Question 1

Focus groups are popular in both consumer and business markets.

Accepted Answer

A) True 
 B)False

Question 2

The observing method in marketing research:

Accepted Answer

A)  uses personal interviews. 
B)  may require customers to change their normal shopping behavior. 
C)  is used to gather data without consumers being influenced by the process. 
D)  is not suitable for obtaining primary data. 
E)  none of these alternatives is correct. 
A)  uses personal interviews. 
B)  may require customers to change their normal shopping behavior. 
C)  is used to gather data without consumers being influenced by the process. 
D)  is not suitable for obtaining primary data. 
E)  none of these alternatives is correct.

Question 3

When getting information for marketing decisions, the marketing manager:

Accepted Answer

A)  can benefit from new developments in computer networks and software. 
B)  should have access to ongoing information about business performance. 
C)  may need to make some decisions based on incomplete information. 
D)  may need to rely on his or her own instincts to make some decisions. 
E)  All of these alternatives are correct. 
A)  can benefit from new developments in computer networks and software. 
B)  should have access to ongoing information about business performance. 
C)  may need to make some decisions based on incomplete information. 
D)  may need to rely on his or her own instincts to make some decisions. 
E)  All of these alternatives are correct.

Question 4

It is the job of the MIS specialist to ask for the right information in the right form.

Accepted Answer

A) True 
 B)False

Question 5

A situation analysis

Accepted Answer

A)  can never eliminate the need for further research. 
B)  is used primarily in the problem solving step. 
C)  is expensive compared with more formal research efforts. 
D)  can be very informative, but takes little time. 
E)  must be quantitative to be useful. 
A)  can never eliminate the need for further research. 
B)  is used primarily in the problem solving step. 
C)  is expensive compared with more formal research efforts. 
D)  can be very informative, but takes little time. 
E)  must be quantitative to be useful.

Question 6

A focus group interview involves interviewing 6 to 10 people in an informal group setting.

Accepted Answer

A) True 
 B)False

Question 7

Decision support systems that include marketing models help managers by showing the relationships among marketing variables.

Accepted Answer

A) True 
 B)False

Question 8

A marketing manager can use a DSS to conduct sales and perform analyses that show a more detailed breakdown of what's happening.

Accepted Answer

A) True 
 B)False

Question 9

When a marketing manager scans a firm's MIS to try to obtain information about why the firm's product sales are down, this is an example of a(n):

Accepted Answer

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

Question 10

About ______________ percent of marketing research spending is for syndicated research.

Accepted Answer

A)  10 
B)  25 
C)  40 
D)  60 
E)  75 
A)  10 
B)  25 
C)  40 
D)  60 
E)  75

Question 11

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

Accepted Answer

A)  marketing research. 
B)  statistical techniques. 
C)  operational planning. 
D)  strategy planning. 
E)  sample building units (SBUs). 
A)  marketing research. 
B)  statistical techniques. 
C)  operational planning. 
D)  strategy planning. 
E)  sample building units (SBUs).

Question 12

Only about 25 percent of marketing research spending is for syndicated research.

Accepted Answer

A) True 
 B)False

Question 13

During the situation analysis, marketing researchers may talk to informed people within the company, study internal records, search libraries for available information, or browse the Internet with a search engine.

Accepted Answer

A) True 
 B)False

Question 14

About what percentage of marketing research spending is for syndicated research data?

Accepted Answer

A)  20 percent 
B)  30 percent 
C)  40 percent 
D)  50 percent 
E)  60 percent 
A)  20 percent 
B)  30 percent 
C)  40 percent 
D)  50 percent 
E)  60 percent

Question 15

Marketing research is concerned with developing and analyzing new information to help marketing managers do a better job of:

Accepted Answer

A)  executing marketing strategies. 
B)  planning marketing strategies. 
C)  making operational decisions. 
D)  controlling marketing strategies. 
E)  All of these alternatives are correct. 
A)  executing marketing strategies. 
B)  planning marketing strategies. 
C)  making operational decisions. 
D)  controlling marketing strategies. 
E)  All of these alternatives are correct.

Question 16

Qualitative research, compared to quantitative research:

Accepted Answer

A)  Asks closed-ended questions. 
B)  Asks yes or no type questions. 
C)  Provides more representative samples of consumers. 
D)  Relies on open-ended questioning. 
E)  Uses statistics to analyze data. 
A)  Asks closed-ended questions. 
B)  Asks yes or no type questions. 
C)  Provides more representative samples of consumers. 
D)  Relies on open-ended questioning. 
E)  Uses statistics to analyze data.

Question 17

Focus groups are a way to gather primary data quickly, but at a relatively high cost.

Accepted Answer

A) True 
 B)False

Question 18

When focus group interviews are used in marketing,

Accepted Answer

A)  each person in the group answers the same questionnaire, to focus the discussion. 
B)  the typical group size is 15 to 20 typical consumers whether online or off-line. 
C)  it is primarily as a follow-up to more quantitative research. 
D)  the research conclusions will vary depending on who watches the interview whether online or off-line. 
E)  the consumer in the group who knows the most about the topic is asked to lead the discussion. 
A)  each person in the group answers the same questionnaire, to focus the discussion. 
B)  the typical group size is 15 to 20 typical consumers whether online or off-line. 
C)  it is primarily as a follow-up to more quantitative research. 
D)  the research conclusions will vary depending on who watches the interview whether online or off-line. 
E)  the consumer in the group who knows the most about the topic is asked to lead the discussion.

Question 19

______________ is concerned with whether the research data measures what it is intended to.

Accepted Answer

A)  Cross-tabulation 
B)  Validity 
C)  Regularity 
D)  Dependability 
E)  Confidence 
A)  Cross-tabulation 
B)  Validity 
C)  Regularity 
D)  Dependability 
E)  Confidence

Question 20

Information is obtained on a continuing basis from the same respondents using a:

Accepted Answer

A)  contributor group. 
B)  consumer panel. 
C)  responder group. 
D)  consumer experiment. 
E)  statistical package. 
A)  contributor group. 
B)  consumer panel. 
C)  responder group. 
D)  consumer experiment. 
E)  statistical package.

Focus groups are popular in both consumer and business markets.

The observing method in marketing research:

When getting information for marketing decisions, the marketing manager:

It is the job of the MIS specialist to ask for the right information in the right form.

A situation analysis

A focus group interview involves interviewing 6 to 10 people in an informal group setting.

Decision support systems that include marketing models help managers by showing the relationships among marketing variables.

A marketing manager can use a DSS to conduct sales and perform analyses that show a more detailed breakdown of what's happening.

When a marketing manager scans a firm's MIS to try to obtain information about why the firm's product sales are down, this is an example of a(n):

About ______________ percent of marketing research spending is for syndicated research.

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

Only about 25 percent of marketing research spending is for syndicated research.

During the situation analysis, marketing researchers may talk to informed people within the company, study internal records, search libraries for available information, or browse the Internet with a search engine.

About what percentage of marketing research spending is for syndicated research data?

Marketing research is concerned with developing and analyzing new information to help marketing managers do a better job of:

Qualitative research, compared to quantitative research:

Focus groups are a way to gather primary data quickly, but at a relatively high cost.

When focus group interviews are used in marketing,

______________ is concerned with whether the research data measures what it is intended to.

Information is obtained on a continuing basis from the same respondents using a:

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

Focus groups are popular in both consumer and business markets.

The observing method in marketing research:

When getting information for marketing decisions, the marketing manager:

It is the job of the MIS specialist to ask for the right information in the right form.

A situation analysis

A focus group interview involves interviewing 6 to 10 people in an informal group setting.

Decision support systems that include marketing models help managers by showing the relationships among marketing variables.

A marketing manager can use a DSS to conduct sales and perform analyses that show a more detailed breakdown of what's happening.

When a marketing manager scans a firm's MIS to try to obtain information about why the firm's product sales are down, this is an example of a(n):

About ______________ percent of marketing research spending is for syndicated research.

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

Only about 25 percent of marketing research spending is for syndicated research.

During the situation analysis, marketing researchers may talk to informed people within the company, study internal records, search libraries for available information, or browse the Internet with a search engine.

About what percentage of marketing research spending is for syndicated research data?

Marketing research is concerned with developing and analyzing new information to help marketing managers do a better job of:

Qualitative research, compared to quantitative research:

Focus groups are a way to gather primary data quickly, but at a relatively high cost.

When focus group interviews are used in marketing,

______________ is concerned with whether the research data measures what it is intended to.

Information is obtained on a continuing basis from the same respondents using a:

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