Question 1

Setting up a marketing information system can be valuable to marketing managers because

Accepted Answer

A)  most companies have much useful information, but it often isn't available or accessible when the manager needs it. 
B)  most market-oriented companies only need a certain type of information once or twice. 
C)  marketing research data is rarely as accurate as data from a marketing information system. 
D)  market-oriented managers can always use more data. 
E)  a company that can't afford marketing research should at least have a marketing information system. 
A)  most companies have much useful information, but it often isn't available or accessible when the manager needs it. 
B)  most market-oriented companies only need a certain type of information once or twice. 
C)  marketing research data is rarely as accurate as data from a marketing information system. 
D)  market-oriented managers can always use more data. 
E)  a company that can't afford marketing research should at least have a marketing information system.

Question 2

____ is an example of a primary data source.

Accepted Answer

A)  Cost data 
B)  A marketing information system 
C)  Company files 
D)  Observation 
E)  Library 
A)  Cost data 
B)  A marketing information system 
C)  Company files 
D)  Observation 
E)  Library

Question 3

Applying the experimental method in marketing research usually means the responses of groups are compared.

Accepted Answer

A) True 
 B)False

Question 4

Marketing research:

Accepted Answer

A)  should be planned by research specialists who understand research techniques better than marketing managers. 
B)  is only needed by producers who use long channels of distribution. 
C)  should be planned by marketing managers--who understand the problem--not researchers. 
D)  is not needed by business marketers because their needs are different. 
E)  can get changing information that is not available in the MIS. 
A)  should be planned by research specialists who understand research techniques better than marketing managers. 
B)  is only needed by producers who use long channels of distribution. 
C)  should be planned by marketing managers--who understand the problem--not researchers. 
D)  is not needed by business marketers because their needs are different. 
E)  can get changing information that is not available in the MIS.

Question 5

Reshma Ananda, a marketing manager for the Grocery SuperStore retail chain, fired up a computer program that gave her ready access to information about product availability and customer buying that helped her immediately set prices for bananas and cherries. This type of computer program is called ______.

Accepted Answer

A)  a decision support system 
B)  a marketing model 
C)  an Internet 
D)  a price setting 
E)  statistical analysis software 
A)  a decision support system 
B)  a marketing model 
C)  an Internet 
D)  a price setting 
E)  statistical analysis software

Question 6

A fast-food chain is redesigning its restaurants. One of the main questions facing the chain's management is, "Should the new restaurant design include a salad bar?" A researcher in the company finds an article in a restaurant trade magazine containing the results of a study about salad bars. The results indicate that salad bars are costly to maintain and are not a major attraction to consumers. Based on this information, management decides that it will not have a salad bar as part of the new restaurant design. This example illustrates the point that:

Accepted Answer

A)  Situation analysis sometimes eliminates the need for conducting further research in a problem area. 
B)  Situation analysis is very costly in terms of time and money. 
C)  Secondary data from sources outside the company is always better than secondary data from sources inside the company. 
D)  Secondary data from private sources is always better than secondary data from government sources. 
E)  Collecting primary data is always necessary in order to make good decisions. 
A)  Situation analysis sometimes eliminates the need for conducting further research in a problem area. 
B)  Situation analysis is very costly in terms of time and money. 
C)  Secondary data from sources outside the company is always better than secondary data from sources inside the company. 
D)  Secondary data from private sources is always better than secondary data from government sources. 
E)  Collecting primary data is always necessary in order to make good decisions.

Question 7

A marketing researcher wants to do a survey to probe in-depth consumer attitudes about their experiences with the company's products. He is LEAST likely to get what he wants if he uses:

Accepted Answer

A)  personal interviews. 
B)  online focus groups. 
C)  telephone interviews. 
D)  a mail survey. 
E)  None of the above is very useful for getting in-depth information about consumer attitudes. 
A)  personal interviews. 
B)  online focus groups. 
C)  telephone interviews. 
D)  a mail survey. 
E)  None of the above is very useful for getting in-depth information about consumer attitudes.

Question 8

The scientific method

Accepted Answer

A)  rejects the idea that marketing managers can make "educated guesses" about marketing relationships. 
B)  is an orderly way of presenting your point of view. 
C)  assumes that statistical analysis provides the only basis for rejecting an hypothesis. 
D)  All of the above are true. 
E)  None of the above is true. 
A)  rejects the idea that marketing managers can make "educated guesses" about marketing relationships. 
B)  is an orderly way of presenting your point of view. 
C)  assumes that statistical analysis provides the only basis for rejecting an hypothesis. 
D)  All of the above are true. 
E)  None of the above is true.

Question 9

Open-ended questions are less likely to be asked in quantitative research than in qualitative research.

Accepted Answer

A) True 
 B)False

Question 10

The two basic methods for obtaining primary information about customers are

Accepted Answer

A)  defining and analyzing. 
B)  questioning and observing. 
C)  intranet and data from private research organizations. 
D)  marketing information systems and cost data. 
E)  Internet search and library search. 
A)  defining and analyzing. 
B)  questioning and observing. 
C)  intranet and data from private research organizations. 
D)  marketing information systems and cost data. 
E)  Internet search and library search.

Question 11

Only about 25 percent of marketing research spending is for syndicated research.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

The _____ is a decision-making approach 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 14

One weakness of telephone interviews is that they do not allow an interviewer to probe and really learn what the respondent is thinking.

Accepted Answer

A) True 
 B)False

Question 15

A decision support system

Accepted Answer

A)  focuses only on numerical data. 
B)  typically helps change raw data into more useful information. 
C)  organizes incoming information into a data warehouse. 
D)  is a place where databases are stored so that they are available when needed. 
E)  is a system for linking computers within a company. 
A)  focuses only on numerical data. 
B)  typically helps change raw data into more useful information. 
C)  organizes incoming information into a data warehouse. 
D)  is a place where databases are stored so that they are available when needed. 
E)  is a system for linking computers within a company.

Question 16

The first thing a marketing manager should do if one of his firm's products drops in sales volume is:

Accepted Answer

A)  conduct a survey to see what is wrong. 
B)  define the problem. 
C)  set research priorities. 
D)  do a situation analysis. 
E)  interview representative customers. 
A)  conduct a survey to see what is wrong. 
B)  define the problem. 
C)  set research priorities. 
D)  do a situation analysis. 
E)  interview representative customers.

Question 17

Nielsen's TV audience research and Arbitron's radio audience research illustrate that observing is a common research method in advertising.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following would be a source of primary data?

Accepted Answer

A)  U.S. Census Bureau reports. 
B)  Company records on sales, costs, and advertising. 
C)  Market tests. 
D)  All of the above. 
E)  B and C only. 
A)  U.S. Census Bureau reports. 
B)  Company records on sales, costs, and advertising. 
C)  Market tests. 
D)  All of the above. 
E)  B and C only.

Question 19

Why are personal interviews usually preferred for research with business customers?

Accepted Answer

A)  They are usually less expensive per interview than mail or telephone surveys. 
B)  The interviewer can explain complicated directions and perhaps get better responses. 
C)  They are more convenient than mail or telephone surveys. 
D)  They are effective for getting quick answers to simple questions. 
E)  None of the above is correct. 
A)  They are usually less expensive per interview than mail or telephone surveys. 
B)  The interviewer can explain complicated directions and perhaps get better responses. 
C)  They are more convenient than mail or telephone surveys. 
D)  They are effective for getting quick answers to simple questions. 
E)  None of the above is correct.

Question 20

Information is obtained on a continuing basis from the same respondents using a:

Accepted Answer

A)  contributor group. 
B)  consumer panel. 
C)  responder group. 
D)  consumer experiment. 
E)  statistical package. 
A)  contributor group. 
B)  consumer panel. 
C)  responder group. 
D)  consumer experiment. 
E)  statistical package.

Exam 8: Improving Decisions With Marketing Information

Setting up a marketing information system can be valuable to marketing managers because

____ is an example of a primary data source.

Applying the experimental method in marketing research usually means the responses of groups are compared.

Marketing research:

A marketing researcher wants to do a survey to probe in-depth consumer attitudes about their experiences with the company's products. He is LEAST likely to get what he wants if he uses:

The scientific method

Open-ended questions are less likely to be asked in quantitative research than in qualitative research.

The two basic methods for obtaining primary information about customers are

Only about 25 percent of marketing research spending is for syndicated research.

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

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

One weakness of telephone interviews is that they do not allow an interviewer to probe and really learn what the respondent is thinking.

A decision support system

The first thing a marketing manager should do if one of his firm's products drops in sales volume is:

Nielsen's TV audience research and Arbitron's radio audience research illustrate that observing is a common research method in advertising.

Which of the following would be a source of primary data?

Why are personal interviews usually preferred for research with business customers?

Information is obtained on a continuing basis from the same respondents using a:

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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