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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

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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.

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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.

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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.

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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

Correct Answer

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_____________ 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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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.

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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.

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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.

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Answers will vary.A sample is a subset f...

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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

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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

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Internet surveys are labor-intensive efforts incurring training,telecommunications,and management costs.

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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

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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.

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Neuromarketing is a fresh attempt to better understand consumers' responses to promotion and purchase motivations.

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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.

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Explain the roles of marketing research and its importance in making marketing decisions.

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Answers will vary.Marketing research is ...

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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

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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.

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____________ 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

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