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WorksheetsChap 4
Total questions: 80
Worksheet time: 1hrs 20mins
Despite the data glut that marketing managers receive, they frequently complain that they lack
enough information of the right kind
timely information
accurate information
reliable information
valid information
Which of the following statements is NOT true regarding information collected for marketers?
Many managers lack information of the right kind.
Most managers do not need more information.
Most managers need better information.
Many managers are burdened by data overload.
Managers have enough of the right information.
A marketing information system (MIS) consists of people and procedures to assess information needs, ________, and help decision makers analyze and use the information.
experiment to develop information
test market the information
develop the needed information
critique the needed information
question the needed information
A good MIS balances the information users would ________ against what they really ________ and what is ________.
need; like; feasible
like; can afford; needed
like to have; need; feasible to offer
need; can afford; useful
use; have to use; available
Marketers must weigh carefully the costs of additional information against the ________ resulting from it.
organization
benefits
creativity
ethical issues
cost
Four common sources of internal data include the accounting department, operations, the sales force, and the ________
owners
stockholders
marketing department
competition
Web
Marketing information from which type of database usually can be accessed more quickly and cheaply than other information sources?
external
LexisNexis
Dun & Bradstreet's
internal
Hoover's
________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.
Marketing data
Marketing intelligence
Sales management
Customer intelligence
Competitive intelligence
Which of the following statements regarding marketing intelligence is true?
The advantage of using competitive intelligence is negligible.
All marketing intelligence is available for free.
Marketing intelligence relies upon privately held information.
Marketing intelligence relies upon publicly available information.
Marketing intelligence gathering is more focused on gaining insights into consumer activities than competitors' activities.
Which of the following is NOT considered a source of marketing intelligence?
suppliers
resellers
key customers
causal research
activities of competitors
Which of the following is NOT a potential source for marketing intelligence?
looking through competitors' garbage
purchasing competitors' products
monitoring competitors' sales
collecting primary data
talking with purchasing agents
Through which of these sources of information is a competitor LEAST likely to reveal intelligence information?
annual reports
trade show exhibits
Web pages
press releases
internal marketing conferences
To combat marketing intelligence efforts by competitors, Unilever Corporation is now providing ________ to employees.
competitive intelligence training
privacy blocks
privacy blocks
less information
a code of ethics
Which of the following is an example of a free online database that a company could access in order to develop marketing intelligence?
LexisNexis
ProQuest
Dialog
the U.S. Security and Exchange Commission's database
Hoover's
________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
The marketing information system
Marketing intelligence
Marketing research
Competitive intelligence
Causal research
What is the first step in the marketing research process?
developing a marketing information system
defining the problem and research objectives
developing the research plan for collecting information
implementing the research plan
hiring an outside research specialist
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?
developing the research budget
choosing the research agency
choosing the research method
developing the research plan
comparing and contrasting primary and secondary data
Causal research is used to ________.
test hypotheses about cause-and-effect relationships
gather preliminary information that will help define problems
uncover information at the outset in an unstructured way
describe marketing problems or situations
quantify observations that produce insights unobtainable through other forms of research
Managers often start with ________ research and later follow with ________ research.
exploratory; causal
descriptive; causal
descriptive; exploratory
causal; descriptive
causal; exploratory
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.
developing the research plan
determining a research approach
defining the problem and research objectives
selecting a research agency
C and D
The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses.
exploratory
descriptive
causal
primary
secondary
In the second step of the marketing research process, research objectives should be translated into specific ________.
marketing goals
information needs
dollar amounts
research methods
information sources
Secondary data consists of information ________.
that already exists somewhere but is outdated
that does not currently exist in an organized form
that already exists but was collected for a different purpose
used by competitors
that researchers can only obtain through surveys and observation
Information collected from online databases is an example of ________ data.
primary
secondary
observational
experimental
ethnographic
Which form of data below can usually be obtained more quickly and at a lower cost than the others?
primary
survey research
experimental research
secondary
observational research
Secondary data are ________.
collected mostly via surveys
expensive to obtain
never purchased from outside suppliers
always necessary to support primary data
not always very usable
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?
It may not exist.
It may not be relevant.
It is generally more expensive to obtain than primary data.
It may not be current.
It may not be impartial.
For primary data to be useful to marketers, it must be relevant, current, unbiased, and ________.
complete
accurate
inexpensive
collected before secondary data
experimental
Which method could a marketing researcher use to obtain information that people are unwilling or unable to provide?
observational
survey
questionnaire
focus groups
personal interviews
Ethnographic research ________.
comes from traditional focus groups
is gathered where people live and work
provides secondary data
is most popular in the service sector
provides data to marketers when observation is impossible
Survey research, though used to obtain many kinds of information in a variety of situations, is best suited for gathering ________ information.
interpersonal
causal
exploratory
descriptive
creative
Fredia Pellerano has just discovered the major advantage of survey research. She reports to her supervisor that the major advantage is its ________.
flexibility
interactive design
ease and speed to complete
duplicability
simplicity
Survey research is least likely to be conducted through which of the following?
the Web
the mail
the telephone
in person
observation
Experimental research is best suited for gathering ________ information.
exploratory
causal
interactive
preferential
descriptive
Observational research is best suited for gathering ________ information.
exploratory
causal
interactive
preferential
descriptive
Which of the following is true of ethnographic research?
It is conducted within traditional focus groups.
It provides greater insight into customer behavior than interviews do.
It provides researchers with secondary data.
It is most popular in the service sector.
It is a research option when observation is not possible.
ABC Company has decided to use mail questionnaires to collect data. Management recognizes this method has all the following advantages EXCEPT which one?
low cost per respondent
may encourage more honest answers
has an average response rate
no interviewer to bias respondents' answers
can collect large amounts of information
Which of the following contact methods has the poorest response rate?
telephone
personal
online
individual
Which of the following has the highest rating for speed of data collection and compilation?
open-ended questionnaires
personal interviews
mail surveys
Internet surveys
ethnographic research
Which of the following is NOT a disadvantage of telephone interviews?
They are more expensive to conduct than mail questionnaires.
Interviewer bias is introduced.
Under time pressures, some interviewers might cheat.
Interviewers can explain some questions and probe more deeply on others.
Potential respondents may refuse to participate.
Which of the following contact methods is generally the LEAST flexible?
telephone
Internet surveys
online panels
personal
Which form of marketing research is flexible, allows for explanation of difficult questions, and lends itself to showing products and advertisements?
individual interviewing
Internet surveys
telephone surveys
ethnographic research
observational research
A consumer is most likely to be paid a small fee for participating in which of the following?
a telephone interview
a mail-in survey
an Internet survey
a focus group interview
an observational interview
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 ________.
find enough secondary data to support the findings
orchestrate cooperation among participants
encourage honest responses to questions
generalize from the results
find a representative sample
Which of the following is a disadvantage of online focus groups?
Participants must be in a central location.
The Internet format can restrict respondents' expressiveness.
Results take longer to tabulate and analyze.
The cost of online focus groups is greater than that of most other qualitative research methods.
The format of focus groups can be varied.
Which of the following is NOT an advantage of Web-based research?
speed
low costs
almost instantaneous results
control over who respondents are
ease of administration
Del Monte has created an ________ 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.
online experiment
online social network
Internet survey
immersion group
expert panel
Marketing researchers usually draw conclusions about large groups of consumers by studying a small ________ of the total consumer population.
group
target group
population
sample
audience
You generally need to ask three questions when developing a sampling plan. Which of the questions below is one of these three?
Who should be left out of the sample (sampling exclusion)?
How should we contact the sample (sampling approach)?
Why should respondents by selected (sampling justification)?
How should participants be chosen (sampling procedure)?
none of the above
What is a major drawback of probability sampling?
It can be time consuming.
The sampling error cannot be measured.
The most difficult population from which to obtain information is chosen.
Everyone has an equal chance of selection.
Marketers must rely on the judgment of the researcher in respondent selection.
What are the two main types of research instruments used to collect primary data?
surveys and samples
questionnaires and mechanical devices
focus groups and online databases
online panels and experiments
personal interviews and online marketing research
The most common research instrument used is the ________.
mechanical device
live interviewer
questionnaire
focus group
people meter
In marketing research, the ________ phase is generally the most expensive and most subject to error.
exploratory research
planning
interpreting the findings
reporting the findings
data collection
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?
contacting respondents
respondents who give biased answers
interviewers who take shortcuts
interpreting and reporting the findings
interviewers who make mistakes
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?
customer satisfaction management
more sophisticated hardware
customer relationship management
decreased marketing intelligence
a marketing information system
Which of the following is true about customer relationship management (CRM)?
It relies on information produced through primary research.
Its aim is to maximize profit margins.
Its aim is to increase the efficiency of each customer touchpoint.
Its aim is to maximize customer loyalty.
Most companies who first implemented CRM have greatly benefited from the results.
What is the purpose of a data warehouse?
to organize internal and external data by relevance
to gather and integrate information a company already has
to interpret data
to analyze data
to identify and discard outdated data
In CRM, findings about customers discovered through ________ techniques often lead to marketing opportunities.
data warehousing
data mining
customer strategy
customer loyalty management
value network
What source of marketing information provides those within the company ready access to research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more?
an intranet
an extranet
the Internet
marketing research
marketing intelligence
Marketing information is only valuable when it is used to ________.
simplify management's job
identify a target market
please shareholders
increase efficiencies in the supply chain
make better marketing decisions
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 ________.
experiments
informal surveys
observation
marketing intelligence
direct marketing
Small organizations can obtain, with minimal effort, most of which type of data available to large businesses?
observational
experimental
touch point
primary
secondary
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?
the local chamber of commerce
the U.S. Census Bureau
competitors' Web sites
online surveys
the Bureau of Economic Analysis
The availability of which of the following is most problematic in international marketing research?
primary data
research specialists
secondary data
intelligence limitations
consumers willing to answer survey questions
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 ________.
samples
research firms
customer relationships with nationals
relations with channel members
analytical models
What do many researchers encounter when conducting market research in foreign countries?
Some countries have few telephones, limiting access to respondents.
Some countries have poor mail services.
Some countries have poor roads that limit personal contacts.
Some cultures do not value marketing research.
all of the aboveall of the above
Cultural differences, especially those involving language, can add to research costs in foreign markets and can increase the ________.
risk of error
foreign trade
response rate
likelihood of using a smaller sample
reliance on primary data
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?
It is on the decrease due to high costs.
The costs are higher than the benefits.
There is a lack of qualified research personnel.
Despite the costs of international research, the costs of not doing it are higher.
Interpretations of American quality are consistent among different countries.
Choose the statement that is NOT a typical consumer concern about intrusion on consumer privacy.
Sophisticated researchers probe our deepest feelings.
Marketers use personal information to manipulate our buying.
Marketers build huge databases full of personal information.
Marketers make too many products and services available, creating unnecessary consumer wants.
Protecting personal information is increasingly important.
Behavioral targeting, the practice of ________, is being used by more and more companies.
tracking customers' activities and rewarding customer loyalty
managing customer relationships
mining and analyzing data from data warehouses
tracking consumers' online movements and using this information to target ads to them
observing and interacting with consumers in their natural environments
Consumers will be most likely to gladly provide research information when researchers provide ________.
coupons
value for the exchange
prizes
rebates
social network membership
The best approach for researchers to take to guard consumer privacy includes all of the following EXCEPT which one?
Ask only for the information needed.
Use information responsibly to provide value.
Avoid sharing information without the customer's permission.
Sell the information only when it is financially worthwhile.
Fully explain to the respondents how the information will be used.
Many major companies have created the position of ________ to address concerns about the privacy of customers.
chief customer loyalty manager
chief behavioral analyst
chief privacy officer
ethics manager
data warehouse manager
Google and Yahoo! routinely post ads related to a user's keyword searches alongside the searches. This practice is called ________.
using "cookies"
consumer tracking
contextual targeting
cobranding
data mining
To address concerns about the misuse of research study findings, several highly regarded marketing associations have developed ________.
customer relationship management guidelines
behavioral targeting "Do Not Track" lists
chief privacy officer job descriptions
codes of research ethics
bans against using "cookies"
Diana Dion is currently researching data sources from within her company to make marketing decisions. Diana is making use of ________ databases.
online
internal
external
public
search service
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?
internal databases
external databases only
company reports only
marketing intelligence
the Internet
Patti Lovelace is making a presentation to the owners of her company. She is trying to convince them to conduct some current marketing research. Which of the following would she be LEAST likely to emphasize as a benefit or selling point of marketing research?
assessing market potential and market share
understanding customer satisfaction and purchase behavior
measuring the effectiveness of pricing and accounting
measuring the effectiveness of distribution and promotion activities
understanding customer motivation
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.
causal
experimental
secondary
survey
exploratory
You are about to test hypotheses about decreasing sales in certain markets and their causes. You are involved in what type of research?
exploratory
descriptive
causal
focus group
ethnographic
