Question 1

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

Accepted Answer

A) True 
 B)False  True

Question 2

A situation analysis is a formal study of what information is already available in the problem area.

Accepted Answer

A) True 
 B)False  False

Question 3

Quantitative research:

Accepted Answer

A)  Involves structured responses that can be summarized. 
B)  Is not a good method for measuring consumer attitudes and opinions. 
C)  Mainly uses small samples of respondents. 
D)  Is only possible by using a mail survey. 
E)  Relies on open-ended responses to survey questions instead of multiple-choice responses. 
A)  Involves structured responses that can be summarized. 
B)  Is not a good method for measuring consumer attitudes and opinions. 
C)  Mainly uses small samples of respondents. 
D)  Is only possible by using a mail survey. 
E)  Relies on open-ended responses to survey questions instead of multiple-choice responses. A

Question 4

The percent of people contacted in a survey who complete a questionnaire is the:

Accepted Answer

A)  qualitative rate. 
B)  sample rate. 
C)  population rate. 
D)  response rate. 
E)  none of these choices is a good answer. 
A)  qualitative rate. 
B)  sample rate. 
C)  population rate. 
D)  response rate. 
E)  none of these choices is a good answer.

Question 5

A company that sells equipment through independent wholesalers wants to find out why sales are down in one region. An analyst is asked to interview the wholesaler in that region. This seems to be

Accepted Answer

A)  part of a situation analysis. 
B)  the beginning of a focus group interview. 
C)  gathering information that will be analyzed by a statistical package. 
D)  a bad practice, since the problem has not been defined yet. 
E)  None of these choices is correct. 
A)  part of a situation analysis. 
B)  the beginning of a focus group interview. 
C)  gathering information that will be analyzed by a statistical package. 
D)  a bad practice, since the problem has not been defined yet. 
E)  None of these choices is correct.

Question 6

Regarding international marketing research:

Accepted Answer

A)  If a firm is well established internationally, there is nothing to be gained from working with local market research firms in the countries of interest. 
B)  It is impossible to coordinate similar marketing research efforts under way in several countries due to language and cultural differences. 
C)  Accurate data (both primary and secondary data) may be hard to find in international markets. 
D)  It is impossible to standardize the elements of an international marketing information system. 
E)  None of these alternatives is true. 
A)  If a firm is well established internationally, there is nothing to be gained from working with local market research firms in the countries of interest. 
B)  It is impossible to coordinate similar marketing research efforts under way in several countries due to language and cultural differences. 
C)  Accurate data (both primary and secondary data) may be hard to find in international markets. 
D)  It is impossible to standardize the elements of an international marketing information system. 
E)  None of these alternatives is true.

Question 7

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 8

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

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

At Verizon Communications, a marketing manager can view up-to-date marketing data that has been customized to fit his area of responsibility by using a:

Accepted Answer

A)  data warehouse. 
B)  search engine. 
C)  situation analysis. 
D)  marketing dashboard. 
E)  validity study. 
A)  data warehouse. 
B)  search engine. 
C)  situation analysis. 
D)  marketing dashboard. 
E)  validity study.

Question 11

A complete marketing information system:

Accepted Answer

A)  provides a good overall view on many types of problems, but usually cannot provide answers to specific questions. 
B)  eliminates the need for "one-shot" marketing research projects. 
C)  is organized to continually gather data from internal and external sources, including market research studies. 
D)  is usually too complicated for the marketing manager to use without help from data processing specialists. 
E)  All of these alternatives are correct. 
A)  provides a good overall view on many types of problems, but usually cannot provide answers to specific questions. 
B)  eliminates the need for "one-shot" marketing research projects. 
C)  is organized to continually gather data from internal and external sources, including market research studies. 
D)  is usually too complicated for the marketing manager to use without help from data processing specialists. 
E)  All of these alternatives are correct.

Question 12

Secondary data is often available--at little or no cost--from:

Accepted Answer

A)  both private and government sources. 
B)  the Internet. 
C)  trade associations. 
D)  company files. 
E)  All of these are good sources for secondary data. 
A)  both private and government sources. 
B)  the Internet. 
C)  trade associations. 
D)  company files. 
E)  All of these are good sources for secondary data.

Question 13

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.

Question 14

______ research accounts for about 40 percent of marketing research spending.

Accepted Answer

A)  Experimental method 
B)  Observation method 
C)  Syndicated 
D)  Cross-tabulation 
E)  Online survey 
A)  Experimental method 
B)  Observation method 
C)  Syndicated 
D)  Cross-tabulation 
E)  Online survey

Question 15

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

Accepted Answer

A)  Data insights 
B)  Observations 
C)  Situation analyses 
D)  Hypotheses 
E)  Marketing models 
A)  Data insights 
B)  Observations 
C)  Situation analyses 
D)  Hypotheses 
E)  Marketing models

Question 16

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 17

Marketing research:

Accepted Answer

A)  provides new information for use in decision-making. 
B)  must be a joint effort between the researcher and the manager. 
C)  may be handled by outside specialists or by people within the firm. 
D)  may be useful to both for-profit and nonprofit organizations. 
E)  All of these alternatives are true. 
A)  provides new information for use in decision-making. 
B)  must be a joint effort between the researcher and the manager. 
C)  may be handled by outside specialists or by people within the firm. 
D)  may be useful to both for-profit and nonprofit organizations. 
E)  All of these alternatives are true.

Question 18

A good situation analysis is usually inexpensive compared with more formal research efforts, such as a large scale survey.

Accepted Answer

A) True 
 B)False

Question 19

To get problem-specific data, a marketing researcher would use:

Accepted Answer

A)  the experimental method. 
B)  a questioning method. 
C)  an observing method. 
D)  consumer panels and focus groups. 
E)  Any or all of these could be used. 
A)  the experimental method. 
B)  a questioning method. 
C)  an observing method. 
D)  consumer panels and focus groups. 
E)  Any or all of these could be used.

Question 20

Response rate is the percentage of people contacted who complete a given questionnaire.

Accepted Answer

A) True 
 B)False

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

A situation analysis is a formal study of what information is already available in the problem area.

Quantitative research:

The percent of people contacted in a survey who complete a questionnaire is the:

A company that sells equipment through independent wholesalers wants to find out why sales are down in one region. An analyst is asked to interview the wholesaler in that region. This seems to be

Regarding international marketing research:

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.

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

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

At Verizon Communications, a marketing manager can view up-to-date marketing data that has been customized to fit his area of responsibility by using a:

A complete marketing information system:

Secondary data is often available--at little or no cost--from:

Statistical packages are:

______ research accounts for about 40 percent of marketing research spending.

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

Which of the following statements about intranets is NOT TRUE?

Marketing research:

A good situation analysis is usually inexpensive compared with more formal research efforts, such as a large scale survey.

To get problem-specific data, a marketing researcher would use:

Response rate is the percentage of people contacted who complete a given questionnaire.

Marketing39s 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

Promotion - Introduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising, Publicity, and Sales Promotion

Pricing Objectives and Policies

Price Setting in the Business World

Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Economics Fundamentals

Marketing Arithmetic

Filters

Exam 7: Improving Decisions With Marketing Information

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

A situation analysis is a formal study of what information is already available in the problem area.

Quantitative research:

The percent of people contacted in a survey who complete a questionnaire is the:

A company that sells equipment through independent wholesalers wants to find out why sales are down in one region. An analyst is asked to interview the wholesaler in that region. This seems to be

Regarding international marketing research:

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.

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

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

At Verizon Communications, a marketing manager can view up-to-date marketing data that has been customized to fit his area of responsibility by using a:

A complete marketing information system:

Secondary data is often available--at little or no cost--from:

Statistical packages are:

______ research accounts for about 40 percent of marketing research spending.

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

Which of the following statements about intranets is NOT TRUE?

Marketing research:

A good situation analysis is usually inexpensive compared with more formal research efforts, such as a large scale survey.

To get problem-specific data, a marketing researcher would use:

Response rate is the percentage of people contacted who complete a given questionnaire.

Marketing39s 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

Promotion - Introduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising, Publicity, and Sales Promotion

Pricing Objectives and Policies

Price Setting in the Business World

Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Economics Fundamentals

Marketing Arithmetic

Filters