Question 1

Which of the following statements about the marketing research process is NOT TRUE?

Accepted Answer

A)  Defining the problem is important because this decision will remain unchanged throughout the process. 
B)  The situation analysis step helps educate a researcher. 
C)  Researchers and marketing managers need to work together. 
D)  The situation analysis includes looking at secondary data. 
E)  Marketing managers often have to explain problems to researchers. 
A)  Defining the problem is important because this decision will remain unchanged throughout the process. 
B)  The situation analysis step helps educate a researcher. 
C)  Researchers and marketing managers need to work together. 
D)  The situation analysis includes looking at secondary data. 
E)  Marketing managers often have to explain problems to researchers.

Question 2

Marketing research focuses on changing information needs while an MIS focuses on recurring information needs.

Accepted Answer

A) True 
 B)False

Question 3

Regarding the marketing research process, defining the problem

Accepted Answer

A)  means identifying the symptoms. 
B)  usually requires that problem specific data be collected and interpreted. 
C)  may have to wait until after a situation analysis has been completed. 
D)  All of these alternatives are true. 
A)  means identifying the symptoms. 
B)  usually requires that problem specific data be collected and interpreted. 
C)  may have to wait until after a situation analysis has been completed. 
D)  All of these alternatives are true.

Question 4

Regarding the marketing research process, defining the problem

Accepted Answer

A)  is often confused with identifying the symptoms of the problem. 
B)  can be guided by the marketing strategy planning framework. 
C)  precisely may have to wait until after a situation analysis has been completed. 
D)  All of these alternatives are true. 
A)  is often confused with identifying the symptoms of the problem. 
B)  can be guided by the marketing strategy planning framework. 
C)  precisely may have to wait until after a situation analysis has been completed. 
D)  All of these alternatives are true.

Question 5

The research proposal may include information about all of the following except

Accepted Answer

A)  what the costs will be. 
B)  who will analyze the data. 
C)  what data will be collected. 
D)  how long the process will take. 
E)  what the possible solutions are. 
A)  what the costs will be. 
B)  who will analyze the data. 
C)  what data will be collected. 
D)  how long the process will take. 
E)  what the possible solutions are.

Question 6

Marketing managers can search the Internet for secondary data by using:

Accepted Answer

A)  a popular Internet subject directory like Yahoo. 
B)  a library Internet subject directory like INFOMINE. 
C)  a powerful Internet search engine like Google. 
D)  a relevant database that is accessed by using software at the website where the database is located. 
E)  all of these are ways to search the Internet for secondary data. 
A)  a popular Internet subject directory like Yahoo. 
B)  a library Internet subject directory like INFOMINE. 
C)  a powerful Internet search engine like Google. 
D)  a relevant database that is accessed by using software at the website where the database is located. 
E)  all of these are ways to search the Internet for secondary data.

Question 7

Applying the experimental method in marketing research usually means the responses of groups are compared.

Accepted Answer

A) True 
 B)False

Question 8

One of the important jobs of marketing researchers is to provide marketing managers with information that is changing.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following would be a source of primary data?

Accepted Answer

A)  U.S. Census Bureau reports. 
B)  Company records on sales, costs, and advertising. 
C)  Market tests. 
D)  A Google search. 
E)  None of these is a good choice. 
A)  U.S. Census Bureau reports. 
B)  Company records on sales, costs, and advertising. 
C)  Market tests. 
D)  A Google search. 
E)  None of these is a good choice.

Question 10

Data that has already been collected or published is:

Accepted Answer

A)  useful data. 
B)  secondary data. 
C)  primary data. 
D)  free data. 
E)  rarely--if ever--useful for marketing decision making. 
A)  useful data. 
B)  secondary data. 
C)  primary data. 
D)  free data. 
E)  rarely--if ever--useful for marketing decision making.

Question 11

Marketing research:

Accepted Answer

A)  should be planned by research specialists who understand research techniques better than marketing managers. 
B)  is needed to keep marketing managers in touch with their markets. 
C)  consists mainly of survey design and statistical techniques. 
D)  is only needed by producers who have long channels of distribution. 
E)  All of these alternatives are correct. 
A)  should be planned by research specialists who understand research techniques better than marketing managers. 
B)  is needed to keep marketing managers in touch with their markets. 
C)  consists mainly of survey design and statistical techniques. 
D)  is only needed by producers who have long channels of distribution. 
E)  All of these alternatives are correct.

Question 12

Managers at Wayzata Communications, an Internet service provider, want access to a continual flow of information about their market -- available whenever they need it. Wayzata managers need a(n)

Accepted Answer

A)  marketing information system. 
B)  intranet. 
C)  data warehouse. 
D)  customer relationship management system. 
E)  program for rapid information sources. 
A)  marketing information system. 
B)  intranet. 
C)  data warehouse. 
D)  customer relationship management system. 
E)  program for rapid information sources.

Question 13

_____ is an informal study of what information is already available in the problem area.

Accepted Answer

A)  Qualitative research 
B)  Situation analysis 
C)  A focus group interview 
D)  Quantitative research 
E)  A marketing model 
A)  Qualitative research 
B)  Situation analysis 
C)  A focus group interview 
D)  Quantitative research 
E)  A marketing model

Question 14

Qualitative research seeks in-depth, open-ended responses.

Accepted Answer

A) True 
 B)False

Question 15

Marketing research:

Accepted Answer

A)  should be planned by research specialists who understand research techniques better than marketing managers. 
B)  is only needed by producers who use long channels of distribution. 
C)  is not needed by nonprofits because they determine success differently from for-profits. 
D)  is not needed by business marketers because their needs are different from consumer marketers. 
E)  can get changing information that is not available in the MIS. 
A)  should be planned by research specialists who understand research techniques better than marketing managers. 
B)  is only needed by producers who use long channels of distribution. 
C)  is not needed by nonprofits because they determine success differently from for-profits. 
D)  is not needed by business marketers because their needs are different from consumer marketers. 
E)  can get changing information that is not available in the MIS.

Question 16

To avoid wasting time working on the wrong problem, marketing researchers can use a logical strategy planning framework to guide their efforts.

Accepted Answer

A) True 
 B)False

Question 17

____ 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 18

All of the following are examples of secondary data sources EXCEPT:

Accepted Answer

A)  Statistical Abstract of the United States. 
B)  a phone survey this month of past customers. 
C)  library sources. 
D)  trade association studies. 
E)  government reports. 
A)  Statistical Abstract of the United States. 
B)  a phone survey this month of past customers. 
C)  library sources. 
D)  trade association studies. 
E)  government reports.

Question 19

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 20

Since marketing managers have to be able to evaluate research results, they should be involved in the design of research projects--even though they may not be research specialists.

Accepted Answer

A) True 
 B)False

Which of the following statements about the marketing research process is NOT TRUE?

Marketing research focuses on changing information needs while an MIS focuses on recurring information needs.

Regarding the marketing research process, defining the problem

Regarding the marketing research process, defining the problem

The research proposal may include information about all of the following except

Marketing managers can search the Internet for secondary data by using:

Applying the experimental method in marketing research usually means the responses of groups are compared.

One of the important jobs of marketing researchers is to provide marketing managers with information that is changing.

Which of the following would be a source of primary data?

Data that has already been collected or published is:

Marketing research:

Managers at Wayzata Communications, an Internet service provider, want access to a continual flow of information about their market -- available whenever they need it. Wayzata managers need a(n)

_____ is an informal study of what information is already available in the problem area.

Qualitative research seeks in-depth, open-ended responses.

Marketing research:

To avoid wasting time working on the wrong problem, marketing researchers can use a logical strategy planning framework to guide their efforts.

____ is an example of a primary data source.

All of the following are examples of secondary data sources EXCEPT:

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

Since marketing managers have to be able to evaluate research results, they should be involved in the design of research projects--even though they may not be research specialists.

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 statements about the marketing research process is NOT TRUE?

Marketing research focuses on changing information needs while an MIS focuses on recurring information needs.

Regarding the marketing research process, defining the problem

Regarding the marketing research process, defining the problem

The research proposal may include information about all of the following except

Marketing managers can search the Internet for secondary data by using:

Applying the experimental method in marketing research usually means the responses of groups are compared.

One of the important jobs of marketing researchers is to provide marketing managers with information that is changing.

Which of the following would be a source of primary data?

Data that has already been collected or published is:

Marketing research:

Managers at Wayzata Communications, an Internet service provider, want access to a continual flow of information about their market -- available whenever they need it. Wayzata managers need a(n)

_____ is an informal study of what information is already available in the problem area.

Qualitative research seeks in-depth, open-ended responses.

Marketing research:

To avoid wasting time working on the wrong problem, marketing researchers can use a logical strategy planning framework to guide their efforts.

____ is an example of a primary data source.

All of the following are examples of secondary data sources EXCEPT:

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

Since marketing managers have to be able to evaluate research results, they should be involved in the design of research projects--even though they may not be research specialists.

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