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Customer relationship management (CRM) is used to A. collect consumer data. B. enhance company image. C. give managers knowledge about consumers. D. develop promotional strategies.When u
Customer relationship management (CRM) is used to
A. collect consumer data.
B. enhance company image.
C. give managers knowledge about consumers.
D. develop promotional strategies.
When using external secondary data from published sources, the fundamental problem is identifying and accessing what is there. What should be the first step in this process?
A. Identify what you want to know and what you already know about your topic.
B. Develop a list of key terms and authors.
C. Enlist the assistance of a reference librarian.
D. Compile literature you have already found.
What should you do if the information you’ve compiled in a search of external data is insufficient or not relevant to your needs?
A. Consult a reference librarian at a public or university library.
B. Create a new research proposal.
C. Rework your list of key terms and names and expand your search to include more sources.
D. Manipulate data in the model system of your firm’s DSS
After a marketing manager identified what she needs to know and what she already knows about a problem, she discovers that relevant, internal secondary data don’t exist to support a decision process. What is the next step the manager should take?
A. Consult the company’s reference librarian
B. Identify and consult with authorities in the subject matter
C. Begin a primary data collection effort
D. Develop a list of key terms and names
Modern information systems (MIS) are characterized by
A. the dependence on large mainframe computers.
B. the ability of users to request information themselves.
C. limited involvement in Internet technology.
D. control of systems by an MIS department manager
If a researcher wants to manipulate large amounts of data to explore changes in operational procedures, he or she will use
A. expert systems.
B. commercial databases.
C. artificial intelligence.
D. model systems.
All of the following terms are associated with the dialog system except
A. modeling system.
B. self-prepared reports.
C. language system.
D. data mining
Data such as transactional data collected by banks, airlines, and retailers is known as _______ data.
A. collected
B. structured
C. unstructured
D. random
The variety dimension of big data refers to
A. the pace of data flow, both in and out of a firm.
B. the different storage device capacities available for storing big data.
C. the diversity of types, or forms, of data.
D. the amount of data being collected
The pace at which data flows in and out of a firm is commonly referred to as the _______ dimension of big data.
A. volume
B. velocity
C. variety
D. vastness
Which of the following represents the greater challenge when it comes to understanding consumers’ online activities?
A. Counting the number of times a website or banner has been accessed
B. Counting the revenue from online transactions
C. Encouraging survey participation
D. Determining the demographics of visitors to a website
A key trend in obtaining marketing intelligence involves the joining together of many different pieces of consumer information with technology. This process is called
A. enterprise resource planning (ERP).
B. actionable information.
C. knowledge management.
D. customer relationship management (CRM)
A marketing _______ is one way of visually presenting relevant marketing information to a manager.
A. guide
B. dashboard
C. control panel
D. book
Which term describes the service used by researchers in an attempt to provide an overall assessment of the effectiveness of a marketing campaign across multiple media platforms?
A. Cross platform services
B. Portable people meters
C. Media-sponsored readership studies
D. Multi-media diaries
_______ analysis tries to uncover explanatory, future-based models of business performance based on the relationship between data inputs and business outcomes.
A. Regression
B. Perceptive
C. Predictive
D. Descriptive
Which one of the following statements best represents the analytics skills challenge of big data integration?
A. Big data analytics is a discipline too new to provide meaningful employment opportunities.
B. Most companies have not yet accumulated enough data to have a need for big data analytics.
C. There’s too much data, and companies lack the right skills to manage data effectively.
D. The level of skill required for big data analytics is too low to attract quality job candidates into the profession.
A regional sales manager wants to create a table and figure showing the productivity of the company’s sales force over the past 10 years. To do this, the manager will use a _______ system.
A. data
B. marketing information
C. dialog
D. model
What is a big advantage of the systems approach over the project approach?
A. The systems approach requires no special software or programming.
B. The systems approach makes current information available to managers when they need it.
C. The systems approach automatically gathers all needed information.
D. The systems approach examines behaviors at only one point in time.
The Nielsen television ratings are computed from data gathered by means of
A. smartphone apps.
B. gaming consoles that are attached to television sets.
C. telephone surveys of representative viewer sample.
D. people meters and diaries.
Tesco, the British supermarket retailer, has been successful largely because of its
A. great amounts of customer information.
B. exceptional promotional strategies.
C. Clubcard program.
D. extensive global expansion
When comparing the independent samples t-test for means and the paired sample t-test for means, one t-test A. measures from separate groups while the other is for measures from the same group.
When comparing the independent samples t-test for means and the paired sample t-test for means, one t-test
A. measures from separate groups while the other is for measures from the same group.
B. continuous variables while the other is for categorical variables.
C. small sample sizes while the other is for large sample sizes.
D. univariate analysis while the other is for multivariate analysis
A brand product manager needs to know if men and women hold different attitudes about a product. What test should the brand product manager use?
A. Cross-tabulation
B. Paired sample t-test for means
C. Independent samples t-test for means
D. Pearson chi-square test of independence
The level of significance chosen for an appropriate level of error related to the probability of rejecting a null hypothesis is usually set at what value?
A. 0.20
B. 0.10
C. 0.05
D. 0.50
Which of the following strategies for handling missing data makes maximum use of the data?
A. Eliminating questionnaires with missing data
B. Eliminating the case with the missing data in analyses using the variable(s) for which data is missing
C. Reporting the number of blanks as a separate category
D. Substituting values for the missing data
The reporting technique for rating scale questions that presents the percentage of respondents who checked one of the top two positions on a rating scales is known as the
A. ad hoc category combination.
B. expedient analysis technique.
C. two-box technique.
D. paired t-test for means
If the significance level is set at 0.05, a p-value is considered significant under which of the following circumstances?
A. When a Type 1 error has been made
B. If the p-value is less than 0.05
C. When a Type 2 error has been made
D. If the null hypothesis is proven false
A bar chart where the values of a variable are placed along the x-axis and the absolute or relative frequency along the y-axis is called a _______ and can be developed from the _______.
A. histogram; one-way frequency tabulation
B. frequency polygon; one-way frequency tabulation
C. cumulative distribution graph; cumulative data
D. bar graph; cumulative data
When survey participants have answered questions that require a numerical response on five possible locations ranging from “strongly disagree” to “strongly agree,” the individuals preparing the data will follow instructions used for coding
A. subjective data.
B. raw data.
C. open-ended items.
D. closed-ended items
A frequency analysis reveals that the percentage of men owning Dalmatians is 9.93472. Which of the following illustrates the best way to display this finding?
A. 9%
B. 9.9%
C. 9.93%
D. 10%
If a researcher were to take 10 Asian countries where per capita income and automobile ownership by per capita were known, the researcher could likely find the overall picture of market size for the market by using which of the following methods?
A. Cross tabulation
B. Chain ratio method
C. Frequency analysis
D. Regression analysis
What is the purpose of the coding process?
A. To determine if the raw data meets minimum quality standards
B. To detect incorrect or invalid responses
C. To transform raw data into symbols
D. To encrypt the raw data so that it is secure from unauthorized use
When the p-value turns out to be lower than a 0.05 significance level, which action should be taken?
A. Measure the results against standard probability values.
B. Use a different teasing measure.
C. Reject the null hypothesis.
D. Accept the null hypothesis.
The main aim of editing is to establish
A. minimum quality standards for the raw data.
B. a balance between costs and accuracy.
C. codes for the raw data.
D. that the analysis is valid.
What contains explicit directions about how raw data from the questionnaires are coded in the data file?
A. Random file
B. Codebook
C. Data file
D. Spreadsheet
You have just completed data collection for a research project. Which of the following is the first thing you should do with the data?
A. Build a data file.
B. Run frequencies on the data to check for blunders.
C. Examine the data to detect and resolve incorrect, missing, or incomplete responses.
D. Determine the categories or classes you’ll use to code open-ended questions.
You have just completed data collection for a research project. Which of the following is the first thing you should do with the data?
A. Build a data file.
B. Run frequencies on the data to check for blunders.
C. Examine the data to detect and resolve incorrect, missing, or incomplete responses.
D. Determine the categories or classes you’ll use to code open-ended questions.
Which statement best describes the process of coding open-ended items?
A. Using high levels of measurement isn’t mandatory.
B. It’s more difficult than coding closed-ended items.
C. Very limited responses are expected when coding data.
D. Open-ended responses are factual and precise
Your null hypothesis reads as follows:
“The majority of respondents won’t purchase a new brand of low-fat, low-cholesterol ice cream.”
If your survey results show that the majority would purchase the new brand, then you would say that the researchers have
A. reconsidered the statistical measures.
B. rejected the null hypothesis.
C. accepted the null hypothesis.
D. removed the ice cream from the market.
The alternative hypothesis is selected when
A. the null hypothesis has been rejected.
B. a Type 2 error has been made.
C. a Type 1 error has been made.
D. the null hypothesis has been accepted.
Which of the following is a technique that measures the association between a criterion variable and one or more independent variables?
A. Regression analysis
B. Correlation analysis
C. Z-test
D. Analysis of variance
Before a data collection form is completed, researchers sometimes set up a mock document that shows the way data will be presented and how the results of an analysis may correlate. This document is ca
Before a data collection form is completed, researchers sometimes set up a mock document that shows the way data will be presented and how the results of an analysis may correlate. This document is called a
A. cross-sectional study.
B. statistical test.
C. dummy table.
D. survey.
What is the major difference between continuous panels and discontinuous panels?
A. Using continuous panels, the research topic remains the same, but participants may change; with discontinuous panels, the topic remains the same, but participants don’t change.
B. Using continuous panels, you can’t identify panel participants; with discontinuous panels, you can.
C. Using continuous panels, you can ask different questions on different topics; with discontinuous panels, you can’t.
D. Using continuous panels, you can repeat research procedures using the same variables and participants over time; with discontinuous panels, you can’t.
The type of test market that sells a product through traditional distributors, wholesalers, or retailers is called a _______ test market.
A. simulated
B. forced-distribution
C. standard
D. controlled
A cross-sectional descriptive study is used when
A. data regarding children’s sleepwear and toys are collected from a discontinuous panel.
B. the reactions of consumers to the launch of a new digital voice recorder are captured only once at the point of sale.
C. information on cell phones is collected from participants in an online continuous panel.
D. HDTV owners are asked to respond to programming preferences over a long period of time.
Voice-pitch analysis is useful when measuring the
A. emotional intensity of a person’s response.
B. electrical response in people.
C. response latency.
D. frequency of response.
When a researcher notices that the answers given by respondents using a five-point Likert scale contain an unusual number in the “strongly disagree” category, the researcher suspects that
A. reverse scaling is used.
B. a summated-ratings scale shouldn’t have been used.
C. response set bias is evident.
D. a semantic-differential scale would have been better to use.
Value and quality perceptions as well as brand image are types of
A. awareness/knowledge descriptors.
B. intentions.
C. consumer motivations.
D. attitudes.
An error that occurs when the wording of a survey question causes respondents to answer in different, unanticipated ways is called a/an
A. validity error.
B. error of measurement.
C. response error.
D. systematic error.
When researching consumer attitudes toward the color of new carpeting, which types of questions should be asked?
A. Fixed-alternative
B. Unstructured
C. Open-ended
D. Structured
Sony might use a disguised questionnaire when the company intends to
A. judge the effectiveness of two different TV commercials.
B. assess the marketing strategies of its competitors.
C. learn more about the demographic characteristics of its customers.
D. study customer reaction to a new camcorder.
When tracking and reporting on the music-listening preferences of teenagers over an extended period of time, a marketing research firm set up large groups of people around the world to collect data. The type of groups would be called _______ panels.
A. continuous
B. discontinuous
C. focus
D. consumer
Which type of experiment is chosen when it’s important to capture cause-and-effect data in a carefully controlled environment?
A. Internal
B. Descriptive research
C. Market test
D. Laboratory
When several versions of a questionnaire are written and used to reduce response order bias, this is called
A. a split-ballot technique.
B. an assumed consequence.
C. dichotomous questioning.
D. an open-ended question.
When self-report attitude scales are used and the intent is to select words on opposite ends of an emotional spectrum, the researcher will specify a/an _______ scale.
A. semantic-differential
B. graphic ratings
C. summated-ratings
D. itemized-ratings
One of the advantages of using observation to collect primary data is that it’s
A. more objective.
B. faster to do.
C. more versatile.
D. more able to be controlled by researchers