Ch4 Pop Quiz for Groups

Which of the following demonstrates the real value of a company's marketing research and information system?

• the type of sampling plan it follows

• the amount of data it generates

• the variety of contact methods it uses

• the customer insights it provides

• the tools it uses to gather information

Which of the following statements regarding marketing intelligence is true?

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

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

• The advantage of using competitive intelligence is negligible as it is based only on internal sources of data.

• Marketing intelligence is the systematic collection, monitoring, and analysis of publicly available information.

• Marketing intelligence typically involves sensitive and confidential information kept out of the public domain.

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

• Integrated marketing

• Exclusive distribution

• Marketing research

• Commercialization

• Test marketing

The marketing manager of Appeal Inc. has noticed a sharp decrease in sales over the last two months. The manager decides to conduct marketing research to identify potential causes for the drop in sales. Which of the following should the manager do first?

• conduct exploratory and descriptive research

• define the problem and objectives

• develop a research plan

• select a research agency to collect data

• determine a research approach

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

• descriptive

• corrective

• corrective

• exploratory

• causal

Coolers Inc. has decided to launch a new energy drink that will have the fewest calories among its competitors. To understand the market potential for the new drink and the demographics and attitudes of consumers who are likely to buy the product, Coolers should most likely use ________.

• causal research

• descriptive research

• archival research

• exploratory research

• experimental research

In most marketing research projects, what type of research is conducted first?

• corrective

• descriptive

• exploratory

• remedial

• causal

Which of the following is an advantage of primary data?

• They are less expensive to obtain than secondary data.

• They can be accessed from existing information.

• They can be obtained more quickly than secondary data.

• They are more relevant than secondary data.

• They are more reflective of past problems.

Ethnographic research is ________.

• most feasible when customers live in distant locations

• conducted in settings where people live and work

• an approach that provides only secondary data

• a standard analysis of publicly available information

• used by marketers seeking quantitative data

In a convenience sample, the researcher selects the easiest population members from which to obtain information.

• True

• False