Question 1

Which of the following statements about using the Internet to gather secondary data is FALSE?

Accepted Answer

A) Internet searches often identify too many irrelevant sources. 
B) Information on the Internet is readily available and very reliable. 
C) The Internet is one of the first places a researcher should look for secondary data. 
D) The key to the Internet is finding what's needed. 
E) Powerful Internet search engines provide lists of links to websites that include words specified by the researcher. 
A) Internet searches often identify too many irrelevant sources. 
B) Information on the Internet is readily available and very reliable. 
C) The Internet is one of the first places a researcher should look for secondary data. 
D) The key to the Internet is finding what's needed. 
E) Powerful Internet search engines provide lists of links to websites that include words specified by the researcher.

Question 2

Which of the following is a feature of qualitative research in primary data collection?

Accepted Answer

A) It asks closed-ended questions. 
B) It asks yes or no type questions. 
C) It provides more representative samples of consumers. 
D) It relies on open-ended questioning. 
E) It uses statistics to analyze data. 
A) It asks closed-ended questions. 
B) It asks yes or no type questions. 
C) It provides more representative samples of consumers. 
D) It relies on open-ended questioning. 
E) It uses statistics to analyze data.

Question 3

What are statistical packages?

Accepted Answer

A) They are easy-to-use computer programs that analyze data. 
B) They are syndicated research services that do qualitative research. 
C) They are procedures used to be sure that a sample is representative. 
D) They are product packages that make it possible to collect data at checkout counters. 
E) They are research plans that specify what information will be obtained and how. 
A) They are easy-to-use computer programs that analyze data. 
B) They are syndicated research services that do qualitative research. 
C) They are procedures used to be sure that a sample is representative. 
D) They are product packages that make it possible to collect data at checkout counters. 
E) They are research plans that specify what information will be obtained and how.

Question 4

What is the role of a researcher when seeking problem-specific data through qualitative research?

Accepted Answer

A) The researcher attempts to get yes or no answers from subjects. 
B) The researcher creates strict guidelines to direct responses to questions. 
C) The researcher tries to prevent the subject from giving open-ended responses. 
D) The researcher seeks for subjects to share their honest thoughts on a topic without interference. 
E) The researcher aims to obtain broad generalities from subjects. 
A) The researcher attempts to get yes or no answers from subjects. 
B) The researcher creates strict guidelines to direct responses to questions. 
C) The researcher tries to prevent the subject from giving open-ended responses. 
D) The researcher seeks for subjects to share their honest thoughts on a topic without interference. 
E) The researcher aims to obtain broad generalities from subjects.

Question 5

In order to utilize big data,marketing managers must

Accepted Answer

A) decide what information can be stored. 
B) understand how quickly information can be analyzed. 
C) figure out how information can be used in marketing strategy planning. 
D) grasp the Four Vs of big data. 
E) All these answers are correct. 
A) decide what information can be stored. 
B) understand how quickly information can be analyzed. 
C) figure out how information can be used in marketing strategy planning. 
D) grasp the Four Vs of big data. 
E) All these answers are correct.

Question 6

The rate at which big data are generated and processed is referred to as

Accepted Answer

A) velocity. 
B) tempo. 
C) volume. 
D) predictive analytics. 
E) variety. 
A) velocity. 
B) tempo. 
C) volume. 
D) predictive analytics. 
E) variety.

Question 7

Which of the following is the correct sequence of steps in the marketing research process?

Accepted Answer

A) getting problem-specific data,interpreting data,defining the problem,analyzing the situation,solving the problem 
B) analyzing the situation,getting problem-specific data,interpreting data,defining the problem,solving the problem 
C) defining the problem,getting problem-specific data,interpreting data,analyzing the situation,solving the problem 
D) defining the problem,analyzing the situation,getting problem-specific data,interpreting the data,solving the problem 
E) None of these answers is correct. 
A) getting problem-specific data,interpreting data,defining the problem,analyzing the situation,solving the problem 
B) analyzing the situation,getting problem-specific data,interpreting data,defining the problem,solving the problem 
C) defining the problem,getting problem-specific data,interpreting data,analyzing the situation,solving the problem 
D) defining the problem,analyzing the situation,getting problem-specific data,interpreting the data,solving the problem 
E) None of these answers is correct.

Question 8

Which of the following is true of a good marketing research practice?

Accepted Answer

A) Marketing managers may only be consumers of research. 
B) Marketing managers need not explain what they want from the research. 
C) Marketing managers do not have to use the language of marketing research specialists. 
D) Marketing managers need not know the basic research process. 
E) Marketing managers should not be informed of the limitations of the findings. 
A) Marketing managers may only be consumers of research. 
B) Marketing managers need not explain what they want from the research. 
C) Marketing managers do not have to use the language of marketing research specialists. 
D) Marketing managers need not know the basic research process. 
E) Marketing managers should not be informed of the limitations of the findings.

Question 9

Which method of data collection is typically best when you want respondents to quickly answer a small number of fairly simple questions?

Accepted Answer

A) telephone interview 
B) mail interview 
C) observation method 
D) experiment method 
E) secondary grouping 
A) telephone interview 
B) mail interview 
C) observation method 
D) experiment method 
E) secondary grouping

Question 10

A marketing information system (MIS)is an organized way of continually gathering,accessing,and analyzing information that marketing managers need to make ongoing decisions.

Accepted Answer

A) True 
 B)False

Question 11

A marketing manager can use a marketing model to look at the sales (and costs)expected with different types of promotion and select the marketing mix that is best for a particular target market.

Accepted Answer

A) True 
 B)False

Question 12

A marketing researcher wants to get sensitive information about family spending patterns as part of a survey.He is most likely to get the needed information

Accepted Answer

A) with a mail,e-mail,or online survey. 
B) with a focus group. 
C) with personal interviews. 
D) with telephone interviews. 
E) All these choices are about equally effective for getting sensitive information. 
A) with a mail,e-mail,or online survey. 
B) with a focus group. 
C) with personal interviews. 
D) with telephone interviews. 
E) All these choices are about equally effective for getting sensitive information.

Question 13

With the observation method,the researcher skillfully engages the subject in conversation.

Accepted Answer

A) True 
 B)False

Question 14

Business market researchers commonly use ________ because it's easier to get and keep the respondent's attention when the interviewer is right there.

Accepted Answer

A) mail questionnaires 
B) focus group interviews 
C) personal interviews 
D) telephone interviews 
E) None of these answers is correct. 
A) mail questionnaires 
B) focus group interviews 
C) personal interviews 
D) telephone interviews 
E) None of these answers is correct.

Question 15

A firm intends to use an online survey questionnaire in a marketing research project.Compared to a mail survey,

Accepted Answer

A) feedback will likely be faster online. 
B) the response rate will likely be lower online. 
C) respondents will likely be younger and better educated online. 
D) costs will likely be lower online. 
E) All these answers are correct. 
A) feedback will likely be faster online. 
B) the response rate will likely be lower online. 
C) respondents will likely be younger and better educated online. 
D) costs will likely be lower online. 
E) All these answers are correct.

Question 16

What is the first step in the marketing research process?

Accepted Answer

A) analyzing the situation 
B) interpreting the data 
C) defining the problem 
D) getting problem-specific data 
E) solving the problem 
A) analyzing the situation 
B) interpreting the data 
C) defining the problem 
D) getting problem-specific data 
E) solving the problem

Question 17

Managers at Wayzata Communications,an Internet service provider,want access to a continual flow of information about their market that is available whenever they need it.Wayzata managers need

Accepted Answer

A) a marketing information system. 
B) an intranet. 
C) a data warehouse. 
D) a customer relationship management system. 
E) big data. 
A) a marketing information system. 
B) an intranet. 
C) a data warehouse. 
D) a customer relationship management system. 
E) big data.

Question 18

Which of the following represents the results component of a marketing information system?

Accepted Answer

A) market research studies 
B) internal data sources 
C) marketing metrics 
D) marketing models 
E) external data sources 
A) market research studies 
B) internal data sources 
C) marketing metrics 
D) marketing models 
E) external data sources

Question 19

The function of marketing research is to develop and analyze new information to help marketing managers make better decisions.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is NOT part of the five-step marketing research process discussed in the text?

Accepted Answer

A) writing the proposal 
B) analyzing the situation 
C) solving the problem 
D) interpreting the data 
E) defining the problem 
A) writing the proposal 
B) analyzing the situation 
C) solving the problem 
D) interpreting the data 
E) defining the problem

Which of the following statements about using the Internet to gather secondary data is FALSE?

Which of the following is a feature of qualitative research in primary data collection?

What are statistical packages?

What is the role of a researcher when seeking problem-specific data through qualitative research?

In order to utilize big data,marketing managers must

The rate at which big data are generated and processed is referred to as

Which of the following is the correct sequence of steps in the marketing research process?

Which of the following is true of a good marketing research practice?

Which method of data collection is typically best when you want respondents to quickly answer a small number of fairly simple questions?

A marketing information system (MIS)is an organized way of continually gathering,accessing,and analyzing information that marketing managers need to make ongoing decisions.

A marketing manager can use a marketing model to look at the sales (and costs)expected with different types of promotion and select the marketing mix that is best for a particular target market.

A marketing researcher wants to get sensitive information about family spending patterns as part of a survey.He is most likely to get the needed information

With the observation method,the researcher skillfully engages the subject in conversation.

Business market researchers commonly use ________ because it's easier to get and keep the respondent's attention when the interviewer is right there.

A firm intends to use an online survey questionnaire in a marketing research project.Compared to a mail survey,

What is the first step in the marketing research process?

Managers at Wayzata Communications,an Internet service provider,want access to a continual flow of information about their market that is available whenever they need it.Wayzata managers need

Which of the following represents the results component of a marketing information system?

The function of marketing research is to develop and analyze new information to help marketing managers make better decisions.

Which of the following is NOT part of the five-step marketing research process discussed in the text?

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

Which of the following statements about using the Internet to gather secondary data is FALSE?

Which of the following is a feature of qualitative research in primary data collection?

What are statistical packages?

What is the role of a researcher when seeking problem-specific data through qualitative research?

In order to utilize big data,marketing managers must

The rate at which big data are generated and processed is referred to as

Which of the following is the correct sequence of steps in the marketing research process?

Which of the following is true of a good marketing research practice?

Which method of data collection is typically best when you want respondents to quickly answer a small number of fairly simple questions?

A marketing information system (MIS)is an organized way of continually gathering,accessing,and analyzing information that marketing managers need to make ongoing decisions.

A marketing manager can use a marketing model to look at the sales (and costs)expected with different types of promotion and select the marketing mix that is best for a particular target market.

A marketing researcher wants to get sensitive information about family spending patterns as part of a survey.He is most likely to get the needed information

With the observation method,the researcher skillfully engages the subject in conversation.

Business market researchers commonly use ________ because it's easier to get and keep the respondent's attention when the interviewer is right there.

A firm intends to use an online survey questionnaire in a marketing research project.Compared to a mail survey,

What is the first step in the marketing research process?

Managers at Wayzata Communications,an Internet service provider,want access to a continual flow of information about their market that is available whenever they need it.Wayzata managers need

Which of the following represents the results component of a marketing information system?

The function of marketing research is to develop and analyze new information to help marketing managers make better decisions.

Which of the following is NOT part of the five-step marketing research process discussed in the text?

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