Test Bank Chapter 3 Marketing Research And Customer Insight

Chapter 3: Marketing research and customer insight

Test Bank

Type: multiple choice question

Title: Chapter 03 Question 01

1) Once the agency discusses the brief with the client, the agency provides a detailed outline of how they will investigate the problem. This document is called:

a. Research proposal.

b. Company overview

c. Sampling design.

d. Research methodology.

Type: multiple choice question

Title: Chapter 03 Question 02

2) The first, and probably the most crucial, stage of the marketing research process involves:

a. Undertaking the data analysis and interpretation.

b. Management problem definition.

c. Deciding the research plan.

d. Data collection.

Type: multiple choice question

Title: Chapter 03 Question 03

3) Secondary research, sometimes referred to as desk research, involves gaining access to the results or outcomes of previous research projects. Which of the following is a type of secondary data?

a. Government report of the population trends published in 1990.

Government sources;

The internet;

Company internal records;

Professional bodies and trade associations;

Market research company industry reports.

b. Internal sales records about current product sales.

Government sources;

The internet;

Company internal records;

Professional bodies and trade associations;

Market research company industry reports.

c. Survey data collected for the project being investigated.

Government sources;

The internet;

Company internal records;

Professional bodies and trade associations;

Market research company industry reports.

d. Answers (a.) Government report of the population trends published in 1990 AND (b.) internal sales records about current product sales, above.

Government sources;

The internet;

Company internal records;

Professional bodies and trade associations;

Market research company industry reports.

Type: multiple choice question

Title: Chapter 03 Question 04

4) If we were interested in determining whether an increase in temperature prompts the sale of Coca-Cola to increase we might use this type of research design:

a. Causal.

b. Descriptive.

c. Exploratory.

d. Exploratory or descriptive.

Type: multiple choice question

Title: Chapter 03 Question 05

5) Methodologies from this type of research attempt to uncover underlying motives and feelings. The data gathered is then interpreted focusing on meanings and is typically quite hard to replicate.

a. Quantitative research.

b. Qualitative research.

c. Mystery shopping.

d. Survey.

Type: multiple choice question

Title: Chapter 03 Question 06

6) This is a type of quantitative research method.

a. Surveys.

b. Focus groups.

c. Projective techniques.

d. In-depth interviews.

Type: multiple choice question

Title: Chapter 03 Question 07

7) The population elements are accorded a number and a sample is selected on the basis of a sample of generated random numbers which correspond to those pre-assigned numbers. This is an example of which probability sampling technique?

a. Simple random sampling.

b. Quota sampling.

c. Convenience sampling.

d. Snowball sampling.

Type: multiple choice question

Title: Chapter 03 Question 08

8) This is testing for the degree to which the data elicited might be reproduced in a later study and is a criterion for evaluating measurement scales as it represents how consistent or stable the ratings generated by a scale are.

a. External validity.

b. Internal validity.

c. Reliability.

d. Subjective judgement.

Type: multiple choice question

Title: Chapter 03 Question 09

9) This is knowledge about customers gained by different research activities. Information requires transformation to generate deeper understanding of customers.

a. Projective techniques.

b. Customer relationship management.

c. Customer insight.

d. Qualitative research methods.

Type: multiple choice question

Title: Chapter 03 Question 10

10) The degree to which the meaning of one language is represented in another after translation is _________________.

a. translation equivalence.

b. measurement equivalence.

c. sampling equivalence.

d. survey equivalence.

Type: true-false

Title: Chapter 03 Question 11

11) Marketing research is the design, collection, analysis and interpretation of data collected for the purpose of aiding marketing decision-making.

a. True

b. False

Type: true-false

Title: Chapter 03 Question 12

12) Causal research is a research technique used to generate ideas to develop hypotheses based around a management problem.

a. True

b. False

Type: true-false

Title: Chapter 03 Question 13

13) Descriptive research is a research technique used to test, and confirm, hypotheses developed from a management problem.

a. True

b. False

Type: true-false

Title: Chapter 03 Question 14

14) Qualitative research is research designed to provide responses to predetermined, standardized questions from a large number of respondents involving the statistical analysis of the responses.

a. True

b. False

Type: true-false

Title: Chapter 03 Question 15

15) Primary research is a technique used to collect data for the first time that has been specifically collected and assembled for the current research problem.

a. True

b. False

Type: true-false

Title: Chapter 03 Question 16

16) Customer insight is the organized, professional, systematic collection of information, typically through informal mechanisms, used for the achievement of strategic and tactical organizational goals.

a. True

b. False

Type: true-false

Title: Chapter 03 Question 17

17) Complexity in the international business environment makes international marketing research more complex because it affects the research process and design. When interpretation of behaviour, or objects, is similar across countries, conceptual equivalence exists.

a. True

b. False

Type: true-false

Title: Chapter 03 Question 18

18) With increasing digitization of business and consumers in everyday life the availability of such varied information is growing rapidly. The different sources employed in big data analysis can be divided into five categories: (1) public data, (2) private data, (3) data exhaust, (4) community data, and (5) self-quantification data

a. True

b. False

Type: true-false

Title: Chapter 03 Question 19

19) Systematic random sampling, where a specific characteristic(s) is used (e.g. gender, age) to design homogeneous sub-groups from which a representative sample is then drawn.

a. True

b. False

Type: true-false

Title: Chapter 03 Question 20

20) Measurement equivalence concerns an important aspect of the international research process. Words in some languages have no real equivalent in other languages.

a. True

b. False

Type: multiple choice question

Title: Chapter 03 Question 21

21) In qualitative research, samples are often selected using which sampling method?

a. Simple random.

b. Systematic.

c. Convenience.

d. Quota.

Type: multiple choice question

Title: Chapter 03 Question 22

22) Two types of panel are used in online research (Miles, 2004). This type of panel provides samples for survey-style information; it is made up of targets especially invited by email to take part, with a link to a web survey.

a. Survey

b. Access panels

c. Semiotic

d. Focus group

Type: multiple choice question

Title: Chapter 03 Question 23

23) _____________ is where a specific characteristic(s) is used (e.g. gender, age) to design homogeneous sub-groups from which a representative sample is then drawn.

a. Convenience sampling

b. Stratified random sampling

c. Quota sampling

d. Snowball sampling

Type: multiple choice question

Title: Chapter 03 Question 24

24) Introducing a new product into a chosen area and then observing its degree of success is the marketing research technique known as:

a. Laboratory experimentation.

b. Concept testing.

c. Market testing.

d. Observational technique.

Type: multiple choice question

Title: Chapter 03 Question 25

25) Marketing research has three research designs. These are:

a. Normative, descriptive, and explanatory.

b. Predictive, normative, and persuasive.

c. Exploratory, descriptive, and causal.

d. Flexible, interactive, and discovery-oriented.