Cartes mémoires Marketing an Introduction, Gary Armstrong (Seite 1 von 2)

Cartes-fiches	57
Langue	English
Catégorie	Marketing
Niveau	Université
Crée / Actualisé	29.04.2013 / 31.05.2022
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Despite the data glut that marketing managers receive, they frequently complain that they lack ________.

valid information

enough information of the right kind

quality information

acurate and reliable information

timely information

The real value of a company's marketing research and information system lies in the _______

marketing information system it follows

variety of contact methods it uses

amount of data it generates

efficiency with which it completes studies

quality of customer insights it provides

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

need; can afford; useful

like to have; need; feasible to offer

like; can afford; needed

use; have to use; available

need; like; feasible

Four common sources of internal data supplied to internal databases include the accounting department, operations, the sales force, and the ________.

custodians

owners

quality control department

stockholders

marketing department

Which of the following statements regarding marketing intelligence is true?

Marketing intelligence is privately held information.

The advantage of using competitive intelligence is negligible.

All marketing intelligence is free.

Marketing intelligence gathering is more focused on gaining insights into consumer activities than competitors' activities

Marketing intelligence is publicly available information.

Which of the following is not a potential source for marketing intelligence?

primary data

monitoring competitors sales

purchasing agents

buying competitors products

competitors garbage

What is the first step in the marketing research process?

interpreting data and deciding on type of research

developing the research plan for collecting information

implementing the research plan

developing a marketing information system

defining the problem and research objectives

Causal research is used to ________

quantify observations that produce insights unobtainable through other forms of research

gather preliminary information that will help define problems

describe marketing problems or situations

test hypotheses about cause-and-effect relationships

find information at the outset in an unstructured way

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.

selecting a research agency to help

defining the problem and research objectives

developing the research plan

determining a research approach

developing the research plan & determining a research approach

In the second step of the marketing research process, research objectives should be translated into specific ________.

marketing goals

time allotments

financial amounts

information needs

results that justify the means

Secondary data consists of information ________.

that does not currently exist in an organized form

that the researcher can obtain through surveys and observation

that already exists somewhere and is outdated

used by competitors

that already exists somewhere and was collected for another purpose

Which form of data below can usually be obtained more quickly and at a lower cost than the others?

survey research

syndicated

secondary

primary

online marketing research

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?

It may not exist.

It may not be current.

It may not be useable.

It may not be relevant

It is generally more expensive to obtain than primary data

Which method could a marketing researcher use to obtain information that people are unwilling or unable to provide?

personal interviews

Internet surveys

focus groups

questionnaires

observational research

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

exploratory

preference

personal

attitudinal

descriptive

Survey research is least likely to be conducted through which of the following?

the telephone

the mail

the web

person-to-person interactions

observation

Which of the following is not a disadvantage of telephone interviews?

Potential respondents may refuse to participate.

Under time pressures, some interviewers might cheat.

Interviewers tend to interpret answers similarly.

They are more expensive to conduct than mail questionnaires.

Interviewer bias is introduced.

Which form of marketing research is flexible, allows for explanation of difficult questions, and lends itself to showing products and advertisements?

phone interviewing

observational research

ethnographic research

online interviewing

personal interviewing

Which of the following is a disadvantage of online focus groups?

Results take longer to tabulate and analyze.

The cost of online focus groups is greater than that of most other qualitative research methods.

The Internet format can restrict respondents' expressiveness.

The format of focus groups can be varied.

Participants must be in a central location.

Espen Johanson regularly conducts online marketing research at work. He has found that it has several advantages over traditional methods. Which of these is not an advantage?

It is easier for respondents to complete.

It is more cost efficient.

Report generation turnaround time is much quicker.

It is easy to control who responds to surveys.

Respondents cannot remain anonymous.

What is a major drawback of probability sampling?

everyone has an equal chance of selection

sampling error cannot be measured

reliance on the judgment of the researcher

takes too much time

easiest population from which to obtain info is chosen

The most common research instrument used is the ________

telephone interviewer

moderator

mechanical device

questionnaire

live interviewer

The most common research instrument used is the ________

planning

interpreting and reporting the findings

data collection

exploratory research

data validation

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 could you try?

customer relationship management

more sophisticated software

synergetic meetings of the minds

customer satisfaction measurement

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

customer relationship strategy

value network

data warehouse

customer loyality management

data mining

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

an internal databse

an extranet

an intranet

the Internet

marketing intelligence

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 ______

experiments

focus groups

informal surveys

marketing intelligence

observation

A common problem in international marketing research is the availability of ________

intelligence limitations

research specialists

primary data

consumers willing to answer surveys

secondary data

What do many researchers encounter when conducting market research in foreign countries?

Some countries have poor roads that limit personal contacts

Some cultures may not value marketing research.

Some countries have poor mail services.

Some countries have few telephones, limiting access to respondents.

all of the above

Stephan Schmidt just completed reading a marketing research report about the top 25 countries that purchase German products. What might the report say about international research with these countries?

The costs are higher than the benefits.

It is on the decrease due to high costs.

Despite the costs of international research, the costs of not doing it are higher.

There is a lack of qualified research personnel.

Interpretations of German quality are consistent among different countries.

Behavioural targeting, the practice of ________, is being used by more and more companies.

observing and interacting with consumers in their natural environments

tracking customers' activities and rewarding customer loyalty

managing customer relationships

mining and analyzing data from data warehouses

tracking consumers' online movements and using this information to target ads to them

To consumers, research studies may appear to be little more than vehicles for _______

training future salespeople to work with people face-to-face

selling the sponsor's products

building company image

criticising competition

gathering names for resale

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

ethnographic research

experimental research

descriptive research

survey research

explooratory research

You want to find out whether Europeans aged between 18 and 40 are more likely to vote for parties pursuing green policies than Europeans aged between 41 and 70. You will most likely use ________ to collect your data.

mechanical devices

a sample

people metres

observation

checkout scanners

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?

Hire additional staff to observe extensively.

Evaluate their customer mix–how many and what kind of customers.

Observe vehicle and pedestrian traffic

Visit and socialize with competitors.

Monitor competitors' advertising from local media.

_______ is the systematic design, collection, analyisis and reporting of data relevant to a specific marketing situation facing an organization

The marketing information system

Marketing research

Exploratory research

observational research

casual research

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 woud be best for this fir

people-meters

checkout scanners

questionnaires

cameras

Blue Eyes technology

You are about to test hypotheses about decreasing sales in certain markets and their causes. You are involved in what type of research?

exploratory

descriptive

casual

focus group

ethnographic

Which of the following is good advice about creating research questionnaires for Mark Hammel, research specialist at New Wave Data, to follow?

Use care in the wording and ordering of your questions

Questions do not have to be arranged in a logical order

ask difficult questions in the beginning to weed out uninterested respondents

ask personal questions in the middle of the instrument

avoid eye contact as it may confuse the respondents

Which of the steps in the marketing research process has been left out of the following list: defining the problem and research objectives, implementing the research plan, and interpreting and reporting the findings?

developing the research budget

choosing the research agency

choosing the research method

developing the research plan

comparing and contrasting primary and secondary data

Marketing an Introduction, Gary Armstrong

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