Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

A marketing researcher wants to get sensitive information about family spending patterns as part of a survey.He is most likely to get the needed information

Accepted Answer

A)  with a mail, e-mail, or online survey. 
B)  with a focus group. 
C)  with personal interviews. 
D)  with telephone interviews. 
E)  Any of these choices is about equally effective for getting sensitive information. 
A)  with a mail, e-mail, or online survey. 
B)  with a focus group. 
C)  with personal interviews. 
D)  with telephone interviews. 
E)  Any of these choices is about equally effective for getting sensitive information.

Question 3

Business market researchers commonly use ______________ as it's easier to get and keep the respondent's attention when the interviewer is right there.

Accepted Answer

A)  mail questionnaires 
B)  focus group interviews 
C)  personal interviews 
D)  telephone interviews 
E)  none of these choices is a good answer. 
A)  mail questionnaires 
B)  focus group interviews 
C)  personal interviews 
D)  telephone interviews 
E)  none of these choices is a good answer.

Question 4

An informal study of what information is already available in the problem area is called ________.

Accepted Answer

A)  qualitative research 
B)  situation analysis 
C)  focus group interview 
D)  quantitative research 
E)  marketing model 
A)  qualitative research 
B)  situation analysis 
C)  focus group interview 
D)  quantitative research 
E)  marketing model

Question 5

The Internet is an excellent source for primary data,but not secondary data.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following statements about the marketing research process is NOT TRUE?

Accepted Answer

A)  Defining the problem is important because this decision will remain unchanged throughout the process. 
B)  The situation analysis step helps educate a researcher. 
C)  Researchers and marketing managers need to work together. 
D)  The situation analysis includes looking at secondary data. 
E)  Marketing managers often have to explain problems to researchers. 
A)  Defining the problem is important because this decision will remain unchanged throughout the process. 
B)  The situation analysis step helps educate a researcher. 
C)  Researchers and marketing managers need to work together. 
D)  The situation analysis includes looking at secondary data. 
E)  Marketing managers often have to explain problems to researchers.

Question 7

For raw data to become useful to marketers,it must be:

Accepted Answer

A)  stored in a data warehouse. 
B)  transformed into information and knowledge. 
C)  gathered from internal company sources. 
D)  gathered from external sources. 
E)  communicated to executives through a formal report. 
A)  stored in a data warehouse. 
B)  transformed into information and knowledge. 
C)  gathered from internal company sources. 
D)  gathered from external sources. 
E)  communicated to executives through a formal report.

Question 8

Educated guesses about the relationships between things or about what will happen in the future are called ________.

Accepted Answer

A)  theories 
B)  laws 
C)  facts 
D)  hypotheses 
E)  data 
A)  theories 
B)  laws 
C)  facts 
D)  hypotheses 
E)  data

Question 9

Which of the following is NOT true regarding international marketing research?

Accepted Answer

A)  A lack of information and knowledge about customers in foreign markets is a key cause of failures for exporting ventures. 
B)  Gathering accurate marketing research information in China can be a challenge. 
C)  Marketing research on overseas markets is often an important factor in international marketing success. 
D)  Because there are no multinational research or advertising agencies it is necessary to identify good local partners. 
E)  All of these alternatives are true. 
A)  A lack of information and knowledge about customers in foreign markets is a key cause of failures for exporting ventures. 
B)  Gathering accurate marketing research information in China can be a challenge. 
C)  Marketing research on overseas markets is often an important factor in international marketing success. 
D)  Because there are no multinational research or advertising agencies it is necessary to identify good local partners. 
E)  All of these alternatives are true.

Question 10

When a Walmart clerk processes a customer's purchases by scanning the bar codes of their items,this is an example of what type of research?

Accepted Answer

A)  Observation 
B)  Experiment 
C)  Phone 
D)  Mail 
E)  Secondary 
A)  Observation 
B)  Experiment 
C)  Phone 
D)  Mail 
E)  Secondary

Question 11

Nielsen's TV audience research illustrates that observing is a common research method in advertising.

Accepted Answer

A) True 
 B)False

Question 12

The response rate to a survey affects

Accepted Answer

A)  who is in the population for a marketing research study. 
B)  whether a statistical package can be used to analyze the data. 
C)  how representative the sample is. 
D)  All of these alternatives are good answers. 
A)  who is in the population for a marketing research study. 
B)  whether a statistical package can be used to analyze the data. 
C)  how representative the sample is. 
D)  All of these alternatives are good answers.

Question 13

At Verizon Communications,a marketing manager can view up-to-date marketing data that has been customized to fit his area of responsibility by using a ________.

Accepted Answer

A)  data warehouse 
B)  search engine 
C)  situation analysis 
D)  marketing dashboard 
E)  validity study 
A)  data warehouse 
B)  search engine 
C)  situation analysis 
D)  marketing dashboard 
E)  validity study

Question 14

When an organization collects data from social media websites such as Facebook and LinkedIn,the data is considered to belong to ________ sources.

Accepted Answer

A)  regulated 
B)  internal 
C)  unidentified 
D)  external 
E)  identified 
A)  regulated 
B)  internal 
C)  unidentified 
D)  external 
E)  identified

Question 15

A complete marketing information system includes each of the following except:

Accepted Answer

A)  data from internal sources. 
B)  marketing models. 
C)  decision support systems. 
D)  a data warehouse. 
E)  All of these alternatives are correct. 
A)  data from internal sources. 
B)  marketing models. 
C)  decision support systems. 
D)  a data warehouse. 
E)  All of these alternatives are correct.

Question 16

Wizard Toy Company's marketing researcher conducted a survey to find out the percentage of customers who,after receiving a promotional mailing about a new toy,actually went out and purchased the product.This is an example of

Accepted Answer

A)  a response rate. 
B)  cross-tabulation. 
C)  personal interviews. 
D)  quantitative research. 
E)  an experimental method. 
A)  a response rate. 
B)  cross-tabulation. 
C)  personal interviews. 
D)  quantitative research. 
E)  an experimental method.

Question 17

About what percentage of marketing research spending is for syndicated research data?

Accepted Answer

A)  20 percent 
B)  30 percent 
C)  40 percent 
D)  50 percent 
E)  60 percent 
A)  20 percent 
B)  30 percent 
C)  40 percent 
D)  50 percent 
E)  60 percent

Question 18

Secondary data

Accepted Answer

A)  may provide some background, but never provides the answer. 
B)  is information that has been collected already. 
C)  is rarely available and is expensive. 
D)  is specifically collected to solve a current problem. 
E)  can be in the form of online surveys or observations. 
A)  may provide some background, but never provides the answer. 
B)  is information that has been collected already. 
C)  is rarely available and is expensive. 
D)  is specifically collected to solve a current problem. 
E)  can be in the form of online surveys or observations.

Question 19

Identify the true statement about the role of focus groups in marketing research.

Accepted Answer

A)  They stimulate discussion among participants. 
B)  They involve interviewing people in a formal setting. 
C)  They use close-ended, yes or no questions. 
D)  They are the same as opinion leaders. 
E)  They are the same as reference groups. 
A)  They stimulate discussion among participants. 
B)  They involve interviewing people in a formal setting. 
C)  They use close-ended, yes or no questions. 
D)  They are the same as opinion leaders. 
E)  They are the same as reference groups.

Question 20

All of the following are examples of secondary data sources EXCEPT:

Accepted Answer

A)  intranet. 
B)  a phone survey this month of past customers. 
C)  library sources. 
D)  company files. 
E)  government databases. 
A)  intranet. 
B)  a phone survey this month of past customers. 
C)  library sources. 
D)  company files. 
E)  government databases.

Exam 9: Improving Decisions With Marketing Information

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

A marketing researcher wants to get sensitive information about family spending patterns as part of a survey.He is most likely to get the needed information

Business market researchers commonly use ______________ as it's easier to get and keep the respondent's attention when the interviewer is right there.

An informal study of what information is already available in the problem area is called ________.

The Internet is an excellent source for primary data,but not secondary data.

Which of the following statements about the marketing research process is NOT TRUE?

For raw data to become useful to marketers,it must be:

Educated guesses about the relationships between things or about what will happen in the future are called ________.

Which of the following is NOT true regarding international marketing research?

When a Walmart clerk processes a customer's purchases by scanning the bar codes of their items,this is an example of what type of research?

Nielsen's TV audience research illustrates that observing is a common research method in advertising.

The response rate to a survey affects

At Verizon Communications,a marketing manager can view up-to-date marketing data that has been customized to fit his area of responsibility by using a ________.

When an organization collects data from social media websites such as Facebook and LinkedIn,the data is considered to belong to ________ sources.

A complete marketing information system includes each of the following except:

Wizard Toy Company's marketing researcher conducted a survey to find out the percentage of customers who,after receiving a promotional mailing about a new toy,actually went out and purchased the product.This is an example of

About what percentage of marketing research spending is for syndicated research data?

Secondary data

Identify the true statement about the role of focus groups in marketing research.

All of the following are examples of secondary data sources EXCEPT:

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