Question 1

A marketing information system should

Accepted Answer

A) provide a good overall view on many types of problems. 
B) store data from inside and outside of the company. 
C) provide results in the form of marketing metrics. 
D) help make marketing strategy planning process and strategy decisions. 
E) All these answers are correct. 
A) provide a good overall view on many types of problems. 
B) store data from inside and outside of the company. 
C) provide results in the form of marketing metrics. 
D) help make marketing strategy planning process and strategy decisions. 
E) All these answers are correct.

Question 2

A firm conducting sentiment analysis would

Accepted Answer

A) monitor online comments on social media. 
B) undertake qualitative research to determine how customers feel about its brand. 
C) compare groups of customers that are similar except on the characteristic being tested. 
D) engage a consumer panel to provide ongoing information. 
E) interview 6 to 10 people in an informal group setting. 
A) monitor online comments on social media. 
B) undertake qualitative research to determine how customers feel about its brand. 
C) compare groups of customers that are similar except on the characteristic being tested. 
D) engage a consumer panel to provide ongoing information. 
E) interview 6 to 10 people in an informal group setting.

Question 3

Which of the following statements about marketing information systems (MIS)is true?

Accepted Answer

A) The input of marketing managers is not needed in developing an MIS; marketers should leave everything to information technology specialists. 
B) They can be used to improve implementation and control. 
C) A good MIS converts information into raw data. 
D) An MIS provides an alternative to big data. 
E) All these statements are true. 
A) The input of marketing managers is not needed in developing an MIS; marketers should leave everything to information technology specialists. 
B) They can be used to improve implementation and control. 
C) A good MIS converts information into raw data. 
D) An MIS provides an alternative to big data. 
E) All these statements are true.

Question 4

Wizard Toy Company's marketing researcher conducted a survey to find out the percentage of customers who,after receiving a promotional mailing about a new toy,actually went out and purchased the product.This is an example of

Accepted Answer

A) a response rate. 
B) cross-tabulation. 
C) personal interviews. 
D) quantitative research. 
E) an experimental method. 
A) a response rate. 
B) cross-tabulation. 
C) personal interviews. 
D) quantitative research. 
E) an experimental method.

Question 5

Which of the following would be a good place for a marketing analyst to start looking for published statistical data of the social,political,and economic organization of the United States?

Accepted Answer

A) Encyclopedia of Associations 
B) Congressional Record 
C) The Wall Street Journal 
D) Statistical Abstract of the United States 
E) research files of The New York Times 
A) Encyclopedia of Associations 
B) Congressional Record 
C) The Wall Street Journal 
D) Statistical Abstract of the United States 
E) research files of The New York Times

Question 6

By computing confidence intervals,a researcher can

Accepted Answer

A) have just as much confidence in an estimate from a small sample. 
B) offset some of the problems of having a nonrepresentative sample. 
C) estimate how precise his or her research results are likely to be. 
D) None of these answers is correct. 
A) have just as much confidence in an estimate from a small sample. 
B) offset some of the problems of having a nonrepresentative sample. 
C) estimate how precise his or her research results are likely to be. 
D) None of these answers is correct.

Question 7

A company that sells equipment through independent wholesalers wants to find out why sales are down in one region.An analyst is asked to interview the wholesaler in that region.This seems to be

Accepted Answer

A) part of a situation analysis. 
B) the beginning of a focus group interview. 
C) a case of gathering information that will be analyzed by a statistical package. 
D) a bad practice,since the problem has not yet been defined. 
E) None of these answers is correct. 
A) part of a situation analysis. 
B) the beginning of a focus group interview. 
C) a case of gathering information that will be analyzed by a statistical package. 
D) a bad practice,since the problem has not yet been defined. 
E) None of these answers is correct.

Question 8

A formal marketing research project usually involves gathering primary data.

Accepted Answer

A) True 
 B)False

Question 9

Executed marketing strategies and their results should be fed back into a company's data warehouse so that they can be used for problem solving in the future.

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

Which of the following statements accurately describes the collaboration between marketing managers and market researchers?

Accepted Answer

A) Marketers explain real marketing problems and request information from researchers; researchers conduct tests that provide information to marketers. 
B) Marketers conduct tests; researchers turn data into useful information. 
C) Marketers submit bids; researchers evaluate bids. 
D) Marketers gather data from secondary sources; researchers input data into data warehouses for computer processing. 
E) Marketers conduct tests; researchers identify marketing problems. 
A) Marketers explain real marketing problems and request information from researchers; researchers conduct tests that provide information to marketers. 
B) Marketers conduct tests; researchers turn data into useful information. 
C) Marketers submit bids; researchers evaluate bids. 
D) Marketers gather data from secondary sources; researchers input data into data warehouses for computer processing. 
E) Marketers conduct tests; researchers identify marketing problems.

Question 12

Sales data become wisdom when they provide answers to questions of "who," "what," "where," "how much," and "when."

Accepted Answer

A) True 
 B)False

Question 13

A consumer products manufacturer wants consumer reaction to its existing products.Because the firm considers interaction important to stimulate thinking,it should use

Accepted Answer

A) the observation method. 
B) a focus group interview. 
C) the GSR (galvanic skin response)method. 
D) a quantitative interview. 
E) a telephone interview. 
A) the observation method. 
B) a focus group interview. 
C) the GSR (galvanic skin response)method. 
D) a quantitative interview. 
E) a telephone interview.

Question 14

A marketing manager wants to know if a "2 for 1" coupon will attract new customers.He will get the most persuasive results if he uses

Accepted Answer

A) a focus group to ask consumers if they like the idea. 
B) an experimental method in which only some consumers get the coupon and the purchases of the two groups (with and without coupons)are compared. 
C) personal interviewers to ask consumers how they will react. 
D) a mail survey to ask consumers if they use coupons and why. 
E) none of these would allow the manager to determine if the coupon will help get new customers. 
A) a focus group to ask consumers if they like the idea. 
B) an experimental method in which only some consumers get the coupon and the purchases of the two groups (with and without coupons)are compared. 
C) personal interviewers to ask consumers how they will react. 
D) a mail survey to ask consumers if they use coupons and why. 
E) none of these would allow the manager to determine if the coupon will help get new customers.

Question 15

A marketing manager scans a firm's MIS to try to obtain information about why the firm's product sales are down.This is an example of

Accepted Answer

A) an intranet. 
B) hypothesis testing. 
C) an experiment. 
D) a data warehouse. 
E) a situation analysis. 
A) an intranet. 
B) hypothesis testing. 
C) an experiment. 
D) a data warehouse. 
E) a situation analysis.

Question 16

During the situation analysis,marketing researchers may talk to informed people within the company,study internal records,search libraries for available information,or browse the Internet with a search engine.

Accepted Answer

A) True 
 B)False

Question 17

Only about 25 percent of marketing research spending is for syndicated research.

Accepted Answer

A) True 
 B)False

Question 18

What does the phrase "big data" refer to?

Accepted Answer

A) It refers to the information collected by the top five firms in the marketing research industry. 
B) It refers to the data sets too large and complex to work with typical database management tools. 
C) It refers to the information received from market research studies but not internal sources. 
D) It refers to the marketing research data taken from Internet sources. 
E) It refers to the market information taken from the U.S.Census. 
A) It refers to the information collected by the top five firms in the marketing research industry. 
B) It refers to the data sets too large and complex to work with typical database management tools. 
C) It refers to the information received from market research studies but not internal sources. 
D) It refers to the marketing research data taken from Internet sources. 
E) It refers to the market information taken from the U.S.Census.

Question 19

Which of the following is a disadvantage of quantitative research (compared to qualitative research)?

Accepted Answer

A) It is harder to get in-depth answers. 
B) The conclusions are likely to vary more from analyst to analyst. 
C) The results are harder to summarize. 
D) It is not as fast for respondents. 
E) None of these is a disadvantage of quantitative research. 
A) It is harder to get in-depth answers. 
B) The conclusions are likely to vary more from analyst to analyst. 
C) The results are harder to summarize. 
D) It is not as fast for respondents. 
E) None of these is a disadvantage of quantitative research.

Question 20

At Verizon Communications,a marketing manager can view up-to-date marketing data that has been customized to fit his area of responsibility by using a

Accepted Answer

A) data warehouse. 
B) search engine. 
C) situation analysis. 
D) marketing dashboard. 
E) validity study. 
A) data warehouse. 
B) search engine. 
C) situation analysis. 
D) marketing dashboard. 
E) validity study.

A marketing information system should

A firm conducting sentiment analysis would

Which of the following statements about marketing information systems (MIS)is true?

Wizard Toy Company's marketing researcher conducted a survey to find out the percentage of customers who,after receiving a promotional mailing about a new toy,actually went out and purchased the product.This is an example of

Which of the following would be a good place for a marketing analyst to start looking for published statistical data of the social,political,and economic organization of the United States?

By computing confidence intervals,a researcher can

A company that sells equipment through independent wholesalers wants to find out why sales are down in one region.An analyst is asked to interview the wholesaler in that region.This seems to be

A formal marketing research project usually involves gathering primary data.

Executed marketing strategies and their results should be fed back into a company's data warehouse so that they can be used for problem solving in the future.

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

Which of the following statements accurately describes the collaboration between marketing managers and market researchers?

Sales data become wisdom when they provide answers to questions of "who," "what," "where," "how much," and "when."

A consumer products manufacturer wants consumer reaction to its existing products.Because the firm considers interaction important to stimulate thinking,it should use

A marketing manager wants to know if a "2 for 1" coupon will attract new customers.He will get the most persuasive results if he uses

A marketing manager scans a firm's MIS to try to obtain information about why the firm's product sales are down.This is an example of

During the situation analysis,marketing researchers may talk to informed people within the company,study internal records,search libraries for available information,or browse the Internet with a search engine.

Only about 25 percent of marketing research spending is for syndicated research.

What does the phrase "big data" refer to?

Which of the following is a disadvantage of quantitative research (compared to qualitative research)?

At Verizon Communications,a marketing manager can view up-to-date marketing data that has been customized to fit his area of responsibility by using a

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

A marketing information system should

A firm conducting sentiment analysis would

Which of the following statements about marketing information systems (MIS)is true?

Wizard Toy Company's marketing researcher conducted a survey to find out the percentage of customers who,after receiving a promotional mailing about a new toy,actually went out and purchased the product.This is an example of

Which of the following would be a good place for a marketing analyst to start looking for published statistical data of the social,political,and economic organization of the United States?

By computing confidence intervals,a researcher can

A company that sells equipment through independent wholesalers wants to find out why sales are down in one region.An analyst is asked to interview the wholesaler in that region.This seems to be

A formal marketing research project usually involves gathering primary data.

Executed marketing strategies and their results should be fed back into a company's data warehouse so that they can be used for problem solving in the future.

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

Which of the following statements accurately describes the collaboration between marketing managers and market researchers?

Sales data become wisdom when they provide answers to questions of "who," "what," "where," "how much," and "when."

A consumer products manufacturer wants consumer reaction to its existing products.Because the firm considers interaction important to stimulate thinking,it should use

A marketing manager wants to know if a "2 for 1" coupon will attract new customers.He will get the most persuasive results if he uses

A marketing manager scans a firm's MIS to try to obtain information about why the firm's product sales are down.This is an example of

During the situation analysis,marketing researchers may talk to informed people within the company,study internal records,search libraries for available information,or browse the Internet with a search engine.

Only about 25 percent of marketing research spending is for syndicated research.

What does the phrase "big data" refer to?

Which of the following is a disadvantage of quantitative research (compared to qualitative research)?

At Verizon Communications,a marketing manager can view up-to-date marketing data that has been customized to fit his area of responsibility by using a

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