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Chapter 9 multiple choice review
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Questions in this quiz (25)
1which of the following is a similarity between in home personal interviews and executive interviews?
- Aboth have the benefits of actual or promised anonymity for respondents.
- Bboth tend to be expensive.
- Cboth require computer assisted interviewing.
- Dboth are similar in that they save time
2which of the following is a criticism of online panels?
- Athey lead to biased and misleading results as members receive incentives to join the panel.
- Bthey tend to require the presence of a moderator to control the discussion.
- Cthey lead to incorrect results as panel providers are not permitted to select panel members based on the current requirements.
- Dthey involve very long discussion times as panel members discuss among themselves while offering suggestions.
3Unlike traditional surveys, internet surveys:
- Acan be targeted at a specific group of people.
- Btake a considerable amount of time and effort on the part of the respondents.
- Cincur training, telecommunications, and management costs.
- Dcan be personalized for greater relevance to each respondent.
4Which 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?
- AIdentifying profitable and unprofitable customers
- BLeveraging customer information
- CIdentifying customer relationships with the organization
- DStoring and integrating customer data
5The 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?
- AProduct differentiation
- BCannibalization
- CMarketing research
- DPlanned obsolescence
6which of the following is an advantage of primary data?
- AIt incurs less cost than secondary data to collect relevant information.
- BIt answers specific research questions that secondary data cannot answer.
- CIt consists of data that is easily available to any interested party.
- DIt helps avoid interviewer biases in the process of collecting necessary data.
7Kay & 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?
- Aprimary
- Bordinal
- Csecondary
- Dnominal
8the first step in marketing research process is to:
- Aspecify the sampling procedures to be followed
- Brecognize a marketing problem or opportunity
- Ccollect date from the available sources
- Dplan a research design and gather secondary data
9Jetsetter 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?
- AQualitative data
- BRaw data
- CSecondary data
- DPrimary data
10Unlike a marketing research problem, a management decision problem:
- Amakes use of the marketing research objective.
- Bprovides insightful decision-making information
- Cfocuses on problems that are much broader in scope.
- Dtends to be more information oriented than action oriented.
11According to the Maritz Marketing Research Loyalty Report, the attribute program values refer to:
- Aprogram freshness, access to exclusive events, and personalized experiences.
- Bpride of membership, program uniqueness, and meeting customer needs.
- Cthe ability to earn and redeem points and quality of rewards.
- Dthe ability to interact with programs via Web site, mobile, and customer support.
12What is a moderator's major role in online focus groups?
- ATo limit a discussion to closed-ended questions
- BTo type in questions online for all respondents to see
- CTo make sure the costs incurred with online focus groups remain relatively low
- DTo let respondents control a discussion
13Which of the following is true of one-way frequency counts?
- AThey simply record the responses to a question.
- BThey let analysts look at the responses to one question in relation to the responses to one or more other questions.
- CThey include hypothesis testing and regression analysis.
- DThey are rarely done in data analysis as they do not provide an in-depth interpretation of the collected data.
14Which role of marketing research helps address “what if" questions?
- APredictive
- BDiagnostic
- CPrescriptive
- DDescriptive
15Which of the following information should be included at the beginning of a research report?
- AA brief explanation about the research design
- BA clear, concise statement of the research objectives
- CA detailed discussion on the methodology employed
- DA short discussion on the major findings in the research
16Which of the following is specified by the research design?
- AThe research questions to be answered
- BThe management decision problem to be solved
- CHow the final research report will be written
- DHow the information obtained will be used
17_____ data is defined as data that has been previously collected for any purpose other than the one at hand.
- APrimary
- BNominal
- CDiscrete
- DSecondary
18Cloyd’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.
- Arhetorical
- Bopen-ended
- Cscaled-response
- Ddichotomous
19 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 _____.
- Aquantitative research
- Bvirtual shopping
- Cobservation research
- Dbehavioral targeting
20A _____ sample is a sample in which every element in the population has a known statistical likelihood of being selected.
- Aquota
- Bprobability
- Cjudgment
- Dconvenience
21Gerrard, 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.
- Aconvenience
- Bsnowball
- Cquota
- Drandom
22Vaikel 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.
- Aonline panel provider
- BWeb community research program
- Conline focus group
- DWeb survey system
23A carefully selected group of consumers who agree to participate in an ongoing online dialogue with a particular corporation is known as a(n) _____.
- AWeb community
- Bonline panel provider
- Creference group
- Dconventional focus group
24The 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.
- AWeb community research
- Ban online panel provider
- Ca Google consumer survey
- Donline focus groups
25To initiate a customer relationship management cycle, a company must focus on _____.
- Ausing big data analytics to enhance the collection of customer data
- Bcollecting detailed information about the products and services its customers are using
- Cidentifying profitable and unprofitable customers
- Dtransforming customer data into information that can be used to make managerial decisions
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- marketing chapter 9
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- Savvy Individuals
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- English
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