Question 1

Faced with determined competitive marketing intelligence efforts by competitors,most companies are now doing which of the following?

Accepted Answer

A)  training employees on protecting company information
B)  promising to not participate in marketing intelligence efforts against competitors
C)  providing employees with less key company information
D)  decreasing the number of employees involved in decision-making processes
E)  introducing codes of ethicsF) All of the above
G) C) and E)

Question 2

Cultural differences,especially language,are NOT a major concern in international marketing research.

Accepted Answer

A) True 
 B)False

Question 3

In CRM,findings about customers discovered through ________ techniques often lead to marketing opportunities.

Accepted Answer

A)  data warehousing
B)  data mining
C)  customer strategy
D)  customer loyalty management
E)  value networkF) None of the above
G) C) and D)

Question 4

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

Accepted Answer

The three research approaches for gather...

Question 5

With the ability to conduct quantitative research,_____ is quickly replacing the telephone as the dominant data collection methodology.

Accepted Answer

The answer of With the ability to conduct quantitative research,_____...

Question 6

The best approach for researchers to take to guard consumer privacy includes all of the following EXCEPT which one?

Accepted Answer

A)  Ask only for the information needed.
B)  Use information responsibly to provide value.
C)  Avoid sharing information without the customer's permission.
D)  Sell the information only when it is financially worthwhile.
E)  Fully explain to the respondents how the information will be used.F) A) and B)
G) B) and C)

Question 7

A researcher who wants to calculate confidence limits for sampling error would use non-probability samples.

Accepted Answer

A) True 
 B)False

Question 8

When considering interview contact methods,________ interviewing has the lowest level of control of interviewer effects.

Accepted Answer

The answer of When considering interview contact methods,________ interviewing has...

Question 9

Your marketing department is attempting to improve strategic decision making,track competitors' actions,and provide early warning of opportunities and threats.To achieve this goal,which of the following would be the best for the department to use?

Accepted Answer

A)  internal databases
B)  external databases
C)  marketing intelligence
D)  the internet
E)  company reports onlyF) A) and B)
G) All of the above

Question 10

Your assistant wants to use secondary data exclusively for the current marketing research project.You advise him that the use of secondary data has some potential problems.Which of the following is NOT one of them?

Accepted Answer

A)  It may not exist.
B)  It may not be relevant.
C)  It may not be impartial.
D)  It is generally more expensive to obtain than primary data.
E)  It may not be current.F) A) and D)
G) All of the above

Question 11

After a research instrument is selected,the next step in the marketing research process is ________.

Accepted Answer

A)  selecting a sampling method
B)  interpreting the findings
C)  implementing the research plan
D)  collecting secondary data
E)  selecting a research approachF) None of the above
G) B) and D)

Question 12

Like their larger counterparts,small organisations are able to obtain,with minimal effort and cost,most of which type of data?

Accepted Answer

A)  experimental
B)  observational
C)  secondary
D)  primary
E)  ethnographicF) B) and E)
G) C) and D)

Question 13

The misuse of marketing research can harm or annoy consumers.

Accepted Answer

A) True 
 B)False

Question 14

The purpose of a data warehouse is to secure customer loyalty data and ensure that rival firms cannot steal it for their own advantage.

Accepted Answer

A) True 
 B)False

Question 15

Exploratory research is used to ________.

Accepted Answer

A)  define the problem and identify hypotheses
B)  test hypotheses about cause-and-effect relationships
C)  gather preliminary information that will help define problems
D)  find information at the outset of the research process in an unstructured way
E)  quantify observations that produce insights unobtainable through other forms of researchF) A) and B)
G) C) and E)

Question 16

An effective MIS assesses information needs,develops needed information and distributes the information to help managers use it in decision making.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following statements regarding marketing intelligence is true?

Accepted Answer

A)  Marketing intelligence is privately held information.
B)  The advantage of using competitive intelligence is negligible.
C)  All marketing intelligence is free.
D)  Marketing intelligence is publicly available information.
E)  Marketing intelligence gathering is more focused on gaining insights into consumer activities than competitors' activities.F) A) and B)
G) A) and C)

Question 18

Marketing ________ is the function that links consumer,customer and public to the marketer through information that is used to identify and define marketing opportunities and problems.

Accepted Answer

The answer of Marketing ________ is the function that links...

Question 19

Consumer touch points include customer purchases,sales-force contacts,service and support calls,website visits,satisfaction surveys,credit and payment interactions,market research studies - every contact between the customer and the company.

Accepted Answer

A) True 
 B)False

Question 20

What source of marketing information provides those within the company ready access to research information,stored reports,shared work documents,contact information for employees and other stakeholders,and more?

Accepted Answer

A)  an intranet
B)  an extranet
C)  the internet
D)  marketing research
E)  marketing intelligenceF) None of the above
G) B) and D)

Exam 4: Marketing Analytics: Gaining Customer Insights

What source of marketing information provides those within the company ready access to research information,stored reports,shared work documents,contact information for employees and other stakeholders,and more?

Correct AnswerverifiedShow Answer

After a research instrument is selected,the next step in the marketing research process is ________.

Correct AnswerverifiedShow Answer

Which of the following statements regarding marketing intelligence is true?

Correct AnswerverifiedShow Answer

Cultural differences,especially language,are NOT a major concern in international marketing research.

Correct AnswerverifiedShow Answer

The purpose of a data warehouse is to secure customer loyalty data and ensure that rival firms cannot steal it for their own advantage.

Correct AnswerverifiedShow Answer

Consumer touch points include customer purchases,sales-force contacts,service and support calls,website visits,satisfaction surveys,credit and payment interactions,market research studies - every contact between the customer and the company.

Correct AnswerverifiedShow Answer

Marketing ________ is the function that links consumer,customer and public to the marketer through information that is used to identify and define marketing opportunities and problems.

Correct AnswerverifiedShow Answer

Your marketing department is attempting to improve strategic decision making,track competitors' actions,and provide early warning of opportunities and threats.To achieve this goal,which of the following would be the best for the department to use?

Correct AnswerverifiedShow Answer

A researcher who wants to calculate confidence limits for sampling error would use non-probability samples.

Correct AnswerverifiedShow Answer

Exploratory research is used to ________.

Correct AnswerverifiedShow Answer

In CRM,findings about customers discovered through ________ techniques often lead to marketing opportunities.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedThe three research approaches for gather...View AnswerShow Answer

With the ability to conduct quantitative research,_____ is quickly replacing the telephone as the dominant data collection methodology.

Correct AnswerverifiedShow Answer

Faced with determined competitive marketing intelligence efforts by competitors,most companies are now doing which of the following?

Correct AnswerverifiedShow Answer

The misuse of marketing research can harm or annoy consumers.

Correct AnswerverifiedShow Answer

Like their larger counterparts,small organisations are able to obtain,with minimal effort and cost,most of which type of data?

Correct AnswerverifiedShow Answer

Your assistant wants to use secondary data exclusively for the current marketing research project.You advise him that the use of secondary data has some potential problems.Which of the following is NOT one of them?

Correct AnswerverifiedShow Answer

When considering interview contact methods,________ interviewing has the lowest level of control of interviewer effects.

Correct AnswerverifiedShow Answer

An effective MIS assesses information needs,develops needed information and distributes the information to help managers use it in decision making.

Correct AnswerverifiedShow Answer

The best approach for researchers to take to guard consumer privacy includes all of the following EXCEPT which one?

Correct AnswerverifiedShow Answer

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The three research approaches for gather...
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