FMbaba_Chapter_04

Which of the following demonstrates the real value of a company's marketing research and information system?

• the amount of data it generates

• the variety of contact methods it uses

• the tools it uses to gather information

• the customer insights it provides

• the type of sampling plan it follows

Which of the following sources constitutes the internal database of a company?

• commercial online databases

• supplier information

• the company's sales transactions

• reports sold by market research firms

• big data

________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

• Test marketing

• Marketing research

• Commercialization

• Integrated marketing

• Exclusive distribution

________ is often the most difficult but most critical step in the research process.

• Developing the research plan

• Collecting and analyzing the data

• Defining the problem and research objectives

• Interpreting the findings

• Gathering secondary data

________ is the final step in the marketing research process.

• Developing the research plan

• Determining a research approach

• Interpreting and reporting the findings

• Engaging in secondary research

• Collecting and analyzing the data

The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses.

• descriptive

• exploratory

• causal

• corrective

• experimental

________ data consist of information collected for the specific purpose at hand.

• Primary

• Secondary

• Derived

• Archival

• Historical

Information collected from commercial online databases or through Internet search engines are examples of ________ data.

• primary

• secondary

• first-hand

• experimental

• ethnographic

Which of the following is a quantitative approach to research?

• observational research

• online focus groups

• ethnographic research

• in-depth interviews

• marketing surveys

Mail surveys have many disadvantages so many marketers have switched to ________.

• telephone surveys

• Internet-based surveys

• group interviews

• personal surveys

• individual interviews