Principles of Marketing Chapter 4 Test Bank Answers PDF

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Principles of Marketing Chapter 4 Test Bank Answers...

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Chapter 4 Managing Marketing Information to Gain Customer Insigh

1) Despite the data glut that marketing managers receive, they frequently complain th ________. B) timely information C) accurate information D) reliable information E) valid information Answer: A D if f : 2 P a ge R ef: 10 0 AACSB: Communication Skill: Concept Objective: 4-1 2) 2) Which Which of of the the following following statements statements is is NOT NOT true true regarding regarding information information collected collected fo fo A) Many managers lack information of the right kind. B) B) Most Most managers managers do do not not need need more more information. information. C) Most managers need betterinformation. betterinformation. D) D) Many Many managers managers are are burdened burdened by by data data overload. overload. Answer: E D if f : 3 P a ge R ef: 10 0 AACSB: Communication Skill: Concept Objective: 4-1 3) A mark ma rket etin ing g info in form rmat atio ion n sy syst stem em (M (MIS IS)) co cons nsis ists ts of peo peopl plee an and d pr proc oced edur uree information information needs, needs, ________, ________, and and help help decision decision makers makers analyze analyze and and use use the the informa informa A) experiment to develop information B) test market the information D) critique the needed information E) question the needed information Answer: C D if f : 1 P a ge R ef: 10 1 AACSB: Communication Skill: Concept Objective: 4-1

4) A goo good d MI MIS S balance balancess the infor informat mation ion use users rs woul would d ____ ________ ____ again against st wha whatt ________ ________ and and what what is is ________. ________ A) need; like; feasible B) like; can afford; needed  D) need; can afford; useful E) use; have to use; available Answer: C D if f : 3 P a ge R ef: 10 2 Skill: Concept Objective: 4-2 5) 5) Marketers Marketers must must weigh weigh carefully carefully the the costs costs of of additional additional information information against against th th resulting from it. A) organization C) creativity D) ethical issues E) cost Answer: B D if f : 1 P a ge R ef: 10 2 Skill: Concept Objective: 4-2 6) Four common sources of internal data include the accounting department, operatio force, force, and and the the ________. ________. A) owners B) stockholders D) competition E) Web Answer: C D if f : 2 P a ge R ef: 10 3 AACSB: Communication Skill: Concept Objective: 4-2

7) 7) Marketing Marketing information information from from which which type type of of database database uusually sually can be accessed more cheaply than other information sources? A) external B) LexisNexis C) Dun & Bradstreet's E) Hoover's Answer: D D if f : 1 P a ge R ef: 10 3 AACSB: Use of IT Skill: Concept Objective: 4-2 8) ________ is the systematic collection and analysis of publicly available informatio informati consumers, consumers, competitors, competitors, and and developments developments in in the the marketing marketing environment. environment. A) Marketing data C) Sales management D) Customer intelligence E) Competitive intelligence Answer: B D if f : 1 P a ge R ef: 10 3 Skill: Concept Objective: 4-2 9) Which of the following statements regarding marketing intelligence is true? A) The advantage of using competitive intelligence is negligible. B) All marketing intelligence is available for free. C) Marketing intelligence relies upon privately held information. E) Marketing intelligence gathering is more focused on gaining insights into consum than competitors' activities. Answer: D D if f : 2 P a ge R ef: 10 3 Skill: Concept Objective: 4-2 10) 10) Which Which of of the the following following is is NOT NOT considered considered aa source of marketing intelligence? A) suppliers B) resellers

11) Which of the following is NOT a potential source for marketing intelligence? A) A) looking looking through through competitors' competitors' garbage garbage B) purchasing competitors' products C) monitoring competitors' sales E) talking with purchasing agents Answer: D D if f : 2 P a ge R ef: 10 4 Skill: Concept Objective: 4-2 12) 12) Through Through which which of of these these sources sources of of information is a competitor LEAST likely to intelligence information? A) annual reports B) trade show exhibits C) Web pages D) press releases Answer: E D if f : 1 P a ge R ef: 10 4-1 0 5 AACSB: Communication Skill: Concept Objective: 4-2 13) 13) To To combat combat marketing marketing intelligence intelligence efforts efforts by by competitors, competitors, Unilever Unilever Corporation Corporation ii providing providing ________ ________ to to employees. employees. B) privacy blocks C) protection D) less information E) a code of ethics Answer: A D if f : 2 P a ge R ef: 10 5 Skill: Concept Objective: 4-2

14) 14) Which Which of of the the following following is is an an example example of of aa free free online online database database that that aa company company cc in order to develop marketing intelligence? A) LexisNexis B) ProQuest C) Dialog E) Hoover's Answer: D D if f : 2 P a ge R ef: 10 4-1 0 5 AACSB: Use of IT Skill: Concept Objective: 4-2 15) 15) ________ ________ is is the the systematic systematic design, design, collection, collection, analysis, analysis, and and reporting reporting of of data data rele rele specific marketing situation facing an organization. A) The marketing information system B) Marketing intelligence D) Competitive intelligence E) Causal research Answer: C D if f : 1 P a ge R ef: 10 5 Skill: Concept Objective: 4-3 16) What is the first step in the marketing research process? A) developing a marketing information system C) developing the research plan for collecting information D) implementing the research plan E) hiring an outside research specialist Answer: B D if f : 2 P a ge R ef: 10 5 Skill: Concept Objective: 4-3

17) 17) Which Which step step in in the the four-step four-step marketing marketing research research process process has has been been left out of the fo defining the problems and research objectives, implementing the research plan, and i and reporting the findings? A) developing the research budget B) choosing the research agency C) choosing the research method E) E) comparing comparing and and contrasting contrasting primary primary and and secondary secondary data Answer: D D if f : 2 P a ge R ef: 10 5 Skill: Concept Objective: 4-3 18) 18) Causal Causal research research is is used used to to ________. ________. B) gather preliminary information that will help define problems C) uncover information at the outset in an unstructured way D) describe marketing problems or situations E) E) quantify quantify observations observations that that produce produce insights insights unobtainable unobtainable through through other other forms forms of of rr Answer: A D if f : 1 P a ge R ef: 10 6 Skill: Concept Objective: 4-3 19) 19) Managers Managers often often start start with with________ ________ research research and and later later follow follow with with________ ________ res re B) descriptive; causal C) descriptive; exploratory D) causal; descriptive E) causal; exploratory Answer: A D if f : 3 P a ge R ef: 10 6 Skill: Concept Objective: 4-3 20) Your colleague is confused abo about ut using the marketing research process, as he kn something something is is wrong wrong but but is is not not sure sure of of the the specific causes to investigate. He seems to b problems problems with with ________, ________, which which is is often often the the hardest hardest step step to to take. take. A) developing the research plan B) determining a research approach

21) The objective of ____ ________ ____ research is to gather preliminary information that wil the problem and suggest hypotheses. B) descriptive C) causal D) primary E) secondary Answer: A D if f : 1 P a ge R ef: 10 6 Skill: Concept Objective: 4-3 22) In the second step of the marketing research process, research objectives should into specific ________. A) marketing goals C) dollar amounts D) research methods E) information sources Answer: B D if f : 1 P a ge R ef: 10 6 Skill: Concept Objective: 4-3 23) 23) Secondary Secondary data data consists consists of of information information ________. ________. A) that already exists somewhere but is outdated B) that does not currently exist in an organized form C) that already exists but was collected for a different purpose D) used by competitors E) that researchers can only obtain through surveys and observation Answer: C D if f : 1 P a ge R ef: 10 7 Skill: Concept Objective: 4-3 24) Information collected from online databases is an ex ample of ________ data. A) primary C) observational D) experimental

25) 25) Which Which form form of of data data below below can can usually usually be be obtained obtained more more quickly quickly and and at at aa lower lower c others? A) primary B) survey research C) experimental research E) observational research Answer: D D if f : 2 P a ge R ef: 10 8 Skill: Concept Objective: 4-3 26) 26) Secondary Secondary data data are are ________. ________. A) collected mostly via surveys B) expensive to obtain C) C) never never purchased purchased from from outside outside suppliers suppliers D) always necessary to support primary data Answer: E D if f : 2 P a ge R ef: 10 9 Skill: Concept Objective: 4-3 27) Your assistant wants to use secondary data exc exclusively lusively for the current research pr p advise advise him him that that the the use use of of secondary secondary data data has has some some potential potential problems. problems. Which Which of of the the NOT one of them? A) It may not exist. B) It may not be relevant. . D) It may not be current. E) It may not be impartial. Answer: C D if f : 3 P a ge R ef: 10 9 Skill: Concept Objective: 4-3 28) For primary data to be uuseful seful to marketers, it must be relevant, current, unbiased ________. A) complete

29) Which method could a marketing researcher use to obtain information that peopl unwilling or unable to provide? A B) survey C) questionnaire D) focus groups E) personal interviews Answer: A D if f : 2 P a ge R ef: 10 9 AACSB: Communication Skill: Concept Objective: 4-3 30) 30) Ethnographic Ethnographic research research ________. ________. A) comes from traditional focus groups  C) provides secondary data D) is most popular in the service sector E) provides data to marketers when observation is impossible Answer: B D if f : 2 P a ge R ef: 11 0 AACSB: Communication Skill: Concept Objective: 4-3 31) 31) Survey Survey research, research, though though used used to obtain many kinds of information in a variety of is is best best suited suited for for gathering gathering ________ ________ information. information. A) interpersonal B) causal C) exploratory E) creative Answer: D D if f : 2 P a ge R ef: 11 0 AACSB: Communication Skill: Concept Objective: 4-3

32) 32) Fredia Fredia Pellerano Pellerano has has just just discovered discovered the the major major advantage advantage of of survey survey research. research. She She her supervisor that the major advantage is its ____ ________. ____. B) interactive design C) ease and speed to complete D) duplicability E) simplicity Answer: A D if f : 2 P a ge R ef: 11 1 AACSB: Communication Skill: Concept Objective: 4-3 33) Survey research is least likely to be conducted through which of the following? A) the Web B) the mail C) the telephone D) in person Answer: E D if f : 2 P a ge R ef: 11 1 AACSB: Communication Skill: Concept Objective: 4-3 34) 34) Experimental Experimental research research is is best best suited suited for for gathering gathering ________ ________ information. A) exploratory C) interactive D) preferential E) descriptive Answer: B D if f : 2 P a ge R ef: 11 1 AACSB: Communication Skill: Concept Objective: 4-3

35) 35) Observational Observational research research is is best best suited suited for for gathering gathering ________ ________ information. information. B) causal C) interactive D) preferential E) descriptive Answer: A D if f : 3 P a ge R ef: 11 1 AACSB: Communication Skill: Concept Objective: 4-3 36) 36) Which Which of of the the following following is is true true of of ethnographic ethnographic research? research? A) It is conducted within traditional focus groups. C) C) It provides provides researchers researchers with with secondary data. data. D) It is most popular in the service sector. E) It is a research option when observation is not possible. Answer: B D if f : 3 P a ge R ef: 10 9 Skill: Concept Objective: 4-3 37) 37) ABC ABC Company Company has has decided decided to use mail questionnaires to collect data. Manageme Managem recognizes this method has all the following advantages EXCEPT which one? A) low cost per respondent B) may encourage more honest answers D) no interviewer to bias respondents' answers E) can collect large amounts of information Answer: C D if f : 3 P a ge R ef: 11 1 AACSB: Communication Skill: Concept Objective: 4-3 38) 38) Which Which of of the the following following contact contact methods methods has has the the poorest poorest response response rate? rate? B) telephone C) personal

39) Which of of the following has the highest rating for speed of data collection and co A) open-ended questionnaires B) personal interviews C) mail surveys E) ethnographic research Answer: D D if f : 2 P a ge R ef: 11 1 AACSB: Use of IT Skill: Concept Objective: 4-3 40) 40) Which Which of of the the following following is is NOT NOT aa disadvantage disadvantage of of telephone telephone interviews? interviews? A) They are more expensive to conduct than mail questionnaires. B) Interviewer bias is introduced. C) Under time pressures, some interviewers might cheat. E) Potential respondents may refuse to participate. Answer: D D if f : 3 P a ge R ef: 11 2 AACSB: Communication Skill: Concept Objective: 4-3 41) Which of the following contact methods is ggenerally enerally the LEAST flexible? B) telephone C) Internet surveys D) online panels E) personal Answer: A D if f : 2 P a ge R ef: 11 1 AACSB: Communication Skill: Concept Objective: 4-3

42) 42) Which Which form form of of marketing marketing research research is is flexible, flexible, allows allows for for explanation explanation of of difficult difficult and lends itself to showing products and adve advertisements? rtisements? B) Internet surveys C) telephone surveys D) ethnographic research E) observational research Answer: A D if f : 2 P a ge R ef: 11 2 AACSB: Communication Skill: Concept Objective: 4-3 43) 43) A A consumer consumer is is most most likely likely to to be be paid paid aa small small fee fee for for participating participating in in which which of of the the A) a telephone interview B) a mail-in survey C) an Internet survey E) an observational interview Answer: D D if f : 2 P a ge R ef: 11 2 Skill: Concept Objective: 4-3 44) 44) Focus Focus group group interviewing interviewing has has become become one one of of the the major major marketing marketing research research tools tools insight insight into into consumer consumer thoughts thoughts and and feelings. feelings. However, However, if if the the sample size is too small to be difficult to ________. A) find enough secondary data to support the findings B) orchestrate cooperation among participants C) encourage honest responses to questions E) find a representative sample Answer: D D if f : 2 P a ge R ef: 11 2 Skill: Concept Objective: 4-3

45) 45) Which Which of of the the following following is is aa disadvantage disadvantage of of online online focus focus groups? groups? A) Participants must be in a central location. C) Results take longer to tabulate and analyze. D) D) The The cost cost of of online online focus focus groups groups is is greater greater than that of most other qualitative resea methods. E) E) The The format format of of focus focus groups groups can can be varied. Answer: B D if f : 2 P a ge R ef: 11 4 AACSB: Use of IT Skill: Concept Objective: 4-3 46) Which of the following is NOT an advantage of Web-based research? A) speed B) low costs C) almost instantaneous results E) ease of administration Answer: D D if f : 2 P a ge R ef: 11 5 AACSB: Use of IT Skill: Concept Objective: 4-3 47) 47) Del Del Monte Monte has has created created an an ________ ________ called called "I "I Love Love My My Dog"; Dog"; this this online online commu commu company-selected dog enthusiasts to complete product-related polls, chat with produ developers, developers, and and provide provide feedback feedback about about specific specific products. products. A) online experiment  C) Internet survey D) immersion group E) expert panel Answer: B D if f : 2 P a ge R ef: 11 6-1 1 7 AACSB: Use of IT Skill: Concept Objective: 4-3

48) 48) Marketing Marketing researchers researchers usually usually draw draw conclusions conclusionsabout about large large groups groupsof of consumer consumer studying aa small ________ ________ of the the total consumer population. A) group B) target group C) population E) audience Answer: D D if f : 1 P a ge R ef: 11 5 Skill: Concept Objective: 4-3 49) 49) You You generally generally need need to to ask ask three three questions questions when when developing developing aa sampling sampling plan. plan. Wh Wh questions below is one of these three? A) Who should be left out of the sample (sampling exclusion)? B) How should we contact the sample (sampling approach)? C) C) Why should should respondents respondents by by selected (sampling (sampling justification)? E) none of the above Answer: D D if f : 3 P a ge R ef: 11 6 Skill: Concept Objective: 4-3 50) What is a major drawback of probability sampling? B) The sampling sampling error cannot be measured. C) C) The The most most difficult difficult population population from from which which to to obtain obtain information information is is chosen. chosen. D) Everyone has an equal chance of selection. E) Marketers must rely on the judgment of the the researcher in respondent selection. Answer: A D if f : 3 P a ge R ef: 11 6 Skill: Concept Objective: 4-3 51) What are the two main types of research instruments used to collect primary data A) surveys and samples C) focus groups and online databases D) online panels and experiments

52) The most common research instrument used is the ________. A) mechanical device B) live interviewer D) focus group E) people meter Answer: C D if f : 2 P a ge R ef: 11 8 Skill: Concept Objective: 4-3 53) 53) In In marketing marketing research, research, the the ________ ________ phase phase is is generally generally the the most most expensive expensive and and m to error. A) exploratory research B) planning C) interpreting the findings D) reporting the findings Answer: E D if f : 2 P a ge R ef: 11 9 Skill: Concept Objective: 4-3 54) 54) AMF AMF Research Research Group Group must must guard guard against against problems problems during during the the implementation implementation pp marketing research for its clients. Which of the following is NOT a pproblem roblem that sho anticipated during this phase? A) contacting respondents B) respondents who give biased answers C) interviewers who take shortcuts E) interviewers who make mistakes Answer: D D if f : 2 P a ge R ef: 11 9 Skill: Concept Objective: 4-3

55) Typically, Typically, customer information information is is buried deep deep in separate databases, plans, and many many different different company company functions functions and and dep departments. artments. To overcome such problems, w following should you try? A) customer satisfaction management B) more sophisticated hardware D) decreased marketing intelligence E) a marketing information system Answer: C D if f : 1 P a ge R ef: 12 0 Skill: Concept Objective: 4-4 56) 56) Which Which of of the the following following is is true true about about customer customer relationship relationship management management (CRM)? (CRM)? A) A) It It relies relies on on information information produced produced through through primary primary research. research. B) Its aim is to maximize profit margins. C) Its aim is to increase the efficiency of each customer touchpoint. . E) E) Most Most companies companies who who first first implemented implemented...