Question 1

A firm intends to use an online survey questionnaire in a marketing research project. Compared to a mail survey:

Accepted Answer

A)  feedback will likely be faster online. 
B)  the response rate will likely be lower online. 
C)  respondents will likely be younger and better educated online. 
D)  costs will likely be less online. 
E)  All of these alternatives are correct. 
A)  feedback will likely be faster online. 
B)  the response rate will likely be lower online. 
C)  respondents will likely be younger and better educated online. 
D)  costs will likely be less online. 
E)  All of these alternatives are correct.

Question 2

Marketing research which seeks structured responses that can be summarized is called:

Accepted Answer

A)  focus group research. 
B)  quantitative research. 
C)  qualitative research. 
D)  situation analysis research. 
E)  open-ended research. 
A)  focus group research. 
B)  quantitative research. 
C)  qualitative research. 
D)  situation analysis research. 
E)  open-ended research.

Question 3

A marketing model displays up-to-the-minute marketing data in an easy to read format.

Accepted Answer

A) True 
 B)False

Question 4

A complete marketing information system includes each of the following except:

Accepted Answer

A)  data from internal sources. 
B)  marketing models. 
C)  decision support systems. 
D)  a data warehouse. 
E)  All of these alternatives are correct. 
A)  data from internal sources. 
B)  marketing models. 
C)  decision support systems. 
D)  a data warehouse. 
E)  All of these alternatives are correct.

Question 5

Regarding the marketing research process, defining the problem

Accepted Answer

A)  means identifying the symptoms. 
B)  usually requires that problem specific data be collected and interpreted. 
C)  may have to wait until after a situation analysis has been completed. 
D)  All of these alternatives are true. 
A)  means identifying the symptoms. 
B)  usually requires that problem specific data be collected and interpreted. 
C)  may have to wait until after a situation analysis has been completed. 
D)  All of these alternatives are true.

Question 6

A data warehouse is filled with file cabinets and binders where past market research is stored.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is secondary data that is easily accessible to marketers and generated inside their own firms?

Accepted Answer

A)  Focus group surveys 
B)  Library research 
C)  Marketing information system 
D)  U.S. government-published data 
E)  Internet research 
A)  Focus group surveys 
B)  Library research 
C)  Marketing information system 
D)  U.S. government-published data 
E)  Internet research

Question 8

What is the first step in the marketing research process?

Accepted Answer

A)  Analyzing the situation 
B)  Interpreting the data 
C)  Defining the problem 
D)  Getting problem-specific data 
E)  Solving the problem 
A)  Analyzing the situation 
B)  Interpreting the data 
C)  Defining the problem 
D)  Getting problem-specific data 
E)  Solving the problem

Question 9

________________ ________________ utilizes qualitative and quantitative analysis procedures to help marketing managers make more informed decisions.

Accepted Answer

A)  Marketing planning 
B)  Marketing processing 
C)  Marketing structure 
D)  Marketing research 
E)  Marketing strategy 
A)  Marketing planning 
B)  Marketing processing 
C)  Marketing structure 
D)  Marketing research 
E)  Marketing strategy

Question 10

Which of the following statements about using the Internet to gather secondary information is FALSE?

Accepted Answer

A)  Internet searches often identify too many irrelevant sources. 
B)  Information on the Internet is readily available and very reliable. 
C)  Much of the information stored on the Internet is in database formats. 
D)  The key to the Internet is finding what's needed. 
E)  Powerful Internet search engines provide lists of links to websites that include words specified by the researcher. 
A)  Internet searches often identify too many irrelevant sources. 
B)  Information on the Internet is readily available and very reliable. 
C)  Much of the information stored on the Internet is in database formats. 
D)  The key to the Internet is finding what's needed. 
E)  Powerful Internet search engines provide lists of links to websites that include words specified by the researcher.

Question 11

Which of the following is likely to be part of a situation analysis?

Accepted Answer

A)  A marketing analyst looks up data in Advertising Age magazine about expenditures in the firm's market. 
B)  A marketing researcher asks a trade association for one of its reports. 
C)  A marketing manager searches data.gov. 
D)  All of these are good choices. 
A)  A marketing analyst looks up data in Advertising Age magazine about expenditures in the firm's market. 
B)  A marketing researcher asks a trade association for one of its reports. 
C)  A marketing manager searches data.gov. 
D)  All of these are good choices.

Question 12

During the situation analysis, marketing researchers may talk to informed people within the company, study internal records, search libraries for available information, or browse the Internet with a search engine.

Accepted Answer

A) True 
 B)False

Question 13

_____ are one widely used form of qualitative questioning in marketing research.

Accepted Answer

A)  Focus group interviews 
B)  Situation analyses 
C)  Telephone surveys 
D)  Direct observations of customers 
E)  Experimental research studies 
A)  Focus group interviews 
B)  Situation analyses 
C)  Telephone surveys 
D)  Direct observations of customers 
E)  Experimental research studies

Question 14

Which of the following is most consistent with the scientific method approach to marketing research discussed in the text?

Accepted Answer

A)  "We continually survey our customers because the results give us good ideas for hypotheses." 
B)  "Once we interpret the data, we can define our problem." 
C)  "Our research is as precise as possible-because we want to be 100 percent accurate." 
D)  "Sometimes the answers from the early stages of the research process are good enough so we stop the research and make our decisions." 
E)  None of these alternatives is correct. 
A)  "We continually survey our customers because the results give us good ideas for hypotheses." 
B)  "Once we interpret the data, we can define our problem." 
C)  "Our research is as precise as possible-because we want to be 100 percent accurate." 
D)  "Sometimes the answers from the early stages of the research process are good enough so we stop the research and make our decisions." 
E)  None of these alternatives is correct.

Question 15

Regarding a marketing information system (MIS):

Accepted Answer

A)  The input of marketing managers is not needed in developing an MIS; marketers should leave everything to information technology specialists. 
B)  Can be used to improve implementation and control. 
C)  A good MIS converts information into raw data. 
D)  An MIS provides an alternative to big data. 
E)  All of these statements about a marketing information system are correct. 
A)  The input of marketing managers is not needed in developing an MIS; marketers should leave everything to information technology specialists. 
B)  Can be used to improve implementation and control. 
C)  A good MIS converts information into raw data. 
D)  An MIS provides an alternative to big data. 
E)  All of these statements about a marketing information system are correct.

Question 16

_____ refers to the procedures that develop and analyze new information about a market.

Accepted Answer

A)  Marketing research 
B)  Marketing information system 
C)  Frequency monitoring program 
D)  Marketing plan 
E)  Management information system 
A)  Marketing research 
B)  Marketing information system 
C)  Frequency monitoring program 
D)  Marketing plan 
E)  Management information system

Question 17

Which of the following statements is True regarding the last step in the marketing research process-solving the problem?

Accepted Answer

A)  In this step, managers use the research results to make decisions. 
B)  Research needs to have action implications to have value. 
C)  Managers should be able to apply the research findings to marketing strategy planning. 
D)  Research that does not provide information that is useful for decision-making is a waste of time and money. 
E)  All of these statements are True. 
A)  In this step, managers use the research results to make decisions. 
B)  Research needs to have action implications to have value. 
C)  Managers should be able to apply the research findings to marketing strategy planning. 
D)  Research that does not provide information that is useful for decision-making is a waste of time and money. 
E)  All of these statements are True.

Question 18

A ______________ is an organized way of continually gathering and analyzing data to get information to help marketing managers make ongoing decisions.

Accepted Answer

A)  marketing information system 
B)  marketing model 
C)  marketing research project 
D)  marketing research department 
E)  marketing logistics system 
A)  marketing information system 
B)  marketing model 
C)  marketing research project 
D)  marketing research department 
E)  marketing logistics system

Question 19

A marketing researcher using the scientific method develops and tests hypotheses about the relationships between things or about what will happen in the future.

Accepted Answer

A) True 
 B)False

Question 20

The ______________ method is an information gathering method in which the responses of groups which are similar-except on the characteristic being tested-are compared.

Accepted Answer

A)  focus group 
B)  random 
C)  observing 
D)  experimental 
E)  qualitative questioning 
A)  focus group 
B)  random 
C)  observing 
D)  experimental 
E)  qualitative questioning

A firm intends to use an online survey questionnaire in a marketing research project. Compared to a mail survey:

Marketing research which seeks structured responses that can be summarized is called:

A marketing model displays up-to-the-minute marketing data in an easy to read format.

A complete marketing information system includes each of the following except:

Regarding the marketing research process, defining the problem

A data warehouse is filled with file cabinets and binders where past market research is stored.

Which of the following is secondary data that is easily accessible to marketers and generated inside their own firms?

What is the first step in the marketing research process?

utilizes qualitative and quantitative analysis procedures to help marketing managers make more informed decisions.

Which of the following statements about using the Internet to gather secondary information is FALSE?

Which of the following is likely to be part of a situation analysis?

During the situation analysis, marketing researchers may talk to informed people within the company, study internal records, search libraries for available information, or browse the Internet with a search engine.

_____ are one widely used form of qualitative questioning in marketing research.

Which of the following is most consistent with the scientific method approach to marketing research discussed in the text?

Regarding a marketing information system (MIS):

_____ refers to the procedures that develop and analyze new information about a market.

Which of the following statements is True regarding the last step in the marketing research process-solving the problem?

A ______________ is an organized way of continually gathering and analyzing data to get information to help marketing managers make ongoing decisions.

A marketing researcher using the scientific method develops and tests hypotheses about the relationships between things or about what will happen in the future.

The ______________ method is an information gathering method in which the responses of groups which are similar-except on the characteristic being tested-are compared.

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 firm intends to use an online survey questionnaire in a marketing research project. Compared to a mail survey:

Marketing research which seeks structured responses that can be summarized is called:

A marketing model displays up-to-the-minute marketing data in an easy to read format.

A complete marketing information system includes each of the following except:

Regarding the marketing research process, defining the problem

A data warehouse is filled with file cabinets and binders where past market research is stored.

Which of the following is secondary data that is easily accessible to marketers and generated inside their own firms?

What is the first step in the marketing research process?

________________ ________________ utilizes qualitative and quantitative analysis procedures to help marketing managers make more informed decisions.

Which of the following statements about using the Internet to gather secondary information is FALSE?

Which of the following is likely to be part of a situation analysis?

During the situation analysis, marketing researchers may talk to informed people within the company, study internal records, search libraries for available information, or browse the Internet with a search engine.

_____ are one widely used form of qualitative questioning in marketing research.

Which of the following is most consistent with the scientific method approach to marketing research discussed in the text?

Regarding a marketing information system (MIS):

_____ refers to the procedures that develop and analyze new information about a market.

Which of the following statements is True regarding the last step in the marketing research process-solving the problem?

A ______________ is an organized way of continually gathering and analyzing data to get information to help marketing managers make ongoing decisions.

A marketing researcher using the scientific method develops and tests hypotheses about the relationships between things or about what will happen in the future.

The ______________ method is an information gathering method in which the responses of groups which are similar-except on the characteristic being tested-are compared.

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

utilizes qualitative and quantitative analysis procedures to help marketing managers make more informed decisions.