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Exam 5: Managing Marketing Information to Gain Customer Insights

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Question 21

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Most marketers today believe they still lack a sufficient quantity of research data to make high-quality decisions.

A) True
B) False

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Question 22

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Describe the three decisions a researcher must make when designing a sample.

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First,the researcher must determine who ...

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Question 23

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In group interviewing,participants normally are paid a small sum for attending.

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.

The systematic collection and analysis of publicly available information about consumers,competitors,and developments in the marketing environment is known as _______________

A(n)________database can usually provide marketing information more quickly and cheaply than other information sources.

The questionnaire is by far the most common research instrument.

Secondary data are ________.

Fresh understandings of customers and the marketplace are derived from that become(s) the basis for creating customer value and relationships.business decisions

Interpretation of market research data should be the responsibility of the researchers,not the marketing managers.

Primary data consist of information that already exists somewhere,having been collected for another purpose.

Provide the advantages/benefits of each of the contact methods.

What are the two main types of research instruments used to collect primary data?

Which of the following is a disadvantage of web-based research?

Briefly compare the three different types of research approaches for gathering primary data.

Your manager asked you to go through three of your competitors' garbage bins to gather marketing intelligence from their discarded paperwork.One of them caught you in the act and has summoned you to court.The judge will most likely rule this to be an illegal activity and fine you and your company.

What is a major drawback of probability sampling?

Ethnographic research ________.

Big companies have now appointed chief privacy officers (CPOs)whose jobs are to safeguard the privacy of the companies.

Which of the following contact methods has the poorest response rate?