Question 1

A hypothesis is a fact about the problem or topic under investigation.

Accepted Answer

A) True 
 B)False  False

Question 2

Experimental research is used to make tentative hypotheses more specific.

Accepted Answer

A) True 
 B)False  False

Question 3

Scenario 5.2
Use the following to answer the questions.
Colin Jackson recently purchased Blue Waters Adventures,a kayak and canoeing rental business near the Chatsworth River in Arizona.Blue Waters Adventures had been in operation for five years and was located in an ideal area.Even though the winters in the area can be cold,kayaking and canoeing activities are generally popular year-round.After two months of operation,it became clear why the previous owners had sold the business.While the business appeared to be ideally located,sales were extremely disappointing.
-Refer to Scenario 5.2.Before administering the questionnaire,Colin discovered through talking to other sports rental businesses that,although retired males made up a small percentage of the area's population,they often rented kayaks and canoes.In light of this,Colin decided to include a minimum of 25 percent retired males in his sample.The final choice of respondents was left up to the interviewers.This sampling method is known as ____ sampling.

Accepted Answer

A) quota 
B) stratified 
C) random 
D) representative 
E) area 
A) quota 
B) stratified 
C) random 
D) representative 
E) area A

Question 4

How does marketing research differ when conducted in other countries?

Accepted Answer

The answer of How does marketing research differ when conducted...

Question 5

Results of a mail survey can be misleading if there is a high non-response rate.

Accepted Answer

A) True 
 B)False

Question 6

A study that is valid and reliable

Accepted Answer

A) is called a marketing research study. 
B) measures what it is supposed to measure and produces almost identical results every time. 
C) is expensive to implement and complete. 
D) measures subtle differences in the population being studied. 
E) is difficult to produce without expert researchers. 
A) is called a marketing research study. 
B) measures what it is supposed to measure and produces almost identical results every time. 
C) is expensive to implement and complete. 
D) measures subtle differences in the population being studied. 
E) is difficult to produce without expert researchers.

Question 7

Explain the conditions that would favor an exploratory study over a conclusive study.

Accepted Answer

The answer of Explain the conditions that would favor an...

Question 8

Scenario 5.2
Use the following to answer the questions.
Colin Jackson recently purchased Blue Waters Adventures,a kayak and canoeing rental business near the Chatsworth River in Arizona.Blue Waters Adventures had been in operation for five years and was located in an ideal area.Even though the winters in the area can be cold,kayaking and canoeing activities are generally popular year-round.After two months of operation,it became clear why the previous owners had sold the business.While the business appeared to be ideally located,sales were extremely disappointing.
-Refer to Scenario 5.2.Colin went to the university library and collected everything he could find on the kayaking and canoeing sports industries.He found a significant amount of information,but it didn't seem to be in the format that he could actually use in his analysis.Colin realized that he could just use this preliminary data as a resource to help him design his plan for utilizing focus groups and possibly for designing a survey.The preliminary data is referred to as _____,while the data from focus groups and surveys is ______.

Accepted Answer

A) primary data;secondary and observational 
B) secondary data;primary 
C) secondary data;observational 
D) exploratory data;primary 
E) primary data;descriptive 
A) primary data;secondary and observational 
B) secondary data;primary 
C) secondary data;observational 
D) exploratory data;primary 
E) primary data;descriptive

Question 9

An on-site computer interview is a variation of the shopping mall intercept interview.

Accepted Answer

A) True 
 B)False

Question 10

When working as a summer intern for a local retail store,Jan Halverson was sent to the library to look up data on population forecasts for the city of San Antonio.The population information she found would be considered

Accepted Answer

A) primary data. 
B) secondary data. 
C) information data from syndicated research services. 
D) secondhand data. 
E) a primary database. 
A) primary data. 
B) secondary data. 
C) information data from syndicated research services. 
D) secondhand data. 
E) a primary database.

Question 11

Unethical behavior in the research process is not a major problem in the reporting of research findings.

Accepted Answer

A) True 
 B)False

Question 12

Pointing out any deficiencies and the possible reasons for them should be done in the ____ step of the marketing research process.

Accepted Answer

A) interpreting research findings 
B) collecting data 
C) defining the issue or problem 
D) reporting research findings 
E) designing the research project 
A) interpreting research findings 
B) collecting data 
C) defining the issue or problem 
D) reporting research findings 
E) designing the research project

Question 13

When marketing researchers consider sampling techniques,they are preparing to collect ____ data.

Accepted Answer

A) census 
B) statistical 
C) internal secondary 
D) external secondary 
E) primary 
A) census 
B) statistical 
C) internal secondary 
D) external secondary 
E) primary

Question 14

What pitfalls should a marketing researcher avoid in preparing a report for a company executive? Why?

Accepted Answer

The answer of What pitfalls should a marketing researcher avoid...

Question 15

Customer advisory boards are small groups of actual customers who serve as sounding boards for new product ideas and offer insights into their feelings and attitudes toward a firm's products,promotion,pricing,and other elements of marketing strategy.

Accepted Answer

A) True 
 B)False

Question 16

Exploratory research is concerned with identifying the characteristics of markets or categorizing market activities.

Accepted Answer

A) True 
 B)False

Question 17

When conducting marketing research in another country,researchers should begin by using focus groups and other survey methods to refine their understanding of customer needs and preferences.

Accepted Answer

A) True 
 B)False

Question 18

The use of land lines is declining,causing it to be more difficult for market researchers to

Accepted Answer

A) conduct valid surveys 
B) ensure reliability 
C) surveys. 
D) in-home interviews. 
E) use phone surveys to collect a random sample. 
A) conduct valid surveys 
B) ensure reliability 
C) surveys. 
D) in-home interviews. 
E) use phone surveys to collect a random sample.

Question 19

A marketing information system provides an irregular and unstructured flow of information from internal sources within the organization.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following statements about conducting marketing research internationally is false?

Accepted Answer

A) The marketing research process may need to be modified to allow for regional differences. 
B) A detailed search for and analysis of secondary data can help researchers gain a greater understanding of a particular marketing environment and pinpoint issues that must be taken into account in gathering primary research data. 
C) Primary data gathering may have a greater chance of success if the firm employs local researchers who better understand how to approach potential respondents and can do so in their own language. 
D) Specific differences among countries can have a profound influence in data gathering. 
E) Specific differences among countries have no affect on data gathering or the marketing research process. 
A) The marketing research process may need to be modified to allow for regional differences. 
B) A detailed search for and analysis of secondary data can help researchers gain a greater understanding of a particular marketing environment and pinpoint issues that must be taken into account in gathering primary research data. 
C) Primary data gathering may have a greater chance of success if the firm employs local researchers who better understand how to approach potential respondents and can do so in their own language. 
D) Specific differences among countries can have a profound influence in data gathering. 
E) Specific differences among countries have no affect on data gathering or the marketing research process.

A hypothesis is a fact about the problem or topic under investigation.

Experimental research is used to make tentative hypotheses more specific.

How does marketing research differ when conducted in other countries?

Results of a mail survey can be misleading if there is a high non-response rate.

A study that is valid and reliable

Explain the conditions that would favor an exploratory study over a conclusive study.

An on-site computer interview is a variation of the shopping mall intercept interview.

When working as a summer intern for a local retail store,Jan Halverson was sent to the library to look up data on population forecasts for the city of San Antonio.The population information she found would be considered

Unethical behavior in the research process is not a major problem in the reporting of research findings.

Pointing out any deficiencies and the possible reasons for them should be done in the ____ step of the marketing research process.

When marketing researchers consider sampling techniques,they are preparing to collect ____ data.

What pitfalls should a marketing researcher avoid in preparing a report for a company executive? Why?

Customer advisory boards are small groups of actual customers who serve as sounding boards for new product ideas and offer insights into their feelings and attitudes toward a firm's products,promotion,pricing,and other elements of marketing strategy.

Exploratory research is concerned with identifying the characteristics of markets or categorizing market activities.

When conducting marketing research in another country,researchers should begin by using focus groups and other survey methods to refine their understanding of customer needs and preferences.

The use of land lines is declining,causing it to be more difficult for market researchers to

A marketing information system provides an irregular and unstructured flow of information from internal sources within the organization.

Which of the following statements about conducting marketing research internationally is false?

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Target Markets: Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts

Developing and Managing Products

Services Marketing

Branding and Packaging

Marketing Channels and Supply-Chain Management

Retailing, direct Marketing, and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

Exam 5: Marketing Research and Information Systems

A hypothesis is a fact about the problem or topic under investigation.

Experimental research is used to make tentative hypotheses more specific.

How does marketing research differ when conducted in other countries?

Results of a mail survey can be misleading if there is a high non-response rate.

A study that is valid and reliable

Explain the conditions that would favor an exploratory study over a conclusive study.

An on-site computer interview is a variation of the shopping mall intercept interview.

When working as a summer intern for a local retail store,Jan Halverson was sent to the library to look up data on population forecasts for the city of San Antonio.The population information she found would be considered

Unethical behavior in the research process is not a major problem in the reporting of research findings.

Pointing out any deficiencies and the possible reasons for them should be done in the ____ step of the marketing research process.

When marketing researchers consider sampling techniques,they are preparing to collect ____ data.

What pitfalls should a marketing researcher avoid in preparing a report for a company executive? Why?

Customer advisory boards are small groups of actual customers who serve as sounding boards for new product ideas and offer insights into their feelings and attitudes toward a firm's products,promotion,pricing,and other elements of marketing strategy.

Exploratory research is concerned with identifying the characteristics of markets or categorizing market activities.

When conducting marketing research in another country,researchers should begin by using focus groups and other survey methods to refine their understanding of customer needs and preferences.

The use of land lines is declining,causing it to be more difficult for market researchers to

A marketing information system provides an irregular and unstructured flow of information from internal sources within the organization.

Which of the following statements about conducting marketing research internationally is false?

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Target Markets: Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts

Developing and Managing Products

Services Marketing

Branding and Packaging

Marketing Channels and Supply-Chain Management

Retailing, direct Marketing, and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters