Question 1

Business market researchers commonly use ______________ because of their flexibility.

Accepted Answer

A)  mail questionnaires 
B)  focus group interviews 
C)  personal interviews 
D)  telephone interviews 
E)  none of the above 
A)  mail questionnaires 
B)  focus group interviews 
C)  personal interviews 
D)  telephone interviews 
E)  none of the above

Question 2

A statistical package is likely to be used with quantitative research, but not with qualitative research.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following statements about doing a situation analysis is correct?

Accepted Answer

A)  There is very little government data on business and commercial markets. 
B)  Doing a good situation analysis is usually much less expensive than collecting primary data. 
C)  There is little value to having a marketing researcher involved because a good marketing manager is able to do what is required. 
D)  All of the above are true. 
E)  None of the above is true. 
A)  There is very little government data on business and commercial markets. 
B)  Doing a good situation analysis is usually much less expensive than collecting primary data. 
C)  There is little value to having a marketing researcher involved because a good marketing manager is able to do what is required. 
D)  All of the above are true. 
E)  None of the above is true.

Question 4

Which of the following statements about a situation analysis is False?

Accepted Answer

A)  A situation analysis is mainly a study of new information that is not already available. 
B)  A situation analysis may involve informal discussions with knowledgeable people. 
C)  A situation analysis may help educate a researcher who is dealing with an unfamiliar subject. 
D)  A situation analysis should include finding relevant secondary data. 
E)  None of the above statements is false. 
A)  A situation analysis is mainly a study of new information that is not already available. 
B)  A situation analysis may involve informal discussions with knowledgeable people. 
C)  A situation analysis may help educate a researcher who is dealing with an unfamiliar subject. 
D)  A situation analysis should include finding relevant secondary data. 
E)  None of the above statements is false.

Question 5

Regarding a marketing information system (MIS):

Accepted Answer

A)  The input of marketing managers is not needed in developing an MIS; marketers should leave everything to information technology specialists. 
B)  Although not every firm has one, MIS use is growing rapidly. 
C)  A good MIS will convert information into raw data. 
D)  An MIS forces managers to make decisions more slowly, because the MIS provides so much information for consideration. 
E)  All of the above. 
A)  The input of marketing managers is not needed in developing an MIS; marketers should leave everything to information technology specialists. 
B)  Although not every firm has one, MIS use is growing rapidly. 
C)  A good MIS will convert information into raw data. 
D)  An MIS forces managers to make decisions more slowly, because the MIS provides so much information for consideration. 
E)  All of the above.

Question 6

Identify the correct sequence in the marketing research process.

Accepted Answer

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

Question 7

In general, a marketing researcher should get some problem-specific data before planning a formal research project.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A)  hypotheses. 
B)  laws. 
C)  proposals. 
D)  theories. 
E)  predictions. 
A)  hypotheses. 
B)  laws. 
C)  proposals. 
D)  theories. 
E)  predictions.

Question 9

Observing--as a method of collecting data--should focus on a well-defined problem.

Accepted Answer

A) True 
 B)False

Question 10

The Cereal Bar, a fast-food restaurant that sells breakfast cereal, wanted to see if a different price for its Wild O's breakfast special would affect demand. So the marketing manager used ________ when she tested two different prices at two different stores and compared sales.

Accepted Answer

A)  idea testing 
B)  segmentation research 
C)  experimental method 
D)  test-marketing 
E)  focus groups 
A)  idea testing 
B)  segmentation research 
C)  experimental method 
D)  test-marketing 
E)  focus groups

Question 11

An outside sales force can provide customers with up-to-date inventory levels, product prices, delivery dates, and so forth by accessing information on the firm's own:

Accepted Answer

A)  marketing model. 
B)  marketing dashboard. 
C)  intranet. 
D)  JIT system. 
E)  EDI system. 
A)  marketing model. 
B)  marketing dashboard. 
C)  intranet. 
D)  JIT system. 
E)  EDI system.

Question 12

A consumer products manufacturer wants consumer reaction to its existing products. Interaction is considered important to stimulate thinking. The firm should use:

Accepted Answer

A)  the observation method. 
B)  focus group interviews. 
C)  the GSR (galvanic skin response) method. 
D)  quantitative interviews. 
E)  telephone interviews. 
A)  the observation method. 
B)  focus group interviews. 
C)  the GSR (galvanic skin response) method. 
D)  quantitative interviews. 
E)  telephone interviews.

Question 13

Often the most difficult step in the marketing research process is:

Accepted Answer

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

Question 14

Quantitative research:

Accepted Answer

A)  Involves structured responses that can be summarized. 
B)  Is not a good method for measuring consumer attitudes and opinions. 
C)  Mainly uses small samples of respondents. 
D)  Is only possible by using a mail survey. 
E)  Relies on open-ended responses to survey questions instead of multiple-choice responses. 
A)  Involves structured responses that can be summarized. 
B)  Is not a good method for measuring consumer attitudes and opinions. 
C)  Mainly uses small samples of respondents. 
D)  Is only possible by using a mail survey. 
E)  Relies on open-ended responses to survey questions instead of multiple-choice responses.

Question 15

A small manufacturing firm has just experienced a rapid drop in sales. The marketing manager thinks that he knows what the problem is and has been carefully analyzing secondary data to check his thinking. His next step should be to:

Accepted Answer

A)  conduct an experiment. 
B)  develop a formal research project to gather primary data. 
C)  conduct informal discussion with outsiders, including intermediaries, to see if he has correctly defined the problem. 
D)  develop a hypothesis and predict the future behavior of sales. 
E)  initiate corrective action before sales drop any further. 
A)  conduct an experiment. 
B)  develop a formal research project to gather primary data. 
C)  conduct informal discussion with outsiders, including intermediaries, to see if he has correctly defined the problem. 
D)  develop a hypothesis and predict the future behavior of sales. 
E)  initiate corrective action before sales drop any further.

Question 16

A good place for a marketing analyst to START looking for published statistical data is the:

Accepted Answer

A)  Encyclopedia of Associations. 
B)  Congressional Record. 
C)  The Wall Street Journal. 
D)  Statistical Abstract of the United States. 
E)  New York Times research files. 
A)  Encyclopedia of Associations. 
B)  Congressional Record. 
C)  The Wall Street Journal. 
D)  Statistical Abstract of the United States. 
E)  New York Times research files.

Question 17

At Verizon Communications, a marketing manager can view up-to-date marketing data that has been customized to fit his area of responsibility by using a:

Accepted Answer

A)  data warehouse. 
B)  search engine. 
C)  situation analysis. 
D)  marketing dashboard. 
E)  validity study. 
A)  data warehouse. 
B)  search engine. 
C)  situation analysis. 
D)  marketing dashboard. 
E)  validity study.

Question 18

Whenever John shops for groceries, he gives an ID card to the clerk, who scans the number. Then the scanner records every purchase- including brands, sizes, prices, and any coupons used. John is most probably a

Accepted Answer

A)  licensed purchaser. 
B)  consumer panel member. 
C)  market researcher. 
D)  focus group leader. 
E)  opinion leader. 
A)  licensed purchaser. 
B)  consumer panel member. 
C)  market researcher. 
D)  focus group leader. 
E)  opinion leader.

Question 19

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

Accepted Answer

A)  marketing research. 
B)  statistical techniques. 
C)  operational planning. 
D)  strategy planning. 
E)  sample building units (SBUs). 
A)  marketing research. 
B)  statistical techniques. 
C)  operational planning. 
D)  strategy planning. 
E)  sample building units (SBUs).

Question 20

A marketing researcher wants to get sensitive information about family spending patterns as part of a survey. He is most likely to get the needed information

Accepted Answer

A)  with a mail, e-mail, or online survey. 
B)  with a focus group. 
C)  with personal interviews. 
D)  with telephone interviews. 
E)  Any of the above is about equally effective for getting sensitive information. 
A)  with a mail, e-mail, or online survey. 
B)  with a focus group. 
C)  with personal interviews. 
D)  with telephone interviews. 
E)  Any of the above is about equally effective for getting sensitive information.

Exam 8: Improving Decisions With Marketing Information

Business market researchers commonly use ______________ because of their flexibility.

A statistical package is likely to be used with quantitative research, but not with qualitative research.

Which of the following statements about doing a situation analysis is correct?

Which of the following statements about a situation analysis is False?

Regarding a marketing information system (MIS):

Identify the correct sequence in the marketing research process.

In general, a marketing researcher should get some problem-specific data before planning a formal research project.

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

Observing--as a method of collecting data--should focus on a well-defined problem.

The Cereal Bar, a fast-food restaurant that sells breakfast cereal, wanted to see if a different price for its Wild O's breakfast special would affect demand. So the marketing manager used ________ when she tested two different prices at two different stores and compared sales.

An outside sales force can provide customers with up-to-date inventory levels, product prices, delivery dates, and so forth by accessing information on the firm's own:

A consumer products manufacturer wants consumer reaction to its existing products. Interaction is considered important to stimulate thinking. The firm should use:

Often the most difficult step in the marketing research process is:

Quantitative research:

A small manufacturing firm has just experienced a rapid drop in sales. The marketing manager thinks that he knows what the problem is and has been carefully analyzing secondary data to check his thinking. His next step should be to:

A good place for a marketing analyst to START looking for published statistical data is the:

At Verizon Communications, a marketing manager can view up-to-date marketing data that has been customized to fit his area of responsibility by using a:

Whenever John shops for groceries, he gives an ID card to the clerk, who scans the number. Then the scanner records every purchase- including brands, sizes, prices, and any coupons used. John is most probably a

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

A marketing researcher wants to get sensitive information about family spending patterns as part of a survey. He is most likely to get the needed information

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