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marketing chapter 9

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Chapter 9 multiple choice review

Frage 1 von 25

1

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

Wähle eine der folgenden:

  • 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

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Frage 2 von 25

1

which of the following is a criticism of online panels?

Wähle eine der folgenden:

  • 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.

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Frage 3 von 25

1

Unlike traditional surveys, internet surveys:

Wähle eine der folgenden:

  • 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.

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Frage 4 von 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?

Wähle eine der folgenden:

  • Identifying profitable and unprofitable customers

  • Leveraging customer information

  • Identifying customer relationships with the organization

  • Storing and integrating customer data

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Frage 5 von 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?

Wähle eine der folgenden:

  • Product differentiation

  • Cannibalization

  • Marketing research

  • Planned obsolescence

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Frage 6 von 25

1

which of the following is an advantage of primary data?

Wähle eine der folgenden:

  • 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.

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Frage 7 von 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?

Wähle eine der folgenden:

  • primary

  • ordinal

  • secondary

  • nominal

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Frage 8 von 25

1

the first step in marketing research process is to:

Wähle eine der folgenden:

  • 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

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Frage 9 von 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?

Wähle eine der folgenden:

  • Qualitative data

  • Raw data

  • Secondary data

  • Primary data

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Frage 10 von 25

1

Unlike a marketing research problem, a management decision problem:

Wähle eine der folgenden:

  • 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.

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Frage 11 von 25

1

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

Wähle eine der folgenden:

  • 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.

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Frage 12 von 25

1

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

Wähle eine der folgenden:

  • 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

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Frage 13 von 25

1

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

Wähle eine der folgenden:

  • 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.

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Frage 14 von 25

1

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

Wähle eine der folgenden:

  • Predictive

  • Diagnostic

  • Prescriptive

  • Descriptive

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Frage 15 von 25

1

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

Wähle eine der folgenden:

  • 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

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Frage 16 von 25

1

Which of the following is specified by the research design?

Wähle eine der folgenden:

  • 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

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Frage 17 von 25

1

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

Wähle eine der folgenden:

  • Primary

  • Nominal

  • Discrete

  • Secondary

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Frage 18 von 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.

Wähle eine der folgenden:

  • rhetorical

  • open-ended

  • scaled-response

  • dichotomous

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Frage 19 von 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 _____.

Wähle eine der folgenden:

  • quantitative research

  • virtual shopping

  • observation research

  • behavioral targeting

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Frage 20 von 25

1

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

Wähle eine der folgenden:

  • quota

  • probability

  • judgment

  • convenience

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Frage 21 von 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.

Wähle eine der folgenden:

  • convenience

  • snowball

  • quota

  • random

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Frage 22 von 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.

Wähle eine der folgenden:

  • online panel provider

  • Web community research program

  • online focus group

  • Web survey system

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Frage 23 von 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) _____.

Wähle eine der folgenden:

  • Web community

  • online panel provider

  • reference group

  • conventional focus group

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Frage 24 von 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.

Wähle eine der folgenden:

  • Web community research

  • an online panel provider

  • a Google consumer survey

  • online focus groups

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Frage 25 von 25

1

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

Wähle eine der folgenden:

  • 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

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