Question 1

Secondary data is information that is already published or collected.

Accepted Answer

A) True 
 B)False

Question 2

The scientific method

Accepted Answer

A)  rejects the idea that marketing managers can make "educated guesses" about marketing relationships. 
B)  is an orderly way of presenting your point of view. 
C)  assumes that statistical analysis provides the only basis for rejecting an hypothesis. 
D)  is a hit-or-miss approach. 
E)  None of these alternatives is correct. 
A)  rejects the idea that marketing managers can make "educated guesses" about marketing relationships. 
B)  is an orderly way of presenting your point of view. 
C)  assumes that statistical analysis provides the only basis for rejecting an hypothesis. 
D)  is a hit-or-miss approach. 
E)  None of these alternatives is correct.

Question 3

A good marketing manager knows that the value of additional information lies in the ability to design more effective marketing strategies.

Accepted Answer

A) True 
 B)False

Question 4

In a quantitative marketing research study,the total group of people a marketing manager is interested in learning something about is known as the sample.

Accepted Answer

A) True 
 B)False

Question 5

Regarding an estimate from a survey,the range on either side of the survey result that is likely to contain the "true" value of the relevant population is called:

Accepted Answer

A)  sample range. 
B)  accuracy range. 
C)  confidence interval. 
D)  validity interval. 
E)  population estimate. 
A)  sample range. 
B)  accuracy range. 
C)  confidence interval. 
D)  validity interval. 
E)  population estimate.

Question 6

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 7

This frequently used approach for analyzing and interpreting marketing research data shows the relationship of answers to two different questions.

Accepted Answer

A)  Observation 
B)  Focus group interviews 
C)  Online response rates analysis 
D)  Experimental approach 
E)  Cross-tabulation 
A)  Observation 
B)  Focus group interviews 
C)  Online response rates analysis 
D)  Experimental approach 
E)  Cross-tabulation

Question 8

With roots in biology,ethnographic research studies different cultures by examining their physiology.

Accepted Answer

A) True 
 B)False

Question 9

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 10

Which of the following is an ethical problem in marketing research?

Accepted Answer

A)  A researcher does not disclose problems that occurred during consumer interviews. 
B)  A company calls consumers under the guise of doing research when the phone calls are really sales pitches for the company's products. 
C)  A manager informs a researcher that the only acceptable results are ones that confirm the manager's existing viewpoints. 
D)  A researcher deliberately withholds details about how a research study was conducted. 
E)  All of these statements illustrate ethical problems in marketing research. 
A)  A researcher does not disclose problems that occurred during consumer interviews. 
B)  A company calls consumers under the guise of doing research when the phone calls are really sales pitches for the company's products. 
C)  A manager informs a researcher that the only acceptable results are ones that confirm the manager's existing viewpoints. 
D)  A researcher deliberately withholds details about how a research study was conducted. 
E)  All of these statements illustrate ethical problems in marketing research.

Question 11

Which of the following statements concerning secondary data is correct?

Accepted Answer

A)  Secondary data usually takes longer to obtain than primary data. 
B)  Secondary data is only available within the firm. 
C)  Secondary data was originally collected for some other purpose. 
D)  Secondary data may provide some background, but never provides the answer. 
E)  None of these statements is correct. 
A)  Secondary data usually takes longer to obtain than primary data. 
B)  Secondary data is only available within the firm. 
C)  Secondary data was originally collected for some other purpose. 
D)  Secondary data may provide some background, but never provides the answer. 
E)  None of these statements is correct.

Question 12

A decision support system (DSS)is a computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions.

Accepted Answer

A) True 
 B)False

Question 13

Decision support systems that include marketing models help managers by showing the relationships among marketing variables.

Accepted Answer

A) True 
 B)False

Question 14

Open-ended questions are less likely to be asked in quantitative research than in qualitative research.

Accepted Answer

A) True 
 B)False

Question 15

With the observation method,the researcher skillfully engages the subject in conversation.

Accepted Answer

A) True 
 B)False

Question 16

What are statistical packages?

Accepted Answer

A)  They are easy-to-use computer programs that analyze data. 
B)  They are syndicated research services that do qualitative research. 
C)  They are procedures used to be sure that a sample is representative. 
D)  They are product packages that make it possible to collect data at checkout counters. 
E)  They are research plans that specify what information will be obtained and how. 
A)  They are easy-to-use computer programs that analyze data. 
B)  They are syndicated research services that do qualitative research. 
C)  They are procedures used to be sure that a sample is representative. 
D)  They are product packages that make it possible to collect data at checkout counters. 
E)  They are research plans that specify what information will be obtained and how.

Question 17

A firm intends to use an online survey questionnaire in a marketing research project.Compared to a mail survey:

Accepted Answer

A)  feedback will likely be faster online. 
B)  the response rate will likely be lower online. 
C)  respondents will likely be younger and better educated online. 
D)  costs will likely be less online. 
E)  all of these alternatives are correct. 
A)  feedback will likely be faster online. 
B)  the response rate will likely be lower online. 
C)  respondents will likely be younger and better educated online. 
D)  costs will likely be less online. 
E)  all of these alternatives are correct.

Question 18

Use of the scientific method in marketing research forces researchers to use an orderly process.

Accepted Answer

A) True 
 B)False

Question 19

Secondary data involves information that has been collected or published already.

Accepted Answer

A) True 
 B)False

Secondary data is information that is already published or collected.

The scientific method

A good marketing manager knows that the value of additional information lies in the ability to design more effective marketing strategies.

In a quantitative marketing research study,the total group of people a marketing manager is interested in learning something about is known as the sample.

Regarding an estimate from a survey,the range on either side of the survey result that is likely to contain the "true" value of the relevant population is called:

Regarding the marketing research process,defining the problem

This frequently used approach for analyzing and interpreting marketing research data shows the relationship of answers to two different questions.

With roots in biology,ethnographic research studies different cultures by examining their physiology.

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 ________.

Which of the following is an ethical problem in marketing research?

Which of the following statements concerning secondary data is correct?

A decision support system (DSS)is a computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions.

Decision support systems that include marketing models help managers by showing the relationships among marketing variables.

Open-ended questions are less likely to be asked in quantitative research than in qualitative research.

With the observation method,the researcher skillfully engages the subject in conversation.

What are statistical packages?

A firm intends to use an online survey questionnaire in a marketing research project.Compared to a mail survey:

Use of the scientific method in marketing research forces researchers to use an orderly process.

Secondary data involves information that has been collected or published already.

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

Secondary data is information that is already published or collected.

The scientific method

A good marketing manager knows that the value of additional information lies in the ability to design more effective marketing strategies.

In a quantitative marketing research study,the total group of people a marketing manager is interested in learning something about is known as the sample.

Regarding an estimate from a survey,the range on either side of the survey result that is likely to contain the "true" value of the relevant population is called:

Regarding the marketing research process,defining the problem

This frequently used approach for analyzing and interpreting marketing research data shows the relationship of answers to two different questions.

With roots in biology,ethnographic research studies different cultures by examining their physiology.

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 ________.

Which of the following is an ethical problem in marketing research?

Which of the following statements concerning secondary data is correct?

A decision support system (DSS)is a computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions.

Decision support systems that include marketing models help managers by showing the relationships among marketing variables.

Open-ended questions are less likely to be asked in quantitative research than in qualitative research.

With the observation method,the researcher skillfully engages the subject in conversation.

What are statistical packages?

A firm intends to use an online survey questionnaire in a marketing research project.Compared to a mail survey:

Use of the scientific method in marketing research forces researchers to use an orderly process.

Secondary data involves information that has been collected or published already.

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