Question 1

Sometimes marketing research studies lead to the wrong decisions.

Accepted Answer

A) True 
 B)False  True

Question 2

"Consumer packaged goods" firms,like Wal-Mart,want to monitor the sales of their brands and are not concerned about the sales of their competitor's brands.

Accepted Answer

A) True 
 B)False  False

Question 3

Which of the following deals with the role of MIS?

Accepted Answer

A) determine decision makers' information needs 
B) acquire the needed information 
C) distribute information to the decision makers in a form in which they can use it for decision making 
D) distribute information to the decision makers at a time when they can use it for decision making 
E) all of the above 
A) determine decision makers' information needs 
B) acquire the needed information 
C) distribute information to the decision makers in a form in which they can use it for decision making 
D) distribute information to the decision makers at a time when they can use it for decision making 
E) all of the above E

Question 4

Which of the following best illustrates one of the uses of marketing research,monitoring marketing performance?

Accepted Answer

A) marketing research managers closely overseeing the work of subordinates in the marketing research industry 
B) tracking research that monitors how well products are performing in the marketplace 
C) describing the return on investment of firms using/not using marketing research 
D) providing closed circuit TV to monitor the actions of marketing researchers practicing in the field 
E) identifying opportunities and problems in the marketplace 
A) marketing research managers closely overseeing the work of subordinates in the marketing research industry 
B) tracking research that monitors how well products are performing in the marketplace 
C) describing the return on investment of firms using/not using marketing research 
D) providing closed circuit TV to monitor the actions of marketing researchers practicing in the field 
E) identifying opportunities and problems in the marketplace

Question 5

What would a strategy "that allows a firm to truly meet the wants and needs of the consumers within the market segment that is chosen" be called?

Accepted Answer

A) the "niche" strategy 
B) the "incentivized" strategy 
C) the information strategy 
D) the "right" strategy 
E) the recommended strategy 
A) the "niche" strategy 
B) the "incentivized" strategy 
C) the information strategy 
D) the "right" strategy 
E) the recommended strategy

Question 6

Which of the following is most accurate?

Accepted Answer

A) Marketing is an attempt to create an exchange. 
B) Marketing is an attempt to create long-term customer relationships. 
C) Marketing is an attempt to create long-term customer relationships which will then likely satisfy the organization's objectives. 
D) Marketing is an attempt to earn profitable dollars. 
E) Marketing is an attempt to gain customers from competitors while at least breaking even profitwise. 
A) Marketing is an attempt to create an exchange. 
B) Marketing is an attempt to create long-term customer relationships. 
C) Marketing is an attempt to create long-term customer relationships which will then likely satisfy the organization's objectives. 
D) Marketing is an attempt to earn profitable dollars. 
E) Marketing is an attempt to gain customers from competitors while at least breaking even profitwise.

Question 7

Managers use philosophies that guide them in their decision making.

Accepted Answer

A) True 
 B)False

Question 8

Marketing research provides information collected only on consumers.Information collected on other entities such as employees,members of distribution channels,or competitors would not be considered marketing research.

Accepted Answer

A) True 
 B)False

Question 9

The marketing research system gathers information for a specific situation facing the company,and it is unlikely that the other components of an MIS have the information needed for the specific situation.

Accepted Answer

A) True 
 B)False

Question 10

In order to develop the "right strategy" to succeed in business,managers must make the right decisions; and in order to make the right decisions,they must have objective,accurate,and timely:

Accepted Answer

A) reports about the competition 
B) reports about customers wants and needs 
C) information about market trends and changes 
D) the number and sizes of market segments 
E) information 
A) reports about the competition 
B) reports about customers wants and needs 
C) information about market trends and changes 
D) the number and sizes of market segments 
E) information

Question 11

Marketing research is a part of marketing.

Accepted Answer

A) True 
 B)False

Question 12

By providing information for a specific problem at hand,marketing research provides information not provided by other components of the MIS.

Accepted Answer

A) True 
 B)False

Question 13

When everyone saw the music industry facing a terrible decline due to pirating of songs on the Internet,Apple saw an opportunity for iTunes.This example illustrates which use of marketing research?

Accepted Answer

A) identify market opportunities and problems 
B) generate, refine, and evaluate potential marketing actions 
C) monitor marketing performance 
D) improve marketing as a process 
E) improve marketing research as a process 
A) identify market opportunities and problems 
B) generate, refine, and evaluate potential marketing actions 
C) monitor marketing performance 
D) improve marketing as a process 
E) improve marketing research as a process

Question 14

Which of the following marketing information subsystems gathers information about events and happenings "outside" the firm?

Accepted Answer

A) marketing research 
B) marketing intelligence 
C) internal reports system 
D) consumer information support system 
E) external environment reporting system 
A) marketing research 
B) marketing intelligence 
C) internal reports system 
D) consumer information support system 
E) external environment reporting system

Question 15

Which of the following marketing information subsystems is NOT continuous?

Accepted Answer

A) consumer information support system 
B) marketing research system 
C) internal report system 
D) decision support system 
E) marketing intelligence system 
A) consumer information support system 
B) marketing research system 
C) internal report system 
D) decision support system 
E) marketing intelligence system

Question 16

Which of the following is the best definition for marketing?

Accepted Answer

A) Marketing is an organizational function and a set of business activities designed to make profits. 
B) Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. 
C) Marketing is a business function and a process for determining the value customers desire in order to gain profit for business organizations and to seek societal benefits through nonprofit marketing. 
D) Marketing is finding a hole and filling it while earning profitable dollars. 
E) Marketing is the result of the equilibrium of supply, demand, marginal cost, and marginal revenue. 
A) Marketing is an organizational function and a set of business activities designed to make profits. 
B) Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. 
C) Marketing is a business function and a process for determining the value customers desire in order to gain profit for business organizations and to seek societal benefits through nonprofit marketing. 
D) Marketing is finding a hole and filling it while earning profitable dollars. 
E) Marketing is the result of the equilibrium of supply, demand, marginal cost, and marginal revenue.

Question 17

When a product fails,you can tell marketing research was not conducted.

Accepted Answer

A) True 
 B)False

Question 18

A marketing information system is a structure consisting of people,equipment,and procedures to gather,sort,analyze,evaluate,and distribute needed,timely,and accurate information to marketing decision makers.

Accepted Answer

A) True 
 B)False

Question 19

The difference between basic research and applied research is that basic research is conducted to:

Accepted Answer

A) determine the most effective advertising copy 
B) determine the most appropriate price for new products 
C) determine the most efficient distribution channels for products 
D) expand our knowledge rather than solve a specific problem 
E) determine the most desired features in new products 
A) determine the most effective advertising copy 
B) determine the most appropriate price for new products 
C) determine the most efficient distribution channels for products 
D) expand our knowledge rather than solve a specific problem 
E) determine the most desired features in new products

Question 20

The internal reports system gathers information generated by internal reports,which includes orders,billing,receivables,inventory levels,stock-outs,among others.

Accepted Answer

A) True 
 B)False

Sometimes marketing research studies lead to the wrong decisions.

"Consumer packaged goods" firms,like Wal-Mart,want to monitor the sales of their brands and are not concerned about the sales of their competitor's brands.

Which of the following deals with the role of MIS?

Which of the following best illustrates one of the uses of marketing research,monitoring marketing performance?

What would a strategy "that allows a firm to truly meet the wants and needs of the consumers within the market segment that is chosen" be called?

Which of the following is most accurate?

Managers use philosophies that guide them in their decision making.

Marketing research provides information collected only on consumers.Information collected on other entities such as employees,members of distribution channels,or competitors would not be considered marketing research.

The marketing research system gathers information for a specific situation facing the company,and it is unlikely that the other components of an MIS have the information needed for the specific situation.

In order to develop the "right strategy" to succeed in business,managers must make the right decisions; and in order to make the right decisions,they must have objective,accurate,and timely:

Marketing research is a part of marketing.

By providing information for a specific problem at hand,marketing research provides information not provided by other components of the MIS.

When everyone saw the music industry facing a terrible decline due to pirating of songs on the Internet,Apple saw an opportunity for iTunes.This example illustrates which use of marketing research?

Which of the following marketing information subsystems gathers information about events and happenings "outside" the firm?

Which of the following marketing information subsystems is NOT continuous?

Which of the following is the best definition for marketing?

When a product fails,you can tell marketing research was not conducted.

A marketing information system is a structure consisting of people,equipment,and procedures to gather,sort,analyze,evaluate,and distribute needed,timely,and accurate information to marketing decision makers.

The difference between basic research and applied research is that basic research is conducted to:

The internal reports system gathers information generated by internal reports,which includes orders,billing,receivables,inventory levels,stock-outs,among others.

The Marketing Research Industry

The Marketing Research Process Including the Problem and Research Objectives

Research Design Alternatives and Qualitative Research

Information Types and Sources: Secondary Data and Standardized Information

Data Collection Methods

Measurement Scales

Designing Data Collection Forms

Determining Sample Size and the Sample Plan

Data Issues and Inputting Data Into Xl Data Analyst

Summarizing Your Data

Generalizing Your Findings

Determining Relationships

Finding Differences

Preparing and Presenting Your Research Report

Filters

Exam 1: An Introduction to Marketing Research

Sometimes marketing research studies lead to the wrong decisions.

"Consumer packaged goods" firms,like Wal-Mart,want to monitor the sales of their brands and are not concerned about the sales of their competitor's brands.

Which of the following deals with the role of MIS?

Which of the following best illustrates one of the uses of marketing research,monitoring marketing performance?

What would a strategy "that allows a firm to truly meet the wants and needs of the consumers within the market segment that is chosen" be called?

Which of the following is most accurate?

Managers use philosophies that guide them in their decision making.

Marketing research provides information collected only on consumers.Information collected on other entities such as employees,members of distribution channels,or competitors would not be considered marketing research.

The marketing research system gathers information for a specific situation facing the company,and it is unlikely that the other components of an MIS have the information needed for the specific situation.

In order to develop the "right strategy" to succeed in business,managers must make the right decisions; and in order to make the right decisions,they must have objective,accurate,and timely:

Marketing research is a part of marketing.

By providing information for a specific problem at hand,marketing research provides information not provided by other components of the MIS.

When everyone saw the music industry facing a terrible decline due to pirating of songs on the Internet,Apple saw an opportunity for iTunes.This example illustrates which use of marketing research?

Which of the following marketing information subsystems gathers information about events and happenings "outside" the firm?

Which of the following marketing information subsystems is NOT continuous?

Which of the following is the best definition for marketing?

When a product fails,you can tell marketing research was not conducted.

A marketing information system is a structure consisting of people,equipment,and procedures to gather,sort,analyze,evaluate,and distribute needed,timely,and accurate information to marketing decision makers.

The difference between basic research and applied research is that basic research is conducted to:

The internal reports system gathers information generated by internal reports,which includes orders,billing,receivables,inventory levels,stock-outs,among others.

The Marketing Research Industry

The Marketing Research Process Including the Problem and Research Objectives

Research Design Alternatives and Qualitative Research

Information Types and Sources: Secondary Data and Standardized Information

Data Collection Methods

Measurement Scales

Designing Data Collection Forms

Determining Sample Size and the Sample Plan

Data Issues and Inputting Data Into Xl Data Analyst

Summarizing Your Data

Generalizing Your Findings

Determining Relationships

Finding Differences

Preparing and Presenting Your Research Report

Filters