Question 1

Internet,library,and government databases are all major sources of primary data.

Accepted Answer

A) True 
 B)False

Question 2

Searching the Internet,reviewing secondary data,and monitoring "chatter" on the web are inexpensive and informal ways for marketers to

Accepted Answer

A) use a decision support system. 
B) perform a situation analysis. 
C) perform a focus group interview. 
D) join a market research online community (MRO
C) . 
E) interpret data. 
A) use a decision support system. 
B) perform a situation analysis. 
C) perform a focus group interview. 
D) join a market research online community (MRO
C) . 
E) interpret data.

Question 3

Qualitative research seeks in-depth,open-ended responses,not yes or no answers.

Accepted Answer

A) True 
 B)False

Question 4

In a grocery store's "valued customer" program,every shopper gets a card that he or she presents to the clerk in the checkout aisle.The card is scanned along with the customer's groceries.The store's computer system tracks each shopper's purchases and automatically provides special "valued customer" discounts.Every month,the customers in the program receive a newsletter containing coupons that are based on the customer's purchase history.For example,someone purchasing a lot of baby formula and disposable diapers might get a coupon for a free box of baby wipes.Which of the following types of research represents this valued customer program?

Accepted Answer

A) questioning 
B) experimentation 
C) observation 
D) online surveys 
E) personal interviews 
A) questioning 
B) experimentation 
C) observation 
D) online surveys 
E) personal interviews

Question 5

________ are educated guesses about the relationships between things or about what will happen in the future.

Accepted Answer

A) Data insights 
B) Observations 
C) Situation analyses 
D) Hypotheses 
E) Marketing models 
A) Data insights 
B) Observations 
C) Situation analyses 
D) Hypotheses 
E) Marketing models

Question 6

When interpreting a sentiment analysis,note that it

Accepted Answer

A) may not represent the whole target market. 
B) can be very costly. 
C) takes a long time to generate a little information. 
D) is one of the best ways to understand the sentiment of a broad set of customers. 
E) All these answers are correct. 
A) may not represent the whole target market. 
B) can be very costly. 
C) takes a long time to generate a little information. 
D) is one of the best ways to understand the sentiment of a broad set of customers. 
E) All these answers are correct.

Question 7

Which of the following is considered a limitation of the focus group interview approach?

Accepted Answer

A) Ideas generated by the group can't be tested later with other research. 
B) It is difficult to measure the results objectively. 
C) It is difficult to get in-depth information about the research topic. 
D) Focus groups can be conducted at relatively high cost. 
E) The results do not reflect the viewpoint of the researcher. 
A) Ideas generated by the group can't be tested later with other research. 
B) It is difficult to measure the results objectively. 
C) It is difficult to get in-depth information about the research topic. 
D) Focus groups can be conducted at relatively high cost. 
E) The results do not reflect the viewpoint of the researcher.

Question 8

________ are one widely used form of qualitative questioning in marketing research.

Accepted Answer

A) Focus group interviews 
B) Situation analyses 
C) Telephone surveys 
D) Direct observations of customers 
E) Experimental research studies 
A) Focus group interviews 
B) Situation analyses 
C) Telephone surveys 
D) Direct observations of customers 
E) Experimental research studies

Question 9

Which of the following trends creates difficult challenges for marketing managers?

Accepted Answer

A) Market data can now be gathered from social media websites. 
B) Market data may be gathered from internal sources and external sources. 
C) IT managers have become an important part of the marketing research process. 
D) Data warehouses have become a central part of most marketing information systems. 
E) Today's businesses process 1,000 times as much data as they did in the year 2000. 
A) Market data can now be gathered from social media websites. 
B) Market data may be gathered from internal sources and external sources. 
C) IT managers have become an important part of the marketing research process. 
D) Data warehouses have become a central part of most marketing information systems. 
E) Today's businesses process 1,000 times as much data as they did in the year 2000.

Question 10

Which of the following statements best reflects the point of view of the text with respect to marketing research?

Accepted Answer

A) "We don't use computers,surveys,and the like because marketing's information needs are usually not that precise anyway." 
B) "When we work with outside marketing research specialists,we expect them to take the time to really understand the problem we are trying to solve." 
C) "As marketing manager,I feel that the marketing researchers should be left alone to do their research-since they often come up with interesting suggestions." 
D) "As marketing research director,I should know the marketing manager's position in advance,so we can prove it is correct if possible." 
E) "Our company is very small,but we should have our own marketing research department anyway-to get the information we need to make good decisions." 
A) "We don't use computers,surveys,and the like because marketing's information needs are usually not that precise anyway." 
B) "When we work with outside marketing research specialists,we expect them to take the time to really understand the problem we are trying to solve." 
C) "As marketing manager,I feel that the marketing researchers should be left alone to do their research-since they often come up with interesting suggestions." 
D) "As marketing research director,I should know the marketing manager's position in advance,so we can prove it is correct if possible." 
E) "Our company is very small,but we should have our own marketing research department anyway-to get the information we need to make good decisions."

Question 11

Which of the following would refer to the variety aspect of the Four Vs?

Accepted Answer

A) the use of technology to collect a wide range of data 
B) the speed at which data are generated 
C) the amount of data in a company's MIS 
D) the way data are stored and accessed 
E) how data are used to create a marketing strategy 
A) the use of technology to collect a wide range of data 
B) the speed at which data are generated 
C) the amount of data in a company's MIS 
D) the way data are stored and accessed 
E) how data are used to create a marketing strategy

Question 12

A marketing dashboard displays up-to-the-minute marketing data in an easy-to-read format.

Accepted Answer

A) True 
 B)False

Question 13

Focus groups

Accepted Answer

A) are usually composed of 15-25 people. 
B) yield results that are largely dependent on the viewpoint of the researcher. 
C) always do a good job of representing the broader target market. 
D) are expensive compared to other marketing research methods. 
E) are conducted in a formal group setting. 
A) are usually composed of 15-25 people. 
B) yield results that are largely dependent on the viewpoint of the researcher. 
C) always do a good job of representing the broader target market. 
D) are expensive compared to other marketing research methods. 
E) are conducted in a formal group setting.

Question 14

Unless the problem is precisely defined,research efforts may be wasted on the wrong problem and may lead to costly mistakes.

Accepted Answer

A) True 
 B)False

Question 15

Juan Quito is a marketing manager at Branded Food Co.When he wants to have an interface with a data warehouse and DSS,Juan has to review his ________,the up-to-the-minute marketing data on his computer screen,which is organized in an easy-to-read format and customized to his area of responsibility.

Accepted Answer

A) intranet 
B) marketing dashboard 
C) internal data sources 
D) data warehouse 
E) internal search engine 
A) intranet 
B) marketing dashboard 
C) internal data sources 
D) data warehouse 
E) internal search engine

Question 16

The percentage of people contacted who complete a survey questionnaire is the

Accepted Answer

A) response rate. 
B) sample base unit (SBU)rate. 
C) population rate. 
D) sample rate. 
E) hit rate. 
A) response rate. 
B) sample base unit (SBU)rate. 
C) population rate. 
D) sample rate. 
E) hit rate.

Question 17

The percentage of people contacted in a survey who complete a questionnaire is called the ________ rate.

Accepted Answer

A) qualitative 
B) sample 
C) population 
D) response 
E) expectancy 
A) qualitative 
B) sample 
C) population 
D) response 
E) expectancy

Question 18

Observing,as a method of collecting data,should focus on a well-defined problem.

Accepted Answer

A) True 
 B)False

Question 19

A ________ is an organized way of continually gathering and analyzing data to get information to help marketing managers make ongoing decisions.

Accepted Answer

A) marketing information system 
B) marketing model 
C) marketing research project 
D) marketing research department 
E) marketing logistics system 
A) marketing information system 
B) marketing model 
C) marketing research project 
D) marketing research department 
E) marketing logistics system

Question 20

Which of the following is a disadvantage of telephone surveys?

Accepted Answer

A) They are not effective for getting quick answers. 
B) Fast data analysis is not possible. 
C) Response rates are low. 
D) They cannot be used in markets where illiteracy is a problem. 
E) They are very expensive. 
A) They are not effective for getting quick answers. 
B) Fast data analysis is not possible. 
C) Response rates are low. 
D) They cannot be used in markets where illiteracy is a problem. 
E) They are very expensive.

Internet,library,and government databases are all major sources of primary data.

Searching the Internet,reviewing secondary data,and monitoring "chatter" on the web are inexpensive and informal ways for marketers to

Qualitative research seeks in-depth,open-ended responses,not yes or no answers.

________ are educated guesses about the relationships between things or about what will happen in the future.

When interpreting a sentiment analysis,note that it

Which of the following is considered a limitation of the focus group interview approach?

________ are one widely used form of qualitative questioning in marketing research.

Which of the following trends creates difficult challenges for marketing managers?

Which of the following statements best reflects the point of view of the text with respect to marketing research?

Which of the following would refer to the variety aspect of the Four Vs?

A marketing dashboard displays up-to-the-minute marketing data in an easy-to-read format.

Focus groups

Unless the problem is precisely defined,research efforts may be wasted on the wrong problem and may lead to costly mistakes.

Juan Quito is a marketing manager at Branded Food Co.When he wants to have an interface with a data warehouse and DSS,Juan has to review his ________,the up-to-the-minute marketing data on his computer screen,which is organized in an easy-to-read format and customized to his area of responsibility.

The percentage of people contacted who complete a survey questionnaire is the

The percentage of people contacted in a survey who complete a questionnaire is called the ________ rate.

Observing,as a method of collecting data,should focus on a well-defined problem.

A ________ is an organized way of continually gathering and analyzing data to get information to help marketing managers make ongoing decisions.

Which of the following is a disadvantage of telephone surveys?

Marketings Value to Consumers, Firms, and Society

Marketing Strategy Planning

Evaluating Opportunities in the Changing Market Environment

Focusing Marketing Strategy With Segmentation and Positioning

Final Consumers and Their Buying Behavior

Business and Organizational Customers and Their Buying Behavior

Elements of Product Planning for Goods and Services

Product Management and New-Product Development

Place and Development of Channel Systems

Distribution Customer Service and Logistics

Retailers, Wholesalers, and Their Strategy Planning

Promotionintroduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising and Sales Promotion

Publicity: Promotion Using Earned Media, Owned Media, and Social Media

Pricing Objectives and Policies

Price Setting in the Business World

Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Filters

Exam 7: Improving Decisions With Marketing Information

Internet,library,and government databases are all major sources of primary data.

Searching the Internet,reviewing secondary data,and monitoring "chatter" on the web are inexpensive and informal ways for marketers to

Qualitative research seeks in-depth,open-ended responses,not yes or no answers.

________ are educated guesses about the relationships between things or about what will happen in the future.

When interpreting a sentiment analysis,note that it

Which of the following is considered a limitation of the focus group interview approach?

________ are one widely used form of qualitative questioning in marketing research.

Which of the following trends creates difficult challenges for marketing managers?

Which of the following statements best reflects the point of view of the text with respect to marketing research?

Which of the following would refer to the variety aspect of the Four Vs?

A marketing dashboard displays up-to-the-minute marketing data in an easy-to-read format.

Focus groups

Unless the problem is precisely defined,research efforts may be wasted on the wrong problem and may lead to costly mistakes.

Juan Quito is a marketing manager at Branded Food Co.When he wants to have an interface with a data warehouse and DSS,Juan has to review his ________,the up-to-the-minute marketing data on his computer screen,which is organized in an easy-to-read format and customized to his area of responsibility.

The percentage of people contacted who complete a survey questionnaire is the

The percentage of people contacted in a survey who complete a questionnaire is called the ________ rate.

Observing,as a method of collecting data,should focus on a well-defined problem.

A ________ is an organized way of continually gathering and analyzing data to get information to help marketing managers make ongoing decisions.

Which of the following is a disadvantage of telephone surveys?

Marketings Value to Consumers, Firms, and Society

Marketing Strategy Planning

Evaluating Opportunities in the Changing Market Environment

Focusing Marketing Strategy With Segmentation and Positioning

Final Consumers and Their Buying Behavior

Business and Organizational Customers and Their Buying Behavior

Elements of Product Planning for Goods and Services

Product Management and New-Product Development

Place and Development of Channel Systems

Distribution Customer Service and Logistics

Retailers, Wholesalers, and Their Strategy Planning

Promotionintroduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising and Sales Promotion

Publicity: Promotion Using Earned Media, Owned Media, and Social Media

Pricing Objectives and Policies

Price Setting in the Business World

Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Filters