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Chapter 09: Marketing Research
Copyright Cengage Learning. Powered by Cognero.
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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
ANSWER:
True
2. Marketing research deteriorates the quality of decision making.
a.
True
b.
False
ANSWER:
False
3. The diagnostic role of marketing research includes gathering and presenting factual statements.
a.
True
b.
False
ANSWER:
False
4. Mobile research provides immediate feedback when a consumer makes a decision to purchase, consumes a product, or
experiences some form of promotion.
a.
True
b.
False
ANSWER:
True
5. In the context of web community research, all community interaction takes place on a custom-designed website.
a.
True
b.
False
ANSWER:
True
6. In the context of customer relationship management, the use of big data analytics is limited to the collection of
customer data.
a.
True
b.
False
ANSWER:
False
7. Internet surveys are labor-intensive efforts incurring training, telecommunications, and management costs.
a.
True
b.
False
ANSWER:
False
8. Secondary data refers to information collected for the first time.
a.
True
b.
False
ANSWER:
False
9. Noncomputer sources are not valuable in gathering competitive intelligence (CI).
a.
True
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Chapter 09: Marketing Research
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b.
False
ANSWER:
False
10. The first step in the customer relationship management (CRM) cycle is to identify a firm's profitable and unprofitable
customers.
a.
True
b.
False
ANSWER:
False
11. Neuromarketing is a fresh attempt to better understand consumers' responses to promotion and purchase motivations.
a.
True
b.
False
ANSWER:
True
12. Which of the following statements is true of online panel providers?
a.
They sometimes pre-recruit people who agree to participate in online market research surveys.
b.
They must have less than thousand panel members.
c.
They are widely considered to be representative of the target population.
d.
They are widely believed to provide accurate and unbiased results.
ANSWER:
a
13. To initiate the customer relationship management (CRM) cycle, a company must first:
a.
identify its profitable and unprofitable customers.
b.
capture relevant customer data on interactions and relationships.
c.
understand the interactions with current customers.
d.
identify customer relationships with the organization.
ANSWER:
d
14. Which of the following statements is true of sampling error?
a.
It occurs when the sample drawn from a population differs from the target population.
b.
It occurs when the selected sample is an imperfect representation of the overall population.
c.
It occurs when a sample somehow does not represent the target population.
d.
It occurs when there is a measured difference between the information desired and the information provided.
ANSWER:
c
15. A(n) _____ involves interviewing businesspeople at their offices concerning industrial products or services, a process
that is very expensive.
a.
apprentice interview
b.
executive interview
c.
mall intercept interview
d.
career fair interview
ANSWER:
b
16. Which of the following statements is true of nonprobability samples?
a.
In a nonprobability sample, the probability of selection of each sampling unit is not known.
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b.
Nonprobability samples are expensive.
c.
In a nonprobability sample, every element has a known statistical likelihood of being selected.
d.
Nonprobability samples cannot be used in marketing research.
ANSWER:
a
17. Identify a true statement about online focus groups.
a.
They incur high costs.
b.
They have narrow geographic scope.
c.
They are accessible.
d.
They have low participation rates.
ANSWER:
c
18. Which of the following best defines the term secondary data?
a.
It refers to data that has not been proven and is in the form of assumptions.
b.
It refers to raw data that has not been processed.
c.
It is data previously collected for any purpose other than the one at hand.
d.
It is data collected for the first time to solve a problem.
ANSWER:
c
19. In the context of marketing research projects, the research design specifies:
a.
how and when data will be gathered.
b.
which management decision problem needs to be solved.
c.
what modifications should to be made to the approved project budget.
d.
how employees are to be motivated.
ANSWER:
a
20. The main advantage of primary data is that they:
a.
are inexpensive to collect.
b.
can answer specific research questions that secondary data cannot answer.
c.
consist of data that are easily available to any interested party.
d.
are already processed and analyzed.
ANSWER:
b
21. The first step in the marketing research process is to:
a.
specify the sampling procedures to be followed.
b.
recognize a marketing problem or opportunity.
c.
collect primary data from available sources.
d.
prepare and present a report.
ANSWER:
b
22. Which of the statements is true of management decision problems?
a.
They are far less general than marketing research problems.
b.
They must be broadly defined if the research effort is to be successful.
c.
They tend to be much broader in scope than marketing research problems.
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d.
They tend to be information oriented.
ANSWER:
c
23. In the context of marketing research projects, which of the following statements is true of secondary data?
a.
They result in loss of time and money.
b.
They give detailed information that enables a researcher to assess quality.
c.
They refer to information collected for the first time.
d.
They suggest research methods needed for solving a problem.
ANSWER:
d
24. Which of the following statements is true of conducting internet surveys?
a.
They have lower response rates than traditional surveys.
b.
They require a considerable amount of time and effort to be conducted.
c.
They incur training, telecommunications, and management costs.
d.
They can be personalized for greater relevance to each respondent's situation.
ANSWER:
d
25. The diagnostic role of marketing research includes:
a.
gathering and presenting factual statements.
b.
predicting future changes in marketing requirements.
c.
explaining data.
d.
addressing "what if" questions.
ANSWER:
c
26. The _____ of marketing research is to address "what if" questions.
a.
predictive function
b.
diagnostic function
c.
prescriptive function
d.
descriptive function
ANSWER:
a
27. Gerrard, a manager at Zincod Clothing, organizes a survey to study the quality of the company's products. He instructs
the survey team to interview readily accessible customers who visit the outlets during weekdays. In the context of
nonprobability samples, Zincod Clothing is most likely using a _____ for its survey.
a.
convenience sample
b.
cluster sample
c.
stratified sample
d.
random sample
ANSWER:
a
28. In the context of the customer relationship management (CRM) cycle, which of the following steps should be carried
out once customer data are analyzed and transformed into usable information?
a.
The unprofitable customers must be identified.
b.
The information must be leveraged.
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c.
The relevant customer data must be captured.
d.
The customer data must be stored and integrated.
ANSWER:
b
29. _____ 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
ANSWER:
c
30. _____ is a research method that relies on people watching people, people watching an activity, machines watching
people, and machines watching an activity.
a.
Historical research
b.
Survey research
c.
Observation research
d.
Applied research
ANSWER:
c
31. The most important use of marketing research is that:
a.
it can help managers serve both current and future customers accurately and efficiently.
b.
it helps managers eliminate the use of big data for data analysis.
c.
it helps managers focus on quantity rather than quality of products.
d.
it can help managers ensure that secondary data does not influence marketing decisions.
ANSWER:
a
32. _____ is an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby
computers where each respondent reads questions off a computer screen and directly keys his or her answers into the
computer.
a.
Computer-assisted personal interviewing
b.
Computer-assisted telephone-interviewing
c.
Computer-assisted web-interviewing
d.
Computer-assisted self-interviewing
ANSWER:
d
33. The marketing managers of Havtol Inc., a food products company, created a dedicated software system to receive
customers' feedback on the company's latest products. The customers who log into the company's networking 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 most likely using a(n) _____.
a.
web survey system
b.
online panel provider
c.
web phishing system
d.
online focus group
ANSWER:
a
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34. In the context of the ever-changing marketplace, which of the following statements is true of marketing research?
a.
It does not allow managers to explore alternatives.
b.
It helps managers take advantage of opportunities in the market.
c.
It does not help managers serve future customers.
d.
It results in inaccurate forecast as the market place keeps changing.
ANSWER:
b
35. The most popular technique for gathering primary data is _____.
a.
survey research
b.
observation research
c.
ethnographic research
d.
experimental research
ANSWER:
a
36. Caroline, the manager of a jewelry store, conducts statewide market research and collects data on customer
preferences toward various jewelry items. Based on her findings, she has to create a forecast of the items that customers
are most likely to purchase. In this scenario, Caroline will most likely be performing the _____ of marketing research.
a.
prescriptive role
b.
predictive role
c.
descriptive role
d.
diagnostic role
ANSWER:
b
37. Which of the following is an example of an open-ended question?
a.
Would you consider adopting children?
b.
What do you think about the new ice-cream flavor?
c.
Have you tried the new ice-cream flavor?
d.
Do you want to have children?
ANSWER:
b
38. Which of the following is a difference between primary data and secondary data?
a.
Primary data are inexpensive to gather, while secondary data are expensive to gather.
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 are outdated, whereas secondary data are current and have known sources.
d.
Primary data are data that have been previously collected, while secondary data are data that have been
collected for the first time.
ANSWER:
b
39. Which of the following statements is true of online focus groups?
a.
They are cost-effective.
b.
They have narrow geographic scope.
c.
They are difficult to access.
d.
They have low participation rates.
Name:
Class:
Date:
Chapter 09: Marketing Research
ANSWER:
a
40. In the context of sampling procedures, a _____ is a sample in which every element in the population has a known
statistical likelihood of being selected.
a.
snowball sample
b.
probability sample
c.
judgment sample
d.
convenience sample
ANSWER:
b
41. Briefly discuss probability samples and nonprobability samples.
ANSWER:
Answers will vary. A firm can seldom take a census of all possible users of a new product, nor can they all
be interviewed. Therefore, a firm must select a sample of the group to be interviewed. A sample is a subset
from a larger population. A probability sample is a sample in which every element in the population has a
known statistical likelihood of being selected. Its most desirable feature is that scientific rules can be used to
ensure that the sample represents the population. Any sample in which little or no attempt is made to get a
representative cross section of the population can be considered a nonprobability sample. Nonprobability
samples are acceptable as long as the researcher understands their nonrepresentative nature. Because of their
lower cost, nonprobability samples are sometimes used in marketing research.
42. Briefly discuss web community research.
ANSWER:
Answers will vary. A web community is a carefully selected group of consumers who agree to participate in
an ongoing dialogue with a particular corporation. All community interaction takes place on a custom-
designed website. During the life of the community— which may last anywhere from six months to a year or
more—community members respond to questions posed by the corporation on a regular basis. In addition to
responding to the corporation's questions, community members talk to one another about topics that are of
interest to them.
43. Briefly discuss the impact of the ever-changing marketplace on marketing research.
ANSWER:
Answers will vary. Marketing research helps managers understand what is going on in the marketplace and
take advantage of opportunities. Now, with big data analytics, we can understand the marketing environment
like never before. Historically speaking, marketing research has been practiced for as long as marketing has
existed. The early Phoenicians carried out market demand studies as they traded in the various ports of the
Mediterranean Sea. Returning to the present, one of the hottest trends in technology today is the Internet of
Things (IoT). This term refers to everyday devices like refrigerators, toys, lightbulbs, and hot water heaters
connecting wirelessly to a network to improve their functionality.
44. Explain the importance of marketing research in marketing decision making.
ANSWER:
Answers will vary. Marketing research is the process of planning, collecting, and analyzing data relevant to a
marketing decision. The results of this analysis are then communicated to management. Thus, marketing
research is the function that links the consumer, customer, and public to the marketer through information.
Marketing research plays a key role in the marketing system. It provides decision makers with data on the
effectiveness of the current marketing mix and insights for necessary changes. Furthermore, marketing
research is a main data source for management information systems. In other words, the findings of a
marketing research project become data for management decision making.
45. What is competitive intelligence (CI)?
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decision-making intelligence when it has implications for the organization. For example, a primary
competitor may have plans to introduce a product with performance standards equal to those of the company
gathering the information but with a 15 percent cost advantage. The new product will reach the market in 8
months. This intelligence has important decision-making and policy consequences for management. CI and
environmental scanning combine to create marketing intelligence.
