Question 1

When seeking problem-specific data through qualitative research, the researcher:

Accepted Answer

A)  attempts to get yes or no answers from subjects. 
B)  creates strict guidelines to direct responses to questions. 
C)  tries to prevent the subject from giving open-ended responses. 
D)  seeks for subjects to share their honest thoughts on a topic without interference. 
E)  desires to obtain broad generalities from subjects. 
A)  attempts to get yes or no answers from subjects. 
B)  creates strict guidelines to direct responses to questions. 
C)  tries to prevent the subject from giving open-ended responses. 
D)  seeks for subjects to share their honest thoughts on a topic without interference. 
E)  desires to obtain broad generalities from subjects.

Question 2

Searching the Internet, reviewing secondary data, and monitoring "chatter" on the web are inexpensive and informal ways for marketers to:

Accepted Answer

A)  use a decision support system. 
B)  perform a situation analysis. 
C)  perform a focus group interview. 
D)  join a market research online community (MRO
C) . 
E)  interpret data. 
A)  use a decision support system. 
B)  perform a situation analysis. 
C)  perform a focus group interview. 
D)  join a market research online community (MRO
C) . 
E)  interpret data.

Question 3

Which of the following is probably NOT a part of a situation analysis?

Accepted Answer

A)  A marketing manager asks a radio station for a copy of an audience study. 
B)  A marketing analyst determines from a Census publication how many manufacturers are in the Portland area. 
C)  A marketing analyst looks in the Index of Business Periodicals for articles about a large retail chain. 
D)  A computer company asks ten lawyers to participate in a focus group on how they use the internet. 
E)  All of these alternatives seem to be part of a situation analysis. 
A)  A marketing manager asks a radio station for a copy of an audience study. 
B)  A marketing analyst determines from a Census publication how many manufacturers are in the Portland area. 
C)  A marketing analyst looks in the Index of Business Periodicals for articles about a large retail chain. 
D)  A computer company asks ten lawyers to participate in a focus group on how they use the internet. 
E)  All of these alternatives seem to be part of a situation analysis.

Question 4

Qualitative research seeks in-depth, open-ended responses.

Accepted Answer

A) True 
 B)False

Question 5

In a quantitative marketing research study, the total group of people a marketing manager is interested in learning something about is known as the sample.

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

The scientific method

Accepted Answer

A)  rejects the idea that marketing managers can make "educated guesses" about marketing relationships. 
B)  shows that every marketing research project should have five steps. 
C)  is an orderly and objective approach to judging how good an idea really is. 
D)  recognizes that statistical analysis provides the only basis for rejecting an hypothesis. 
E)  None of these alternatives is true. 
A)  rejects the idea that marketing managers can make "educated guesses" about marketing relationships. 
B)  shows that every marketing research project should have five steps. 
C)  is an orderly and objective approach to judging how good an idea really is. 
D)  recognizes that statistical analysis provides the only basis for rejecting an hypothesis. 
E)  None of these alternatives is true.

Question 8

Which of the following is an ethical problem in marketing research?

Accepted Answer

A)  A researcher does not disclose problems that occurred during consumer interviews. 
B)  A company calls consumers under the guise of doing research when the phone calls are really sales pitches for the company's products. 
C)  A manager informs a researcher that the only acceptable results are ones that confirm the manager's existing viewpoints. 
D)  A researcher deliberately withholds details about how a research study was conducted. 
E)  All of these statements illustrate ethical problems in marketing research. 
A)  A researcher does not disclose problems that occurred during consumer interviews. 
B)  A company calls consumers under the guise of doing research when the phone calls are really sales pitches for the company's products. 
C)  A manager informs a researcher that the only acceptable results are ones that confirm the manager's existing viewpoints. 
D)  A researcher deliberately withholds details about how a research study was conducted. 
E)  All of these statements illustrate ethical problems in marketing research.

Question 9

Which of the following statements about the cost and value of information is False?

Accepted Answer

A)  Dependable information can be expensive. 
B)  Managers rarely get all the information they would like to have. 
C)  Money may be wasted if a manager ignores the facts revealed in a marketing research study and bases his/her decisions on guesswork. 
D)  The cost of gathering additional information is always justified by its value. 
E)  All of these statements are False. 
A)  Dependable information can be expensive. 
B)  Managers rarely get all the information they would like to have. 
C)  Money may be wasted if a manager ignores the facts revealed in a marketing research study and bases his/her decisions on guesswork. 
D)  The cost of gathering additional information is always justified by its value. 
E)  All of these statements are False.

Question 10

In quantitative research, it is common for researchers to ask questions and offer a variety of fixed answers from which to choose-such as multiple-choice questions. This approach is advantageous for all the following reasons except:

Accepted Answer

A)  responses can be summarized in percentages, averages, or other statistics. 
B)  it simplifies analysis of the replies. 
C)  it is more convenient for computer analysis. 
D)  respondents may reply faster and easier. 
E)  it limits the broad range of possible answers to ones envisioned by the researchers. 
A)  responses can be summarized in percentages, averages, or other statistics. 
B)  it simplifies analysis of the replies. 
C)  it is more convenient for computer analysis. 
D)  respondents may reply faster and easier. 
E)  it limits the broad range of possible answers to ones envisioned by the researchers.

Question 11

Observing-as a method of collecting data-should focus on a well-defined problem.

Accepted Answer

A) True 
 B)False

Question 12

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 these choices is a good answer. 
A)  qualitative rate. 
B)  sample rate. 
C)  population rate. 
D)  response rate. 
E)  None of these choices is a good answer.

Question 13

______ 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 14

Applying the experimental method in marketing research usually means the responses of groups are compared.

Accepted Answer

A) True 
 B)False

Question 15

The scientific method is a research process which consists of five stages: observation, developing hypotheses, predicting the future, collecting data, and using statistical methods of analysis.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

A)  Active marketing 
B)  Manufacturing information system 
C)  Marketing research 
D)  Marketing information system 
E)  Target marketing 
A)  Active marketing 
B)  Manufacturing information system 
C)  Marketing research 
D)  Marketing information system 
E)  Target marketing

Question 17

When a marketing manager searches the Internet to find information about a research problem, this is an example of a(n):

Accepted Answer

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

Question 18

Reshma Ananda, a marketing manager for the Grocery SuperStore retail chain, fired up a computer program that gave her ready access to information about product availability and customer buying. The program helped her immediately set prices for bananas and cherries. This type of computer program is called ______.

Accepted Answer

A)  a decision support system 
B)  data warehouse management 
C)  an Internet 
D)  PRICE analysis software 
E)  raw data manager 
A)  a decision support system 
B)  data warehouse management 
C)  an Internet 
D)  PRICE analysis software 
E)  raw data manager

Question 19

A decision support system (DSS) is a computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions.

Accepted Answer

A) True 
 B)False

Question 20

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

When seeking problem-specific data through qualitative research, the researcher:

Searching the Internet, reviewing secondary data, and monitoring "chatter" on the web are inexpensive and informal ways for marketers to:

Which of the following is probably NOT a part of a situation analysis?

Qualitative research seeks in-depth, open-ended responses.

In a quantitative marketing research study, the total group of people a marketing manager is interested in learning something about is known as the sample.

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

The scientific method

Which of the following is an ethical problem in marketing research?

Which of the following statements about the cost and value of information is False?

In quantitative research, it is common for researchers to ask questions and offer a variety of fixed answers from which to choose-such as multiple-choice questions. This approach is advantageous for all the following reasons except:

Observing-as a method of collecting data-should focus on a well-defined problem.

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

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

Applying the experimental method in marketing research usually means the responses of groups are compared.

The scientific method is a research process which consists of five stages: observation, developing hypotheses, predicting the future, collecting data, and using statistical methods of analysis.

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

When a marketing manager searches the Internet to find information about a research problem, this is an example of a(n):

A decision support system (DSS) is a computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions.

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

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

When seeking problem-specific data through qualitative research, the researcher:

Searching the Internet, reviewing secondary data, and monitoring "chatter" on the web are inexpensive and informal ways for marketers to:

Which of the following is probably NOT a part of a situation analysis?

Qualitative research seeks in-depth, open-ended responses.

In a quantitative marketing research study, the total group of people a marketing manager is interested in learning something about is known as the sample.

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

The scientific method

Which of the following is an ethical problem in marketing research?

Which of the following statements about the cost and value of information is False?

In quantitative research, it is common for researchers to ask questions and offer a variety of fixed answers from which to choose-such as multiple-choice questions. This approach is advantageous for all the following reasons except:

Observing-as a method of collecting data-should focus on a well-defined problem.

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

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

Applying the experimental method in marketing research usually means the responses of groups are compared.

The scientific method is a research process which consists of five stages: observation, developing hypotheses, predicting the future, collecting data, and using statistical methods of analysis.

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

When a marketing manager searches the Internet to find information about a research problem, this is an example of a(n):

A decision support system (DSS) is a computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions.

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

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