Question 1

The Internet is an excellent source for primary data, but not secondary data.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following is NOT likely to be included in a research proposal?

Accepted Answer

A)  How long the research will take. 
B)  Preliminary recommendations on how to solve the problem. 
C)  Information about what the research will cost. 
D)  A description of what data will be collected. 
E)  A description of how data will be collected. 
A)  How long the research will take. 
B)  Preliminary recommendations on how to solve the problem. 
C)  Information about what the research will cost. 
D)  A description of what data will be collected. 
E)  A description of how data will be collected.

Question 3

When a firm is doing similar research projects in different international markets, it makes sense for the marketing manager to coordinate the efforts so that comparisons across markets are possible.

Accepted Answer

A) True 
 B)False

Question 4

A situation analysis

Accepted Answer

A)  can never eliminate the need for further research. 
B)  is used primarily in the problem solving step. 
C)  is expensive compared with more formal research efforts. 
D)  can be very informative, but takes little time. 
E)  must be quantitative to be useful. 
A)  can never eliminate the need for further research. 
B)  is used primarily in the problem solving step. 
C)  is expensive compared with more formal research efforts. 
D)  can be very informative, but takes little time. 
E)  must be quantitative to be useful.

Question 5

The purpose of the five-step marketing research process is to:

Accepted Answer

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

Question 6

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 of these alternatives are good answers. 
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 of these alternatives are good answers.

Question 7

The part of the relevant population that is surveyed by a researcher is called the:

Accepted Answer

A)  representative group. 
B)  focal group. 
C)  target population. 
D)  sample. 
E)  research group. 
A)  representative group. 
B)  focal group. 
C)  target population. 
D)  sample. 
E)  research group.

Question 8

One weakness of telephone interviews is that they do not allow an interviewer to probe and really learn what the respondent is thinking.

Accepted Answer

A) True 
 B)False

Question 9

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

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 of these statements are True. 
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 of these statements are True.

Question 10

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 11

Which of the following is secondary data that is easily accessible to marketers and generated inside their own firms?

Accepted Answer

A)  Focus group surveys 
B)  Library research 
C)  Marketing information system 
D)  U.S. government-published data 
E)  Internet research 
A)  Focus group surveys 
B)  Library research 
C)  Marketing information system 
D)  U.S. government-published data 
E)  Internet research

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

When a marketing manager searches the Internet to find information about a research problem, this is an example of a(n):

Accepted Answer

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

Question 14

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 15

Secondary data

Accepted Answer

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

Question 16

Which of the following statements is NOT accurate concerning the five-step approach?

Accepted Answer

A)  Step 1 defines the problem. 
B)  Step 2 is early identification of solution. 
C)  Step 3 gathers problem-specific data. 
D)  Step 4 interprets data. 
E)  All of these are correct. 
A)  Step 1 defines the problem. 
B)  Step 2 is early identification of solution. 
C)  Step 3 gathers problem-specific data. 
D)  Step 4 interprets data. 
E)  All of these are correct.

Question 17

A firm intends to use an online survey questionnaire in a marketing research project. Compared to a mail survey:

Accepted Answer

A)  feedback will likely be faster online. 
B)  the response rate will likely be lower online. 
C)  respondents will likely be younger and better educated online. 
D)  costs will likely be less online. 
E)  all of these alternatives are correct. 
A)  feedback will likely be faster online. 
B)  the response rate will likely be lower online. 
C)  respondents will likely be younger and better educated online. 
D)  costs will likely be less online. 
E)  all of these alternatives are correct.

Question 18

A ______________ is an organized way of continually gathering and analyzing data to get information to help marketing managers make ongoing decisions.

Accepted Answer

A)  marketing information system 
B)  marketing model 
C)  marketing research project 
D)  marketing research department 
E)  marketing logistics system 
A)  marketing information system 
B)  marketing model 
C)  marketing research project 
D)  marketing research department 
E)  marketing logistics system

Question 19

Qualitative research seeks structured responses that can be summarized in numbers, like percentages, averages, or other statistics.

Accepted Answer

A) True 
 B)False

Question 20

In the context of marketing research, the most common ethical issues concern:

Accepted Answer

A)  distrusting data and analytics due to differences in judgment. 
B)  blowing minor findings out of proportion. 
C)  making decisions to withhold certain information about the research. 
D)  sharing the results of marketing research with everyone. 
A)  distrusting data and analytics due to differences in judgment. 
B)  blowing minor findings out of proportion. 
C)  making decisions to withhold certain information about the research. 
D)  sharing the results of marketing research with everyone.

The Internet is an excellent source for primary data, but not secondary data.

Which of the following is NOT likely to be included in a research proposal?

When a firm is doing similar research projects in different international markets, it makes sense for the marketing manager to coordinate the efforts so that comparisons across markets are possible.

A situation analysis

The purpose of the five-step marketing research process is to:

The response rate to a survey affects

The part of the relevant population that is surveyed by a researcher is called the:

One weakness of telephone interviews is that they do not allow an interviewer to probe and really learn what the respondent is thinking.

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

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

Which of the following is secondary data that is easily accessible to marketers and generated inside their own firms?

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

When a marketing manager searches the Internet to find information about a research problem, this is an example of a(n):

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

Secondary data

Which of the following statements is NOT accurate concerning the five-step approach?

A firm intends to use an online survey questionnaire in a marketing research project. Compared to a mail survey:

A ______________ is an organized way of continually gathering and analyzing data to get information to help marketing managers make ongoing decisions.

Qualitative research seeks structured responses that can be summarized in numbers, like percentages, averages, or other statistics.

In the context of marketing research, the most common ethical issues concern:

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

The Internet is an excellent source for primary data, but not secondary data.

Which of the following is NOT likely to be included in a research proposal?

When a firm is doing similar research projects in different international markets, it makes sense for the marketing manager to coordinate the efforts so that comparisons across markets are possible.

A situation analysis

The purpose of the five-step marketing research process is to:

The response rate to a survey affects

The part of the relevant population that is surveyed by a researcher is called the:

One weakness of telephone interviews is that they do not allow an interviewer to probe and really learn what the respondent is thinking.

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

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

Which of the following is secondary data that is easily accessible to marketers and generated inside their own firms?

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

When a marketing manager searches the Internet to find information about a research problem, this is an example of a(n):

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

Secondary data

Which of the following statements is NOT accurate concerning the five-step approach?

A firm intends to use an online survey questionnaire in a marketing research project. Compared to a mail survey:

A ______________ is an organized way of continually gathering and analyzing data to get information to help marketing managers make ongoing decisions.

Qualitative research seeks structured responses that can be summarized in numbers, like percentages, averages, or other statistics.

In the context of marketing research, the most common ethical issues concern:

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