Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
Name:
Class:
Date:
chapter 9
Copyright Cengage Learning. Powered by Cognero.
Page 1
Indicate whether the statement is true or false.
1. Marketing research helps managers gauge the perceived value of their goods and services, as well as the level of
customer satisfaction.
a. True
b. False
2. Research questions cannot be answered with primary data.
a. True
b. False
3. Internet surveys are labor-intensive in nature and incur training, telecommunications, and management costs.
a. True
b. False
4. Marketing research helps managers understand the marketing environment with the aid of big data analytics.
a. True
b. False
5. Online panel providers consist of a carefully selected group of consumers who agree to participate in an ongoing
dialogue with a particular corporation.
a. True
b. False
6. The final step in the customer relationship management cycle is to identify a firm's profitable and unprofitable
customers.
a. True
b. False
7. Neuromarketing is a fresh attempt to better understand consumers' responses to promotion and purchase motivations.
a. True
b. False
8. Mobile research provides immediate feedback about a consumer's purchase decision to the researcher.
a. True
b. False
9. Marketing research is of little help to managers who want to improve the quality of decision making.
a. True
b. False
10. Competitive intelligence was derived from military intelligence.
a. True
b. False
Name:
Class:
Date:
chapter 9
Copyright Cengage Learning. Powered by Cognero.
Page 2
11. In the context of developing an effective customer relationship management system, the use of big data analytics is
restricted to the collection of customer data.
a. True
b. False
Indicate the answer choice that best completes the statement or answers the question.
12. Which of the following is a strategy that should be followed by a company to initiate the customer relationship
management cycle?
a. Leveraging customer information to all areas of a business
b. Identifying its profitable and unprofitable customers
c. Transforming customer data into information that can be used to make managerial decisions
d. Collecting detailed information about the products and services its customers are using
13. The CEO of Nuvol Cream, an ice cream specialty company, wants to change all its existing flavors and sell all its ice
cream varieties in a low-fat gelato version. He asks the marketing and sales department of his company to carry out a
market research and give him the diagnostic results of their research. While focusing on the diagnostic role of market
research, the marketing and sales department of Nuvol Cream will:
a. explain the different ways through which the company's competitors have increased their profits.
b. list the strongest competitors in the market.
c. determine the impact of the changes on the company's sales.
d. collect information about the company's past sales trend in the industry.
14. _____ is a system for gathering information from respondents by continuously monitoring the advertising, promotion,
and pricing they are exposed to and the things they buy.
a. Web community research
b. An online focus group
c. Scanner-based research
d. A Web survey system
15. Kay & Maggie's, a chain of beauty salons, has its outlets in all the malls in the city. It is conducting a survey to find
out how satisfied its customers are with the service provided at all its outlets. In all the city malls, a mall interviewer
intercepts the customers who exit the salon and directs them to nearby computers. The customers type the answers to the
questions displayed on the computer screen. This is an example of _____.
a. computer-assisted personal interviewing
b. a focus group
c. an executive interview
d. computer-assisted self-interviewing
16. Which of the following statements is true of one-way frequency counts?
a. They simply record the responses to a question.
b. They are used to compare responses to one or more questions.
c. They include hypothesis testing and regression analysis.
d. They are rarely done in data analysis.
17. Which of the following is a technique for gathering primary data?
Name:
Class:
Date:
chapter 9
Copyright Cengage Learning. Powered by Cognero.
Page 3
a. Conducting telephone interviews
b. Gathering public sector records
c. Using published data
d. Summarizing internal reports
18. A moderator's major role in an online focus group is to:
a. limit the discussion to closed-ended questions.
b. type in questions online for all respondents to see.
c. make sure that costs incurred for the survey remains relatively low.
d. allow the respondents to control the pace of the discussion.
19. The first step in the marketing research process is:
a. specifying the sampling procedures to be followed
b. recognizing a marketing problem or opportunity
c. collecting primary data from available sources
d. planning a research design
20. The management of a pizzeria is conducting a survey on the quality of its pizza and the service provided by the staff.
They asked two of the staff members to wait near the entrance forcustomers who are leaving and quickly conduct a short
interview on their experience at the pizzeria. The staff members did this every day for one week. In the context of
sampling,the customers who were being interviewed representeda ________.
a. convenience sample
b. probability sample
c. quota sample
d. random sample
21. Which of the following stages in a customer relationship management cycle is characterized by the sharing of
customer information to all areas of a business after it has been analyzed and transformed into useful information?
a. Identifying profitable and unprofitable customers
b. Leveraging customer information
c. Identifying customer relationships with the organization
d. Storing and integrating customer data
22. In the context of the ever-changing marketplace, which of the following statements is true of marketing research?
a. It overlooks the role of word of mouth advertising in the promotion process
b. It helps managers to take advantage of opportunities in the market.
c. It excludes the external environment that affects sales
d. It results in inaccurate forecast as the market place keeps changing.
23. Hawken Technologies is a software company. It is trying to gather secondary data to determine the highest selling
software from its existing catalog. In this scenario, which of the following secondary data can Hawken Technologies
obtain from within the firm?
a. Data that have been published by journals and newspapers
b. Articles that have been published in popular computer magazines
c. Reviews and feedback on products left by customers on the company's Website
d. Summaries of data compiled by thestate and federal agencies
Name:
Class:
Date:
chapter 9
Copyright Cengage Learning. Powered by Cognero.
Page 4
24. Commercial Tidings, a business magazine, is gathering information to knowits readers'identities, their occupations,
their areas of residence, and their preferred methods of reading the magazine. In the context of customer relationship
management, Commercial Tidings is:
a. leveraging customer information to all areas of the business.
b. identifying profitable and unprofitable customersand improving customer relationship with the former.
c. identifying customer relationships with the organization.
d. conducting an ethnographic research to identify any similarity that the most loyal customers of the company
might share.
25. Benny&Penny, a popular restaurant, leaves a small questionnaire along with the bill at its customers' tables. The
questionnairehas just two questions with spaces for customers' responses. The questions are "What do you like about our
restaurant?" and "What would you like us to change about our restaurant?"In this scenario, the questions included in the
questionnaire are examples of _________.
a. rhetorical questions
b. open-ended questions
c. scaled-response questions
d. dichotomous questions
26. Which of the following is a secondary data collection method?
a. Using annual reports
b. Conducting survey research
c. Sending mail surveys
d. Sending mail surveys
27. The management of Zilo Toys Inc., a toy manufacturing company, believes that the longer the customers spend
deciding what to purchase, the less likely they are to purchase more items. In order to determine the average time
customers spend in purchasing toys from the store, the management employs Tim to watch the customers as they discuss
which toys to buy. He then reports his findings to the management. In this scenario, Tim is engaging in _____.
a. quantitative research
b. survey research
c. observation research
d. ethnographic research
28. Kevin is hired by the manager of Jem's Jewels, a jewelry store, to gather information on the overall outlook of its staff
and their behavior toward customers. Kevin went into the store pretending to be a customer and observed the behavior of
every employee. In this scenario, Kevin is a(n) _________.
a. angel investor
b. mystery shopper
c. trendsetter
d. virtual shopper
29. In the context of marketing research, which of the following is specified in the research design?
a. The methods of data collection
b. The management decision problem to be solved
c. The modifications to be made to the approved project budget
d. The distribution channels of products
Name:
Class:
Date:
chapter 9
Copyright Cengage Learning. Powered by Cognero.
Page 5
30. Which of the following information should be included at the beginning of a marketing research report?
a. A brief explanation about the research design
b. A concise statement of the research objectives
c. A detailed discussion on the methodology employed
d. A summary on the major findings of the research
31. In order to receive customers' feedback on the company's latest product, the marketing managers of Havtol Inc., a food
products company, created a software. The customers who log into the company's Web site will be directed to a page
where they have to answer a questionnaire. The managers can query the server at any time and collect the data required. In
this scenario, Havtol Inc. is using a(n) _____.
a. Web survey system
b. online panel provider
c. Google consumer survey
d. online focus group
32. Clarissa works in an advertising agency.The agencyhas recently signed a deal with a smartphone company. Clarissa is
allotted the task of gathering dataon smartphone brand preferencesamong consumers. In the context of marketing
research, which of the following roles will Clarissa be performing?
a. The prescriptive role
b. The descriptive role
c. The diagnostic role
d. The predictive role
33. Which of the following is a criticism of online panel providers?
a. They lead to biased and misleading results as members receive incentives to join the panel.
b. They require the presence of a moderator to control the discussion.
c. They lead to incorrect results as panel members are not selected based on specific requirements.
d. They require a lot of time as panel members discuss among themselves while offering suggestions.
34. Rick's Feasts is a fast-food chain that has opened restaurants in all the popular shopping malls. The marketing manager
of the company wants to determine how satisfied their customers are with the food and servicesofthe restaurants. The
marketing manager has hired a mall interviewer who intercepts the customers who exit the restaurant and directs them to
nearby computers. The customers answer a simple questionnaire displayed on the computer screen. In the context of
gathering primary data, this is an example of ________.
a. computer-assisted personal interviewing
b. a focus group
c. an executive interview
d. computer-assisted self-interviewing
35. Cloyd's Supermarket, a popular retail store, sells a variety of products. In order to assess if it needs to make
improvements to its service, the marketing research team sends out questionnaires to Cloyd's regular customers. The
questionnaire has questions with blank spaces below. The customers have to write what they like best about shopping at
Cloyd's and what new products or services they expect from Cloyd's. The questions included in the questionnaire are
examples of _____.
a. rhetorical questions
b. open-ended questions
c. scaled-response questions
d. dichotomous questions
Name:
Class:
Date:
chapter 9
Copyright Cengage Learning. Powered by Cognero.
Page 6
36. The store manager of Loya Inc., a clothing store, wants to change the layout of the store to make it easier for
customers to browse products and move around. He believes that customers are more likely to make a purchase if the
store was easier to navigatethrough and customers did not feel any discomfort when the store was extremely crowded. The
store manager employs James to watch and make notes on the most crowded and least crowded areas of the store. James
then reports his findings to the store manager. In this scenario, James is engaging in ________.
a. quantitative research
b. survey research
c. observation research
d. ethnographic research
37. Gerrard, the CEO of a clothing company, decides to conduct a survey on the quality of the company's products. He
instructs the survey team to interview the customers who visit the outlets during weekdays. The customers who will be
interviewed can be considered a _____.
a. convenience sample
b. probability sample
c. quota sample
d. random sample
38. The management of Fly Pro Airlines plans to introduce special meals on its flights during holiday seasons. It decides
to conduct research to determine the best plan and uses the information available on its database to determine the number
of flights that were operated and the number of passengers who flew with the airlines during the previous holiday season.
In this case, which of the following is most likely to be true?
a. The quality of the data obtained from Fly Pro Airlines's database can be measured.
b. The data collected will be of no use if no plan can be devised from the data.
c. Details about flyers' food habits may not be present in Fly Pro Airlines's database
d. Collecting data from the database will be more time consuming than collecting data directly from the passengers.
39. Charlie, the store manager at a restaurant, conducts market research to collect data on the menu items most preferred
by customers. Based on his findings, he modifies the menu and adjusts the prices of the items that customers are more
likely to order. He believes that the change he has made will increase the profitability of the restaurant.In the given
scenario, Charlie's belief reflects the __________ of marketing research.
a. prescriptive role
b. predictive role
c. descriptive role
d. diagnostic role
40. Jamie is carrying out a study on the number of students who buy textbooks versus the number of students who borrow
books from a library. He approaches each of his classmates with a questionnaire on the topic. The given scenario best
illustrates _________.
a. snowball sampling
b. a convenience sample
c. a random sample
d. referral sampling
41. A _____ is a sample in which every element in the population has a known statistical likelihood of being selected.
a. snowball sample
Name:
Class:
Date:
chapter 9
Copyright Cengage Learning. Powered by Cognero.
Page 7
b. probability sample
c. judgment sample
d. convenience sample
42. Correct. In this case, Caroline will be performing the predictive role of marketing research. The predictive role of
marketing research is to address "what if" questions. See 9-1: The Role of Marketing Research
a. prescriptive role
b. predictive role
c. descriptive role
d. diagnostic role
43. Which of the following is a similarity between in-home personal interviews and executive interviews?
a. Both promise anonymity for respondents.
b. Both involve traveling to an interviewee's location.
c. Both require computer-assisted interviewing.
d. Both help a researcher save time.
44. The management of Vaikel Inc., an automobile manufacturer, is conducting a survey to find out people's opinions
about its latest car, Vaikel 6.0, and their level of satisfaction after using the car. It requests some customers who recently
purchased Vaikel 6.0 to participate in the survey and asks them to log on to the company Web site at a given time. After
they log on to the site, a moderator runs a discussion about the car and allows the customers to respond. In this case,
Vaikel is using a(n) _____ to conduct the survey.
a. online panel provider
b. Web community research program
c. online focus group
d. Web survey system
45. A difference between traditional surveys and Internet surveys is that, internet surveys:
a. can be targeted at a specific group of people.
b. require a considerable amount of time and effort to be conducted.
c. incur training, telecommunications, and management costs.
d. can be personalized for greater relevance to each respondent.
46. WeSell&Buy.com, an online retail store, recently changed the layout of its Website. Its marketing manager purchased
and installed a software that redirects customers to a small survey after they make a purchase. The survey contains
questions that ask for feedback on the new layout and the ways in which the Website can be further improved. The
software is set to collect this data every day and present it as a report on the last working day of the week. In this
scenario,the marketing manager atWeSell&Buy.com is using a(n) _________.
a. Web survey system
b. online panel provider
c. web cookie
d. online focus group
47. Randy's Candies deals in confectioneries. It conducted a research on the consumption of its new Sugary Candy in a
busy area of the city.Many respondents, even if they were aware of the sugar candy, did not admit knowing about it to
their interviewers. They even asked the interviewers to leave them alone. This reduced the accuracy of the survey. This
error is most likely an example of ________.
Name:
Class:
Date:
chapter 9
Copyright Cengage Learning. Powered by Cognero.
Page 8
a. a frame error
b. sampling error
c. random error
d. measurement error
48. Which of the following is a difference between primary data and secondary data?
a. Primary data are inexpensive and save time and money, while secondary data are expensive and more time
consuming.
b. Primary data can be maintained in secrecy, while secondary data are usually available to all interested parties for
relatively small fees or free.
c. Primary data result in a mismatch between a researcher's unique problem and the purpose for which the data was
collected, while secondary data result in no such mismatch.
d. Primary data are data that have been previously collected, while secondary data are data that have been collected
for the first time.
49. BlitzRailwayscontacts a market research firm for conducting a survey. The firm searches its database and sends the
most frequent travelers, traveling by Blitz Railways,an email requesting them to take a survey by logging on to a Web site
at a certain time, on a certain day. The survey moderator welcomes all the participants once they log in and starts asking
them questions such as "How would you rate the food provided during your travels?" and "How many times do you use
our services every year?"Once the participants are done responding to the questions, they are given a discount coupon that
they can use the next time they travel with Blitz Railways.In the context of surveys, this scenario best illustrates
_________.
a. Web survey systems
b. online focus groups
c. online panel providers
d. Google Consumer Surveys
50. Which of the following is an advantage of primary data?
a. Gathering primary data is less expensive than gathering secondary data.
b. They answer specific research questions that secondary data cannot answer.
c. They consist of data that are easily available to any interested party.
d. Conducting in-person interviews is an expensive method of gathering primary data.
51. Caroline, the store manager at a jewelry store, conducts statewide market research and collects data on customer
preferences toward various jewelry items. Based on her findings, she has to recommend the items customers are more
likely to buy and the items the store should promote more so that profits can be maximized. In this case, Caroline will be
performing the _____ of marketing research.
a. prescriptive role
b. prescriptive role
c. descriptive role
d. diagnostic role
52. The editor of Market Buzz, a business magazine, wants to make several major changes in the magazine's content and
format. Therefore, he asks a few members of the Editorial Board to use diagnostic research to predict the results if the
changes are implemented. Given this information, the Editorial Board of Market Buzz will:
a. explain how the magazine's competitors improve their circulation
b. determine the impact of the changes on the magazine's circulation
c. determine the impact of the changes on the magazine's circulation.
Name:
Class:
Date:
chapter 9
Copyright Cengage Learning. Powered by Cognero.
Page 9
d. collect information about the magazine's past performance in the market
53. Healthy Deli, a fast-food restaurant, changes its menu every month. Its management believes that customers should
get to choose what they eat, and for this purpose,it has created a Web site where its premium customers with loyalty cards
can discuss and share their ideas about the new menu. The food items that these customers agree upon is added to the
menu next month. In this scenario, Healthy Deli is using a(n) ________ to conduct online surveys.
a. online focus group
b. online panel provider
c. Web survey system
d. Web community
54. Unlike the marketing research problem, the management decision problem
a. must be broadly defined if the research effort is to be successful
b. provides insightful decision-making information
c. focuses on problems that are much broader in scope
d. tends to be more information oriented than action oriented
55. In which of the following ways does marketing research help managers?
a. It helps them serve their customers accurately and efficiently
b. It helps them eliminate the use of big data for data analysis
c. It helps them focus on quantity rather than quality of products
d. It helps them ensure that secondary data do not influence marketing decisions
56. Discuss the benefits of Web community research in conducting online surveys.
57. Differentiate between the different types of questions that are used in questionnaires.
58. Explain the importance of marketing research in marketing decision making.
59. Discuss the benefits of marketing research to managers.
60. In the context of marketing research, describe the concept of competitive intelligence.
Name:
Class:
Date:
chapter 9
Copyright Cengage Learning. Powered by Cognero.
Page 10
Answer Key
1. True
2. False
Name:
Class:
Date:
chapter 9
Copyright Cengage Learning. Powered by Cognero.
Page 11
Name:
Class:
Date:
chapter 9
Copyright Cengage Learning. Powered by Cognero.
Page 12
Name:
Class:
Date:
chapter 9
Copyright Cengage Learning. Powered by Cognero.
Page 13
