Question 1

A common quantitative research approach is to use survey questionnaires with multiple-choice questions.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following statements about secondary data is correct?

Accepted Answer

A)  Secondary data is obtained only from sources outside of the firm. 
B)  Secondary data may be available much faster than primary data. 
C)  Results of "old" surveys are not secondary data. 
D)  Secondary data is usually more expensive to obtain than primary data. 
E)  All of the above are true. 
A)  Secondary data is obtained only from sources outside of the firm. 
B)  Secondary data may be available much faster than primary data. 
C)  Results of "old" surveys are not secondary data. 
D)  Secondary data is usually more expensive to obtain than primary data. 
E)  All of the above are true.

Question 3

One reason for the popularity of mail surveys is that the response rates are usually very high.

Accepted Answer

A) True 
 B)False

Question 4

It is the job of the MIS specialist to ask for the right information in the right form.

Accepted Answer

A) True 
 B)False

Question 5

A good situation analysis is usually inexpensive compared with more formal research efforts, such as a large scale survey.

Accepted Answer

A) True 
 B)False

Question 6

J.D. Power's surveys of customer satisfaction are a popular example of syndicated research.

Accepted Answer

A) True 
 B)False

Question 7

Focus groups

Accepted Answer

A)  stimulate discussion among participants. 
B)  involve interviewing people in a formal setting. 
C)  use close-ended, yes or no questions. 
D)  are the same as opinion leaders. 
E)  are the same as reference groups. 
A)  stimulate discussion among participants. 
B)  involve interviewing people in a formal setting. 
C)  use close-ended, yes or no questions. 
D)  are the same as opinion leaders. 
E)  are the same as reference groups.

Question 8

Which of the following observations about the use of a marketing information system (MIS) is FALSE?

Accepted Answer

A)  Not every firm has a complete MIS. 
B)  An MIS tends to focus on recurring information needs. 
C)  An MIS identifies problems that need solving. 
D)  It is the job of the MIS specialist to ask for the right information in the right form. 
E)  An MIS shouldn't be the only source of information for managers while making decisions. 
A)  Not every firm has a complete MIS. 
B)  An MIS tends to focus on recurring information needs. 
C)  An MIS identifies problems that need solving. 
D)  It is the job of the MIS specialist to ask for the right information in the right form. 
E)  An MIS shouldn't be the only source of information for managers while making decisions.

Question 9

Which of the following is NOT an advantage of mail surveys as a method of quantitative research?

Accepted Answer

A)  Ability to do extensive questioning. 
B)  Ability of the respondent to complete the survey at his/her convenience. 
C)  Greater willingness of the respondent to provide personal information. 
D)  High response rates. 
E)  Low cost relative to personal interview surveys. 
A)  Ability to do extensive questioning. 
B)  Ability of the respondent to complete the survey at his/her convenience. 
C)  Greater willingness of the respondent to provide personal information. 
D)  High response rates. 
E)  Low cost relative to personal interview surveys.

Question 10

______ research accounts for about 40 percent of marketing research spending.

Accepted Answer

A)  Experimental method 
B)  Observation method 
C)  Syndicated 
D)  Cross-tabulation 
E)  Online survey 
A)  Experimental method 
B)  Observation method 
C)  Syndicated 
D)  Cross-tabulation 
E)  Online survey

Question 11

The total group a survey researcher is interested in is called the:

Accepted Answer

A)  population. 
B)  sample. 
C)  study group. 
D)  representative group. 
E)  None of the above. 
A)  population. 
B)  sample. 
C)  study group. 
D)  representative group. 
E)  None of the above.

Question 12

The part of the relevant population that is surveyed by a researcher is called the:

Accepted Answer

A)  representative group. 
B)  focal group. 
C)  target population. 
D)  sample. 
E)  research group. 
A)  representative group. 
B)  focal group. 
C)  target population. 
D)  sample. 
E)  research group.

Question 13

_____ is an informal study of what information is already available in the problem area.

Accepted Answer

A)  Qualitative research 
B)  Situation analysis 
C)  A focus group interview 
D)  Quantitative research 
E)  A marketing model 
A)  Qualitative research 
B)  Situation analysis 
C)  A focus group interview 
D)  Quantitative research 
E)  A marketing model

Question 14

Regarding international marketing research:

Accepted Answer

A)  If a firm is well established internationally, there is nothing to be gained from working with local market research firms in the countries of interest. 
B)  It is impossible to coordinate similar marketing research efforts under way in several countries due to language and cultural differences. 
C)  Accurate data (both primary and secondary data) may be hard to find in international markets. 
D)  It is impossible to standardize the elements of an international marketing information system. 
E)  None of the above. 
A)  If a firm is well established internationally, there is nothing to be gained from working with local market research firms in the countries of interest. 
B)  It is impossible to coordinate similar marketing research efforts under way in several countries due to language and cultural differences. 
C)  Accurate data (both primary and secondary data) may be hard to find in international markets. 
D)  It is impossible to standardize the elements of an international marketing information system. 
E)  None of the above.

Question 15

An intranet is a system for linking computers within a company.

Accepted Answer

A) True 
 B)False

Question 16

____ are educated guesses about the relationships between things or about what will happen in the future.

Accepted Answer

A)  Data insights 
B)  Observations 
C)  Situation analyses 
D)  Hypotheses 
E)  Marketing models 
A)  Data insights 
B)  Observations 
C)  Situation analyses 
D)  Hypotheses 
E)  Marketing models

Question 17

During the situation analysis, marketing researchers may talk to informed people within the company, study internal records, search libraries for available information, or browse the Internet with a search engine.

Accepted Answer

A) True 
 B)False

Question 18

Even though marketing managers might like more information, they must balance the high cost of good research against its probable value to management.

Accepted Answer

A) True 
 B)False

Question 19

Syndicated research is an economical approach for collecting specific research needed by one firm for a specific problem.

Accepted Answer

A) True 
 B)False

Question 20

An interview with 6 to 10 people in an informal group setting is called a(an):

Accepted Answer

A)  secondary interview. 
B)  focus group interview. 
C)  observation interview. 
D)  quantitative research interview. 
E)  informal investigation. 
A)  secondary interview. 
B)  focus group interview. 
C)  observation interview. 
D)  quantitative research interview. 
E)  informal investigation.

Exam 8: Improving Decisions With Marketing Information

A common quantitative research approach is to use survey questionnaires with multiple-choice questions.

Which of the following statements about secondary data is correct?

One reason for the popularity of mail surveys is that the response rates are usually very high.

It is the job of the MIS specialist to ask for the right information in the right form.

A good situation analysis is usually inexpensive compared with more formal research efforts, such as a large scale survey.

J.D. Power's surveys of customer satisfaction are a popular example of syndicated research.

Focus groups

Which of the following observations about the use of a marketing information system (MIS) is FALSE?

Which of the following is NOT an advantage of mail surveys as a method of quantitative research?

______ research accounts for about 40 percent of marketing research spending.

The total group a survey researcher is interested in is called the:

The part of the relevant population that is surveyed by a researcher is called the:

_____ is an informal study of what information is already available in the problem area.

Regarding international marketing research:

An intranet is a system for linking computers within a company.

____ are educated guesses about the relationships between things or about what will happen in the future.

During the situation analysis, marketing researchers may talk to informed people within the company, study internal records, search libraries for available information, or browse the Internet with a search engine.

Even though marketing managers might like more information, they must balance the high cost of good research against its probable value to management.

Syndicated research is an economical approach for collecting specific research needed by one firm for a specific problem.

An interview with 6 to 10 people in an informal group setting is called a(an):

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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