Question 1

The Statistical Abstract of the United States is one of the most useful summaries of secondary data published by the federal government.

Accepted Answer

A) True 
 B)False

Question 2

Hypotheses are educated guesses about the relationships between things or about what will happen in the future.

Accepted Answer

A) True 
 B)False

Question 3

Observing--as a method of collecting data--should focus on a well-defined problem.

Accepted Answer

A) True 
 B)False

Question 4

Secondary data is information which is already published or collected.

Accepted Answer

A) True 
 B)False

Question 5

In marketing research, a population is a part of the relevant sample.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following statements about secondary data is correct?

Accepted Answer

A)  Secondary data is obtained only from sources outside of the firm. 
B)  Secondary data may be available much faster than primary data. 
C)  Results of "old" surveys are not secondary data. 
D)  Secondary data is usually more expensive to obtain than primary data. 
E)  None of these statements about secondary data is true. 
A)  Secondary data is obtained only from sources outside of the firm. 
B)  Secondary data may be available much faster than primary data. 
C)  Results of "old" surveys are not secondary data. 
D)  Secondary data is usually more expensive to obtain than primary data. 
E)  None of these statements about secondary data is true.

Question 7

Which of the following is most consistent with the marketing research process discussed in the text?

Accepted Answer

A)  "We know that time is always short, so as soon as we define the problem we get on with our data collection." 
B)  "We pay a lot for marketing research experts, so our managers don't waste time trying to figure out how projects should be conducted." 
C)  "We always use mail surveys, so that we won't have to worry about nonresponse problems." 
D)  "Secondary data is often all we need to solve our problems." 
E)  None of the statements is a good answer. 
A)  "We know that time is always short, so as soon as we define the problem we get on with our data collection." 
B)  "We pay a lot for marketing research experts, so our managers don't waste time trying to figure out how projects should be conducted." 
C)  "We always use mail surveys, so that we won't have to worry about nonresponse problems." 
D)  "Secondary data is often all we need to solve our problems." 
E)  None of the statements is a good answer.

Question 8

Whenever John shops for groceries, he gives an ID card to the clerk, who scans the number. Then the scanner records every purchase-- including brands, sizes, prices, and any coupons used. John is most probably a

Accepted Answer

A)  licensed purchaser. 
B)  consumer panel member. 
C)  market researcher. 
D)  focus group leader. 
E)  opinion leader. 
A)  licensed purchaser. 
B)  consumer panel member. 
C)  market researcher. 
D)  focus group leader. 
E)  opinion leader.

Question 9

The first thing a marketing manager should do if one of his firm's products drops in sales volume is:

Accepted Answer

A)  conduct a survey to see what is wrong. 
B)  define the problem. 
C)  set research priorities. 
D)  do a situation analysis. 
E)  interview representative customers. 
A)  conduct a survey to see what is wrong. 
B)  define the problem. 
C)  set research priorities. 
D)  do a situation analysis. 
E)  interview representative customers.

Question 10

_____ refers to an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions.

Accepted Answer

A)  Active marketing 
B)  Manufacturing information system 
C)  Marketing research 
D)  Marketing information system 
E)  Target marketing 
A)  Active marketing 
B)  Manufacturing information system 
C)  Marketing research 
D)  Marketing information system 
E)  Target marketing

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

A decision support system

Accepted Answer

A)  focuses only on numerical data. 
B)  makes it easy for a marketing manager to get and use information as s/he is making decisions. 
C)  organizes incoming information into a data warehouse. 
D)  is a place where databases are stored so that they are available when needed. 
E)  is a system for linking computers within a company. 
A)  focuses only on numerical data. 
B)  makes it easy for a marketing manager to get and use information as s/he is making decisions. 
C)  organizes incoming information into a data warehouse. 
D)  is a place where databases are stored so that they are available when needed. 
E)  is a system for linking computers within a company.

Question 13

Why are personal interviews usually preferred for research with business customers?

Accepted Answer

A)  They are usually less expensive per interview than mail or telephone surveys. 
B)  The interviewer can explain complicated directions and perhaps get better responses. 
C)  They are more convenient than mail or telephone surveys. 
D)  They are effective for getting quick answers to simple questions. 
E)  None of these alternatives is correct. 
A)  They are usually less expensive per interview than mail or telephone surveys. 
B)  The interviewer can explain complicated directions and perhaps get better responses. 
C)  They are more convenient than mail or telephone surveys. 
D)  They are effective for getting quick answers to simple questions. 
E)  None of these alternatives is correct.

Question 14

The total group a survey researcher is interested in is called the:

Accepted Answer

A)  population. 
B)  sample. 
C)  study group. 
D)  representative group. 
E)  None of these choices is a good answer. 
A)  population. 
B)  sample. 
C)  study group. 
D)  representative group. 
E)  None of these choices is a good answer.

Question 15

During the situation analysis, a marketing researcher will evaluate primary data rather than secondary data.

Accepted Answer

A) True 
 B)False

Question 16

A common quantitative research approach is to use survey questionnaires with multiple-choice questions.

Accepted Answer

A) True 
 B)False

Question 17

When a firm is doing similar research projects in different international markets, it makes sense for the marketing manager to coordinate the efforts so that comparisons across markets are possible.

Accepted Answer

A) True 
 B)False

Question 18

The scientific method

Accepted Answer

A)  rejects the idea that marketing managers can make "educated guesses" about marketing relationships. 
B)  shows that every marketing research project should have five steps. 
C)  is an orderly and objective approach to judging how good an idea really is. 
D)  recognizes that statistical analysis provides the only basis for rejecting an hypothesis. 
E)  None of these alternatives is true. 
A)  rejects the idea that marketing managers can make "educated guesses" about marketing relationships. 
B)  shows that every marketing research project should have five steps. 
C)  is an orderly and objective approach to judging how good an idea really is. 
D)  recognizes that statistical analysis provides the only basis for rejecting an hypothesis. 
E)  None of these alternatives is true.

Question 19

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

Accepted Answer

A)  marketing information systems gather, access, and analyze data from intracompany sources, while marketing research handles all external sources. 
B)  both tend to focus on nonrecurring information needs. 
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, access, and analyze data from intracompany sources, while marketing research handles all external sources. 
B)  both tend to focus on nonrecurring information needs. 
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 20

_________ concerns the extent to which data measures what it is intended to measure.

Accepted Answer

A)  Conformance 
B)  Reliability 
C)  Depth 
D)  Validity 
E)  Penetration 
A)  Conformance 
B)  Reliability 
C)  Depth 
D)  Validity 
E)  Penetration

The Statistical Abstract of the United States is one of the most useful summaries of secondary data published by the federal government.

Hypotheses are educated guesses about the relationships between things or about what will happen in the future.

Observing--as a method of collecting data--should focus on a well-defined problem.

Secondary data is information which is already published or collected.

In marketing research, a population is a part of the relevant sample.

Which of the following statements about secondary data is correct?

Which of the following is most consistent with the marketing research process discussed in the text?

Whenever John shops for groceries, he gives an ID card to the clerk, who scans the number. Then the scanner records every purchase-- including brands, sizes, prices, and any coupons used. John is most probably a

The first thing a marketing manager should do if one of his firm's products drops in sales volume is:

_____ refers to an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions.

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

A decision support system

Why are personal interviews usually preferred for research with business customers?

The total group a survey researcher is interested in is called the:

During the situation analysis, a marketing researcher will evaluate primary data rather than secondary data.

A common quantitative research approach is to use survey questionnaires with multiple-choice questions.

When a firm is doing similar research projects in different international markets, it makes sense for the marketing manager to coordinate the efforts so that comparisons across markets are possible.

The scientific method

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

_________ concerns the extent to which data measures what it is intended to measure.

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

The Statistical Abstract of the United States is one of the most useful summaries of secondary data published by the federal government.

Hypotheses are educated guesses about the relationships between things or about what will happen in the future.

Observing--as a method of collecting data--should focus on a well-defined problem.

Secondary data is information which is already published or collected.

In marketing research, a population is a part of the relevant sample.

Which of the following statements about secondary data is correct?

Which of the following is most consistent with the marketing research process discussed in the text?

Whenever John shops for groceries, he gives an ID card to the clerk, who scans the number. Then the scanner records every purchase-- including brands, sizes, prices, and any coupons used. John is most probably a

The first thing a marketing manager should do if one of his firm's products drops in sales volume is:

_____ refers to an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions.

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

A decision support system

Why are personal interviews usually preferred for research with business customers?

The total group a survey researcher is interested in is called the:

During the situation analysis, a marketing researcher will evaluate primary data rather than secondary data.

A common quantitative research approach is to use survey questionnaires with multiple-choice questions.

When a firm is doing similar research projects in different international markets, it makes sense for the marketing manager to coordinate the efforts so that comparisons across markets are possible.

The scientific method

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

_________ concerns the extent to which data measures what it is intended to measure.

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