Reference no: EM132215275

1. Which of the following is most likely a characteristic of the Millennial generation?

-   They have very little knowledge of using digital media.

-   They like to engage in two-way brand conversations.

-   They typically avoid using technology while buying products.e.

-   Theyey are a smaller population than Generation X.

2. One of the demographic trends seen in the United States over the last few decades is the decrease in the proportion of ________.

-   manufacturing workers

-   professional workers

-   telecommuters

-   white-collar workers

3. Firms use competitive intelligence to:

-   benchmark their marketing efforts.

-   collect and synthesize information about their position with respect to their rivals.

-   determine the dimensions of the potential market.

-   ensure corporate partners continue to work in the interest of the firm.

4. In questionnaire construction, researchers should:

-   include extra questions that are not immediately relevant in order to disguise the purpose of the study.

-   remember it must be constructed in order to measure the subject’s interest or emotional arousal.

-   remember the wording and form of the question can influence the answer.

-   use close-ended questions if the survey is being conducted to support exploratory research.

5. Which of the following is an example of primary data that would be used by the Ashton-Drake Galleries to determine the popularity of its Precious Moments doll series?

-   an article on Precious Moments found in Parade, the Sunday magazine found in many newspapers.

-   data gathered by a doll collectors club about its membership.

-   observing how individuals react to the dolls when they first see them.

-   responses to a mail survey by National Family Opinion on how likely someone is to buy a collectible doll.

6. Which is WRONG about marketing research:

-   “information” is more orderly and readily usable than “data.”

-   descriptive studies are conducted to explain why variables interrelate.

-   the purpose of marketing research is to help, not replace, the decision-maker.

-   tradeoffs exist among cost of data gathering, amount of data needed, and the timing of the research.

7. The difference between a Marketing Information System (MIS) and a market research study is, an MIS:

-   is an ongoing process of collecting, analyzing and presenting information.

-   only uses unstructured questions.

-   uses observation research while market research uses questionnaires.

-   uses only internal data sources while market research only uses external data sources.

8. Wal-Mart is known for its efficient logistical systems. Every time consumers buy something, that purchase is recorded and sent to Bentonville, AK, company headquarters, where it is used to generate re-orders to vendors. Also, the billions of purchases are analyzed using statistical data mining techniques to uncover:

-   previously unknown patterns of consumers’ purchasing behavior.

-   the foundation of corporate ethics.

-   the impact of income tax laws.

-   the relationship between primary and secondary data.

9. The Marketing Research Process follows four steps, and researchers:

-   may not go through them in the exact sequence if situations change or new information is found.

-   often collect data before defining the research objectives.

-   should maintain the integrity of the process by following each step sequentially and thoroughly.

-   will often be prepared to present the results before completing the analysis if they are under a great deal of pressure to meet a deadline or launch.

10. Faced with determined competitive marketing intelligence efforts by competitors, most companies are now doing which of the following?

-   decreasing the number of employees involved in decision-making processes

-   promising to not participate in marketing intelligence efforts against competitors

-   providing employees with less key company information

-   training employees on protecting company information

11. Which of the following statements regarding marketing intelligence is true?

-   All marketing intelligence is free.

-   Marketing intelligence is privately held information.

-   Marketing intelligence is publicly available information.

-   The advantage of using competitive intelligence is negligible.

12. Secondary data consists of information that:

-   already exists somewhere but is outdated

-   already exists somewhere but was collected for another purpose

-   does not currently exist in an organized form

-   is used by competitors

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

-   Participants must be in a central location.

-   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.

14. Which of the following is true of ethnographic research?

-   It is a research option when observation is not possible.

-   It is conducted within traditional focus groups.

-   It provides fresher and better insight into customer behavior than traditional approaches do.

-   It provides researchers with secondary data.

15. Which of the following most accurately identifies the purpose of a data warehouse?

-   to analyze data

-   to integrate information a company already has

-   to interpret data

-   to prioritize information