Quiz 4: Marketing Research and Customer Insights

Market research can provide valuable customer insights. Truly _______-led companies recognize that they need to always be in touch with what is happening in the marketplace. A)production B)market C)product D)sales

When evaluating any marketing research study, the research validity, reliability, the sample frame and sample size and the sample's _______ should be considered. A)representativeness B)responsiveness C)originality D)accessibility

Market research findings should be _______. This means that similar findings would be found if the study was repeated. A)valid B)reliable C)impactful D)viable

Good marketing research is research that is _______, in that the research is measuring what it intended to measure. A)reliable B)viable C)valid D)pliable

For a marketing research study to be _______, the study should accurately represent the larger population. A)valid B)representative C)reliable D)viable

One of the ethical criticisms of marketing research is _______ which refers to the practice of selling in the guise of marketing research. A)slugging B)lugging C)sugging D)mugging

Although marketing research is an important vehicle by which organizations can learn more about their customers, its reputation is being sullied by the prevalence of _______ surveys and other questionable practices. A)valid B)proprietary C)bonus D)bogus

Sugging is _______. A)using marketing research to gather information B)making up answers to marketing research questions that are untrue C)selling under the guise of marketing research D)supplementing bogus questions for genuine questions on a survey form

Customer insights can inform many aspects of company decision making, such as _______. A)product innovation B)product design C)advertising campaigns D)all of the above

Internal market information is potentially useful when companies want to get to know their current customers better. The following techniques can be used: marketing databases, _______ systems and website analysis. A)CRM B)CPR C)MRM D)MPR

A very good place for an organization to begin answering a research problem is by looking at what information it currently already has available to it. This information is known as _______. A)external market information B)internal market information C)macro environment information D)micro environment information

In order to collect internal market information, companies may use marketing databases, CRM systems and _______ analysis. A)payment B)accounts C)stock D)website

What type of data is normally stored on a marketing database? A)Past transactions B)Demographic data C)Lifestyle data D)All of the above

A marketing _______ should include information on customers: types of purchases, purchase value and responsiveness to promotional offers. A)process B)system C)database D)scheme

_______ schemes are a very useful means of collecting data about customers: their types of purchases, frequency of purchase, purchase value and responsiveness to promotional offers. A)Brand B)Loyalty C)Retail D)Collection

CRM is a term used to describe the methodologies, technologies and e-commerce capability used by companies to manage _______ relationships. A)competitor B)customer C)core D)company

CRM involves the development of a single _______ with customer information which can be used to inform all staff who deal with customers. A)organization B)methodology C)database D)process

A CRM system has allowed many companies to find that they are subject to the Pareto principle, that is, that 80 percent of their profits may come from _______ percent of their customers. A)20 B)40 C)30 D)10

Customer Relationship Management (CRM) allows firms to measure customer retention, customer _______ and customer acquisition. A)deception B)depletion C)detection D)defection

Customer information can be provided by analyzing website behaviour. Most websites use Google _______ to monitor consumer behaviour while visiting a website. A)Glass B)Analytics C)Search D)Adwords

Some of the key metrics used for website analysis are unique users, page views and _______. A)accessibility B)inactivity C)interactivity D)predictability

Good marketing is rooted in a deep knowledge of _______ needs and preferences. A)customer B)employee C)distributor D)supplier

Marketing research specialists can use a variety of sophisticated research methods to try to reveal rational and _______ motive drivers which can form the basis for the design and implementation of appropriate marketing campaigns. A)wide-seated B)shallow-seated C)deep-seated D)cold-seated

Given the information age we live in, most organizations face a _______ rather than a deficit of information and must be able to intelligently sort through all the information available to convert it into usable customer insights. A)surplus B)lack C)dearth D)insufficiency

The marketing research industry is a huge one, estimated to be worth over $39.08 billion globally in 2012 and $15.64 million in Europe or _______ percent of the total global spend. A)30 B)40 C)50 D)60

Some of the highest growth rates for marketing research have been in _______ economies such as Nigeria, Kenya, Argentina and Indonesia, which have attracted the interest of marketers. A)growing B)static C)declining D)developed

Which of the following are examples of marketing research? A)Casual discussions with customers at exhibitions B)Monitoring online forums C)Focus group interviews D)All of the above

Marketing research is only used by commercial companies to gain customer insights.

An ad-hoc research study focuses on which of the following? A)Testing the effectiveness of an advert B)Focuses on a specific marketing problem and collects data at one point in time from one sample of respondents C)Interviews the same sample of people repeatedly D)All of the above

Which of the following is not an example of an ad-hoc study? A)Corporate image surveys B)Attitude surveys C)Retail audit D)Advertising evaluation studies

Custom designed surveys are based on which of the following? A)The recommendations of the agency B)The specific needs of the client C)On past surveys carried out D)All of the above

Surveys where space is bought on questionnaires for face-to-face or telephone interviews are called which of the following? A)Space panels B)Omnibus surveys C)Retail audits D)Consumer panels

Which of the following is an example of continuous research? A)Retail audits B)Television viewership panels C)Consumer panels D)All of the above are examples of continuous research

What information does a consumer panel provide? A)Their television viewership patterns B)Their attitudes towards certain brands C)Their attitudes towards certain adverts D)Information on their purchases over time

Why are consumer panels used? A)It helps build a demographic profile of the type of person who buys particular brands B)It tracks people's attitudes towards certain brands C)It helps build a demographic profile of the type of person who watches particular television programmes D)It helps ascertain which adverts are effective

Retail audits cannot measure which of the following? A)Sales achieved by stores B)Sales levels for brands C)Brand loyalty and switching D)Market share

Peoplemeters record which of the following? A)Record who is watching B)Record whether the set is on/off C)Record which channel is being watched D)All of the above are recorded

Which of the following is the first stage of the marketing research process? A)Collect sample B)Initial contact C)Pre-test survey D)Collect data

What information should be provided at the research brief stage? A)Costings, background information, deadlines for completion and past research carried out B)Timetable, background information, the scale of the project and sources of information C)Timetable, costings, past research carried out and background information D)Costings, timetable, background information and list of vompetitors

Why should a research brief be in written form? A)So that the approximate length of the time the research will take can be estimated B)So that the cost of the research can be evaluated C)So that misunderstandings are minimised D)So that the research can be carried out quicker

Which of the following should be included in a research proposal? A)Costs, a statement of objectives, what will be done B)Costs, what will be done, timetable C)Costs, what will be done, a statement of objectives, timetable, past research work D)Costs, timetable, what will be done, a statement of objectives

Research that involves the preliminary exploration of a research area prior to the main quantitative data collection stage is called? A)Exhaustive research B)Exploratory research C)Continuous research D)Ad-hoc research

Which of the following is not an exploratory research activity? A)Group discussions B)Quantitative research C)Secondary research D)Observation

Why is exploratory research carried out? A)Improves researcher's understanding of key research issues B)It is inexpensive to carry out C)Highlights definitive causalities D)Because it is demanded by the client

When the researcher actively collects new data, for example by interviewing respondents, this is called which of the following? A)Primary research B)Secondary research C)Exploratory research D)Respondent research

Secondary research can be found through which of the following? A)Examination of internal records, and reports of research previously carried out for the company B)Examination of internal records, and reports of research previously carried out for the company and external sources C)Interviewing respondents D)Observation

Which of the following is not an example of an external source of secondary information? A)Census B)Trade magazine C)Sales invoice D)Government statistics

Which of the following are the main forms of qualitative research? A)Secondary research and surveys B)Surveys and depth interviews C)Secondary and primary research D)Group discussions and depth interviews

Qualitative research aims to establish which of the following? A)Sales, profit and market share levels within an industry B)Sales and market share levels within an industry C)Customers' attitudes, values, behaviour and beliefs D)Competitors' attitudes, values, behaviour and beliefs

The group leader who manages the discussion within a focus group is called which of the following? A)A regulator B)An accommodator C)An interpreter D)A moderator

Which of the following is an optimal number of people involved in a focus group? A)1-3 B)20-30 C)6-12 D)12-20

Focus groups involve which of the following? A)Unstructured discussions between a group leader, and a group of consumers B)Unstructured or semi-structured discussions between a group leader, and a group of consumers C)Structured discussions between a group leader, and a group of consumers D)None of the above

Focus groups help primarily with the construction of which of the following research tools? A)Observational scenarios B)Questionnaires C)Experiments D)Future in-depth interviews

What are the advantages of carrying out on-line focus groups? A)Interaction between focus group members and minimal cost B)Minimal cost, richer insights, focus groups members feel secure C)Minimal cost, truthfulness of responses and interaction between focus group members D)Not constrained by location, minimal costs, richer insights and interaction between focus group members

Why are individual depth interviews used rather than focus groups in some cases? A)When the presence of other people could inhibit honest answers and viewpoints B)Where the individual is an expert on a particular topic C)When the topic requires individual treatment D)All of the above are reasons why depth interviews are used

Why is observational research of growing importance? A)Because of legal restrictions with other research methodologies B)Because of its ability to provide in-depth understanding C)Because it is inexpensive and quick to carry out D)All of the above

Observation can be conducted by means of human or _______ means. A)mechanical B)data C)depth D)focus

Which of the following are examples of mechanical observation? A)Eye tracking technology B)Video recording C)Facial image software D)All of the above

_______ marketing research is a form of mechanical observation which involves observing brain responses to marketing stimuli. A)Cognitive B)Neuro C)Affective D)Conative

_______ research involves using techniques employed by anthropologists and biologists, which places an emphasis on the observation of species in their natural settings. A)Psychological B)Physiological C)Neuro D)Ethnographic

Ethnographic research normally involves a combination of both _______ and in-depth or focus group interviewing. A)survey B)observation C)experimental D)causal

Online ethnographic research is known as _______. A)netnography B)onlineography C)digitalography D)wobography

Ethnographic research can be used to collect which types of data about human behaviour? A)What consumers do B)How they live their lives C)How they shop D)All of the above

What is meant by "defining the sample population"? A)Estimating the total inhabitants of a country B)Estimating the total inhabitants of a country and segmenting them into different age groupings C)Defining the total number of people to survey in a research study D)Defining the group which forms the subject of study in a particular survey

________ research involves a semi-structured in-depth study of small samples in order to gain deep customer insights. A)Qualitative B)Secondary C)Quantitative D)Erroneous

________ research is a structured study of small or large samples using a pre-determined list of questions or criteria and the structured analysis of findings. A)Qualitative B)Secondary C)Quantitative D)Erroneous

Which of the following is not a qualitative research methods? A)Focus group interviews B)Ethnographic research C)Observation studies D)Surveys

Which of the following is a quantitative research method? A)Depth interviews B)Ethnographic research C)Focus group interviews D)Experiments

There are two main ways for a company to carry out marketing research: it may either carry out the work itself or employ the services of a marketing research _______. A)agency B)group C)study D)department

It may be feasible for a company to carry out marketing research if it has its own _______ department and/or a marketing research executive on its staff. A)advertising B)marketing C)promotional D)production

When a company designs the research themselves but employs an outside marketing research agency to conduct its research, this agency is known as a _______ agency. A)fielddata B)fieldstaff C)fieldwork D)fielddesign

A marketing research agency that carries out all activities in the marketing research process is known as a _______ agency. A)full-service B)full-stop C)full-scope D)full-scale

The leading marketing research agency worldwide is _______. A)The Kanter Group B)Ipsos SA C)Nielsen Holdings NV D)GFK SE

Why is sampling carried out? A)So as the total population can be divided into segments B)So as to provide results that are representative C)So as one can estimate the total population D)So as not to interview the entire population

A list or other records of the chosen population from which a sample can be selected is known as which of the following? A)Sampling error B)Sampling population C)Sampling frame D)Sampling process

When interviewers are instructed to ensure that the sample comprises a required number of individuals meeting pre-set conditions, it is known as which of the following? A)Convenience sampling B)Stratified sampling C)Quota sampling D)Random sampling

Which of the following statements is true? A)The greater the sample size, the more likely to experience sampling error B)The greater the sample size, the less likely the survey will be representative C)The larger the sample size, the more likely that the sample will represent the population D)The smaller the sample size, the more likely that the sample will represent the population

In practice, the number of people interviewed is based on which of the two following considerations? A)A balance between sampling error and cost considerations B)A balance between sampling frame and cost considerations C)A balance between quota sampling and sampling error D)A balance between the sampling process and the survey used

The error caused by not including everyone from the population in the sample is called which of the following? A)Sampling error B)Survey error C)Population error D)Sampling frame error

The level of experimental control associated with face-to-face surveys is which of the following? A)Low B)Medium C)High D)Not applicable

The level of experimental control associated with mail surveys is which of the following? A)Low B)Medium C)High D)Possible

Response rates are the highest for which form of survey method? A)Face-to-face surveys B)Telephone surveys C)Mail surveys D)Online surveys

Response rates are the lowest for which two forms of survey method? A)Telephone and face-to-face surveys B)Mail and telephone surveys C)Face-to-face and online surveys D)Mail and online surveys

Which of the following is the costliest survey method? A)Face-to-face surveys B)Telephone surveys C)Mail surveys D)Online surveys

Which of the following survey methods allows for the sampling of widely dispersed populations? A)Mail and telephone surveys B)Mail and online surveys C)Face-to-face and online surveys D)Face-to-face and mail surveys

Which of the following are disadvantages to carrying out face-to-face interviews? A)Tend to be more expensive than other methods B)The presence of an interviewer can cause bias C)Samples less widely dispersed population D)All of the above are disadvantages

Why is refusal less likely for face-to-face interviews than other survey methods? A)Due to convenience of research method B)Due to personnel contact C)Due to its ability to deal with sensitive questions D)Due to its use of open ended questions

What does the acronymC.A.T.I. stand for? A)Category Approved Teaching Instrument B)Computer Aided Telephone Interviewing C)Continuous Assessment Thought Investigation D)None of the above

What is the major problem associated with mail surveys? A)The costs associated with method B)The targeting of respondents C)Difficulty in analysis

The "Total Design Method" for mail surveys recommends which of the following? A)TDM recommends that the researcher should help facilitate responses by including a postage paid response device, plus a personalized cover letter. B)TDM recommends both the careful design of the questionnaire to make it as short as possible and a cover letter expressing the researchers gratitude for the respondents assistance C)TDM recommends both the careful design of the questionnaire to make is easy to analyse and an accompanying cover letter, saying that for every completed and returned survey a donation will be made to charity D)TDM recommends both the careful design of the questionnaire to make is easy to complete and an accompanying personalized cover letter emphasizing the importance of the research

What sampling problems arise through the use of online surveys as the survey method? A)Obtaining a cross-sectional sample can be severely restricting, as Internet users tend to be from more younger and affluent groups in society B)The sample is too broad to be representative. The Internet allows for responses from anywhere in the global, therefore increasing the difficulty in analysis C)Samples are usually too low to make inferences on the general population D)Samples are too large, making analysis difficult

Which of the following is a condition necessary to get a true response to a question from a respondent? A)Respondents must understand the question B)Respondents must be able to provide the information C)Respondents must be willing to provide it D)All of the above are necessary conditions

Dichotomous questions allows for which of the following? A)Open responses B)Two possible responses C)Multiple responses D)Responses to be answered on a scale

Which of the following statements is true? A)It is sensible to start with sensitive questions as they are the most difficult for the respondent to answer and leave easy-to-answer questions until last B)Sensitive questions should never be asked, as respondents will feel too uncomfortable C)It is sensible to start with easy-to-answer questions to relax the respondent and leave sensitive questions until last D)Easy-to-answer questions should be asked at the start, with sensitive questions placed randomly in the order of questions to be asked

Which of the following is not important in the design stage of a questionnaire? A)The type of respondents to sample B)The wording and instructions of the questionnaire C)The ordering of the topics D)The type of questions to be asked

The stage where a preliminary questionnaire has been designed and is tested for faults on a representative sub-sample is called which of the following? A)Preliminary stage B)Fault stage C)Pilot stage D)Proof stage

The aims of piloting a questionnaire are which of the following? A)Tests the questionnaire analysis and helps to estimate resources needed for a survey B)Tests the questionnaire design and helps to estimate costs C)Tests the data collection protocols in place and helps to reduces mistakes D)None of the above

Why is cluster analysis used on questionnaire data? A)To group data B)To describe data C)To determine if there is a relationship between variables D)To establish cause and effect

Which of the following should not be included in a research report? A)Research method B)Previous related research C)Appendices D)All of the above should be included in a research report

A system in which marketing information is formally gathered, stored, analysed and distributed to managers in accord with their informational needs on a regular, planned basis is called which of the following? A)Marketing illumination system B)Marketing importance system C)Marketing information system D)Marketing ideal system

Why is the design of an MkIS important? A)Since the informational inputs are intangible B)Since such a system is costly C)Since the quality of an MkIS has been shown to affect the effectiveness of decision-making D)Since the information obtained from an MkIS can lead to information overload

An MkIS comprises of which four elements? A)External continuous data, external ad-hoc data, environmental scanning, and marketing research B)External continuous data, external ad-hoc data, environmental intelligence, and marketing research C)Market intelligence, external ad-hoc data, environmental intelligence, and marketing research D)Internal market information, market intelligence, environmental scanning, and marketing research

Which of the following is an example of market intelligence? A)Market research reports B)Sales invoices C)Government statistics D)Published data

What is the prime task of an information system? A)To avoid information overload, as too much information clouds a manager's judgement B)To collate as much information as possible, so that managers have all the appropriate information available in order to make informed business decisions C)To eliminate irrelevant information by tailoring information flows to individual manager's needs D)To process information in a logical and coherent fashion, helping to facilitate decision making

Which of the following statements is true? A)Primary data should be collected before secondary data B)Secondary data should be collected before primary data C)Primary and secondary data should be collected at the same time D)None of the above statements are true

The gathering of data and information on the market is called which of the following? A)Marketing research B)Data mining C)Marketing surveys D)Data collection

A document defining what the marketing research agency promises to do for its client, and how much it will cost is called which of the following? A)Marketing plan B)Research brief C)Research proposal D)Marketing research report

Data that has already been collected by another researcher for another purpose is called which of the following? A)Secondary research B)Exploratory research C)Ad-hoc research D)Qualitative research

The term used in research to denote the selection of a sub-set of the total population in order to interview them is called which of the following? A)Sampling frame B)Sampling process C)Exploratory process D)Exploratory selection

The preliminary exploration of a research area, prior to the main data collection stage is called which of the following? A)Research brief B)Depth interviewing C)Exploratory research D)Survey design

Which of the following is not a source of external secondary data? A)Financial Times newspaper B)Sales records C)Minitel marketing intelligence D)Business Periodicals Index

Which of the following is an example of a sampling frame? A)Kompass directory of companies B)Fortune 500 - Top 500 Global Companies C)The electoral register D)All of the above can be used as sample frames

The ability to probe is highest with which of the following survey methods? A)Face-to-face surveys B)Telephone surveys C)Mail surveys D)Online surveys

Which of the following survey methods are the lowest in terms of cost? A)Face-to-face & online surveys B)Online & mail surveys C)Mail & face-to-face surveys D)Telephone & mail surveys

What is the difference between a research brief and a research proposal? A)There is no essential difference between the documents, although both facilitate the research process B)A research proposal is a written document stating the proposed sampling process, whereas a research brief is a document summarizing the main finding of the research report C)A research proposal is a written document stating the client's requirements whereas a research brief is a document defining what the marketing research agency promises to do for its client and how much it will cost D)A research brief is a written document stating the client's requirements whereas a research proposal is a document defining what the marketing research agency promises to do for its client and how much it will cost

What are the limitations of the internet as a data collection tool? A)Costly B)Response rates are lower than other research methods C)Difficulty in analysis D)Anonymity of respondents to questions

Observation studies help complete which of the following? A)Selection of sampling frame B)Secondary research C)Exploratory research D)Quantitative research

Internal secondary data can be found from which of the following? A)Sales invoices B)Customer complaints C)Marketing plans D)All of the above

The main aim of marketing research is which of the following? A)To gather as much relevant information as possible B)To prevent information overload C)To help improve decision making D)To find out what competitors are offering

The system in which marketing information is formally gathered, stored, analyzed and distributed to managers in accord with their informational needs on a regular planned basis is called marketing knowledge systems.

Depth interviews involve the interviewing of individual consumers about a single topic for perhaps one or two hours.

Secondary data should be collected before primary data.

A research proposal is a written document stating the client's requirements.

Primary research is the preliminary exploration of a research area prior to the main data collection stage.

Sampling frame is a term used in research to denote the selection of a sub-set of the total population in order to interview them.

Piloting involves the assignment of numbers to specific responses in order to facilitate the analysis of the questionnaires later on.

Telephone interviews generally have a higher response rate than mail questionnaires but lower than face-to-face interviews; their cost is usually less than face-to-face but higher than for mail surveys; and they allow a degree of flexibility when interviewing.

For face-to-face interviews, the personal element in the contact makes refusal more likely.

Stratified random sampling is where the population is broken into groups and a random sample is drawn from each group.

Secondary data can be found by examination of internal records, and reports of research previously carried out for the company.

Continuous studies interview the same sample of people repeatedly and the main types of continuous research include; consumer panels, retail audits and television viewership panels.

The main forms of qualitative research include; group discussions and depth interviews.

Research data that has come to a researcher "second hand", where other people have compiled the data, cannot be used in a marketing research report, only primary data can be included.

A research proposal should include the following; a statement of objectives, what will be done, timetable, and costs.