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Exam 4: Managing Marketing Information

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Question 61

Multiple Choice

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Survey research,though used to obtain many kinds of information in a variety of situations,is best suited for gathering ________ information.

A) interpersonal
B) causal
C) exploratory
D) descriptive
E) creative

F) D) and E)
G) A) and B)

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Question 62

Multiple Choice

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Nathan Goh owns a regional chain of electronic stores.Before expanding nationwide,Nathan is conducting marketing research to determine the best options for opening new stores.He plans to start by collecting secondary data.Which of the following is NOT a source of secondary data that Nathan might use?

A) Nielsen databases
B) Millward Brown databases
C) online questionnaires
D) Web search engines
E) local chambers of commerce

F) C) and D)
G) B) and E)

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Question 63

Multiple Choice

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Which of the following is NOT considered a source of competitive marketing intelligence?

This systematic collection and analysis of publicly available information about competitors and developments in the marketing environment is very useful.What is it called?

What is the purpose of a data warehouse?

Which type of research would be best suited for identifying which demographic groups prefer diet soft drinks and why they have this preference?

Online focus group interviewing is a ________ research tool for gaining insights into consumer thoughts and feelings.

ABC Interior Designs wants to collect research data using mechanical devices..The three typical methods are video cameras,checkout scanners,and Internet surveys.

Larger samples typically are more expensive but do not provide more reliable results.

You have decided to use only closed-ended questions on your survey.Which of the following questions would NOT be found on your survey?

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

A marketing information system (MIS) consists of people and procedures to assess information needs,________,and help decision makers analyze and use the information.

When do marketers need marketing research?

In CRM,________ techniques are used to sift through data and dig out interesting findings about customers.

A successful CRM program can be expected to help a company achieve all of the following EXCEPT ________.

Refer to the scenario below to answer the following questions. Jason Tan, owner of Initial Cleaning Services, 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, prior to building his competitive advantage, he needed to better understand how customers assess service quality and what they are looking for in a superior cleaning service. 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 Registrar of Companies 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 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 at this point to aim his efforts differently if needed. -What triggered Jason's recognition that he needed marketing research?

Discuss several ways in which smaller organizations can use marketing research techniques at little or no expense.

________ is the systematic design,collection,analysis,and reporting of data relevant to a specific marketing situation facing an organization.

Which of the following is the best advice about creating research questionnaires?

Jenny operates a dress shop in a local mall.Her research budget is very small,so what works very well for her is to change the themes in her local newspaper and watch the result.She is using ________ to gather data for marketing decisions.