Question 1

Qualitative research seeks clear yes or no answers.

Accepted Answer

A) True 
 B)False

Question 2

A marketing model displays up-to-the-minute marketing data in an easy to read format.

Accepted Answer

A) True 
 B)False

Question 3

A fast-food chain is redesigning its restaurants.One of the main questions faced by the chain's management is,"Should the new restaurant design include a salad bar?" A researcher in the company finds that salad bars are costly to maintain and are not a major attraction to consumers.Based on this information,management decides that it will not have a salad bar as part of the new restaurant design.Which of the following points is illustrated by this situation?

Accepted Answer

A)  Situation analysis sometimes eliminates the need for conducting further research in a problem area. 
B)  Situation analysis is very costly in terms of time and money. 
C)  Secondary data from sources outside the company is always better than secondary data from sources inside the company. 
D)  Secondary data from private sources is always better than secondary data from government sources. 
E)  Collecting primary data is always necessary in order to make good decisions. 
A)  Situation analysis sometimes eliminates the need for conducting further research in a problem area. 
B)  Situation analysis is very costly in terms of time and money. 
C)  Secondary data from sources outside the company is always better than secondary data from sources inside the company. 
D)  Secondary data from private sources is always better than secondary data from government sources. 
E)  Collecting primary data is always necessary in order to make good decisions.

Question 4

Only about 25 percent of marketing research spending is for syndicated research.

Accepted Answer

A) True 
 B)False

Question 5

The Statistical Abstract of the United States is one of the most useful summaries of secondary data published by the federal government.

Accepted Answer

A) True 
 B)False

Question 6

Isaac,a marketing manager,performs Internet searches and customer surveys to develop and analyze new information about a market his company is planning to enter.Identify the procedure that Isaac is following to get the desired information.

Accepted Answer

A)  Marketing research 
B)  Marketing information system 
C)  Frequency monitoring program 
D)  Marketing plan 
E)  Management information system 
A)  Marketing research 
B)  Marketing information system 
C)  Frequency monitoring program 
D)  Marketing plan 
E)  Management information system

Question 7

An online group of participants who are joined together by a common interest and participate in ongoing research is called ________.

Accepted Answer

A)  experiment 
B)  mutual research network 
C)  family intercept 
D)  focus group 
E)  market research online community 
A)  experiment 
B)  mutual research network 
C)  family intercept 
D)  focus group 
E)  market research online community

Question 8

The most difficult and important step in the scientific approach to marketing research is ________.

Accepted Answer

A)  defining the problem 
B)  interpreting the data 
C)  solving the problem 
D)  analyzing the situation 
E)  getting problem-specific data 
A)  defining the problem 
B)  interpreting the data 
C)  solving the problem 
D)  analyzing the situation 
E)  getting problem-specific data

Question 9

Which variation of personal interview surveys helps reduce the cost of locating consumer respondents?

Accepted Answer

A)  Pull interviews 
B)  Mall intercept interviews 
C)  Push interviews 
D)  Perception interviews 
E)  Subjective interviews 
A)  Pull interviews 
B)  Mall intercept interviews 
C)  Push interviews 
D)  Perception interviews 
E)  Subjective interviews

Question 10

Pick the correct statement about marketing research.

Accepted Answer

A)  It is an organized way of gathering and analyzing information marketing managers need. 
B)  It involves a wide range of techniques including Internet search, customer surveys, and more. 
C)  It is a department in most small companies. 
D)  It is only needed by producers who have long channels of distribution. 
E)  It is not considered an alternative to a marketing information system. 
A)  It is an organized way of gathering and analyzing information marketing managers need. 
B)  It involves a wide range of techniques including Internet search, customer surveys, and more. 
C)  It is a department in most small companies. 
D)  It is only needed by producers who have long channels of distribution. 
E)  It is not considered an alternative to a marketing information system.

Question 11

An organized way of continually gathering,accessing,and analyzing data to get information to help marketing managers make ongoing decisions is called ________.

Accepted Answer

A)  marketing information system 
B)  marketing model 
C)  marketing research project 
D)  marketing research department 
E)  marketing logistics system 
A)  marketing information system 
B)  marketing model 
C)  marketing research project 
D)  marketing research department 
E)  marketing logistics system

Question 12

A marketing manager can use a marketing model to look at the sales (and costs)expected with different types of promotion and select the marketing mix that is best for a particular target market.

Accepted Answer

A) True 
 B)False

Question 13

A complete marketing information system should:

Accepted Answer

A)  provide a good overall view on many types of problems. 
B)  organize incoming information into a data warehouse. 
C)  provide answers to specific questions. 
D)  continually gather data from internal and external sources, and from market research studies. 
E)  All of these alternatives are true. 
A)  provide a good overall view on many types of problems. 
B)  organize incoming information into a data warehouse. 
C)  provide answers to specific questions. 
D)  continually gather data from internal and external sources, and from market research studies. 
E)  All of these alternatives are true.

Question 14

A consumer panel is a group of consumers who provide information on a continuing basis.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following would be a good place for a marketing analyst to start looking for published statistical data of the social,political,and economic organization of the United States?

Accepted Answer

A)  Encyclopedia of Associations 
B)  Congressional Record 
C)  Wall Street Journal 
D)  Statistical Abstract of the United States 
E)  New York Times research files 
A)  Encyclopedia of Associations 
B)  Congressional Record 
C)  Wall Street Journal 
D)  Statistical Abstract of the United States 
E)  New York Times research files

Question 16

Data which have already been collected in a previous study are called ________ data,while data that are generated by a phone survey this month of key customers are called ________ data.

Accepted Answer

A)  primary; secondary 
B)  primary; intranet 
C)  secondary; primary 
D)  secondary; experimental 
E)  intranet; sample 
A)  primary; secondary 
B)  primary; intranet 
C)  secondary; primary 
D)  secondary; experimental 
E)  intranet; sample

Question 17

Which of the following statements about a situation analysis is False?

Accepted Answer

A)  A situation analysis is mainly a study of new information that is not already available. 
B)  A situation analysis may involve informal discussions with knowledgeable people. 
C)  A situation analysis may help educate a researcher who is dealing with an unfamiliar subject. 
D)  A situation analysis should include finding relevant secondary data. 
E)  None of these statements about a situation analysis is False. 
A)  A situation analysis is mainly a study of new information that is not already available. 
B)  A situation analysis may involve informal discussions with knowledgeable people. 
C)  A situation analysis may help educate a researcher who is dealing with an unfamiliar subject. 
D)  A situation analysis should include finding relevant secondary data. 
E)  None of these statements about a situation analysis is False.

Question 18

Which of the following is true about a decision support system (DSS)?

Accepted Answer

A)  It is a system that focuses only on numerical data. 
B)  It is a computer program that allows a marketing manager to obtain and use information. 
C)  It organizes incoming information into a data warehouse. 
D)  It is a place where databases are stored so that they are available when needed. 
E)  It is a system for linking computers within a company. 
A)  It is a system that focuses only on numerical data. 
B)  It is a computer program that allows a marketing manager to obtain and use information. 
C)  It organizes incoming information into a data warehouse. 
D)  It is a place where databases are stored so that they are available when needed. 
E)  It is a system for linking computers within a company.

Question 19

Market research online communities are one-time events.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A)  Interpreting the data 
B)  Developing the marketing information system (MIS) 
C)  Analyzing the situation 
D)  Defining the problem 
E)  Solving the problem 
A)  Interpreting the data 
B)  Developing the marketing information system (MIS) 
C)  Analyzing the situation 
D)  Defining the problem 
E)  Solving the problem

Qualitative research seeks clear yes or no answers.

A marketing model displays up-to-the-minute marketing data in an easy to read format.

Only about 25 percent of marketing research spending is for syndicated research.

The Statistical Abstract of the United States is one of the most useful summaries of secondary data published by the federal government.

Isaac,a marketing manager,performs Internet searches and customer surveys to develop and analyze new information about a market his company is planning to enter.Identify the procedure that Isaac is following to get the desired information.

An online group of participants who are joined together by a common interest and participate in ongoing research is called ________.

The most difficult and important step in the scientific approach to marketing research is ________.

Which variation of personal interview surveys helps reduce the cost of locating consumer respondents?

Pick the correct statement about marketing research.

An organized way of continually gathering,accessing,and analyzing data to get information to help marketing managers make ongoing decisions is called ________.

A marketing manager can use a marketing model to look at the sales (and costs)expected with different types of promotion and select the marketing mix that is best for a particular target market.

A complete marketing information system should:

A consumer panel is a group of consumers who provide information on a continuing basis.

Which of the following would be a good place for a marketing analyst to start looking for published statistical data of the social,political,and economic organization of the United States?

Data which have already been collected in a previous study are called data,while data that are generated by a phone survey this month of key customers are called data.

Which of the following statements about a situation analysis is False?

Which of the following is true about a decision support system (DSS)?

Market research online communities are one-time events.

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

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

Qualitative research seeks clear yes or no answers.

A marketing model displays up-to-the-minute marketing data in an easy to read format.

Only about 25 percent of marketing research spending is for syndicated research.

The Statistical Abstract of the United States is one of the most useful summaries of secondary data published by the federal government.

Isaac,a marketing manager,performs Internet searches and customer surveys to develop and analyze new information about a market his company is planning to enter.Identify the procedure that Isaac is following to get the desired information.

An online group of participants who are joined together by a common interest and participate in ongoing research is called ________.

The most difficult and important step in the scientific approach to marketing research is ________.

Which variation of personal interview surveys helps reduce the cost of locating consumer respondents?

Pick the correct statement about marketing research.

An organized way of continually gathering,accessing,and analyzing data to get information to help marketing managers make ongoing decisions is called ________.

A marketing manager can use a marketing model to look at the sales (and costs)expected with different types of promotion and select the marketing mix that is best for a particular target market.

A complete marketing information system should:

A consumer panel is a group of consumers who provide information on a continuing basis.

Which of the following would be a good place for a marketing analyst to start looking for published statistical data of the social,political,and economic organization of the United States?

Data which have already been collected in a previous study are called ________ data,while data that are generated by a phone survey this month of key customers are called ________ data.

Which of the following statements about a situation analysis is False?

Which of the following is true about a decision support system (DSS)?

Market research online communities are one-time events.

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

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

Data which have already been collected in a previous study are called data,while data that are generated by a phone survey this month of key customers are called data.