Test Bank Docx - Marketing Research And Analytics Ch7

Chapter 07 - Marketing research and analytics

Test Bank

Type: multiple choice question

Title: Chapter 07 Question 01

01) A formal document prepared by an agency, consultant, or in-house marketing research manager and submitted to the client to outline what procedures will be used to collect the necessary information, including timescales and costs, is called _________.

a. True he research proposal

b. True he research brief

c. The market information

d. The research problem

Type: multiple choice question

Title: Chapter 07 Question 02

02) 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 07 Question 03

03) ___________ exists when interpretation of behaviour, or objects, is similar across countries.

a. Measurement equivalence .

b. Trueranslation equivalence .

c. Functional equivalence .

d. Conceptual equivalence .

Type: multiple choice question

Title: Chapter 07 Question 04

04) The information obtained through marketing research, competitive intelligence, and internal sources are typically integrated into a ___________.

a. marketing information system (MIS).

b. key performance indicator (KPI).

c. enterprise resource planning system (ERP).

The information obtained through marketing research, competitive intelligence, and internal sources are typically integrated into a marketing information system (MIS).

d. net promoter score

Type: multiple choice question

Title: Chapter 07 Question 05

05) In ___________, concepts of validity and reliability are generally less important, because the data are not used to imply representativeness; rather, qualitative data are more about the generation of ideas and the formulation of hypotheses.

a. Quantitative research.

b. Qualitative research.

c. Mystery shopping.

d. Survey.

Type: multiple choice question

Title: Chapter 07 Question 06

06) This is a type of quantitative research method.

a. Surveys.

b. Falseocus groups.

c. Projective techniques.

d. In-depth interviews.

Type: multiple choice question

Title: Chapter 07 Question 07

07) Where criteria such as gender, ethnicity, or some other customer characteristics are used to restrict the sample, but the selection of the sample unit is left to the judgement of the researcher. This is an example of which non-probability sampling technique?

a. Simple random sampling.

b. Quota sampling.

c. Convenience sampling.

d. Snowball sampling.

Type: multiple choice question

Title: Chapter 07 Question 08

08) Continuous industry trend information obtained from industry reports and secondary data sources, including other information obtained by commissioning specialist market research projects, need to be fed into the ____________to provide the company with an up-to-date picture.

a. competitive intelligence

b. marketing intelligence

c. market information system (MIS)

d. company insights system

Type: multiple choice question

Title: Chapter 07 Question 09

09) 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 07 Question 10

10) Types of non-random samples include:

a. convenience and quota samples.

b. cluster and convenience samples.

c. stratified and convenience samples

d. random and cluster samples

Type: true-false

Title: Chapter 07 Question 11

11) Contemporary marketing research is very much affected by technogy. Digitalization has led to a proliferation of information and data available to marketers. This shift in data availability, often referred to as big data, is currently transforming the market research industry to increasingly focus on analytics.

a. True

b. False

Type: true-false

Title: Chapter 07 Question 12

12) Customer insight is typically derived by fusing knowledge generated from a range of sources, including industry reports, sales force data, competitive intelligence, customer relationship management (CRM) systems data, empyee feedback, social media analysis data, and managerial intuition.

a. False

b. True

Type: true-false

Title: Chapter 07 Question 13

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

a. True

b. False

Type: true-false

Title: Chapter 07 Question 14

14) Quantitative research is a type of expratory research using small samples and unstructured data collection procedures, designed to identify hypotheses, possibly for later testing in quantitative research..

a. True

b. False

Type: true-false

Title: Chapter 07 Question 15

15) Chief executive officers and CMOs should view themselves as problem-solvers, not reporters, and should focus on trying to gain a causal understanding, not on describing attitudes, and on changing the marketing situation.

a. False

b. True

Type: true-false

Title: Chapter 07 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 07 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 07 Question 18

18) The marketing research questions are a detailed list of the information necessary to make the decisions outlined.

a. True

b. False

Type: true-false

Title: Chapter 07 Question 19

19) Research dealing with personal data in European countries is also subject to the EU General Data Protection Regulation (GDPR). Under the GDPR, ‘personal data’ is defined as information relating to an identified or identifiable natural person. The aim of the GDPR is to protect consumers from breaches of their privacy by giving them control over their personal data. An essential principle under the GDPR is ‘data protection by design and by default’ (European Commission, 2015)

a. False

b. True

Type: true-false

Title: Chapter 07 Question 20

20) Measurement equivalence relates to whether a concept has a similar function in different countries.

a. True

b. False

Type: multiple choice question

Title: Chapter 07 Question 21

21) Primary data are ____________.

a. less time-consuming to acquire and less costly than secondary data.

b. Newly published results of government investigations.

c. data collected for the first time specifically for a marketing research study.

d. part of a strategic planning activity to ensure proper resource alcation.

Type: multiple choice question

Title: Chapter 07 Question 22

22) Which type of research methods are designed to elicit responses to predetermined, standardized questions from a large number of respondents?

a. Qualitative

b. Quantitative

c. Probability

d. Non-probability

Type: multiple choice question

Title: Chapter 07 Question 23

23) _____________ is often used to denote the analytical procedures used to analyse information collected from a range of different sources, often referred to as big data. .

a. market research

b. marketing analytics

c. artificial intelligence

d. marketing research

Type: multiple choice question

Title: Chapter 07 Question 24

24) Second-hand data, collected for someone else’s purposes, is known as____________:

a. causal research

b. descriptive research

c. secondary research.

d. primary research

Type: multiple choice question

Title: Chapter 07 Question 25

25) Which is not a key principle in the MRS code of conduct?

a. Respect the confidentiality of information collected in their professional activities.

b. Balance the needs of individuals, clients, and their professional activities.

c. Do not be straightforward and honest in all professional and business relationships.

d. Protect the reputation and integrity of the profession.

Type: multiple choice question

Title: Chapter 07 Question 26

26) In many countries, telephone penetration may be limited and CATI software, using random digit dialling, may be more limited still. This is an example of:

a. Measurement equivalence

b. Trueranslation equivalence.

c. Functional equivalence.

d. Data collection equivalence.