Question 1

Educated guesses about the relationships between things or about what will happen in the future are:

Accepted Answer

A)  theories. 
B)  laws. 
C)  "facts." 
D)  hypotheses. 
E)  None of the above. 
A)  theories. 
B)  laws. 
C)  "facts." 
D)  hypotheses. 
E)  None of the above.

Question 2

Which variation of personal interview surveys helps reduce the cost of locating consumer respondents?

Accepted Answer

A)  Pull interviews 
B)  Mall intercept interviews 
C)  Push interviews 
D)  Perception interviews 
A)  Pull interviews 
B)  Mall intercept interviews 
C)  Push interviews 
D)  Perception interviews

Question 3

A decision support system (DSS) is a computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions.

Accepted Answer

A) True 
 B)False

Question 4

A search engine may make it easier for a marketing manager to get information from the Internet, but it would not be useful on an intranet.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is NOT a good example of the observation method of marketing research?

Accepted Answer

A)  The manager of a supermarket occasionally walks through the store to see what customers are doing. 
B)  A drugstore installs optical scanners at its checkout counters. 
C)  The owner of a shopping center puts a counting device at the entrance to count how many cars come in. 
D)  A store manager studies videotapes of consumers shopping in the store. 
E)  All of the above are good examples of observation research. 
A)  The manager of a supermarket occasionally walks through the store to see what customers are doing. 
B)  A drugstore installs optical scanners at its checkout counters. 
C)  The owner of a shopping center puts a counting device at the entrance to count how many cars come in. 
D)  A store manager studies videotapes of consumers shopping in the store. 
E)  All of the above are good examples of observation research.

Question 6

Secondary data from federal government sources

Accepted Answer

A)  is readily available, but there is usually not much information at state and local levels. 
B)  focuses mostly on agriculture. 
C)  is often very helpful for estimating the size of a market. 
D)  is only available from the Commerce Department in Washington. 
E)  None of the above is true. 
A)  is readily available, but there is usually not much information at state and local levels. 
B)  focuses mostly on agriculture. 
C)  is often very helpful for estimating the size of a market. 
D)  is only available from the Commerce Department in Washington. 
E)  None of the above is true.

Question 7

Which of the following is the correct sequence of steps in the marketing research process?

Accepted Answer

A)  Getting problem-specific data; interpreting data; defining the problem; analyzing the situation; solving the problem. 
B)  Analyzing the situation; getting problem-specific data; interpreting data; defining the problem; solving the problem. 
C)  Defining the problem; getting problem-specific data; interpreting data; analyzing the situation; solving the problem. 
D)  Defining the problem; analyzing the situation; getting problem-specific data; interpreting the data; solving the problem. 
E)  None of the above. 
A)  Getting problem-specific data; interpreting data; defining the problem; analyzing the situation; solving the problem. 
B)  Analyzing the situation; getting problem-specific data; interpreting data; defining the problem; solving the problem. 
C)  Defining the problem; getting problem-specific data; interpreting data; analyzing the situation; solving the problem. 
D)  Defining the problem; analyzing the situation; getting problem-specific data; interpreting the data; solving the problem. 
E)  None of the above.

Question 8

During the situation analysis, a marketing researcher will evaluate primary data rather than secondary data.

Accepted Answer

A) True 
 B)False

Question 9

In the observation method, researchers try to see or record what the subject does naturally.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following statements about using the Internet to gather secondary information is FALSE?

Accepted Answer

A)  Internet searches often identify too many irrelevant sources. 
B)  Information on the Internet is readily available and very reliable. 
C)  Much of the information stored on the Internet is in database formats. 
D)  The key to the Internet is finding what's needed. 
E)  Powerful Internet search engines provide lists of links to websites that include words specified by the researcher. 
A)  Internet searches often identify too many irrelevant sources. 
B)  Information on the Internet is readily available and very reliable. 
C)  Much of the information stored on the Internet is in database formats. 
D)  The key to the Internet is finding what's needed. 
E)  Powerful Internet search engines provide lists of links to websites that include words specified by the researcher.

Question 11

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 12

_____ are the most widely used form of qualitative questioning in marketing research.

Accepted Answer

A)  Focus group interviews 
B)  Situation analyses 
C)  Telephone surveys 
D)  Direct observations of customers 
E)  Experimental research studies 
A)  Focus group interviews 
B)  Situation analyses 
C)  Telephone surveys 
D)  Direct observations of customers 
E)  Experimental research studies

Educated guesses about the relationships between things or about what will happen in the future are:

Which variation of personal interview surveys helps reduce the cost of locating consumer respondents?

A decision support system (DSS) is a computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions.

A search engine may make it easier for a marketing manager to get information from the Internet, but it would not be useful on an intranet.

Which of the following is NOT a good example of the observation method of marketing research?

Secondary data from federal government sources

Which of the following is the correct sequence of steps in the marketing research process?

During the situation analysis, a marketing researcher will evaluate primary data rather than secondary data.

In the observation method, researchers try to see or record what the subject does naturally.

Which of the following statements about using the Internet to gather secondary information is FALSE?

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

_____ are the most widely used form of qualitative questioning in marketing research.

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

Filters

Exam 8: Improving Decisions With Marketing Information

Educated guesses about the relationships between things or about what will happen in the future are:

Which variation of personal interview surveys helps reduce the cost of locating consumer respondents?

A decision support system (DSS) is a computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions.

A search engine may make it easier for a marketing manager to get information from the Internet, but it would not be useful on an intranet.

Which of the following is NOT a good example of the observation method of marketing research?

Secondary data from federal government sources

Which of the following is the correct sequence of steps in the marketing research process?

During the situation analysis, a marketing researcher will evaluate primary data rather than secondary data.

In the observation method, researchers try to see or record what the subject does naturally.

Which of the following statements about using the Internet to gather secondary information is FALSE?

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

_____ are the most widely used form of qualitative questioning in marketing research.

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

Filters