Question 1

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 these alternatives are advantages 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 these alternatives are advantages of telephone surveys. C

Question 2

Market research online communities are one-time events.

Accepted Answer

A) True 
 B)False  False

Question 3

By computing confidence intervals a researcher can:

Accepted Answer

A)  have just as much confidence in an estimate from a small sample. 
B)  offset some of the problems of having a nonrepresentative sample. 
C)  estimate how precise her research results are likely to be. 
D)  None of these alternatives is a good answer. 
A)  have just as much confidence in an estimate from a small sample. 
B)  offset some of the problems of having a nonrepresentative sample. 
C)  estimate how precise her research results are likely to be. 
D)  None of these alternatives is a good answer. C

Question 4

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

Accepted Answer

A)  response rate. 
B)  sample base unit (SBU) rate. 
C)  population rate. 
D)  sample rate. 
E)  hit rate. 
A)  response rate. 
B)  sample base unit (SBU) rate. 
C)  population rate. 
D)  sample rate. 
E)  hit rate.

Question 5

Qualitative research, compared to quantitative research:

Accepted Answer

A)  Asks closed-ended questions. 
B)  Asks yes or no type questions. 
C)  Provides more representative samples of consumers. 
D)  Relies on open-ended questioning. 
E)  Uses statistics to analyze data. 
A)  Asks closed-ended questions. 
B)  Asks yes or no type questions. 
C)  Provides more representative samples of consumers. 
D)  Relies on open-ended questioning. 
E)  Uses statistics to analyze data.

Question 6

Decision support systems that include marketing models help managers by showing the relationships among marketing variables.

Accepted Answer

A) True 
 B)False

Question 7

When getting information for marketing decisions, the marketing manager:

Accepted Answer

A)  may use both internal and external sources of information. 
B)  may need to make some decisions based on incomplete information. 
C)  may need to rely on his or her own instincts to make some decisions. 
D)  should have access to ongoing information about business performance. 
E)  All of these alternatives are correct. 
A)  may use both internal and external sources of information. 
B)  may need to make some decisions based on incomplete information. 
C)  may need to rely on his or her own instincts to make some decisions. 
D)  should have access to ongoing information about business performance. 
E)  All of these alternatives are correct.

Question 8

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 9

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 these choices 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 these choices is about equally effective for getting sensitive information.

Question 10

Secondary data is information which is already published or collected.

Accepted Answer

A) True 
 B)False

Question 11

Regarding the marketing research process, defining the problem

Accepted Answer

A)  is often confused with identifying the symptoms of the problem. 
B)  can be guided by the marketing strategy planning framework. 
C)  precisely may have to wait until after a situation analysis has been completed. 
D)  All of these alternatives are true. 
A)  is often confused with identifying the symptoms of the problem. 
B)  can be guided by the marketing strategy planning framework. 
C)  precisely may have to wait until after a situation analysis has been completed. 
D)  All of these alternatives are true.

Question 12

A __________ is an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions.

Accepted Answer

A)  big data repository 
B)  data warehouse 
C)  marketing information system 
D)  research specialist network 
E)  marketing model 
A)  big data repository 
B)  data warehouse 
C)  marketing information system 
D)  research specialist network 
E)  marketing model

Question 13

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 these choices is a good answer. 
A)  mail questionnaires 
B)  focus group interviews 
C)  personal interviews 
D)  telephone interviews 
E)  None of these choices is a good answer.

Question 14

Which of the following is usually the most expensive way to collect data from consumers?

Accepted Answer

A)  Telephone surveys 
B)  E-mail surveys 
C)  Online surveys 
D)  Mail surveys 
E)  Personal interviews 
A)  Telephone surveys 
B)  E-mail surveys 
C)  Online surveys 
D)  Mail surveys 
E)  Personal interviews

Question 15

The _____ is a qualitative research method in which an interviewer asks very broad questions that encourage the interviewee to provide details.

Accepted Answer

A)  data warehouse 
B)  non-directive interview 
C)  response rate 
D)  consumer panel 
E)  situation analysis 
A)  data warehouse 
B)  non-directive interview 
C)  response rate 
D)  consumer panel 
E)  situation analysis

Question 16

Secondary data is often available-at little or no cost-from:

Accepted Answer

A)  both private and government sources. 
B)  the Internet. 
C)  trade associations. 
D)  company files. 
E)  All of these are good sources for secondary data. 
A)  both private and government sources. 
B)  the Internet. 
C)  trade associations. 
D)  company files. 
E)  All of these are good sources for secondary data.

Question 17

Which of the following statements is NOT accurate concerning the five step approach?

Accepted Answer

A)  Step 1 defines the problem. 
B)  Step 2 is early identification of solution. 
C)  Step 3 gathers problem-specific data. 
D)  Step 4 interprets data. 
E)  All of these are correct. 
A)  Step 1 defines the problem. 
B)  Step 2 is early identification of solution. 
C)  Step 3 gathers problem-specific data. 
D)  Step 4 interprets data. 
E)  All of these are correct.

Question 18

Which of the following would be a source of primary data?

Accepted Answer

A)  U.S. Census Bureau reports. 
B)  Company records on sales, costs, and advertising. 
C)  Market tests. 
D)  A Google search. 
E)  None of these is a good choice. 
A)  U.S. Census Bureau reports. 
B)  Company records on sales, costs, and advertising. 
C)  Market tests. 
D)  A Google search. 
E)  None of these is a good choice.

Question 19

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 20

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)  None of these statements about secondary data is 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)  None of these statements about secondary data is true.

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

Market research online communities are one-time events.

By computing confidence intervals a researcher can:

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

Qualitative research, compared to quantitative research:

Decision support systems that include marketing models help managers by showing the relationships among marketing variables.

When getting information for marketing decisions, the marketing manager:

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?

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

Secondary data is information which is already published or collected.

Regarding the marketing research process, defining the problem

A __________ is an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions.

Business market researchers commonly use ______________ because of their flexibility.

Which of the following is usually the most expensive way to collect data from consumers?

The _____ is a qualitative research method in which an interviewer asks very broad questions that encourage the interviewee to provide details.

Secondary data is often available-at little or no cost-from:

Which of the following statements is NOT accurate concerning the five step approach?

Which of the following would be a source of primary data?

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

Which of the following statements about secondary data is correct?

Marketings Value to Consumers, Firms, and Society

Marketing Strategy Planning

Evaluating Opportunities in the Changing Marketing Environment

Focusing Marketing Strategy With Segmentation and Positioning

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

Promotionintroduction 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

Filters

Exam 7: Improving Decisions With Marketing Information

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

Market research online communities are one-time events.

By computing confidence intervals a researcher can:

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

Qualitative research, compared to quantitative research:

Decision support systems that include marketing models help managers by showing the relationships among marketing variables.

When getting information for marketing decisions, the marketing manager:

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?

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

Secondary data is information which is already published or collected.

Regarding the marketing research process, defining the problem

A __________ is an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions.

Business market researchers commonly use ______________ because of their flexibility.

Which of the following is usually the most expensive way to collect data from consumers?

The _____ is a qualitative research method in which an interviewer asks very broad questions that encourage the interviewee to provide details.

Secondary data is often available-at little or no cost-from:

Which of the following statements is NOT accurate concerning the five step approach?

Which of the following would be a source of primary data?

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

Which of the following statements about secondary data is correct?

Marketings Value to Consumers, Firms, and Society

Marketing Strategy Planning

Evaluating Opportunities in the Changing Marketing Environment

Focusing Marketing Strategy With Segmentation and Positioning

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

Promotionintroduction 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

Filters