Question 1

About what percentage of marketing research spending is for syndicated research data?

Accepted Answer

A)  20 percent 
B)  30 percent 
C)  40 percent 
D)  50 percent 
E)  60 percent 
A)  20 percent 
B)  30 percent 
C)  40 percent 
D)  50 percent 
E)  60 percent

Question 2

Which of the following statements accurately describes the collaboration between marketing managers and market researchers?

Accepted Answer

A)  Marketers explain real marketing problems and request information from researchers; Researchers conduct tests that provide information to marketers. 
B)  Marketers conduct tests; Researchers turn data into useful information. 
C)  Marketers submit bids; Researchers evaluate bids. 
D)  Marketers gather data from secondary sources; Researchers input data into data warehouses for computer processing. 
E)  Marketers conduct tests; Researchers identify marketing problems. 
A)  Marketers explain real marketing problems and request information from researchers; Researchers conduct tests that provide information to marketers. 
B)  Marketers conduct tests; Researchers turn data into useful information. 
C)  Marketers submit bids; Researchers evaluate bids. 
D)  Marketers gather data from secondary sources; Researchers input data into data warehouses for computer processing. 
E)  Marketers conduct tests; Researchers identify marketing problems.

Question 3

The scientific method is a research process which consists of five stages: observation, developing hypotheses, predicting the future, collecting data, and using statistical methods of analysis.

Accepted Answer

A) True 
 B)False

Question 4

A marketing model is a

Accepted Answer

A)  procedure that develops and analyzes new information about a market. 
B)  detailed breakdown of a company's sales records. 
C)  plan that specifies what information will be obtained and how. 
D)  statement of relationships among marketing variables. 
E)  software that organizes incoming information into a data warehouse. 
A)  procedure that develops and analyzes new information about a market. 
B)  detailed breakdown of a company's sales records. 
C)  plan that specifies what information will be obtained and how. 
D)  statement of relationships among marketing variables. 
E)  software that organizes incoming information into a data warehouse.

Question 5

Marketing research:

Accepted Answer

A)  usually requires complex statistical techniques, so marketing managers should leave planning of the research to the research specialists. 
B)  is likely to be more effective when guided by the strategy planning framework. 
C)  should gather as much information as possible. 
D)  begins by analyzing the situation. 
E)  All of these alternatives about marketing research are correct. 
A)  usually requires complex statistical techniques, so marketing managers should leave planning of the research to the research specialists. 
B)  is likely to be more effective when guided by the strategy planning framework. 
C)  should gather as much information as possible. 
D)  begins by analyzing the situation. 
E)  All of these alternatives about marketing research are correct.

Question 6

When a Walmart clerk processes a customer's purchases by scanning the bar codes of their items, this is an example of what type of research?

Accepted Answer

A)  Observation 
B)  Experiment 
C)  Phone 
D)  Mail 
E)  Secondary 
A)  Observation 
B)  Experiment 
C)  Phone 
D)  Mail 
E)  Secondary

Question 7

A marketing manager wants to know why her sales are down. She talks with several sales reps and finds that a competitor has introduced a successful new product. This "research" seems to be part of

Accepted Answer

A)  the situation analysis. 
B)  the problem solution stage. 
C)  obtaining problem-specific data. 
D)  the data interpretation stage. 
E)  the problem definition stage of the research process. 
A)  the situation analysis. 
B)  the problem solution stage. 
C)  obtaining problem-specific data. 
D)  the data interpretation stage. 
E)  the problem definition stage of the research process.

Question 8

Statistical packages are:

Accepted Answer

A)  easy-to-use computer programs that analyze data. 
B)  syndicated research services that do quantitative research. 
C)  procedures used to be sure that a sample is representative. 
D)  product packages that make it possible to collect data at checkout counters. 
E)  None of these alternatives is a good answer. 
A)  easy-to-use computer programs that analyze data. 
B)  syndicated research services that do quantitative research. 
C)  procedures used to be sure that a sample is representative. 
D)  product packages that make it possible to collect data at checkout counters. 
E)  None of these alternatives is a good answer.

Question 9

A data warehouse is filled with file cabinets and binders where past market research is stored.

Accepted Answer

A) True 
 B)False

Question 10

A marketing model displays up-to-the-minute marketing data in an easy to read format.

Accepted Answer

A) True 
 B)False

Question 11

Observing-as a method of collecting data-should focus on a well-defined problem.

Accepted Answer

A) True 
 B)False

Question 12

A company that sells equipment through independent wholesalers wants to find out why sales are down in one region. An analyst is asked to interview the wholesaler in that region. This seems to be

Accepted Answer

A)  part of a situation analysis. 
B)  the beginning of a focus group interview. 
C)  gathering information that will be analyzed by a statistical package. 
D)  a bad practice, since the problem has not been defined yet. 
E)  None of these choices is correct. 
A)  part of a situation analysis. 
B)  the beginning of a focus group interview. 
C)  gathering information that will be analyzed by a statistical package. 
D)  a bad practice, since the problem has not been defined yet. 
E)  None of these choices is correct.

Question 13

Which of the following would NOT be a source of primary data?

Accepted Answer

A)  The Wall Street Journal 
B)  Market tests 
C)  Focus groups 
D)  Observation studies 
E)  Surveys 
A)  The Wall Street Journal 
B)  Market tests 
C)  Focus groups 
D)  Observation studies 
E)  Surveys

Question 14

Marketing manager Ricki Stephens reviewed her marketing information system to learn who was buying her company's products and at what stores they were buying. She found this internal and external data in her company's:

Accepted Answer

A)  data warehouse. 
B)  big data set. 
C)  market research network. 
D)  annual report. 
E)  focus group. 
A)  data warehouse. 
B)  big data set. 
C)  market research network. 
D)  annual report. 
E)  focus group.

Question 15

The Cereal Bar, a fast-food restaurant that sells breakfast cereal, wanted to see if a different price for its Wild O's breakfast special would affect demand. So the marketing manager used ________ when she tested two different prices at two different stores and compared sales.

Accepted Answer

A)  idea testing 
B)  segmentation research 
C)  experimental method 
D)  test-marketing 
E)  focus groups 
A)  idea testing 
B)  segmentation research 
C)  experimental method 
D)  test-marketing 
E)  focus groups

Question 16

A statistical package is likely to be used with quantitative research, but not with qualitative research.

Accepted Answer

A) True 
 B)False

Question 17

The _____ is a decision-making approach that focuses on being objective and orderly in testing ideas before accepting them.

Accepted Answer

A)  decision support system 
B)  situation analysis 
C)  idea generation process 
D)  marketing information system 
E)  scientific method 
A)  decision support system 
B)  situation analysis 
C)  idea generation process 
D)  marketing information system 
E)  scientific method

Question 18

Data that has been collected or published already is:

Accepted Answer

A)  primary data. 
B)  free. 
C)  franchised data. 
D)  secondary data. 
E)  none of these are good choices. 
A)  primary data. 
B)  free. 
C)  franchised data. 
D)  secondary data. 
E)  none of these are good choices.

Question 19

Online focus groups can offset some of the limitations of traditional focus groups because one aggressive member is less likely to dominate the group.

Accepted Answer

A) True 
 B)False

Question 20

All marketing research projects are worthwhile because they gather new information-even if the research doesn't have action implications.

Accepted Answer

A) True 
 B)False

About what percentage of marketing research spending is for syndicated research data?

Which of the following statements accurately describes the collaboration between marketing managers and market researchers?

The scientific method is a research process which consists of five stages: observation, developing hypotheses, predicting the future, collecting data, and using statistical methods of analysis.

A marketing model is a

Marketing research:

When a Walmart clerk processes a customer's purchases by scanning the bar codes of their items, this is an example of what type of research?

A marketing manager wants to know why her sales are down. She talks with several sales reps and finds that a competitor has introduced a successful new product. This "research" seems to be part of

Statistical packages are:

A data warehouse is filled with file cabinets and binders where past market research is stored.

A marketing model displays up-to-the-minute marketing data in an easy to read format.

Observing-as a method of collecting data-should focus on a well-defined problem.

A company that sells equipment through independent wholesalers wants to find out why sales are down in one region. An analyst is asked to interview the wholesaler in that region. This seems to be

Which of the following would NOT be a source of primary data?

Marketing manager Ricki Stephens reviewed her marketing information system to learn who was buying her company's products and at what stores they were buying. She found this internal and external data in her company's:

The Cereal Bar, a fast-food restaurant that sells breakfast cereal, wanted to see if a different price for its Wild O's breakfast special would affect demand. So the marketing manager used ________ when she tested two different prices at two different stores and compared sales.

A statistical package is likely to be used with quantitative research, but not with qualitative research.

The _____ is a decision-making approach that focuses on being objective and orderly in testing ideas before accepting them.

Data that has been collected or published already is:

Online focus groups can offset some of the limitations of traditional focus groups because one aggressive member is less likely to dominate the group.

All marketing research projects are worthwhile because they gather new information-even if the research doesn't have action implications.

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

About what percentage of marketing research spending is for syndicated research data?

Which of the following statements accurately describes the collaboration between marketing managers and market researchers?

The scientific method is a research process which consists of five stages: observation, developing hypotheses, predicting the future, collecting data, and using statistical methods of analysis.

A marketing model is a

Marketing research:

When a Walmart clerk processes a customer's purchases by scanning the bar codes of their items, this is an example of what type of research?

A marketing manager wants to know why her sales are down. She talks with several sales reps and finds that a competitor has introduced a successful new product. This "research" seems to be part of

Statistical packages are:

A data warehouse is filled with file cabinets and binders where past market research is stored.

A marketing model displays up-to-the-minute marketing data in an easy to read format.

Observing-as a method of collecting data-should focus on a well-defined problem.

A company that sells equipment through independent wholesalers wants to find out why sales are down in one region. An analyst is asked to interview the wholesaler in that region. This seems to be

Which of the following would NOT be a source of primary data?

Marketing manager Ricki Stephens reviewed her marketing information system to learn who was buying her company's products and at what stores they were buying. She found this internal and external data in her company's:

The Cereal Bar, a fast-food restaurant that sells breakfast cereal, wanted to see if a different price for its Wild O's breakfast special would affect demand. So the marketing manager used ________ when she tested two different prices at two different stores and compared sales.

A statistical package is likely to be used with quantitative research, but not with qualitative research.

The _____ is a decision-making approach that focuses on being objective and orderly in testing ideas before accepting them.

Data that has been collected or published already is:

Online focus groups can offset some of the limitations of traditional focus groups because one aggressive member is less likely to dominate the group.

All marketing research projects are worthwhile because they gather new information-even if the research doesn't have action implications.

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