Question 1

The extent to which marketing research data measures what it is intended to measure is known as the confidence level.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following research methods can not be employed in a market research online community?

Accepted Answer

A)  brainstorming sessions 
B)  focus groups 
C)  surveys 
D)  personal interviews 
E)  All of these methods can be used with a market research online community. 
A)  brainstorming sessions 
B)  focus groups 
C)  surveys 
D)  personal interviews 
E)  All of these methods can be used with a market research online community.

Question 3

Which of the following statements concerning secondary data is correct?

Accepted Answer

A)  Secondary data usually takes longer to obtain than primary data. 
B)  Secondary data is only available within the firm. 
C)  Secondary data was originally collected for some other purpose. 
D)  Secondary data may provide some background, but never provides the answer. 
E)  None of these statements is correct. 
A)  Secondary data usually takes longer to obtain than primary data. 
B)  Secondary data is only available within the firm. 
C)  Secondary data was originally collected for some other purpose. 
D)  Secondary data may provide some background, but never provides the answer. 
E)  None of these statements is correct.

Question 4

Marketing manager Ricki Stephens reviewed her marketing information system to learn who was buying her company's products and at what stores they were buying. She found this internal and external data in her company's:

Accepted Answer

A)  data warehouse. 
B)  big data set. 
C)  market research network. 
D)  annual report. 
E)  focus group. 
A)  data warehouse. 
B)  big data set. 
C)  market research network. 
D)  annual report. 
E)  focus group.

Question 5

It isn't necessary for marketing managers to be involved with marketing research specialists, since research requires statistical skills which managers usually don't have.

Accepted Answer

A) True 
 B)False

Question 6

The Cereal Bar, a fast-food restaurant that sells breakfast cereal, wanted to see if a different price for its Wild O's breakfast special would affect demand. So the marketing manager used ________ when she tested two different prices at two different stores and compared sales.

Accepted Answer

A)  idea testing 
B)  segmentation research 
C)  experimental method 
D)  test-marketing 
E)  focus groups 
A)  idea testing 
B)  segmentation research 
C)  experimental method 
D)  test-marketing 
E)  focus groups

Question 7

A situation analysis

Accepted Answer

A)  can never eliminate the need for further research. 
B)  is used primarily in the problem solving step. 
C)  is expensive compared with more formal research efforts. 
D)  can be very informative, but takes little time. 
E)  must be quantitative to be useful. 
A)  can never eliminate the need for further research. 
B)  is used primarily in the problem solving step. 
C)  is expensive compared with more formal research efforts. 
D)  can be very informative, but takes little time. 
E)  must be quantitative to be useful.

Question 8

Defining the problem is often the most difficult step in the marketing research process.

Accepted Answer

A) True 
 B)False

Question 9

The total group a survey researcher is interested in is called the:

Accepted Answer

A)  population. 
B)  sample. 
C)  study group. 
D)  representative group. 
E)  None of these choices is a good answer. 
A)  population. 
B)  sample. 
C)  study group. 
D)  representative group. 
E)  None of these choices is a good answer.

Question 10

All marketing research projects are worthwhile because they gather new information-even if the research doesn't have action implications.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following statements about intranets is NOT TRUE?

Accepted Answer

A)  Intranets are a system for linking computers within a company. 
B)  Information is available on demand. 
C)  An intranet is easy to update. 
D)  Access to websites on an intranet is unrestricted. 
E)  Even very small firms may have their own intranet. 
A)  Intranets are a system for linking computers within a company. 
B)  Information is available on demand. 
C)  An intranet is easy to update. 
D)  Access to websites on an intranet is unrestricted. 
E)  Even very small firms may have their own intranet.

Question 12

When a firm is doing similar research projects in different international markets, it makes sense for the marketing manager to coordinate the efforts so that comparisons across markets are possible.

Accepted Answer

A) True 
 B)False

Question 13

For raw data to become useful to marketers, it must be:

Accepted Answer

A)  stored in a data warehouse. 
B)  transformed into information and knowledge. 
C)  gathered from internal company sources. 
D)  gathered from external sources. 
E)  communicated to executives through a formal report. 
A)  stored in a data warehouse. 
B)  transformed into information and knowledge. 
C)  gathered from internal company sources. 
D)  gathered from external sources. 
E)  communicated to executives through a formal report.

Question 14

The scientific method

Accepted Answer

A)  rejects the idea that marketing managers can make "educated guesses" about marketing relationships. 
B)  is an orderly way of presenting your point of view. 
C)  assumes that statistical analysis provides the only basis for rejecting an hypothesis. 
D)  is a hit-or-miss approach. 
E)  None of these alternatives is correct. 
A)  rejects the idea that marketing managers can make "educated guesses" about marketing relationships. 
B)  is an orderly way of presenting your point of view. 
C)  assumes that statistical analysis provides the only basis for rejecting an hypothesis. 
D)  is a hit-or-miss approach. 
E)  None of these alternatives is correct.

Question 15

One of the major disadvantages of the focus group interview approach is that

Accepted Answer

A)  ideas generated by the group can't be tested later with other research. 
B)  it is difficult to measure the results objectively. 
C)  it is difficult to get in-depth information about the research topic. 
D)  there is no interviewer, so the research questions may not be answered. 
E)  once the interview is over there is no way for a marketing manager who was not there to evaluate what went on. 
A)  ideas generated by the group can't be tested later with other research. 
B)  it is difficult to measure the results objectively. 
C)  it is difficult to get in-depth information about the research topic. 
D)  there is no interviewer, so the research questions may not be answered. 
E)  once the interview is over there is no way for a marketing manager who was not there to evaluate what went on.

Question 16

About what percentage of marketing research spending is for syndicated research data?

Accepted Answer

A)  20 percent 
B)  30 percent 
C)  40 percent 
D)  50 percent 
E)  60 percent 
A)  20 percent 
B)  30 percent 
C)  40 percent 
D)  50 percent 
E)  60 percent

Question 17

The observing method in marketing research:

Accepted Answer

A)  uses personal interviews. 
B)  may require customers to change their normal shopping behavior. 
C)  is used to gather data without consumers being influenced by the process. 
D)  is not suitable for obtaining primary data. 
E)  None of these alternatives is correct. 
A)  uses personal interviews. 
B)  may require customers to change their normal shopping behavior. 
C)  is used to gather data without consumers being influenced by the process. 
D)  is not suitable for obtaining primary data. 
E)  None of these alternatives is correct.

Question 18

Which of the following statements about the marketing research process is NOT TRUE?

Accepted Answer

A)  Defining the problem is important because this decision will remain unchanged throughout the process. 
B)  The situation analysis step helps educate a researcher. 
C)  Researchers and marketing managers need to work together. 
D)  The situation analysis includes looking at secondary data. 
E)  Marketing managers often have to explain problems to researchers. 
A)  Defining the problem is important because this decision will remain unchanged throughout the process. 
B)  The situation analysis step helps educate a researcher. 
C)  Researchers and marketing managers need to work together. 
D)  The situation analysis includes looking at secondary data. 
E)  Marketing managers often have to explain problems to researchers.

Question 19

Secondary data:

Accepted Answer

A)  may not be specific enough to answer the question under consideration. 
B)  should be considered before primary data is collected. 
C)  is often all that is needed to solve a problem. 
D)  is available both internally and outside the firm. 
E)  All of these alternatives are correct. 
A)  may not be specific enough to answer the question under consideration. 
B)  should be considered before primary data is collected. 
C)  is often all that is needed to solve a problem. 
D)  is available both internally and outside the firm. 
E)  All of these alternatives are correct.

Question 20

A marketing manager wants to know why her sales are down. She talks with several sales reps and finds that a competitor has introduced a successful new product. This "research" seems to be part of

Accepted Answer

A)  the situation analysis. 
B)  the problem solution stage. 
C)  obtaining problem-specific data. 
D)  the data interpretation stage. 
E)  the problem definition stage of the research process. 
A)  the situation analysis. 
B)  the problem solution stage. 
C)  obtaining problem-specific data. 
D)  the data interpretation stage. 
E)  the problem definition stage of the research process.

The extent to which marketing research data measures what it is intended to measure is known as the confidence level.

Which of the following research methods can not be employed in a market research online community?

Which of the following statements concerning secondary data is correct?

Marketing manager Ricki Stephens reviewed her marketing information system to learn who was buying her company's products and at what stores they were buying. She found this internal and external data in her company's:

It isn't necessary for marketing managers to be involved with marketing research specialists, since research requires statistical skills which managers usually don't have.

The Cereal Bar, a fast-food restaurant that sells breakfast cereal, wanted to see if a different price for its Wild O's breakfast special would affect demand. So the marketing manager used ________ when she tested two different prices at two different stores and compared sales.

A situation analysis

Defining the problem is often the most difficult step in the marketing research process.

The total group a survey researcher is interested in is called the:

All marketing research projects are worthwhile because they gather new information-even if the research doesn't have action implications.

Which of the following statements about intranets is NOT TRUE?

When a firm is doing similar research projects in different international markets, it makes sense for the marketing manager to coordinate the efforts so that comparisons across markets are possible.

For raw data to become useful to marketers, it must be:

The scientific method

One of the major disadvantages of the focus group interview approach is that

About what percentage of marketing research spending is for syndicated research data?

The observing method in marketing research:

Which of the following statements about the marketing research process is NOT TRUE?

Secondary data:

A marketing manager wants to know why her sales are down. She talks with several sales reps and finds that a competitor has introduced a successful new product. This "research" seems to be part of

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 extent to which marketing research data measures what it is intended to measure is known as the confidence level.

Which of the following research methods can not be employed in a market research online community?

Which of the following statements concerning secondary data is correct?

Marketing manager Ricki Stephens reviewed her marketing information system to learn who was buying her company's products and at what stores they were buying. She found this internal and external data in her company's:

It isn't necessary for marketing managers to be involved with marketing research specialists, since research requires statistical skills which managers usually don't have.

The Cereal Bar, a fast-food restaurant that sells breakfast cereal, wanted to see if a different price for its Wild O's breakfast special would affect demand. So the marketing manager used ________ when she tested two different prices at two different stores and compared sales.

A situation analysis

Defining the problem is often the most difficult step in the marketing research process.

The total group a survey researcher is interested in is called the:

All marketing research projects are worthwhile because they gather new information-even if the research doesn't have action implications.

Which of the following statements about intranets is NOT TRUE?

When a firm is doing similar research projects in different international markets, it makes sense for the marketing manager to coordinate the efforts so that comparisons across markets are possible.

For raw data to become useful to marketers, it must be:

The scientific method

One of the major disadvantages of the focus group interview approach is that

About what percentage of marketing research spending is for syndicated research data?

The observing method in marketing research:

Which of the following statements about the marketing research process is NOT TRUE?

Secondary data:

A marketing manager wants to know why her sales are down. She talks with several sales reps and finds that a competitor has introduced a successful new product. This "research" seems to be part of

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