Question 1

Managers who routinely read newspapers and trade publications, and who talk to outside the firm are typically gathering

Accepted Answer

A)  market research 
B)  market intelligence 
C)  internal reports 
D)  insider trading information 
E)  analytical marketing material 
A)  market research 
B)  market intelligence 
C)  internal reports 
D)  insider trading information 
E)  analytical marketing material B

Question 2

A fund raiser for United Way who divides his organization's donor mailing list into three groups and sends out a different kind of solicitation for each group and compares the relative response rates is doing

Accepted Answer

A)  convenience sampling 
B)  focus group research 
C)  experimentation 
A)  convenience sampling 
B)  focus group research 
C)  experimentation C

Question 3

Marketing research is different from everyday observation in that it is

Accepted Answer

A)  planned 
B)  based on prior experience 
C)  done with care and thought 
D)  expensive 
E)  quantitative 
A)  planned 
B)  based on prior experience 
C)  done with care and thought 
D)  expensive 
E)  quantitative A

Question 4

Looking at what is associated with what, causation and reasons for causation involves which aspect of research?

Accepted Answer

A)  Descriptive research 
B)  Explanation research 
C)  Focus group research 
D)  Predictive research 
E)  Quantitative research 
A)  Descriptive research 
B)  Explanation research 
C)  Focus group research 
D)  Predictive research 
E)  Quantitative research

Question 5

When can research be justified, even if the financial risk of the decision is small?

Accepted Answer

A)  The research can be done inexpensively 
B)  It will not take very long to complete 
C)  A lot of the information can be obtained from secondary sources 
D)  It will help to clarify the actions to be take or decisions to be made 
E)  all of the above 
A)  The research can be done inexpensively 
B)  It will not take very long to complete 
C)  A lot of the information can be obtained from secondary sources 
D)  It will help to clarify the actions to be take or decisions to be made 
E)  all of the above

Question 6

How is marketing research different from everyday observation and careful thought?

Accepted Answer

.It is planned
.It is based on

Question 7

Describe the backward research process

Accepted Answer

.Turns the traditional research process

Question 8

The backward research process begins by

Accepted Answer

A)  defining the problem 
B)  translating the problem into research methodology 
C)  examining the research data 
D)  reviewing secondary data to eliminate research needing to be done 
E)  determining key decisions to be made in collaboration with management 
A)  defining the problem 
B)  translating the problem into research methodology 
C)  examining the research data 
D)  reviewing secondary data to eliminate research needing to be done 
E)  determining key decisions to be made in collaboration with management

Question 9

What are the elements of an organization-level Marketing Knowledge System (MKS)?

Accepted Answer

.Researchers and Managers collaborate on

Question 10

A hospital manager who analyzed internal reports to tally how many patients were served in each facility is using

Accepted Answer

A)  descriptive research methods 
B) causation analysis methods 
C) association analysis methods 
D) predictive research methods 
E) experimental research methods 
A)  descriptive research methods 
B) causation analysis methods 
C) association analysis methods 
D) predictive research methods 
E) experimental research methods

Question 11

Lexis-Nexis is an example of what type of research?

Accepted Answer

A)  Descriptive research 
B)  Explanation research 
C)  Focus group research 
D)  Secondary research 
E)  Quantitative research 
A)  Descriptive research 
B)  Explanation research 
C)  Focus group research 
D)  Secondary research 
E)  Quantitative research

Question 12

What are some low-cost research alternatives for nonprofit organizations?

Accepted Answer

.Qualitative in-dept interviews or focus

Question 13

The resource-based theory of the firm is designed to take advantage of

Accepted Answer

A)  marketing 
B)  intellectual capital 
C)  research 
D)  target audience analysis 
E)  financial and asset resources of the organization 
A)  marketing 
B)  intellectual capital 
C)  research 
D)  target audience analysis 
E)  financial and asset resources of the organization

Question 14

Describe and explain the "research myths" commonly held by nonprofit managers.

Accepted Answer

.The "big decision" myth - managers beli

Question 15

Participants in a study are asked to suggest names of others, like them. This is an example of

Accepted Answer

A)  piggyback sampling 
B)  focus group research 
C)  snowball sampling 
A)  piggyback sampling 
B)  focus group research 
C)  snowball sampling

Managers who routinely read newspapers and trade publications, and who talk to outside the firm are typically gathering

A fund raiser for United Way who divides his organization's donor mailing list into three groups and sends out a different kind of solicitation for each group and compares the relative response rates is doing

Marketing research is different from everyday observation in that it is

Looking at what is associated with what, causation and reasons for causation involves which aspect of research?

When can research be justified, even if the financial risk of the decision is small?

How is marketing research different from everyday observation and careful thought?

Describe the backward research process

The backward research process begins by

What are the elements of an organization-level Marketing Knowledge System (MKS)?

A hospital manager who analyzed internal reports to tally how many patients were served in each facility is using

Lexis-Nexis is an example of what type of research?

What are some low-cost research alternatives for nonprofit organizations?

The resource-based theory of the firm is designed to take advantage of

Describe and explain the "research myths" commonly held by nonprofit managers.

Participants in a study are asked to suggest names of others, like them. This is an example of

The Growth and Development of Nonprofit Marketing

Developing a Customer-Centered Mindset

Strategic Marketing Planning

Understanding Consumer Behavior

Segmentation, Positioning, and Branding

Branding

Managing the Organizationâs Offerings

Developing and Launching New Offerings

Managing Perceived Costs

Facilitating Marketing Behaviors

Formulating Communications Strategies

Managing Communications: Advertising and Personal Persuasion

Managing Public Media and Public Advocacy

Generating Funds

Attracting Human Resources: Staff, Volunteers, and Boards

Working With the Private Sector

Organizing for Implementation

Marketing Evaluation, Monitoring, and Control

Comprehensive Exploration of Nonprofit Marketing

Filters

Exam 5: Acquiring and Using Marketing Information

Managers who routinely read newspapers and trade publications, and who talk to outside the firm are typically gathering

A fund raiser for United Way who divides his organization's donor mailing list into three groups and sends out a different kind of solicitation for each group and compares the relative response rates is doing

Marketing research is different from everyday observation in that it is

Looking at what is associated with what, causation and reasons for causation involves which aspect of research?

When can research be justified, even if the financial risk of the decision is small?

How is marketing research different from everyday observation and careful thought?

Describe the backward research process

The backward research process begins by

What are the elements of an organization-level Marketing Knowledge System (MKS)?

A hospital manager who analyzed internal reports to tally how many patients were served in each facility is using

Lexis-Nexis is an example of what type of research?

What are some low-cost research alternatives for nonprofit organizations?

The resource-based theory of the firm is designed to take advantage of

Describe and explain the "research myths" commonly held by nonprofit managers.

Participants in a study are asked to suggest names of others, like them. This is an example of

The Growth and Development of Nonprofit Marketing

Developing a Customer-Centered Mindset

Strategic Marketing Planning

Understanding Consumer Behavior

Segmentation, Positioning, and Branding

Branding

Managing the Organizationâs Offerings

Developing and Launching New Offerings

Managing Perceived Costs

Facilitating Marketing Behaviors

Formulating Communications Strategies

Managing Communications: Advertising and Personal Persuasion

Managing Public Media and Public Advocacy

Generating Funds

Attracting Human Resources: Staff, Volunteers, and Boards

Working With the Private Sector

Organizing for Implementation

Marketing Evaluation, Monitoring, and Control

Comprehensive Exploration of Nonprofit Marketing

Filters