Question 1

Data that has already been collected or published is:

Accepted Answer

A)  useful data. 
B)  secondary data. 
C)  primary data. 
D)  free data. 
E)  rarely-if ever-useful for marketing decision making. 
A)  useful data. 
B)  secondary data. 
C)  primary data. 
D)  free data. 
E)  rarely-if ever-useful for marketing decision making.

Question 2

Test-marketing is an example of a(n):

Accepted Answer

A)  mail survey. 
B)  focus group. 
C)  situation analysis. 
D)  telephone survey. 
E)  experiment. 
A)  mail survey. 
B)  focus group. 
C)  situation analysis. 
D)  telephone survey. 
E)  experiment.

Question 3

A decision support system (DSS) is a computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions.

Accepted Answer

A) True 
 B)False

Question 4

When conducting market research in overseas markets, which of the following is true about the local (international) researchers?

Accepted Answer

A)  They are unsuitable in instances when a firm is small and entering overseas markets for the first time. 
B)  They do not base their research on the customs, language, or circumstances of the customers they study. 
C)  They are less likely to make mistakes based on a misunderstanding of customs. 
D)  They often provide leads to help identify the best research suppliers. 
E)  All of these responses are true. 
A)  They are unsuitable in instances when a firm is small and entering overseas markets for the first time. 
B)  They do not base their research on the customs, language, or circumstances of the customers they study. 
C)  They are less likely to make mistakes based on a misunderstanding of customs. 
D)  They often provide leads to help identify the best research suppliers. 
E)  All of these responses are true.

Question 5

The scientific method

Accepted Answer

A)  rejects the idea that marketing managers can make "educated guesses" about marketing relationships. 
B)  is an orderly way of presenting your point of view. 
C)  assumes that statistical analysis provides the only basis for rejecting an hypothesis. 
D)  is a hit-or-miss approach. 
E)  None of these alternatives is correct. 
A)  rejects the idea that marketing managers can make "educated guesses" about marketing relationships. 
B)  is an orderly way of presenting your point of view. 
C)  assumes that statistical analysis provides the only basis for rejecting an hypothesis. 
D)  is a hit-or-miss approach. 
E)  None of these alternatives is correct.

Question 6

Qualitative research seeks clear yes or no answers.

Accepted Answer

A) True 
 B)False

Question 7

When using __________, researchers compare the responses of two or more groups that are similar except on the characteristic being tested.

Accepted Answer

A)  response rates 
B)  consumer panels 
C)  experimental method 
D)  personal interview surveys 
E)  opinion leader analysis 
A)  response rates 
B)  consumer panels 
C)  experimental method 
D)  personal interview surveys 
E)  opinion leader analysis

Question 8

Market research online communities are one-time events.

Accepted Answer

A) True 
 B)False

Question 9

A marketing information system (MIS) is an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is likely to be part of a situation analysis?

Accepted Answer

A)  A marketing analyst looks up data in Advertising Age magazine about expenditures in the firm's market 
B)  A marketing researcher asks a trade association for one of its reports 
C)  A marketing manager searches data.gov 
D)  All of these are good choices 
A)  A marketing analyst looks up data in Advertising Age magazine about expenditures in the firm's market 
B)  A marketing researcher asks a trade association for one of its reports 
C)  A marketing manager searches data.gov 
D)  All of these are good choices

Question 11

By computing confidence intervals a researcher can:

Accepted Answer

A)  have just as much confidence in an estimate from a small sample. 
B)  offset some of the problems of having a nonrepresentative sample. 
C)  estimate how precise her research results are likely to be. 
D)  None of these alternatives is a good answer. 
A)  have just as much confidence in an estimate from a small sample. 
B)  offset some of the problems of having a nonrepresentative sample. 
C)  estimate how precise her research results are likely to be. 
D)  None of these alternatives is a good answer.

Question 12

The scientific method in marketing research

Accepted Answer

A)  forces an orderly research process. 
B)  is an informal approach to define problems. 
C)  is not a valid decision-making approach. 
D)  is based on hunches rather than evidence. 
E)  makes guesses about what will happen in the future. 
A)  forces an orderly research process. 
B)  is an informal approach to define problems. 
C)  is not a valid decision-making approach. 
D)  is based on hunches rather than evidence. 
E)  makes guesses about what will happen in the future.

Question 13

Statistical packages are easy-to-use computer programs that analyze data.

Accepted Answer

A) True 
 B)False

Question 14

A marketing manager can use a DSS to conduct sales and perform analyses that show a more detailed breakdown of what's happening.

Accepted Answer

A) True 
 B)False

Question 15

In quantitative research, it is common for researchers to ask questions and offer a variety of fixed answers from which to choose-such as multiple-choice questions. This approach is advantageous for all the following reasons except:

Accepted Answer

A)  responses can be summarized in percentages, averages, or other statistics. 
B)  it simplifies analysis of the replies. 
C)  it is more convenient for computer analysis. 
D)  respondents may reply faster and easier. 
E)  it limits the broad range of possible answers to ones envisioned by the researchers. 
A)  responses can be summarized in percentages, averages, or other statistics. 
B)  it simplifies analysis of the replies. 
C)  it is more convenient for computer analysis. 
D)  respondents may reply faster and easier. 
E)  it limits the broad range of possible answers to ones envisioned by the researchers.

Question 16

In the context of interpreting data, identify the most accurate statement.

Accepted Answer

A)  The confidence interval refers to the range located on the left side of an estimate. 
B)  The confidence interval is likely to contain the true value for the whole population. 
C)  The confidence interval is always very narrow. 
D)  The smaller the sample, the greater the accuracy of estimates from a random sample. 
E)  With a larger sample, a few unusual responses are more likely to make a big difference. 
A)  The confidence interval refers to the range located on the left side of an estimate. 
B)  The confidence interval is likely to contain the true value for the whole population. 
C)  The confidence interval is always very narrow. 
D)  The smaller the sample, the greater the accuracy of estimates from a random sample. 
E)  With a larger sample, a few unusual responses are more likely to make a big difference.

Question 17

Response rate is the percentage of people contacted who complete a given questionnaire.

Accepted Answer

A) True 
 B)False

Question 18

In the experimental method, researchers compare the responses of two or more groups that are similar even on the characteristic being tested.

Accepted Answer

A) True 
 B)False

Question 19

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 20

A marketing researcher wants to get sensitive information about family spending patterns as part of a survey. He is most likely to get the needed information

Accepted Answer

A)  with a mail, e-mail, or online survey. 
B)  with a focus group. 
C)  with personal interviews. 
D)  with telephone interviews. 
E)  Any of these choices is about equally effective for getting sensitive information. 
A)  with a mail, e-mail, or online survey. 
B)  with a focus group. 
C)  with personal interviews. 
D)  with telephone interviews. 
E)  Any of these choices is about equally effective for getting sensitive information.

Data that has already been collected or published is:

Test-marketing is an example of a(n):

A decision support system (DSS) is a computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions.

When conducting market research in overseas markets, which of the following is true about the local (international) researchers?

The scientific method

Qualitative research seeks clear yes or no answers.

When using __________, researchers compare the responses of two or more groups that are similar except on the characteristic being tested.

Market research online communities are one-time events.

A marketing information system (MIS) is an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions.

Which of the following is likely to be part of a situation analysis?

By computing confidence intervals a researcher can:

The scientific method in marketing research

Statistical packages are easy-to-use computer programs that analyze data.

A marketing manager can use a DSS to conduct sales and perform analyses that show a more detailed breakdown of what's happening.

In quantitative research, it is common for researchers to ask questions and offer a variety of fixed answers from which to choose-such as multiple-choice questions. This approach is advantageous for all the following reasons except:

In the context of interpreting data, identify the most accurate statement.

Response rate is the percentage of people contacted who complete a given questionnaire.

In the experimental method, researchers compare the responses of two or more groups that are similar even on the characteristic being tested.

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

A marketing researcher wants to get sensitive information about family spending patterns as part of a survey. He is most likely to get the needed information

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

Data that has already been collected or published is:

Test-marketing is an example of a(n):

A decision support system (DSS) is a computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions.

When conducting market research in overseas markets, which of the following is true about the local (international) researchers?

The scientific method

Qualitative research seeks clear yes or no answers.

When using __________, researchers compare the responses of two or more groups that are similar except on the characteristic being tested.

Market research online communities are one-time events.

A marketing information system (MIS) is an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions.

Which of the following is likely to be part of a situation analysis?

By computing confidence intervals a researcher can:

The scientific method in marketing research

Statistical packages are easy-to-use computer programs that analyze data.

A marketing manager can use a DSS to conduct sales and perform analyses that show a more detailed breakdown of what's happening.

In quantitative research, it is common for researchers to ask questions and offer a variety of fixed answers from which to choose-such as multiple-choice questions. This approach is advantageous for all the following reasons except:

In the context of interpreting data, identify the most accurate statement.

Response rate is the percentage of people contacted who complete a given questionnaire.

In the experimental method, researchers compare the responses of two or more groups that are similar even on the characteristic being tested.

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

A marketing researcher wants to get sensitive information about family spending patterns as part of a survey. He is most likely to get the needed information

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