Exam 9: Marketing Research

A) ​The quality of the data obtained from Fly Pro Airlines's database can be measured.
B) The data collected will be of no use if no plan can be devised from the data.
C) Details about flyers' food habits may not be present in Fly Pro Airlines's database
D) ​Collecting data from the database will be more time consuming than collecting data directly from the passengers.

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A) ​Identifying profitable and unprofitable customers
B) Leveraging customer information
C) Identifying customer relationships with the organization
D) ​Storing and integrating customer data

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Answers will vary.Marketing research is the process of planning,collecting,and analyzing data relevant to a marketing decision.The results of this analysis are then communicated to management.Thus,marketing research is the function that links the consumer,customer,and public to the marketer through information.Marketing research plays a key role in the marketing system.It provides decision makers with data on the effectiveness of the current marketing mix and insights for necessary changes.Furthermore,marketing research is a main data source for management information systems.In other words,the findings of a marketing research project become data for management decision making.REJ: Please see the section "The Role of Marketing Research" for more information.

A) Conducting telephone interviews​
B) Gathering public sector records
C) Using published data
D) ​Summarizing internal reports

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A) ​quantitative research
B) survey research
C) observation research
D) ​ethnographic research

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A) ​Web community research
B) An online focus group
C) Scanner-based research
D) ​A Web survey system

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 ​Answers will vary.Marketing research c...

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A) explain how the magazine's competitors improve their circulation​
B) determine the impact of the changes on the magazine's circulation
C) determine the impact of the changes on the magazine's circulation.​
D) collect information about the magazine's past performance in the market​

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A) ​specifying the sampling procedures to be followed
B) recognizing a marketing problem or opportunity​
C) collecting primary data from available sources
D) ​planning a research design

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A) ​Both promise anonymity for respondents.
B) Both involve traveling to an interviewee's location.
C) Both require computer-assisted interviewing.
D) ​Both help a researcher save time.

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A) ​Gathering primary data is less expensive than gathering secondary data. 
B) They answer specific research questions that secondary data cannot answer.
C) They consist of data that are easily available to any interested party.
D) ​Conducting in-person interviews is an expensive method of gathering primary data.

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A) ​A brief explanation about the research design
B) A concise statement of the research objectives
C) A detailed discussion on the methodology employed
D) ​A summary on the major findings of the research

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B

A) ​It helps them serve their customers accurately and efficiently
B) It helps them eliminate the use of big data for data analysis
C) It helps them focus on quantity rather than quality of products
D) ​It helps them ensure that secondary data do not influence marketing decisions

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A) ​can be targeted at a specific group of people.
B) require a considerable amount of time and effort to be conducted.
C) incur training, telecommunications, and management costs.
D) ​can be personalized for greater relevance to each respondent.

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True

A) ​The methods of data collection
B) The management decision problem to be solved
C) The modifications to be made to the approved project budget
D) ​The distribution channels of products

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