Question 1

A consumer panel is a group of consumers who provide information on a continuing basis.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following is NOT true regarding international marketing research

Accepted Answer

A)  A lack of information and knowledge about customers in foreign markets is a key cause of failures for exporting ventures. 
B)  Gathering accurate marketing research information in China can be a challenge. 
C)  Marketing research on overseas markets is often an important factor in international marketing success. 
D)  Because there are no multinational research or advertising agencies it is necessary to identify good local partners. 
E)  All of these alternatives are true. 
A)  A lack of information and knowledge about customers in foreign markets is a key cause of failures for exporting ventures. 
B)  Gathering accurate marketing research information in China can be a challenge. 
C)  Marketing research on overseas markets is often an important factor in international marketing success. 
D)  Because there are no multinational research or advertising agencies it is necessary to identify good local partners. 
E)  All of these alternatives are true.

Question 3

Marketing managers turn information into knowledge when they use their experience to answer "how" and "why" questions.

Accepted Answer

A) True 
 B)False

Question 4

Unless the problem is precisely defined, research effort may be wasted on the wrong problem, and may lead to costly mistakes.

Accepted Answer

A) True 
 B)False

Question 5

During the situation analysis, a marketing researcher will evaluate primary data rather than secondary data.

Accepted Answer

A) True 
 B)False

Question 6

In a grocery store's "valued customer" program, every shopper gets a card that he/she presents to the clerk in the checkout aisle. The card is scanned along with the customer's groceries. The store's computer system tracks each shopper's purchases and automatically provides special valued customer discounts. Every month, the customers in the program receive a newsletter containing coupons that are based on the customer's purchase history. For example, someone purchasing a lot of baby formula and disposable diapers might get a coupon for a free box of baby wipes. This valued customer program is based to a large extent on which of the following types of research?

Accepted Answer

A)  Questioning. 
B)  Experimentation. 
C)  Observation. 
D)  Online surveys. 
E)  Personal interviews. 
A)  Questioning. 
B)  Experimentation. 
C)  Observation. 
D)  Online surveys. 
E)  Personal interviews.

Question 7

The first step of the marketing research process-defining the problem-is the most important because:

Accepted Answer

A)  it comes first. 
B)  it involves qualitative research. 
C)  failure to correctly define the problem will cause all subsequent steps to be wasted effort. 
D)  many problems go away once they are clearly defined. 
E)  it's easy to confuse problems with symptoms at this stage. 
A)  it comes first. 
B)  it involves qualitative research. 
C)  failure to correctly define the problem will cause all subsequent steps to be wasted effort. 
D)  many problems go away once they are clearly defined. 
E)  it's easy to confuse problems with symptoms at this stage.

Question 8

Data that has been collected or published already is:

Accepted Answer

A)  primary data. 
B)  free. 
C)  franchised data. 
D)  secondary data. 
E)  None of these are good choices. 
A)  primary data. 
B)  free. 
C)  franchised data. 
D)  secondary data. 
E)  None of these are good choices.

Question 9

Since marketers can't collect information from everyone, they collect information from a small number of people taken from the larger group they are analyzing-a sample. This technique is effective when:

Accepted Answer

A)  the sample group is representative of the larger population. 
B)  the sample group is different from the larger population. 
C)  the sample group provides identical responses. 
D)  the sample group is questioned using online surveys. 
E)  the sample group is questioned using personal interviews. 
A)  the sample group is representative of the larger population. 
B)  the sample group is different from the larger population. 
C)  the sample group provides identical responses. 
D)  the sample group is questioned using online surveys. 
E)  the sample group is questioned using personal interviews.

Question 10

A research proposal

Accepted Answer

A)  develops and analyzes new information about a market. 
B)  specifies what information will be obtained and how. 
C)  is an informal study of what information is already available in the problem area. 
D)  seeks in-depth, open-ended responses, not yes or no answers. 
E)  is typically in a database format that standard website search engines can find. 
A)  develops and analyzes new information about a market. 
B)  specifies what information will be obtained and how. 
C)  is an informal study of what information is already available in the problem area. 
D)  seeks in-depth, open-ended responses, not yes or no answers. 
E)  is typically in a database format that standard website search engines can find.

Question 11

Nielsen's TV audience research and Arbitron's radio audience research illustrate that observing is a common research method in advertising.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is most consistent with the marketing research process discussed in the text?

Accepted Answer

A)  "We know that time is always short, so as soon as we define the problem we get on with our data collection." 
B)  "We pay a lot for marketing research experts, so our managers don't waste time trying to figure out how projects should be conducted." 
C)  "We always use mail surveys, so that we won't have to worry about nonresponse problems." 
D)  "Secondary data is often all we need to solve our problems." 
E)  None of the statements is a good answer. 
A)  "We know that time is always short, so as soon as we define the problem we get on with our data collection." 
B)  "We pay a lot for marketing research experts, so our managers don't waste time trying to figure out how projects should be conducted." 
C)  "We always use mail surveys, so that we won't have to worry about nonresponse problems." 
D)  "Secondary data is often all we need to solve our problems." 
E)  None of the statements is a good answer.

Question 13

Qualitative research seeks clear yes or no answers.

Accepted Answer

A) True 
 B)False

Question 14

An outside sales force can provide customers with up-to-date inventory levels, product prices, delivery dates, and so forth by accessing information on the firm's own:

Accepted Answer

A)  marketing model. 
B)  marketing dashboard. 
C)  intranet. 
D)  JIT system. 
E)  EDI system. 
A)  marketing model. 
B)  marketing dashboard. 
C)  intranet. 
D)  JIT system. 
E)  EDI system.

Question 15

Secondary data from federal government sources

Accepted Answer

A)  is readily available, but there is usually not much information at state and local levels. 
B)  focuses mostly on agriculture. 
C)  is often very helpful for estimating the size of a market. 
D)  is only available from the Commerce Department in Washington. 
E)  None of these alternatives is correct. 
A)  is readily available, but there is usually not much information at state and local levels. 
B)  focuses mostly on agriculture. 
C)  is often very helpful for estimating the size of a market. 
D)  is only available from the Commerce Department in Washington. 
E)  None of these alternatives is correct.

Question 16

The marketing manager at Massimino and McCarthy, a chain of retail stores that sells men's clothing, is reviewing marketing research data to try to determine if changes in marketing strategy are needed. Which of the following sources of data would be a secondary data source?

Accepted Answer

A)  Looking through the company's marketing information system to see past sales trends. 
B)  Reviewing videotapes of a recent focus group. 
C)  Making phone calls to some of the best customers to learn their interest in a new line of clothing. 
D)  Spending time in stores observing customers' behavior. 
E)  Looking through the results of an online customer satisfaction survey. 
A)  Looking through the company's marketing information system to see past sales trends. 
B)  Reviewing videotapes of a recent focus group. 
C)  Making phone calls to some of the best customers to learn their interest in a new line of clothing. 
D)  Spending time in stores observing customers' behavior. 
E)  Looking through the results of an online customer satisfaction survey.

Question 17

A good place for a marketing analyst to START looking for published statistical data is the:

Accepted Answer

A)  Encyclopedia of Associations. 
B)  Congressional Record. 
C)  Wall Street Journal. 
D)  Statistical Abstract of the United States. 
E)  New York Times research files. 
A)  Encyclopedia of Associations. 
B)  Congressional Record. 
C)  Wall Street Journal. 
D)  Statistical Abstract of the United States. 
E)  New York Times research files.

Question 18

Which of the following statements explains why marketers use focus groups to conduct research?

Accepted Answer

A)  People may not feel free to express their honest thoughts in groups. 
B)  Some individuals may dominate group discussion. 
C)  6 to 10 people provide feedback to marketing questions in a single event. 
D)  The results cannot be measured objectively. 
E)  Conclusions reached from a session usually vary depending on the viewpoint of the researcher. 
A)  People may not feel free to express their honest thoughts in groups. 
B)  Some individuals may dominate group discussion. 
C)  6 to 10 people provide feedback to marketing questions in a single event. 
D)  The results cannot be measured objectively. 
E)  Conclusions reached from a session usually vary depending on the viewpoint of the researcher.

Question 19

A focus group interview involves interviewing 6 to 10 people in an informal group setting.

Accepted Answer

A) True 
 B)False

Question 20

In the observation method, researchers try to see or record what the subject does naturally.

Accepted Answer

A) True 
 B)False

A consumer panel is a group of consumers who provide information on a continuing basis.

Which of the following is NOT true regarding international marketing research

Marketing managers turn information into knowledge when they use their experience to answer "how" and "why" questions.

Unless the problem is precisely defined, research effort may be wasted on the wrong problem, and may lead to costly mistakes.

During the situation analysis, a marketing researcher will evaluate primary data rather than secondary data.

The first step of the marketing research process-defining the problem-is the most important because:

Data that has been collected or published already is:

Since marketers can't collect information from everyone, they collect information from a small number of people taken from the larger group they are analyzing-a sample. This technique is effective when:

A research proposal

Nielsen's TV audience research and Arbitron's radio audience research illustrate that observing is a common research method in advertising.

Which of the following is most consistent with the marketing research process discussed in the text?

Qualitative research seeks clear yes or no answers.

An outside sales force can provide customers with up-to-date inventory levels, product prices, delivery dates, and so forth by accessing information on the firm's own:

Secondary data from federal government sources

The marketing manager at Massimino and McCarthy, a chain of retail stores that sells men's clothing, is reviewing marketing research data to try to determine if changes in marketing strategy are needed. Which of the following sources of data would be a secondary data source?

A good place for a marketing analyst to START looking for published statistical data is the:

Which of the following statements explains why marketers use focus groups to conduct research?

A focus group interview involves interviewing 6 to 10 people in an informal group setting.

In the observation method, researchers try to see or record what the subject does naturally.

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 consumer panel is a group of consumers who provide information on a continuing basis.

Which of the following is NOT true regarding international marketing research

Marketing managers turn information into knowledge when they use their experience to answer "how" and "why" questions.

Unless the problem is precisely defined, research effort may be wasted on the wrong problem, and may lead to costly mistakes.

During the situation analysis, a marketing researcher will evaluate primary data rather than secondary data.

The first step of the marketing research process-defining the problem-is the most important because:

Data that has been collected or published already is:

Since marketers can't collect information from everyone, they collect information from a small number of people taken from the larger group they are analyzing-a sample. This technique is effective when:

A research proposal

Nielsen's TV audience research and Arbitron's radio audience research illustrate that observing is a common research method in advertising.

Which of the following is most consistent with the marketing research process discussed in the text?

Qualitative research seeks clear yes or no answers.

An outside sales force can provide customers with up-to-date inventory levels, product prices, delivery dates, and so forth by accessing information on the firm's own:

Secondary data from federal government sources

The marketing manager at Massimino and McCarthy, a chain of retail stores that sells men's clothing, is reviewing marketing research data to try to determine if changes in marketing strategy are needed. Which of the following sources of data would be a secondary data source?

A good place for a marketing analyst to START looking for published statistical data is the:

Which of the following statements explains why marketers use focus groups to conduct research?

A focus group interview involves interviewing 6 to 10 people in an informal group setting.

In the observation method, researchers try to see or record what the subject does naturally.

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