Question 1

Which of the following is most consistent with the marketing research process discussed in the text?

Accepted Answer

A)  "We know that time is always short, so as soon as we define the problem we get on with our data collection." 
B)  "We pay a lot for marketing research experts, so our managers don't waste time trying to figure out how projects should be conducted." 
C)  "We always use mail surveys, so that we won't have to worry about nonresponse problems." 
D)  "Secondary data is often all we need to solve our problems." 
E)  None of the statements is a good answer. 
A)  "We know that time is always short, so as soon as we define the problem we get on with our data collection." 
B)  "We pay a lot for marketing research experts, so our managers don't waste time trying to figure out how projects should be conducted." 
C)  "We always use mail surveys, so that we won't have to worry about nonresponse problems." 
D)  "Secondary data is often all we need to solve our problems." 
E)  None of the statements is a good answer.

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

The total group a survey researcher is interested in is called the:

Accepted Answer

A)  population. 
B)  sample. 
C)  study group. 
D)  representative group. 
E)  None of these choices is a good answer. 
A)  population. 
B)  sample. 
C)  study group. 
D)  representative group. 
E)  None of these choices is a good answer.

Question 4

The marketing manager at Massimino and McCarthy, a chain of retail stores that sells men's clothing, is reviewing marketing research data to try to determine if changes in marketing strategy are needed. Which of the following sources of data would be a secondary data source?

Accepted Answer

A)  Looking through the company's marketing information system to see past sales trends 
B)  Reviewing videotapes of a recent focus group 
C)  Making phone calls to some of the best customers to learn their interest in a new line of clothing 
D)  Spending time in stores observing customers' behavior 
E)  Looking through the results of an online customer satisfaction survey 
A)  Looking through the company's marketing information system to see past sales trends 
B)  Reviewing videotapes of a recent focus group 
C)  Making phone calls to some of the best customers to learn their interest in a new line of clothing 
D)  Spending time in stores observing customers' behavior 
E)  Looking through the results of an online customer satisfaction survey

Question 5

The first step of the marketing research process-defining the problem-is the most important because:

Accepted Answer

A)  it comes first. 
B)  it involves qualitative research. 
C)  failure to correctly define the problem will cause all subsequent steps to be wasted effort. 
D)  many problems go away once they are clearly defined. 
E)  it's easy to confuse problems with symptoms at this stage. 
A)  it comes first. 
B)  it involves qualitative research. 
C)  failure to correctly define the problem will cause all subsequent steps to be wasted effort. 
D)  many problems go away once they are clearly defined. 
E)  it's easy to confuse problems with symptoms at this stage.

Question 6

Secondary data:

Accepted Answer

A)  may not be specific enough to answer the question under consideration. 
B)  should be considered before primary data is collected. 
C)  is often all that is needed to solve a problem. 
D)  is available both internally and outside the firm. 
E)  all of these alternatives are correct. 
A)  may not be specific enough to answer the question under consideration. 
B)  should be considered before primary data is collected. 
C)  is often all that is needed to solve a problem. 
D)  is available both internally and outside the firm. 
E)  all of these alternatives are correct.

Question 7

Which of the following statements about secondary data is correct?

Accepted Answer

A)  Secondary data is obtained only from sources outside of the firm. 
B)  Secondary data may be available much faster than primary data. 
C)  Results of "old" surveys are not secondary data. 
D)  Secondary data is usually more expensive to obtain than primary data. 
E)  None of these statements about secondary data is true. 
A)  Secondary data is obtained only from sources outside of the firm. 
B)  Secondary data may be available much faster than primary data. 
C)  Results of "old" surveys are not secondary data. 
D)  Secondary data is usually more expensive to obtain than primary data. 
E)  None of these statements about secondary data is true.

Question 8

When seeking problem-specific data through qualitative research, the researcher:

Accepted Answer

A)  attempts to get yes or no answers from subjects. 
B)  creates strict guidelines to direct responses to questions. 
C)  tries to prevent the subject from giving open-ended responses. 
D)  seeks for subjects to share their honest thoughts on a topic without interference. 
E)  desires to obtain broad generalities from subjects. 
A)  attempts to get yes or no answers from subjects. 
B)  creates strict guidelines to direct responses to questions. 
C)  tries to prevent the subject from giving open-ended responses. 
D)  seeks for subjects to share their honest thoughts on a topic without interference. 
E)  desires to obtain broad generalities from subjects.

Question 9

Which of the following is NOT true regarding international marketing research?

Accepted Answer

A)  A lack of information and knowledge about customers in foreign markets is a key cause of failures for exporting ventures. 
B)  Gathering accurate marketing research information in China can be a challenge. 
C)  Marketing research on overseas markets is often an important factor in international marketing success. 
D)  Because there are no multinational research or advertising agencies it is necessary to identify good local partners. 
E)  All of these alternatives are true. 
A)  A lack of information and knowledge about customers in foreign markets is a key cause of failures for exporting ventures. 
B)  Gathering accurate marketing research information in China can be a challenge. 
C)  Marketing research on overseas markets is often an important factor in international marketing success. 
D)  Because there are no multinational research or advertising agencies it is necessary to identify good local partners. 
E)  All of these alternatives are true.

Question 10

Whenever John shops for groceries, he gives an ID card to the clerk, who scans the number. Then the scanner records every purchase-including brands, sizes, prices, and any coupons used. John is most probably a

Accepted Answer

A)  licensed purchaser. 
B)  consumer panel member. 
C)  market researcher. 
D)  focus group leader. 
E)  opinion leader. 
A)  licensed purchaser. 
B)  consumer panel member. 
C)  market researcher. 
D)  focus group leader. 
E)  opinion leader.

Question 11

Big data involves data sets too large and complex to work with typical database management tools.

Accepted Answer

A) True 
 B)False

Question 12

A typical cost for a focus group interview of 6 to 10 participants is about:

Accepted Answer

A)  $1,000. 
B)  $2,000. 
C)  $3,000. 
D)  $4,000. 
E)  $5,000. 
A)  $1,000. 
B)  $2,000. 
C)  $3,000. 
D)  $4,000. 
E)  $5,000.

Question 13

When a marketing manager has phone conversations with key wholesalers of the firm's products to try to obtain information about why the firm's product sales are down, this is an example of a(n):

Accepted Answer

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

Question 14

A decision support system

Accepted Answer

A)  focuses only on numerical data. 
B)  makes it easy for a marketing manager to get and use information as s/he is making decisions. 
C)  organizes incoming information into a data warehouse. 
D)  is a place where databases are stored so that they are available when needed. 
E)  is a system for linking computers within a company. 
A)  focuses only on numerical data. 
B)  makes it easy for a marketing manager to get and use information as s/he is making decisions. 
C)  organizes incoming information into a data warehouse. 
D)  is a place where databases are stored so that they are available when needed. 
E)  is a system for linking computers within a company.

Question 15

Secondary data is often available-at little or no cost-from:

Accepted Answer

A)  both private and government sources. 
B)  the Internet. 
C)  trade associations. 
D)  company files. 
E)  All of these are good sources for secondary data. 
A)  both private and government sources. 
B)  the Internet. 
C)  trade associations. 
D)  company files. 
E)  All of these are good sources for secondary data.

Question 16

The _____ is a qualitative research method in which an interviewer asks very broad questions that encourage the interviewee to provide details.

Accepted Answer

A)  data warehouse 
B)  non-directive interview 
C)  response rate 
D)  consumer panel 
E)  situation analysis 
A)  data warehouse 
B)  non-directive interview 
C)  response rate 
D)  consumer panel 
E)  situation analysis

Question 17

A research proposal

Accepted Answer

A)  develops and analyzes new information about a market. 
B)  specifies what information will be obtained and how. 
C)  is an informal study of what information is already available in the problem area. 
D)  seeks in-depth, open-ended responses, not yes or no answers. 
E)  is typically in a database format that standard website search engines can find. 
A)  develops and analyzes new information about a market. 
B)  specifies what information will be obtained and how. 
C)  is an informal study of what information is already available in the problem area. 
D)  seeks in-depth, open-ended responses, not yes or no answers. 
E)  is typically in a database format that standard website search engines can find.

Question 18

With focus group interviews,

Accepted Answer

A)  consumers talk as a group for about 10 minutes, and then meet individually with an interviewer. 
B)  it is typical for the researcher to develop quantitative summaries of the results. 
C)  marketing managers can estimate the size of the market for a new product. 
D)  the objective is to get the group to interact, so that many ideas are generated. 
E)  researchers try to select a large sample so they can extend the results to the whole population. 
A)  consumers talk as a group for about 10 minutes, and then meet individually with an interviewer. 
B)  it is typical for the researcher to develop quantitative summaries of the results. 
C)  marketing managers can estimate the size of the market for a new product. 
D)  the objective is to get the group to interact, so that many ideas are generated. 
E)  researchers try to select a large sample so they can extend the results to the whole population.

Question 19

______ research accounts for about 40 percent of marketing research spending.

Accepted Answer

A)  Experimental method 
B)  Observation method 
C)  Syndicated 
D)  Cross-tabulation 
E)  Online survey 
A)  Experimental method 
B)  Observation method 
C)  Syndicated 
D)  Cross-tabulation 
E)  Online survey

Question 20

Which of the following statements about using the Internet to gather secondary information is FALSE?

Accepted Answer

A)  Internet searches often identify too many irrelevant sources. 
B)  Information on the Internet is readily available and very reliable. 
C)  Much of the information stored on the Internet is in database formats. 
D)  The key to the Internet is finding what's needed. 
E)  Powerful Internet search engines provide lists of links to websites that include words specified by the researcher. 
A)  Internet searches often identify too many irrelevant sources. 
B)  Information on the Internet is readily available and very reliable. 
C)  Much of the information stored on the Internet is in database formats. 
D)  The key to the Internet is finding what's needed. 
E)  Powerful Internet search engines provide lists of links to websites that include words specified by the researcher.

Which of the following is most consistent with the marketing research process discussed in the text?

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

The total group a survey researcher is interested in is called the:

The marketing manager at Massimino and McCarthy, a chain of retail stores that sells men's clothing, is reviewing marketing research data to try to determine if changes in marketing strategy are needed. Which of the following sources of data would be a secondary data source?

The first step of the marketing research process-defining the problem-is the most important because:

Secondary data:

Which of the following statements about secondary data is correct?

When seeking problem-specific data through qualitative research, the researcher:

Which of the following is NOT true regarding international marketing research?

Whenever John shops for groceries, he gives an ID card to the clerk, who scans the number. Then the scanner records every purchase-including brands, sizes, prices, and any coupons used. John is most probably a

Big data involves data sets too large and complex to work with typical database management tools.

A typical cost for a focus group interview of 6 to 10 participants is about:

When a marketing manager has phone conversations with key wholesalers of the firm's products to try to obtain information about why the firm's product sales are down, this is an example of a(n):

A decision support system

Secondary data is often available-at little or no cost-from:

The _____ is a qualitative research method in which an interviewer asks very broad questions that encourage the interviewee to provide details.

A research proposal

With focus group interviews,

______ research accounts for about 40 percent of marketing research spending.

Which of the following statements about using the Internet to gather secondary information is FALSE?

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 most consistent with the marketing research process discussed in the text?

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

The total group a survey researcher is interested in is called the:

The marketing manager at Massimino and McCarthy, a chain of retail stores that sells men's clothing, is reviewing marketing research data to try to determine if changes in marketing strategy are needed. Which of the following sources of data would be a secondary data source?

The first step of the marketing research process-defining the problem-is the most important because:

Secondary data:

Which of the following statements about secondary data is correct?

When seeking problem-specific data through qualitative research, the researcher:

Which of the following is NOT true regarding international marketing research?

Whenever John shops for groceries, he gives an ID card to the clerk, who scans the number. Then the scanner records every purchase-including brands, sizes, prices, and any coupons used. John is most probably a

Big data involves data sets too large and complex to work with typical database management tools.

A typical cost for a focus group interview of 6 to 10 participants is about:

When a marketing manager has phone conversations with key wholesalers of the firm's products to try to obtain information about why the firm's product sales are down, this is an example of a(n):

A decision support system

Secondary data is often available-at little or no cost-from:

The _____ is a qualitative research method in which an interviewer asks very broad questions that encourage the interviewee to provide details.

A research proposal

With focus group interviews,

______ research accounts for about 40 percent of marketing research spending.

Which of the following statements about using the Internet to gather secondary information is FALSE?

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