Question 1

Managers readily use the information generated through marketing research to solve their problems.

Accepted Answer

A) True 
 B)False  False

Question 2

In a marketing research study, relevance comes through anticipating the kinds of information that will be required.

Accepted Answer

A) True 
 B)False  True

Question 3

Political acceptability within the firm affects a manager's decision to use research information

Accepted Answer

A) True 
 B)False  True

Question 4

A satisfied customer is a profitable customer

Accepted Answer

A) True 
 B)False

Question 5

A marketing research study should be ordered if and only if the research costs

Accepted Answer

A) exceed the perceived value of information. 
B) equal the perceived value of information. 
C) are less than the perceived value of information. 
D) are absolutely minimal. 
A) exceed the perceived value of information. 
B) equal the perceived value of information. 
C) are less than the perceived value of information. 
D) are absolutely minimal.

Question 6

Before developing marketing programs, management should always have a thorough understanding of the environment of the firm.

Accepted Answer

A) True 
 B)False

Question 7

Marketing research can only be used in issues that involve fundamental shifts in the positioning of a business.

Accepted Answer

A) True 
 B)False

Question 8

When the organization lacks funds, research study can be impeded because it may result in d 1-improper execution of the project. 2-inefficient execution of the project. 3-improper implementation of the research decision.

Accepted Answer

A) 1 
B) 2 
C) 3 
D) 1, 2, and 3 
A) 1 
B) 2 
C) 3 
D) 1, 2, and 3

Question 9

Marketing intelligence helps to capture popular perceptions and changing trends, tastes and life styles and to make right decisions.

Accepted Answer

A) True 
 B)False

Question 10

Before conducting a research, to determine the value of the information sought through the d research, a manager should perform a

Accepted Answer

A) situation analysis. 
B) strategy development. 
C) marketing program development. 
D) cost-benefit analysis 
A) situation analysis. 
B) strategy development. 
C) marketing program development. 
D) cost-benefit analysis

Question 11

Government statistics should not be included in the marketing data of a firm, since they are available for all the competitors as well. Only in-house records should be used.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following can be applications of Marketing Intelligence

Accepted Answer

A) Market opportunity identification to build profitable businesses 
B) Marketing mix creation; acquisition and retention of customers 
C) Planning, organization, evaluation and control market performance 
D) All of the above. 
A) Market opportunity identification to build profitable businesses 
B) Marketing mix creation; acquisition and retention of customers 
C) Planning, organization, evaluation and control market performance 
D) All of the above.

Question 13

The information needs for strategy development and marketing program developments are the same.

Accepted Answer

A) True 
 B)False

Question 14

Marketing research should not be done if 1-the type of information required to solve the problem exists, within the organization or outside. 2-the timing for the decision is not conducive. 3-there is a lack of resources.

Accepted Answer

A) 1 
B) 2 
C) 3 
D) 1, 2, and 3 
A) 1 
B) 2 
C) 3 
D) 1, 2, and 3

Question 15

Marketing researchers must learn to compromise, and sometimes that means sacrificing accuracy in exchange for a study that is efficient, relevant, and on time.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is not always true of marketing research ?

Accepted Answer

A) uses methodologically sound procedures 
B) procedures are planned in advance 
C) generally conducted to support existing ideas 
D) none of the above 
A) uses methodologically sound procedures 
B) procedures are planned in advance 
C) generally conducted to support existing ideas 
D) none of the above

Question 17

Strategy development, in a marketing planning process, pertains to defining the business scope, setting performance objectives, and establishing competitive advantages.

Accepted Answer

A) True 
 B)False

Question 18

Method of data collection is decided in which of the following stages ?

Accepted Answer

A) defining the problem 
B) formulating the research design 
C) preparing and analyzing data 
D) none of the above 
A) defining the problem 
B) formulating the research design 
C) preparing and analyzing data 
D) none of the above

Question 19

Marketing research can be used for acquisition studies and for market segmentation and product positioning analyses.

Accepted Answer

A) True 
 B)False

Question 20

The most efficient way to analyze a market is through the use of

Accepted Answer

A) a survey. 
B) a focus group. 
C) information already available. 
D) whatever type of research will provide the greatest benefit for the least cost, while remaining appropriate to the decisions that managers face. 
A) a survey. 
B) a focus group. 
C) information already available. 
D) whatever type of research will provide the greatest benefit for the least cost, while remaining appropriate to the decisions that managers face.

Exam 1: A Decision Making Perspective on Marketing Intelligence

Managers readily use the information generated through marketing research to solve their problems.

In a marketing research study, relevance comes through anticipating the kinds of information that will be required.

Political acceptability within the firm affects a manager's decision to use research information

A satisfied customer is a profitable customer

A marketing research study should be ordered if and only if the research costs

Before developing marketing programs, management should always have a thorough understanding of the environment of the firm.

Marketing research can only be used in issues that involve fundamental shifts in the positioning of a business.

When the organization lacks funds, research study can be impeded because it may result in d 1-improper execution of the project. 2-inefficient execution of the project. 3-improper implementation of the research decision.

Marketing intelligence helps to capture popular perceptions and changing trends, tastes and life styles and to make right decisions.

Before conducting a research, to determine the value of the information sought through the d research, a manager should perform a

Government statistics should not be included in the marketing data of a firm, since they are available for all the competitors as well. Only in-house records should be used.

Which of the following can be applications of Marketing Intelligence

The information needs for strategy development and marketing program developments are the same.

Marketing research should not be done if 1-the type of information required to solve the problem exists, within the organization or outside. 2-the timing for the decision is not conducive. 3-there is a lack of resources.

Marketing researchers must learn to compromise, and sometimes that means sacrificing accuracy in exchange for a study that is efficient, relevant, and on time.

Which of the following is not always true of marketing research ?

Strategy development, in a marketing planning process, pertains to defining the business scope, setting performance objectives, and establishing competitive advantages.

Method of data collection is decided in which of the following stages ?

Marketing research can be used for acquisition studies and for market segmentation and product positioning analyses.

The most efficient way to analyze a market is through the use of

Marketing Research in Practice

The Marketing Research Process

Research Design and Implementation

Secondary Sources of Marketing Data

Standardized Sources of Marketing Data

Marketing Research on the Internet

Information Collection: Qualitative and Observational Methods

Information From Respondents: Issues in Data Collection

Information From Respondents: Survey Methods

Ttitude Measurement

Signing the Questionnaire

Xperimentation

Sampling Fundamentals

Sample Size and Statistical Theory

Fundamentals of Data Analysis

Hypothesis Testing: Basic Concepts and Tests of Association

Hypothesis Testing: Means and Proportions

Correlation Analysis and Regression Analysis

Iscriminant, Factor and Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Presenting the Results

Marketing-Mix Measures

Ontemporary Applications of Marketing Intelligence

Atabase Marketing, E-Commerce, Relationship

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