Question 1

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 D

Question 2

Regarding marketing managers and the development of market research:

Accepted Answer

A)  Marketing managers may only be consumers of research. 
B)  Marketing managers do not need to be able to explain what they want from research-specialists know. 
C)  Marketing managers do not have to use the language of marketing research specialists. 
D)  Marketing managers do not need to know the basic research process. 
E)  All of these are true. 
A)  Marketing managers may only be consumers of research. 
B)  Marketing managers do not need to be able to explain what they want from research-specialists know. 
C)  Marketing managers do not have to use the language of marketing research specialists. 
D)  Marketing managers do not need to know the basic research process. 
E)  All of these are true. A

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  False

Question 4

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

Question 5

Marketing research:

Accepted Answer

A)  should be planned by research specialists who understand research techniques better than marketing managers. 
B)  is only needed by producers who use long channels of distribution. 
C)  is not needed by nonprofits because they determine success differently from for-profits. 
D)  is not needed by business marketers because their needs are different from consumer marketers. 
E)  can get changing information that is not available in the MIS. 
A)  should be planned by research specialists who understand research techniques better than marketing managers. 
B)  is only needed by producers who use long channels of distribution. 
C)  is not needed by nonprofits because they determine success differently from for-profits. 
D)  is not needed by business marketers because their needs are different from consumer marketers. 
E)  can get changing information that is not available in the MIS.

Question 6

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 7

Which of the following observations about the use of a marketing information system (MIS) is FALSE?

Accepted Answer

A)  Not every firm has a complete MIS. 
B)  An MIS tends to focus on recurring information needs. 
C)  For most firms it pays to wait to until you have important questions you can't answer. 
D)  It is the job of the MIS specialist to ask for the right information in the right form. 
E)  An MIS shouldn't be the only source of information for managers while making decisions. 
A)  Not every firm has a complete MIS. 
B)  An MIS tends to focus on recurring information needs. 
C)  For most firms it pays to wait to until you have important questions you can't answer. 
D)  It is the job of the MIS specialist to ask for the right information in the right form. 
E)  An MIS shouldn't be the only source of information for managers while making decisions.

Question 8

Two similar groups of consumers are shown different magazines which include the same ad. Then each consumer is asked questions about the advertised product. This seems to be a description of

Accepted Answer

A)  the experimental method. 
B)  a set of focus group interviews. 
C)  a consumer panel research project. 
D)  a set of personal interviews. 
E)  None of these alternatives is a good answer. 
A)  the experimental method. 
B)  a set of focus group interviews. 
C)  a consumer panel research project. 
D)  a set of personal interviews. 
E)  None of these alternatives is a good answer.

Question 9

To avoid wasting time working on the wrong problem, marketing researchers can use a logical strategy planning framework to guide their efforts.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is usually the most expensive way to collect data from consumers?

Accepted Answer

A)  Telephone surveys 
B)  E-mail surveys 
C)  Online surveys 
D)  Mail surveys 
E)  Personal interviews 
A)  Telephone surveys 
B)  E-mail surveys 
C)  Online surveys 
D)  Mail surveys 
E)  Personal interviews

Question 11

Educated guesses about the relationships between things or about what will happen in the future are:

Accepted Answer

A)  hypotheses. 
B)  laws. 
C)  proposals. 
D)  theories. 
E)  predictions. 
A)  hypotheses. 
B)  laws. 
C)  proposals. 
D)  theories. 
E)  predictions.

Question 12

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

Accepted Answer

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

Question 13

Identify 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

Question 14

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 is the correct sequence of steps in the marketing research process. 
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 is the correct sequence of steps in the marketing research process.

Question 15

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 16

Regarding a marketing information system (MIS):

Accepted Answer

A)  The input of marketing managers is not needed in developing an MIS; marketers should leave everything to information technology specialists. 
B)  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 of these statements about a marketing information system are correct. 
A)  The input of marketing managers is not needed in developing an MIS; marketers should leave everything to information technology specialists. 
B)  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 of these statements about a marketing information system are correct.

Question 17

Since marketers can't collect information from everyone, they collect information from a small number of people taken from the larger group they are analyzing-a sample. This technique is effective when:

Accepted Answer

A)  the sample group is representative of the larger population. 
B)  the sample group is different from the larger population. 
C)  the sample group provides identical responses. 
D)  the sample group is questioned using online surveys. 
E)  the sample group is questioned using personal interviews. 
A)  the sample group is representative of the larger population. 
B)  the sample group is different from the larger population. 
C)  the sample group provides identical responses. 
D)  the sample group is questioned using online surveys. 
E)  the sample group is questioned using personal interviews.

Question 18

An outside sales force can provide customers with up-to-date inventory levels, product prices, delivery dates, and so forth by accessing information on the firm's own:

Accepted Answer

A)  marketing model. 
B)  marketing dashboard. 
C)  intranet. 
D)  JIT system. 
E)  EDI system. 
A)  marketing model. 
B)  marketing dashboard. 
C)  intranet. 
D)  JIT system. 
E)  EDI system.

Question 19

A _____ is an online group of participants joined together by a common interest, and who participate in ongoing research.

Accepted Answer

A)  experiment 
B)  mutual research network 
C)  family intercept 
D)  focus group 
E)  market research online community 
A)  experiment 
B)  mutual research network 
C)  family intercept 
D)  focus group 
E)  market research online community

Question 20

In the observation method, researchers try to see or record what the subject does naturally.

Accepted Answer

A) True 
 B)False

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

Regarding marketing managers and the development of market research:

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

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

Marketing research:

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

Which of the following observations about the use of a marketing information system (MIS) is FALSE?

Two similar groups of consumers are shown different magazines which include the same ad. Then each consumer is asked questions about the advertised product. This seems to be a description of

To avoid wasting time working on the wrong problem, marketing researchers can use a logical strategy planning framework to guide their efforts.

Which of the following is usually the most expensive way to collect data from consumers?

Educated guesses about the relationships between things or about what will happen in the future are:

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

Identify the correct sequence in the marketing research process.

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

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

Regarding a marketing information system (MIS):

Since marketers can't collect information from everyone, they collect information from a small number of people taken from the larger group they are analyzing-a sample. This technique is effective when:

An outside sales force can provide customers with up-to-date inventory levels, product prices, delivery dates, and so forth by accessing information on the firm's own:

A _____ is an online group of participants joined together by a common interest, and who participate in ongoing research.

In the observation method, researchers try to see or record what the subject does naturally.

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

Promotion-Introduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising, Publicity, and Sales Promotion

Pricing Objectives and Policies

Price Setting in the Business World

Ethical Marketing in a Consumer-Oriented World: Appraisal and Challe

Filters

Exam 7: Improving Decisions With Marketing Information

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

Regarding marketing managers and the development of market research:

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

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

Marketing research:

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

Which of the following observations about the use of a marketing information system (MIS) is FALSE?

Two similar groups of consumers are shown different magazines which include the same ad. Then each consumer is asked questions about the advertised product. This seems to be a description of

To avoid wasting time working on the wrong problem, marketing researchers can use a logical strategy planning framework to guide their efforts.

Which of the following is usually the most expensive way to collect data from consumers?

Educated guesses about the relationships between things or about what will happen in the future are:

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

Identify the correct sequence in the marketing research process.

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

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

Regarding a marketing information system (MIS):

Since marketers can't collect information from everyone, they collect information from a small number of people taken from the larger group they are analyzing-a sample. This technique is effective when:

An outside sales force can provide customers with up-to-date inventory levels, product prices, delivery dates, and so forth by accessing information on the firm's own:

A _____ is an online group of participants joined together by a common interest, and who participate in ongoing research.

In the observation method, researchers try to see or record what the subject does naturally.

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

Promotion-Introduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising, Publicity, and Sales Promotion

Pricing Objectives and Policies

Price Setting in the Business World

Ethical Marketing in a Consumer-Oriented World: Appraisal and Challe

Filters