Question 1

A market research online community combines qualitative and quantitative approaches in private online communities.

Accepted Answer

A) True 
 B)False

Question 2

A fast-food chain is redesigning its restaurants. One of the main questions facing the chain's management is, "Should the new restaurant design include a salad bar?" A researcher in the company finds an article in a restaurant trade magazine containing the results of a study about salad bars. The results indicate that salad bars are costly to maintain and are not a major attraction to consumers. Based on this information, management decides that it will not have a salad bar as part of the new restaurant design. This example illustrates the point that:

Accepted Answer

A)  Situation analysis sometimes eliminates the need for conducting further research in a problem area. 
B)  Situation analysis is very costly in terms of time and money. 
C)  Secondary data from sources outside the company is always better than secondary data from sources inside the company. 
D)  Secondary data from private sources is always better than secondary data from government sources. 
E)  Collecting primary data is always necessary in order to make good decisions. 
A)  Situation analysis sometimes eliminates the need for conducting further research in a problem area. 
B)  Situation analysis is very costly in terms of time and money. 
C)  Secondary data from sources outside the company is always better than secondary data from sources inside the company. 
D)  Secondary data from private sources is always better than secondary data from government sources. 
E)  Collecting primary data is always necessary in order to make good decisions.

Question 3

Quantitative research:

Accepted Answer

A)  Involves structured responses that can be summarized. 
B)  Is not a good method for measuring consumer attitudes and opinions. 
C)  Mainly uses small samples of respondents. 
D)  Is only possible by using a mail survey. 
E)  Relies on open-ended responses to survey questions instead of multiple-choice responses. 
A)  Involves structured responses that can be summarized. 
B)  Is not a good method for measuring consumer attitudes and opinions. 
C)  Mainly uses small samples of respondents. 
D)  Is only possible by using a mail survey. 
E)  Relies on open-ended responses to survey questions instead of multiple-choice responses.

Question 4

It is the job of the marketing manager to ask for the right information in the right form.

Accepted Answer

A) True 
 B)False

Question 5

A good situation analysis is usually inexpensive compared with more formal research efforts, such as a large scale survey.

Accepted Answer

A) True 
 B)False

Question 6

During a "situation analysis," a marketing researcher should:

Accepted Answer

A)  collect primary data. 
B)  talk with competitors facing similar problems. 
C)  begin to talk informally to as many customers as possible. 
D)  study what information is already available. 
E)  All of these are good choices. 
A)  collect primary data. 
B)  talk with competitors facing similar problems. 
C)  begin to talk informally to as many customers as possible. 
D)  study what information is already available. 
E)  All of these are good choices.

Question 7

____ are educated guesses about the relationships between things or about what will happen in the future.

Accepted Answer

A)  Data insights 
B)  Observations 
C)  Situation analyses 
D)  Hypotheses 
E)  Marketing models 
A)  Data insights 
B)  Observations 
C)  Situation analyses 
D)  Hypotheses 
E)  Marketing models

Question 8

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 9

Which of the following statements about a situation analysis is False?

Accepted Answer

A)  A situation analysis is mainly a study of new information that is not already available. 
B)  A situation analysis may involve informal discussions with knowledgeable people. 
C)  A situation analysis may help educate a researcher who is dealing with an unfamiliar subject. 
D)  A situation analysis should include finding relevant secondary data. 
E)  None of these statements about a situation analysis is False. 
A)  A situation analysis is mainly a study of new information that is not already available. 
B)  A situation analysis may involve informal discussions with knowledgeable people. 
C)  A situation analysis may help educate a researcher who is dealing with an unfamiliar subject. 
D)  A situation analysis should include finding relevant secondary data. 
E)  None of these statements about a situation analysis is False.

Question 10

If random selection is used to develop a sample, researchers can use statistical methods to help determine the likely accuracy of the sample value; this is done in terms of _____.

Accepted Answer

A)  empirical clusters 
B)  prediction intervals 
C)  regression coefficients 
D)  confidence intervals 
A)  empirical clusters 
B)  prediction intervals 
C)  regression coefficients 
D)  confidence intervals

Question 11

The observing method in marketing research:

Accepted Answer

A)  uses personal interviews. 
B)  may require customers to change their normal shopping behavior. 
C)  is used to gather data without consumers being influenced by the process. 
D)  is not suitable for obtaining primary data. 
E)  none of these alternatives is correct. 
A)  uses personal interviews. 
B)  may require customers to change their normal shopping behavior. 
C)  is used to gather data without consumers being influenced by the process. 
D)  is not suitable for obtaining primary data. 
E)  none of these alternatives is correct.

Question 12

Which of the following is a useful practice when making a marketing decision?

Accepted Answer

A)  Managers should never apply their own judgment when interpreting analytical findings. 
B)  Managers should avoid seeking input from a wide range of people. 
C)  Managers should selectively share only those results that support their own viewpoints. 
D)  Managers should actively listen to opinions that differ from their own. 
A)  Managers should never apply their own judgment when interpreting analytical findings. 
B)  Managers should avoid seeking input from a wide range of people. 
C)  Managers should selectively share only those results that support their own viewpoints. 
D)  Managers should actively listen to opinions that differ from their own.

Question 13

_____ are one widely used form of qualitative questioning in marketing research.

Accepted Answer

A)  Focus group interviews 
B)  Situation analyses 
C)  Telephone surveys 
D)  Direct observations of customers 
E)  Experimental research studies 
A)  Focus group interviews 
B)  Situation analyses 
C)  Telephone surveys 
D)  Direct observations of customers 
E)  Experimental research studies

Question 14

The scientific method

Accepted Answer

A)  rejects the idea that marketing managers can make "educated guesses" about marketing relationships. 
B)  shows that every marketing research project should have five steps. 
C)  is an orderly and objective approach to judging how good an idea really is. 
D)  recognizes that statistical analysis provides the only basis for rejecting an hypothesis. 
E)  None of these alternatives is true. 
A)  rejects the idea that marketing managers can make "educated guesses" about marketing relationships. 
B)  shows that every marketing research project should have five steps. 
C)  is an orderly and objective approach to judging how good an idea really is. 
D)  recognizes that statistical analysis provides the only basis for rejecting an hypothesis. 
E)  None of these alternatives is true.

Question 15

The most difficult and important step in the scientific approach to marketing research is:

Accepted Answer

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

Question 16

Decision support systems that include marketing models help managers by showing the relationships among marketing variables.

Accepted Answer

A) True 
 B)False

Question 17

_____ is an informal study of what information is already available in the problem area.

Accepted Answer

A)  Qualitative research 
B)  Situation analysis 
C)  A focus group interview 
D)  Quantitative research 
E)  A marketing model 
A)  Qualitative research 
B)  Situation analysis 
C)  A focus group interview 
D)  Quantitative research 
E)  A marketing model

Question 18

For marketers, the purpose of gathering primary data is usually:

Accepted Answer

A)  to learn what customers think or how they behave in certain situations. 
B)  to specify what information needs to be obtained and how. 
C)  to monitor what others are saying online about the company or its products. 
D)  to define the problem that needs to be solved. 
E)  to help develop a hypothesis. 
A)  to learn what customers think or how they behave in certain situations. 
B)  to specify what information needs to be obtained and how. 
C)  to monitor what others are saying online about the company or its products. 
D)  to define the problem that needs to be solved. 
E)  to help develop a hypothesis.

Question 19

During the situation analysis, marketing researchers may talk to informed people within the company, study internal records, search libraries for available information, or browse the Internet with a search engine.

Accepted Answer

A) True 
 B)False

Question 20

An intranet works like the Internet but access is limited to a company's employees.

Accepted Answer

A) True 
 B)False

A market research online community combines qualitative and quantitative approaches in private online communities.

Quantitative research:

It is the job of the marketing manager to ask for the right information in the right form.

A good situation analysis is usually inexpensive compared with more formal research efforts, such as a large scale survey.

During a "situation analysis," a marketing researcher should:

____ are educated guesses about the relationships between things or about what will happen in the future.

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.

Which of the following statements about a situation analysis is False?

If random selection is used to develop a sample, researchers can use statistical methods to help determine the likely accuracy of the sample value; this is done in terms of _____.

The observing method in marketing research:

Which of the following is a useful practice when making a marketing decision?

_____ are one widely used form of qualitative questioning in marketing research.

The scientific method

The most difficult and important step in the scientific approach to marketing research is:

Decision support systems that include marketing models help managers by showing the relationships among marketing variables.

_____ is an informal study of what information is already available in the problem area.

For marketers, the purpose of gathering primary data is usually:

During the situation analysis, marketing researchers may talk to informed people within the company, study internal records, search libraries for available information, or browse the Internet with a search engine.

An intranet works like the Internet but access is limited to a company's employees.

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

A market research online community combines qualitative and quantitative approaches in private online communities.

Quantitative research:

It is the job of the marketing manager to ask for the right information in the right form.

A good situation analysis is usually inexpensive compared with more formal research efforts, such as a large scale survey.

During a "situation analysis," a marketing researcher should:

____ are educated guesses about the relationships between things or about what will happen in the future.

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.

Which of the following statements about a situation analysis is False?

If random selection is used to develop a sample, researchers can use statistical methods to help determine the likely accuracy of the sample value; this is done in terms of _____.

The observing method in marketing research:

Which of the following is a useful practice when making a marketing decision?

_____ are one widely used form of qualitative questioning in marketing research.

The scientific method

The most difficult and important step in the scientific approach to marketing research is:

Decision support systems that include marketing models help managers by showing the relationships among marketing variables.

_____ is an informal study of what information is already available in the problem area.

For marketers, the purpose of gathering primary data is usually:

During the situation analysis, marketing researchers may talk to informed people within the company, study internal records, search libraries for available information, or browse the Internet with a search engine.

An intranet works like the Internet but access is limited to a company's employees.

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