Question 1

Which of the following is an ethical problem in marketing research?

Accepted Answer

A)  A researcher does not disclose problems that occurred during consumer interviews. 
B)  A company calls consumers under the guise of doing research when the phone calls are really sales pitches for the company's products. 
C)  A manager informs a researcher that the only acceptable results are ones that confirm the manager's existing viewpoints. 
D)  A researcher deliberately withholds details about how a research study was conducted. 
E)  All of these statements illustrate ethical problems in marketing research. 
A)  A researcher does not disclose problems that occurred during consumer interviews. 
B)  A company calls consumers under the guise of doing research when the phone calls are really sales pitches for the company's products. 
C)  A manager informs a researcher that the only acceptable results are ones that confirm the manager's existing viewpoints. 
D)  A researcher deliberately withholds details about how a research study was conducted. 
E)  All of these statements illustrate ethical problems in marketing research.

Question 2

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 3

In general, a marketing researcher should get some problem-specific data before planning a formal research project.

Accepted Answer

A) True 
 B)False

Question 4

Which method of data collection is typically best when you want respondents to quickly answer a small number of fairly simple questions?

Accepted Answer

A)  Telephone 
B)  Mail 
C)  Observation 
D)  Experiment 
E)  Secondary 
A)  Telephone 
B)  Mail 
C)  Observation 
D)  Experiment 
E)  Secondary

Question 5

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 6

Defining the problem is the first step in the marketing research process--and is usually the easiest job for the researcher.

Accepted Answer

A) True 
 B)False

Question 7

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 8

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 9

Much of the secondary data on the Internet is stored in database formats that standard website search engines cannot find.

Accepted Answer

A) True 
 B)False

Question 10

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 11

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

Accepted Answer

A)  response rate. 
B)  sample base unit (SBU) rate. 
C)  population rate. 
D)  sample rate. 
E)  hit rate. 
A)  response rate. 
B)  sample base unit (SBU) rate. 
C)  population rate. 
D)  sample rate. 
E)  hit rate.

Question 12

A marketing researcher using the scientific method develops and tests hypotheses about the relationships between things or about what will happen in the future.

Accepted Answer

A) True 
 B)False

Question 13

By computing confidence intervals a researcher can:

Accepted Answer

A)  have just as much confidence in an estimate from a small sample. 
B)  offset some of the problems of having a nonrepresentative sample. 
C)  estimate how precise her research results are likely to be. 
D)  none of these alternatives is a good answer. 
A)  have just as much confidence in an estimate from a small sample. 
B)  offset some of the problems of having a nonrepresentative sample. 
C)  estimate how precise her research results are likely to be. 
D)  none of these alternatives is a good answer.

Question 14

_____ refers to the procedures that develop and analyze new information about a market.

Accepted Answer

A)  Marketing research 
B)  Marketing information system 
C)  Frequency monitoring program 
D)  Marketing plan 
E)  Management information system 
A)  Marketing research 
B)  Marketing information system 
C)  Frequency monitoring program 
D)  Marketing plan 
E)  Management information system

Question 15

An intranet works like the Internet but access is limited to a company's employees.

Accepted Answer

A) True 
 B)False

Question 16

When using __________, researchers compare the responses of two or more groups that are similar except on the characteristic being tested.

Accepted Answer

A)  response rates 
B)  consumer panels 
C)  experimental method 
D)  personal interview surveys 
E)  opinion leader analysis 
A)  response rates 
B)  consumer panels 
C)  experimental method 
D)  personal interview surveys 
E)  opinion leader analysis

Question 17

A marketing information system (MIS) is a large computer which allows consumers to determine the prices of food products at grocery stores in any geographic area.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following statements about a situation analysis is False?

Accepted Answer

A)  A situation analysis is mainly a study of new information that is not already available. 
B)  A situation analysis may involve informal discussions with knowledgeable people. 
C)  A situation analysis may help educate a researcher who is dealing with an unfamiliar subject. 
D)  A situation analysis should include finding relevant secondary data. 
E)  None of these statements about a situation analysis is False. 
A)  A situation analysis is mainly a study of new information that is not already available. 
B)  A situation analysis may involve informal discussions with knowledgeable people. 
C)  A situation analysis may help educate a researcher who is dealing with an unfamiliar subject. 
D)  A situation analysis should include finding relevant secondary data. 
E)  None of these statements about a situation analysis is False.

Question 19

A decision-making approach that focuses on being objective and orderly in testing ideas before accepting them is the:

Accepted Answer

A)  MIS method. 
B)  scientific method. 
C)  statistical method. 
D)  DSS method. 
E)  marketing models method. 
A)  MIS method. 
B)  scientific method. 
C)  statistical method. 
D)  DSS method. 
E)  marketing models method.

Question 20

A consumer products manufacturer wants consumer reaction to its existing products. Interaction is considered important to stimulate thinking. The firm should use:

Accepted Answer

A)  the observation method. 
B)  focus group interviews. 
C)  the GSR (galvanic skin response) method. 
D)  quantitative interviews. 
E)  telephone interviews. 
A)  the observation method. 
B)  focus group interviews. 
C)  the GSR (galvanic skin response) method. 
D)  quantitative interviews. 
E)  telephone interviews.

Which of the following is an ethical problem in marketing research?

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

In general, a marketing researcher should get some problem-specific data before planning a formal research project.

Which method of data collection is typically best when you want respondents to quickly answer a small number of fairly simple questions?

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.

Defining the problem is the first step in the marketing research process--and is usually the easiest job for the researcher.

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

Which of the following statements concerning secondary data is correct?

Much of the secondary data on the Internet is stored in database formats that standard website search engines cannot find.

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:

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

A marketing researcher using the scientific method develops and tests hypotheses about the relationships between things or about what will happen in the future.

By computing confidence intervals a researcher can:

_____ refers to the procedures that develop and analyze new information about a market.

An intranet works like the Internet but access is limited to a company's employees.

When using __________, researchers compare the responses of two or more groups that are similar except on the characteristic being tested.

A marketing information system (MIS) is a large computer which allows consumers to determine the prices of food products at grocery stores in any geographic area.

Which of the following statements about a situation analysis is False?

A decision-making approach that focuses on being objective and orderly in testing ideas before accepting them is the:

A consumer products manufacturer wants consumer reaction to its existing products. Interaction is considered important to stimulate thinking. The firm should use:

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

Which of the following is an ethical problem in marketing research?

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

In general, a marketing researcher should get some problem-specific data before planning a formal research project.

Which method of data collection is typically best when you want respondents to quickly answer a small number of fairly simple questions?

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.

Defining the problem is the first step in the marketing research process--and is usually the easiest job for the researcher.

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

Which of the following statements concerning secondary data is correct?

Much of the secondary data on the Internet is stored in database formats that standard website search engines cannot find.

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:

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

A marketing researcher using the scientific method develops and tests hypotheses about the relationships between things or about what will happen in the future.

By computing confidence intervals a researcher can:

_____ refers to the procedures that develop and analyze new information about a market.

An intranet works like the Internet but access is limited to a company's employees.

When using __________, researchers compare the responses of two or more groups that are similar except on the characteristic being tested.

A marketing information system (MIS) is a large computer which allows consumers to determine the prices of food products at grocery stores in any geographic area.

Which of the following statements about a situation analysis is False?

A decision-making approach that focuses on being objective and orderly in testing ideas before accepting them is the:

A consumer products manufacturer wants consumer reaction to its existing products. Interaction is considered important to stimulate thinking. The firm should use:

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

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.