

True or False Most marketers today believe they still lack a sufficient quantity of research data to make high-quality decisions.

False

True or False Samples of less than one percent of a population cannot provide good reliability.

False

True or False The most important issue facing online researchers is the lack of a broad cross section of consumers who have access to the Internet.

False

True or False You have just extracted sales and cost data used by the accounting department for preparing financial statements. Most likely, this information is complete and in useable form to build an internal marketing database

False

True or False Your manager asked you to go through three of your competitors' garbage bins to gather marketing intelligence from their discarded paperwork. One of them caught you in the act and has summoned you to court. The judge will most likely rule this to be an illegal activity and fine you and your company.

False

True or False Once the research problems and objectives have been defined, researchers must determine the exact information needed and present it to management.

False

True of False Too much marketing information can be as harmful as too little.

True

True or False An effective MIS assesses information needs, develops needed information, and helps decision makers use the information.

True

True or False Good sources of marketing intelligence information include competitors' annual reports, business publications, trade show exhibits, press releases, advertisements, and Web pages.

True

True or False Ideally, a sample should be representative so that the researcher can make accurate estimates of the thoughts and behaviors of the larger population.

True

True or False It is important to note that data age quickly, so keeping the database current requires a major effort

True

True or False Marketing researchers can conduct their own searches of secondary data sources today by using commercial online databases.

True

True or False Online social networks such as the "I Love My Dog" community organized by Del Monte offer marketers much broader and deeper information than can be obtained from traditional focus groups.

True

True or False Open-ended survey questions are particularly useful in exploratory research.

True

True or False The ability to reach respondents is a major concern in international marketing research.

True

True or False The real value of marketing research and information lies not in quantity but in the customer insights provided.

True

True or False Today, marketing managers view marketing information not only as an input for making internal decisions but also as an input for external partners.

True

True or False When you glean information from your company's accounting and sales records stored in the company's computer system, you are developing an internal database.

True

True or False You have just identified the "touch points" of the 400 best customers in your database. At this point, you want to manage detailed information about each of them to maximize customer loyalty. You should use customer relationship management (CRM).

True

What is a major drawback of probability sampling? A) It can be time consuming. B) The sampling error cannot be measured. C) The most difficult population from which to obtain information is chosen. D) Everyone has an equal chance of selection. E) Marketers must rely on the judgment of the researcher in respondent selection.

A) It can be time consuming.

Which of the following is good advice about creating research questionnaires for Mark Hammel, research specialist at New Wave Data, to follow? A) Use care in the wording and ordering of questions. B) Questions do not have to be arranged in any given order. C) Ask difficult questions in the beginning to "weed out" uninterested respondents. D) Ask personal questions in the middle of the instrument. E) Use impressive vocabulary to convey the importance of the questionnaire.

A) Use care in the wording and ordering of questions.

What source of marketing information provides those within the company ready access to research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more? A) an intranet B) an extranet C) the Internet D) marketing research E) marketing intelligence

A) an intranet

Observational research is best suited for gathering ________ information. A) exploratory B) causal C) interactive D) preferential E) descriptive

A) exploratory

Marialba Hooper is conducting marketing research for a company that is investigating the possibility of entering multiple international markets. As Marialba plans her research in 30 different countries, upon which of the following is she LEAST likely to rely? A) free secondary data B) translators C) primary data collected for the purpose of her research D) the same process domestic researchers use E) personal interviews

A) free secondary data

Which form of marketing research is flexible, allows for explanation of difficult questions, and lends itself to showing products and advertisements? A) individual interviewing B) Internet surveys C) telephone surveys D) ethnographic research E) observational research

A) individual interviewing

Which of the following contact methods has the poorest response rate? A) mail B) telephone C) personal D) online E) individual

A) mail

Which of the following contact methods is generally the LEAST flexible? A) mail B) telephone C) Internet surveys D) online panels E) personal

A) mail

Maryann Rose is conducting research to determine consumers' personal grooming habits. Because of the personal nature of the survey questions about this topic, Maryann wants to select the contact method that is most likely to encourage respondents to answer honestly. Which contact method should Maryann select? A) mail questionnaires B) telephone interviews C) individual interviews D) focus group interviews E) online panels

A) mail questionnaires

Cultural differences, especially those involving language, can add to research costs in foreign markets and can increase the ________. A) risk of error B) foreign trade C) response rate D) likelihood of using a smaller sample E) reliance on primary data

A) risk of error

Because of the scarcity of good secondary data, international researchers often must collect their own primary data. An initial problem with this collection is developing good ________. A) samples B) research firms C) customer relationships with nationals D) relations with channel members E) analytical models

A) samples

You have been asked to locate secondary data for your small organization's research needs. Which of the following is NOT a common source for this type of research? A) the local chamber of commerce B) the U.S. Census Bureau C) competitors' Web sites D) online surveys E) the Bureau of Economic Analysis

D) online surveys

You have decided to use only open-end questions on your survey. Which of the following questions would NOT be found on your survey? A) Why is voting important to you? B) How many cars does your family own? C) What is your best childhood memory? D) Where did you spend your last vacation? E) What are the most important qualities in a friend?

B) How many cars does your family own?

Which of the following is true of ethnographic research? A) It is conducted within traditional focus groups. B) It provides greater insight into customer behavior than interviews do. C) It provides researchers with secondary data. D) It is most popular in the service sector. E) It is a research option when observation is not possible.

B) It provides greater insight into customer behavior than interviews do.

Which of the following is a disadvantage of online focus groups? A) Participants must be in a central location. B) The Internet format can restrict respondents' expressiveness. C) Results take longer to tabulate and analyze. D) The cost of online focus groups is greater than that of most other qualitative research methods. E) The format of focus groups can be varied.

B) The Internet format can restrict respondents' expressiveness.

Experimental research is best suited for gathering ________ information. A) exploratory B) causal C) interactive D) preferential E) descriptive

B) causal

In CRM, findings about customers discovered through ________ techniques often lead to marketing opportunities. A) data warehousing B) data mining C) customer strategy D) customer loyalty management E) value network

B) data mining

Which type of research would be best suited for identifying which demographic groups prefer diet soft drinks and why they have this preference? A) exploratory B) descriptive C) causal D) experimental E) secondary

B) descriptive

Juanita Petino operates a dress shop in a suburban mall. Her research budget is very small, so she utilizes low-cost or no-cost methods to gather research data. One method that works very well for her is to change the themes in her local newspaper and radio advertising and watch the result. Juanita is using ________ to gather data for marketing decisions. A) informal surveys B) experiments C) guess work D) logic-directed research E) secondary sources

B) experiments

When managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch to get reactions, they are using ________. A) experiments B) informal surveys C) observation D) marketing intelligence E) direct marketing

B) informal surveys

Diana Dion is currently researching data sources from within her company to make marketing decisions. Diana is making use of ________ databases. A) online B) internal C) external D) public E) search service

B) internal

Del Monte has created an ________ called "I Love My Dog"; this online community allows company-selected dog enthusiasts to complete product-related polls, chat with product developers, and provide feedback about specific products. A) online experiment B) online social network C) Internet survey D) immersion group E) expert panel

B) online social network

What are the two main types of research instruments used to collect primary data? A) surveys and samples B) questionnaires and mechanical devices C) focus groups and online databases D) online panels and experiments E) personal interviews and online marketing research

B) questionnaires and mechanical devices

What is the purpose of a data warehouse? A) to organize internal and external data by relevance B) to gather and integrate information a company already has C) to interpret data D) to analyze data E) to identify and discard outdated data

B) to gather and integrate information a company already has

Consumers will be most likely to gladly provide research information when researchers provide ________. A) coupons B) value for the exchange C) prizes D) rebates E) social network membership

B) value for the exchange

Tasoula Jeannopoulos has a limited budget for the market research she needs to conduct; however, the sample size for her research is quite large. Which of the following methods of contact would provide Tasoula with the most cost-effective way to reach a large sample of potential customers? A) telephone surveys B) personal interviews C) Internet surveys D) mail surveys E) focus group interviews

C) Internet surveys

You are about to test hypotheses about decreasing sales in certain markets and their causes. You are involved in what type of research? A) exploratory B) descriptive C) causal D) focus group E) ethnographic

C) causal

Many major companies have created the position of ________ to address concerns about the privacy of customers. A) chief customer loyalty manager B) chief behavioral analyst C) chief privacy officer D) ethics manager E) data warehouse manager

C) chief privacy officer

Google and Yahoo! routinely post ads related to a user's keyword searches alongside the searches. This practice is called ________. A) using "cookies" B) consumer tracking C) contextual targeting D) cobranding E) data mining

C) contextual targeting

Typically, customer information is buried deep in separate databases, plans, and records of many different company functions and departments. To overcome such problems, which of the following should you try? A) customer satisfaction management B) more sophisticated hardware C) customer relationship management D) decreased marketing intelligence E) a marketing information system

C) customer relationship management

Wal-Mart sends a trained observer to watch and interact with customers as they shop in a Wal-Mart store. This is an example of ________. A) secondary research B) survey research C) ethnographic research D) experimental research E) descriptive research

C) ethnographic research

ABC Company has decided to use mail questionnaires to collect data. Management recognizes this method has all the following advantages EXCEPT which one? A) low cost per respondent B) may encourage more honest answers C) has an average response rate D) no interviewer to bias respondents' answers E) can collect large amounts of information

C) has an average response rate

Patti Lovelace is making a presentation to the owners of her company. She is trying to convince them to conduct some current marketing research. Which of the following would she be LEAST likely to emphasize as a benefit or selling point of marketing research? A) assessing market potential and market share B) understanding customer satisfaction and purchase behavior C) measuring the effectiveness of pricing and accounting D) measuring the effectiveness of distribution and promotion activities E) understanding customer motivation

C) measuring the effectiveness of pricing and accounting

The most common research instrument used is the ________. A) mechanical device B) live interviewer C) questionnaire D) focus group E) people meter

C) questionnaire

Loft Industries sells roof trusses to contractors and builders and would like to conduct research to determine how customers assess customer service. Which of the following research instruments would be best for this firm? A) people meters B) checkout scanners C) questionnaires D) eye cameras E) BlueEyes technology

C) questionnaires

The availability of which of the following is most problematic in international marketing research? A) primary data B) research specialists C) secondary data D) intelligence limitations E) consumers willing to answer survey questions

C) secondary data

You want to find out whether Americans between 21 and 40 years of age tend to vote Democratic and whether Americans between 41 and 70 tend to vote Republican. You will most likely use a ________ to collect your data. A) simple random sample B) mechanical device C) stratified random sample D) cluster sample E) convenience sample

C) stratified random sample

Anna Gregory just read a marketing research report about the top 25 countries that purchase American products. What would the report most likely say about international research involving these countries? A) It is on the decrease due to high costs. B) The costs are higher than the benefits. C) There is a lack of qualified research personnel. D) Despite the costs of international research, the costs of not doing it are higher. E) Interpretations of American quality are consistent among different countries.

D) Despite the costs of international research, the costs of not doing it are higher.

Small organizations can obtain, with minimal effort, most of which type of data available to large businesses? A) observational B) experimental C) touch point D) primary E) secondary

E) secondary

You generally need to ask three questions when developing a sampling plan. Which of the questions below is one of these three? A) Who should be left out of the sample (sampling exclusion)? B) How should we contact the sample (sampling approach)? C) Why should respondents by selected (sampling justification)? D) How should participants be chosen (sampling procedure)? E) none of the above

D) How should participants be chosen (sampling procedure)?

Which of the following has the highest rating for speed of data collection and compilation? A) open-ended questionnaires B) personal interviews C) mail surveys D) Internet surveys E) ethnographic research

D) Internet surveys

Which of the following is NOT a disadvantage of telephone interviews? A) They are more expensive to conduct than mail questionnaires. B) Interviewer bias is introduced. C) Under time pressures, some interviewers might cheat. D) Interviewers can explain some questions and probe more deeply on others. E) Potential respondents may refuse to participate.

D) Interviewers can explain some questions and probe more deeply on others.

Which of the following is true about customer relationship management (CRM)? A) It relies on information produced through primary research. B) Its aim is to maximize profit margins. C) Its aim is to increase the efficiency of each customer touchpoint. D) Its aim is to maximize customer loyalty. E) Most companies who first implemented CRM have greatly benefited from the results.

D) Its aim is to maximize customer loyalty.

Choose the statement that is NOT a typical consumer concern about intrusion on consumer privacy. A) Sophisticated researchers probe our deepest feelings. B) Marketers use personal information to manipulate our buying. C) Marketers build huge databases full of personal information. D) Marketers make too many products and services available, creating unnecessary consumer wants. E) Protecting personal information is increasingly important.

D) Marketers make too many products and services available, creating unnecessary consumer wants.

The best approach for researchers to take to guard consumer privacy includes all of the following EXCEPT which one? A) Ask only for the information needed. B) Use information responsibly to provide value. C) Avoid sharing information without the customer's permission. D) Sell the information only when it is financially worthwhile. E) Fully explain to the respondents how the information will be used.

D) Sell the information only when it is financially worthwhile.

You have decided to use only closed-end questions on your survey. Which of the following questions would NOT be found on your survey? A) Do you like chocolate? B) What is your gender? C) Do you work full-time or part-time? D) What do you like about your teacher? E) In which month do you plant your garden?

D) What do you like about your teacher?

A consumer is most likely to be paid a small fee for participating in which of the following? A) a telephone interview B) a mail-in survey C) an Internet survey D) a focus group interview E) an observational interview

D) a focus group interview

To address concerns about the misuse of research study findings, several highly regarded marketing associations have developed ________. A) customer relationship management guidelines B) behavioral targeting "Do Not Track" lists C) chief privacy officer job descriptions D) codes of research ethics E) bans against using "cookies"

D) codes of research ethics

Which of the following is NOT an advantage of Web-based research? A) speed B) low costs C) almost instantaneous results D) control over who respondents are E) ease of administration

D) control over who respondents are

When ZIBA designers looking for ideas on how to craft a shower-cleaning tool spent 10 days in people's homes, watching consumers wash shower stalls, they were conducting ________ research. A) survey B) experimental C) secondary D) ethnographic E) personal

D) ethnographic

Carls Jr. came out with a new hamburger and released it in two different cities with two different price points. Marketers at Carls Jr. then analyzed the different levels of purchase made at the two different price points, planning on using the information to help them set a nationwide price for the new offering. This is an example of ________. A) observational research B) behavioral research C) qualitative research D) experimental research E) survey research

D) experimental research

Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings. However, if the sample size is too small, it is likely to be difficult to ________. A) find enough secondary data to support the findings B) orchestrate cooperation among participants C) encourage honest responses to questions D) generalize from the results E) find a representative sample

D) generalize from the results

Malaya Ramirez is organizing marketing research in Central American countries for a large American corporation that is interested in expanding its market. The survey Malaya is using was written in English and then translated into Spanish for use by Spanish-speaking respondents. Which of the following should Malaya do before administering this questionnaire to a sample of the market? A) make sure that the survey includes both open-end and closed-end questions B) decide whether to focus on primary or secondary data C) determine which type of research instrument to use D) have the questionnaire translated back into English to check for accuracy E) determine whether to focus on descriptive or causal objectives

D) have the questionnaire translated back into English to check for accuracy

AMF Research Group must guard against problems during the implementation phase of marketing research for its clients. Which of the following is NOT a problem that should be anticipated during this phase? A) contacting respondents B) respondents who give biased answers C) interviewers who take shortcuts D) interpreting and reporting the findings E) interviewers who make mistakes

D) interpreting and reporting the findings

Your marketing department is attempting to improve strategic decision making, track competitors' actions, and provide early warning of opportunities and threats. To achieve this goal, which of the following would be the best for your department to use? A) internal databases B) external databases only C) company reports only D) marketing intelligence E) the Internet

D) marketing intelligence

Michael Quinones is a customer service agent for a national car rental business. He has access to the company's intranet, which provides performance reports, shared work documents, contact information, and detailed information about customers. Which of the following is this access most likely to enable Michael to do during interactions with customers? A) analyze primary data B) use data mining techniques C) share information with value-network partners D) reward customer loyalty with an upgrade or discount E) evaluate marketing intelligence

D) reward customer loyalty with an upgrade or discount

Marketing researchers usually draw conclusions about large groups of consumers by studying a small ________ of the total consumer population. A) group B) target group C) population D) sample E) audience

D) sample

Behavioral targeting, the practice of ________, is being used by more and more companies. A) tracking customers' activities and rewarding customer loyalty B) managing customer relationships C) mining and analyzing data from data warehouses D) tracking consumers' online movements and using this information to target ads to them E) observing and interacting with consumers in their natural environments

D) tracking consumers' online movements and using this information to target ads to them

Tommy Baker is in charge of CRM for American Pie Nostalgia. As a result of his successful efforts in this area, his firm will likely enjoy all of the following EXCEPT ________. A) providing higher levels of customer services B) developing deeper customer relationships C) creating offers tailored to specific customer requirements D) understanding the competition better E) cross-selling products to high-value customers

D) understanding the competition better

What do many researchers encounter when conducting market research in foreign countries? A) Some countries have few telephones, limiting access to respondents. B) Some countries have poor mail services. C) Some countries have poor roads that limit personal contacts. D) Some cultures do not value marketing research. E) all of the above

E) all of the above

In marketing research, the ________ phase is generally the most expensive and most subject to error. A) exploratory research B) planning C) interpreting the findings D) reporting the findings E) data collection

E) data collection

You want to observe how often consumers listen to music throughout their day and what different audio devices they use. You are also interested in how consumers store and access their own music collections. You should conduct ________ research. A) causal B) experimental C) secondary D) survey E) exploratory

E) exploratory

Marketing information is only valuable when it is used to ________. A) simplify management's job B) identify a target market C) please shareholders D) increase efficiencies in the supply chain E) make better marketing decisions

E) make better marketing decisions