Exam 9: Improving Decisions With Marketing Information

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

A situation analysis is a formal study of what information is already available in the problem area.

Applying the experimental method in marketing research usually means comparing the responses of two or more groups.

What would be the best way for the marketing manager of a supermarket to find out how consumers move through the store?

The scientific method in marketing research

Which of the following represents the results component of a complete marketing information system?

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

One reason for the popularity of mail surveys is that the response rates are usually very high.

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

By computing confidence intervals a researcher can:

For marketers,the purpose of gathering primary data is usually:

When a marketing manager scans a firm's MIS to try to obtain information about why the firm's product sales are down,this is an example of a(n):

The extent to which marketing research data measures what it is intended to measure is known as the confidence level.

Which of the following statements about intranet is true?

Which of the following is NOT a good example of the observation method of marketing research?

Whenever John shops for groceries,he gives an ID card to the clerk,who scans the number.Then the scanner records every purchase-including brands,sizes,prices,and any coupons used.John is most probably a

Which of the following is most consistent with the marketing research process discussed in the text?

An interview with 6 to 10 people in an informal group setting is called a(an):

Qualitative research seeks structured responses that can be summarized in numbers,like percentages,averages,or other statistics.

Telephone surveys are practical if the information needed is not too personal.