Question 1

What are the two basic methods for obtaining primary information about customers?

Accepted Answer

A)  Defining and analyzing 
B)  Questioning and observing 
C)  Intranet and data from private research organizations 
D)  Marketing information systems and cost data 
E)  Internet search and library search 
A)  Defining and analyzing 
B)  Questioning and observing 
C)  Intranet and data from private research organizations 
D)  Marketing information systems and cost data 
E)  Internet search and library search

Question 2

A focus group interview involves interviewing 6 to 10 people in an informal group setting.

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A)  marketing research. 
B)  statistical techniques. 
C)  operational planning. 
D)  strategy planning. 
E)  sample building units (SBUs). 
A)  marketing research. 
B)  statistical techniques. 
C)  operational planning. 
D)  strategy planning. 
E)  sample building units (SBUs).

Question 4

The big advantage of qualitative research in marketing is:

Accepted Answer

A)  ease of interpretation. 
B)  it provides a good basis for statistical analysis. 
C)  the in-depth responses it provides. 
D)  the analysis can be handled on a personal computer. 
E)  None of these is a good answer. 
A)  ease of interpretation. 
B)  it provides a good basis for statistical analysis. 
C)  the in-depth responses it provides. 
D)  the analysis can be handled on a personal computer. 
E)  None of these is a good answer.

Question 5

During a "situation analysis," a marketing researcher should:

Accepted Answer

A)  collect primary data. 
B)  talk with competitors facing similar problems. 
C)  begin to talk informally to as many customers as possible. 
D)  study what information is already available. 
E)  All of these are good choices. 
A)  collect primary data. 
B)  talk with competitors facing similar problems. 
C)  begin to talk informally to as many customers as possible. 
D)  study what information is already available. 
E)  All of these are good choices.

Question 6

What is the role of a researcher when seeking problem-specific data through qualitative research?

Accepted Answer

A)  The researcher attempts to get yes or no answers from subjects. 
B)  The researcher creates strict guidelines to direct responses to questions. 
C)  The researcher tries to prevent the subject from giving open-ended responses. 
D)  The researcher seeks for subjects to share their honest thoughts on a topic without interference. 
E)  The researcher desires to obtain broad generalities from subjects. 
A)  The researcher attempts to get yes or no answers from subjects. 
B)  The researcher creates strict guidelines to direct responses to questions. 
C)  The researcher tries to prevent the subject from giving open-ended responses. 
D)  The researcher seeks for subjects to share their honest thoughts on a topic without interference. 
E)  The researcher desires to obtain broad generalities from subjects.

Question 7

In the observation method,researchers try to see or record what the subject does naturally.

Accepted Answer

A) True 
 B)False

Question 8

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 9

Juan Quito is a marketing manager at Branded Food Co.; when he wants to have an interface with a data warehouse and DSS,Juan has to review his ________,the up-to-the-minute marketing data on his computer screen,which is 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 10

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 11

In which of the following cases does research have little value,suggesting poor planning by a manager?

Accepted Answer

A)  The research does not ultimately have implications that allow a manager to take action. 
B)  The research is qualitative in nature. 
C)  The research has tidbits of information rather than knowledge of the whole situation. 
D)  The research does not anticipate the next research step. 
A)  The research does not ultimately have implications that allow a manager to take action. 
B)  The research is qualitative in nature. 
C)  The research has tidbits of information rather than knowledge of the whole situation. 
D)  The research does not anticipate the next research step.

Question 12

A marketing researcher using the scientific method develops and tests hypotheses about the relationships between things or about what will happen in the future.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

In a grocery store's "valued customer" program,every shopper gets a card that he/she presents to the clerk in the checkout aisle.The card is scanned along with the customer's groceries.The store's computer system tracks each shopper's purchases and automatically provides special valued customer discounts.Every month,the customers in the program receive a newsletter containing coupons that are based on the customer's purchase history.For example,someone purchasing a lot of baby formula and disposable diapers might get a coupon for a free box of baby wipes.Which of the following types of research represents this valued customer program?

Accepted Answer

A)  Questioning 
B)  Experimentation 
C)  Observation 
D)  Online surveys 
E)  Personal interviews 
A)  Questioning 
B)  Experimentation 
C)  Observation 
D)  Online surveys 
E)  Personal interviews

Question 16

What is the significance of the observing method in marketing research?

Accepted Answer

A)  It uses personal interviews only. 
B)  It requires customers to change their normal shopping behavior. 
C)  It is used to gather data without influencing the subject's behavior by the process. 
D)  It is not suitable for obtaining primary data. 
E)  It has no focus on any well-defined problems. 
A)  It uses personal interviews only. 
B)  It requires customers to change their normal shopping behavior. 
C)  It is used to gather data without influencing the subject's behavior by the process. 
D)  It is not suitable for obtaining primary data. 
E)  It has no focus on any well-defined problems.

Question 17

Which of the following is a feature of qualitative research in primary data collection?

Accepted Answer

A)  It asks close-ended questions. 
B)  It asks yes or no type questions. 
C)  It provides more representative samples of consumers. 
D)  It relies on open-ended questioning. 
E)  It uses statistics to analyze data. 
A)  It asks close-ended questions. 
B)  It asks yes or no type questions. 
C)  It provides more representative samples of consumers. 
D)  It relies on open-ended questioning. 
E)  It uses statistics to analyze data.

Question 18

A group of consumers who help in collecting problem-specific data by providing information on a continuing basis is called ________.

Accepted Answer

A)  contributor group 
B)  consumer panel 
C)  responder group 
D)  consumer experiment 
E)  statistical package 
A)  contributor group 
B)  consumer panel 
C)  responder group 
D)  consumer experiment 
E)  statistical package

Question 19

A marketing manager wants to know if a "2 for 1" coupon will attract new customers.He will get the most persuasive results if he uses

Accepted Answer

A)  a focus group to ask consumers if they like the idea. 
B)  an experimental method in which only some consumers get the coupon and the purchases of the two groups (with and without coupons) are compared. 
C)  personal interviewers to ask consumers how they will react. 
D)  a mail survey to ask consumers if they use coupons and why. 
E)  none of these would allow the manager to determine if the coupon will help get new customers. 
A)  a focus group to ask consumers if they like the idea. 
B)  an experimental method in which only some consumers get the coupon and the purchases of the two groups (with and without coupons) are compared. 
C)  personal interviewers to ask consumers how they will react. 
D)  a mail survey to ask consumers if they use coupons and why. 
E)  none of these would allow the manager to determine if the coupon will help get new customers.

Question 20

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

Accepted Answer

A)  A marketing analyst reviews company files for data 
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 reviews company files for data 
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

What are the two basic methods for obtaining primary information about customers?

A focus group interview involves interviewing 6 to 10 people in an informal group setting.

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

The big advantage of qualitative research in marketing is:

During a "situation analysis," a marketing researcher should:

What is the role of a researcher when seeking problem-specific data through qualitative research?

In the observation method,researchers try to see or record what the subject does naturally.

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.

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

In which of the following cases does research have little value,suggesting poor planning by a manager?

A marketing researcher using the scientific method develops and tests hypotheses about the relationships between things or about what will happen in the future.

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

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

What is the significance of the observing method in marketing research?

Which of the following is a feature of qualitative research in primary data collection?

A group of consumers who help in collecting problem-specific data by providing information on a continuing basis is called ________.

A marketing manager wants to know if a "2 for 1" coupon will attract new customers.He will get the most persuasive results if he uses

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

Marketings Value to Consumers, Firms, and Society

Implementing and Controlling Marketing Plans: Evolution and Revolution

Marketing Strategy Planning

Managing Marketings Link With Other Functional Areas

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 and Sales Promotion

Publicity: Promotion Using Earned Media, Owned Media, and Social Media

Pricing Objectives and Policies

Price Setting in the Business World

Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Filters

Exam 9: Improving Decisions With Marketing Information

What are the two basic methods for obtaining primary information about customers?

A focus group interview involves interviewing 6 to 10 people in an informal group setting.

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

The big advantage of qualitative research in marketing is:

During a "situation analysis," a marketing researcher should:

What is the role of a researcher when seeking problem-specific data through qualitative research?

In the observation method,researchers try to see or record what the subject does naturally.

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.

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

In which of the following cases does research have little value,suggesting poor planning by a manager?

A marketing researcher using the scientific method develops and tests hypotheses about the relationships between things or about what will happen in the future.

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

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

What is the significance of the observing method in marketing research?

Which of the following is a feature of qualitative research in primary data collection?

A group of consumers who help in collecting problem-specific data by providing information on a continuing basis is called ________.

A marketing manager wants to know if a "2 for 1" coupon will attract new customers.He will get the most persuasive results if he uses

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

Marketings Value to Consumers, Firms, and Society

Implementing and Controlling Marketing Plans: Evolution and Revolution

Marketing Strategy Planning

Managing Marketings Link With Other Functional Areas

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 and Sales Promotion

Publicity: Promotion Using Earned Media, Owned Media, and Social Media

Pricing Objectives and Policies

Price Setting in the Business World

Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Filters