Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

Secondary data:

Accepted Answer

A)  may not be specific enough to answer the question under consideration. 
B)  should be considered before primary data is collected. 
C)  is often all that is needed to solve a problem. 
D)  is available both internally and outside the firm. 
E)  all of these alternatives are correct. 
A)  may not be specific enough to answer the question under consideration. 
B)  should be considered before primary data is collected. 
C)  is often all that is needed to solve a problem. 
D)  is available both internally and outside the firm. 
E)  all of these alternatives are correct.

Question 3

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 4

Regarding an estimate from a survey, the range on either side of the survey result that is likely to contain the "true" value of the relevant population is called:

Accepted Answer

A)  sample range. 
B)  accuracy range. 
C)  confidence interval. 
D)  validity interval. 
E)  population estimate. 
A)  sample range. 
B)  accuracy range. 
C)  confidence interval. 
D)  validity interval. 
E)  population estimate.

Question 5

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 6

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 7

Data that has been collected or published already is:

Accepted Answer

A)  primary data. 
B)  free. 
C)  franchised data. 
D)  secondary data. 
E)  none of these are good choices. 
A)  primary data. 
B)  free. 
C)  franchised data. 
D)  secondary data. 
E)  none of these are good choices.

Question 8

Popular Internet search engines for locating secondary data include:

Accepted Answer

A)  Google 
B)  Ask 
C)  Yahoo 
D)  All of these Internet search engines are likely to be useful. 
A)  Google 
B)  Ask 
C)  Yahoo 
D)  All of these Internet search engines are likely to be useful.

Question 9

Which of the following is usually the most expensive way to collect data from consumers?

Accepted Answer

A)  Telephone surveys 
B)  E-mail surveys 
C)  Online surveys 
D)  Mail surveys 
E)  Personal interviews 
A)  Telephone surveys 
B)  E-mail surveys 
C)  Online surveys 
D)  Mail surveys 
E)  Personal interviews

Question 10

Online focus groups can offset some of the limitations of traditional focus groups because one aggressive member is less likely to dominate the group.

Accepted Answer

A) True 
 B)False

Question 11

Use of the scientific method in marketing research helps managers make the best decisions possible.

Accepted Answer

A) True 
 B)False

Question 12

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 13

The government, advertising agencies, newspapers, trade associations, and research subscription services are all major sources of primary data.

Accepted Answer

A) True 
 B)False

Question 14

What would be the best way for the marketing manager of a supermarket to find out how consumers move through the store?

Accepted Answer

A)  Have an interviewer go through the store with each customer. 
B)  Observe customers with hidden cameras. 
C)  Give customers a questionnaire after they have finished shopping. 
D)  Install checkout counters at the end of each aisle. 
E)  None of these alternatives would be very good. 
A)  Have an interviewer go through the store with each customer. 
B)  Observe customers with hidden cameras. 
C)  Give customers a questionnaire after they have finished shopping. 
D)  Install checkout counters at the end of each aisle. 
E)  None of these alternatives would be very good.

Question 15

Joy Rinaldo has agreed to participate in marketing research in which she will provide information about her purchases on an ongoing basis. She is probably part of a:

Accepted Answer

A)  confidence interval. 
B)  statistical package. 
C)  contributor group. 
D)  consumer panel. 
E)  focus group. 
A)  confidence interval. 
B)  statistical package. 
C)  contributor group. 
D)  consumer panel. 
E)  focus group.

Question 16

Which of the following is probably NOT a part of a situation analysis?

Accepted Answer

A)  A marketing manager asks a radio station for a copy of an audience study. 
B)  A marketing analyst determines from a Census publication how many manufacturers are in the Portland area. 
C)  A marketing analyst looks in the Index of Business Periodicals for articles about a large retail chain. 
D)  A computer company asks ten lawyers to participate in a focus group on how they use computers. 
E)  All of these alternatives seem to be part of a situation analysis. 
A)  A marketing manager asks a radio station for a copy of an audience study. 
B)  A marketing analyst determines from a Census publication how many manufacturers are in the Portland area. 
C)  A marketing analyst looks in the Index of Business Periodicals for articles about a large retail chain. 
D)  A computer company asks ten lawyers to participate in a focus group on how they use computers. 
E)  All of these alternatives seem to be part of a situation analysis.

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

Secondary data:

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

Regarding an estimate from a survey, the range on either side of the survey result that is likely to contain the "true" value of the relevant population is called:

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

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.

Data that has been collected or published already is:

Popular Internet search engines for locating secondary data include:

Which of the following is usually the most expensive way to collect data from consumers?

Online focus groups can offset some of the limitations of traditional focus groups because one aggressive member is less likely to dominate the group.

Use of the scientific method in marketing research helps managers make the best decisions possible.

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

The government, advertising agencies, newspapers, trade associations, and research subscription services are all major sources of primary data.

What would be the best way for the marketing manager of a supermarket to find out how consumers move through the store?

Joy Rinaldo has agreed to participate in marketing research in which she will provide information about her purchases on an ongoing basis. She is probably part of a:

Which of the following is probably NOT a part of a situation analysis?

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

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

Secondary data:

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

Regarding an estimate from a survey, the range on either side of the survey result that is likely to contain the "true" value of the relevant population is called:

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

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.

Data that has been collected or published already is:

Popular Internet search engines for locating secondary data include:

Which of the following is usually the most expensive way to collect data from consumers?

Online focus groups can offset some of the limitations of traditional focus groups because one aggressive member is less likely to dominate the group.

Use of the scientific method in marketing research helps managers make the best decisions possible.

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

The government, advertising agencies, newspapers, trade associations, and research subscription services are all major sources of primary data.

What would be the best way for the marketing manager of a supermarket to find out how consumers move through the store?

Joy Rinaldo has agreed to participate in marketing research in which she will provide information about her purchases on an ongoing basis. She is probably part of a:

Which of the following is probably NOT a part of a situation analysis?

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