Exam 9: Improving Decisions With Marketing Information

An outside sales force can provide customers with up-to-date inventory levels,product prices,delivery dates,and so forth by accessing information on the firm's own:

Educated guesses about the relationships between things or about what will happen in the future are:

In the context of interpreting data,identify the most accurate statement.

Which of the following is NOT part of the five-step marketing research process discussed in the text?

An intranet works like the Internet but access is limited to a company's employees.

Focus group interviews are a form of quantitative research.

Which of the following is true of a good marketing research practice?

When conducting market research in overseas markets,which of the following is true about the local marketing researchers?

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

Two similar groups of consumers are shown different magazines which include the same ad.Then each consumer is asked questions about the advertised product.This seems to be a description of

Defining the problem is the first step in the marketing research process-and is usually the easiest job for the researcher.

The marketing manager at Massimino and McCarthy,a chain of retail stores that sells men's clothing,is reviewing marketing research data to try to determine if changes in marketing strategy are needed.Which of the following sources of data would be a secondary data source?

What is the likely advantage of using online focus groups in marketing research?

Which method of data collection is typically best when you want respondents to quickly answer a small number of fairly simple questions?

When a marketing manager has phone conversations with key wholesalers of the firm's products to try to obtain information about why the firm's product sales are down,this is an example of a(n):

It is the job of the MIS specialist to ask for the right information in the right form.

During the situation analysis,a marketing researcher will evaluate primary data rather than secondary data.

Marketing research that seeks structured responses that can be summarized is called ________ research.

A ______________ is an organized way of continually gathering and analyzing data to get information to help marketing managers make ongoing decisions.

A marketing manager should seek help from research only for problems where the risk of a decision can be greatly reduced at a reasonable cost.