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61) Redrunners Inc., a manufacturer of sports merchandise, is gathering customer opinions about
the firm's new sports shoe line. A team of researchers in the company invited 8 regular customers
to talk about the new line of shoes, asking why they chose to buy the shoe and what they disliked
most about its design. A moderator was present to monitor the discussion. Which of the
following types of contact methods has Redrunners used in this instance?
A) individual interviewing
B) mail questionnaire
C) group interviewing
D) mass survey
E) mall intercept
62) Which of the following is an example of an open-end question?
A) How is voting going to help the nation?
B) Do you like driving on the highway?
C) How many children do you have?
D) Would you like to try a sample?
E) Are your friends in town?
63) Which of the following is most likely a disadvantage of focus group interviewing?
A) Focus group interviewing does not connect secondary data with primary data.
B) Focus group interviewing is less flexible compared to mail questionnaires.
C) Consumers in focus groups are always open and honest about their real feelings, behaviors,
and intentions in front of other people.
D) Focus group interviewing involves small samples to keep time and costs down, which makes
it hard to generalize from the results.
E) The moderator in a focus group interview has poor control over the group of respondents.
64) Which of the following questions is an example of a closed-end question?
A) Why do you think some people are more comfortable taking risks than others?
B) How can I improve my presentation skills?
C) Why do you think a single vote makes a difference?
D) Would you like to try our new ice cream flavor?
E) What is the best way to prevent weeds in a garden?
65) To overcome problems in focus group interviewing, some companies employ small groups
of consumers who interact directly and informally with product designers without a focus group
moderator present. Such groups are known as ________.
A) dyads
B) consumer guilds
C) virtual communities
D) immersion groups
E) primary groups
66) Which of the following is true about Internet-based survey research?
A) The effectiveness of Internet-based survey research is invariably affected by the interviewer's
bias.
B) Internet-based survey research is less flexible compared to mail questionnaires.
C) Internet-based survey research is characterized by high speed and low costs.
D) Typically, the quantity of data gathered in Internet-based survey research is low.
E) The response rate of Internet-based survey research is lower than that of mail questionnaires.
67) Which of the following is a disadvantage of online focus groups?
A) Responses are not instantaneous.
B) Controlling the online sample is difficult.
C) Results take a long time to tabulate and analyze.
D) Facility, technology, and travel costs are very high.
E) Researchers are unable to view the sessions in real-time.
68) A(n) ________ is a segment of the population selected for marketing research to represent
the population as a whole.
A) dyad
B) immersion group
C) primary group
D) sample
E) triad
69) In a simple random sample, ________.
A) every member of the population has a known and equal chance of selection
B) the population is divided into mutually exclusive groups (such as blocks), and the researcher
draws a sample of the groups to interview
C) the researcher selects the easiest population members from which to obtain information
D) the population is divided into mutually exclusive groups and random samples are drawn from
each group
E) the researcher finds and interviews a prescribed number of people in each of several
categories
70) Which of the following refers to a probability sample in which the population is divided into
mutually exclusive groups (such as blocks), and the researcher draws a sample of the groups to
interview?
A) quota sample
B) judgment sample
C) cluster sample
D) stratified random sample
E) simple random sample
71) Which of the following refers to a nonprobability sample in which the researcher selects the
easiest population members from which to obtain information?
A) quota sample
B) judgment sample
C) convenience sample
D) stratified random sample
E) simple random sample
72) Which of the following refers to a nonprobability sample in which the researcher uses his or
her evaluation techniques to select population members who are good prospects for accurate
information?
A) quota sample
B) judgment sample
C) convenience sample
D) stratified random sample
E) simple random sample
73) Which of the following refers to a nonprobability sample in which the researcher finds and
interviews a prescribed number of people in each of several categories?
A) quota sample
B) judgment sample
C) convenience sample
D) stratified random sample
E) simple random sample
74) In collecting primary data, marketing researchers have a choice of two main research
instruments, ________.
A) reference books and journals
B) questionnaires and mechanical devices
C) social networks and internal databases
D) commercial online databases and search engines
E) open-source directories and blogs
75) While creating research questionnaires, researchers must particularly avoid the use of
________.
A) biased phrasing
B) simple language
C) closed-end questions
D) logical question arrangement
E) open-end questions
76) ________ refers to the measurement of brain activity to learn how consumers feel and
respond.
A) Biometrics
B) Demographics
C) Sampling
D) Neuromarketing
E) Psychographics
77) After a research instrument is selected, the next step in the marketing research process is to
________.
A) select a sampling method
B) interpret the research findings
C) implement the research plan
D) evaluate alternatives
E) select a research approach
78) Customer relationship management (CRM) helps ________.
A) firms monitor and minimize employee turnover
B) customers manage information about different sellers in the market
C) firms manage customer touch points to maximize customer loyalty
D) customers locate the best deals in the market
E) firms create artificial demand in the market
79) Customer information is buried deep in the separate databases and records of different
company departments. To overcome such problems, many companies are now turning to
________ to manage detailed information about individual customers.
A) neuromarketing
B) customer needs marketing
C) customer relationship management
D) ethnographic research
E) netnography research
80) Which of the following is true about customer relationship management (CRM)?
A) Data mining has limited applicability in CRM activities.
B) Sophisticated analytical tools are sparingly used in CRM activities.
C) CRM reduces the number of customer touch points.
D) CRM aims to maximize customer loyalty.
E) CRM enables firms to compare various product and service categories.
81) What is the purpose of a data warehouse?
A) to obtain secondary data and integrate it with primary data
B) to gather and integrate data in a central, accessible location
C) to interpret the meaning of the data obtained
D) to prevent the theft of customer data
E) to identify and discard outdated data
82) In CRM, ________ techniques are used to sort through data and locate useful findings about
customers.
A) data warehousing
B) data mining
C) niche marketing
D) data conservancy
E) mass marketing
83) A successful CRM program is expected to help a company achieve all of the following
EXCEPT ________.
A) provide higher levels of customer service
B) develop deeper customer relationships
C) create offers tailored to meet specific customer requirements
D) understand the competition better
E) pin-point high value customers and cross-sell products
84) Ralph Goldsmith works for Zenith Inc., a leading cosmetic company based in Illinois. At
Zenith, Ralph's primary responsibility revolves around digging deeply into customer data to gain
valuable insights about customer needs, motives, and attitudes. This data is, in turn, used by
Zenith to personalize its customers' shopping experiences. Ralph's position at Zenith requires
him to focus primarily on ________.
A) customer sales
B) human resource management
C) risk assessment
D) financial analysis
E) customer relationship management
85) Joe Kerry, owner of a small bakery, wants to obtain marketing insights to improve his
business. Joe has a limited budget and would like to gather free secondary data. What is the best
option for Joe?
A) mail questionnaires
B) focus group interviews
C) Internet search engines
D) personal interviews
E) commercial online databases
86) Often, international researchers must collect their own primary data because ________.
A) reliable secondary data is both scarce and difficult to find
B) information from commercial online databases is unreliable
C) it is cheaper to obtain primary data than secondary data
D) it is easier to obtain primary data than secondary data
E) it is illegal in some countries to track customer data
87) For international researchers, ________ is the most obvious obstacle.
A) language
B) technology
C) infrastructure
D) motivation
E) political risk
88) Which of the following is true with regard to problems faced by international researchers?
A) Translation of questionnaires increases research costs and risks of error.
B) Erratic purchasing patterns limit data reliability and validity.
C) More often than not, cultural differences enrich research findings.
D) Diverse markets always yield conflicting data.
E) The primary data obtained by international researchers are almost always error prone.
89) Which of the following is most likely true about international research?
A) The availability of good secondary data makes international research rewarding.
B) The costs of conducting international research are much higher than the benefits offered.
C) Technology enables customer responses to be translated quickly and accurately.
D) Costly international research is necessary if firms want to succeed in foreign markets.
E) Interpretations of data are fairly consistent among different countries.
90) Consumers who mistrust marketing research are more likely to ________.
A) consider marketing research initiatives as genuine endeavors aimed at heightening customer
satisfaction
B) believe that marketers rarely use personal data to manipulate consumer behavior
C) believe that the misuse of research findings is highly unlikely
D) consider marketing research efforts, such as interviewing, intrusions on consumer privacy
E) feel positive about being personally interviewed by marketers
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Copyright © 2014 Pearson Education, Inc.
91) While collecting sensitive customer data, market researchers should adhere to all of the
following guidelines EXCEPT ________.
A) asking only for the information needed
B) using information responsibly to provide value
C) providing respondents with the research firm's contact information
D) sharing information without the customer's authorization
E) explaining to respondents how the information will be used
92) In a company, the job of a chief privacy officer (CPO) is to ________.
A) ensure timely product deliveries
B) detect patent infringements and copyright violations
C) safeguard the privacy of a firm's customers
D) engage in niche marketing
E) safeguard the privacy of senior executives
Refer to the scenario below to answer the following questions.
Jason West, owner of A1 Cleaning, started his enterprise in 2001. Jason's primary focus had been
on office cleaning for large corporations. But in recent months, Jason has seen a decline in
demand for his office cleaning services. Surprisingly, the competitive environment appeared
relatively stable with no new competitors. However, Jason knew that office cleaning was a high-
frequency service that is usually performed daily; therefore, competitors must have been doing
something to attract his customers. Building a competitive advantage seemed to be the only
option to offset competition. But as Jason pondered over his dilemma, he realized that prior to
building his competitive advantage he needed to better understand how customers assessed
service quality and what they look for in a superior cleaning service.
Jason developed a research plan. First, he gathered information about his competitors, primarily
through pamphlets and Web sites, as well as through a few phone calls in order to find out
exactly what the competitors offered in their cleaning packages. In addition, Jason obtained from
the Chamber of Commerce an updated list of local corporations. He planned on sending written
questionnaires to them.
Though the list of corporations contained 141 local company names, Jason chose to survey 75 of
them. To better understand customer service expectations between both small and large
corporations, Jason divided his surveys into two categories. The survey questions were designed
to extract specific data from respondents with regard to service quality expectations in
correlation to service frequency and price.
Jason awaited the results. Though his primary focus had been on large corporations, he was
flexible and would aim his efforts differently if needed.
93) In this scenario, which of the following is an example of primary data?
A) list of corporations obtained from the Chamber of Commerce
B) information obtained from competitors' pamphlets
C) data obtained from the surveys conducted in the 75 companies
D) information obtained from the Internet about current market trends
E) data obtained from competitors' Web sites
94) In this scenario, which of the following is representative of competitive marketing
intelligence?
A) formulating a research plan
B) collecting data about competitors
C) sending mail questionnaires to focus groups
D) creating competitive advantage
E) consolidating core competencies
95) Of the 141 companies on the list, Jason chose to survey only 75 of them. He sent surveys to
both small as well as large companies. If Jason selected survey recipients randomly from two
mutually exclusive groups comprising of small and large companies respectively, he most likely
used a ________.
A) simple random sample
B) judgment sample
C) convenience sample
D) stratified random sample
E) quota sample
96) With the recent explosion of information technologies, companies are finding it difficult to
generate marketing information in great quantities.
97) The real value of marketing research lies in the customer insights that it provides.
