Marketing Chapter 4

Which of the following is most likely a disadvantage of focus group interviewing?

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 an example of an open-end question?

How is voting going to help the nation?

Which of the following is an advantage of using an internal database?

Internal databases can be accessed more quickly and cheaply than other information sources.

Which of the following is a disadvantage of using information from internal databases?

Internal information may be incomplete or in the wrong form for making marketing decisions.

________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

Marketing research

Which of the following is true with regard to marketing research?

Marketing research gives marketers insights into customer motivations.

________ research involves observing customers in a natural context on the Internet.

Netnography

________ refers to the measurement of brain activity to learn how consumers feel and respond.

Neuromarketing

________ involves gathering primary data by closely examining relevant people, actions, and situations.

Observational research

________ consists of inviting 6 to 10 people to meet with a trained moderator to talk about a product, service, or organization.

Focus group interviewing

Which of the following questions is an example of a closed-end question?

Would you like to try our new ice cream flavor?

Experimental research is best suited for gathering ________ information.

casual

Which of the following refers to a nonprobability sample in which the researcher selects the easiest population members from which to obtain information?

convenience sample

In CRM, ________ techniques are used to sort through data and locate useful findings about customers.

data mining

Which of the following is the first step in the marketing research process?

defining the problem and objectives of the study

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?

descriptive research

An MIS user should most likely be able to ________.

develop customer insights

internal databases

electronic collections of consumer and market information obtained from data sources within the company network

In a simple random sample, ________.

every member of the population has a known and equal chance of selection

Which form of marketing research involves talking with people in their homes or offices, on the street, or in shopping malls?

individual interviewing

Primary data consist of ________.

information collected for the specific purpose at hand

primary data

information collected for the specific purpose at hand

secondary data

information that already exists somewhere having been collected for another purpose

Secondary data consist of ________.

information that already exists somewhere, having been collected for another purpose

Which of the following is the final step of the marketing research process?

interpreting and reporting the findings

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?

judgment sample

For international researchers, ________ is the most obvious obstacle.

language

descriptive research

marketing research to better describe marketing problems, situations or markets such as the market potential for a product or the demographics and attitudes of customers

exploratory research

marketing research to gather preliminary information that will help define problems and suggest hypotheses

casual research

marketing research to test hypotheses about cause and effect relationships

focus group interviewing

personal interviewing that involves inviting 6-10 people to gather for a few hours with a trained interviewer to talk about a product, service or organization. the interview focuses the group discussion on important issues

In a company, the job of a chief privacy officer (CPO) is to ________.

safeguard the privacy of a firm's customers

A(n) ________ is a segment of the population selected for marketing research to represent the population as a whole.

sample

sample

segment of the population selected for marketing research t o represent the population as a whole

While collecting sensitive customer data, market researchers should adhere to all of the following guidelines EXCEPT ________.

sharing information without the customer's authorization

marketing research

the systematic design, collection, analysis and reporting of data relevant to a specific marketing situation facing an organization

What is the purpose of a data warehouse?

to gather and integrate data in a central, accessible location

Which of the following is the objective of causal research?

to test hypotheses about cause-and-effect relationships

A successful CRM program is expected to help a company achieve all of the following EXCEPT ________.

understand the competition better

Which of the following is true with regard to problems faced by international researchers?

Translation of questionnaires increases research costs and risks of error.

Which of the following is true about customer relationship management (CRM)?

CRM aims to maximize customer loyalty.

________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.

Competitive marketing intelligence

Which of the following statements is true regarding competitive marketing intelligence?

Competitive marketing intelligence relies upon publicly available information.

Which of the following is a disadvantage of online focus groups?

Controlling the online sample is difficult.

Which of the following is most likely true about international research?

Costly international research is necessary if firms want to succeed in foreign markets.

________, a form of observational research, involves sending observers to watch and interact with consumers in their natural environments.

Ethnographic 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.

Experimental research

Which of the following is true with regard to gathering secondary data?

Internet search engines can be useful sources of relevant secondary data.

Which of the following is true about Internet-based survey research?

Internet-based survey research is characterized by high speed and low costs.

Which of the following is true of ethnographic research?

It involves sending observers to watch and interact with consumers in their natural environments.

________ 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.

Survey research

Which of the following is true about survey research?

Survey research is the most widely used method for primary data collection.

Which of the following is most likely an advantage of survey research?

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 true with regard to mail questionnaires?

The response rate of mail questionnaires is often very low.

Which of the following is an advantage of telephone interviews?

The speed with which data is collected is high.

An MIS is used to ________.

assess information needs

Which of the following refers to a marketing intelligence technique?

benchmarking competitors' products

While creating research questionnaires, researchers must particularly avoid the use of ________.

biased phrasing

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?

cluster sample

online marketing research

collecting primary data online through internet surveys, online focus groups, web-based experiments or taking consumers online behavior

Consumers who mistrust marketing research are more likely to ________.

consider marketing research efforts, such as interviewing, intrusions on consumer privacy

In ________ research, the objective is to gather preliminary information that will help define the problem and suggest hypotheses.

exploratory

Observation is best suited for ________.

exploratory research

Customer relationship management (CRM) helps ________.

firms manage customer touch points to maximize customer loyalty

ethnographic research

form of observational research that involves sending trained observers to watch and interact with consumers in their natural environment

customer insights

fresh understandings of customers and the marketplace derived from marketing information that became the basis for creating customer value and relationships

Information in a company's database can come from many sources. An advantage of harnessing such information is to ________.

gain competitive advantage

Firms use competitive marketing intelligence to ________.

gain early warnings of competitor moves and strategies

survey research

gather primary data by asking people questions about their knowledge, attitudes, preferences and buying behavior

observational research

gather primary data by observing relevant people, actions and situations

online focus groups

gathering a small group of people online with a trained moderator to chat about a product, service or organization and gain qualitative insights about consumer attitudes and behavior

experimental research

gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors and checking for differences in group responses

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 ________.

immersion groups

After a research instrument is selected, the next step in the marketing research process is to ________.

implement the research plan

customer relationship management (CRM)

managing detailed information about individual customers and carefully managing customer touch points to maximize customer loyalty

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.

marketing information system (MIS)

Which of the following contact methods is the most cost-effective?

online surveys

The research plan ________.

outlines sources of existing data and spells out the specific research approaches

marketing information system (MIS)

people and procedures dedicated to assessing information needs, developing the needed information and helping decision makers to use the information to generate and validate actionable customer and market insights

In collecting primary data, marketing researchers have a choice of two main research instruments, ________.

questionnaires and mechanical devices

Often, international researchers must collect their own primary data because ________.

reliable secondary data is both scarce and difficult to find

competitive marketing intelligence

systematic collection and analysis of publicly available information about consumers, competitors and developments in the marketing environment