Question 1

The first thing a marketing manager should do if one of his firm's products drops in sales volume is:

Accepted Answer

A)  conduct a survey to see what is wrong. 
B)  define the problem. 
C)  set research priorities. 
D)  do a situation analysis. 
E)  interview representative customers. 
A)  conduct a survey to see what is wrong. 
B)  define the problem. 
C)  set research priorities. 
D)  do a situation analysis. 
E)  interview representative customers.

Question 2

The _____ is a decision-making approach that focuses on being objective and orderly in testing ideas before accepting them.

Accepted Answer

A)  decision support system 
B)  situation analysis 
C)  idea generation process 
D)  marketing information system 
E)  scientific method 
A)  decision support system 
B)  situation analysis 
C)  idea generation process 
D)  marketing information system 
E)  scientific method

Question 3

Test-marketing is an example of a(n):

Accepted Answer

A)  Mail survey. 
B)  Focus group. 
C)  Situation analysis. 
D)  Telephone survey. 
E)  Experiment. 
A)  Mail survey. 
B)  Focus group. 
C)  Situation analysis. 
D)  Telephone survey. 
E)  Experiment.

Question 4

The scientific method in marketing research

Accepted Answer

A)  forces an orderly research process. 
B)  is an informal approach to define problems. 
C)  is not a valid decision-making approach. 
D)  is based on hunches rather than evidence. 
E)  makes guesses about what will happen in the future. 
A)  forces an orderly research process. 
B)  is an informal approach to define problems. 
C)  is not a valid decision-making approach. 
D)  is based on hunches rather than evidence. 
E)  makes guesses about what will happen in the future.

Question 5

Big data involves data sets too large and complex to work with typical database management tools.

Accepted Answer

A) True 
 B)False

Question 6

The big advantage of qualitative research in marketing is:

Accepted Answer

A)  ease of interpretation. 
B)  it provides a good basis for statistical analysis. 
C)  the in-depth responses it provides. 
D)  the analysis can be handled on a personal computer. 
E)  None of these is a good answer. 
A)  ease of interpretation. 
B)  it provides a good basis for statistical analysis. 
C)  the in-depth responses it provides. 
D)  the analysis can be handled on a personal computer. 
E)  None of these is a good answer.

Question 7

A situation analysis is highly beneficial to marketers for all the following reasons except:

Accepted Answer

A)  it is very informative. 
B)  it requires little time. 
C)  it is inexpensive compared to formal research efforts. 
D)  it requires only a phone or Internet access. 
E)  it yields relevant primary data. 
A)  it is very informative. 
B)  it requires little time. 
C)  it is inexpensive compared to formal research efforts. 
D)  it requires only a phone or Internet access. 
E)  it yields relevant primary data.

Question 8

About ______________ percent of marketing research spending is for syndicated research.

Accepted Answer

A)  10 
B)  25 
C)  40 
D)  60 
E)  75 
A)  10 
B)  25 
C)  40 
D)  60 
E)  75

Question 9

Quantitative research:

Accepted Answer

A)  Involves structured responses that can be summarized. 
B)  Is not a good method for measuring consumer attitudes and opinions. 
C)  Mainly uses small samples of respondents. 
D)  Is only possible by using a mail survey. 
E)  Relies on open-ended responses to survey questions instead of multiple-choice responses. 
A)  Involves structured responses that can be summarized. 
B)  Is not a good method for measuring consumer attitudes and opinions. 
C)  Mainly uses small samples of respondents. 
D)  Is only possible by using a mail survey. 
E)  Relies on open-ended responses to survey questions instead of multiple-choice responses.

Question 10

Identify the INCORRECT statement about marketing research.

Accepted Answer

A)  Most small companies have a separate marketing research department. 
B)  People in marketing research departments often rely on outside specialists. 
C)  Some nonprofit organizations have begun to use marketing research. 
D)  Marketing managers should be involved in design of marketing information system. 
E)  Marketing research may involve use of questionnaires, interviews with customers, experiments, etc. 
A)  Most small companies have a separate marketing research department. 
B)  People in marketing research departments often rely on outside specialists. 
C)  Some nonprofit organizations have begun to use marketing research. 
D)  Marketing managers should be involved in design of marketing information system. 
E)  Marketing research may involve use of questionnaires, interviews with customers, experiments, etc.

Question 11

A marketing information system (MIS) includes all of the following except:

Accepted Answer

A)  Data warehouses. 
B)  Decision support systems. 
C)  Internet support systems. 
D)  Marketing models. 
E)  Information technology specialists. 
A)  Data warehouses. 
B)  Decision support systems. 
C)  Internet support systems. 
D)  Marketing models. 
E)  Information technology specialists.

Question 12

What would be the best way for the marketing manager of a supermarket to find out how consumers move through the store?

Accepted Answer

A)  Have an interviewer go through the store with each customer. 
B)  Observe customers with hidden cameras. 
C)  Give customers a questionnaire after they have finished shopping. 
D)  Install checkout counters at the end of each aisle. 
E)  None of these alternatives would be very good. 
A)  Have an interviewer go through the store with each customer. 
B)  Observe customers with hidden cameras. 
C)  Give customers a questionnaire after they have finished shopping. 
D)  Install checkout counters at the end of each aisle. 
E)  None of these alternatives would be very good.

Question 13

Response rate is the percentage of people contacted who complete a given questionnaire.

Accepted Answer

A) True 
 B)False

Question 14

Online focus groups can offset some of the limitations of traditional focus groups because one aggressive member is less likely to dominate the group.

Accepted Answer

A) True 
 B)False

Question 15

A formal marketing research project usually involves gathering primary data.

Accepted Answer

A) True 
 B)False

Question 16

One reason for the popularity of mail surveys is that the response rates are usually very high.

Accepted Answer

A) True 
 B)False

Question 17

The function of marketing research is to develop and analyze new information to help marketing managers make better decisions.

Accepted Answer

A) True 
 B)False

Question 18

A company that sells equipment through independent wholesalers wants to find out why sales are down in one region. An analyst is asked to interview the wholesaler in that region. This seems to be

Accepted Answer

A)  part of a situation analysis. 
B)  the beginning of a focus group interview. 
C)  gathering information that will be analyzed by a statistical package. 
D)  a bad practice, since the problem has not been defined yet. 
E)  None of these choices is correct. 
A)  part of a situation analysis. 
B)  the beginning of a focus group interview. 
C)  gathering information that will be analyzed by a statistical package. 
D)  a bad practice, since the problem has not been defined yet. 
E)  None of these choices is correct.

Question 19

The two basic methods for obtaining primary information about customers are

Accepted Answer

A)  defining and analyzing. 
B)  questioning and observing. 
C)  intranet and data from private research organizations. 
D)  marketing information systems and cost data. 
E)  Internet search and library search. 
A)  defining and analyzing. 
B)  questioning and observing. 
C)  intranet and data from private research organizations. 
D)  marketing information systems and cost data. 
E)  Internet search and library search.

Question 20

Which of the following trends creates difficult challenges for marketing managers?

Accepted Answer

A)  Market data can now be gathered from social media websites. 
B)  Market data may be gathered from internal sources and external sources. 
C)  IT managers have become an important part of the marketing research process. 
D)  Data warehouses have become a central part of most marketing information systems. 
E)  Today's businesses process 1000 times as much data as they did in the year 2000. 
A)  Market data can now be gathered from social media websites. 
B)  Market data may be gathered from internal sources and external sources. 
C)  IT managers have become an important part of the marketing research process. 
D)  Data warehouses have become a central part of most marketing information systems. 
E)  Today's businesses process 1000 times as much data as they did in the year 2000.

The first thing a marketing manager should do if one of his firm's products drops in sales volume is:

The _____ is a decision-making approach that focuses on being objective and orderly in testing ideas before accepting them.

Test-marketing is an example of a(n):

The scientific method in marketing research

Big data involves data sets too large and complex to work with typical database management tools.

The big advantage of qualitative research in marketing is:

A situation analysis is highly beneficial to marketers for all the following reasons except:

About ______________ percent of marketing research spending is for syndicated research.

Quantitative research:

Identify the INCORRECT statement about marketing research.

A marketing information system (MIS) includes all of the following except:

What would be the best way for the marketing manager of a supermarket to find out how consumers move through the store?

Response rate is the percentage of people contacted who complete a given questionnaire.

Online focus groups can offset some of the limitations of traditional focus groups because one aggressive member is less likely to dominate the group.

A formal marketing research project usually involves gathering primary data.

One reason for the popularity of mail surveys is that the response rates are usually very high.

The function of marketing research is to develop and analyze new information to help marketing managers make better decisions.

A company that sells equipment through independent wholesalers wants to find out why sales are down in one region. An analyst is asked to interview the wholesaler in that region. This seems to be

The two basic methods for obtaining primary information about customers are

Which of the following trends creates difficult challenges for marketing managers?

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

The first thing a marketing manager should do if one of his firm's products drops in sales volume is:

The _____ is a decision-making approach that focuses on being objective and orderly in testing ideas before accepting them.

Test-marketing is an example of a(n):

The scientific method in marketing research

Big data involves data sets too large and complex to work with typical database management tools.

The big advantage of qualitative research in marketing is:

A situation analysis is highly beneficial to marketers for all the following reasons except:

About ______________ percent of marketing research spending is for syndicated research.

Quantitative research:

Identify the INCORRECT statement about marketing research.

A marketing information system (MIS) includes all of the following except:

What would be the best way for the marketing manager of a supermarket to find out how consumers move through the store?

Response rate is the percentage of people contacted who complete a given questionnaire.

Online focus groups can offset some of the limitations of traditional focus groups because one aggressive member is less likely to dominate the group.

A formal marketing research project usually involves gathering primary data.

One reason for the popularity of mail surveys is that the response rates are usually very high.

The function of marketing research is to develop and analyze new information to help marketing managers make better decisions.

A company that sells equipment through independent wholesalers wants to find out why sales are down in one region. An analyst is asked to interview the wholesaler in that region. This seems to be

The two basic methods for obtaining primary information about customers are

Which of the following trends creates difficult challenges for marketing managers?

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