Question 1

"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 the above. 
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 the above.

Question 2

Which of the following is probably NOT a part of a situation analysis?

Accepted Answer

A)  A marketing manager asks a radio station for a copy of an audience study. 
B)  A marketing analyst determines from a Census publication how many manufacturers are in the Portland area. 
C)  A marketing analyst looks in the Index of Business Periodicals for articles about a large retail chain. 
D)  A computer company asks ten lawyers to participate in a focus group on how they use computers. 
E)  All of the above seem to be part of a situation analysis. 
A)  A marketing manager asks a radio station for a copy of an audience study. 
B)  A marketing analyst determines from a Census publication how many manufacturers are in the Portland area. 
C)  A marketing analyst looks in the Index of Business Periodicals for articles about a large retail chain. 
D)  A computer company asks ten lawyers to participate in a focus group on how they use computers. 
E)  All of the above seem to be part of a situation analysis.

Question 3

A marketing manager wants to know why her sales are down. She talks with several sales reps and finds that a competitor has introduced a successful new product. This "research" seems to be part of

Accepted Answer

A)  the situation analysis. 
B)  the problem solution stage. 
C)  obtaining problem-specific data. 
D)  the data interpretation stage. 
E)  the problem definition stage of the research process. 
A)  the situation analysis. 
B)  the problem solution stage. 
C)  obtaining problem-specific data. 
D)  the data interpretation stage. 
E)  the problem definition stage of the research process.

Question 4

A marketing researcher using the scientific method develops and tests hypotheses about the relationships between things or about what will happen in the future.

Accepted Answer

A) True 
 B)False

Question 5

A ten-minute personal interview with a shopper in a shopping mall to determine shopping intentions is an example of:

Accepted Answer

A)  an experiment. 
B)  an observation study. 
C)  a focus group interview. 
D)  a situation analysis. 
E)  none of the above. 
A)  an experiment. 
B)  an observation study. 
C)  a focus group interview. 
D)  a situation analysis. 
E)  none of the above.

Question 6

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 the above is true. 
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 the above is true.

Question 7

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 8

Access to information on an intranet is usually limited to a firm's own employees.

Accepted Answer

A) True 
 B)False

Question 9

A situation analysis

Accepted Answer

A)  can never eliminate the need for further research. 
B)  is used primarily in the problem solving step. 
C)  is expensive compared with more formal research efforts. 
D)  can be very informative, but takes little time. 
E)  must be quantitative to be useful. 
A)  can never eliminate the need for further research. 
B)  is used primarily in the problem solving step. 
C)  is expensive compared with more formal research efforts. 
D)  can be very informative, but takes little time. 
E)  must be quantitative to be useful.

Question 10

Managers at Wayzata Communications, an Internet service provider, want access to a continual flow of information about their market -- available whenever they need it. Wayzata managers need a(n)

Accepted Answer

A)  marketing information system. 
B)  intranet. 
C)  data warehouse. 
D)  customer relationship management system. 
E)  program for rapid information sources. 
A)  marketing information system. 
B)  intranet. 
C)  data warehouse. 
D)  customer relationship management system. 
E)  program for rapid information sources.

Question 11

A DSS typically helps change raw data into more useful data.

Accepted Answer

A) True 
 B)False

Question 12

Decision support systems that include marketing models help managers by showing the relationships among marketing variables.

Accepted Answer

A) True 
 B)False

Question 13

All marketing research projects are worthwhile because they gather new information--even if the research doesn't have action implications.

Accepted Answer

A) True 
 B)False

Question 14

Marketing research:

Accepted Answer

A)  should be planned by research specialists who understand research techniques better than marketing managers. 
B)  is needed to keep marketing managers in touch with their markets. 
C)  consists mainly of survey design and statistical techniques. 
D)  is only needed by producers who have long channels of distribution. 
E)  All of the above. 
A)  should be planned by research specialists who understand research techniques better than marketing managers. 
B)  is needed to keep marketing managers in touch with their markets. 
C)  consists mainly of survey design and statistical techniques. 
D)  is only needed by producers who have long channels of distribution. 
E)  All of the above.

Question 15

A firm intends to use an online survey questionnaire in a marketing research project. Compared to a mail survey:

Accepted Answer

A)  feedback will likely be faster online. 
B)  the response rate will likely be lower online. 
C)  respondents will likely be younger and better educated online. 
D)  costs will likely be less online. 
E)  all of the above. 
A)  feedback will likely be faster online. 
B)  the response rate will likely be lower online. 
C)  respondents will likely be younger and better educated online. 
D)  costs will likely be less online. 
E)  all of the above.

Question 16

Qualitative research, compared to quantitative research:

Accepted Answer

A)  Asks closed-ended questions. 
B)  Asks yes or no type questions. 
C)  Provides more representative samples of consumers. 
D)  Relies on open-ended questioning. 
E)  Uses statistics to analyze data. 
A)  Asks closed-ended questions. 
B)  Asks yes or no type questions. 
C)  Provides more representative samples of consumers. 
D)  Relies on open-ended questioning. 
E)  Uses statistics to analyze data.

Question 17

A research proposal

Accepted Answer

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

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

The most difficult and important step in the scientific approach to marketing research is:

Accepted Answer

A)  defining the problem. 
B)  interpreting the data. 
C)  solving the problem. 
D)  analyzing the situation. 
E)  getting problem-specific data. 
A)  defining the problem. 
B)  interpreting the data. 
C)  solving the problem. 
D)  analyzing the situation. 
E)  getting problem-specific data.

Question 20

A marketing model is a

Accepted Answer

A)  procedure that develops and analyzes new information about a market. 
B)  detailed breakdown of a company's sales records. 
C)  plan that specifies what information will be obtained and how. 
D)  statement of relationships among marketing variables. 
E)  software that organizes incoming information into a data warehouse. 
A)  procedure that develops and analyzes new information about a market. 
B)  detailed breakdown of a company's sales records. 
C)  plan that specifies what information will be obtained and how. 
D)  statement of relationships among marketing variables. 
E)  software that organizes incoming information into a data warehouse.

Exam 8: Improving Decisions With Marketing Information

"Qualitative research" involves:

Which of the following is probably NOT a part of a situation analysis?

A marketing manager wants to know why her sales are down. She talks with several sales reps and finds that a competitor has introduced a successful new product. This "research" seems to be part of

A marketing researcher using the scientific method develops and tests hypotheses about the relationships between things or about what will happen in the future.

A ten-minute personal interview with a shopper in a shopping mall to determine shopping intentions is an example of:

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

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

Access to information on an intranet is usually limited to a firm's own employees.

A situation analysis

Managers at Wayzata Communications, an Internet service provider, want access to a continual flow of information about their market -- available whenever they need it. Wayzata managers need a(n)

A DSS typically helps change raw data into more useful data.

Decision support systems that include marketing models help managers by showing the relationships among marketing variables.

All marketing research projects are worthwhile because they gather new information--even if the research doesn't have action implications.

Marketing research:

A firm intends to use an online survey questionnaire in a marketing research project. Compared to a mail survey:

Qualitative research, compared to quantitative research:

A research proposal

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

The most difficult and important step in the scientific approach to marketing research is:

A marketing model is a

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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

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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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