Question 1

Open-ended questions are less likely to be asked in quantitative research than in qualitative research.

Accepted Answer

A) True 
 B)False

Question 2

Focus group interviews are a form of quantitative research.

Accepted Answer

A) True 
 B)False

Question 3

Syndicated research is an economical approach for collecting specific research needed by one firm for a specific problem.

Accepted Answer

A) True 
 B)False

Question 4

Marketing research that seeks structured responses that can be summarized is called ________ research.

Accepted Answer

A) focus group 
B) quantitative 
C) qualitative 
D) situation analysis 
E) open-ended 
A) focus group 
B) quantitative 
C) qualitative 
D) situation analysis 
E) open-ended

Question 5

The benefit of using data from a firm's MIS for making marketing strategy decisions is that marketing managers trust the data and are assured of its veracity.

Accepted Answer

A) True 
 B)False

Question 6

Whenever John shops for groceries,he gives an ID card to the clerk,who scans the number.Then the scanner records every purchase-including brands,sizes,prices,and any coupons used.John is most probably a

Accepted Answer

A) licensed purchaser. 
B) consumer panel member. 
C) market researcher. 
D) focus group leader. 
E) opinion leader. 
A) licensed purchaser. 
B) consumer panel member. 
C) market researcher. 
D) focus group leader. 
E) opinion leader.

Question 7

In marketing research,a population is a part of the relevant sample.

Accepted Answer

A) True 
 B)False

Question 8

In the marketing research process,defining the problem

Accepted Answer

A) means identifying the symptoms. 
B) usually requires that problem-specific data be collected and interpreted. 
C) may have to wait until after a situation analysis has been completed. 
D) All these answers are correct. 
A) means identifying the symptoms. 
B) usually requires that problem-specific data be collected and interpreted. 
C) may have to wait until after a situation analysis has been completed. 
D) All these answers are correct.

Question 9

What is the likely goal of a situation analysis?

Accepted Answer

A) It usually involves formal talks with informed people. 
B) It helps define the problem. 
C) It is an approach that focuses on being objective and orderly in testing ideas before accepting them. 
D) It helps marketing managers in dealing with familiar areas. 
E) It provides a controlled test of a hypothesis. 
A) It usually involves formal talks with informed people. 
B) It helps define the problem. 
C) It is an approach that focuses on being objective and orderly in testing ideas before accepting them. 
D) It helps marketing managers in dealing with familiar areas. 
E) It provides a controlled test of a hypothesis.

Question 10

Defining the problem is the first step in the marketing research process-and is usually the easiest job for the researcher.

Accepted Answer

A) True 
 B)False

Question 11

A good marketing manager knows that the value of additional information lies in the ability to design more effective marketing strategies.

Accepted Answer

A) True 
 B)False

Question 12

What is the purpose of the five-step marketing research process?

Accepted Answer

A) to define and solve a problem 
B) to design,implement,and control marketing plans and activities 
C) to narrow down a broad generic market into useful target markets 
D) to identify the main steps in the consumer decision process 
E) to help marketers choose between consumer markets and B2B markets 
A) to define and solve a problem 
B) to design,implement,and control marketing plans and activities 
C) to narrow down a broad generic market into useful target markets 
D) to identify the main steps in the consumer decision process 
E) to help marketers choose between consumer markets and B2B markets

Question 13

A focus group interview involves interviewing 6 to 10 people in an informal group setting.

Accepted Answer

A) True 
 B)False

Question 14

The Statistical Abstract of the United States is a useful summary of secondary data published by the federal government.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is NOT an advantage of mail surveys as a method of quantitative research?

Accepted Answer

A) ability to do extensive questioning 
B) ability of the respondent to complete the survey at his/her convenience 
C) greater willingness of the respondent to provide personal information 
D) high response rates 
E) low cost relative to personal interview surveys 
A) ability to do extensive questioning 
B) ability of the respondent to complete the survey at his/her convenience 
C) greater willingness of the respondent to provide personal information 
D) high response rates 
E) low cost relative to personal interview surveys

Question 16

The response rate to a survey affects

Accepted Answer

A) who is in the population for a marketing research study. 
B) whether a statistical package can be used to analyze the data. 
C) how representative the sample is. 
D) All these answers are correct. 
A) who is in the population for a marketing research study. 
B) whether a statistical package can be used to analyze the data. 
C) how representative the sample is. 
D) All these answers are correct.

Question 17

Which of the following statements explains why marketers use focus groups to conduct research?

Accepted Answer

A) People may not feel free to express their honest thoughts in groups. 
B) Some individuals may dominate group discussion. 
C) With focus groups marketers can stimulate thinking and get immediate reactions. 
D) The results cannot be measured objectively. 
E) Conclusions reached from a session usually vary depending on the viewpoint of the researcher. 
A) People may not feel free to express their honest thoughts in groups. 
B) Some individuals may dominate group discussion. 
C) With focus groups marketers can stimulate thinking and get immediate reactions. 
D) The results cannot be measured objectively. 
E) Conclusions reached from a session usually vary depending on the viewpoint of the researcher.

Question 18

Which of the following is a frequently used approach for analyzing and interpreting marketing research data that shows the relationship of answers to two different questions?

Accepted Answer

A) observation 
B) focus group interviews 
C) online response rates analysis 
D) experimental approach 
E) cross-tabulation 
A) observation 
B) focus group interviews 
C) online response rates analysis 
D) experimental approach 
E) cross-tabulation

Question 19

Which of the following would be a marketing manager's best source of secondary data?

Accepted Answer

A) a firm's MIS 
B) focus group interviews 
C) loyalty card data 
D) online surveys 
E) customer observation 
A) a firm's MIS 
B) focus group interviews 
C) loyalty card data 
D) online surveys 
E) customer observation

Question 20

Which of the following is NOT among the reasons a situation analysis can be highly beneficial to marketers?

Accepted Answer

A) It is very informative. 
B) It requires little time. 
C) It is inexpensive compared to formal research efforts. 
D) It typically requires only a phone or Internet access. 
E) It yields relevant primary data. 
A) It is very informative. 
B) It requires little time. 
C) It is inexpensive compared to formal research efforts. 
D) It typically requires only a phone or Internet access. 
E) It yields relevant primary data.

Open-ended questions are less likely to be asked in quantitative research than in qualitative research.

Focus group interviews are a form of quantitative research.

Syndicated research is an economical approach for collecting specific research needed by one firm for a specific problem.

Marketing research that seeks structured responses that can be summarized is called ________ research.

The benefit of using data from a firm's MIS for making marketing strategy decisions is that marketing managers trust the data and are assured of its veracity.

Whenever John shops for groceries,he gives an ID card to the clerk,who scans the number.Then the scanner records every purchase-including brands,sizes,prices,and any coupons used.John is most probably a

In marketing research,a population is a part of the relevant sample.

In the marketing research process,defining the problem

What is the likely goal of a situation analysis?

Defining the problem is the first step in the marketing research process-and is usually the easiest job for the researcher.

A good marketing manager knows that the value of additional information lies in the ability to design more effective marketing strategies.

What is the purpose of the five-step marketing research process?

A focus group interview involves interviewing 6 to 10 people in an informal group setting.

The Statistical Abstract of the United States is a useful summary of secondary data published by the federal government.

Which of the following is NOT an advantage of mail surveys as a method of quantitative research?

The response rate to a survey affects

Which of the following statements explains why marketers use focus groups to conduct research?

Which of the following is a frequently used approach for analyzing and interpreting marketing research data that shows the relationship of answers to two different questions?

Which of the following would be a marketing manager's best source of secondary data?

Which of the following is NOT among the reasons a situation analysis can be highly beneficial to marketers?

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

Open-ended questions are less likely to be asked in quantitative research than in qualitative research.

Focus group interviews are a form of quantitative research.

Syndicated research is an economical approach for collecting specific research needed by one firm for a specific problem.

Marketing research that seeks structured responses that can be summarized is called ________ research.

The benefit of using data from a firm's MIS for making marketing strategy decisions is that marketing managers trust the data and are assured of its veracity.

Whenever John shops for groceries,he gives an ID card to the clerk,who scans the number.Then the scanner records every purchase-including brands,sizes,prices,and any coupons used.John is most probably a

In marketing research,a population is a part of the relevant sample.

In the marketing research process,defining the problem

What is the likely goal of a situation analysis?

Defining the problem is the first step in the marketing research process-and is usually the easiest job for the researcher.

A good marketing manager knows that the value of additional information lies in the ability to design more effective marketing strategies.

What is the purpose of the five-step marketing research process?

A focus group interview involves interviewing 6 to 10 people in an informal group setting.

The Statistical Abstract of the United States is a useful summary of secondary data published by the federal government.

Which of the following is NOT an advantage of mail surveys as a method of quantitative research?

The response rate to a survey affects

Which of the following statements explains why marketers use focus groups to conduct research?

Which of the following is a frequently used approach for analyzing and interpreting marketing research data that shows the relationship of answers to two different questions?

Which of the following would be a marketing manager's best source of secondary data?

Which of the following is NOT among the reasons a situation analysis can be highly beneficial to marketers?

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