Question 1

Which of the following statements about doing a situation analysis is correct?

Accepted Answer

A)  There is very little government data on business and commercial markets. 
B)  Doing a good situation analysis is usually much less expensive than collecting primary data. 
C)  There is little value to having a marketing researcher involved because a good marketing manager is able to do what is required. 
D)  Doing a good situation analysis usually takes much longer than gathering primary data. 
E)  None of these statements about doing a situation analysis is true. 
A)  There is very little government data on business and commercial markets. 
B)  Doing a good situation analysis is usually much less expensive than collecting primary data. 
C)  There is little value to having a marketing researcher involved because a good marketing manager is able to do what is required. 
D)  Doing a good situation analysis usually takes much longer than gathering primary data. 
E)  None of these statements about doing a situation analysis is true.

Question 2

The part of the relevant population that is surveyed by a researcher is called the:

Accepted Answer

A)  representative group. 
B)  focal group. 
C)  target population. 
D)  sample. 
E)  research group. 
A)  representative group. 
B)  focal group. 
C)  target population. 
D)  sample. 
E)  research group.

Question 3

Use of the scientific method in marketing research forces researchers to use an inflexible process.

Accepted Answer

A) True 
 B)False

Question 4

Qualitative research seeks structured responses that can be summarized in numbers, like percentages, averages, or other statistics.

Accepted Answer

A) True 
 B)False

Question 5

Which variation of personal interview surveys helps reduce the cost of locating consumer respondents?

Accepted Answer

A)  Pull interviews 
B)  Mall intercept interviews 
C)  Push interviews 
D)  Perception interviews 
A)  Pull interviews 
B)  Mall intercept interviews 
C)  Push interviews 
D)  Perception interviews

Question 6

Marketing research:

Accepted Answer

A)  usually requires complex statistical techniques, so marketing managers should leave planning of the research to the research specialists. 
B)  is likely to be more effective when guided by the strategy planning framework. 
C)  should gather as much information as possible. 
D)  begins by analyzing the situation. 
E)  All of these alternatives about marketing research are correct. 
A)  usually requires complex statistical techniques, so marketing managers should leave planning of the research to the research specialists. 
B)  is likely to be more effective when guided by the strategy planning framework. 
C)  should gather as much information as possible. 
D)  begins by analyzing the situation. 
E)  All of these alternatives about marketing research are correct.

Question 7

Focus group interviews are a form of quantitative research.

Accepted Answer

A) True 
 B)False

Question 8

Access to information on an intranet is usually limited to a firm's own employees.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is likely to be part of a situation analysis?

Accepted Answer

A)  A marketing analyst looks up data in Advertising Age magazine about expenditures in the firm's market. 
B)  A marketing researcher asks a trade association for one of its reports. 
C)  A marketing manager searches a library directory resource like ipl2. 
D)  All of these are good choices. 
A)  A marketing analyst looks up data in Advertising Age magazine about expenditures in the firm's market. 
B)  A marketing researcher asks a trade association for one of its reports. 
C)  A marketing manager searches a library directory resource like ipl2. 
D)  All of these are good choices.

Question 10

Specialized search engines like Blogdex and Google Groups can locate websites that allow marketing managers to listen in or ask questions as customers chat about companies and brands.

Accepted Answer

A) True 
 B)False

Question 11

Nielsen's TV audience research and Arbitron's radio audience research illustrate that observing is a common research method in advertising.

Accepted Answer

A) True 
 B)False

Question 12

One reason for the popularity of mail surveys is that the response rates are usually very high.

Accepted Answer

A) True 
 B)False

Question 13

Test-marketing is an example of a(n):

Accepted Answer

A)  Mail survey. 
B)  Focus group. 
C)  Situation analysis. 
D)  Telephone survey. 
E)  Experiment. 
A)  Mail survey. 
B)  Focus group. 
C)  Situation analysis. 
D)  Telephone survey. 
E)  Experiment.

Question 14

With focus group interviews,

Accepted Answer

A)  consumers talk as a group for about 10 minutes, and then meet individually with an interviewer. 
B)  it is typical for the researcher to develop quantitative summaries of the results. 
C)  marketing managers can estimate the size of the market for a new product. 
D)  the objective is to get the group to interact, so that many ideas are generated. 
E)  researchers try to select a large sample so they can extend the results to the whole population. 
A)  consumers talk as a group for about 10 minutes, and then meet individually with an interviewer. 
B)  it is typical for the researcher to develop quantitative summaries of the results. 
C)  marketing managers can estimate the size of the market for a new product. 
D)  the objective is to get the group to interact, so that many ideas are generated. 
E)  researchers try to select a large sample so they can extend the results to the whole population.

Question 15

A good place for a marketing analyst to START looking for published statistical data is the:

Accepted Answer

A)  Encyclopedia of Associations. 
B)  Congressional Record. 
C)  Wall Street Journal. 
D)  Statistical Abstract of the United States. 
E)  New York Times research files. 
A)  Encyclopedia of Associations. 
B)  Congressional Record. 
C)  Wall Street Journal. 
D)  Statistical Abstract of the United States. 
E)  New York Times research files.

Question 16

Defining the problem is often the most difficult step in the marketing research process.

Accepted Answer

A) True 
 B)False

Question 17

A formal marketing research project usually involves gathering primary data.

Accepted Answer

A) True 
 B)False

Question 18

A ______________ is an organized way of continually gathering and analyzing data to get information to help marketing managers make ongoing decisions.

Accepted Answer

A)  marketing information system 
B)  marketing model 
C)  marketing research project 
D)  marketing research department 
E)  marketing logistics system 
A)  marketing information system 
B)  marketing model 
C)  marketing research project 
D)  marketing research department 
E)  marketing logistics system

Question 19

When a marketing manager searches the Internet to find information about a research problem, this is an example of a(n):

Accepted Answer

A)  intranet. 
B)  experiment. 
C)  hypothesis testing. 
D)  situation analysis. 
E)  data warehouse. 
A)  intranet. 
B)  experiment. 
C)  hypothesis testing. 
D)  situation analysis. 
E)  data warehouse.

Question 20

The scientific method

Accepted Answer

A)  rejects the idea that marketing managers can make "educated guesses" about marketing relationships. 
B)  is an orderly way of presenting your point of view. 
C)  assumes that statistical analysis provides the only basis for rejecting an hypothesis. 
D)  is a hit-or-miss approach. 
E)  None of these alternatives is correct. 
A)  rejects the idea that marketing managers can make "educated guesses" about marketing relationships. 
B)  is an orderly way of presenting your point of view. 
C)  assumes that statistical analysis provides the only basis for rejecting an hypothesis. 
D)  is a hit-or-miss approach. 
E)  None of these alternatives is correct.

Which of the following statements about doing a situation analysis is correct?

The part of the relevant population that is surveyed by a researcher is called the:

Use of the scientific method in marketing research forces researchers to use an inflexible process.

Qualitative research seeks structured responses that can be summarized in numbers, like percentages, averages, or other statistics.

Which variation of personal interview surveys helps reduce the cost of locating consumer respondents?

Marketing research:

Focus group interviews are a form of quantitative research.

Access to information on an intranet is usually limited to a firm's own employees.

Which of the following is likely to be part of a situation analysis?

Specialized search engines like Blogdex and Google Groups can locate websites that allow marketing managers to listen in or ask questions as customers chat about companies and brands.

Nielsen's TV audience research and Arbitron's radio audience research illustrate that observing is a common research method in advertising.

One reason for the popularity of mail surveys is that the response rates are usually very high.

Test-marketing is an example of a(n):

With focus group interviews,

A good place for a marketing analyst to START looking for published statistical data is the:

Defining the problem is often the most difficult step in the marketing research process.

A formal marketing research project usually involves gathering primary data.

A ______________ is an organized way of continually gathering and analyzing data to get information to help marketing managers make ongoing decisions.

When a marketing manager searches the Internet to find information about a research problem, this is an example of a(n):

The scientific method

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 doing a situation analysis is correct?

The part of the relevant population that is surveyed by a researcher is called the:

Use of the scientific method in marketing research forces researchers to use an inflexible process.

Qualitative research seeks structured responses that can be summarized in numbers, like percentages, averages, or other statistics.

Which variation of personal interview surveys helps reduce the cost of locating consumer respondents?

Marketing research:

Focus group interviews are a form of quantitative research.

Access to information on an intranet is usually limited to a firm's own employees.

Which of the following is likely to be part of a situation analysis?

Specialized search engines like Blogdex and Google Groups can locate websites that allow marketing managers to listen in or ask questions as customers chat about companies and brands.

Nielsen's TV audience research and Arbitron's radio audience research illustrate that observing is a common research method in advertising.

One reason for the popularity of mail surveys is that the response rates are usually very high.

Test-marketing is an example of a(n):

With focus group interviews,

A good place for a marketing analyst to START looking for published statistical data is the:

Defining the problem is often the most difficult step in the marketing research process.

A formal marketing research project usually involves gathering primary data.

A ______________ is an organized way of continually gathering and analyzing data to get information to help marketing managers make ongoing decisions.

When a marketing manager searches the Internet to find information about a research problem, this is an example of a(n):

The scientific method

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