Unit 2 Exam Flashcards
(15 cards)
Intercept research is a commonly used type of face-to-face interview.
True
Market research should be an ongoing process of steps marketers repeatedly take to learn about the marketplace.
True
A researcher investigating the amount of food waste in the typical four-person family plans to sift through the garbage of a small sample of representative families. This method is an example of an unobtrusive survey.
False
Cross-sectional design involves the systematic collection of responses to a consumer survey instrument from one or more samples of respondents at one point in time.
True
Customer relationship management (CRM) programs can systematically track customers’ preferences and behaviors over time.
True
Technology designed specifically for marketing analytics is referred to as mar-tech.
True
The term share of customer is synonymous with share of market.
False
A company that uses data mining is unlikely to need a data warehouse, as the company’s data is constantly in use.
False
Suppliers, customers, and employees have ready access to a company’s intranet.
False
Fluctuating demand in business markets can be partially explained by the infrequency of the purchases.
True
A belief that your family is more important than your job is an example of a cultural value.
True
In a laboratory experiment, a rat in a maze learns the quickest route to a piece of cheese after several attempts. This is an example of observational learning.
False
Because children have little influence over family purchases beyond toys and games, marketers tend to not focus on consumers under the age of 12.
False
Technological and cultural advances contribute to market fragmentation.
True
In comparison to trailing-edge boomers, leading-edge boomers spend a higher proportion of their income on non-discretionary items.
False
