Question 1

Hypotheses are educated guesses about the relationships between things or about what will happen in the future.

Accepted Answer

A) True 
 B)False

Question 2

Only about 25 percent of marketing research spending is for syndicated research.

Accepted Answer

A) True 
 B)False

Question 3

Quantitative marketing research

Accepted Answer

A)  usually makes it easier and faster for respondents to answer the questions (compared to qualitative research). 
B)  can use a large, representative sample. 
C)  data can be collected by mail, e-mail, online, telephone, or personal interviews. 
D)  makes it easier for the research analyst to summarize answers. 
E)  All of these choices are correct. 
A)  usually makes it easier and faster for respondents to answer the questions (compared to qualitative research). 
B)  can use a large, representative sample. 
C)  data can be collected by mail, e-mail, online, telephone, or personal interviews. 
D)  makes it easier for the research analyst to summarize answers. 
E)  All of these choices are correct.

Question 4

Which of the following is FALSE with respect to data, information, knowledge and wisdom.

Accepted Answer

A)  Data in its raw form is not useful to managers. 
B)  Software can be used to convert data into information. 
C)  Information answers questions about "who" and "how much." 
D)  Knowledge answers questions of "when" and "where". 
E)  Gaining experience about why things happen builds wisdom. 
A)  Data in its raw form is not useful to managers. 
B)  Software can be used to convert data into information. 
C)  Information answers questions about "who" and "how much." 
D)  Knowledge answers questions of "when" and "where". 
E)  Gaining experience about why things happen builds wisdom.

Question 5

During a "situation analysis," a marketing researcher should:

Accepted Answer

A)  collect primary data. 
B)  talk with competitors facing similar problems. 
C)  begin to talk informally to as many customers as possible. 
D)  study what information is already available. 
E)  All of these are good choices. 
A)  collect primary data. 
B)  talk with competitors facing similar problems. 
C)  begin to talk informally to as many customers as possible. 
D)  study what information is already available. 
E)  All of these are good choices.

Question 6

Syndicated research is an economical approach for collecting specific research needed by one firm for a specific problem.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is NOT an advantage of mail surveys as a method of quantitative research?

Accepted Answer

A)  Ability to do extensive questioning. 
B)  Ability of the respondent to complete the survey at his/her convenience. 
C)  Greater willingness of the respondent to provide personal information. 
D)  High response rates. 
E)  Low cost relative to personal interview surveys. 
A)  Ability to do extensive questioning. 
B)  Ability of the respondent to complete the survey at his/her convenience. 
C)  Greater willingness of the respondent to provide personal information. 
D)  High response rates. 
E)  Low cost relative to personal interview surveys.

Question 8

Often the most difficult step in the marketing research process is:

Accepted Answer

A)  analyzing the situation. 
B)  defining the problem. 
C)  getting problem-specific data. 
D)  interpreting the data. 
E)  None of these is a good choice. 
A)  analyzing the situation. 
B)  defining the problem. 
C)  getting problem-specific data. 
D)  interpreting the data. 
E)  None of these is a good choice.

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

When a marketing manager scans a firm's MIS to try to obtain information about why the firm's product sales are down, this is an example of a(n):

Accepted Answer

A)  intranet. 
B)  hypothesis testing. 
C)  experiment. 
D)  data warehouse. 
E)  situation analysis. 
A)  intranet. 
B)  hypothesis testing. 
C)  experiment. 
D)  data warehouse. 
E)  situation analysis.

Question 11

Open-ended questions are less likely to be asked in quantitative research than in qualitative research.

Accepted Answer

A) True 
 B)False

Question 12

A marketing researcher wants to do a survey to probe in-depth consumer attitudes about their experiences with the company's products. He is LEAST likely to get what he wants if he uses:

Accepted Answer

A)  personal interviews. 
B)  online focus groups. 
C)  telephone interviews. 
D)  a mail survey. 
E)  None of these choices is very useful for getting in-depth information about consumer attitudes. 
A)  personal interviews. 
B)  online focus groups. 
C)  telephone interviews. 
D)  a mail survey. 
E)  None of these choices is very useful for getting in-depth information about consumer attitudes.

Question 13

Statistical packages are easy-to-use computer programs that analyze data.

Accepted Answer

A) True 
 B)False

Question 14

Information is obtained on a continuing basis from the same respondents using a:

Accepted Answer

A)  contributor group. 
B)  consumer panel. 
C)  responder group. 
D)  consumer experiment. 
E)  statistical package. 
A)  contributor group. 
B)  consumer panel. 
C)  responder group. 
D)  consumer experiment. 
E)  statistical package.

Question 15

A _____ is an online group of participants joined together by a common interest, and who participate in ongoing research.

Accepted Answer

A)  experiment 
B)  mutual research network 
C)  family intercept 
D)  focus group 
E)  market research online community 
A)  experiment 
B)  mutual research network 
C)  family intercept 
D)  focus group 
E)  market research online community

Question 16

______________ is concerned with whether the research data measures what it is intended to.

Accepted Answer

A)  Cross-tabulation 
B)  Validity 
C)  Regularity 
D)  Dependability 
E)  Confidence 
A)  Cross-tabulation 
B)  Validity 
C)  Regularity 
D)  Dependability 
E)  Confidence

Question 17

With the observation method, the researcher skillfully engages the subject in conversation.

Accepted Answer

A) True 
 B)False

Question 18

Mail surveys:

Accepted Answer

A)  may be more successful than personal interviews for getting personal information. 
B)  are often limited by low response rates. 
C)  are popular because they can be a convenient and economical approach. 
D)  All of these alternatives are true. 
A)  may be more successful than personal interviews for getting personal information. 
B)  are often limited by low response rates. 
C)  are popular because they can be a convenient and economical approach. 
D)  All of these alternatives are true.

Question 19

One weakness of telephone interviews is that they do not allow an interviewer to probe and really learn what the respondent is thinking.

Accepted Answer

A) True 
 B)False

Question 20

Statistical packages are:

Accepted Answer

A)  easy-to-use computer programs that analyze data. 
B)  syndicated research services that do quantitative research. 
C)  procedures used to be sure that a sample is representative. 
D)  product packages that make it possible to collect data at checkout counters. 
E)  None of these alternatives is a good answer. 
A)  easy-to-use computer programs that analyze data. 
B)  syndicated research services that do quantitative research. 
C)  procedures used to be sure that a sample is representative. 
D)  product packages that make it possible to collect data at checkout counters. 
E)  None of these alternatives is a good answer.

Hypotheses are educated guesses about the relationships between things or about what will happen in the future.

Only about 25 percent of marketing research spending is for syndicated research.

Quantitative marketing research

Which of the following is FALSE with respect to data, information, knowledge and wisdom.

During a "situation analysis," a marketing researcher should:

Syndicated research is an economical approach for collecting specific research needed by one firm for a specific problem.

Which of the following is NOT an advantage of mail surveys as a method of quantitative research?

Often the most difficult step in the marketing research process is:

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

When a marketing manager scans a firm's MIS to try to obtain information about why the firm's product sales are down, this is an example of a(n):

Open-ended questions are less likely to be asked in quantitative research than in qualitative research.

A marketing researcher wants to do a survey to probe in-depth consumer attitudes about their experiences with the company's products. He is LEAST likely to get what he wants if he uses:

Statistical packages are easy-to-use computer programs that analyze data.

Information is obtained on a continuing basis from the same respondents using a:

A _____ is an online group of participants joined together by a common interest, and who participate in ongoing research.

______________ is concerned with whether the research data measures what it is intended to.

With the observation method, the researcher skillfully engages the subject in conversation.

Mail surveys:

One weakness of telephone interviews is that they do not allow an interviewer to probe and really learn what the respondent is thinking.

Statistical packages are:

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

Hypotheses are educated guesses about the relationships between things or about what will happen in the future.

Only about 25 percent of marketing research spending is for syndicated research.

Quantitative marketing research

Which of the following is FALSE with respect to data, information, knowledge and wisdom.

During a "situation analysis," a marketing researcher should:

Syndicated research is an economical approach for collecting specific research needed by one firm for a specific problem.

Which of the following is NOT an advantage of mail surveys as a method of quantitative research?

Often the most difficult step in the marketing research process is:

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

When a marketing manager scans a firm's MIS to try to obtain information about why the firm's product sales are down, this is an example of a(n):

Open-ended questions are less likely to be asked in quantitative research than in qualitative research.

A marketing researcher wants to do a survey to probe in-depth consumer attitudes about their experiences with the company's products. He is LEAST likely to get what he wants if he uses:

Statistical packages are easy-to-use computer programs that analyze data.

Information is obtained on a continuing basis from the same respondents using a:

A _____ is an online group of participants joined together by a common interest, and who participate in ongoing research.

______________ is concerned with whether the research data measures what it is intended to.

With the observation method, the researcher skillfully engages the subject in conversation.

Mail surveys:

One weakness of telephone interviews is that they do not allow an interviewer to probe and really learn what the respondent is thinking.

Statistical packages are:

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