Question 1

Which of the following would be a source of primary data?

Accepted Answer

A)  U.S. Census Bureau reports. 
B)  Company records on sales, costs, and advertising. 
C)  Market tests. 
D)  A Google search. 
E)  None of these is a good choice. 
A)  U.S. Census Bureau reports. 
B)  Company records on sales, costs, and advertising. 
C)  Market tests. 
D)  A Google search. 
E)  None of these is a good choice.

Question 2

Focus groups are a way to gather primary data quickly, but at a relatively high cost.

Accepted Answer

A) True 
 B)False

Question 3

Only large firms have their own intranets.

Accepted Answer

A) True 
 B)False

Question 4

A complete marketing information system should:

Accepted Answer

A)  provide a good overall view on many types of problems. 
B)  organize incoming information into a data warehouse. 
C)  provide answers to specific questions. 
D)  continually gather data from internal and external sources, and from market research studies. 
E)  All of these alternatives are true. 
A)  provide a good overall view on many types of problems. 
B)  organize incoming information into a data warehouse. 
C)  provide answers to specific questions. 
D)  continually gather data from internal and external sources, and from market research studies. 
E)  All of these alternatives are true.

Question 5

A consumer panel is a group of consumers who provide information on a continuing basis.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following research methods cannot be employed in a market research online community?

Accepted Answer

A)  brainstorming sessions 
B)  focus groups 
C)  surveys 
D)  personal interviews 
E)  All of these methods can be used with a market research online community. 
A)  brainstorming sessions 
B)  focus groups 
C)  surveys 
D)  personal interviews 
E)  All of these methods can be used with a market research online community.

Question 7

Marketing information systems rely heavily on:

Accepted Answer

A)  information gathered by salespeople. 
B)  customer surveys. 
C)  teamwork between IT experts and marketing managers. 
D)  direct observation of customers. 
E)  marketing research departments. 
A)  information gathered by salespeople. 
B)  customer surveys. 
C)  teamwork between IT experts and marketing managers. 
D)  direct observation of customers. 
E)  marketing research departments.

Question 8

Which of the following statements about the cost and value of information is False?

Accepted Answer

A)  Dependable information can be expensive. 
B)  Managers rarely get all the information they would like to have. 
C)  Money may be wasted if a manager ignores the facts revealed in a marketing research study and bases his/her decisions on guesswork. 
D)  The cost of gathering additional information is always justified by its value. 
E)  All of these statements are False. 
A)  Dependable information can be expensive. 
B)  Managers rarely get all the information they would like to have. 
C)  Money may be wasted if a manager ignores the facts revealed in a marketing research study and bases his/her decisions on guesswork. 
D)  The cost of gathering additional information is always justified by its value. 
E)  All of these statements are False.

Question 9

In general, a marketing researcher should get some problem-specific data before planning a formal research project.

Accepted Answer

A) True 
 B)False

Question 10

Marketing research experiments

Accepted Answer

A)  may be difficult to set up in real world situations. 
B)  may involve a combination of observing and questioning. 
C)  may be disrupted by competitors' promotion efforts. 
D)  may be disrupted by competitors' pricing efforts. 
E)  All of these alternatives are true. 
A)  may be difficult to set up in real world situations. 
B)  may involve a combination of observing and questioning. 
C)  may be disrupted by competitors' promotion efforts. 
D)  may be disrupted by competitors' pricing efforts. 
E)  All of these alternatives are true.

Question 11

This frequently used approach for analyzing and interpreting marketing research data shows the relationship of answers to two different questions.

Accepted Answer

A)  Observation 
B)  Focus group interviews 
C)  Online response rates analysis 
D)  Experimental approach 
E)  Cross-tabulation 
A)  Observation 
B)  Focus group interviews 
C)  Online response rates analysis 
D)  Experimental approach 
E)  Cross-tabulation

Question 12

Nielsen's TV audience research and Arbitron's radio audience research illustrate that observing is a common research method in advertising.

Accepted Answer

A) True 
 B)False

Question 13

When focus group interviews are used in marketing,

Accepted Answer

A)  each person in the group answers the same questionnaire, to focus the discussion. 
B)  the typical group size is 15 to 20 typical consumers whether online or off-line. 
C)  it is primarily as a follow-up to more quantitative research. 
D)  the research conclusions will vary depending on who watches the interview whether online or off-line. 
E)  the consumer in the group who knows the most about the topic is asked to lead the discussion. 
A)  each person in the group answers the same questionnaire, to focus the discussion. 
B)  the typical group size is 15 to 20 typical consumers whether online or off-line. 
C)  it is primarily as a follow-up to more quantitative research. 
D)  the research conclusions will vary depending on who watches the interview whether online or off-line. 
E)  the consumer in the group who knows the most about the topic is asked to lead the discussion.

Question 14

Focus groups:

Accepted Answer

A)  Are usually composed of 15-25 people. 
B)  Yield results that are largely dependent on the viewpoint of the researcher. 
C)  Always do a good job of representing the broader target market. 
D)  Are expensive compared to other marketing research methods. 
E)  Are conducted in a formal group setting. 
A)  Are usually composed of 15-25 people. 
B)  Yield results that are largely dependent on the viewpoint of the researcher. 
C)  Always do a good job of representing the broader target market. 
D)  Are expensive compared to other marketing research methods. 
E)  Are conducted in a formal group setting.

Question 15

Which of the following statements about the marketing research process is NOT TRUE?

Accepted Answer

A)  Defining the problem is important because this decision will remain unchanged throughout the process. 
B)  The situation analysis step helps educate a researcher. 
C)  Researchers and marketing managers need to work together. 
D)  The situation analysis includes looking at secondary data. 
E)  Marketing managers often have to explain problems to researchers. 
A)  Defining the problem is important because this decision will remain unchanged throughout the process. 
B)  The situation analysis step helps educate a researcher. 
C)  Researchers and marketing managers need to work together. 
D)  The situation analysis includes looking at secondary data. 
E)  Marketing managers often have to explain problems to researchers.

Question 16

Juan Quito, marketing manager at Branded Food Co., reviewed his ______, the up-to-the-minute marketing data on his computer screen. It was organized in an easy-to-read format and customized to his area of responsibility.

Accepted Answer

A)  intranet 
B)  marketing dashboard 
C)  internal data sources 
D)  data warehouse 
E)  internal search engine 
A)  intranet 
B)  marketing dashboard 
C)  internal data sources 
D)  data warehouse 
E)  internal search engine

Question 17

A formal marketing research project usually involves gathering primary data.

Accepted Answer

A) True 
 B)False

Question 18

What is the first step in the marketing research process?

Accepted Answer

A)  Analyzing the situation 
B)  Interpreting the data 
C)  Defining the problem 
D)  Getting problem-specific data 
E)  Solving the problem 
A)  Analyzing the situation 
B)  Interpreting the data 
C)  Defining the problem 
D)  Getting problem-specific data 
E)  Solving the problem

Question 19

Telephone surveys are practical if the information needed is not too personal.

Accepted Answer

A) True 
 B)False

Question 20

Use of the scientific method in marketing research helps managers make the best decisions possible.

Accepted Answer

A) True 
 B)False

Which of the following would be a source of primary data?

Focus groups are a way to gather primary data quickly, but at a relatively high cost.

Only large firms have their own intranets.

A complete marketing information system should:

A consumer panel is a group of consumers who provide information on a continuing basis.

Which of the following research methods cannot be employed in a market research online community?

Marketing information systems rely heavily on:

Which of the following statements about the cost and value of information is False?

In general, a marketing researcher should get some problem-specific data before planning a formal research project.

Marketing research experiments

This frequently used approach for analyzing and interpreting marketing research data shows the relationship of answers to two different questions.

Nielsen's TV audience research and Arbitron's radio audience research illustrate that observing is a common research method in advertising.

When focus group interviews are used in marketing,

Focus groups:

Which of the following statements about the marketing research process is NOT TRUE?

Juan Quito, marketing manager at Branded Food Co., reviewed his ______, the up-to-the-minute marketing data on his computer screen. It was organized in an easy-to-read format and customized to his area of responsibility.

A formal marketing research project usually involves gathering primary data.

What is the first step in the marketing research process?

Telephone surveys are practical if the information needed is not too personal.

Use of the scientific method in marketing research helps managers make the best decisions possible.

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 would be a source of primary data?

Focus groups are a way to gather primary data quickly, but at a relatively high cost.

Only large firms have their own intranets.

A complete marketing information system should:

A consumer panel is a group of consumers who provide information on a continuing basis.

Which of the following research methods cannot be employed in a market research online community?

Marketing information systems rely heavily on:

Which of the following statements about the cost and value of information is False?

In general, a marketing researcher should get some problem-specific data before planning a formal research project.

Marketing research experiments

This frequently used approach for analyzing and interpreting marketing research data shows the relationship of answers to two different questions.

Nielsen's TV audience research and Arbitron's radio audience research illustrate that observing is a common research method in advertising.

When focus group interviews are used in marketing,

Focus groups:

Which of the following statements about the marketing research process is NOT TRUE?

Juan Quito, marketing manager at Branded Food Co., reviewed his ______, the up-to-the-minute marketing data on his computer screen. It was organized in an easy-to-read format and customized to his area of responsibility.

A formal marketing research project usually involves gathering primary data.

What is the first step in the marketing research process?

Telephone surveys are practical if the information needed is not too personal.

Use of the scientific method in marketing research helps managers make the best decisions possible.

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