Chapter 4 Managing Marketing Information to Gain Customer Insights

1) With the recent explosion of information technologies, ________.

A) most marketing managers are overloaded with data and often overwhelmed by it
B) most marketing managers are concerned solely about the duplication of content
C) companies have ceased to feel the need for marketing information systems
D) companies have ceased to maintain internal databases
E) it has become more difficult and expensive to obtain primary data

2) Brad works with a reputed retailer and leads a team that collects market information from a
wide variety of sources ranging from marketing research studies to monitoring online
conversations where consumers discuss Brad's firm or its products. Brad's team uses this
information to arrive at a better understanding of consumer behavior and their buying motives.
This, in turn, allows Brad's firm to successfully generate more value for consumers. Brad leads the
________ team.
A) product development
B) strategy implementation
C) human resource
D) customer relationship management
E) customer insights

3) A(n) ________ consists of people and procedures dedicated to assessing information needs,
developing the needed information, and helping decision makers use the information to generate
and validate actionable customer and market insights.
A) enterprise planning system
B) enterprise information system
C) marketing information system
D) corporate performance management
E) geographic information system

4) An MIS is used to ________.

A) generate product interest
B) develop marketing plans
C) identify demographic trends
D) assess information needs
E) test hypotheses about cause-and-effect relationships

5) An MIS user should most likely be able to ________.

A) implement new technology
B) increase order requests
C) develop customer insights
D) analyze employee turnover
E) establish short-term objectives

6) The market researchers at HoneyCamp Foods gather daily sales data and sort it by product line
and region. With the help of sophisticated tools and techniques, they develop the data needed by
marketing managers to evaluate the market share of the company's different products and also to
gain valuable market insights. This mix of people and procedures at HoneyCamp Foods that
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generate actionable marketing insights represents a(n) ________.
A) enterprise planning system
B) product mix
C) strategic planning system
D) marketing information system
E) business portfolio

7) Kei, a senior marketing manager of a pizzeria in North Florida, is currently researching

electronic collections of consumer information within the company network to arrive at crucial
marketing decisions. In this instance, Kei is using ________.
A) ethnographic research
B) internal databases
C) descriptive research
D) data warehouses
E) causal research

8) Information in a company's database can come from many sources. An advantage of harnessing
such information is to ________.
A) eliminate employee turnover
B) achieve a high degree of employee empowerment
C) gain competitive advantage
D) gain access to mass markets
E) eliminate resource dependency

9) Which of the following is an advantage of using an internal database?

A) Data always remains current in internal databases.
B) Highly sophisticated equipment and techniques are not required for maintaining internal
databases.
C) Internal databases can be accessed more quickly and cheaply than other information sources.
D) Internal databases require less maintenance efforts.
E) Information obtained from internal databases is almost always sufficient for making marketing
decisions.

10) Which of the following is a disadvantage of using information from internal databases?
A) Obtaining information from internal databases is both time-consuming as well as expensive.
B) It is not possible to verify information obtained from internal databases.
C) Using information from internal databases leads to biased research findings.
D) Internal information may be incomplete or in the wrong form for making marketing decisions.
E) Internal databases do not support highly sophisticated technologies that make it difficult to store
large volumes of data.

11) ________ is the systematic collection and analysis of publicly available information about
consumers, competitors, and developments in the marketing environment.
A) Data warehousing
B) Competitive marketing intelligence
C) SWOT analysis
D) Ethnographic research
E) Customer relationship management
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12) The marketing department of a reputed firm wants to improve strategic decision making, track
the actions of other players in the market, and provide early warning of opportunities and threats.
Which of the following would help the firm achieve its objectives?
A) ethnographic research
B) strategic planning
C) data warehousing
D) competitive marketing intelligence
E) customer relationship management

13) Which of the following statements is true regarding competitive marketing intelligence?
A) The advantage of using competitive marketing intelligence is negligible.
B) The goal of competitive marketing intelligence is to improve recruiting efforts.
C) Competitive marketing intelligence relies upon costly internal databases.
D) Competitive marketing intelligence relies upon publicly available information.
E) Companies using competitive marketing intelligence routinely ignore consumers' online
chatter.

14) Which of the following refers to a marketing intelligence technique?

A) interviewing customers randomly
B) increasing the annual budget for R&D
C) investing heavily in primary research
D) implementing product diversification
E) benchmarking competitors' products

15) Firms use competitive marketing intelligence to ________.

A) create and sustain market monopolies
B) counter the adverse effects of organizational anarchy
C) perpetuate organizational learning
D) gain early warnings of competitor moves and strategies
E) strengthen weak ties with industry competitors

16) ________ is the systematic design, collection, analysis, and reporting of data relevant to a
specific marketing situation facing an organization.
A) Product marketing
B) Strategic planning
C) Marketing research
D) Market segmentation
E) Causal research

17) Which of the following is true with regard to marketing research?

A) The marketing research process depends primarily on sophisticated internal databases.
B) The marketing research process requires assessing macroeconomic forces.
C) Marketing research gives marketers insights into customer motivations.
D) Marketing research eliminates the need for a SWOT analysis.
E) Marketing research is a simple two-step process.

18) Which of the following is the first step in the marketing research process?
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A) developing a marketing information system
B) defining the problem and objectives of the study
C) developing the research plan
D) implementing the research plan
E) interpreting and reporting the findings

19) Which of the following is the final step of the marketing research process?
A) developing the research plan
B) implementing the research plan
C) interpreting and reporting the findings
D) selecting a research agency
E) defining the research objectives

20) The objective of causal research is to ________.

A) test hypotheses about cause-and-effect relationships
B) gather preliminary information that will help suggest hypotheses
C) describe things, such as the market potential for a product
D) assign a cause to a seemingly random event
E) predict the effect of a random event on unrelated entities

21) In ________ research, the objective is to gather preliminary information that will help define
the problem and suggest hypotheses.
A) exploratory
B) statistical
C) causal
D) analytic
E) descriptive

22) Akira Takano, a marketing manager, is about to test the hypothesis that the sale of a particular
product will increase exponentially if there is a $5 drop in the selling price of the product. Akira
is involved in ________ research.
A) exploratory
B) descriptive
C) causal
D) constructive
E) ethnographic

23) Which of the following types of research would be best suited for understanding the attitudes
of consumers who buy a particular brand of soft drink?
A) internal research
B) descriptive research
C) causal research
D) exploratory research
E) demographic research

24) Beth Williams works for a marketing research company in Chicago. Her current research
involves finding the market potential for a client's new line of sports apparel. Given her objective,
which of the following types of research is the most suitable for Beth?
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A) causal research
B) constructive research
C) statistical research
D) descriptive research
E) exploratory research

25) The research plan ________.

A) provides comprehensive marketing intelligence about competitors
B) outlines sources of existing data and spells out the specific research approaches
C) does not include sampling plans
D) does not include contact methods
E) precedes the definition of research objectives

26) Secondary data consist of ________.

A) information collected for the specific purpose at hand
B) data that does not age
C) information that already exists somewhere, having been collected for another purpose
D) information collected from conducting personal, in-depth interviews
E) data that is unreliable and unsuitable for the purpose of making marketing decisions

27) Primary data consist of ________.

A) data that does not age
B) data obtained from the public domain
C) information collected for the specific purpose at hand
D) information that already exists somewhere, having been collected for another purpose
E) information that is the least expensive and the easiest to obtain

28) Information collected from Internet search engines is an example of ________ data.
A) primary
B) secondary
C) binary
D) low-level
E) disposable

29) Commercial online databases are rich sources for obtaining ________.
A) primary data
B) secondary data
C) customer insights
D) low-level data
E) binary data

30) Which of the following is a valid source of secondary data?

A) personal letters and correspondence
B) Internet search engines
C) ethnographic research
D) direct surveys
E) interviews

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31) Which of the following is true with regard to gathering secondary data?
A) Gathering secondary data involves costly fees to government agencies.
B) Commercial online databases contain primary rather than secondary data.
C) Internet search engines can be useful sources of relevant secondary data.
D) It is illegal for firms to purchase secondary data from outside suppliers.
E) Secondary data eliminates the need for primary data in most cases.

32) Which of the following is true about secondary data?

A) It is always current and, unlike primary data, it does not have to be updated.
B) Unlike primary data, it can be obtained by using direct surveys and questionnaires by the
company.
C) It cannot provide extra information a company is looking for.
D) It can be obtained more quickly and at a lower cost than primary data.
E) It requires more effort compared to gathering primary data.

33) Which of the following is a disadvantage of using secondary data?

A) Secondary data is generally not appropriate for consumer products.
B) Collecting secondary data is time consuming.
C) Few sources exist for secondary data.
D) Gathering secondary data is costly.
E) Relevant secondary data can be difficult to locate.

34) A company sent a trained observer to watch and interact with consumers in their natural
environments in order to gain deeper insights on consumer needs. This is an example of ________.
A) viral marketing
B) survey research
C) ethnographic research
D) experimental research
E) niche marketing

35) ________ involves gathering primary data by closely examining relevant people, actions, and
situations.
A) Observational research
B) Survey research
C) Telephone interviewing
D) Causal research
E) Group interviewing

36) ________, a form of observational research, involves sending observers to watch and interact
with consumers in their natural environments.
A) Group interviewing
B) Ethnographic research
C) Survey research
D) Experimental research
E) Causal research

37) Which of the following is true of ethnographic research?

A) It is a type of experimental research that involves evaluating group responses.
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B) It involves sending observers to watch and interact with consumers in their natural
environments.
C) It is a traditional quantitative research approach.
D) Information used in this mode of research is mainly derived from secondary data sources.
E) It is a form of survey research.

38) Observation is best suited for ________ research.

A) exploratory
B) constructive
C) experimental
D) descriptive
E) survey

39) While looking for ideas on how to craft a user-friendly dishwasher, the designers of a
dishwasher-manufacturing company spent 10 days observing people as they used their
dishwashers in their homes. In this instance, the designers were conducting a(n) ________.
A) survey research
B) experimental research
C) quantitative marketing research
D) ethnographic research
E) causal research

40) ________ research involves observing customers in a natural context on the Internet.
A) Causal
B) Netnography
C) Survey
D) Ethnographic
E) Geomarketing

41) ________ involves gathering primary data by asking people questions about their knowledge,
attitudes, preferences, or buying behavior. It is the most widely used method for primary data
collection.
A) Experimental research
B) Causal research
C) Ethnographic research
D) Survey research
E) Exploratory research

42) Which of the following is true about survey research?

A) It involves sending observers to watch and interact with consumers in their natural
environments.
B) It is best suited for gathering causal information.
C) It involves selecting matched groups of subjects, giving them different treatments, controlling
related factors, and checking for differences in group responses.
D) The level of flexibility in survey research is lower than most other research methodologies.
E) Survey research is the most widely used method for primary data collection.

43) Juanita Petino, a nutritionist, decided to test the effects of two breakfast cereals, Kinglo and
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Loopy, on different consumer groups. For the purpose of her study, she divided 20 volunteers into
two groups and asked the members of one group to have Kinglo cereal and the members of the
other group to have Loopy cereal for breakfast. She decided to compare the responses of the
volunteers after a week to gain deeper insights into consumer attitude. In this instance, Juanita is
using ________.
A) niche marketing
B) experimental research
C) product differentiation
D) ethnographic research
E) viral marketing

44) Which of the following is most likely an advantage of survey research?

A) The flexibility of survey research is high; it can be used to obtain many different kinds of
information in many different situations.
B) Survey research allows researchers to observe respondents closely in their natural
environments.
C) The chances of getting dishonest feedback are almost negligible with survey research.
D) The attitudes and motives of the customers can be easily determined through survey research.
E) The data gathered in survey research is impartial and free from bias as the surveys are done in-
person to evaluate consumer behavior.

45) ________ refers to gathering primary data by selecting matched groups of subjects, giving
them different treatments, controlling related factors, and checking for differences in group
responses.
A) Experimental research
B) Constructive research
C) Observational research
D) Survey research
E) Descriptive research

46) Experimental research is best suited for gathering ________ information.

A) exploratory
B) causal
C) random
D) unstructured
E) descriptive

47) Kinger Burgers came out with a new hamburger and, before including it into its main menu,
released it in two different cities with two different prices. The marketers at Kinger Burgers then
analyzed the different levels of purchase made at these two different places, planning to use the
information to help them set a nationwide price for the new offering. This is an example of
________.
A) ethnographic research
B) descriptive research
C) DIY research
D) experimental research
E) survey research

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48) Which of the following is true with regard to mail questionnaires?
A) The response rate of mail questionnaires is often very low.
B) Mail questionnaires are highly flexible.
C) The researcher has maximum control over the mail questionnaire sample.
D) Mail questionnaires are unsuitable for collecting large amounts of information about
respondents.
E) Respondents always provide honest answers to personal questions on mail questionnaires.

49) Maria Ramirez is conducting research to determine consumers' personal grooming habits.
Because of the personal nature of many of the survey questions, Maria wants to select the contact
method that is most likely to encourage respondents to answer honestly and that will allow her to
easily collect large amounts of data. Which of the following is best suited to meet Maria's
requirements?
A) mail questionnaires
B) telephone interviews
C) individual interviews
D) focus group interviews
E) immersion group discussions

50) Which of the following contact methods is the most cost-effective?

A) telephone interviews
B) individual interviews
C) in-depth interviews
D) online surveys
E) group interviews

51) Loft Industries sells roof trusses to contractors and builders and is currently looking for honest
feedback on its services. However, in the past, most of its efforts to procure feedback from
customers did not yield any meaningful data. According to the marketing managers of Loft
Industries, feedback was more polite than honest. Which of the following contact methods should
Loft Industries most likely use to maximize its chances of receiving honest and impersonal
feedback?
A) online focus groups
B) telephone interviews
C) mail questionnaires
D) group interviews
E) personal interviews

52) Which of the following is an advantage of telephone interviews?

A) They are more cost-effective than mail questionnaires.
B) Interviewer bias is absent.
C) The quantity of data collected is greater compared to personal interviewing.
D) The speed with which data is collected is high.
E) Response rates tend to be higher than those of mail questionnaires.

53) Which form of marketing research involves talking with people in their homes or offices, on
the street, or in shopping malls?
A) individual interviewing
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B) focus-group interviewing
C) telephone interviewing
D) mail questionnaires
E) observational research

54) ________ consists of inviting 6 to 10 people to meet with a trained moderator to talk about a
product, service, or organization.
A) Telephone interviewing
B) Individual interviewing
C) A mail questionnaire
D) An online survey
E) Focus group interviewing

55) 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 eight 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 is Redrunners using?
A) individual interviewing
B) mail questionnaire
C) group interviewing
D) mass survey
E) mall intercept

56) Happy Pets, a company manufacturing pet foods and accessories, created a membership club
for its regular customers called "I Love My Pet." This group consists of animal lovers selected by
the company to complete product-related polls, chat with product developers, and provide
feedback about specific products. Which of the following best describes "I Love My Pet"?
A) primary group
B) immersion group
C) mob
D) dyad
E) triad

57) 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.

58) 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) classes
B) consumer guilds
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C) virtual communities
D) immersion groups
E) primary groups

59) Jaime Gonzalez owns a small publishing company in Utah and has a very restrictive budget
for the market research he currently needs to conduct. He requires a large sample size for his
research in order to arrive at insightful conclusions. Additionally, he wants to have excellent
control over his sample. Keeping in mind his restrictive budget and other specifications, which of
the following methods of contact would you advise Jaime to use?
A) telephone interviews
B) individual interviews
C) online surveys
D) mail questionnaires
E) focus group interviews

60) Melissa Thomas leads the marketing research division at Tronics Inc., a manufacturing
company based in Alabama. To improve future sales of the company's products, she has decided
to collect customer opinions and feedback on the current products offered by her company. For
this purpose, Melissa is looking for a highly flexible contact method that can be used to gather
large amounts of data within the least possible time. In this instance, which of the following contact
methods is most likely to hold the highest appeal for Melissa?
A) online surveys
B) in-depth interviews
C) telephone interviews
D) individual interviews
E) mail questionnaires

61) Jake Adams works for a marketing research firm and is currently conducting research for a
company that wants to investigate multiple international markets for the possibility of expansion.
Internet-based survey research would be the most attractive research option for Jake if his client
________.
A) places a high emphasis on speed
B) requires a small sample size
C) places a high emphasis on following intrusive research methods
D) wants to exercise full control over the online sample
E) places a high emphasis on ethnographic research

62) 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.

63) Which of the following is a disadvantage of online focus groups?

A) Responses are not instantaneous.
B) Controlling the online sample is difficult.
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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.

64) A(n) ________ is a segment of the population selected for marketing research to represent the
population as a whole.
A) focus group
B) immersion group
C) primary group
D) sample
E) secondary group

65) For her current research project, Margaret Rogers wants to select a sample in which every
member has a known and equal chance of selection. In other words, Margaret is looking for a
________.
A) simple random sample
B) convenience sample
C) stratified random sample
D) judgment sample
E) quota sample

66) 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

67) 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

68) 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

69) Which of the following refers to a nonprobability sample in which the researcher uses his or
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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

70) 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

71) 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

72) Which of the following is an example of an open-ended 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?

73) 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?

74) 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-ended questions

75) ________ refers to the measurement of brain activity to learn how consumers feel and respond.
A) Biometrics
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B) Demographics
C) Sampling
D) Neuromarketing
E) Psychographics

76) 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

77) 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

78) 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

79) 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.

80) 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 data obtained
D) to prevent the theft of customer data
E) to identify and discard outdated data

81) In CRM, ________ techniques are used to sort through data and locate useful findings about
customers.
A) data warehousing
B) data mining
C) niche marketing
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D) data conservancy
E) mass marketing

82) 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

83) 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

86) 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

87) 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

88) For international researchers, ________ is the most obvious obstacle.

A) language
B) technology
C) infrastructure
D) motivation
E) political risk

89) 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.
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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.

90) 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.

91) 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

92) 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

93) 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

1) What do marketers gain from gathering and analyzing information about customers and the
needs and motivations of those customers?

2) What is the function of a marketing information system (MIS)?

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3) Briefly explain the functions of a customer insights team.

4) Marketers can obtain information from internal data and from competitive marketing
intelligence. Compare and contrast the two sources of information.

5) What is the most important characteristic of a good MIS?

6) What are the steps of the marketing research process? How do companies conduct research?

7) Briefly compare the different types of research approaches for gathering primary data.

8) Describe the major contact methods used to collect information from respondents in market
research.

9) Describe the three decisions involved in designing a sample.

10) Compare and contrast closed-ended questions and open-ended questions for gathering data.

11) Briefly explain why marketers need marketing research in addition to competitive marketing
intelligence.

12) 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?

13) Why is it important for managers to define the problem and establish research objectives?

14) How do primary data differ from secondary data?

15) Identify three ways that companies can collect secondary data.

16) List two benefits of using secondary data.

17) What is observational research and when is it used?

18) What are some of the limitations of observational research?

19) Jack owns an e-commerce Web site. What kind of a research method should he use in order to
obtain valuable insights about the buying motives and behaviors of online shoppers?

20) What is experimental research and when is it used?

21) How can researchers and managers arrive at the best interpretation of research findings?

22) Discuss how small businesses and not-for-profit organizations can obtain market insights
economically.

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23) Explain the common problems that international marketing researchers encounter.

24) Why do some consumers resent marketing research?

25) How can a company manage information on specific customers more effectively?

26) What is the most common CRM mistake?

Refer to the scenario below to answer the following question(s).

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
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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.

1) 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

2) 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

3) If Jason used mostly open-ended questions in the survey to encourage people to answer in their
own words, he is performing ________ research.
A) focus group
B) qualitative
C) experiential
D) causal
E) exploratory

4) 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
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used a ________.
A) simple random sample
B) judgment sample
C) convenience sample
D) stratified random sample
E) quota sample

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