Question 1

The observing method in marketing research:

Accepted Answer

A)  uses personal interviews. 
B)  may require customers to change their normal shopping behavior. 
C)  is used to gather data without consumers being influenced by the process. 
D)  is not suitable for obtaining primary data. 
E)  All of the above. 
A)  uses personal interviews. 
B)  may require customers to change their normal shopping behavior. 
C)  is used to gather data without consumers being influenced by the process. 
D)  is not suitable for obtaining primary data. 
E)  All of the above.

Question 2

When focus group interviews are used in marketing,

Accepted Answer

A)  each person in the group answers the same questionnaire, to focus the discussion. 
B)  the typical group size is 15 to 20 typical consumers whether online or off-line. 
C)  it is primarily as a follow-up to more quantitative research. 
D)  the research conclusions will vary depending on who watches the interview whether online or off-line. 
E)  the consumer in the group who knows the most about the topic is asked to lead the discussion. 
A)  each person in the group answers the same questionnaire, to focus the discussion. 
B)  the typical group size is 15 to 20 typical consumers whether online or off-line. 
C)  it is primarily as a follow-up to more quantitative research. 
D)  the research conclusions will vary depending on who watches the interview whether online or off-line. 
E)  the consumer in the group who knows the most about the topic is asked to lead the discussion.

Question 3

When a marketing manager scans a firm's MIS to try to obtain information about why the firm's product sales are down, this is an example of a(n):

Accepted Answer

A)  intranet. 
B)  hypothesis testing. 
C)  experiment. 
D)  data warehouse. 
E)  situation analysis. 
A)  intranet. 
B)  hypothesis testing. 
C)  experiment. 
D)  data warehouse. 
E)  situation analysis.

Question 4

Marketing research:

Accepted Answer

A)  usually requires complex statistical techniques, so marketing managers should leave planning of the research to the research specialists. 
B)  is likely to be more effective when guided by the strategy planning framework. 
C)  should gather as much information as possible. 
D)  begins by analyzing the situation. 
E)  All of the above are true. 
A)  usually requires complex statistical techniques, so marketing managers should leave planning of the research to the research specialists. 
B)  is likely to be more effective when guided by the strategy planning framework. 
C)  should gather as much information as possible. 
D)  begins by analyzing the situation. 
E)  All of the above are true.

Question 5

A typical cost for a focus group interview of 6 to 10 participants is about:

Accepted Answer

A)  $1,000. 
B)  $2,000. 
C)  $3,000. 
D)  $4,000. 
E)  $5,000. 
A)  $1,000. 
B)  $2,000. 
C)  $3,000. 
D)  $4,000. 
E)  $5,000.

Question 6

Focus groups are popular in both consumer and business markets.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is NOT an advantage of telephone surveys?

Accepted Answer

A)  They are effective for getting answers to simple questions. 
B)  They usually can be conducted quite quickly. 
C)  They are especially good for getting confidential and personal information. 
D)  Response rates are high. 
E)  All of the above are advantage of telephone surveys. 
A)  They are effective for getting answers to simple questions. 
B)  They usually can be conducted quite quickly. 
C)  They are especially good for getting confidential and personal information. 
D)  Response rates are high. 
E)  All of the above are advantage of telephone surveys.

Question 9

A situation analysis is a formal study of what information is already available in the problem area.

Accepted Answer

A) True 
 B)False

Question 10

Use of the scientific method in marketing research helps managers make the best decisions possible.

Accepted Answer

A) True 
 B)False

Question 11

The ______________ method is an information gathering method in which the responses of groups which are similar--except on the characteristic being tested--are compared.

Accepted Answer

A)  focus group 
B)  random 
C)  observing 
D)  experimental 
E)  qualitative questioning 
A)  focus group 
B)  random 
C)  observing 
D)  experimental 
E)  qualitative questioning

Question 12

Response rate is the percentage of people contacted who complete a given questionnaire.

Accepted Answer

A) True 
 B)False

Question 13

One of the major disadvantages of the focus group interview approach is that

Accepted Answer

A)  ideas generated by the group can't be tested later with other research. 
B)  it is difficult to measure the results objectively. 
C)  it is difficult to get in-depth information about the research topic. 
D)  there is no interviewer, so the research questions may not be answered. 
E)  once the interview is over there is no way for a marketing manager who was not there to evaluate what went on. 
A)  ideas generated by the group can't be tested later with other research. 
B)  it is difficult to measure the results objectively. 
C)  it is difficult to get in-depth information about the research topic. 
D)  there is no interviewer, so the research questions may not be answered. 
E)  once the interview is over there is no way for a marketing manager who was not there to evaluate what went on.

Question 14

When a Walmart clerk checks out a customer by scanning the bar codes of items in the customer's shopping basket, this is an example of what type of research?

Accepted Answer

A)  Observation 
B)  Experiment 
C)  Phone 
D)  Mail 
E)  Secondary 
A)  Observation 
B)  Experiment 
C)  Phone 
D)  Mail 
E)  Secondary

Question 15

Mail surveys:

Accepted Answer

A)  may be more successful than personal interviews for getting personal information. 
B)  are often limited by low response rates. 
C)  are popular because they can be a convenient and economical approach. 
D)  All of the above are true. 
E)  None of the above is true. 
A)  may be more successful than personal interviews for getting personal information. 
B)  are often limited by low response rates. 
C)  are popular because they can be a convenient and economical approach. 
D)  All of the above are true. 
E)  None of the above is true.

Question 16

The percent of people contacted in a survey who complete a questionnaire is the:

Accepted Answer

A)  qualitative rate. 
B)  sample rate. 
C)  population rate. 
D)  response rate. 
E)  none of the above. 
A)  qualitative rate. 
B)  sample rate. 
C)  population rate. 
D)  response rate. 
E)  none of the above.

Question 17

In small companies,

Accepted Answer

A)  there is no need for marketing research. 
B)  there should be a marketing research department--or there will be no one to do marketing research. 
C)  the emphasis of marketing research should be on customer surveys. 
D)  salespeople often do what marketing research gets done. 
E)  there usually isn't enough money for a manager to use a search engine. 
A)  there is no need for marketing research. 
B)  there should be a marketing research department--or there will be no one to do marketing research. 
C)  the emphasis of marketing research should be on customer surveys. 
D)  salespeople often do what marketing research gets done. 
E)  there usually isn't enough money for a manager to use a search engine.

Question 18

Defining the problem is often the most difficult step in the marketing research process.

Accepted Answer

A) True 
 B)False

Question 19

Which method of quantitative research would probably produce the best results when the questions are simple and require only quick "yes" or "no" answers?

Accepted Answer

A)  Telephone interviews. 
B)  Focus group interviews. 
C)  Mail questionnaires. 
D)  Personal interviews. 
E)  Observation. 
A)  Telephone interviews. 
B)  Focus group interviews. 
C)  Mail questionnaires. 
D)  Personal interviews. 
E)  Observation.

Question 20

In the experimental method, researchers compare the responses of two or more groups that are similar even on the characteristic being tested.

Accepted Answer

A) True 
 B)False

Exam 8: Improving Decisions With Marketing Information

The observing method in marketing research:

When focus group interviews are used in marketing,

When a marketing manager scans a firm's MIS to try to obtain information about why the firm's product sales are down, this is an example of a(n):

Marketing research:

A typical cost for a focus group interview of 6 to 10 participants is about:

Focus groups are popular in both consumer and business markets.

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

Which of the following is NOT an advantage of telephone surveys?

A situation analysis is a formal study of what information is already available in the problem area.

Use of the scientific method in marketing research helps managers make the best decisions possible.

The ______________ method is an information gathering method in which the responses of groups which are similar--except on the characteristic being tested--are compared.

Response rate is the percentage of people contacted who complete a given questionnaire.

One of the major disadvantages of the focus group interview approach is that

When a Walmart clerk checks out a customer by scanning the bar codes of items in the customer's shopping basket, this is an example of what type of research?

Mail surveys:

The percent of people contacted in a survey who complete a questionnaire is the:

In small companies,

Defining the problem is often the most difficult step in the marketing research process.

Which method of quantitative research would probably produce the best results when the questions are simple and require only quick "yes" or "no" answers?

In the experimental method, researchers compare the responses of two or more groups that are similar even on the characteristic being tested.

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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