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Exam 5: Managing Marketing Information to Gain Customer Insights

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Question 71

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Open-ended survey questions are particularly useful in exploratory research.

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Question 72

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You want to observe how often consumers listen to music throughout their day and what different audio devices they use. You are also interested in how consumers store and access their own music collections. You should conduct ________ research.

A) causal
B) experimental
C) secondary
D) survey
E) exploratory

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Question 73

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According to your text, what are two current major public policy and ethical issues in marketing research?

To address concerns about the misuse of research study findings, several highly regarded marketing associations have developed ________.

A successful CRM program can be expected to help a company achieve which one of the following?

The most important issue facing online researchers is the lack of a broad cross section of consumers who have access to the Internet.

Ethnographic research ________.

As a small business consultant, you recommend to your clients that they use no-cost methods of observation to gather market research. Which of the following are you most likely to recommend your clients do?

Neuromarketing techniques provide easy-to-interpret data that allow researchers to analyze consumer involvement with products.

What are the two common types of research instruments used to collect primary data?

Jason West, owner of A-1 Cleaning, began 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 office cleaning. Surprisingly, the competitive environment appears relatively stable with no new competitors. However, Jason understands that office cleaning is a high-frequency service that is usually performed daily; therefore, competitors must be doing something to attract his customers. Building a competitive advantage seems to be the only option to offset competition. But as Jason pondered his dilemma, he realized that he needed to better understand how customers assess service quality and what they are looking for in a superior cleaning service before he could build his competitive advantage. Jason developed a research plan. First, he gathered competitor information—primarily through pamphlets, but also from a few phone calls—to find out exactly what competitors offer in their cleaning packages. In addition, Jason obtained from the area Chamber of Commerce an updated list of local corporations to which he would send a short survey. Though the list of corporations contained 141 local company names, Jason chose to survey 75 of them. To better understand customer service expectations in 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. -Could Jason have collected observational research effectively? Explain.

A good MIS balances the information users would ________ against what they really ________ and what is ________.

You are trying to determine whether retired people drink more coffee at your restaurant during lunch than they do during dinner. Is observation research effective in this scenario?

Experimental research is best suited for gathering ________ information.

Which of the following is true of ethnographic research?

You have just identified the "touch points" of the 400 best customers in your database. At this point, you want to manage detailed information about each of them to maximize customer loyalty. You should use customer relationship management (CRM).

Customer needs and buying motives are typically obvious to marketers.

Explain why exploratory research, descriptive research, or causal research would be most useful for determining whether shoppers on the East Coast are more sensitive to a price increase for laundry soap than shoppers on the West Coast are.

A key advantage of conducting research using phone interviews is low cost.

Describe the basic marketing research process.