Marketing II - Chapters 4-6 Review

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

• the amount of data it generates

• the variety of contact methods it uses

• the tools it uses to gather information

• the customer insights it provides

Which of the following statements regarding marketing intelligence is true?

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

• All marketing intelligence inputs are available at no cost to any potential users.

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

• 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.

• Test marketing

• Marketing research

• Commercialization

• Integrated marketing

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.

• Exploratory

• Descriptive

• Focus Group

• Casual

________ outline(s) sources of existing data as well as specific research approaches, sampling plans, and measurement instruments.

• The research plan

• The data collection plan

• The research findings

• The problem definition

Which of the following is a quantitative approach to research?

• Observational research

• In-depth interviews

• Marketing surveys

• Focus groups

A child in the United States is exposed to many values including achievement and success, freedom, individualism, hard work, and material comfort. These are symbolic of American ________.

• subculture

• culture

• society

• perceptions

Which of the following is a social factor that influences consumer buying behavior?

• family

• life-cycle stage

• economic situation

• occupation

________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence on others.

• opinion leaders

• late mainstream adopters

• barnacles

• lagging adopters

A(n) ________ reflects the general esteem given to the different roles of a person by society.

• status

• tradition

• motive

• belief