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marketing chapter 9

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Chapter 9 multiple choice review

Chapter 9 multiple choice review

Question 1 of 25

1

which of the following is a similarity between in home personal interviews and executive interviews?

Select one of the following:

  • both have the benefits of actual or promised anonymity for respondents.

  • both tend to be expensive.

  • both require computer assisted interviewing.

  • both are similar in that they save time

Explanation

Question 2 of 25

1

which of the following is a criticism of online panels?

Select one of the following:

  • they lead to biased and misleading results as members receive incentives to join the panel.

  • they tend to require the presence of a moderator to control the discussion.

  • they lead to incorrect results as panel providers are not permitted to select panel members based on the current requirements.

  • they involve very long discussion times as panel members discuss among themselves while offering suggestions.

Explanation

Question 3 of 25

1

Unlike traditional surveys, internet surveys:

Select one of the following:

  • can be targeted at a specific group of people.

  • take a considerable amount of time and effort on the part of the respondents.

  • incur training, telecommunications, and management costs.

  • can be personalized for greater relevance to each respondent.

Explanation

Question 4 of 25

1

Which stage in customer relationship management cycle is characterized by the sharing of customer information to all areas of a business after it has been analyzed and transformed into useful information?

Select one of the following:

  • Identifying profitable and unprofitable customers

  • Leveraging customer information

  • Identifying customer relationships with the organization

  • Storing and integrating customer data

Explanation

Question 5 of 25

1

The publisher of a business magazine wants to make several major changes in the magazine's content and format. Which of the following will enable the publisher to understand the changes that will most likely be welcomed by its readers?

Select one of the following:

  • Product differentiation

  • Cannibalization

  • Marketing research

  • Planned obsolescence

Explanation

Question 6 of 25

1

which of the following is an advantage of primary data?

Select one of the following:

  • It incurs less cost than secondary data to collect relevant information.

  • It answers specific research questions that secondary data cannot answer.

  • It consists of data that is easily available to any interested party.

  • It helps avoid interviewer biases in the process of collecting necessary data.

Explanation

Question 7 of 25

1

Kay & Maggie's, a beauty salon, is conducting a survey to find out how satisfied its customers are with the service provided at all its outlets. For this purpose, it distributes questionnaires and conducts personal interviews with its customers. Which form of data is being collected by Kay & Maggie's?

Select one of the following:

  • primary

  • ordinal

  • secondary

  • nominal

Explanation

Question 8 of 25

1

the first step in marketing research process is to:

Select one of the following:

  • specify the sampling procedures to be followed

  • recognize a marketing problem or opportunity

  • collect date from the available sources

  • plan a research design and gather secondary data

Explanation

Question 9 of 25

1

Jetsetter Airlines plans to introduce special meals on their flights during holiday seasons. It begins to gather all the relevant information for implementing the plan. It uses information available in its database to determine the number of flights flown and the number of passengers who flew with them during the previous year's holiday seasons. In this case, which of the following types of data is collected by Jetsetter Airlines?

Select one of the following:

  • Qualitative data

  • Raw data

  • Secondary data

  • Primary data

Explanation

Question 10 of 25

1

Unlike a marketing research problem, a management decision problem:

Select one of the following:

  • makes use of the marketing research objective.

  • provides insightful decision-making information

  • focuses on problems that are much broader in scope.

  • tends to be more information oriented than action oriented.

Explanation

Question 11 of 25

1

According to the Maritz Marketing Research Loyalty Report, the attribute program values refer to:

Select one of the following:

  • program freshness, access to exclusive events, and personalized experiences.

  • pride of membership, program uniqueness, and meeting customer needs.

  • the ability to earn and redeem points and quality of rewards.

  • the ability to interact with programs via Web site, mobile, and customer support.

Explanation

Question 12 of 25

1

What is a moderator's major role in online focus groups?

Select one of the following:

  • To limit a discussion to closed-ended questions

  • To type in questions online for all respondents to see

  • To make sure the costs incurred with online focus groups remain relatively low

  • To let respondents control a discussion

Explanation

Question 13 of 25

1

Which of the following is true of one-way frequency counts?

Select one of the following:

  • They simply record the responses to a question.

  • They let analysts look at the responses to one question in relation to the responses to one or more other questions.

  • They include hypothesis testing and regression analysis.

  • They are rarely done in data analysis as they do not provide an in-depth interpretation of the collected data.

Explanation

Question 14 of 25

1

Which role of marketing research helps address “what if" questions?

Select one of the following:

  • Predictive

  • Diagnostic

  • Prescriptive

  • Descriptive

Explanation

Question 15 of 25

1

Which of the following information should be included at the beginning of a research report?

Select one of the following:

  • A brief explanation about the research design

  • A clear, concise statement of the research objectives

  • A detailed discussion on the methodology employed

  • A short discussion on the major findings in the research

Explanation

Question 16 of 25

1

Which of the following is specified by the research design?

Select one of the following:

  • The research questions to be answered

  • The management decision problem to be solved

  • How the final research report will be written

  • How the information obtained will be used

Explanation

Question 17 of 25

1

_____ data is defined as data that has been previously collected for any purpose other than the one at hand.

Select one of the following:

  • Primary

  • Nominal

  • Discrete

  • Secondary

Explanation

Question 18 of 25

1

Cloyd’s Supermarket, a popular retail store, sells a variety of products. In order to know if they should improve their services, they send out questionnaires to their frequent customers. The questionnaire requires the customers to explain what they like best about shopping at Cloyd’s and what new products or services they expect from Cloyd’s. These questions are an example of _____ questions.

Select one of the following:

  • rhetorical

  • open-ended

  • scaled-response

  • dichotomous

Explanation

Question 19 of 25

1

Zilo Toys Inc., a toy manufacturing company, believes that the longer customers spend in deciding what to purchase, the less likely they are to purchase more items. In order to determine the average time customers spend in purchasing toys from their stores, the company employs Tim to watch customers as they discuss what toys to buy. He then reports his findings to the management. In this scenario, Tim is engaged in _____.

Select one of the following:

  • quantitative research

  • virtual shopping

  • observation research

  • behavioral targeting

Explanation

Question 20 of 25

1

A _____ sample is a sample in which every element in the population has a known statistical likelihood of being selected.

Select one of the following:

  • quota

  • probability

  • judgment

  • convenience

Explanation

Question 21 of 25

1

Gerrard, the manager of a company, decides to conduct a survey on the motivation level of its employees. He lists out all 5,000 employees and picks 1,000 employees who can be contacted easily and are close to him. In this case, the type of sample used is a _____ sample.

Select one of the following:

  • convenience

  • snowball

  • quota

  • random

Explanation

Question 22 of 25

1

Vaikel Inc., an automobile manufacturing company, conducts a survey to find out people’s opinion about its latest car, Vaikel 6.0, and their level of satisfaction with it. It requests a few people who recently purchased Vaikel 6.0 to participate in the survey and asks them to log on to a certain Web site at a given time. After they log on to the site, an online moderator runs a discussion about the car and allows the participants to respond. In this case, Vaikel uses a(n) _____ for conducting a survey.

Select one of the following:

  • online panel provider

  • Web community research program

  • online focus group

  • Web survey system

Explanation

Question 23 of 25

1

A carefully selected group of consumers who agree to participate in an ongoing online dialogue with a particular corporation is known as a(n) _____.

Select one of the following:

  • Web community

  • online panel provider

  • reference group

  • conventional focus group

Explanation

Question 24 of 25

1

The marketing managers of Havtol Inc., a food products company, want to choose the most effective advertisement for their latest product, Havtol Potato Chips. They create an online discussion site where a chosen group of customers can express their opinion, discuss among themselves, and improvise on the concept for their advertisement. In this scenario, Havtol Inc. uses _____ to create an effective advertisement for their product.

Select one of the following:

  • Web community research

  • an online panel provider

  • a Google consumer survey

  • online focus groups

Explanation

Question 25 of 25

1

To initiate a customer relationship management cycle, a company must focus on _____.

Select one of the following:

  • using big data analytics to enhance the collection of customer data

  • collecting detailed information about the products and services its customers are using

  • identifying profitable and unprofitable customers

  • transforming customer data into information that can be used to make managerial decisions

Explanation

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