Question 1

Validity concerns the extent to which data measures what it is intended to measure.

Accepted Answer

A) True 
 B)False

Question 2

A decision-making approach that focuses on being objective and orderly in testing ideas before accepting them is the:

Accepted Answer

A)  MIS method. 
B)  scientific method. 
C)  statistical method. 
D)  DSS method. 
E)  marketing models method. 
A)  MIS method. 
B)  scientific method. 
C)  statistical method. 
D)  DSS method. 
E)  marketing models method.

Question 3

Focus groups

Accepted Answer

A)  stimulate discussion among participants. 
B)  involve interviewing people in a formal setting. 
C)  use close-ended, yes or no questions. 
D)  are the same as opinion leaders. 
E)  are the same as reference groups. 
A)  stimulate discussion among participants. 
B)  involve interviewing people in a formal setting. 
C)  use close-ended, yes or no questions. 
D)  are the same as opinion leaders. 
E)  are the same as reference groups.

Question 4

A research proposal involves interviewing 6 to 10 people in an informal group setting.

Accepted Answer

A) True 
 B)False

Question 5

A marketing manager should seek help from research only for problems where the risk of a decision can be greatly reduced at a reasonable cost.

Accepted Answer

A) True 
 B)False

Question 6

Focus group interviews are a form of quantitative research.

Accepted Answer

A) True 
 B)False

Question 7

A typical cost for a focus group interview of 6 to 10 participants is about:

Accepted Answer

A)  $1,000. 
B)  $2,000. 
C)  $3,000. 
D)  $4,000. 
E)  $5,000. 
A)  $1,000. 
B)  $2,000. 
C)  $3,000. 
D)  $4,000. 
E)  $5,000.

Question 8

Defining the problem is always the easiest step in the marketing research process.

Accepted Answer

A) True 
 B)False

Question 9

In general, a marketing researcher should get some problem-specific data before planning a formal research project.

Accepted Answer

A) True 
 B)False

Question 10

Regarding "marketing research" and "marketing information systems":

Accepted Answer

A)  marketing information systems gather, access, and analyze data from intracompany sources, while marketing research handles all external sources. 
B)  both tend to focus on nonrecurring information needs. 
C)  marketing information systems tend to increase the quantity of information available for decision making, but with some decrease in quality. 
D)  neither involves the use of big data. 
E)  None of these alternatives is true. 
A)  marketing information systems gather, access, and analyze data from intracompany sources, while marketing research handles all external sources. 
B)  both tend to focus on nonrecurring information needs. 
C)  marketing information systems tend to increase the quantity of information available for decision making, but with some decrease in quality. 
D)  neither involves the use of big data. 
E)  None of these alternatives is true.

Question 11

The part of the relevant population that is surveyed by a researcher is called the:

Accepted Answer

A)  representative group. 
B)  focal group. 
C)  target population. 
D)  sample. 
E)  research group. 
A)  representative group. 
B)  focal group. 
C)  target population. 
D)  sample. 
E)  research group.

Question 12

A statistical package is likely to be used with quantitative research, but not with qualitative research.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A)  There is very little government data on business and commercial markets. 
B)  Doing a good situation analysis is usually much less expensive than collecting primary data. 
C)  There is little value to having a marketing researcher involved because a good marketing manager is able to do what is required. 
D)  Doing a good situation analysis usually takes much longer than gathering primary data. 
E)  None of these statements about doing a situation analysis is true. 
A)  There is very little government data on business and commercial markets. 
B)  Doing a good situation analysis is usually much less expensive than collecting primary data. 
C)  There is little value to having a marketing researcher involved because a good marketing manager is able to do what is required. 
D)  Doing a good situation analysis usually takes much longer than gathering primary data. 
E)  None of these statements about doing a situation analysis is true.

Question 14

Secondary data

Accepted Answer

A)  may provide some background, but never provides the answer. 
B)  is information that has been collected already. 
C)  is rarely available and is expensive. 
D)  is specifically collected to solve a current problem. 
E)  can be in the form of online surveys or observations. 
A)  may provide some background, but never provides the answer. 
B)  is information that has been collected already. 
C)  is rarely available and is expensive. 
D)  is specifically collected to solve a current problem. 
E)  can be in the form of online surveys or observations.

Question 15

The response rate to a survey affects

Accepted Answer

A)  who is in the population for a marketing research study. 
B)  whether a statistical package can be used to analyze the data. 
C)  how representative the sample is. 
D)  All of these alternatives are good answers. 
A)  who is in the population for a marketing research study. 
B)  whether a statistical package can be used to analyze the data. 
C)  how representative the sample is. 
D)  All of these alternatives are good answers.

Question 16

The phrase "big data" refers to:

Accepted Answer

A)  the top five firms in the marketing research industry. 
B)  the massive amount of data being collected and processed by today's organizations. 
C)  the use of market research in big marketing decisions. 
D)  marketing research data taken from Internet sources. 
E)  market information taken from the U.S. Census. 
A)  the top five firms in the marketing research industry. 
B)  the massive amount of data being collected and processed by today's organizations. 
C)  the use of market research in big marketing decisions. 
D)  marketing research data taken from Internet sources. 
E)  market information taken from the U.S. Census.

Question 17

Focus groups:

Accepted Answer

A)  Are usually composed of 15-25 people. 
B)  Yield results that are largely dependent on the viewpoint of the researcher. 
C)  Always do a good job of representing the broader target market. 
D)  Are expensive compared to other marketing research methods. 
E)  Are conducted in a formal group setting. 
A)  Are usually composed of 15-25 people. 
B)  Yield results that are largely dependent on the viewpoint of the researcher. 
C)  Always do a good job of representing the broader target market. 
D)  Are expensive compared to other marketing research methods. 
E)  Are conducted in a formal group setting.

Question 18

Which method of quantitative research would probably produce the best results when the questions are simple and require only quick "yes" or "no" answers?

Accepted Answer

A)  Telephone interviews. 
B)  Focus group interviews. 
C)  Mail questionnaires. 
D)  Personal interviews. 
E)  Observation. 
A)  Telephone interviews. 
B)  Focus group interviews. 
C)  Mail questionnaires. 
D)  Personal interviews. 
E)  Observation.

Question 19

Which of the following is NOT part of the five-step marketing research process discussed in the text?

Accepted Answer

A)  Interpreting the data. 
B)  Developing the marketing information system (MIS). 
C)  Analyzing the situation. 
D)  Defining the problem. 
E)  Solving the problem. 
A)  Interpreting the data. 
B)  Developing the marketing information system (MIS). 
C)  Analyzing the situation. 
D)  Defining the problem. 
E)  Solving the problem.

Question 20

Marketing research:

Accepted Answer

A)  usually requires complex statistical techniques, so marketing managers should leave planning of the research to the research specialists. 
B)  is likely to be more effective when guided by the strategy planning framework. 
C)  should gather as much information as possible. 
D)  begins by analyzing the situation. 
E)  All of these alternatives about marketing research are correct. 
A)  usually requires complex statistical techniques, so marketing managers should leave planning of the research to the research specialists. 
B)  is likely to be more effective when guided by the strategy planning framework. 
C)  should gather as much information as possible. 
D)  begins by analyzing the situation. 
E)  All of these alternatives about marketing research are correct.

Validity concerns the extent to which data measures what it is intended to measure.

A decision-making approach that focuses on being objective and orderly in testing ideas before accepting them is the:

Focus groups

A research proposal involves interviewing 6 to 10 people in an informal group setting.

A marketing manager should seek help from research only for problems where the risk of a decision can be greatly reduced at a reasonable cost.

Focus group interviews are a form of quantitative research.

A typical cost for a focus group interview of 6 to 10 participants is about:

Defining the problem is always the easiest step in the marketing research process.

In general, a marketing researcher should get some problem-specific data before planning a formal research project.

Regarding "marketing research" and "marketing information systems":

The part of the relevant population that is surveyed by a researcher is called the:

A statistical package is likely to be used with quantitative research, but not with qualitative research.

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

Secondary data

The response rate to a survey affects

The phrase "big data" refers to:

Focus groups:

Which method of quantitative research would probably produce the best results when the questions are simple and require only quick "yes" or "no" answers?

Which of the following is NOT part of the five-step marketing research process discussed in the text?

Marketing research:

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

Validity concerns the extent to which data measures what it is intended to measure.

A decision-making approach that focuses on being objective and orderly in testing ideas before accepting them is the:

Focus groups

A research proposal involves interviewing 6 to 10 people in an informal group setting.

A marketing manager should seek help from research only for problems where the risk of a decision can be greatly reduced at a reasonable cost.

Focus group interviews are a form of quantitative research.

A typical cost for a focus group interview of 6 to 10 participants is about:

Defining the problem is always the easiest step in the marketing research process.

In general, a marketing researcher should get some problem-specific data before planning a formal research project.

Regarding "marketing research" and "marketing information systems":

The part of the relevant population that is surveyed by a researcher is called the:

A statistical package is likely to be used with quantitative research, but not with qualitative research.

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

Secondary data

The response rate to a survey affects

The phrase "big data" refers to:

Focus groups:

Which method of quantitative research would probably produce the best results when the questions are simple and require only quick "yes" or "no" answers?

Which of the following is NOT part of the five-step marketing research process discussed in the text?

Marketing research:

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