Question 1

To get problem-specific data,a marketing researcher would use:

Accepted Answer

A)  the experimental method. 
B)  a questioning method. 
C)  an observing method. 
D)  consumer panels and focus groups. 
E)  Any or all of these could be used. 
A)  the experimental method. 
B)  a questioning method. 
C)  an observing method. 
D)  consumer panels and focus groups. 
E)  Any or all of these could be used.

Question 2

Defining the problem is often the most difficult step in the marketing research process.

Accepted Answer

A) True 
 B)False

Question 3

Response rate is the percentage of people contacted who complete a given questionnaire.

Accepted Answer

A) True 
 B)False

Question 4

What is the significance of a research proposal in a marketing research process?

Accepted Answer

A)  It develops and analyzes new information about a market. 
B)  It specifies what information will be obtained and how. 
C)  It is an informal study of what information is already available in the problem area. 
D)  It seeks in-depth, open-ended responses, not yes or no answers. 
E)  It provides results in a typical database format for standard website search engines to use. 
A)  It develops and analyzes new information about a market. 
B)  It specifies what information will be obtained and how. 
C)  It is an informal study of what information is already available in the problem area. 
D)  It seeks in-depth, open-ended responses, not yes or no answers. 
E)  It provides results in a typical database format for standard website search engines to use.

Question 5

When a marketing manager searches the Internet to find information about a research problem,this is an example of a(n)________.

Accepted Answer

A)  intranet 
B)  experiment 
C)  hypothesis testing 
D)  situation analysis 
E)  data warehouse 
A)  intranet 
B)  experiment 
C)  hypothesis testing 
D)  situation analysis 
E)  data warehouse

Question 6

J.D.Power's surveys of customer satisfaction are a popular example of syndicated research.

Accepted Answer

A) True 
 B)False

Question 7

Since marketing managers have to be able to evaluate research results,they should be involved in the design of research projects-even though they may not be research specialists.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following observations about the use of a marketing information system (MIS)is FALSE?

Accepted Answer

A)  Not every firm has a complete MIS. 
B)  An MIS tends to focus on recurring information needs. 
C)  For most firms it pays to wait to until you have important questions you can't answer. 
D)  It is the job of the MIS specialist to ask for the right information in the right form. 
E)  An MIS shouldn't be the only source of information for managers while making decisions. 
A)  Not every firm has a complete MIS. 
B)  An MIS tends to focus on recurring information needs. 
C)  For most firms it pays to wait to until you have important questions you can't answer. 
D)  It is the job of the MIS specialist to ask for the right information in the right form. 
E)  An MIS shouldn't be the only source of information for managers while making decisions.

Question 9

Marketing manager Carl Hammer looked through his marketing information system where he learned who was buying his product and where.He was looking at ________.

Accepted Answer

A)  raw data 
B)  information 
C)  a marketing model 
D)  big insights 
E)  knowledge network 
A)  raw data 
B)  information 
C)  a marketing model 
D)  big insights 
E)  knowledge network

Question 10

Quantitative research:

Accepted Answer

A)  Involves structured responses that can be summarized. 
B)  Is not a good method for measuring consumer attitudes and opinions. 
C)  Mainly uses small samples of respondents. 
D)  Is only possible by using a mail survey. 
E)  Relies on open-ended responses to survey questions instead of multiple-choice responses. 
A)  Involves structured responses that can be summarized. 
B)  Is not a good method for measuring consumer attitudes and opinions. 
C)  Mainly uses small samples of respondents. 
D)  Is only possible by using a mail survey. 
E)  Relies on open-ended responses to survey questions instead of multiple-choice responses.

Question 11

During the situation analysis,marketing researchers may talk to informed people within the company,study internal records,search libraries for available information,or browse the Internet with a search engine.

Accepted Answer

A) True 
 B)False

Question 12

An information gathering process in which the responses of two or more groups which are similar except on the characteristic being tested are compared is called ________ method.

Accepted Answer

A)  focus group 
B)  random 
C)  observing 
D)  experimental 
E)  qualitative questioning 
A)  focus group 
B)  random 
C)  observing 
D)  experimental 
E)  qualitative questioning

Question 13

"Qualitative research" involves:

Accepted Answer

A)  talks with the firm's own managers. 
B)  questioning to obtain in-depth open-ended responses. 
C)  "yes-no" questionnaires. 
D)  studying secondary data. 
E)  None of these is a good choice. 
A)  talks with the firm's own managers. 
B)  questioning to obtain in-depth open-ended responses. 
C)  "yes-no" questionnaires. 
D)  studying secondary data. 
E)  None of these is a good choice.

Question 14

Often the most difficult step in the marketing research process is:

Accepted Answer

A)  analyzing the situation. 
B)  defining the problem. 
C)  getting problem-specific data. 
D)  interpreting the data. 
E)  None of these is a good choice. 
A)  analyzing the situation. 
B)  defining the problem. 
C)  getting problem-specific data. 
D)  interpreting the data. 
E)  None of these is a good choice.

Question 15

Which of the following is usually the most expensive way to collect data from consumers?

Accepted Answer

A)  Telephone surveys 
B)  E-mail surveys 
C)  Online surveys 
D)  Mail surveys 
E)  Personal interviews 
A)  Telephone surveys 
B)  E-mail surveys 
C)  Online surveys 
D)  Mail surveys 
E)  Personal interviews

Question 16

The government,advertising agencies,newspapers,and research subscription services are all major sources of primary data.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is NOT likely to be included in a research proposal?

Accepted Answer

A)  How long the research will take. 
B)  Preliminary recommendations on how to solve the problem. 
C)  Information about what the research will cost. 
D)  A description of what data will be collected. 
E)  A description of how data will be collected. 
A)  How long the research will take. 
B)  Preliminary recommendations on how to solve the problem. 
C)  Information about what the research will cost. 
D)  A description of what data will be collected. 
E)  A description of how data will be collected.

Question 18

In its raw form,marketing managers find data useful.

Accepted Answer

A) True 
 B)False

Question 19

The research proposal may include information about all of the following except

Accepted Answer

A)  what the costs will be. 
B)  who will analyze the data. 
C)  what data will be collected. 
D)  how long the process will take. 
E)  what the possible solutions are. 
A)  what the costs will be. 
B)  who will analyze the data. 
C)  what data will be collected. 
D)  how long the process will take. 
E)  what the possible solutions are.

Question 20

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.

Exam 9: Improving Decisions With Marketing Information

To get problem-specific data,a marketing researcher would use:

Defining the problem is often the most difficult step in the marketing research process.

Response rate is the percentage of people contacted who complete a given questionnaire.

What is the significance of a research proposal in a marketing research process?

When a marketing manager searches the Internet to find information about a research problem,this is an example of a(n)________.

J.D.Power's surveys of customer satisfaction are a popular example of syndicated research.

Since marketing managers have to be able to evaluate research results,they should be involved in the design of research projects-even though they may not be research specialists.

Which of the following observations about the use of a marketing information system (MIS)is FALSE?

Marketing manager Carl Hammer looked through his marketing information system where he learned who was buying his product and where.He was looking at ________.

Quantitative research:

During the situation analysis,marketing researchers may talk to informed people within the company,study internal records,search libraries for available information,or browse the Internet with a search engine.

An information gathering process in which the responses of two or more groups which are similar except on the characteristic being tested are compared is called ________ method.

"Qualitative research" involves:

Often the most difficult step in the marketing research process is:

Which of the following is usually the most expensive way to collect data from consumers?

The government,advertising agencies,newspapers,and research subscription services are all major sources of primary data.

Which of the following is NOT likely to be included in a research proposal?

In its raw form,marketing managers find data useful.

The research proposal may include information about all of the following except

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

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

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