Question 1

Telephone surveys are effective for getting quick answers to simple questions.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following statements about the role of focus groups in marketing research is true?

Accepted Answer

A) They stimulate discussion among participants. 
B) They involve interviewing people in a formal setting. 
C) They use close-ended,yes or no questions. 
D) They are the same as opinion leaders. 
E) They are the same as reference groups. 
A) They stimulate discussion among participants. 
B) They involve interviewing people in a formal setting. 
C) They use close-ended,yes or no questions. 
D) They are the same as opinion leaders. 
E) They are the same as reference groups.

Question 3

Which of the following statements is true regarding the last step-solving the problem-in the marketing research process?

Accepted Answer

A) In this step,managers use the research results to make decisions. 
B) Research needs to have action implications to have value. 
C) Managers should be able to apply the research findings to marketing strategy planning. 
D) Research that does not provide information that is useful for decision-making is a waste of time and money. 
E) All these answers are correct. 
A) In this step,managers use the research results to make decisions. 
B) Research needs to have action implications to have value. 
C) Managers should be able to apply the research findings to marketing strategy planning. 
D) Research that does not provide information that is useful for decision-making is a waste of time and money. 
E) All these answers are correct.

Question 4

Nielsen's TV audience research illustrates the fact that observing is a common research method in advertising.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

Secondary data

Accepted Answer

A) may provide some background but never provide the answer. 
B) consist of information that has been collected already. 
C) are rarely available and are expensive. 
D) are specifically collected to solve a current problem. 
E) can be in the form of online surveys or observations. 
A) may provide some background but never provide the answer. 
B) consist of information that has been collected already. 
C) are rarely available and are expensive. 
D) are specifically collected to solve a current problem. 
E) can be in the form of online surveys or observations.

Question 7

Since marketing managers have to be able to evaluate research results,they should be involved in the design of research projects,even though they may not be research specialists.

Accepted Answer

A) True 
 B)False

Question 8

A marketing manager should seek help from research only for problems where the risk of a decision can be greatly reduced at a reasonable cost.

Accepted Answer

A) True 
 B)False

Question 9

Regarding an estimate from a survey,the range on either side of the survey result that is likely to contain the "true" value of the relevant population is called the

Accepted Answer

A) sample range. 
B) accuracy range. 
C) confidence interval. 
D) validity interval. 
E) population estimate. 
A) sample range. 
B) accuracy range. 
C) confidence interval. 
D) validity interval. 
E) population estimate.

Question 10

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

Accepted Answer

A) interpreting the data 
B) developing the marketing information system (MIS) 
C) analyzing the situation 
D) defining the problem 
E) solving the problem 
A) interpreting the data 
B) developing the marketing information system (MIS) 
C) analyzing the situation 
D) defining the problem 
E) solving the problem

Question 11

One reason for the popularity of mail surveys is that the response rates are usually very high.

Accepted Answer

A) True 
 B)False

Question 12

A statistical package is likely to be used with quantitative research,but not with qualitative research.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A) They develop and analyze new information about a market. 
B) They are generally too costly and provide less information than a market research procedure. 
C) They help marketing managers improve the marketing strategy planning process. 
D) They cannot be combined with marketing research. 
E) They generally take too long to get the desired information. 
A) They develop and analyze new information about a market. 
B) They are generally too costly and provide less information than a market research procedure. 
C) They help marketing managers improve the marketing strategy planning process. 
D) They cannot be combined with marketing research. 
E) They generally take too long to get the desired information.

Question 14

Which variation of personal interview surveys helps reduce the cost of locating consumer respondents?

Accepted Answer

A) pull interviews 
B) mall intercept interviews 
C) push interviews 
D) perception interviews 
E) subjective interviews 
A) pull interviews 
B) mall intercept interviews 
C) push interviews 
D) perception interviews 
E) subjective interviews

Question 15

To get problem-specific data,a marketing researcher would use

Accepted Answer

A) the experimental method. 
B) a questioning method. 
C) an observing method. 
D) consumer panels and focus groups. 
E) Any or all of these could be used. 
A) the experimental method. 
B) a questioning method. 
C) an observing method. 
D) consumer panels and focus groups. 
E) Any or all of these could be used.

Question 16

Marketing manager Carl Hammer looked through his marketing information system,where he learned who was buying his product and where.He was looking at

Accepted Answer

A) raw data. 
B) information. 
C) a marketing model. 
D) big insights. 
E) a knowledge network. 
A) raw data. 
B) information. 
C) a marketing model. 
D) big insights. 
E) a knowledge network.

Question 17

Marketing managers should be able to explain the kinds of problems they are facing and the kinds of marketing research information that will help them make decisions.

Accepted Answer

A) True 
 B)False

Question 18

The extent to which marketing research data measure what they are intended to measure is known as the confidence level.

Accepted Answer

A) True 
 B)False

Question 19

Secondary data from federal government sources

Accepted Answer

A) are readily available,but there is usually not much information at state and local levels. 
B) focus mostly on agriculture. 
C) are often very helpful for estimating the size of a market. 
D) are only available from the Commerce Department in Washington. 
E) None of these answers is correct. 
A) are readily available,but there is usually not much information at state and local levels. 
B) focus mostly on agriculture. 
C) are often very helpful for estimating the size of a market. 
D) are only available from the Commerce Department in Washington. 
E) None of these answers is correct.

Question 20

Which of the following describes an ethical problem in marketing research?

Accepted Answer

A) A researcher does not disclose problems that occurred during consumer interviews. 
B) A company calls consumers under the guise of doing research when the phone calls are really sales pitches for the company's products. 
C) A manager informs a researcher that the only acceptable results are those that confirm the manager's existing viewpoints. 
D) A researcher deliberately withholds details about how a research study was conducted. 
E) All these answers are correct. 
A) A researcher does not disclose problems that occurred during consumer interviews. 
B) A company calls consumers under the guise of doing research when the phone calls are really sales pitches for the company's products. 
C) A manager informs a researcher that the only acceptable results are those that confirm the manager's existing viewpoints. 
D) A researcher deliberately withholds details about how a research study was conducted. 
E) All these answers are correct.

Telephone surveys are effective for getting quick answers to simple questions.

Which of the following statements about the role of focus groups in marketing research is true?

Which of the following statements is true regarding the last step-solving the problem-in the marketing research process?

Nielsen's TV audience research illustrates the fact that observing is a common research method in advertising.

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

Secondary data

Since marketing managers have to be able to evaluate research results,they should be involved in the design of research projects,even though they may not be research specialists.

A marketing manager should seek help from research only for problems where the risk of a decision can be greatly reduced at a reasonable cost.

Regarding an estimate from a survey,the range on either side of the survey result that is likely to contain the "true" value of the relevant population is called the

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

One reason for the popularity of mail surveys is that the response rates are usually very high.

A statistical package is likely to be used with quantitative research,but not with qualitative research.

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

Which variation of personal interview surveys helps reduce the cost of locating consumer respondents?

To get problem-specific data,a marketing researcher would use

Marketing manager Carl Hammer looked through his marketing information system,where he learned who was buying his product and where.He was looking at

Marketing managers should be able to explain the kinds of problems they are facing and the kinds of marketing research information that will help them make decisions.

The extent to which marketing research data measure what they are intended to measure is known as the confidence level.

Secondary data from federal government sources

Which of the following describes an ethical problem in marketing research?

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

Telephone surveys are effective for getting quick answers to simple questions.

Which of the following statements about the role of focus groups in marketing research is true?

Which of the following statements is true regarding the last step-solving the problem-in the marketing research process?

Nielsen's TV audience research illustrates the fact that observing is a common research method in advertising.

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

Secondary data

Since marketing managers have to be able to evaluate research results,they should be involved in the design of research projects,even though they may not be research specialists.

A marketing manager should seek help from research only for problems where the risk of a decision can be greatly reduced at a reasonable cost.

Regarding an estimate from a survey,the range on either side of the survey result that is likely to contain the "true" value of the relevant population is called the

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

One reason for the popularity of mail surveys is that the response rates are usually very high.

A statistical package is likely to be used with quantitative research,but not with qualitative research.

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

Which variation of personal interview surveys helps reduce the cost of locating consumer respondents?

To get problem-specific data,a marketing researcher would use

Marketing manager Carl Hammer looked through his marketing information system,where he learned who was buying his product and where.He was looking at

Marketing managers should be able to explain the kinds of problems they are facing and the kinds of marketing research information that will help them make decisions.

The extent to which marketing research data measure what they are intended to measure is known as the confidence level.

Secondary data from federal government sources

Which of the following describes an ethical problem in marketing research?

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