Marketing Test 12

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So a business can retrieve current customer and internal marketing information from a central location, it may use which of the following technological tools:

A database

The SBU Company developed a survey in which respondents are provided the same number of favorable and unfavorable rating options. What type of scale has this survey used?

Balanced

To obtain reliable, valid marketing-research data when conducting personal interviews, researchers must make sure that the interviewers are

open, friendly, and nonjudgmental

External marketing data comes from sources outside the business such as

trade journals.

Personal interviews are often used as a data-collection method when researchers

want to explore a certain subject

Which characteristic of useful marketing information is represented by the statement "The benefits of using the information should be greater than the expense of gathering the data used to generate this information"?

Cost-effectiveness

What is an example of a marketing-research method that is used to collect primary data? (R 4.06)

Customer survey

Which function of a marketing-information management system involves collecting facts and figures from internal and external sources on an ongoing basis?

Data gathering

Which function of a marketing-information management system involves changing the format of facts and figures to make them more useful?

Data processing

Which method of data collection allows researchers to determine cause and effect?

Experiments

What function of a marketing-information management system involves the distribution of marketing information to those who make marketing decisions?

Information reporting

What is an internal source of marketing information for a business? (R 4.06)

Inventory records

What is an example of marketing information that a business could gather by surveying its customers? (R 4.06)

Location of the company's market - where people live who want product

Which of the following is most likely to help a marketer in setting up the marketing budget

Next quarter's sales forecast

What characteristic of useful marketing information requires the information to be closely related to the situation in order to be of the most use?

Relevancy

What type of scale is a firm using when a survey format has a seven-point rating system consisting of opposite adjectives on each end of the scale?

Semantic differential

Your company has asked you to make recommendations for new hardware and software to replace the existing marketing-information system. What should you recommend?

Software that decision makers can use with minimum training

Which of the following is a disadvantage of the focus-group method for data collection

Strong personalities can "take over" the group

Which data-collection method commonly uses questionnaires as a research instrument?

Surveys

Which of the following is a true statement regarding personal interviews

They tend to be accurate and reliable

Which of the following is a true statement regarding focus groups:

They usually include six to 12 respondents

How can businesses use computerized databases to sort and organize information about customers' purchases, brand preferences, and dollar amounts spent?

To customize its marketing efforts

Qualitative data collection can be limited because it

includes a very small portion of the target market.

A marketing-information management system should meet the requirements of the

individual business

One advantage to marketing-information managers of using the Internet to do research and gather data is that the process is (R 4.12)

inexpensive.

One advantage of information generated by a marketing-information management system is that the information

is presented in an organized fashion.

Marketers should use multiple methods of data collection because:

it creates more reliable results.

The observation method of data collection can be difficult to conduct because

it isn't practical for certain activities.

Jerry, a computer salesperson, asks each interested customer to tell him what her/his experiences have been at competing computer stores. Jerry is gathering __________ about the competition from his customers.

marketing intelligence

In planning marketing activities and in making marketing decisions, marketers use a variety of data gathered by a(n) (R 4.06)

marketing-information management system

The Thirst Quenchers beverage company is surveying prospective customers to determine demand for its newest soft drink. Thirst Quenchers is collecting __________ data.

primary

When a marketing-information management system compares financial information from one time period with the financial data from another time period, it provides a picture of the business's

profitability.

Marketers at GG Unlimited are using the company's marketing-information management system (MkIS) to learn more about the effectiveness of the company's latest advertising campaign. This is an example of how the MkIS can be used to evaluate

promotional strategies

Brandi is reviewing marketing information about the possible demand for a new product. In this instance, Brandi's marketing-information management system is most likely to be helping her to

reduce the risk of product failure

One basic requirement of a marketing-information management system is that it should be able to

collect, process, and store data

Qualitative data are

descriptive.

One problem researchers may have with surveys is

difficulty finding willing respondents

A marketing-information management system can help businesses to

discover new markets.

Quantitative data are

factual

Focus groups are a useful data-collection tool because they

generate in-depth discussion

How can ill-designed questionnaires affect survey participants?

Can decrease their response rate

Which of the following is an example of qualitative data:

"It was so hot at the baseball game!"

Which of the following is an example of quantitative data:

"Tara graduated first in her class."

Which of the following is a tool used in the tracking method of data collection:

Customer loyalty cards

How can using a database to track its customers' preferences and buying habits help a business?

Builds strong, loyal customer relationships

Which of the following is a technology tool that allows a business to observe a customer's Internet activities:

Cookie

What is the relationship between data and information?

Data are used to create information.

Which of the following is a good source of internal data:

Enterprise resource planning systems

A purchase laboratory is a tool for which data-collection method?

Experiments

What is the advantage in using personal interviews to collect marketing data? (R 4.12)

High flexibility

Which of the following is an advantage of using the Internet for data collection:

It's easier to find willing respondents

Which of the following is a rating scale that allows marketing researchers to determine respondents' feelings:

Likert

Which of the following statements regarding marketing research is true:

Marketing research is a component of marketing-information management.

Which of the following is a characteristic of unstructured observation: (R 4.12)

Often records a variety of behaviors

Why do many businesses place a cookie on a user's hard drive when the user visits the business's web site?

To track the number of times the user buys a product

Which data-collection method usually takes place online?

Tracking

What data-collection method can be used to obtain product information during the point-of-purchase process?

Volume-tracking scanner

The Phineas Corporation is using internal and external information from its marketing-information management system to determine the strength of the company's current business position. What is the company conducting?

A situation analysis

What is the most appropriate data-collection method to use when a business wants to determine how its employees interact with customers? (R 4.12)

Observation

Which method of data collection allows researchers to gather information about customers in a natural setting?

Observation

When should researchers ask potentially sensitive questions during an interview?

Toward the end of the interview


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