Question 1

When getting information for marketing decisions,the marketing manager

Accepted Answer

A) may use both internal and external sources of information. 
B) may need to make some decisions based on incomplete information. 
C) may need to rely on his or her own instincts to make some decisions. 
D) should have access to ongoing information about business performance. 
E) All these answers are correct. 
A) may use both internal and external sources of information. 
B) may need to make some decisions based on incomplete information. 
C) may need to rely on his or her own instincts to make some decisions. 
D) should have access to ongoing information about business performance. 
E) All these answers are correct.

Question 2

Secondary data are often available at little or no cost through

Accepted Answer

A) tracking consumer clicks on a website. 
B) conducting focus group interviews. 
C) the use of online customer surveys. 
D) conducting in-depth interviews. 
E) a review of company files. 
A) tracking consumer clicks on a website. 
B) conducting focus group interviews. 
C) the use of online customer surveys. 
D) conducting in-depth interviews. 
E) a review of company files.

Question 3

Which of the following statements about doing a situation analysis is correct?

Accepted Answer

A) Libraries have good data on specific topics,but they are expensive to find. 
B) It doesn't make sense to start a situation analysis until the problem has begun to surface. 
C) Good data are available from the government,but obtaining them is expensive. 
D) A good situation analysis is usually more expensive than collecting primary data. 
E) It is effective if the researcher has good knowledge about the management decisions to be made. 
A) Libraries have good data on specific topics,but they are expensive to find. 
B) It doesn't make sense to start a situation analysis until the problem has begun to surface. 
C) Good data are available from the government,but obtaining them is expensive. 
D) A good situation analysis is usually more expensive than collecting primary data. 
E) It is effective if the researcher has good knowledge about the management decisions to be made.

Question 4

A decision-making approach that focuses on being objective and orderly in testing ideas before accepting them is called the ________ method.

Accepted Answer

A) MIS 
B) scientific 
C) statistical 
D) DSS 
E) marketing model 
A) MIS 
B) scientific 
C) statistical 
D) DSS 
E) marketing model

Question 5

Data that have already been collected in a previous study are called ________ data,while data that are generated by a phone survey this month of key customers are called ________ data.

Accepted Answer

A) primary; secondary 
B) primary; intranet 
C) secondary; primary 
D) secondary; experimental 
E) intranet; sample 
A) primary; secondary 
B) primary; intranet 
C) secondary; primary 
D) secondary; experimental 
E) intranet; sample

Question 6

Which of the following is true about local marketing researchers when market research is conducted in overseas markets?

Accepted Answer

A) They are unsuitable in instances when a firm is small and entering overseas markets for the first time. 
B) They do not base their research on the customs,language,or circumstances of the customers they study. 
C) They are less likely to make mistakes based on a misunderstanding of customs. 
D) They do not provide leads on identifying the best research suppliers. 
E) They are less helpful for firms that are large and already well established internationally. 
A) They are unsuitable in instances when a firm is small and entering overseas markets for the first time. 
B) They do not base their research on the customs,language,or circumstances of the customers they study. 
C) They are less likely to make mistakes based on a misunderstanding of customs. 
D) They do not provide leads on identifying the best research suppliers. 
E) They are less helpful for firms that are large and already well established internationally.

Question 7

An information gathering process in which the responses of two or more groups that are similar except on the characteristic being tested are compared is called the ________ method.

Accepted Answer

A) focus group 
B) random 
C) observing 
D) experimental 
E) qualitative questioning 
A) focus group 
B) random 
C) observing 
D) experimental 
E) qualitative questioning

Question 8

A customer journey map can identify ways that a company can improve the entire purchase experience.

Accepted Answer

A) True 
 B)False

Question 9

Qualitative research involves

Accepted Answer

A) talks with the firm's own managers. 
B) questioning to obtain in-depth,open-ended responses. 
C) "yes/no" questionnaires. 
D) studying secondary data. 
E) None of these answers is correct. 
A) talks with the firm's own managers. 
B) questioning to obtain in-depth,open-ended responses. 
C) "yes/no" questionnaires. 
D) studying secondary data. 
E) None of these answers is correct.

Question 10

Which of the following is/are NOT a secondary data source?

Accepted Answer

A) company sales information 
B) previous marketing research studies 
C) libraries 
D) private research organizations 
E) consumer panels 
A) company sales information 
B) previous marketing research studies 
C) libraries 
D) private research organizations 
E) consumer panels

Question 11

Use of the scientific method in marketing research forces researchers to use an inflexible process.

Accepted Answer

A) True 
 B)False

Question 12

A Walmart clerk processes a customer's purchases by scanning the bar codes of their items.This is an example of which type of research?

Accepted Answer

A) observation 
B) experiment 
C) phone 
D) mail 
E) secondary 
A) observation 
B) experiment 
C) phone 
D) mail 
E) secondary

Question 13

Defining the problem is often the most difficult step in the marketing research process.

Accepted Answer

A) True 
 B)False

Question 14

A marketing researcher using the scientific method develops and tests hypotheses about the relationships between things or about what will happen in the future.

Accepted Answer

A) True 
 B)False

Question 15

About ________ percent of marketing research spending is for syndicated research.

Accepted Answer

A) 10 
B) 25 
C) 40 
D) 60 
E) 75 
A) 10 
B) 25 
C) 40 
D) 60 
E) 75

Question 16

What is the significance of the observing method in marketing research?

Accepted Answer

A) It uses personal interviews only. 
B) It requires customers to change their normal shopping behavior. 
C) It is used to gather data without influencing the subject's behavior in the process. 
D) It is not suitable for obtaining primary data. 
E) It has no focus on any well-defined problems. 
A) It uses personal interviews only. 
B) It requires customers to change their normal shopping behavior. 
C) It is used to gather data without influencing the subject's behavior in the process. 
D) It is not suitable for obtaining primary data. 
E) It has no focus on any well-defined problems.

Question 17

Data that have been collected or published already are

Accepted Answer

A) primary data. 
B) free. 
C) franchised data. 
D) secondary data. 
E) None of these answers are correct. 
A) primary data. 
B) free. 
C) franchised data. 
D) secondary data. 
E) None of these answers are correct.

Question 18

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

Accepted Answer

A) big data repository 
B) data warehouse 
C) marketing information system 
D) research specialist network 
E) marketing model 
A) big data repository 
B) data warehouse 
C) marketing information system 
D) research specialist network 
E) marketing model

Question 19

Which of the following represents the third step of the five-step approach of marketing research?

Accepted Answer

A) defining the problem 
B) analyzing the solution 
C) looking for alternatives 
D) interpreting the data 
E) getting problem-specific data 
A) defining the problem 
B) analyzing the solution 
C) looking for alternatives 
D) interpreting the data 
E) getting problem-specific data

Question 20

Which of the following provides the correct sequence in the marketing research process?

Accepted Answer

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

When getting information for marketing decisions,the marketing manager

Secondary data are often available at little or no cost through

Which of the following statements about doing a situation analysis is correct?

A decision-making approach that focuses on being objective and orderly in testing ideas before accepting them is called the ________ method.

Data that have already been collected in a previous study are called data,while data that are generated by a phone survey this month of key customers are called data.

Which of the following is true about local marketing researchers when market research is conducted in overseas markets?

An information gathering process in which the responses of two or more groups that are similar except on the characteristic being tested are compared is called the ________ method.

A customer journey map can identify ways that a company can improve the entire purchase experience.

Qualitative research involves

Which of the following is/are NOT a secondary data source?

Use of the scientific method in marketing research forces researchers to use an inflexible process.

A Walmart clerk processes a customer's purchases by scanning the bar codes of their items.This is an example of which type of research?

Defining the problem is often the most difficult step in the marketing research process.

A marketing researcher using the scientific method develops and tests hypotheses about the relationships between things or about what will happen in the future.

About ________ percent of marketing research spending is for syndicated research.

What is the significance of the observing method in marketing research?

Data that have been collected or published already are

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

Which of the following represents the third step of the five-step approach of marketing research?

Which of the following provides the correct sequence in the marketing research process?

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

When getting information for marketing decisions,the marketing manager

Secondary data are often available at little or no cost through

Which of the following statements about doing a situation analysis is correct?

A decision-making approach that focuses on being objective and orderly in testing ideas before accepting them is called the ________ method.

Data that have already been collected in a previous study are called ________ data,while data that are generated by a phone survey this month of key customers are called ________ data.

Which of the following is true about local marketing researchers when market research is conducted in overseas markets?

An information gathering process in which the responses of two or more groups that are similar except on the characteristic being tested are compared is called the ________ method.

A customer journey map can identify ways that a company can improve the entire purchase experience.

Qualitative research involves

Which of the following is/are NOT a secondary data source?

Use of the scientific method in marketing research forces researchers to use an inflexible process.

A Walmart clerk processes a customer's purchases by scanning the bar codes of their items.This is an example of which type of research?

Defining the problem is often the most difficult step in the marketing research process.

A marketing researcher using the scientific method develops and tests hypotheses about the relationships between things or about what will happen in the future.

About ________ percent of marketing research spending is for syndicated research.

What is the significance of the observing method in marketing research?

Data that have been collected or published already are

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

Which of the following represents the third step of the five-step approach of marketing research?

Which of the following provides the correct sequence in the marketing research process?

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

Data that have already been collected in a previous study are called data,while data that are generated by a phone survey this month of key customers are called data.