Question 1

Kathy Jenkins is planning to conduct research on consumers' personal care routines.Since the questions are likely to be personal and sensitive,Kathy wants to select a contact method that will encourage respondents to answer honestly.Which of the following contact methods is most likely to serve Kathy's purpose?

Accepted Answer

A)   mail questionnaires
B)   telephone interviews
C)   individual interviews
D)   focus group interviews
E)   online discussionsF) A) and C)
G) B) and E)

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

Haley Computers Inc.has appointed a few employees to sift through customer conversations on online forums and social networking sites regarding products purchased from Haley.These employees are likely to be working as ________.

Accepted Answer

A)   information technology officers
B)   online Web designers
C)   quality control specialists
D)   corporate bloggers
E)   listening officersF) All of the above
G) A) and E)

Question 4

Which of the following is an advantage of primary data?

Accepted Answer

A)   They are less expensive to obtain than secondary data.
B)   They can be obtained quicker than secondary data.
C)   They can be accessed from existing information.
D)   They are more relevant than secondary data.
E)   They are more reflective of past problems.F) All of the above
G) A) and E)

Question 5

Causal research is used to ________.

Accepted Answer

A)   test hypotheses about cause-and-effect relationships
B)   gather preliminary data to define problems and their underlying causes
C)   collect information on the demographics of customers
D)   collect information on the attitudes of consumers
E)   generate hypotheses about the causes of a marketing problemF) A) and B)
G) B) and D)

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

Vernon Inc.would like to set the best price for a new product.The firm conducts an experimental study by selling the new product at two different prices in two different locations keeping other factors constant to see if a lower price results in better sales.This is most likely an example of ________ research.

Accepted Answer

A)   exploratory
B)   descriptive
C)   causal
D)   focus group
E)   ethnographicF) B) and C)
G) C) and D)

Question 8

Internal databases usually are more expensive to use than other market information sources.

Accepted Answer

A) True 
 B)False

Question 9

The initial function of a marketing information system is ________.

Accepted Answer

A)   generating insights from market consumption patterns
B)   analyzing the results of marketing research studies
C)   evaluating information from internal and external sources
D)   assessing the information needs of a company
E)   hiring research firms to conduct market researchF) B) and C)
G) All of the above

Question 10

Suppliers and resellers can update their accounts,arrange purchases,and check orders against inventories through ________.

Accepted Answer

A)   a company's extranet
B)   a company's intranet
C)   marketing intelligence
D)   electronic mail
E)   search enginesF) A) and D)
G) None of the above

Question 11

Ethnographic research essentially involves ________.

Accepted Answer

A)   experimental manipulation
B)   observation and interaction
C)   neuromarketing techniques
D)   mechanical devices
E)   online tools and surveysF) A) and B)
G) A) and C)

Question 12

________ are small groups of consumers who interact directly and informally with product designers without a moderator.

Accepted Answer

A)   Cross-functional groups
B)   Ethnographic groups
C)   Observational groups
D)   Immersion groups
E)   Traditional focus groupsF) D) and E)
G) C) and D)

Question 13

Survey research is best suited for gathering descriptive information.

Accepted Answer

A) True 
 B)False

Question 14

Compare and contrast closed-end questions and open-end questions for gathering data.

Accepted Answer

Closed-end questions,which include all t...

Question 15

An effective MIS assesses information needs,develops needed information,and distributes the information to help managers with decision making.

Accepted Answer

A) True 
 B)False

Question 16

Brooke's Boutique plans to launch a new clothing line.For this purpose,the firm first conducts a survey to understand its target audience and identify the demographics of potential buyers.It then conducts experimental research to test whether customers associate discounted prices with lower product quality.Which types of research has the boutique employed in this case?

Accepted Answer

A)   exploratory followed by causal
B)   exploratory followed by descriptive
C)   descriptive followed by exploratory
D)   descriptive followed by causal
E)   causal followed by descriptiveF) B) and C)
G) A) and D)

Question 17

Which of the following is true of question formats in questionnaires?

Accepted Answer

A)   Closed-end questions allow respondents to answer in their own words.
B)   A scale question is an example of an open-end question.
C)   Open-end questions allow respondents to choose among the best answer options available.
D)   Closed-end questions are difficult to evaluate when compared to open-end questions.
E)   Open-end questions are useful in exploratory research to find out what people think.F) A) and C)
G) B) and D)

Question 18

What is the first step in the marketing research process?

Accepted Answer

A)   developing a marketing information system
B)   defining the problem and research objectives
C)   developing a research plan for collecting information
D)   implementing the research plan
E)   interpreting data and providing a reportF) None of the above
G) All of the above

Question 19

Primary data can usually be obtained more quickly and at a lower cost than secondary data.

Accepted Answer

A) True 
 B)False

Question 20

Once the research problems and objectives have been defined,researchers must determine the exact information needed.

Accepted Answer

A) True 
 B)False

Exam 4: Managing Marketing Information to Gain Customer Insights

What is the first step in the marketing research process?

Correct Answer
verified

Compare and contrast closed-end questions and open-end questions for gathering data.

Correct Answer
verified
Closed-end questions,which include all t...
View Answer

Primary data can usually be obtained more quickly and at a lower cost than secondary data.

Correct Answer
verified

Correct Answer
verified

Once the research problems and objectives have been defined,researchers must determine the exact information needed.

Correct Answer
verified

Which of the following is true of question formats in questionnaires?

Correct Answer
verified

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

Correct Answer
verified

Ethnographic research essentially involves ________.

Correct Answer
verified

Haley Computers Inc.has appointed a few employees to sift through customer conversations on online forums and social networking sites regarding products purchased from Haley.These employees are likely to be working as ________.

Correct Answer
verified

________ are small groups of consumers who interact directly and informally with product designers without a moderator.

Correct Answer
verified

Suppliers and resellers can update their accounts,arrange purchases,and check orders against inventories through ________.

Correct Answer
verified

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

Correct Answer
verified

Which of the following is an advantage of primary data?

Correct Answer
verified

Correct Answer
verified

Internal databases usually are more expensive to use than other market information sources.

Correct Answer
verified

The initial function of a marketing information system is ________.

Correct Answer
verified

Correct Answer
verified

An effective MIS assesses information needs,develops needed information,and distributes the information to help managers with decision making.

Correct Answer
verified

Survey research is best suited for gathering descriptive information.

Correct Answer
verified

Causal research is used to ________.

Correct Answer
verified

Exam 4: Managing Marketing Information to Gain Customer Insights

What is the first step in the marketing research process?

Correct AnswerverifiedShow Answer

Compare and contrast closed-end questions and open-end questions for gathering data.

Correct AnswerverifiedClosed-end questions,which include all t...View AnswerShow Answer

Primary data can usually be obtained more quickly and at a lower cost than secondary data.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Once the research problems and objectives have been defined,researchers must determine the exact information needed.

Correct AnswerverifiedShow Answer

Which of the following is true of question formats in questionnaires?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Ethnographic research essentially involves ________.

Correct AnswerverifiedShow Answer

Haley Computers Inc.has appointed a few employees to sift through customer conversations on online forums and social networking sites regarding products purchased from Haley.These employees are likely to be working as ________.

Correct AnswerverifiedShow Answer

________ are small groups of consumers who interact directly and informally with product designers without a moderator.

Correct AnswerverifiedShow Answer

Suppliers and resellers can update their accounts,arrange purchases,and check orders against inventories through ________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following is an advantage of primary data?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Internal databases usually are more expensive to use than other market information sources.

Correct AnswerverifiedShow Answer

The initial function of a marketing information system is ________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

An effective MIS assesses information needs,develops needed information,and distributes the information to help managers with decision making.

Correct AnswerverifiedShow Answer

Survey research is best suited for gathering descriptive information.

Correct AnswerverifiedShow Answer

Causal research is used to ________.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
Closed-end questions,which include all t...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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