Question 1

A typical cost for a focus group interview of 6 to 10 participants is about:

Accepted Answer

A)  $1,000. 
B)  $2,000. 
C)  $3,000. 
D)  $4,000. 
E)  $5,000. 
A)  $1,000. 
B)  $2,000. 
C)  $3,000. 
D)  $4,000. 
E)  $5,000.

Question 2

Online focus group participants usually feel freer to express their honest opinions than do participants in traditional focus groups.

Accepted Answer

A) True 
 B)False

Question 3

Even though marketing managers might like more information, they must balance the high cost of good research against its probable value to management.

Accepted Answer

A) True 
 B)False

Question 4

Regarding "marketing research" and "marketing information systems":

Accepted Answer

A)  marketing information systems gather and analyze data from sources inside the company, while marketing research handles all external sources. 
B)  marketing information systems make information more available and more accessible. 
C)  marketing information systems tend to increase the quantity of information available for decision making, but with some decrease in quality. 
D)  most firms have gone "too far" trying to apply modern decision-making techniques. 
E)  None of these alternatives is true. 
A)  marketing information systems gather and analyze data from sources inside the company, while marketing research handles all external sources. 
B)  marketing information systems make information more available and more accessible. 
C)  marketing information systems tend to increase the quantity of information available for decision making, but with some decrease in quality. 
D)  most firms have gone "too far" trying to apply modern decision-making techniques. 
E)  None of these alternatives is true.

Question 5

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 6

When getting information for marketing decisions, the marketing manager:

Accepted Answer

A)  may use both internal and external sources of information. 
B)  may need to make some decisions based on incomplete information. 
C)  may need to rely on his or her own instincts to make some decisions. 
D)  should have access to ongoing information about business performance. 
E)  all of these alternatives are correct. 
A)  may use both internal and external sources of information. 
B)  may need to make some decisions based on incomplete information. 
C)  may need to rely on his or her own instincts to make some decisions. 
D)  should have access to ongoing information about business performance. 
E)  all of these alternatives are correct.

Question 7

A situation analysis

Accepted Answer

A)  usually involves formal talks with informed people. 
B)  can help define the problem. 
C)  should never involve a firm's customers. 
D)  is a step that can often be skipped. 
E)  provides a controlled test of an hypothesis. 
A)  usually involves formal talks with informed people. 
B)  can help define the problem. 
C)  should never involve a firm's customers. 
D)  is a step that can often be skipped. 
E)  provides a controlled test of an hypothesis.

Question 8

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 9

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 10

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 11

J.D. Power's surveys of customer satisfaction are a popular example of syndicated research.
D. Power's surveys of customer satisfaction as the basis for advertising claims. This serves as an example of syndicated research.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is the correct sequence of steps in the marketing research process?

Accepted Answer

A)  Getting problem-specific data; interpreting data; defining the problem; analyzing the situation; solving the problem. 
B)  Analyzing the situation; getting problem-specific data; interpreting data; defining the problem; solving the problem. 
C)  Defining the problem; getting problem-specific data; interpreting data; analyzing the situation; solving the problem. 
D)  Defining the problem; analyzing the situation; getting problem-specific data; interpreting the data; solving the problem. 
E)  None of these is the correct sequence of steps in the marketing research process. 
A)  Getting problem-specific data; interpreting data; defining the problem; analyzing the situation; solving the problem. 
B)  Analyzing the situation; getting problem-specific data; interpreting data; defining the problem; solving the problem. 
C)  Defining the problem; getting problem-specific data; interpreting data; analyzing the situation; solving the problem. 
D)  Defining the problem; analyzing the situation; getting problem-specific data; interpreting the data; solving the problem. 
E)  None of these is the correct sequence of steps in the marketing research process.

Question 13

A statistical package is likely to be used with quantitative research, but not with qualitative research.

Accepted Answer

A) True 
 B)False

Question 14

Focus groups

Accepted Answer

A)  stimulate discussion among participants. 
B)  involve interviewing people in a formal setting. 
C)  use close-ended, yes or no questions. 
D)  are the same as opinion leaders. 
E)  are the same as reference groups. 
A)  stimulate discussion among participants. 
B)  involve interviewing people in a formal setting. 
C)  use close-ended, yes or no questions. 
D)  are the same as opinion leaders. 
E)  are the same as reference groups.

Question 15

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

Accepted Answer

A)  strategy planning. 
B)  operational planning. 
C)  analytical research. 
D)  marketing research. 
E)  statistical techniques. 
A)  strategy planning. 
B)  operational planning. 
C)  analytical research. 
D)  marketing research. 
E)  statistical techniques.

Question 16

The ______________ method is an information gathering method in which the responses of groups which are similar--except on the characteristic being tested--are compared.

Accepted Answer

A)  focus group 
B)  random 
C)  observing 
D)  experimental 
E)  qualitative questioning 
A)  focus group 
B)  random 
C)  observing 
D)  experimental 
E)  qualitative questioning

Question 17

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 18

Business market researchers commonly use ______________ because of their flexibility.

Accepted Answer

A)  mail questionnaires 
B)  focus group interviews 
C)  personal interviews 
D)  telephone interviews 
E)  none of these choices is a good answer. 
A)  mail questionnaires 
B)  focus group interviews 
C)  personal interviews 
D)  telephone interviews 
E)  none of these choices is a good answer.

Question 19

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 20

Which of the following statements is True regarding the last step in the marketing research process--solving the problem?

Accepted Answer

A)  In this step, managers use the research results to make decisions. 
B)  Research needs to have action implications to have value. 
C)  Managers should be able to apply the research findings to marketing strategy planning. 
D)  Research that does not provide information that is useful for decision-making is a waste of time and money. 
E)  All of these statements are True. 
A)  In this step, managers use the research results to make decisions. 
B)  Research needs to have action implications to have value. 
C)  Managers should be able to apply the research findings to marketing strategy planning. 
D)  Research that does not provide information that is useful for decision-making is a waste of time and money. 
E)  All of these statements are True.

A typical cost for a focus group interview of 6 to 10 participants is about:

Online focus group participants usually feel freer to express their honest opinions than do participants in traditional focus groups.

Even though marketing managers might like more information, they must balance the high cost of good research against its probable value to management.

Regarding "marketing research" and "marketing information systems":

Quantitative marketing research

When getting information for marketing decisions, the marketing manager:

A situation analysis

Mail surveys:

A research proposal

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

J.D. Power's surveys of customer satisfaction are a popular example of syndicated research. D. Power's surveys of customer satisfaction as the basis for advertising claims. This serves as an example of syndicated research.

Which of the following is the correct sequence of steps in the marketing research process?

A statistical package is likely to be used with quantitative research, but not with qualitative research.

Focus groups

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

The ______________ method is an information gathering method in which the responses of groups which are similar--except on the characteristic being tested--are compared.

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

Business market researchers commonly use ______________ because of their flexibility.

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

Which of the following statements is True regarding the last step in the marketing research process--solving the problem?

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

A typical cost for a focus group interview of 6 to 10 participants is about:

Online focus group participants usually feel freer to express their honest opinions than do participants in traditional focus groups.

Even though marketing managers might like more information, they must balance the high cost of good research against its probable value to management.

Regarding "marketing research" and "marketing information systems":

Quantitative marketing research

When getting information for marketing decisions, the marketing manager:

A situation analysis

Mail surveys:

A research proposal

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

J.D. Power's surveys of customer satisfaction are a popular example of syndicated research. D. Power's surveys of customer satisfaction as the basis for advertising claims. This serves as an example of syndicated research.

Which of the following is the correct sequence of steps in the marketing research process?

A statistical package is likely to be used with quantitative research, but not with qualitative research.

Focus groups

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

The ______________ method is an information gathering method in which the responses of groups which are similar--except on the characteristic being tested--are compared.

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

Business market researchers commonly use ______________ because of their flexibility.

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

Which of the following statements is True regarding the last step in the marketing research process--solving the problem?

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