Question 1

Marketing research focuses on changing information needs while an MIS focuses on recurring information needs.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following is NOT a secondary data source?

Accepted Answer

A)  Company files 
B)  Intranet reports 
C)  Libraries 
D)  Private research organizations 
E)  Panels 
A)  Company files 
B)  Intranet reports 
C)  Libraries 
D)  Private research organizations 
E)  Panels

Question 3

To get problem-specific data, a marketing researcher would use:

Accepted Answer

A)  the experimental method. 
B)  a questioning method. 
C)  an observing method. 
D)  consumer panels and focus groups. 
E)  Any or all of these could be used. 
A)  the experimental method. 
B)  a questioning method. 
C)  an observing method. 
D)  consumer panels and focus groups. 
E)  Any or all of these could be used.

Question 4

_________ concerns the extent to which data measures what it is intended to measure.

Accepted Answer

A)  Conformance 
B)  Reliability 
C)  Depth 
D)  Validity 
E)  Penetration 
A)  Conformance 
B)  Reliability 
C)  Depth 
D)  Validity 
E)  Penetration

Question 5

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 6

Data that has already been collected or published is:

Accepted Answer

A)  useful data. 
B)  secondary data. 
C)  primary data. 
D)  free data. 
E)  rarely-if ever-useful for marketing decision making. 
A)  useful data. 
B)  secondary data. 
C)  primary data. 
D)  free data. 
E)  rarely-if ever-useful for marketing decision making.

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

It is the job of the marketing manager to ask for the right information in the right form.

Accepted Answer

A) True 
 B)False

Question 9

In its raw form, marketing managers find data useful.

Accepted Answer

A) True 
 B)False

Question 10

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 11

The Statistical Abstract of the United States is one of the most useful summaries of secondary data published by the federal government.

Accepted Answer

A) True 
 B)False

Question 12

Juan Quito, marketing manager at Branded Food Co., reviewed his ______, the up-to-the-minute marketing data on his computer screen. It was organized in an easy-to-read format and customized to his area of responsibility.

Accepted Answer

A)  intranet 
B)  marketing dashboard 
C)  internal data sources 
D)  data warehouse 
E)  internal search engine 
A)  intranet 
B)  marketing dashboard 
C)  internal data sources 
D)  data warehouse 
E)  internal search engine

Question 13

The five-step marketing research process ends at which step?

Accepted Answer

A)  Defining the problem 
B)  Analyzing the situation 
C)  Getting problem-specific data 
D)  Interpreting the data 
E)  Any step at which the problem is solved 
A)  Defining the problem 
B)  Analyzing the situation 
C)  Getting problem-specific data 
D)  Interpreting the data 
E)  Any step at which the problem is solved

Question 14

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

Question 15

Focus groups are a way to gather primary data quickly, but at a relatively high cost.

Accepted Answer

A) True 
 B)False

Question 16

A situation analysis

Accepted Answer

A)  usually involves formal talks with informed people. 
B)  can help define the problem. 
C)  should never involve a firm's customers. 
D)  is a step that can often be skipped. 
E)  provides a controlled test of an hypothesis. 
A)  usually involves formal talks with informed people. 
B)  can help define the problem. 
C)  should never involve a firm's customers. 
D)  is a step that can often be skipped. 
E)  provides a controlled test of an hypothesis.

Question 17

Which of the following is NOT part of the five-step marketing research process discussed in the text?

Accepted Answer

A)  Writing the proposal 
B)  Analyzing the situation 
C)  Solving the problem 
D)  Interpreting the data 
E)  Defining the problem 
A)  Writing the proposal 
B)  Analyzing the situation 
C)  Solving the problem 
D)  Interpreting the data 
E)  Defining the problem

Question 18

The Statistical Abstract of the United States is a useful summary reference of the U.S. market prepared by the:

Accepted Answer

A)  Bureau of Economic Analysis. 
B)  Internal Revenue Service. 
C)  U.S. Census Bureau. 
D)  International Trade Administration. 
E)  Small Business Administration. 
A)  Bureau of Economic Analysis. 
B)  Internal Revenue Service. 
C)  U.S. Census Bureau. 
D)  International Trade Administration. 
E)  Small Business Administration.

Question 19

Big data does not comes from which of the following sources?

Accepted Answer

A)  spreadsheets 
B)  social media sites 
C)  clickstreams 
D)  digital sensors on industrial equipment 
E)  big data comes from all of these sources 
A)  spreadsheets 
B)  social media sites 
C)  clickstreams 
D)  digital sensors on industrial equipment 
E)  big data comes from all of these sources

Question 20

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)  For most firms it pays to wait to until you have important questions you can't answer. 
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)  For most firms it pays to wait to until you have important questions you can't answer. 
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.

Marketing research focuses on changing information needs while an MIS focuses on recurring information needs.

Which of the following is NOT a secondary data source?

To get problem-specific data, a marketing researcher would use:

_________ concerns the extent to which data measures what it is intended to measure.

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

Data that has already been collected or published is:

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

It is the job of the marketing manager to ask for the right information in the right form.

In its raw form, marketing managers find data useful.

Identify the correct sequence in the marketing research process.

The Statistical Abstract of the United States is one of the most useful summaries of secondary data published by the federal government.

Juan Quito, marketing manager at Branded Food Co., reviewed his ______, the up-to-the-minute marketing data on his computer screen. It was organized in an easy-to-read format and customized to his area of responsibility.

The five-step marketing research process ends at which step?

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

Focus groups are a way to gather primary data quickly, but at a relatively high cost.

A situation analysis

Which of the following is NOT part of the five-step marketing research process discussed in the text?

The Statistical Abstract of the United States is a useful summary reference of the U.S. market prepared by the:

Big data does not comes from which of the following sources?

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

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

Marketing research focuses on changing information needs while an MIS focuses on recurring information needs.

Which of the following is NOT a secondary data source?

To get problem-specific data, a marketing researcher would use:

_________ concerns the extent to which data measures what it is intended to measure.

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

Data that has already been collected or published is:

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

It is the job of the marketing manager to ask for the right information in the right form.

In its raw form, marketing managers find data useful.

Identify the correct sequence in the marketing research process.

The Statistical Abstract of the United States is one of the most useful summaries of secondary data published by the federal government.

Juan Quito, marketing manager at Branded Food Co., reviewed his ______, the up-to-the-minute marketing data on his computer screen. It was organized in an easy-to-read format and customized to his area of responsibility.

The five-step marketing research process ends at which step?

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

Focus groups are a way to gather primary data quickly, but at a relatively high cost.

A situation analysis

Which of the following is NOT part of the five-step marketing research process discussed in the text?

The Statistical Abstract of the United States is a useful summary reference of the U.S. market prepared by the:

Big data does not comes from which of the following sources?

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

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