Question 1

Which of the following statements about doing a situation analysis is correct?

Accepted Answer

A)  There is very little government data on business and commercial markets. 
B)  Doing a good situation analysis is usually much less expensive than collecting primary data. 
C)  There is little value to having a marketing researcher involved because a good marketing manager is able to do what is required. 
D)  Doing a good situation analysis usually takes much longer than gathering primary data. 
E)  None of these statements about doing a situation analysis is true. 
A)  There is very little government data on business and commercial markets. 
B)  Doing a good situation analysis is usually much less expensive than collecting primary data. 
C)  There is little value to having a marketing researcher involved because a good marketing manager is able to do what is required. 
D)  Doing a good situation analysis usually takes much longer than gathering primary data. 
E)  None of these statements about doing a situation analysis is true.

Question 2

_________ concerns the extent to which data measures what it is intended to measure.

Accepted Answer

A)  Conformance 
B)  Reliability 
C)  Depth 
D)  Validity 
E)  Penetration 
A)  Conformance 
B)  Reliability 
C)  Depth 
D)  Validity 
E)  Penetration

Question 3

Which of the following is a disadvantage of quantitative research (compared to qualitative research)?

Accepted Answer

A)  It is harder to get in-depth answers. 
B)  The conclusions are likely to vary more from analyst to analyst. 
C)  The results are harder to summarize. 
D)  It is not as fast for respondents. 
E)  None of these is a disadvantage of quantitative research. 
A)  It is harder to get in-depth answers. 
B)  The conclusions are likely to vary more from analyst to analyst. 
C)  The results are harder to summarize. 
D)  It is not as fast for respondents. 
E)  None of these is a disadvantage of quantitative research.

Question 4

Qualitative research, compared to quantitative research:

Accepted Answer

A)  Asks closed-ended questions. 
B)  Asks yes or no type questions. 
C)  Provides more representative samples of consumers. 
D)  Relies on open-ended questioning. 
E)  Uses statistics to analyze data. 
A)  Asks closed-ended questions. 
B)  Asks yes or no type questions. 
C)  Provides more representative samples of consumers. 
D)  Relies on open-ended questioning. 
E)  Uses statistics to analyze data.

Question 5

Defining the problem is always the easiest step in the marketing research process.

Accepted Answer

A) True 
 B)False

Question 6

Much of the secondary data on the Internet is stored in database formats that standard website search engines cannot find.

Accepted Answer

A) True 
 B)False

Question 7

A marketing information system (MIS) includes all of the following except:

Accepted Answer

A)  Data warehouses. 
B)  Decision support systems. 
C)  Internet support systems. 
D)  Marketing models. 
E)  Information technology specialists. 
A)  Data warehouses. 
B)  Decision support systems. 
C)  Internet support systems. 
D)  Marketing models. 
E)  Information technology specialists.

Question 8

Searching the Internet, reviewing secondary data, and monitoring "chatter" on the web are inexpensive and informal ways for marketers to:

Accepted Answer

A)  use a decision support system. 
B)  perform a situation analysis. 
C)  perform a focus group interview. 
D)  join a market research online community (MRO
C) . 
E)  interpret data. 
A)  use a decision support system. 
B)  perform a situation analysis. 
C)  perform a focus group interview. 
D)  join a market research online community (MRO
C) . 
E)  interpret data.

Question 9

Specialized search engines like Blogdex and Google Groups can locate websites that allow marketing managers to listen in or ask questions as customers chat about companies and brands.

Accepted Answer

A) True 
 B)False

Question 10

Regarding the marketing research process, defining the problem

Accepted Answer

A)  is often confused with identifying the symptoms of the problem. 
B)  can be guided by the marketing strategy planning framework. 
C)  precisely may have to wait until after a situation analysis has been completed. 
D)  All of these alternatives are true. 
A)  is often confused with identifying the symptoms of the problem. 
B)  can be guided by the marketing strategy planning framework. 
C)  precisely may have to wait until after a situation analysis has been completed. 
D)  All of these alternatives are true.

Question 11

Even though marketing managers might like more information, they must balance the high cost of good research against its probable value to management.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is most consistent with the scientific method approach to marketing research discussed in the text?

Accepted Answer

A)  "We continually survey our customers because the results give us good ideas for hypotheses." 
B)  "Once we interpret the data, we can define our problem." 
C)  "Our research is as precise as possible-because we want to be 100 percent accurate." 
D)  "Sometimes the answers from the early stages of the research process are good enough so we stop the research and make our decisions." 
E)  None of these alternatives is correct. 
A)  "We continually survey our customers because the results give us good ideas for hypotheses." 
B)  "Once we interpret the data, we can define our problem." 
C)  "Our research is as precise as possible-because we want to be 100 percent accurate." 
D)  "Sometimes the answers from the early stages of the research process are good enough so we stop the research and make our decisions." 
E)  None of these alternatives is correct.

Question 13

Often the most difficult step in the marketing research process is:

Accepted Answer

A)  analyzing the situation. 
B)  defining the problem. 
C)  getting problem-specific data. 
D)  interpreting the data. 
E)  None of these is a good choice. 
A)  analyzing the situation. 
B)  defining the problem. 
C)  getting problem-specific data. 
D)  interpreting the data. 
E)  None of these is a good choice.

Question 14

The five-step marketing research process ends at which step?

Accepted Answer

A)  Defining the problem 
B)  Analyzing the situation 
C)  Getting problem-specific data 
D)  Interpreting the data 
E)  Any step at which the problem is solved 
A)  Defining the problem 
B)  Analyzing the situation 
C)  Getting problem-specific data 
D)  Interpreting the data 
E)  Any step at which the problem is solved

Question 15

Joy Rinaldo has agreed to participate in marketing research in which she will provide information about her purchases on an ongoing basis. She is probably part of a:

Accepted Answer

A)  confidence interval. 
B)  statistical package. 
C)  contributor group. 
D)  consumer panel. 
E)  focus group. 
A)  confidence interval. 
B)  statistical package. 
C)  contributor group. 
D)  consumer panel. 
E)  focus group.

Question 16

Which of the following is NOT a good example of the observation method of marketing research?

Accepted Answer

A)  The manager of a supermarket occasionally walks through the store to see what customers are doing. 
B)  A drugstore installs optical scanners at its checkout counters. 
C)  The owner of a shopping center puts a counting device at the entrance to count how many cars come in. 
D)  A store manager studies videotapes of consumers shopping in the store. 
E)  All of these are good examples of observation research. 
A)  The manager of a supermarket occasionally walks through the store to see what customers are doing. 
B)  A drugstore installs optical scanners at its checkout counters. 
C)  The owner of a shopping center puts a counting device at the entrance to count how many cars come in. 
D)  A store manager studies videotapes of consumers shopping in the store. 
E)  All of these are good examples of observation research.

Question 17

A consumer products manufacturer wants consumer reaction to its existing products. Interaction is considered important to stimulate thinking. The firm should use:

Accepted Answer

A)  the observation method. 
B)  focus group interviews. 
C)  the GSR (galvanic skin response) method. 
D)  quantitative interviews. 
E)  telephone interviews. 
A)  the observation method. 
B)  focus group interviews. 
C)  the GSR (galvanic skin response) method. 
D)  quantitative interviews. 
E)  telephone interviews.

Question 18

One of the major disadvantages of the focus group interview approach is that

Accepted Answer

A)  ideas generated by the group can't be tested later with other research. 
B)  it is difficult to measure the results objectively. 
C)  it is difficult to get in-depth information about the research topic. 
D)  there is no interviewer, so the research questions may not be answered. 
E)  once the interview is over there is no way for a marketing manager who was not there to evaluate what went on. 
A)  ideas generated by the group can't be tested later with other research. 
B)  it is difficult to measure the results objectively. 
C)  it is difficult to get in-depth information about the research topic. 
D)  there is no interviewer, so the research questions may not be answered. 
E)  once the interview is over there is no way for a marketing manager who was not there to evaluate what went on.

Question 19

Reshma Ananda, a marketing manager for the Grocery SuperStore retail chain, fired up a computer program that gave her ready access to information about product availability and customer buying. The program helped her immediately set prices for bananas and cherries. This type of computer program is called ______.

Accepted Answer

A)  a decision support system 
B)  data warehouse management 
C)  an Internet 
D)  PRICE analysis software 
E)  raw data manager 
A)  a decision support system 
B)  data warehouse management 
C)  an Internet 
D)  PRICE analysis software 
E)  raw data manager

Question 20

When a marketing manager is doing similar research projects in different markets around the world, he or she should:

Accepted Answer

A)  establish basic guidelines at the outset to compare different research projects. 
B)  avoid standardizing all research projects. 
C)  treat each project independently with individual importance. 
D)  develop separate standards for each project according to needs. 
A)  establish basic guidelines at the outset to compare different research projects. 
B)  avoid standardizing all research projects. 
C)  treat each project independently with individual importance. 
D)  develop separate standards for each project according to needs.

Which of the following statements about doing a situation analysis is correct?

_________ concerns the extent to which data measures what it is intended to measure.

Which of the following is a disadvantage of quantitative research (compared to qualitative research)?

Qualitative research, compared to quantitative research:

Defining the problem is always the easiest step in the marketing research process.

Much of the secondary data on the Internet is stored in database formats that standard website search engines cannot find.

A marketing information system (MIS) includes all of the following except:

Searching the Internet, reviewing secondary data, and monitoring "chatter" on the web are inexpensive and informal ways for marketers to:

Specialized search engines like Blogdex and Google Groups can locate websites that allow marketing managers to listen in or ask questions as customers chat about companies and brands.

Regarding the marketing research process, defining the problem

Even though marketing managers might like more information, they must balance the high cost of good research against its probable value to management.

Which of the following is most consistent with the scientific method approach to marketing research discussed in the text?

Often the most difficult step in the marketing research process is:

The five-step marketing research process ends at which step?

Joy Rinaldo has agreed to participate in marketing research in which she will provide information about her purchases on an ongoing basis. She is probably part of a:

Which of the following is NOT a good example of the observation method of marketing research?

A consumer products manufacturer wants consumer reaction to its existing products. Interaction is considered important to stimulate thinking. The firm should use:

One of the major disadvantages of the focus group interview approach is that

When a marketing manager is doing similar research projects in different markets around the world, he or she should:

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 statements about doing a situation analysis is correct?

_________ concerns the extent to which data measures what it is intended to measure.

Which of the following is a disadvantage of quantitative research (compared to qualitative research)?

Qualitative research, compared to quantitative research:

Defining the problem is always the easiest step in the marketing research process.

Much of the secondary data on the Internet is stored in database formats that standard website search engines cannot find.

A marketing information system (MIS) includes all of the following except:

Searching the Internet, reviewing secondary data, and monitoring "chatter" on the web are inexpensive and informal ways for marketers to:

Specialized search engines like Blogdex and Google Groups can locate websites that allow marketing managers to listen in or ask questions as customers chat about companies and brands.

Regarding the marketing research process, defining the problem

Even though marketing managers might like more information, they must balance the high cost of good research against its probable value to management.

Which of the following is most consistent with the scientific method approach to marketing research discussed in the text?

Often the most difficult step in the marketing research process is:

The five-step marketing research process ends at which step?

Joy Rinaldo has agreed to participate in marketing research in which she will provide information about her purchases on an ongoing basis. She is probably part of a:

Which of the following is NOT a good example of the observation method of marketing research?

A consumer products manufacturer wants consumer reaction to its existing products. Interaction is considered important to stimulate thinking. The firm should use:

One of the major disadvantages of the focus group interview approach is that

When a marketing manager is doing similar research projects in different markets around the world, he or she should:

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