MARKETING 2

Advantages of internally organized marketing research (inside the Company) includes: High vested interest. Communication between staff and management. Unblased view of the company. Professionalism.

The principle of calculating NPS feedback indicator (Net Promoter Score) is: Difference in the percentage of promoters and detractors. Cumulative sum of defractors and promoters. Cumulative sum of neutrals and detractors. Difference in the percentage of defractors and neutrals.

Which are the basic principle of the cluster analysis: Objects within the cluster holds should be as different as posible. Cluster analysis provides the ability to create consumer segments. Clusters should be as similar as posible. Cluster analysis is based on similarity and diversity.

For which type of purchase does sales promotion at the point of sale ( eg discount promotions) have the greatest effect when tying to increase sales volumen?. Impulse purchase. Limited purchase. Routine purchase. Extensive purchase.

What generation is the reached by traditional forms of marketing communication such as print advertising or televisión advertising and most values familiarity and establoshed brands?. Baby Boomers. Generation X. Generation Z. Generation Y.

Which form of the question allows you to determine the strength of influence of a factor affecting buying behaviour?. Ordinale scale question. Multiple-choice question. Trichotomous question. Selective question.

The result of the marketing investigation can be generalized if: We choose the appropiate sample. We carry out the investigation with a sufficient numbers of respondents. We carry out the investigation with a small numbers of large units. We repeat any investigation sufficiently many times.

What is the purpose of CRM?. To create benefits for a Company and for customers as well. To establish a long term relationship with customers. To create benefits only for a company. To minimize long-term customers value.

What is the name of a society engaged in ethics in marketing research?. ESOMAR. MARES. EMAR. MARETH.

What is the goal of cluster analysis?. To organize similar objects of the reseach into groups. To reveal variables that influence the researched phenomenon. To verify the significance of factors in the research. To classify factors related to the research problem.

Before we put the substantive question, we need to determine wheter the respondent belongs to the inquiry target group. To do this we use: Substantive questions. Validation questions. Identification questions. Filter questions.

Questions where we use other formulations of the same questions are included in the questions: Filter questions. Projection questions. Substantive questions. Verifier questions.

The term "leads" in CRM refers to: Customers of a competitor. Target segments. Regular customers. Potential Customers.

Which statement about analytical question in a survey is true?. The purpose of the analytical questions is to identify respondents. Analytical questions are referred as core questions because they are the most important in the survey. All question is a survey can be called analytical question. Analytical questions are used in cases where the following questions should be answered by only a portion of respondents.

The acronym OCEAN is used in marketing research to describe: Consumer social class. Consumer motivation. Consumer knowledge. Consumer personality.

The benefits of the marketing research depends on: Creativity. Financial resources. Scientific probity of methods. Composition of customer management.

A psychogalvanometer. Measures tiny changes in perspiration. Measures eye-pupil size changes. Measures a consumers decisionmaking process. Measures a persons mental well-being.

Why researchers should use open questions?. To obtain spontaneous responses. To get quick answer. To ensure simplicity of coding. To achieve a greater willingness of respondents to answer.

In what type of buying behaviour is the consumer´s engagement the highest?. Impulse buying. Extensive buying. Limited buying. Routine (customary) purchase.

What are the disadvantage of exhaustive surveys?. It is expensive. Processing datra from this survey takes a long time. It provides only incomplete information about the files as a whole. Some of the data cannot be determined.

What form of marketing research in terms of methods of obtaining information can be described as follows: researcges already have data available (for example from Eurostat) and do not have to obtain informetoon on their own?. Primary research. Secondary research. Desk research. Field research.

What are the advantage of qualitative research?. This research looks for idiographic casual links. Helps to understand a problema ath the beginning of complex research. The qualitive research enables to verify hypotheses within the research project. Time duration of the qualitive research is usually shorter compared to the quiantitative research.

A device that measures changes of enthusiasm according to changes in eyes: Eye-tracker. Peoplemeter. Pupilometer. Psychogalvanometer.

Which of the following buying decision drivers are stated correctly?. The uniform supports credibility of experts. Saying "yes" to those who we owe something. People do not follow the behaviour of others. People look for a disagreement. Smalltalk is a waste of time in a business meeting.

What does the operational part of CRM include?. Call centre. Application used in customer contact. Applications for segmentation. Data warehouses.

What does the operational part of CRM include?. Call centre. Applications for segmentation. Darta warehouses. Applications used in customer contact.

Substantive questions. Census questions. Find out necessary information indirectly. Find out detail on the matter under investigation. Are derived from psycho diagnostics.

What types of behaviour is the purchase of a flat?. Limited buying. Impulse buying. Routine (customary) purchase. Extensive buying.

What statement related to positional maps is correct?. It is necessary that all participating respondents know the exact values of individual factors in the market for its implementation. It is a method of examining the position of competing products how customers perceive them. This method that we use for research of distribution channels. A graphical representation is used for position maps where a price is always.