Exam 9: Improving Decisions With Marketing Information

Jane,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 ________.

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

Which of the following is the correct sequence of steps in the marketing research process?

The scientific method

Unless the problem is precisely defined,research effort may be wasted on the wrong problem,and may lead to costly mistakes.

The percent of people contacted in a survey who complete a questionnaire is the:

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

One weakness of telephone interviews is that they do not allow an interviewer to probe and really learn what the respondent is thinking.

When a firm is doing similar research projects in different international markets,it makes sense for the marketing manager to coordinate the efforts so that comparisons across markets are possible.

The percent of people contacted who complete a survey questionnaire is the:

Procedures that develop and analyze new information to help marketing managers make decisions are called ________.

Qualitative research seeks in-depth,open-ended responses,not yes or no answers.

_____ refers to an organized way of continually gathering,accessing,and analyzing information that marketing managers need to make ongoing decisions.

A situation analysis is highly beneficial to marketers for all the following reasons except:

Marketing managers should be able to explain the kinds of problems they are facing and the kinds of marketing research information that will help them make decisions.

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

Which of the following statements explains why marketers use focus groups to conduct research?

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

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

Which of the following statements is true of a marketing research?