Question 1

An interview with 6 to 10 people in an informal group setting is called a(an):

Accepted Answer

A)  secondary interview. 
B)  focus group interview. 
C)  observation interview. 
D)  quantitative research interview. 
E)  informal investigation. 
A)  secondary interview. 
B)  focus group interview. 
C)  observation interview. 
D)  quantitative research interview. 
E)  informal investigation.

Question 2

Marketing research is concerned with developing and analyzing new information to help marketing managers do a better job of:

Accepted Answer

A)  executing marketing strategies. 
B)  planning marketing strategies. 
C)  making operational decisions. 
D)  controlling marketing strategies. 
E)  All of these alternatives are correct. 
A)  executing marketing strategies. 
B)  planning marketing strategies. 
C)  making operational decisions. 
D)  controlling marketing strategies. 
E)  All of these alternatives are correct.

Question 3

Which of the following is NOT likely to be included in a research proposal?

Accepted Answer

A)  How long the research will take. 
B)  Preliminary recommendations on how to solve the problem. 
C)  Information about what the research will cost. 
D)  A description of what data will be collected. 
E)  A description of how data will be collected. 
A)  How long the research will take. 
B)  Preliminary recommendations on how to solve the problem. 
C)  Information about what the research will cost. 
D)  A description of what data will be collected. 
E)  A description of how data will be collected.

Question 4

Only large firms have their own intranets.

Accepted Answer

A) True 
 B)False

Question 5

Marketing manager Carl Hammer looked through his marketing information system where he learned who was buying his product and where. He was looking at:

Accepted Answer

A)  raw data. 
B)  information. 
C)  a marketing model. 
D)  big insights. 
E)  a knowledge network. 
A)  raw data. 
B)  information. 
C)  a marketing model. 
D)  big insights. 
E)  a knowledge network.

Question 6

Secondary data involves information that has been collected or published already.

Accepted Answer

A) True 
 B)False

Question 7

With focus group interviews,

Accepted Answer

A)  consumers talk as a group for about 10 minutes, and then meet individually with an interviewer. 
B)  it is typical for the researcher to develop quantitative summaries of the results. 
C)  marketing managers can estimate the size of the market for a new product. 
D)  the objective is to get the group to interact, so that many ideas are generated. 
E)  researchers try to select a large sample so they can extend the results to the whole population. 
A)  consumers talk as a group for about 10 minutes, and then meet individually with an interviewer. 
B)  it is typical for the researcher to develop quantitative summaries of the results. 
C)  marketing managers can estimate the size of the market for a new product. 
D)  the objective is to get the group to interact, so that many ideas are generated. 
E)  researchers try to select a large sample so they can extend the results to the whole population.

Question 8

Data which have already been collected in a previous study are called __________ data, while data that are generated by a phone survey this month of key customers are called _______ data.

Accepted Answer

A)  primary; secondary 
B)  primary; intranet 
C)  secondary; primary 
D)  secondary; experimental 
E)  intranet; sample 
A)  primary; secondary 
B)  primary; intranet 
C)  secondary; primary 
D)  secondary; experimental 
E)  intranet; sample

Question 9

Which of the following statements BEST reflects the point of view of the text with respect to marketing research?

Accepted Answer

A)  "We don't use computers, surveys and the like because marketing's information needs are usually not that precise anyway." 
B)  "When we work with outside marketing research specialists, we expect them to take the time to really understand the problem we are trying to solve." 
C)  "As marketing manager, I feel that the marketing researchers should be left alone to do their research-since they often come up with interesting suggestions." 
D)  "As marketing research director, I should know the marketing manager's position in advance, so we can prove it is correct if possible." 
E)  "Our company is very small, but we should have our own marketing research department anyway-to get the information we need to make good decisions." 
A)  "We don't use computers, surveys and the like because marketing's information needs are usually not that precise anyway." 
B)  "When we work with outside marketing research specialists, we expect them to take the time to really understand the problem we are trying to solve." 
C)  "As marketing manager, I feel that the marketing researchers should be left alone to do their research-since they often come up with interesting suggestions." 
D)  "As marketing research director, I should know the marketing manager's position in advance, so we can prove it is correct if possible." 
E)  "Our company is very small, but we should have our own marketing research department anyway-to get the information we need to make good decisions."

Question 10

The purpose of the five-step marketing research process is to:

Accepted Answer

A)  define and solve a problem. 
B)  design, implement, and control marketing plans and activities. 
C)  narrow down a broad generic market into useful target markets. 
D)  identify the main steps in the consumer decision process. 
E)  help marketers choose between consumer markets or B2B markets. 
A)  define and solve a problem. 
B)  design, implement, and control marketing plans and activities. 
C)  narrow down a broad generic market into useful target markets. 
D)  identify the main steps in the consumer decision process. 
E)  help marketers choose between consumer markets or B2B markets.

Question 11

It is the job of the MIS specialist to ask for the right information in the right form.

Accepted Answer

A) True 
 B)False

Question 12

In marketing research, a population is a part of the relevant sample.

Accepted Answer

A) True 
 B)False

Question 13

Marketing managers should be able to explain the kinds of problems they are facing and the kinds of marketing research information that will help them make decisions.

Accepted Answer

A) True 
 B)False

Question 14

Setting up a marketing information system can be valuable to marketing managers because

Accepted Answer

A)  most companies have much useful information, but it often isn't available or accessible when the manager needs it. 
B)  most market-oriented companies only need a certain type of information once or twice. 
C)  marketing research data is rarely as accurate as data from a marketing information system. 
D)  market-oriented managers can always use more data. 
E)  a company that can't afford marketing research should at least have a marketing information system. 
A)  most companies have much useful information, but it often isn't available or accessible when the manager needs it. 
B)  most market-oriented companies only need a certain type of information once or twice. 
C)  marketing research data is rarely as accurate as data from a marketing information system. 
D)  market-oriented managers can always use more data. 
E)  a company that can't afford marketing research should at least have a marketing information system.

Question 15

Procedures that develop and analyze new information to help marketing managers make decisions are called:

Accepted Answer

A)  marketing research. 
B)  statistical techniques. 
C)  operational planning. 
D)  strategy planning. 
E)  sample building units (SBUs). 
A)  marketing research. 
B)  statistical techniques. 
C)  operational planning. 
D)  strategy planning. 
E)  sample building units (SBUs).

Question 16

____ is an example of a primary data source.

Accepted Answer

A)  Cost data 
B)  A marketing information system 
C)  Company files 
D)  Observation 
E)  Library 
A)  Cost data 
B)  A marketing information system 
C)  Company files 
D)  Observation 
E)  Library

Question 17

Two similar groups of consumers are shown different magazines which include the same ad. Then each consumer is asked questions about the advertised product. This seems to be a description of

Accepted Answer

A)  the experimental method. 
B)  a set of focus group interviews. 
C)  a consumer panel research project. 
D)  a set of personal interviews. 
E)  None of these alternatives is a good answer. 
A)  the experimental method. 
B)  a set of focus group interviews. 
C)  a consumer panel research project. 
D)  a set of personal interviews. 
E)  None of these alternatives is a good answer.

Question 18

A fast-food chain is redesigning its restaurants. One of the main questions facing the chain's management is, "Should the new restaurant design include a salad bar?" A researcher in the company finds an article in a restaurant trade magazine containing the results of a study about salad bars. The results indicate that salad bars are costly to maintain and are not a major attraction to consumers. Based on this information, management decides that it will not have a salad bar as part of the new restaurant design. This example illustrates the point that:

Accepted Answer

A)  Situation analysis sometimes eliminates the need for conducting further research in a problem area. 
B)  Situation analysis is very costly in terms of time and money. 
C)  Secondary data from sources outside the company is always better than secondary data from sources inside the company. 
D)  Secondary data from private sources is always better than secondary data from government sources. 
E)  Collecting primary data is always necessary in order to make good decisions. 
A)  Situation analysis sometimes eliminates the need for conducting further research in a problem area. 
B)  Situation analysis is very costly in terms of time and money. 
C)  Secondary data from sources outside the company is always better than secondary data from sources inside the company. 
D)  Secondary data from private sources is always better than secondary data from government sources. 
E)  Collecting primary data is always necessary in order to make good decisions.

Question 19

A common quantitative research approach is to use survey questionnaires with multiple-choice questions.

Accepted Answer

A) True 
 B)False

Question 20

A marketing manager wants to know if a "2 for 1" coupon will attract new customers. He will get the most persuasive results if he uses

Accepted Answer

A)  a focus group to ask consumers if they like the idea. 
B)  an experimental method in which only some consumers get the coupon and the purchases of the two groups (with and without coupons) are compared. 
C)  personal interviewers to ask consumers how they will react. 
D)  a mail survey to ask consumers if they use coupons and why. 
E)  None of these would allow the manager to determine if the coupon will help get new customers. 
A)  a focus group to ask consumers if they like the idea. 
B)  an experimental method in which only some consumers get the coupon and the purchases of the two groups (with and without coupons) are compared. 
C)  personal interviewers to ask consumers how they will react. 
D)  a mail survey to ask consumers if they use coupons and why. 
E)  None of these would allow the manager to determine if the coupon will help get new customers.

An interview with 6 to 10 people in an informal group setting is called a(an):

Marketing research is concerned with developing and analyzing new information to help marketing managers do a better job of:

Which of the following is NOT likely to be included in a research proposal?

Only large firms have their own intranets.

Marketing manager Carl Hammer looked through his marketing information system where he learned who was buying his product and where. He was looking at:

Secondary data involves information that has been collected or published already.

With focus group interviews,

Data which have already been collected in a previous study are called ____ data, while data that are generated by a phone survey this month of key customers are called _ data.

Which of the following statements BEST reflects the point of view of the text with respect to marketing research?

The purpose of the five-step marketing research process is to:

It is the job of the MIS specialist to ask for the right information in the right form.

In marketing research, a population is a part of the relevant sample.

Marketing managers should be able to explain the kinds of problems they are facing and the kinds of marketing research information that will help them make decisions.

Setting up a marketing information system can be valuable to marketing managers because

Procedures that develop and analyze new information to help marketing managers make decisions are called:

____ is an example of a primary data source.

Two similar groups of consumers are shown different magazines which include the same ad. Then each consumer is asked questions about the advertised product. This seems to be a description of

A common quantitative research approach is to use survey questionnaires with multiple-choice questions.

A marketing manager wants to know if a "2 for 1" coupon will attract new customers. He will get the most persuasive results if he uses

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

An interview with 6 to 10 people in an informal group setting is called a(an):

Marketing research is concerned with developing and analyzing new information to help marketing managers do a better job of:

Which of the following is NOT likely to be included in a research proposal?

Only large firms have their own intranets.

Marketing manager Carl Hammer looked through his marketing information system where he learned who was buying his product and where. He was looking at:

Secondary data involves information that has been collected or published already.

With focus group interviews,

Data which have already been collected in a previous study are called __________ data, while data that are generated by a phone survey this month of key customers are called _______ data.

Which of the following statements BEST reflects the point of view of the text with respect to marketing research?

The purpose of the five-step marketing research process is to:

It is the job of the MIS specialist to ask for the right information in the right form.

In marketing research, a population is a part of the relevant sample.

Marketing managers should be able to explain the kinds of problems they are facing and the kinds of marketing research information that will help them make decisions.

Setting up a marketing information system can be valuable to marketing managers because

Procedures that develop and analyze new information to help marketing managers make decisions are called:

____ is an example of a primary data source.

Two similar groups of consumers are shown different magazines which include the same ad. Then each consumer is asked questions about the advertised product. This seems to be a description of

A common quantitative research approach is to use survey questionnaires with multiple-choice questions.

A marketing manager wants to know if a "2 for 1" coupon will attract new customers. He will get the most persuasive results if he uses

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

Data which have already been collected in a previous study are called ____ data, while data that are generated by a phone survey this month of key customers are called _ data.