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Name:
Class:
Date:
chapter 9
Indicate whether the statement is true or false.
1. The CRM system sends customer information to all areas of a business because the customer interacts with all aspects
of the business.
a.
True
b.
False
2. A sample is a method of gathering primary data in which the researcher alters one or more variables while observing
the effects of those alterations on another variable.
a.
True
b.
False
3. An open-ended question is a type of interview question in which the respondent is asked to make a selection from a
limited list of responses.
a.
True
b.
False
4. Secondary data refers to information collected for the first time.
a.
True
b.
False
5. Big data refers to the exponential growth in the volume, variety, and velocity of information and the development of
complex, new tools to analyze and create meaning from such data.
a.
True
b.
False
6. A sampling error is an error that occurs when there is a difference between the information desired by the researcher
and the information provided by the measurement process.
a.
True
b.
False
7. Marketing research dilutes the quality of decision-making.
a.
True
b.
False
8. Scanner-based research is the process of researching brain patterns and measuring certain physiological responses to
marketing stimuli.
a.
True
b.
False
9. Neuromarketing is a fresh attempt to better understand consumers’ responses to promotion and purchase motivations.
a.
True
b.
False
10. Online focus groups allow access to individuals who otherwise might be difficult to recruit.
a.
True
b.
False
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chapter 9
11. 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
12. Noncomputer sources are not valuable in gathering competitive intelligence (CI).
a.
True
b.
False
13. In customer relationship management, the use of big data analytics is limited to the collection of customer data.
a.
True
b.
False
14. When conducting research with online research communities, all community interaction takes place on a custom-
designed website.
a.
True
b.
False
15. A quota sample is a nonprobability sample in which the researcher finds a prescribed number of people in several
categories.
a.
True
b.
False
16. Computer-assisted self-interviewing is a type of survey that usually involves interviewing business people at their
offices concerning industrial products or services.
a.
True
b.
False
17. Often, secondary data sources give detailed information that would enable a researcher to assess their quality or
relevance.
a.
True
b.
False
18. 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
19. Competitive intelligence (CI) helps managers assess their competitors and their vendors and become more efficient
and effective competitors.
a.
True
b.
False
20. The first step in the customer relationship management (CRM) cycle is to identify a firm’s profitable and unprofitable
customers.
a.
True
b.
False
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chapter 9
21. Internet surveys are labor-intensive efforts incurring training, telecommunications, and management costs.
a.
True
b.
False
22. The diagnostic role of marketing research includes gathering and presenting factual statements.
a.
True
b.
False
Indicate the answer choice that best completes the statement or answers the question.
23. A(n) _____ involves interviewing business people at their offices concerning industrial products or services, a process
that is very expensive.
a.
sequential interview
b.
executive interview
c.
mall intercept interview
d.
trade show interview
24. When considering 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
25. When developing 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 be made to the approved project budget.
d.
how strategic planning is to be done.
26. Which of the following defines computer-assisted personal interviewing?
a.
Use of a specially designed phone room to conduct telephone interviews
b.
A type of survey that usually involves interviewing business people at their offices concerning industrial
products or services
c.
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
d.
An interviewing method in which the interviewer reads questions from a computer screen and enters the
respondent’s data directly into the computer
27. Which of the following indicates a research method that relies on four types of observation: people watching people,
people watching an activity, machines watching people, and machines watching an activity?
a.
Survey research
b.
Observation research
c.
Mall intercept interviews
d.
In-home personal interviews
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chapter 9
28. Which of the following roles of marketing research is concerned with gathering and presenting factual statements?
a.
Descriptive
b.
Diagnostic
c.
Predictive
d.
Both options a and b are correct.
29. Which of the following is correct about frame error?
a.
It is an error that occurs when a sample drawn from a population is similar to the target population.
b.
It is an error that occurs when the selected sample is an imperfect representation of the overall population.
c.
It is an error that occurs when a sample drawn from a population differs from the target population.
d.
It is an error that occurs when there is a difference between the information desired by the researcher and the
information provided by the measurement process.
30. Researchers posing as customers who gather observational data about a store are called ______________.
a.
mystery shoppers
b.
online shoppers
c.
observational shoppers
d.
online researchers
31. 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.
32. Which of the statements is true of management decision problems?
a.
They are far less general than marketing research problems.
b.
They must be narrowly focused if the research effort is to be successful.
c.
They tend to be much broader in scope than marketing research problems.
d.
They tend to be information oriented.
33. In 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 cannot help managers serve future customers.
d.
It results in inaccurate forecasts as the market place keeps changing.
34. Which of the following most accurately defines a probability sample?
a.
A sample in which every element in the population has a known statistical likelihood of being selected
b.
A sample arranged so that every element of the population has an equal chance of being selected as part of the
sample
c.
Any sample in which little or no attempt is made to get a representative cross section of the population
d.
A sample using respondents who are convenient or readily accessible to the researcher—for example,
employees, friends, or relatives
35. Gerrard, a manager at Zincod Clothing, organizes a survey to study the quality of the company’s products. He
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chapter 9
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
36. The main advantage of primary data is that it:
a.
is inexpensive to collect.
b.
can answer specific research questions that secondary data cannot answer.
c.
consists of data that iseasily available to any interested party.
d.
is already processed and analyzed.
37. Which of the following statements is true of online panel providers?
a.
They generally pre-recruit people who agree to participate in online market research surveys.
b.
They must have less than one 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.
38. _____________ is an error that occurs when there is a difference between the information desired by the researcher
and the information provided by the measurement process.
a.
Frame error
b.
Sample error
c.
Measurement error
d.
Random error
39. Which of the following is correct about social media monitoring?
a.
It is a form of observation marketing research that combines a consumer’s online activity with psychographic
and demographic profiles compiled in databases.
b.
It is the use of automated tools to monitor online buzz, chatter, and conversations.
c.
It is the study of human behavior in its natural context; involves observation of behavior and physical setting.
d.
It is a research method that relies on four types of observation: people watching people, people watching an
activity, machines watching people, and machines watching an activity.
40. Which of the following is the most popular technique for gathering primary data, in which a researcher interacts with
people to obtain facts, opinions, and attitudes?
a.
Survey research
b.
Secondary data research
c.
Applied research
d.
Quantitative research
41. ___________ refers to the exponential growth in the volume, variety, and velocity of information and the
development of complex, new tools to analyze and create meaning from such data.
a.
Secondary data
b.
Primary data
c.
Big data
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d.
Marketing data
42. Which of the following indicates advantages of using secondary data?
a.
Secondary data save time and money.
b.
Secondary data can aid in formulating the problem statement.
c.
Secondary data can pinpoint the kinds of people to approach and their locations and serve as a basis of
comparison for other data.
d.
All of the above are correct.
43. ____________ is an interview question that asks the respondent to make a selection from a limited list of responses.
a.
Open-ended question
b.
Closed-ended question
c.
Scaled-response question
d.
Focused research question
44. Compared to face-to-face focus groups, online focus groups _________________.
a.
incur higher costs.
b.
have a narrow geographic scope.
c.
access hard-to-recruit subjects.
d.
have low participation rates.
45. A closed-ended question designed to measure the intensity of a respondent’s answer is called __________.
a.
open-ended question
b.
observational research question
c.
focused research question
d.
scaled-response question
46. Which of the following expresses the role played by marketing research?
a.
Descriptive
b.
Diagnostic
c.
Predictive
d.
All of the above are correct.
47. ____________ is a type of survey that usually involves interviewing business people at their offices concerning
industrial products or services.
a.
An executive interview
b.
A mall intercept interview
c.
A computer-assisted self-interviewing
d.
A computer-assisted personal interviewing
48. Which of the following refers to a survey research method that involves interviewing people in the common areas of
shopping malls?
a.
An executive interview
b.
A computer-assisted self-interview
c.
A computer-assisted personal interview
d.
An intercept interview
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49. Which of the following is correct about cluster 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 gender or age), then random samples are
drawn from each group.
c.
The population is divided into mutually exclusive groups (such as geographic areas), then a random sample of
groups is selected.
d.
A list of the population is obtained—for example, all persons with a checking account at XYZ Bank—and a
skip interval is obtained by dividing the sample size by the population size.
50. Which of the following is an advantage of online focus groups?
a.
Better participation rates
b.
Cost-effectiveness
c.
Broad geographic scope
d.
All of the above
51. _____________ is a firm that specializes in interviewing respondents on a subcontracted basis.
a.
A marketing firm
b.
An operational firm
c.
A research firm
d.
A field service firm
52. Which of the following is a field of marketing that studies the body’s responses to marketing stimuli?
a.
Neuromarketing
b.
InfoScan
c.
Scanner-based research
d.
Marketing research
53. ____________ is an intelligence system that helps managers assess their competition and vendors to become more
efficient and effective competitors.
a.
Competitive intelligence
b.
Research intelligence
c.
Market intelligence
d.
Market research
54. Which of the following specifies which research questions must be answered, how and when the data will be gathered,
and how the data will be analyzed?
a.
Research design
b.
Marketing research objective
c.
Management research objective
d.
Primary data
55. Which of the following refers to the study of human behavior in its natural context, and involves observation of
behavior and physical setting?
a.
Historical research
b.
Survey research
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chapter 9
c.
Observation research
d.
Ethnographic research
56. 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.
57. Which of the following traditional forms of survey research is the most expensive?
a.
Executive interviews
b.
Mall intercept interviews
c.
Trade show interviews
d.
Telephone Interviewss
58. 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.
59. _____________ is a specific system for gathering information from a single group of respondents by continuously
monitoring the advertising, promotion, and pricing they are exposed to and the things they buy.
a.
Scanner-based research
b.
Evidence-based research
c.
Observational research
d.
Marketing research
60. _____ 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.
Online research communities
b.
An online focus group
c.
Scanner-based research
d.
A Web survey system
61. Caroline, the manager of a jewelry store, conducts statewide market research and collects data on customer
preferences for 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
62. 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.
b.
Nonprobability samples are expensive.
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c.
In a nonprobability sample, every element has a known statistical likelihood of being selected.
d.
Nonprobability samples cannot be used in marketing research.
63. _________ refers to data previously collected for any purpose other than the one at hand.
a.
Secondary data
b.
Primary data
c.
Marketing research
d.
Management research objective
64. Company websites, annual reports, reports to stockholders, blogs, YouTube videos, and social media posts are
examples of ___________.
a.
secondary data
b.
primary data
c.
tertiary data
d.
marketing research
65. Which of the following defines the specific information needed to solve a marketing research problem that will
provide insightful decision-making information?
a.
The marketing research problem
b.
The management decision problem
c.
The marketing research objective
d.
Secondary data
66. Which of the following best defines the term secondary data?
a.
It refers to data that have not been proven and is in the form of assumptions.
b.
It refers to raw data that have not been processed.
c.
It is data previously collected for any purpose other than the one at hand.
d.
It is data to be collected for the first time to solve a problem.
67. The first step in the marketing research process is to
a.
specify the sampling procedures to be followed.
b.
collect primary data from available sources.
c.
prepare and present a report.
d.
recognize a marketing problem or opportunity.
68. Which of the following is a characteristic of snowball sample?
a.
The researcher selects the easiest population members from which to obtain information.
b.
The researcher’s selection criteria are based on personal judgment that the elements (persons) chosen will
likely give accurate information.
c.
The researcher finds a prescribed number of people in several categories.
d.
Additional respondents are selected on the basis of referrals from the initial respondents.
69. _____________ refers to determining what information is needed and how that information can be obtained efficiently
and effectively.
a.
The management decision problem
b.
The marketing research objective
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c.
Secondary data
d.
The marketing research problem
70. 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 do not influence marketing decisions.
71. The _____ of marketing research is to address “what if” questions.
a.
predictive function
b.
diagnostic function
c.
prescriptive function
d.
descriptive function
72. Which of the following is the first step that a company must follow in order to initiate the CRM cycle?
a.
Identify its best customers
b.
Identify customer relationships with the organization
c.
Capture releant customer data from interactions
d.
Understand the interactions with its current customer base
73. The process of planning, collecting, and analyzing data relevant to a marketing decision is called ___________.
a.
marketing research
b.
marketing research findings
c.
marketing plan
d.
marketing research objective
74. ______________ is a form of observation marketing research that combines a consumer’s online activity with
psychographic and demographic profiles compiled in databases.
a.
Behavioral targeting
b.
Observation targeting
c.
Ethnographic research
d.
Survey research
75. 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?
76. _____________ is a method of gathering primary data in which the researcher alters one or more variables while
observing the effects of those alterations on another variable.
a.
An experiment
b.
A sample
c.
A survey
d.
Research
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77. Which of the following statements is true of sampling error?
a.
It occurs when the sample drawn from a population is the same as 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.
78. Which of the following is a difference between primary data and secondary data?
a.
Primary data is inexpensive to gather, while secondary data is expensive to gather.
b.
Primary data can be maintained in secrecy, while secondary data is usually available to all interested parties
for relatively small fees or free.
c.
Primary data is outdated, whereas secondary data is current and has known sources.
d.
Primary data is data that has been previously collected, while secondary data is data that is collected for the
first time.
79. ________________ is a form of nonprobability sample using respondents who are convenient or readily accessible to
the researcher—for example, employees, friends, or relatives.
a.
A random sample
b.
A convenience sample
c.
A probability sample
d.
A measurement sample
80. Which of the following is the first step in the marketing research process?
a.
Plan the research design and gather secondary data.
b.
Identify and formulate the problem/opportunity.
c.
Analyze the data.
d.
Specify the sampling procedures.
81. _____ 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
82. A(n) ______________ consists of 7 to 10 people who participate in a group discussion led by a moderator.
a.
focus group
b.
interview group
c.
research group
d.
secondary data group
83. ___________ 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.
A mall intercept interview
b.
An executive interview
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c.
A computer-assisted self-interview
d.
A computer-assisted personal interview
84. The most popular technique for gathering primary data is _____.
a.
survey research
b.
observation research
c.
ethnographic research
d.
experimental research
85. 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. Customers who log into the company’s networking site are
directed to a page where they can 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
86. In the customer relationship management (CRM) cycle, which step should be carried out once customer data is
analyzed and transformed into usable information?
a.
The unprofitable customers must be identified.
b.
The information must be leveraged.
c.
The relevant customer data must be captured.
d.
The customer data must be stored and integrated.
87. ______________ is a method of analyzing data that lets the analyst look at the responses to one question in relation to
the responses to one or more other questions.
a.
Cross-tabulation
b.
Field service
c.
Snowball sampling
d.
Convenience sampling
88. 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.
89. A broad-based problem that uses marketing research to help managers take effective actions is called the _________.
a.
marketing research problem
b.
management decision problem
c.
management research
d.
marketing research objective
90. When conducting marketing research projects, which of the following statements is true of secondary data?
a.
It can result in loss of time and money.
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b.
It doesn’t provide detailed information to the researcher to help him make decisions.
c.
It refers to information collected for the first time.
d.
It can suggest research methods needed for solving a problem.
91. _____________ is information that is collected for the first time; used for solving the particular problem under
investigation.
a.
Primary data
b.
Secondary data
c.
Big data
d.
Marketing data
92. Which of the following indicates the management uses of marketing research?
a.
It improves the quality of decision-making.
b.
It provides already existing data that pinpoints the kinds of people to approach and their locations.
c.
It can aid in formulating the problem statement.
d.
It creates a mismatch between the researcher’s unique problem and the purpose for which the research were
originally gathered.
93. Which of the following is NOT correct about big data?
a.
Big data is the exponential growth in the volume and variety of information.
b.
Advanced big data databases don’t allow the analysis of unstructured data.
c.
Big data is gathered both online and offline.
d.
Big data tool sets allow companies to catalog customer attributes and analyze the characteristics they have in
common.
94. Discuss how the ever-changing marketplace influences marketing research and include examples.
95. Discuss what is meant by sampling when conducting market research. Identify the two categories of samples, and
provide examples of different types of samples from each category.
96. Explain the roles of marketing research and its importance in making marketing decisions.
97. What is competitive intelligence (CI)? Discuss how it helps managers and how it is used.
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Answer Key
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