MKT101 chapter 3, MKT101 chapter 4
The primary concern for consumers with the boom in Internet marketing is ________. A) accessibility B) false advertising C) privacy D) sustainability E) social responsibility
C
The youngest of the baby boomers are now in their ________. A) late 20s B) mid-20s C) mid-40s D) early 50s E) early 60s
C
Trends in people's views of organizations indicate that which of the following has increased in the past twenty years? A) employees' loyalty to their employers B) confidence in American political organizations C) distrust in big American businesses D) confidence in the American education system E) employees' view of work as a source of satisfaction
C
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
Walmart sends a trained observer to watch and interact with customers as they shop in a Walmart store. This is an example of ________. A) secondary research B) survey research C) ethnographic research D) experimental research E) descriptive research
C
Which of the following has encouraged marketers to go beyond what is required by law and pursue environmentally sustainable strategies? A) the EPA B) the black market C) the green movement D) deregulation E) green intervention
C
Which of the following is LEAST likely to be a benefit of conducting 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
Which of the following is a potential downside to using patriotic themes in marketing programs? A) Patriotism has been on the decline in the past decade. B) Levels of patriotism fluctuate rapidly. C) Such promotions can be viewed as attempts to gain from others' triumph or tragedy. D) Americans are less confident in political organizations. E) Few marketers currently use this technique.
C
Which of the following is a result of regulations set up by the Food and Drug Administration and the Consumer Product Safety Commission? A) The time between new product ideas and their introduction to the market has decreased. B) Spending on research and development has decreased. C) Research costs for companies have grown. D) More companies have failed to meet safety standards. E) Companies are more focused on making practical, affordable versions of products.
C
Which of the following is information gathered directly from respondents in order to specifically address a question at hand? A) competitive marketing intelligence B) experimental hypotheses C) primary data D) secondary data E) internal data
C
Which of the following is the most reasonable to assume as more and more Americans move to "micropolitan areas"? A) Geographic segmentation may be less critical to marketers. B) Rural populations will offer an expanding market. C) Micropolitan areas are likely to offer the same advantages as metropolitan areas. D) Congested areas are likely to become more ensnarled. E) Crime rates in metropolitan areas will increase.
C
You are about to test the hypothesis that sales of your product will increase at a very similar rate at either a $5 drop in unit price or a $7 drop in unit price. You are involved in what type of research? A) exploratory B) descriptive C) causal D) focus group E) ethnographic
C
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) judgment sample E) convenience sample
C
Your assistant wants to use secondary data exclusively for the current research project. You advise him that the use of secondary data has some potential problems. Which of the following is NOT one of them? A) It may not exist. B) It may not be relevant. C) It is generally more expensive to obtain than primary data. D) It may not be current. E) It may not be impartial.
C
Your colleague is confused about using the marketing research process, as he knows that something is wrong but is not sure of the specific causes to investigate. He seems to be having problems with ________, which is often the hardest step to take. A) developing the research plan B) determining a research approach C) defining the problem and research objectives D) selecting a research agency to help E) C and D
C
________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. A) The marketing information system B) Competitive marketing intelligence C) Marketing research D) Competitive marketing research E) Causal research
C
) Business legislation has been created for three basic reasons: to protect companies from each other, to protect consumers, and to ________. A) protect the interests of society B) regulate prices C) increase world trade D) regulate monopolies E) promote social responsibility
A
) What is a major drawback of probability sampling?nhuoc diem : mat thoi gian 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
A country with a(n) ________ economy has rich markets for many different kinds of goods. A) industrial B) service C) developing D) subsistence E) multicultural
A
A regional supermarket chain runs print, radio, and television advertisements announcing that 1% of each of its sales is donated to local after-school programs for underprivileged youth. This is an example of ________ marketing. A) cause-related B) generational C) sustainable D) tiered E) cultural
A
As a generational group, ________ are the most affluent Americans. A) baby boomers B) Generation Xers C) the Millennials D) echo boomers E) seniors
A
Banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods and services are referred to as ________. A) financial intermediaries B) physical distribution firms C) marketing services agencies D) resellers E) wholesalers
A
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
Causal research is used to ________. A) test hypotheses about cause-and-effect relationships B) gather preliminary information that will help define problems C) uncover information in an unstructured way D) describe marketing problems or situations E) quantify observations that produce insights unobtainable through other forms of research
A
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
Despite the data glut that marketing managers receive, they are most likely to complain that they lack which of the following? A) enough information of the right kind B) secondary information C) timely information D) searchable information E) primary information
A
Fredia Pellerano has just discovered the major advantage of survey research. She reports to her supervisor that the advantage is its ________. A) flexibility B) interactive design C) ease of completion D) understandability E) simplicity
A
In considering the changing American family, which of the following are marketers likely to consider the LEAST important? A) The number of traditional households has increased. B) Baby boomers are hitting retirement age. C) The number of married couples with both partners working outside of the home has increased. D) Married couples with children make up less than 25% of the nation's households. E) The number of stay-at-home fathers has increased in the past 20 years.
A
In marketing research, managers often start with ________ research and later follow with ________ research. A) exploratory; descriptive or causal B) descriptive; secondary or commercial C) descriptive; exploratory or secondary D) causal; descriptive or exploratory E) causal; exploratory or secondary
A
Innovations is a producer of electronic circuits that power a variety of technological devices produced by other companies. Innovations sells its products to ________ markets. A) business B) government C) consumer D) internal E) financial
A
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 research steps domestic researchers use E) personal interviews
A
Marketers should understand that a society's core beliefs and values have a high degree of ________. A) persistence B) flexibility C) similarity D) ethnocentrism E) conformity
A
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 and that will allow her to easily collect large amounts of data. Which contact method should Maryann select? A) mail questionnaires B) telephone interviews C) individual interviews D) focus group interviews E) immersion group interviews
A
Noora DeLange is helping her company develop a marketing program for a new product line. The program involves emphasizing experience over acquisition and uses a marketing pitch that is less overt than the company's previous programs. The marketing program is most likely designed to appeal to which of the following demographic groups? A) Gen Xers B) nontraditional households C) "micropolitan" populations D) baby boomers E) manufacturing workers
A
Observational research is best suited for gathering ________ information. A) exploratory B) causal C) dependent D) secondary E) competitive
A
Of the following diversity segments in the American population, which is currently the largest? A) adults with disabilities B) Hispanics C) African Americans D) telecommuters E) Asian Americans
A
Research has shown that the most important demographic trend in the United States is the ________. A) changing age structure of the population B) mobility of families C) slowing birth rate D) increasing number of professional jobs E) aging population
A
The LOHAS market is most closely associated with which of the following cultural trends? A) environmental sustainability B) increased patriotism C) distrust of political systems D) organized religion E) thriftiness
A
The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses. A) exploratory B) descriptive C) causal D) primary E) secondary
A
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
Which method would a marketing researcher most likely use to obtain information that people are unwilling or unable to provide? A) observational B) survey C) questionnaire D) focus group E) personal interview
A
Which microenvironment actors have affected The Landing the most? A) competitors B) suppliers C) intermediaries D) natural environment E) economic environment
A
Which of the following American government agencies is charged with setting and enforcing pollution standards? A) the Environmental Protection Agency (EPA) B) the Federal Trade Commission (FTC) C) the Food and Drug Administration (FDA) D) the Consumer Product Safety Commission E) the Federal Energy Regulatory Commission
A
Which of the following best explains why Gen Xers who are parents tend to put family before career? A) Gen Xers were the first generation of latchkey kids. B) Gen Xers were minimally affected by the recent economic downturn. C) Gen Xers are more skeptical about marketing than members of other generations are. D) Gen Xers are not as educated as members of other generations are. E) Gen Xers do not face as many economic pressures as members of other generations do.
A
Which of the following contact methods has the poorest response rate? A) mail B) telephone C) personal interviewing D) online E) group interviewing
A
Which of the following contact methods is generally the LEAST flexible? A) mail B) telephone C) Internet surveys D) online panels E) personal
A
Which of the following demographic forces has most likely influenced the recent upscale atmosphere of the area surrounding Witmer Lake? A) baby boomers reaching their peak earning and spending years B) Gen Xers displacing the lifestyles of baby boomers C) Millennials beginning to assert their buying power D) the changing structure of the American family E) the growing ethnic diversity of the country
A
Which of the following demographic groups has NOT seen a percentage increase in the past 50 years? A) women staying at home with their children B) men staying at home with their children C) nontraditional households D) nonfamily households E) women working outside of the home
A
Which of the following demographic trends is likely the most responsible for the increasing number of people who telecommute? Dy chuyen A) the migration toward micropolitan and suburban areas B) the move from rural to metropolitan areas C) the increasing number of nontraditional households D) the growing percentage of married couples who do not have children E) the declining number of manufacturing workers
A
Which of the following descriptions most accurately characterizes Millennials? A) They are children of baby boomers. B) They are less ethnically diverse than Gen Xers. C) They have reached their peak earning and spending years. D) They were once labeled "the MTV generation." E) They are less immersed in technology than Gen Xers are.
A
The most common research instrument used is the ________. A) mechanical device B) live interviewer C) questionnaire D) focus group E) people meter
C
Which of the following explains why few companies have been successful in shutting down critics who post complaints on the Web? A) The criticism is usually interpreted as protected speech. B) The courts have typically refused to hear any cases against individual critics. C) Web sites using "I hate" or "sucks" in the title along with a company's name can be easily confused with the company's actual Web site. D) Registering domain names to prevent critical Web sites is a lengthy process. E) Companies have found that it is more effective to respond in kind with attacks against critics.
A
Which of the following is an example of a core belief? A) Marriage is important. B) Americans should display their patriotism. C) The comforts of home are more important than entertainment outside of the home. D) Extended warranties are never worth the money consumers pay for them. E) Professionals should wear business clothes to work.
A
Which of the following is the best advice about creating research questionnaires? A) Use simple and direct language. B) Questions should not be arranged in any particular order. C) Ask difficult questions in the beginning to "weed out" uninterested respondents. D) Ask personal questions in the middle of the instrument. E) Avoid any personal questions that may make some respondents uncomfortable.
A
Which of the following macroenvironmental forces has had the greatest effect on The Landing? A) the demographic environment B) the technological environment C) the sustainable environment D) the political environment E) the social responsibility environment
A
Which of the following provides those within the company ready access to company 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
Which of the following terms is used to describe the factors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers? A) the marketing environment B) the cultural environment C) strategic planning D) target markets E) the marketing mix
A
Which type of market buys goods and services for further processing or for use in the production process? A) business B) reseller C) wholesale D) consumer E) retail
A
Which type of market buys goods and services to produce public services or to transfer them to others who need them? A) government B) reseller C) wholesale D) consumer E) retail
A
You are directed to study the demographic, economic, natural, technological, political, and cultural factors that are larger societal forces affecting your company. What are you studying? A) the macro environment B) the micro environment C) the internal environment D) the marketing mix E) the global environment
A
Your marketing department is currently researching the size, density, location, age, and occupations of your target market. Which environment is being researched? A) demographic B) psychographic C) economic D) geographic E) cultural
A
Nielsen and the MONITOR are two sources that provide ________. A) primary data B) secondary data C) reality mining data D) causal research designs E) mechanical devices
B
Rachel Patino works for a wholesale company called Distributors Unlimited. She is responsible for buying and selling goods at a profit to small retailers. What is her market? A) business B) reseller C) wholesale D) consumer E) retail
B
) 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) experimental research C) guess work D) ethnographic research E) secondary sources
B
A radio station that carries news, features, and editorial opinions about your area is which type of public? A) financial B) media C) citizen-action D) general E) government
B
A society's ________ are expressed in how people view themselves, organizations, society, nature, and the universe. A) social codes B) cultural values C) demographics D) public policies E) economies
B
A society's basic values, perceptions, preferences, and behaviors are all part of its ________ environment. A) social B) cultural C) political D) cultural-economic E) natural
B
An increasing number of American workers currently work out of their homes with technological conveniences such as PCs, Internet access, and fax machines. These workers are referred to as the ________ market. A) micropolitan B) SOHO C) mobile D) independent E) contract
B
As a response to the Great Recession, most consumers have ________. A) amassed record levels of debt B) adopted back-to-basics spending patterns C) increased their investments in the stock market D) seen their home values increase E) abandoned value marketing
B
Assume that you are a manager at a firm that has hired lobbyists to influence legislation affecting your firm's industry to its advantage. Your firm takes a(n) ________ approach to the marketing environment. A) reactive B) proactive C) adversarial D) passive E) team work
B
Del Monte has created a(n) ________ 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. Mang cong dong A) online experiment B) custom social network C) Internet survey D) immersion focus group E) expert panel
B
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
Ethnographic research ________. A) comes from traditional focus groups B) is gathered where people live and work C) provides secondary data D) is most popular in the service sector E) provides data to marketers when observation is impossible
B
Experimental research is best suited for gathering ________ information. A) exploratory B) causal C) independent D) secondary E) descriptive
B
For primary data to be useful to marketers, it must be relevant, current, unbiased, and ________. A) descriptive B) accurate C) inexpensive D) collected before secondary data E) experimental
B
In CRM, ________ techniques are used to sift through data and dig out interesting findings about customers. A) data warehousing B) data mining C) customer strategy D) customer loyalty management E) value network
B
In general, marketers must weigh carefully the costs of additional information against the ________ resulting from it. A) organization B) benefits C) creativity D) ethical issues E) cost
B
In the second step of the marketing research process, research objectives should be translated into specific ________. A) marketing goals B) information needs- C) dollar amounts D) research methods E) information sources
B
Information collected from online databases is an example of ________ data. A) primary B) secondary C) observational D) experimental E) ethnographic
B
Large tween and teen markets belong to which demographic group? A) Generation X B) Millennials C) baby busters D) baby boomers E) Generation Z
B
Legislation affecting business around the world will continue to ________. A) become standardized B) increase C) remain steady D) decrease E) threaten the American domestic economy
B
Marketers can take a(n) ________ by taking aggressive action to affect the publics and forces in their marketing environments. A) environmental stance B) proactive stance C) natural perspective D) natural-management perspective E) relationship-building perspective
B
The natural resources that are needed as inputs by marketers or that are affected by marketing activities are referred to as the ________. A) raw material market B) natural environment C) endangered environment D) green movement E) factors of production
B
The recent rash of business scandals and increased concerns about the environment have created fresh interest in the issues of ________ and ________. A) ethics; promotion responsibility B) ethics; social responsibility C) finances; employee discrimination D) management ethics; insider trading E) promotion; pricing
B
The three largest generational groups in America are the baby boomers, Generation X, and ________. A) seniors B) Millennials C) teens D) tweens E) toddlers
B
Toyota's Prius was the first mass-produced hybrid vehicle, known for its fuel efficiency and environmental friendliness. The Prius was initially most likely marketed to which of the following groups? A) the SOHO market B) the LOHAS market- C) the LGBT market D) the Asian American market E) the Millennials market
B
Watching the cultural trends of how people view others, observers have noted an increased interest in ________. A) socializing with co-workers B) going out less and staying home more C) patriotism D) do-it-yourself projects E) adventurous experiences
B
Watching the cultural trends of how people view society, observers have noted that since September 11, 2001, marketers responded to the increased ________ of Americans with special products and promotions. A) loyalty B) patriotism C) distrust D) foreign intolerance E) belligerence
B
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
What is the first step in the marketing research process? A) developing a marketing information system B) defining the problem and research objectives C) developing the research plan for collecting information D) implementing the research plan E) hiring an outside research specialist
B
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
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
Which demographic group is also referred to as the echo boomers? Những nhóm nhân khẩu học cũng được gọi là thời kỳ bùng nổ vang A) Generation X B) Millennials C) Generation Z D) baby boomers E) baby busters
B
Which demographic group is characterized by a total fluency and comfort with computer, digital, and Internet technology? A) Generation X B) Millennials C) the elderly D) Generation Z E) baby boomers
B
Which macroenvironmental force has benefitted The Landing the most? A) the legal environment B) the natural environment C) the economic environment D) the political environment E) the technological environment
B
Which of the following descriptions most accurately characterizes Gen Xers? A) There are more Gen Xers than Millennials. B) They were the first generation of latchkey kids. C) They are less educated than the boomers. D) They are more interested in acquiring goods than having experiences. E) They rarely research a product before purchasing it.
B
Which of the following groups of workers is projected to become smaller over the next ten years? 36) Which of the following groups of workers is projected to become smaller over the next ten years? A) white collar workers B) manufacturing workers C) managers D) telecommuters E) professional workers
B
Which of the following is a disadvantage of online focus groups? Thieu tap trung cho nhom A) Participants must be in a central location. B) The Internet format can lack the real-world group dynamics of in-person focus groups. 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
Which of the following is a trend that depicts the increasingly nontraditional nature of today's American family? A) working women making up a smaller percentage of the workforce B) the falling percentage of married couples with children C) dual-income families declining in number D) stay-at-home dads declining in number E) the declining reliance on convenience foods and services
B
Which of the following is an accurate statement about the diversity of the American population? A) African Americans represent the largest non-white segment of the population. B) More than 12 percent of people living in the United States were born in another country. C) The Asian American percentage of the population is expected to remain steady in the next 50 years. D) In terms of ethnic diversity, the United States is about average in comparison to other countries with populations of a comparable size. E) American ethnic populations are expected to slowly increase in the next few decades.
B
Which of the following is true of ethnographic research? A) It is a type of experimental research. B) It is often conducted by trained anthropologists or psychologists. C) It is a traditional quantitative research approach. D) It can be conducted in person but not online. E) It is typically used to answer well-defined product or strategy questions.
B
Which of the following most accurately reflects the popularity of telecommuting? A) Almost all American businesses are expected to offer telecommuting options within the next decade. B) More than half of American businesses currently offer telecommuting programs for their employees. C) About 40% of American businesses currently offer telecommuting programs for their employees. D) About 25% of American businesses currently offer telecommuting programs for their employees. E) The percentage of American businesses offering telecommuting programs is expected to decline within the next decade.
B
Which of the following statements about income distribution in the United States is NOT true? A) In recent decades, the rich have gotten richer. B) In recent decades, the middle class has grown. C) In recent decades, the poor have remained poor. D) The top 20 percent of American earners account for almost half of all American income. E) The top five percent of American earners receive a higher percentage of the nation's total income than do the bottom 40 percent of American earners.
B
Which type of organization helps companies to stock and move goods from their points of origin to their destination? A) financial intermediaries B) physical distribution firms C) marketing services agencies D) resellers E) suppliers
B
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
With an expected increase in ethnic diversity within the American population, marketers are most likely to place a greater emphasis on which of the following? A) geographic segmentation B) differing advertising messages C) mass marketing D) "us and them" paradigms E) tiered markets
B
With an expected increase in ethnic populations, marketers are likely to place a greater emphasis on ________. A) geographic segmentation B) targeted advertising messages C) mass marketing D) mainstream advertising E) cause-related marketing
B
Workers, managers, and members of the board are all part of a company's ________ public. A) general B) internal C) local D) intermediary E) market
B
You are directed to study the actors close to the company that affect its ability to serve its customers-departments within the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. What are you studying? A) the macro environment B) the micro environment C) the marketing environment D) the demographic environment E) the global environment
B
You have decided to use only open-ended 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
Your company is making negotiations to enter a market in Lower Albania. You would most likely discover that ________ beliefs and values are open to change in this country. Niem ve co hoi moi A) inherited B) secondary C) primary D) core E) traditional
B
________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment. A) Marketing data B) Competitive marketing intelligence C) Sales management D) Customer intelligence E) Value chain management
B
) Nathan Zabalas owns a regional chain of drug stores. Before expanding nationwide, Nathan is conducting marketing research to determine the best options for opening new stores. He plans to start by collecting secondary data. Which of the following is NOT a source of secondary data that Nathan might use? A) Yankelovich's Monitor B) commercial online databases C) online questionnaires D) Web search engines E) local chambers of commerce
C
A consumer organization, environmental group, or minority group has challenged your firm's stand on a local issue. Your firm is being challenged by a ________ public. A) local B) general C) government D) citizen-action cac to chuc bao ve quyen loi cua dan E) media
C
A good MIS balances the information users would ________ against what they really ________ and what is ________. A) need; like; feasible B) like; can analyze; needed C) like to have; need; feasible to offer D) need; can afford; used by the competition E) use; have to use; available
C
A marketing information system (MIS) consists of people and procedures to assess information needs, ________, and help decision makers analyze and use the information. A) experiment to develop information B) test market the information C) develop the needed information D) critique the needed information E) question the needed information
C
ABC Company has decided to use mail questionnaires to collect data. 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
After a research instrument is selected, the next step in the marketing research process is ________. A) selecting a sampling method B) interpreting the findings C) implementing the research plan D) collecting secondary data E) selecting a research approach
C
All of the groups within a company are called the ________. A) cultural environment B) local public C) internal environment D) corporate culture E) general public
C
Because of increasing ________, Americans will demand higher quality products, books, magazines, travel, personal computers, and Internet services. A) numbers of nontraditional families B) family size C) levels of education D) social class awareness E) ethnic diversity
C
Cause-related marketing is a(n) ________. A) response to customer needs B) primary form of environmental awareness C) primary form of corporate giving D) lobbying response to corporate legislative problems E) attempt to influence consumers' core beliefs
C
Chet Hoffman's chain of travel agencies has identified the lesbian, gay, bisexual, and transgender community as a growing market that spends an increasing percentage of its income on travel. Which of the following would be the LEAST effective component of a marketing plan for Chet to take advantage of this opportunity? A) develop a presence on LGBT-oriented social networking sites B) position his agency as focused on specialized experiences C) implement a mass marketing campaign D) place specially-targeted ads in gay-themed publications E) advertise on LOGO
C
Consumers undertaking which of the following would be most likely to be identified as "cocooning" or "nesting"? xu huong moi cua My A) taking a cruise B) taking up a new sport C) having a home entertainment center installed D) hiking the Grand Canyon E) traveling to Asia
C
Currently, Diego Calabresa is employed by a firm that conducts marketing research and creates ads for other companies that target and promote their products to the right markets. Who is Diego's employer? A) a financial intermediary B) a physical distribution firm C) a marketing service agency D) a reseller E) a green marketer
C
Focus group interviewing is a ________ research tool for gaining insights into consumer thoughts and feelings. Nghien cuu dinh tinh de cam nhan cam giac A) causal B) secondary C) qualitatitve D) quantitative E) competitive
C
Four common sources of internal data include the accounting department, operations, the sales force, and the ________. A) online focus groups B) stockholders C) marketing department D) competition E) Web
C
If baby boomers are predictors of where product and service demand will be, increased demands will most likely be evident in ________ in the upcoming years. A) university enrollment B) beer and wine C) financial services D) the apparel industry E) the automobile industry
C
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) EEG devices E) MRI scans
C
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
Marketers should be aware of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society. This is most accurately described as the ________ environment. A) socio-legal B) cultural C) political D) legal-technological E) economic
C
Of the following, which ethnic minority is expected to be nearly 25% of the U.S. population by 2050? A) African Americans B) Asian Americans C) Hispanics D) Native Americans E) Arab Americans
C
Over the past two decades, the U.S. population has shifted most heavily toward the ________ states. A) Midwestern B) Northern C) Sunbelt D) Southeastern E) Northeastern
C
Secondary data consists of information ________. A) that already exists somewhere but is outdated B) that does not currently exist in an organized form C) that already exists but was collected for a different purpose D) used by competitors E) that researchers can only obtain through surveys and observation
C
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
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 successful CRM program can be expected to help a company achieve all of the following EXCEPT ________. A) providing higher levels of customer service B) developing deeper customer relationships C) creating offers tailored to specific customer requirements D) understanding the competition better E) understanding how to better build the marketing mix
D
) 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 data are consistent among different countries.
D
) Researchers 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 be selected (sampling justification)? D) How should participants be chosen (sampling procedure)? E) none of the above
D
) Which of the following statements regarding competitive marketing intelligence is true? A) The advantage of using competitive marketing intelligence is negligible. B) All competitive marketing intelligence is available for free. C) Competitive marketing intelligence relies upon privately held information. D) Competitive marketing intelligence relies upon publicly available information. E) Competitive marketing intelligence gathering is more focused on gaining insights into consumers' activities than competitors' activities.
D
A(n) ________ is defined as any group that has an actual or potential interest in, or impact on, an organization's ability to achieve its objectives. A) team B) competitor C) market D) public E) intermediary
D
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
As a marketer of pesticides, which of the following should give you the LEAST amount of concern? A) shortages of raw materials B) increased pollution C) increased government intervention D) persistence of cultural values E) chemical pollutants in the food supply
D
As a small business consultant, you recommend to your clients that they use no-cost methods of observation to gather market research. Which of the following are you NOT likely to recommend your clients do? A) observe vehicle and pedestrian traffic B) monitor competitors' advertising from local media C) evaluate how many and what kind of customers they currently have D) hire additional staff to observe extensively E) visit and socialize with competitors
D
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
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
Cultural forecasters have noted a renewed American interest in ________. A) dominating and taming nature B) the fine arts C) work as a source of satisfaction and self-definition D) spirituality E) reforming social classes
D
Even the most liberal advocates of free-market economies agree that the system works best with ________ regulation. A) private B) maximum C) intermittent D) at least some E) no
D
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) develop a nonprobability sample
D
Frito-Lay's ________ gathers daily sales data and sorts it by product line and by region. The marketing managers use the data to evaluate the market share of different Frito-Lay products compared to one another and to competing snack foods in each region where the company does business. A) case study B) acquired database C) commercial research D) marketing information system E) competitive marketing intelligence system
D
ING, an international insurance and financial services company, is the primary sponsor of the annual New York City Marathon, which is attended by over one million fans and watched by approximately 300 million viewers worldwide. The ING logo and name appear throughout the race course. ING most likely sponsors the event in order to appeal to which type of public? A) financial B) citizen-action C) government D) general E) internal
D
In the 1950s, the American population began shifting from large cities to ________. A) farming communities B) rural areas C) foreign countries D) suburbs E) coastal towns
D
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
LandPort Transportation and Omega Warehousing move and store the products your company sells. The two businesses are examples of ________. A) resellers B) marketing services agencies C) marketing intermediaries D) physical distribution firms E) geographic segments
D
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 is it most important for Malaya do before administering this questionnaire to a sample of the market? A) make sure that the survey includes both open-ended and closed-ended 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
Many firms today use RFID technology to ________. A) identify new target markets B) analyze threats and opportunities in the macroenvironment C) move toward environmental sustainability D) track products through various points in the distribution channel E) track patterns of consumer online behavior
D
Marketing information from which type of database usually can be accessed more quickly and cheaply than other information sources? A) external B) LexisNexis C) Radian's D) internal E) MONITOR
D
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? Lay thong tin khach hang cua cong ty 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
Percy Original caters to a market of individuals and households that buys goods and services for personal consumption. Percy Original caters to a ________ market. A) business B) reseller C) government D) consumer E) marketing intermediary
D
Survey research, though used to obtain many kinds of information in a variety of situations, is best suited for gathering ________ information. A) interpersonal B) causal C) exploratory D) descriptive E) creative
D
The ________ environment consists of factors that affect consumer purchasing power and spending patterns. A) cultural B) political C) technological D) economic E) natural
D
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
The green movement will likely spark the LEAST interest in which of the following? A) recycling programs B) environmentally sustainable strategies C) social responsibility D) Internet usage E) biodegradability
D
The legislation created to limit the number of commercials aired during children's programming is called the ________ A) Children's Online Privacy Protection Act B) Child Protection Act C) Fair Packaging and Labeling Act D) Children's Television Act E) Consumer Product Safety Act
D
The real value of a company's marketing research and information system lies in the ________. A) amount of data it generates B) variety of contact methods it uses C) efficiency with which it completes studies D) quality of customer insights it provides E) marketing information system it follows
D
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 data collected through online surveys
D
Value marketing is the strategy of offering consumers ________. A) high quality at a high price B) luxury quality at a high price C) lesser quality at a low price D) reasonable quality at a fair price E) little quality at a low price
D
Which form of data below can usually be obtained more quickly and at a lower cost than the others? A) primary B) survey research C) experimental research D) secondary E) observational research
D
Which of the following descriptions most accurately characterizes the baby boomers? A) They are increasingly likely to retire early. B) They are a shrinking market for new housing and home remodeling. C) They are past their peak earning and spending years. D) They hold 75% of the country's assets. E) They are uninterested in adapting new technologies.
D
Which of the following geographical areas has NOT seen a recent population increase? A) micropolitan areas B) suburbs C) the West D) the Northeast E) the South
D
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
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
Which of the following is NOT a potential source for competitive marketing intelligence? A) looking through competitors' garbage B) purchasing competitors' products C) monitoring competitors' sales D) collecting primary data E) talking with purchasing agents
D
Which of the following is NOT a type of factor in a company's macroenvironment? A) demographic B) economic C) technological D) competitive E) political
D
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
Which of the following is NOT considered a source of competitive marketing intelligence? A) suppliers B) resellers C) key customers D) causal research E) activities of competitors
D
Which of the following is an example of a free online database that a company could access in order to develop marketing intelligence? A) LexisNexis B) the MONITOR C) Nielsen D) the U.S. Security and Exchange Commission's database E) Hoover's
D
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 touch point. D) Its aim is to maximize customer loyalty. E) Most companies who first implemented CRM have greatly benefited from the results.
D
Which step in the four-step marketing research process has been left out of the following list: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings? A) developing the research budget B) choosing the research agency C) choosing the research method D) developing the research plan E) comparing and contrasting primary and secondary data
D
Wholesome Soups, a maker of organic soups, is starting a new marketing campaign emphasizing the ease of preparing and eating Wholesome Soups on the go. Print, television, and Internet ads feature college-aged students enjoying Wholesome Soups in between classes and during study breaks. Wholesome Soups' new marketing campaign is most likely aimed at which of the following? A) baby boomers B) seniors C) Gen Xers D) Millennials E) the SOHO market
D
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 U.S. Small Business Administration B) the U.S. Census Bureau C) competitors' Web sites D) online surveys E) the Bureau of Economic Analysis
D
You have decided to use only closed-ended 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
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) competitive marketing intelligence E) the Internet only
D
) In 1950, women made up under 40 percent of the workforce; now they make up ________ percent. A) 35 B) 40 C) 43 D) 46 E) 59
E
For a small business manager deciding where to relocate within the city, relevant research will LEAST likely include ________. A) traffic-flow patterns in specific areas B) informal surveys of customers C) past sales data D) competitors' advertisements E) options for repackaging the company's products
E
It is most accurate to say that secondary data are ________. A) collected mostly via surveys B) more expensive to obtain than primary data C) never purchased from outside suppliers D) always necessary to support primary data E) not always very usable
E
Marketing information is only valuable when it is used to ________. A) expand management's job B) identify a target market C) please shareholders D) increase efficiencies in the supply chain E) make better marketing decisions
E
Norma Bernanke is a marketer at a pharmaceutical company that has just developed a new medication to treat asthma. Which of the following components of the political environment should Norma be LEAST concerned with as her company begins to develop a marketing plan for the new product? A) approval from the Food and Drug Administration (FDA) B) state laws regulating advertising of pharmaceuticals C) laws enforced by the Federal Trade Commission D) the Fair Packaging and Labeling Act E) the Nutrition Labeling and Education Act
E
Small organizations can obtain, with relatively little effort, most of which type of data available to large businesses? A) ethnographic B) experimental C) touch point D) primary E) secondary
E
Survey research is LEAST likely to be conducted through which of the following? A) the Web B) the mail C) the telephone D) personal interview E) observation
E
Which country leads the world in research and development spending? A) England B) Germany C) Sweden D) Japan E) the United States
E
Which of the following forces would marketers be MOST likely able to influence? A) geographic population shifts B) core cultural values C) income distribution D) increasing ethnic diversity E) media publics
E
Which of the following is NOT an example of the type of public that is part of a company's marketing environment? A) financial B) media C) government D) citizen-action E) marketing department
E
Which of the following statements is NOT true regarding information collected for marketers? A) Many managers lack information of the right kind. B) Most managers do not need more information. C) Most managers need better information. D) Many managers are burdened by data overload. E) Managers have enough of the right information.
E
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
