Question 1

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

Accepted Answer

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

Question 2

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

Accepted Answer

A) True 
 B)False  True

Question 3

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

Accepted Answer

A) True 
 B)False  False

Question 4

Marketing research focuses on changing information needs while an MIS focuses on recurring information needs.

Accepted Answer

A) True 
 B)False

Question 5

Specialized search engines like Blogdex and Google Groups can locate websites that allow marketing managers to listen in or ask questions as customers chat about companies and brands.

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

A)  Active marketing 
B)  Manufacturing information system 
C)  Marketing research 
D)  Marketing information system 
E)  Target marketing 
A)  Active marketing 
B)  Manufacturing information system 
C)  Marketing research 
D)  Marketing information system 
E)  Target marketing

Question 7

A marketing researcher wants to do in-depth research on business customers' experiences with the company's products. She is MOST likely to get what she wants if she uses

Accepted Answer

A)  an e-mail survey. 
B)  the focus group approach. 
C)  the observation approach. 
D)  personal interviews. 
E)  None of the above is very useful for getting in-depth information about business customers' attitudes. 
A)  an e-mail survey. 
B)  the focus group approach. 
C)  the observation approach. 
D)  personal interviews. 
E)  None of the above is very useful for getting in-depth information about business customers' attitudes.

Question 8

This frequently used approach for analyzing and interpreting marketing research data shows the relationship of answers to two different questions.

Accepted Answer

A)  Observation 
B)  Focus group interviews 
C)  Online response rates analysis 
D)  Experimental approach 
E)  Cross-tabulation 
A)  Observation 
B)  Focus group interviews 
C)  Online response rates analysis 
D)  Experimental approach 
E)  Cross-tabulation

Question 9

The marketing manager at Massimino & McCarthy, a chain of retail stores that sells men's clothing, is reviewing marketing research data to try to determine if changes in marketing strategy are needed. Which of the following sources of data would be a secondary data source?

Accepted Answer

A)  Looking through the company's marketing information system to see past sales trends. 
B)  Reviewing videotapes of a recent focus group. 
C)  Making phone calls to some of the best customers to learn their interest in a new line of clothing. 
D)  Spending time in stores observing customers' behavior. 
E)  Looking through the results of an online customer satisfaction survey. 
A)  Looking through the company's marketing information system to see past sales trends. 
B)  Reviewing videotapes of a recent focus group. 
C)  Making phone calls to some of the best customers to learn their interest in a new line of clothing. 
D)  Spending time in stores observing customers' behavior. 
E)  Looking through the results of an online customer satisfaction survey.

Question 10

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 11

With focus group interviews,

Accepted Answer

A)  consumers talk as a group for about 10 minutes, and then meet individually with an interviewer. 
B)  it is typical for the researcher to develop quantitative summaries of the results. 
C)  marketing managers can estimate the size of the market for a new product. 
D)  the objective is to get the group to interact, so that many ideas are generated. 
E)  researchers try to select a large sample so they can extend the results to the whole population. 
A)  consumers talk as a group for about 10 minutes, and then meet individually with an interviewer. 
B)  it is typical for the researcher to develop quantitative summaries of the results. 
C)  marketing managers can estimate the size of the market for a new product. 
D)  the objective is to get the group to interact, so that many ideas are generated. 
E)  researchers try to select a large sample so they can extend the results to the whole population.

Question 12

Much of the secondary data on the Internet is stored in database formats that standard website search engines cannot find.

Accepted Answer

A) True 
 B)False

Question 13

Juan Quito, marketing manager at Branded Food Co., reviewed his ______, the up-to-the minute marketing data on his computer screen. It was organized in an easy-to-read format and customized to his area of responsibility.

Accepted Answer

A)  intranet 
B)  marketing dashboard 
C)  internal data sources 
D)  data warehouse 
E)  internal search engine 
A)  intranet 
B)  marketing dashboard 
C)  internal data sources 
D)  data warehouse 
E)  internal search engine

Question 14

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 15

Which of the following statements concerning secondary data is correct?

Accepted Answer

A)  Secondary data usually takes longer to obtain than primary data. 
B)  Secondary data is only available within the firm. 
C)  Secondary data was originally collected for some other purpose. 
D)  All of the above are correct. 
E)  None of the above are correct. 
A)  Secondary data usually takes longer to obtain than primary data. 
B)  Secondary data is only available within the firm. 
C)  Secondary data was originally collected for some other purpose. 
D)  All of the above are correct. 
E)  None of the above are correct.

Question 16

A focus group interview involves interviewing 6 to 10 people in an informal group setting.

Accepted Answer

A) True 
 B)False

Question 17

When getting information for marketing decisions, the marketing manager:

Accepted Answer

A)  may use both internal and external sources of information. 
B)  may need to make some decisions based on incomplete information. 
C)  may need to rely on his or her own instincts to make some decisions. 
D)  should have access to ongoing information about business performance. 
E)  all of the above. 
A)  may use both internal and external sources of information. 
B)  may need to make some decisions based on incomplete information. 
C)  may need to rely on his or her own instincts to make some decisions. 
D)  should have access to ongoing information about business performance. 
E)  all of the above.

Question 18

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 19

Search engines use words or phrases to guide the search for information.

Accepted Answer

A) True 
 B)False

Question 20

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

Exam 8: Improving Decisions With Marketing Information

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

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

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

Marketing research focuses on changing information needs while an MIS focuses on recurring information needs.

Specialized search engines like Blogdex and Google Groups can locate websites that allow marketing managers to listen in or ask questions as customers chat about companies and brands.

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

A marketing researcher wants to do in-depth research on business customers' experiences with the company's products. She is MOST likely to get what she wants if she uses

This frequently used approach for analyzing and interpreting marketing research data shows the relationship of answers to two different questions.

The marketing manager at Massimino & McCarthy, a chain of retail stores that sells men's clothing, is reviewing marketing research data to try to determine if changes in marketing strategy are needed. Which of the following sources of data would be a secondary data source?

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

With focus group interviews,

Much of the secondary data on the Internet is stored in database formats that standard website search engines cannot find.

Juan Quito, marketing manager at Branded Food Co., reviewed his ______, the up-to-the minute marketing data on his computer screen. It was organized in an easy-to-read format and customized to his area of responsibility.

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

Which of the following statements concerning secondary data is correct?

A focus group interview involves interviewing 6 to 10 people in an informal group setting.

When getting information for marketing decisions, the marketing manager:

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

Search engines use words or phrases to guide the search for information.

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.

Marketings Value to Consumers, Firms, and Society

Marketing Strategy Planning

Evaluating Opportunities in the Changing Marketing Environment

Focusing Marketing Strategy With Segmentation and Positioning

Demographic Dimensions of Global Consumer Markets

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, Publicity, and Sales Promotion

Pricing Objectives and Policies

Price Setting in the Business World

Implementing and Controlling Marketing Plans: Evolution and Revolution

Managing Marketings Link With Other Functional Areas

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

Economics Fundamentals

Marketing Arithmetic

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