Question 1

A complete marketing information system should:

Accepted Answer

A)  provide a good overall view on many types of problems. 
B)  organize incoming information into a data warehouse. 
C)  provide answers to specific questions. 
D)  continually gather data from internal and external sources, and from market research studies. 
E)  All of these alternatives are true. 
A)  provide a good overall view on many types of problems. 
B)  organize incoming information into a data warehouse. 
C)  provide answers to specific questions. 
D)  continually gather data from internal and external sources, and from market research studies. 
E)  All of these alternatives are true.

Question 2

A market research online community combines qualitative and quantitative approaches in private online communities.

Accepted Answer

A) True 
 B)False

Question 3

A situation analysis is a formal study of what information is already available in the problem area.

Accepted Answer

A) True 
 B)False

Question 4

A marketing model is a

Accepted Answer

A)  procedure that develops and analyzes new information about a market. 
B)  detailed breakdown of a company's sales records. 
C)  plan that specifies what information will be obtained and how. 
D)  statement of relationships among marketing variables. 
E)  software that organizes incoming information into a data warehouse. 
A)  procedure that develops and analyzes new information about a market. 
B)  detailed breakdown of a company's sales records. 
C)  plan that specifies what information will be obtained and how. 
D)  statement of relationships among marketing variables. 
E)  software that organizes incoming information into a data warehouse.

Question 5

Regarding an estimate from a survey, the range on either side of the survey result that is likely to contain the "true" value of the relevant population is called:

Accepted Answer

A)  sample range. 
B)  accuracy range. 
C)  confidence interval. 
D)  validity interval. 
E)  population estimate. 
A)  sample range. 
B)  accuracy range. 
C)  confidence interval. 
D)  validity interval. 
E)  population estimate.

Question 6

When focus group interviews are used in marketing,

Accepted Answer

A)  each person in the group answers the same questionnaire, to focus the discussion. 
B)  the typical group size is 15 to 20 typical consumers whether online or off-line. 
C)  it is primarily as a follow-up to more quantitative research. 
D)  the research conclusions will vary depending on who watches the interview whether online or off-line. 
E)  the consumer in the group who knows the most about the topic is asked to lead the discussion. 
A)  each person in the group answers the same questionnaire, to focus the discussion. 
B)  the typical group size is 15 to 20 typical consumers whether online or off-line. 
C)  it is primarily as a follow-up to more quantitative research. 
D)  the research conclusions will vary depending on who watches the interview whether online or off-line. 
E)  the consumer in the group who knows the most about the topic is asked to lead the discussion.

Question 7

A marketing manager can use a DSS to conduct sales and perform analyses that show a more detailed breakdown of what's happening.

Accepted Answer

A) True 
 B)False

Question 8

Marketing research:

Accepted Answer

A)  is an organized way of gathering and analyzing information marketing managers need. 
B)  involves a wide range of techniques including internet search, customer surveys, and more. 
C)  is a department in most small companies. 
D)  is only needed by producers who have long channels of distribution. 
E)  is an alternative to a marketing information system. 
A)  is an organized way of gathering and analyzing information marketing managers need. 
B)  involves a wide range of techniques including internet search, customer surveys, and more. 
C)  is a department in most small companies. 
D)  is only needed by producers who have long channels of distribution. 
E)  is an alternative to a marketing information system.

Question 9

Educated guesses about the relationships between things or about what will happen in the future are:

Accepted Answer

A)  theories. 
B)  laws. 
C)  facts. 
D)  hypotheses. 
E)  None of these is a good choice. 
A)  theories. 
B)  laws. 
C)  facts. 
D)  hypotheses. 
E)  None of these is a good choice.

Question 10

The government, advertising agencies, newspapers, trade associations, and research subscription services are all major sources of primary data.

Accepted Answer

A) True 
 B)False

Question 11

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 these alternatives is true. 
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 these alternatives is true.

Question 12

To avoid wasting time working on the wrong problem, marketing researchers can use a logical strategy planning framework to guide their efforts.

Accepted Answer

A) True 
 B)False

Question 13

All of the following are examples of secondary data sources EXCEPT:

Accepted Answer

A)  Statistical Abstract of the United States. 
B)  a phone survey this month of past customers. 
C)  library sources. 
D)  trade association studies. 
E)  government reports. 
A)  Statistical Abstract of the United States. 
B)  a phone survey this month of past customers. 
C)  library sources. 
D)  trade association studies. 
E)  government reports.

Question 14

Marketing information systems rely heavily on:

Accepted Answer

A)  information gathered by salespeople. 
B)  customer surveys. 
C)  teamwork between IT experts and marketing managers. 
D)  direct observation of customers. 
E)  marketing research departments. 
A)  information gathered by salespeople. 
B)  customer surveys. 
C)  teamwork between IT experts and marketing managers. 
D)  direct observation of customers. 
E)  marketing research departments.

Question 15

Which of the following is the correct sequence of steps in the marketing research process?

Accepted Answer

A)  Getting problem-specific data; interpreting data; defining the problem; analyzing the situation; solving the problem. 
B)  Analyzing the situation; getting problem-specific data; interpreting data; defining the problem; solving the problem. 
C)  Defining the problem; getting problem-specific data; interpreting data; analyzing the situation; solving the problem. 
D)  Defining the problem; analyzing the situation; getting problem-specific data; interpreting the data; solving the problem. 
E)  None of these is the correct sequence of steps in the marketing research process. 
A)  Getting problem-specific data; interpreting data; defining the problem; analyzing the situation; solving the problem. 
B)  Analyzing the situation; getting problem-specific data; interpreting data; defining the problem; solving the problem. 
C)  Defining the problem; getting problem-specific data; interpreting data; analyzing the situation; solving the problem. 
D)  Defining the problem; analyzing the situation; getting problem-specific data; interpreting the data; solving the problem. 
E)  None of these is the correct sequence of steps in the marketing research process.

Question 16

When using __________, researchers compare the responses of two or more groups that are similar except on the characteristic being tested.

Accepted Answer

A)  response rates 
B)  consumer panels 
C)  experimental method 
D)  personal interview surveys 
E)  opinion leader analysis 
A)  response rates 
B)  consumer panels 
C)  experimental method 
D)  personal interview surveys 
E)  opinion leader analysis

Question 17

With roots in biology, ethnographic research studies different cultures by examining their physiology.

Accepted Answer

A) True 
 B)False

A complete marketing information system should:

A market research online community combines qualitative and quantitative approaches in private online communities.

A situation analysis is a formal study of what information is already available in the problem area.

A marketing model is a

Regarding an estimate from a survey, the range on either side of the survey result that is likely to contain the "true" value of the relevant population is called:

When focus group interviews are used in marketing,

A marketing manager can use a DSS to conduct sales and perform analyses that show a more detailed breakdown of what's happening.

Marketing research:

Educated guesses about the relationships between things or about what will happen in the future are:

The government, advertising agencies, newspapers, trade associations, and research subscription services are all major sources of primary data.

Regarding international marketing research:

To avoid wasting time working on the wrong problem, marketing researchers can use a logical strategy planning framework to guide their efforts.

All of the following are examples of secondary data sources EXCEPT:

Marketing information systems rely heavily on:

Which of the following is the correct sequence of steps in the marketing research process?

When using __________, researchers compare the responses of two or more groups that are similar except on the characteristic being tested.

With roots in biology, ethnographic research studies different cultures by examining their physiology.

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

A complete marketing information system should:

A market research online community combines qualitative and quantitative approaches in private online communities.

A situation analysis is a formal study of what information is already available in the problem area.

A marketing model is a

Regarding an estimate from a survey, the range on either side of the survey result that is likely to contain the "true" value of the relevant population is called:

When focus group interviews are used in marketing,

A marketing manager can use a DSS to conduct sales and perform analyses that show a more detailed breakdown of what's happening.

Marketing research:

Educated guesses about the relationships between things or about what will happen in the future are:

The government, advertising agencies, newspapers, trade associations, and research subscription services are all major sources of primary data.

Regarding international marketing research:

To avoid wasting time working on the wrong problem, marketing researchers can use a logical strategy planning framework to guide their efforts.

All of the following are examples of secondary data sources EXCEPT:

Marketing information systems rely heavily on:

Which of the following is the correct sequence of steps in the marketing research process?

When using __________, researchers compare the responses of two or more groups that are similar except on the characteristic being tested.

With roots in biology, ethnographic research studies different cultures by examining their physiology.

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