Question 1

What is the first step in the marketing research process?

Accepted Answer

A)  Analyzing the situation 
B)  Interpreting the data 
C)  Defining the problem 
D)  Getting problem-specific data 
E)  Solving the problem 
A)  Analyzing the situation 
B)  Interpreting the data 
C)  Defining the problem 
D)  Getting problem-specific data 
E)  Solving the problem

Question 2

A research proposal involves interviewing 6 to 10 people in an informal group setting.

Accepted Answer

A) True 
 B)False

Question 3

Quantitative marketing research

Accepted Answer

A)  usually makes it easier and faster for respondents to answer the questions (compared to qualitative research). 
B)  can use a large, representative sample. 
C)  data can be collected by mail, e-mail, online, telephone, or personal interviews. 
D)  makes it easier for the research analyst to summarize answers. 
E)  All of the above are true. 
A)  usually makes it easier and faster for respondents to answer the questions (compared to qualitative research). 
B)  can use a large, representative sample. 
C)  data can be collected by mail, e-mail, online, telephone, or personal interviews. 
D)  makes it easier for the research analyst to summarize answers. 
E)  All of the above are true.

Question 4

Which of the following statements BEST reflects the point of view of the text with respect to marketing research?

Accepted Answer

A)  "We don't use computers, surveys and the like because marketing's information needs are usually not that precise anyway." 
B)  "When we work with outside marketing research specialists, we expect them to take the time to really understand the problem we are trying to solve." 
C)  "As marketing manager, I feel that the marketing researchers should be left alone to do their research--since they often come up with interesting suggestions." 
D)  "As marketing research director, I should know the marketing manager's position in advance, so we can prove it is correct if possible." 
E)  "Our company is very small, but we should have our own marketing research department anyway--to get the information we need to make good decisions." 
A)  "We don't use computers, surveys and the like because marketing's information needs are usually not that precise anyway." 
B)  "When we work with outside marketing research specialists, we expect them to take the time to really understand the problem we are trying to solve." 
C)  "As marketing manager, I feel that the marketing researchers should be left alone to do their research--since they often come up with interesting suggestions." 
D)  "As marketing research director, I should know the marketing manager's position in advance, so we can prove it is correct if possible." 
E)  "Our company is very small, but we should have our own marketing research department anyway--to get the information we need to make good decisions."

Question 5

A marketing information system (MIS) includes all of the following except:

Accepted Answer

A)  Data warehouses. 
B)  Decision support systems. 
C)  Internet support systems. 
D)  Marketing models. 
E)  Tools to access multimedia data. 
A)  Data warehouses. 
B)  Decision support systems. 
C)  Internet support systems. 
D)  Marketing models. 
E)  Tools to access multimedia data.

Question 6

Identify the INCORRECT statement about marketing research.

Accepted Answer

A)  Most small companies have a separate marketing research department. 
B)  People in marketing research departments often rely on outside specialists. 
C)  Some nonprofit organizations have begun to use marketing research. 
D)  Nonprofit organizations usually need the help of outside specialists to do marketing research. 
E)  Marketing research may involve use of questionnaires, interviews with customers, experiments, etc. 
A)  Most small companies have a separate marketing research department. 
B)  People in marketing research departments often rely on outside specialists. 
C)  Some nonprofit organizations have begun to use marketing research. 
D)  Nonprofit organizations usually need the help of outside specialists to do marketing research. 
E)  Marketing research may involve use of questionnaires, interviews with customers, experiments, etc.

Question 7

A marketing manager should seek help from research only for problems where the risk of a decision can be greatly reduced at a reasonable cost.

Accepted Answer

A) True 
 B)False

Question 8

A marketing manager can use an MIS to conduct sales and perform analyses that show a more detailed breakdown of what's happening.

Accepted Answer

A) True 
 B)False

Question 9

A complete marketing information system:

Accepted Answer

A)  provides a good overall view on many types of problems, but usually cannot provide answers to specific questions. 
B)  eliminates the need for "one-shot" marketing research projects. 
C)  is organized to continually gather data from internal and external sources, including market research studies. 
D)  is usually too complicated for the marketing manager to use without help from data processing specialists. 
E)  All of the above are true. 
A)  provides a good overall view on many types of problems, but usually cannot provide answers to specific questions. 
B)  eliminates the need for "one-shot" marketing research projects. 
C)  is organized to continually gather data from internal and external sources, including market research studies. 
D)  is usually too complicated for the marketing manager to use without help from data processing specialists. 
E)  All of the above are true.

Question 10

The most difficult step of the marketing research process is:

Accepted Answer

A)  analyzing the situation. 
B)  collecting data. 
C)  observation. 
D)  defining the problem. 
E)  interpreting the data. 
A)  analyzing the situation. 
B)  collecting data. 
C)  observation. 
D)  defining the problem. 
E)  interpreting the data.

Question 11

Procedures that develop and analyze new information to help marketing managers make decisions are called:

Accepted Answer

A)  strategy planning. 
B)  operational planning. 
C)  analytical research. 
D)  marketing research. 
E)  statistical techniques. 
A)  strategy planning. 
B)  operational planning. 
C)  analytical research. 
D)  marketing research. 
E)  statistical techniques.

Question 12

Secondary data is information which is already published or collected.

Accepted Answer

A) True 
 B)False

Question 13

Defining the problem is the first step in marketing research--and is usually the easiest job for the researcher.

Accepted Answer

A) True 
 B)False

Question 14

It isn't necessary for marketing managers to be involved with marketing research specialists, since research requires statistical skills which managers usually don't have.

Accepted Answer

A) True 
 B)False

Question 15

Statistical packages are:

Accepted Answer

A)  easy-to-use computer programs that analyze data. 
B)  syndicated research services that do quantitative research. 
C)  procedures used to be sure that a sample is representative. 
D)  product packages that make it possible to collect data at checkout counters. 
E)  None of the above. 
A)  easy-to-use computer programs that analyze data. 
B)  syndicated research services that do quantitative research. 
C)  procedures used to be sure that a sample is representative. 
D)  product packages that make it possible to collect data at checkout counters. 
E)  None of the above.

Question 16

Which of the following is likely to be part of a situation analysis?

Accepted Answer

A)  A marketing analyst looks up data in Advertising Age magazine about expenditures in the firm's market. 
B)  A marketing researcher asks a trade association for one of its reports. 
C)  A marketing manager searches a library directory resource like ipl2. 
D)  All of the above. 
E)  None of the above. 
A)  A marketing analyst looks up data in Advertising Age magazine about expenditures in the firm's market. 
B)  A marketing researcher asks a trade association for one of its reports. 
C)  A marketing manager searches a library directory resource like ipl2. 
D)  All of the above. 
E)  None of the above.

Question 17

________________ ________________ utilizes qualitative and quantitative analysis procedures to help marketing managers make more informed decisions.

Accepted Answer

A)  Marketing planning 
B)  Marketing processing 
C)  Marketing structure 
D)  Marketing research 
E)  Marketing strategy 
A)  Marketing planning 
B)  Marketing processing 
C)  Marketing structure 
D)  Marketing research 
E)  Marketing strategy

Question 18

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 19

Regarding "marketing research" and "marketing information systems":

Accepted Answer

A)  marketing information systems gather, access, and analyze data from intracompany sources, while marketing research handles all external sources. 
B)  both tend to focus on nonrecurring information needs. 
C)  marketing information systems tend to increase the quantity of information available for decision making, but with some decrease in quality. 
D)  most firms have gone "too far" trying to apply modern decision-making techniques. 
E)  None of the above is true. 
A)  marketing information systems gather, access, and analyze data from intracompany sources, while marketing research handles all external sources. 
B)  both tend to focus on nonrecurring information needs. 
C)  marketing information systems tend to increase the quantity of information available for decision making, but with some decrease in quality. 
D)  most firms have gone "too far" trying to apply modern decision-making techniques. 
E)  None of the above is true.

Question 20

Marketing research experiments

Accepted Answer

A)  may be difficult to set up in real world situations. 
B)  may involve a combination of observing and questioning. 
C)  may be disrupted by competitors' promotion or pricing efforts. 
D)  All of the above. 
E)  None of the above. 
A)  may be difficult to set up in real world situations. 
B)  may involve a combination of observing and questioning. 
C)  may be disrupted by competitors' promotion or pricing efforts. 
D)  All of the above. 
E)  None of the above.

Exam 8: Improving Decisions With Marketing Information

What is the first step in the marketing research process?

A research proposal involves interviewing 6 to 10 people in an informal group setting.

Quantitative marketing research

Which of the following statements BEST reflects the point of view of the text with respect to marketing research?

A marketing information system (MIS) includes all of the following except:

Identify the INCORRECT statement about marketing research.

A marketing manager should seek help from research only for problems where the risk of a decision can be greatly reduced at a reasonable cost.

A marketing manager can use an MIS to conduct sales and perform analyses that show a more detailed breakdown of what's happening.

A complete marketing information system:

The most difficult step of the marketing research process is:

Procedures that develop and analyze new information to help marketing managers make decisions are called:

Secondary data is information which is already published or collected.

Defining the problem is the first step in marketing research--and is usually the easiest job for the researcher.

It isn't necessary for marketing managers to be involved with marketing research specialists, since research requires statistical skills which managers usually don't have.

Statistical packages are:

Which of the following is likely to be part of a situation analysis?

________________ ________________ utilizes qualitative and quantitative analysis procedures to help marketing managers make more informed decisions.

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

Regarding "marketing research" and "marketing information systems":

Marketing research experiments

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

utilizes qualitative and quantitative analysis procedures to help marketing managers make more informed decisions.