Question 1

Which of the following is a disadvantage of quantitative research (compared to qualitative research)?

Accepted Answer

A)  It is harder to get in-depth answers. 
B)  The conclusions are likely to vary more from analyst to analyst. 
C)  The results are harder to summarize. 
D)  It is not as fast for respondents. 
E)  None of these is a disadvantage of quantitative research. 
A)  It is harder to get in-depth answers. 
B)  The conclusions are likely to vary more from analyst to analyst. 
C)  The results are harder to summarize. 
D)  It is not as fast for respondents. 
E)  None of these is a disadvantage of quantitative research.

Question 2

Regarding marketing managers and the development of market research:

Accepted Answer

A)  Marketing managers may only be consumers of research. 
B)  Marketing managers do not need to be able to explain what they want from research-specialists know. 
C)  Marketing managers do not have to use the language of marketing research specialists. 
D)  Marketing managers do not need to know the basic research process. 
E)  All of these are true. 
A)  Marketing managers may only be consumers of research. 
B)  Marketing managers do not need to be able to explain what they want from research-specialists know. 
C)  Marketing managers do not have to use the language of marketing research specialists. 
D)  Marketing managers do not need to know the basic research process. 
E)  All of these are true.

Question 3

Which method of data collection is typically best when you want respondents to quickly answer a small number of fairly simple questions?

Accepted Answer

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

Question 4

The most difficult and important step in the scientific approach to marketing research is:

Accepted Answer

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

Question 5

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 6

Telephone surveys are practical if the information needed is not too personal.

Accepted Answer

A) True 
 B)False

Question 7

Sales data becomes wisdom when it provides answers to questions of "who," "what," "where," "how much," and "when."

Accepted Answer

A) True 
 B)False

Question 8

An intranet works like the Internet but access is limited to a company's employees.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is NOT true about search on the internet?

Accepted Answer

A)  The internet provides information useful to marketing managers. 
B)  Search directories are useful for general information about a broader topic area. 
C)  Search engines have access to all information on the internet. 
D)  Sites like Complete Planet give a listing of more than 70,000 searchable databases. 
E)  Search engines like Google are useful when you have a pretty clear idea about what you are seeking. 
A)  The internet provides information useful to marketing managers. 
B)  Search directories are useful for general information about a broader topic area. 
C)  Search engines have access to all information on the internet. 
D)  Sites like Complete Planet give a listing of more than 70,000 searchable databases. 
E)  Search engines like Google are useful when you have a pretty clear idea about what you are seeking.

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

Managers at Wayzata Communications, an Internet service provider, want access to a continual flow of information about their market-available whenever they need it. Wayzata managers need a(n)

Accepted Answer

A)  marketing information system. 
B)  intranet. 
C)  data warehouse. 
D)  customer relationship management system. 
E)  big data. 
A)  marketing information system. 
B)  intranet. 
C)  data warehouse. 
D)  customer relationship management system. 
E)  big data.

Question 13

Which of the following statements accurately describes the collaboration between marketing managers and market researchers?

Accepted Answer

A)  Marketers explain real marketing problems and request information from researchers; Researchers conduct tests that provide information to marketers. 
B)  Marketers conduct tests; Researchers turn data into useful information. 
C)  Marketers submit bids; Researchers evaluate bids. 
D)  Marketers gather data from secondary sources; Researchers input data into data warehouses for computer processing. 
E)  Marketers conduct tests; Researchers identify marketing problems. 
A)  Marketers explain real marketing problems and request information from researchers; Researchers conduct tests that provide information to marketers. 
B)  Marketers conduct tests; Researchers turn data into useful information. 
C)  Marketers submit bids; Researchers evaluate bids. 
D)  Marketers gather data from secondary sources; Researchers input data into data warehouses for computer processing. 
E)  Marketers conduct tests; Researchers identify marketing problems.

Question 14

A decision support system

Accepted Answer

A)  focuses only on numerical data. 
B)  makes it easy for a marketing manager to get and use information as s/he is making decisions. 
C)  organizes incoming information into a data warehouse. 
D)  is a place where databases are stored so that they are available when needed. 
E)  is a system for linking computers within a company. 
A)  focuses only on numerical data. 
B)  makes it easy for a marketing manager to get and use information as s/he is making decisions. 
C)  organizes incoming information into a data warehouse. 
D)  is a place where databases are stored so that they are available when needed. 
E)  is a system for linking computers within a company.

Question 15

J.D. Power's surveys of customer satisfaction are a popular example of syndicated research.
D. Power's surveys of customer satisfaction as the basis for advertising claims. This serves as an example of syndicated research.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

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 18

The Internet is an excellent source for primary data, but not secondary data.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A)  Libraries have good data on specific topics, but it is expensive to find. 
B)  It doesn't make sense to start a situation analysis until the problem has begun to surface. 
C)  Much good data are available from the government, but expensive. 
D)  A good situation analysis is usually more expensive than collecting primary data. 
E)  None of these statements about doing a situation analysis is true. 
A)  Libraries have good data on specific topics, but it is expensive to find. 
B)  It doesn't make sense to start a situation analysis until the problem has begun to surface. 
C)  Much good data are available from the government, but expensive. 
D)  A good situation analysis is usually more expensive than collecting primary data. 
E)  None of these statements about doing a situation analysis is true.

Question 20

This frequently used approach for analyzing and interpreting marketing research data shows the relationship of answers to two different questions.

Accepted Answer

A)  Observation 
B)  Focus group interviews 
C)  Online response rates analysis 
D)  Experimental approach 
E)  Cross-tabulation 
A)  Observation 
B)  Focus group interviews 
C)  Online response rates analysis 
D)  Experimental approach 
E)  Cross-tabulation

Which of the following is a disadvantage of quantitative research (compared to qualitative research)?

Regarding marketing managers and the development of market research:

Which method of data collection is typically best when you want respondents to quickly answer a small number of fairly simple questions?

The most difficult and important step in the scientific approach to marketing research is:

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:

Telephone surveys are practical if the information needed is not too personal.

Sales data becomes wisdom when it provides answers to questions of "who," "what," "where," "how much," and "when."

An intranet works like the Internet but access is limited to a company's employees.

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

Which of the following is NOT true about search on the internet?

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

Managers at Wayzata Communications, an Internet service provider, want access to a continual flow of information about their market-available whenever they need it. Wayzata managers need a(n)

Which of the following statements accurately describes the collaboration between marketing managers and market researchers?

A decision support system

J.D. Power's surveys of customer satisfaction are a popular example of syndicated research. D. Power's surveys of customer satisfaction as the basis for advertising claims. This serves as an example of syndicated research.

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

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

The Internet is an excellent source for primary data, but not secondary data.

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

This frequently used approach for analyzing and interpreting marketing research data shows the relationship of answers to two different questions.

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 a disadvantage of quantitative research (compared to qualitative research)?

Regarding marketing managers and the development of market research:

Which method of data collection is typically best when you want respondents to quickly answer a small number of fairly simple questions?

The most difficult and important step in the scientific approach to marketing research is:

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:

Telephone surveys are practical if the information needed is not too personal.

Sales data becomes wisdom when it provides answers to questions of "who," "what," "where," "how much," and "when."

An intranet works like the Internet but access is limited to a company's employees.

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

Which of the following is NOT true about search on the internet?

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

Managers at Wayzata Communications, an Internet service provider, want access to a continual flow of information about their market-available whenever they need it. Wayzata managers need a(n)

Which of the following statements accurately describes the collaboration between marketing managers and market researchers?

A decision support system

J.D. Power's surveys of customer satisfaction are a popular example of syndicated research. D. Power's surveys of customer satisfaction as the basis for advertising claims. This serves as an example of syndicated research.

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

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

The Internet is an excellent source for primary data, but not secondary data.

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

This frequently used approach for analyzing and interpreting marketing research data shows the relationship of answers to two different questions.

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