41. AMF Research Group must guard against problems during the implementation phase of marketing research for its clients. Typically, management will not encounter which of these problems?
a. Contacting respondents.
b. Respondents who refuse to cooperate or give biased answers.
c. Interviewers who make mistakes or take shortcuts.
d. Interpreting and reporting the findings.
e. Primary data that conflict with secondary data.
(Answer: d; p. 112; Challenging)
42. Researchers interpret and report findings to their managers. What might be a typical problem the researcher might encounter when discussing the findings?
a. Managers may be biased.
b. Managers may accept results that support their preconceived notions.
c. Managers may interpret the findings differently.
d. Managers may not believe the findings.
e. All of the above.
(Answer: e; p. 113; Easy)
43. Analytical models help analyze marketing information collected from research. These models can help answer _____ and _____ questions.
a. short; simple
b. what if; which is best
c. relevant; current
d. advanced; difficult
e. none of the above
(Answer: b; p. 113; Challenging)
44. What is the purpose of a data warehouse?
a. To gather information.
b. To integrate information a company already has.
c. To interpret data.
d. To analyze data.
e. To discard old data.
(Answer: b; p. 114; Moderate)
45. Tommy Baker is in charge of customer relationship management for American Pie Nostalgia. As a result of his effort in this area, his firm enjoys all of the following except _____.
a. providing higher levels of customer service
b. developing deeper customer relationships
c. creating offers tailored to specific customer requirements
d. understanding competition better
e. understanding how to better build the marketing mix
(Answer: d; p. 114; Moderate)
46. Hiro Chan knows that when CRM works well at his company, the benefits far outweigh the _____ and _____.
a. time; costs
b. time; risks
c. efforts; costs
d. costs; risks
e. efforts; risks
(Answer: d; p. 115; Moderate)
47. Siebel Systems claims that firms using its CRM software report an average of _____ percent increase in revenues and _____ percent increase in customer loyalty and staff efficiency.
a. 14; 16
b. 15; 18
c. 16; 20
d. 16; 21
e. 20; 30
(Answer: d; p. 115; Challenging)
48. Marketing information has no value until it is used to _____.
a. satisfy company objectives
b. make better marketing decisions
c. make management’s job easier
d. please stockholders
e. please customers
(Answer: b; p. 115; Easy)
49. This source of marketing information provides ready access to research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more. What do we call this?
a. A intranet.
b. An extranet.
c. The Internet.
d. An internal database.
e. Marketing intelligence.
(Answer: a; p. 115; Moderate)
50. For conservative small businesses and not-for-profit organizations, good marketing information may be collected by simple _____.
a. purchase
b. observation
c. questioning
d. surveying
e. focus groups
(Answer: b; p. 117; Easy)
51. When managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch to get reactions, they are using _____.
a. informal surveys
b. experiments
c. observation
d. focus groups
e. marketing intelligence
(Answer: a; p. 117; Moderate)
52. Small organizations can obtain most of this type of data available to large businesses with minimal effort. What type is it?
a. Census.
b. The Internet.
c. Secondary.
d. Primary.
e. Business.
(Answer: c; p. 117; Moderate)
53. You have been asked to locate secondary data for current research needs. Which of the following is not a common source for this type of research?
a. The business section at the local library.
b. The U.S. Small Business Administration.
c. The Internet.
d. INS records.
e. The local Chamber of Commerce.
(Answer: d; p. 117; Easy)
54. A common problem in international marketing research is the availability of _____.
a. primary data
b. research specialists
c. secondary data
d. intelligence limitations
e. consumers across cultures to answer surveys
(Answer: c; p. 118; Challenging)
55. In general, domestic researchers deal with fairly homogeneous markets. Foreign markets present the challenges of varying levels of economic development, cultures and customs, and _____.
a. import regulations
b. buying patterns
c. dislike of American goods
d. language barriers
e. social perceptions
(Answer: b; p. 118; Moderate)
56. Because of the scarcity of good secondary data, international researchers often must collect their own primary data. An initial problem with this collection is finding and developing good _____.
a. representative samples
b. research firms
c. rapport with nationals
d. relations with channel members
e. communication methods
(Answer: a; p. 118; Moderate)
57. What do many researchers encounter when conducting market research in foreign countries?
a. Some countries have few telephones that limit access to respondents.
b. Some countries have poor mail services.
c. Some countries have poor roads that limit personal contacts.
d. Some foreign cultures may not understand the value of marketing data.
e. All of the above.
(Answer: e; p. 118; Easy)
58. Cultural differences, especially involving language, can add to research costs in foreign markets and can increase the _____.
a. foreign trade
b. risks of error
c. likelihood of not finding a translator
d. likelihood that a smaller sample could be used
e. none of the above
(Answer: b; p. 119; Moderate)
59. A common problem researchers find when going international is that consumers vary in their _____ marketing research.
a. understanding of
b. beliefs in
c. attitudes toward
d. appreciation of
e. any of the above
(Answer: e; p. 119; Easy)
60. Even when respondents in other countries are willing to respond to research questions, they may not be able to because of _____.
a. high functional illiteracy rates
b. language barriers
c. lack of availability
d. limitations imposed by government
e. B and D
(Answer: a; p. 119; Easy)
61. Anna Gregory just completed reading a marketing research report about the top 25 countries that purchase American products. What might the report say about international research with these countries?
a. It is on the decrease due to high costs.
b. The costs are higher than the benefits.
c. There is a lack of qualified research personnel.
d. There is a growth in international research, and the costs of not doing it are high.
e. Their interpretations of American quality are about the same.
(Answer: d; p. 119; Moderate)
62. Choose the statement that is not a typical consumer reaction to intrusion on consumer privacy.
a. Sophisticated researchers probe our deepest feelings.
b. Marketers use this information to manipulate our buying.
c. Marketers build huge databases full of personal information.
d. Marketers make too many products and services available—it’s confusing.
e. None of the above.
(Answer: d; p. 119; Easy)
63. Your text points out that _____ Americans worry that companies have too much of consumers’ personal information and that _____ Americans feel their privacy is compromised if that information is used to sell products.
a. fewer than half of; fewer than half of
b. all; fewer than half of
c. fewer than half of; all
d. some; no
e. almost three-fourths of; about three-fourths of
(Answer: e; p. 121; Moderate)
64. It has been shown that consumers will gladly provide research information when researchers provide _____.
a. coupons
b. money
c. value for the exchange
d. prizes
e. any of the above
(Answer: c; p. 122; Challenging)
65. The best approach for researchers to take to guard consumer privacy includes all of the following except which one?
a. Ask only for the information needed.
b. Use information responsibly to provide value.
c. Avoid sharing information without the customer’s permission.
d. Sell the information only when it is worth it.
e. Fully explain to the respondents how the information will be used.
(Answer: d; p. 122; Easy)
66. Some companies often use study results as claims in their _____.
a. advertising
b. promotion
c. A and B
d. annual reports
e. all of the above
(Answer: c; p. 122; Easy)
67. Many research studies appear to be little more than vehicles for _____.
a. gathering names for resale
b. pitching the sponsor’s products
c. building company image
d. tearing down competition
e. training future salespeople to work with people face-to-face
(Answer: b; p. 122; Moderate)
68. Recognizing that surveys can be abused, several research associations have developed _____ and _____.
a. research conduct; standards of ethics
b. codes of research ethics; standards of conduct
c. safeguards; public policy
d. research ethics; safeguards
e. stiff fines; punishments for abusers
(Answer: b; p. 123; Challenging)
69. Which of the following statements is not true regarding information collected by marketers?
a. Managers lack information of the right kind.
b. Most managers do not need more information.
c. Most managers need better information.
d. Many managers are burdened by data overload.
e. Managers have the right information and they have enough of it.
(Answer: e; p. 97; Moderate)
70. The marketing information system can serve _____.
a. the company’s marketing managers
b. suppliers
c. resellers
d. marketing services agencies
e. all of the above
(Answer: e; p. 97; Easy)
71. Which of the following statements regarding marketing intelligence is(are) true?
a. Marketing intelligence is privately held information.
b. Much intelligence is difficult or impossible to collect.
c. All marketing intelligence is free.
d. Marketing intelligence is publicly available information.
e. B and D
(Answer: d; p. 99; Moderate)
72. Managers often start with _____ research and later follow with _____ research.
a. exploratory; descriptive
b. exploratory; causal
c. descriptive; causal
d. A and B
e. all of the above
(Answer: d; p. 103; Challenging)
73. Secondary data are _____.
a. collected mostly via surveys
b. expensive to obtain
c. sometimes not reliable
d. never purchased from outside suppliers
e. always necessary to support or refute the primary data collected
(Answer: c; p. 105; Moderate)
74. Secondary data must be _____.
a. relevant
b. accurate
c. current
d. impartial
e. all of the above
(Answer: e; p. 105; Easy)
75. Ethnographic research _____.
a. comes from traditional focus groups
b. provides greater insights into buying behavior
c. provides secondary data
d. is most popular in the service sector
e. provides data to marketers when observation is impossible
(Answer: b; p. 106; Moderate)
