101)Today’s marketers must successfully build relationships to connect effectively with customers, others in the company, and external partners.
102)When marketing manager Suzie Kwan discusses factors and forces outside marketing, such as political factors that affect marketing management’s ability to build and maintain successful relationships with target customers, she is talking about the external marketing concept
103)The microenvironment consists of larger societal forces that affect a company, such as demographic, economic, political, and cultural forces.
104)The macroenvironment consists of the factors close to the company that affect its ability to serve its customers, such as suppliers, customer markets, competitors, and publics.
105)Marketing research firms, advertising agencies, media firms, and marketing consulting firms are all referred to as marketing services agencies.
106)Today’s successful marketers recognize the importance of working with their intermediaries as channels through which they sell their products rather than as full-fledged partners.
107)Consumer organizations such as environmental and minority groups that may question a company’s marketing decisions are referred to as local publics.
108)The demographic environment is of major interest to marketers because it involves people, and people make up markets.
109)The single most important demographic trend in the United States that marketers should understand is the changing family structure.
110)As baby boomers reach their peak earning and spending years, they become lucrative markets for financial services, travel, and entertainment.
111)Once thought of as slackers, Gen Xers are now displacing the lifestyles, culture, and materialistic values of the baby boomers.
112)Millennials comprise the most commercially influential group in America today.
113) Millennials represent a larger demographic segment than the baby boomers or Gen Xers. 114)Marketers must increasingly consider the needs of traditional households because this segment of the population is growing more rapidly than nontraditional households.
115)The American workforce today is better educated but less white-collar than it was a generation ago.
116)Companies in several industries have recognized the buying power of the gay and lesbian segment of the U.S. population and have begun explicitly targeting these consumers with gay- specific marketing efforts.
117)Significant trends in the natural environment include shortages of raw materials, increased pollution, and decreased government intervention.
118)Cause-related marketing is a slowing trend as companies have abused the practice, using it more to increase sales than to support worthwhile causes.
119)In the cultural environment, core values and beliefs and secondary values and beliefs differ in that core values and beliefs are more open to change.
120)When a company hires lobbyists to influence legislation affecting its industry, it is taking a reactive approach to the marketing environment.
121)Trudie Jones works for a distribution channel firm that helps several electronics companies find customers or make sales to them. Trudie works for a reseller.
122)A company markets wild and crazy games for teens to play at parties. This company’s customer market is a business market.
123)More government legislation and the green movement are the likeliest causes of a general decline in environmental concerns in the past decade.
124)The introduction of new technologies is beneficial to all industries, as new markets and opportunities are created.
125)Today’s technological environment changes more rapidly than core cultural beliefs do.
126)Who are the major players in a company’s microenvironment? Explain the role each major actor plays.
127)In a short essay, differentiate between the basic marketing intermediaries.
Answer: These groups help the company to promote, sell, and distribute its goods and services to final buyers. Resellers are distribution channel firms that help the company find customers or make sales to them. Physical distribution firms help the company to stock and move goods from their points of origin to their destinations. Marketing service agencies are the marketing research firms, advertising agencies, media firms, and marketing consulting firms that help the company target and promote its products to the right markets. Financial intermediaries include banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods.
128)In marketing, what is a public? Briefly describe the seven main types of publics faced by marketers and explain how marketing might communicate with these publics.
129)How can marketers use information about the demographic environment?
130) Explain the impact of the baby boomers, Generation Xers, and Millennials on today’s marketing strategies.
131)What are the major trends in today’s natural environment? How do these trends affect companies?
132)Why is the technological environment such a dramatic force in today’s market?
133) Describe the three main reasons the business legislation is enacted, giving an example of each type of legislation.
134)What is cause-related marketing? Give two examples of the practice and explain why companies participate in cause-related marketing.
135)What is the cultural trend in how people view nature? How does this affect marketers?
136)How have large retailers such as Walmart changed the dynamics behind partnering with resellers?
137)What are two potential drawbacks of creating separate products and marketing programs for each generation?
138)How do baby boomers today differ from previous generations as they neared and reached their
140)Give two characteristics of the American family that depict its “nontraditional” nature. 141)How might geographic shifts in population impact marketers?
142)In terms of ethnic and racial makeup, why is the United States today more accurately characterized as a “salad bowl” than a “melting pot”?
143)Briefly explain why Americans amassed record amounts of debt in the 1990s and why thefree-spending trend has ended.
increases in home values; those expectations were dashed by the recent Great Recession.
144)Why might it be beneficial for marketers to help develop solutions to problems facing the natural environment, such as increased pollution and shortages of raw material?
Answer: Marketers who help to develop solutions to these problems can gain the advantage of becoming market leaders, as increasingly strict environmental regulations can be expected in the United States and elsewhere. Environmentally responsible actions will help a company’s public image; they will also help to create a more sustainable market.
145)One purpose of government regulation is to protect consumers from unfair business practices. List two areas in which this may occur.
146)How might a marketer act in a socially responsible way toward the general public?
147)Explain the controversy surrounding cause-related marketing.
148)What is the difference between a core belief and a secondary belief? Give an example of
149)Why is it important for marketers to understand people’s views of themselves?
150) What steps might a marketer take to shift from a reactive stance to the marketing environment to a more proactive stance?
Principles of Marketing, 14e (Kotler)
Chapter 4 Managing Marketing Information to Gain Customer Insights
1)Despite the data glut that marketing managers receive, they are most likely to complain that they lack which of the following?
A) enough information of the right kind B) secondary information
C) timely information
D) searchable information E) primary information
2)Which of the following statements is NOT true regarding information collected for marketers? A) Many managers lack information of the right kind.
B) Most managers do not need more information. C) Most managers need better information.
D) Many managers are burdened by data overload. E) Managers have enough of the right information.
3)A marketing information system (MIS) consists of people and procedures to assess information needs, ________, and help decision makers analyze and use the information.
A) experiment to develop information B) test market the information
C) develop the needed information D) critique the needed information E) question the needed information
4)The real value of a company’s marketing research and information system lies in the
A) amount of data it generates
B) variety of contact methods it uses
C) efficiency with which it completes studies D) quality of customer insights it provides E) marketing information system it follows
5)A good MIS balances the information users would ________ against what they really
________ and what is ________. A) need; like; feasible
B) like; can analyze; needed
C) like to have; need; feasible to offer
D) need; can afford; used by the competition E) use; have to use; available
6)In general, marketers must weigh carefully the costs of additional information against the
________ resulting from it. A) organization
B) benefits C) creativity
D) ethical issues E) cost
7)Diana Dion is currently researching data sources from within her company to make marketing decisions. Diana is making use of ________ databases.
A) online B) internal C) external D) public
E) search service
8)Four common sources of internal data include the accounting department, operations, the sales force, and the ________.
A) online focus groups B) stockholders
C) marketing department D) competition
9)Marketing information from which type of database usually can be accessed more quickly and cheaply than other information sources?
A) external B) LexisNexis C) Radian’s D) internal
10)________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.
A) Marketing data
B) Competitive marketing intelligence C) Sales management
D) Customer intelligence E) Value chain management
11)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 your department to use?
A) internal databases
B) external databases only C) company reports only
D) competitive marketing intelligence E) the Internet only
12)Which of the following statements regarding competitive marketing intelligence is true? A) The advantage of using competitive marketing intelligence is negligible.
B) All competitive marketing intelligence is available for free.
C) Competitive marketing intelligence relies upon privately held information.
D) Competitive marketing intelligence relies upon publicly available information.
E) Competitive marketing intelligence gathering is more focused on gaining insights into consumers’ activities than competitors’ activities.
13)Which of the following is NOT considered a source of competitive marketing intelligence? A) suppliers
C) key customers D) causal research
E) activities of competitor
14)Which of the following is NOT a potential source for competitive marketing intelligence? A) looking through competitors’ garbage
B) purchasing competitors’ products C) monitoring competitors’ sales D) collecting primary data
E) talking with purchasing agents Answer: D
15)Which of the following is an example of a free online database that a company could access in order to develop marketing intelligence?
A) LexisNexis B) the MONITOR C) Nielsen
D) the U.S. Security and Exchange Commission’s database E) Hoover’s
16)________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
A) The marketing information system B) Competitive marketing intelligence C) Marketing research
D) Competitive marketing research E) Causal research
17)Which of the following is LEAST likely to be a benefit of conducting marketing research? A) assessing market potential and market share
B) understanding customer satisfaction and purchase behavior C) measuring the effectiveness of pricing and accounting
D) measuring the effectiveness of distribution and promotion activities E) understanding customer motivation
18)What is the first step in the marketing research process? A) developing a marketing information system
B) defining the problem and research objectives
C) developing the research plan for collecting information D) implementing the research plan
E) hiring an outside research specialist
19)Your colleague is confused about using the marketing research process, as he knows that something is wrong but is not sure of the specific causes to investigate. He seems to be having problems with ________, which is often the hardest step to take.
A) developing the research plan B) determining a research approach
C) defining the problem and research objectives D) selecting a research agency to help
E) C and D
20)Which step in the four-step marketing research process has been left out of the following list: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings?
A) developing the research budget B) choosing the research agency C) choosing the research method D) developing the research plan
E) comparing and contrasting primary and secondary data
21)Causal research is used to ________.
A)test hypotheses about cause-and-effect relationships
B)gather preliminary information that will help define problems
C)uncover information in an unstructured way
D)describe marketing problems or situations
E)quantify observations that produce insights unobtainable through other forms of research
22)In marketing research, managers often start with ________ research and later follow with
A) exploratory; descriptive or causal
B) descriptive; secondary or commercial C) descriptive; exploratory or secondary D) causal; descriptive or exploratory
E) causal; exploratory or secondary
23)The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses.
A) exploratory B) descriptive C) causal
D) primary E) secondary
24)In the second step of the marketing research process, research objectives should be translated into specific ________.
A) marketing goals B) information needs C) dollar amounts D) research methods
E) information sources Answer: B
25)Secondary data consists of 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
26)Which of the following is information gathered directly from respondents in order to specifically address a question at hand?
A) competitive marketing intelligence B) experimental hypotheses
C) primary data D) secondary data E) internal data
27)Information collected from online databases is an example of ________ data.
28)Nielsen and the MONITOR are two sources that provide ________. A) primary data
B) secondary data
C) reality mining data
D) causal research designs E) mechanical devices
29)Which form of data below can usually be obtained more quickly and at a lower cost than the others?
B) survey research
C) experimental research D) secondary
E) observational research
30)It is most accurate to say that secondary data are ________. A) collected mostly via surveys
B) more expensive to obtain than primary data C) never purchased from outside suppliers
D) always necessary to support primary data E) not always very usable
31)Your assistant wants to use secondary data exclusively for the current research project. You advise him that the use of secondary data has some potential problems. Which of the following is NOT one of them?
A) It may not exist.
B) It may not be relevant.
C) It is generally more expensive to obtain than primary data. D) It may not be current.
E) It may not be impartial.
32)For primary data to be useful to marketers, it must be relevant, current, unbiased, and
________. A) descriptive B) accurate
D) collected before secondary data E) experimental
33)Which method would a marketing researcher most likely use to obtain information that people are unwilling or unable to provide?
A) observational B) survey
C) questionnaire D) focus group
E) personal interview Answer: A
34)Ethnographic research ________.
A)comes from traditional focus groups
B)is gathered where people live and work
C)provides secondary data
D)is most popular in the service sector
E)provides data to marketers when observation is impossible
35)Which of the following is true of ethnographic research? A) It is a type of experimental research.
B) It is often conducted by trained anthropologists or psychologists. C) It is a traditional quantitative research approach.
D) It can be conducted in person but not online.
E) It is typically used to answer well-defined product or strategy questions.
36)Survey research, though used to obtain many kinds of information in a variety of situations, is bestsuited for gathering ________ information.
A) interpersonal B) causal
C) exploratory D) descriptive E) creative
37)Fredia Pellerano has just discovered the major advantage of survey research. She reports to her supervisor that the advantage is its ________.
B) interactive design C) ease of completion D) understandability E) simplicity Answer: A
38)Survey research is LEAST likely to be conducted through which of the following?
E)observation 39)Experimental research is best suited for gathering ________ information. A) exploratory
C) independent D) secondary E) descriptive Answer: B
40)Observational research is best suited for gathering ________ information. A) exploratory
C) dependent D) secondary E) competitive
41)ABC Company has decided to use mail questionnaires to collect data. This method has all the following advantages EXCEPT which one?
A) low cost per respondent
B) may encourage more honest answers C) has an average response rate
D) no interviewer to bias respondents’ answers E) can collect large amounts of information Answer: C
42)Which of the following contact methods has the poorest response rate?
43)Which of the following has the highest rating for speed of data collection and compilation? A)open-ended questionnaires
B) personal interviews C) mail surveys
D) Internet surveys
E) ethnographic research
44)Which of the following is NOT a disadvantage of telephone interviews?
A)They are more expensive to conduct than mail questionnaires.
B)Interviewer bias is introduced.
C)Under time pressures, some interviewers might cheat.
D)Interviewers can explain some questions and probe more deeply on others.
E)Potential respondents may refuse to participate.
45)Which of the following contact methods is generally the LEAST flexible? A) mail
C) Internet surveys D) online panels E) personal
46)Which form of marketing research is flexible, allows for explanation of difficult questions, and lends itself to showing products and advertisements?
A) individual interviewing B) Internet surveys
C) telephone surveys
D) ethnographic research E) observational research
47)A consumer is most likely to be paid a small fee for participating in which of the following? A) a telephone interview
B) a mail-in survey C) an Internet survey
D) a focus group interview E) an observational interview
48)Focus group interviewing is a ________ research tool for gaining insights into consumer thoughts and feelings.
A) causal B) secondary
C) qualitatitve D) quantitative E) competitive
49)Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings. However, if the sample size is too small, it is likely to be difficult to ________.
A) find enough secondary data to support the findings B) orchestrate cooperation among participants
C) encourage honest responses to questions D) generalize from the results
E) develop a nonprobability sample
50)Which of the following is a disadvantage of online focus groups?
A)Participants must be in a central location.
B)The Internet format can lack the real-world group dynamics of in-person focus groups.
C)Results take longer to tabulate and analyze.
D)The cost of online focus groups is greater than that of most other qualitative research methods.
E)The format of focus groups can be varied.
51)Which of the following is NOT an advantage of Web-based research? A) speed
B) low costs
C) almost instantaneous results
D) control over who respondents are E) ease of administration
52)Researchers generally need to ask three questions when developing a sampling plan. Which of the 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) Why should respondents be selected (sampling justification)? D) How should participants be chosen (sampling procedure)? E) none of the above
53)What is a major drawback of probability sampling?
A)It can be time consuming.
B)The sampling error cannot be measured.
C)The most difficult population from which to obtain information is chosen.
D)Everyone has an equal chance of selection.
E)Marketers must rely on the judgment of the researcher in respondent selection.
54) What are the two main types of research instruments used to collect primary data?
A)surveys and samples
B)questionnaires and mechanical devices
C)focus groups and online databases
D)online panels and experiments
E)personal interviews and online marketing research
55)The most common research instrument used is the ________. A) mechanical device
B) live interviewer C) questionnaire D) focus group
E) people meter 56)Which of the following is the best advice about creating research questionnaires? A) Use simple and direct language.
B) Questions should not be arranged in any particular order.
C) Ask difficult questions in the beginning to “weed out” uninterested respondents. D) Ask personal questions in the middle of the instrument.
E) Avoid any personal questions that may make some respondents uncomfortable.
57)After a research instrument is selected, the next step in the marketing research process is
A) selecting a sampling method B) interpreting the findings
C) implementing the research plan D) collecting secondary data
E) selecting a research approach
58)AMF Research Group must guard against problems during the implementation phase of marketing research for its clients. Which of the following is NOT a problem that should be anticipated during this phase?
A) contacting respondents
B) respondents who give biased answers C) interviewers who take shortcuts
D) interpreting and reporting the findings E) interviewers who make mistakes
59)Typically, customer information is buried deep in separate databases, plans, and records of many different company functions and departments. To overcome such problems, which of the following should you try?
A) customer satisfaction management B) more sophisticated hardware
C) customer relationship management D) decreased marketing intelligence E) a marketing information system
60)Which of the following is true about customer relationship management (CRM)?
A)It relies on information produced through primary research.
B)Its aim is to maximize profit margins.
C)Its aim is to increase the efficiency of each customer touch point.
D)Its aim is to maximize customer loyalty.
E)Most companies who first implemented CRM have greatly benefited from the results.
61) What is the purpose of a data warehouse?
A)to organize internal and external data by relevance
B)to gather and integrate information a company already has
C)to interpret data
D)to analyze data
E)to identify and discard outdated data
62)In CRM, ________ techniques are used to sift through data and dig out interesting findings about customers.
A) data warehousing B) data mining
C) customer strategy
D) customer loyalty management E) value network
63)A successful CRM program can be expected to help a company achieve all of the following EXCEPT ________.
A) providing higher levels of customer service B) developing deeper customer relationships
C) creating offers tailored to specific customer requirements D) understanding the competition better
E) understanding how to better build the marketing mix
64)Marketing information is only valuable when it is used to ________.
A)expand management’s job
B)identify a target market
D)increase efficiencies in the supply chain
E)make better marketing decisions
65)Which of the following provides those within the company ready access to company research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more?
A) an intranet B) an extranet C) the Internet
D) marketing research E) marketing intelligence
66)When managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch to get reactions, they are using ________.
B) informal surveys C) observation
D) marketing intelligence E) direct marketing
67)Small organizations can obtain, with relatively little effort, most of which type of data available to large businesses?
A) ethnographic B) experimental C) touch point D) primary
68)You have been asked to locate secondary data for your small organization’s research needs. Which of the following is NOT a common source for this type of research?
A) the U.S. Small Business Administration B) the U.S. Census Bureau
C) competitors’ Web sites D) online surveys
E) the Bureau of Economic Analysis
69)Because of the scarcity of good secondary data, international researchers often must collect their own primary data. An initial problem with this collection is developing good ________. A) samples
B) research firms
C) customer relationships with nationals D) relations with channel members
E) analytical model
70)Cultural differences, especially those involving language, can add to research costs in foreign markets and can increase the ________.
A) risk of error B) foreign trade C) response rate
D) likelihood of using a smaller sample E) reliance on primary data
71)Anna Gregory just read a marketing research report about the top 25 countries that purchase American products. What would the report most likely say about international research involving these countries?
A) It is on the decrease due to high costs. B) The costs are higher than the benefits.
C) There is a lack of qualified research personnel.
D) Despite the costs of international research, the costs of not doing it are higher. E) Interpretations of data are consistent among different countries.
72)Choose the statement that is NOT a typical consumer concern about intrusion on consumer privacy.
A) Sophisticated researchers probe our deepest feelings.
B) Marketers use personal information to manipulate our buying. C) Marketers build huge databases full of personal information.
D) Marketers make too many products and services available, creating unnecessary consumer wants.
E) Protecting personal information is increasingly important.
73)The best approach for researchers to take to guard consumer privacy includes all of the following EXCEPT which one?
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.
74)Many major companies have created the position of ________ to address concerns about the privacy of customers.
A) chief customer loyalty manager B) chief behavioral analyst
C) chief privacy officer D) ethics manager
E) data warehouse manager
75)To address concerns about the misuse of research study findings, several highly regarded marketing associations have developed ________.
A) customer relationship management guidelines B) behavioral targeting “Do Not Track” lists
C) chief privacy officer job descriptions D) codes of research ethics
E) bans against using data collected through online surveys
76)Frito-Lay’s ________ gathers daily sales data and sorts it by product line and by region. The marketing managers use the data to evaluate the market share of different Frito-Lay products compared to one another and to competing snack foods in each region where the company does business.
A) case study
B) acquired database C) commercial research
D) marketing information system
E) competitive marketing intelligence system
77)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.
B) experimental C) secondary D) survey
78)You are about to test the hypothesis that sales of your product will increase at a very similar rate at either a $5 drop in unit price or a $7 drop in unit price. You are involved in what type of research?
A) exploratory B) descriptive C) causal
D) focus group E) ethnographic
79)Which type of research would be best suited for identifying which demographic groups prefer diet soft drinks and why they have this preference?
A) exploratory B) descriptive C) causal
D) experimental E) secondary
80)Nathan Zabalas owns a regional chain of drug 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) Yankelovich’s Monitor
B) commercial online databases C) online questionnaires
D) Web search engines
E) local chambers of commerce
81)Walmart sends a trained observer to watch and interact with customers as they shop in a Walmart store. This is an example of ________.
A) secondary research B) survey research
C) ethnographic research D) experimental research E) descriptive research
82)When ZIBA designers looking for ideas on how to craft a shower-cleaning tool spent 10 days in people’s homes, watching consumers wash shower stalls, they were conducting ________
research. A) survey
B) experimental C) secondary D) ethnographic E) personal
83)Carls Jr. came out with a new hamburger and released it in two different cities with two different price points. Marketers at Carls Jr. then analyzed the different levels of purchase made at the two different price points, planning on using the information to help them set a nationwide price for the new offering. This is an example of ________.
A) observational research B) behavioral research C) qualitative research D) experimental research E) survey research
84)Juanita Petino operates a dress shop in a suburban mall. Her research budget is very small, so she utilizes low-cost or no-cost methods to gather research data. One method that works very well for her is to change the themes in her local newspaper and radio advertising and watch the result. Juanita is using ________ to gather data for marketing decisions.
A) informal surveys
B) experimental research C) guess work
D) ethnographic research E) secondary sources
85)Maryann Rose is conducting research to determine consumers’ personal grooming habits. Because of the personal nature of the survey questions about this topic, Maryann wants to select the contact method that is most likely to encourage respondents to answer honestly and that will allow her to easily collect large amounts of data. Which contact method should Maryann select? A) mail questionnaires
B) telephone interviews C) individual interviews D) focus group interviews
E) immersion group interviews
86)Tasoula Jeannopoulos has a limited budget for the market research she needs to conduct; however, the sample size for her research is quite large. Which of the following methods of contact would provide Tasoula with the most cost-effective way to reach a large sample of potential customers?
A) telephone surveys B) personal interviews C) Internet surveys D) mail surveys
E) focus group interviews
87)Del Monte has created a(n) ________ called “I Love My Dog”; this online community allowscompany-selected dog enthusiasts to complete product-related polls, chat with product developers, and provide feedback about specific products.
A) online experiment
B) custom social network C) Internet survey
D) immersion focus group E) expert panel
88)You have decided to use only open-ended questions on your survey. Which of the following questions would NOT be found on your survey?
A) Why is voting important to you?
B) How many cars does your family own? C) What is your best childhood memory? D) Where did you spend your last vacation?
E) What are the most important qualities in a friend?
89)You have decided to use only closed-ended questions on your survey. Which of the following questions would NOT be found on your survey?
A) Do you like chocolate? B) What is your gender?
C) Do you work full-time or part-time? D) What do you like about your teacher?
E) In which month do you plant your garden?
90)Loft Industries sells roof trusses to contractors and builders and would like to conduct research to determine how customers assess customer service. Which of the following research instruments would be best for this firm?
A) people meters
B) checkout scanners C) questionnaires D) EEG devices
E) MRI scans
91)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 NOT likely to recommend your clients do?
A) observe vehicle and pedestrian traffic
B) monitor competitors’ advertising from local media
C) evaluate how many and what kind of customers they currently have D) hire additional staff to observe extensively
E) visit and socialize with competitors
92)For a small business manager deciding where to relocate within the city, relevant research will LEAST likely include ________.
A) traffic-flow patterns in specific areas B) informal surveys of customers
C) past sales data
D) competitors’ advertisements
E) options for repackaging the company’s products
93)Marialba Hooper is conducting marketing research for a company that is investigating the possibility of entering multiple international markets. As Marialba plans her research in 30 different countries, upon which of the following is she LEAST likely to rely?
A) free secondary data B) translators
C) primary data collected for the purpose of her research D) the same research steps domestic researchers use
E) personal interviews
94)Malaya Ramirez is organizing marketing research in Central American countries for a large American corporation that is interested in expanding its market. The survey Malaya is using was written in English and then translated into Spanish for use by Spanish-speaking respondents.
Which of the following is it most important for Malaya do before administering this questionnaire to a sample of the market?
A) make sure that the survey includes both open-ended and closed-ended questions B) decide whether to focus on primary or secondary data
C) determine which type of research instrument to use
D) have the questionnaire translated back into English to check for accuracy E) determine whether to focus on descriptive or causal objectives
95)You want to find out whether Americans between 21 and 40 years of age tend to vote Democratic and whether Americans between 41 and 70 tend to vote Republican. You will most likely use a ________ to collect your data.
A) simple random sample B) mechanical device
C) stratified random sample D) judgment sample
E) convenience sample
96)Michael Quinones is a customer service agent for a national car rental business. He has access to the company’s intranet, which provides performance reports, shared work documents, contact information, and detailed information about customers. Which of the following is this access most likely to enable Michael to do during interactions with customers?
A) analyze primary data
B) use data mining techniques
C) share information with value-network partners
D) reward customer loyalty with an upgrade or discount E) evaluate marketing intelligence
Refer to the scenario below to answer the following questions.
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 had seen a decline in demand for office cleaning. Surprisingly, the competitive environment appeared relatively stable with no new competitors. However, Jason knew that office cleaning is a high-frequency service that is usually performed daily; therefore, competitors must have been doing something to attract his customers. Building a competitive advantage seemed 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, prior to building his competitive advantage.
Jason developed a research plan. First, he gathered competitor information-primarily through pamphlets and Web sites, but also from a few phone calls-to find out exactly what competitors offered 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 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 and would aim his efforts differently if needed.
97) In this scenario, which of the following is an example of primary data?
A)the list of local corporations from the Chamber of Commerce
B)competitor information gleaned from pamphlets
C)responses to the 75 surveys
D)the names of the 75 companies that received surveys
E)competitors’ Web sites
98)Jason wanted to better understand how his customers assess service quality. This is an example of a ________.
A) marketing research problem B) research objective
C) research method D) research plan
E) research approach
99)In this scenario, which of the following are examples of competitive marketing intelligence? A) responses to the surveys Jason sent
B) competitors’ pamphlets
C) phone calls made to competitors to learn about their offerings D) B and C only
E) all of the above
100)Of the 141 companies on the list, Jason chose to survey only 75 of them. Jason sent surveys to small companies and large companies. If Jason selected survey recipients randomly from the groups of small companies and large companies, he was using a ________.
A) simple random sample B) judgment sample
C) convenience sample
D) stratified ra