Question 1

A common quantitative research approach is to use survey questionnaires with multiple-choice questions.

Accepted Answer

A) True 
 B)False

Question 2

Hypotheses are educated guesses about the relationships between things or about what will happen in the future.

Accepted Answer

A) True 
 B)False

Question 3

____ are educated guesses about the relationships between things or about what will happen in the future.

Accepted Answer

A)  Data insights 
B)  Observations 
C)  Situation analyses 
D)  Hypotheses 
E)  Marketing models 
A)  Data insights 
B)  Observations 
C)  Situation analyses 
D)  Hypotheses 
E)  Marketing models

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

What is true about one-at-a-time marketing research procedures?

Accepted Answer

A)  They are beneficial, as they provide quick results. 
B)  They are more effective than marketing information system. 
C)  They cannot be combined with marketing information system. 
D)  They are costly and take more time. 
E)  They focus more on objective methods than subjective methods. 
A)  They are beneficial, as they provide quick results. 
B)  They are more effective than marketing information system. 
C)  They cannot be combined with marketing information system. 
D)  They are costly and take more time. 
E)  They focus more on objective methods than subjective methods.

Question 6

The total group a survey researcher is interested in is called the:

Accepted Answer

A)  population. 
B)  sample. 
C)  study group. 
D)  representative group. 
E)  None of these choices is a good answer. 
A)  population. 
B)  sample. 
C)  study group. 
D)  representative group. 
E)  None of these choices is a good answer.

Question 7

A consumer products manufacturer wants consumer reaction to its existing products.When the firm considers interaction is important to stimulate thinking,it should use ________.

Accepted Answer

A)  the observation method 
B)  focus group interview 
C)  the GSR (galvanic skin response) method 
D)  quantitative interview 
E)  telephone interview 
A)  the observation method 
B)  focus group interview 
C)  the GSR (galvanic skin response) method 
D)  quantitative interview 
E)  telephone interview

Question 8

In marketing research,a population is a part of the relevant sample.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following would NOT be a source of primary data?

Accepted Answer

A)  The Wall Street Journal 
B)  Market tests 
C)  Focus groups 
D)  Observation methods 
E)  Surveys 
A)  The Wall Street Journal 
B)  Market tests 
C)  Focus groups 
D)  Observation methods 
E)  Surveys

Question 10

A research proposal involves interviewing 6 to 10 people in an informal group setting.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

A good situation analysis is usually expensive and takes more time compared with more formal research efforts,such as a large scale survey.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following statements about doing a situation analysis is correct?

Accepted Answer

A)  Libraries have good data on specific topics, but it is expensive to find. 
B)  It doesn't make sense to start a situation analysis until the problem has begun to surface. 
C)  Good data are available from the government, but obtaining them is expensive. 
D)  A good situation analysis is usually more expensive than collecting primary data. 
E)  It is effective if the researcher has good knowledge about the management decisions to be made. 
A)  Libraries have good data on specific topics, but it is expensive to find. 
B)  It doesn't make sense to start a situation analysis until the problem has begun to surface. 
C)  Good data are available from the government, but obtaining them is expensive. 
D)  A good situation analysis is usually more expensive than collecting primary data. 
E)  It is effective if the researcher has good knowledge about the management decisions to be made.

Question 14

The function of marketing research is to develop and analyze new information to help marketing managers make better decisions.

Accepted Answer

A) True 
 B)False

Question 15

The _____ is a decision-making approach that focuses on being objective and orderly in testing ideas before accepting them.

Accepted Answer

A)  decision support system 
B)  situation analysis 
C)  idea generation process 
D)  marketing information system 
E)  scientific method 
A)  decision support system 
B)  situation analysis 
C)  idea generation process 
D)  marketing information system 
E)  scientific method

Question 16

A decision-making approach that focuses on being objective and orderly in testing ideas before accepting them is called the ________ method.

Accepted Answer

A)  MIS 
B)  scientific 
C)  statistical 
D)  DSS 
E)  marketing models 
A)  MIS 
B)  scientific 
C)  statistical 
D)  DSS 
E)  marketing models

Question 17

About ________ percent of marketing research spending is for syndicated research.

Accepted Answer

A)  10 
B)  25 
C)  40 
D)  60 
E)  75 
A)  10 
B)  25 
C)  40 
D)  60 
E)  75

Question 18

Which of the following trends creates difficult challenges for marketing managers?

Accepted Answer

A)  Market data can now be gathered from social media websites. 
B)  Market data may be gathered from internal sources and external sources. 
C)  IT managers have become an important part of the marketing research process. 
D)  Data warehouses have become a central part of most marketing information systems. 
E)  Today's businesses process 1,000 times as much data as they did in the year 2000. 
A)  Market data can now be gathered from social media websites. 
B)  Market data may be gathered from internal sources and external sources. 
C)  IT managers have become an important part of the marketing research process. 
D)  Data warehouses have become a central part of most marketing information systems. 
E)  Today's businesses process 1,000 times as much data as they did in the year 2000.

Question 19

Which of the following is a disadvantage of quantitative research (compared to qualitative research)?

Accepted Answer

A)  It is harder to get in-depth answers. 
B)  The conclusions are likely to vary more from analyst to analyst. 
C)  The results are harder to summarize. 
D)  It is not as fast for respondents. 
E)  None of these is a disadvantage of quantitative research. 
A)  It is harder to get in-depth answers. 
B)  The conclusions are likely to vary more from analyst to analyst. 
C)  The results are harder to summarize. 
D)  It is not as fast for respondents. 
E)  None of these is a disadvantage of quantitative research.

Question 20

Which method of quantitative research would probably produce the best results when the questions are simple and require only quick "yes" or "no" answers?

Accepted Answer

A)  Telephone interviews 
B)  Focus group interviews 
C)  Mail questionnaires 
D)  Personal interviews 
E)  Observation 
A)  Telephone interviews 
B)  Focus group interviews 
C)  Mail questionnaires 
D)  Personal interviews 
E)  Observation

Exam 9: Improving Decisions With Marketing Information

A common quantitative research approach is to use survey questionnaires with multiple-choice questions.

Hypotheses are educated guesses about the relationships between things or about what will happen in the future.

____ are educated guesses about the relationships between things or about what will happen in the future.

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

What is true about one-at-a-time marketing research procedures?

The total group a survey researcher is interested in is called the:

A consumer products manufacturer wants consumer reaction to its existing products.When the firm considers interaction is important to stimulate thinking,it should use ________.

In marketing research,a population is a part of the relevant sample.

Which of the following would NOT be a source of primary data?

A research proposal involves interviewing 6 to 10 people in an informal group setting.

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

A good situation analysis is usually expensive and takes more time compared with more formal research efforts,such as a large scale survey.

Which of the following statements about doing a situation analysis is correct?

The function of marketing research is to develop and analyze new information to help marketing managers make better decisions.

The _____ is a decision-making approach that focuses on being objective and orderly in testing ideas before accepting them.

A decision-making approach that focuses on being objective and orderly in testing ideas before accepting them is called the ________ method.

About ________ percent of marketing research spending is for syndicated research.

Which of the following trends creates difficult challenges for marketing managers?

Which of the following is a disadvantage of quantitative research (compared to qualitative research)?

Which method of quantitative research would probably produce the best results when the questions are simple and require only quick "yes" or "no" answers?

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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

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Price Setting in the Business World

Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

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