113) Open-ended questions are especially useful in exploratory research.
114) The first question in a questionnaire should be intentionally difficult and complicated in
order to weed out uninterested respondents.
115) Neuromarketing involves measuring brain activity to learn how consumers feel and
respond.
116) What are the steps of the marketing research process? How do companies conduct
research?
117) Briefly compare the different types of research approaches for gathering primary data.
118) Identify three ways that companies can collect secondary data.
119) Describe the major contact methods used to collect information from respondents in
market research.
120) Describe the three decisions involved in designing a sample.
121) Compare and contrast closed-ended questions and open-ended questions for gathering
data.
122) Briefly explain why marketers need marketing research in addition to competitive
marketing intelligence.
123) What type of research would be the most useful to determine if a 20-percent decrease in
price for a high-end sedan would result in an increase in purchases sufficient to offset the
reduced price? Why?
124) Why is it important for managers to define the problem and establish research objectives?
125) How do primary data differ from secondary data?
126) List two benefits of using secondary data.
127) What is observational research and when is it used?
128) What are some of the limitations of observational research?
129) What is experimental research and when is it used?
130) How can researchers and managers arrive at the best interpretation of research findings?
131) The fourth step in gathering insights into the marketplace and customers is ________.
A) assessing marketing information needs
B) developing marketing information
C) performing marketing research
D) analyzing and using marketing information
E) preparing reports for marketing management
132) 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
133) Customer information is often buried deep in 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
134) Customer relationship management integrates everything that a company’s sales, service,
and ________ teams know about individual customers.
A) management
B) marketing
C) manufacturing
D) engineering
E) accounting
135) 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.
136) What is the purpose of marketing analytics?
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 data obtained
D) to prevent the theft of customer data
E) to identify and discard outdated data
137) In CRM, ________ techniques are used to sort through data and locate useful findings
about customers.
A) data warehousing
B) marketing analytics
C) niche marketing
D) data conservancy
E) mass marketing
138) 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) pinpoint high-value customers and cross-sell products
139) 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
140) For marketing information to have value, it must be available to decision makers. This
may include non-routine information for special situations. Companies frequently use
________ in these instances.
A) e-mail messages
B) computer extranets
C) company intranet and internal CRM systems
D) scanned documents and faxes
E) video conferences
141) Customer touch points include customer purchases, satisfaction surveys, credit and
payment interactions, sales force contacts, and service and support calls.
142) Customer relationship management helps manage detailed information about individual
customers and maximize customer loyalty.
143) An obvious disadvantage of using customer relationship management is its ineffectiveness
in pinpointing high-value customers.
144) How can a company manage information on specific customers more effectively?
145) What is the most common CRM mistake?
146) 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
147) Which of the following is least likely to be a tool used by small businesses?
A) observation of customers and potential customers
B) online product and service review sites
C) purchasing data from Nielsen or U.S. Yankelovich MONITOR
D) informal surveys using small convenience samples
E) competitor and customer web, mobile, and social media sites
148) 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
149) For international researchers, ________ is the most obvious obstacle.
A) language
B) technology
C) infrastructure
D) motivation
E) political risk
150) 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.
151) 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.
152) 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
153) 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
154) In a company, the job of a chief privacy officer 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
155) Small businesses and not-for-profit organizations can collect a significant amount of
information at very little cost by researching online. They can also use observation and
informal surveys effectively.
156) For international researchers, language is a primary obstacle.
157) Most major companies have now appointed a chief privacy officer (CPO), whose job is to
safeguard the privacy of the companies in the international business environment.
158) Discuss how small businesses and not-for-profit organizations can obtain market insights
economically.
159) Explain the common problems that international marketing researchers encounter.
160) Why do some consumers resent marketing research?