Question 1

Telephone surveys are practical if the information needed is not too personal.

Accepted Answer

A) True 
 B)False

Question 2

The _____ is a decision-making approach that focuses on being objective and orderly in testing ideas before accepting them.

Accepted Answer

A)  decision support system 
B)  situation analysis 
C)  idea generation process 
D)  marketing information system 
E)  scientific method 
A)  decision support system 
B)  situation analysis 
C)  idea generation process 
D)  marketing information system 
E)  scientific method

Question 3

Reshma Ananda, a marketing manager for the Grocery SuperStore retail chain, fired up a computer program that gave her ready access to information about product availability and customer buying. The program helped her immediately set prices for bananas and cherries. This type of computer program is called ______.

Accepted Answer

A)  a decision support system 
B)  a marketing model 
C)  an Internet 
D)  a price setting 
E)  a statistical analysis software 
A)  a decision support system 
B)  a marketing model 
C)  an Internet 
D)  a price setting 
E)  a statistical analysis software

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

Juan Quito, marketing manager at Branded Food Co., reviewed his ______, the up-to-the- minute marketing data on his computer screen. It was organized in an easy-to-read format and customized to his area of responsibility.

Accepted Answer

A)  intranet 
B)  marketing dashboard 
C)  internal data sources 
D)  data warehouse 
E)  internal search engine 
A)  intranet 
B)  marketing dashboard 
C)  internal data sources 
D)  data warehouse 
E)  internal search engine

Question 6

Educated guesses about the relationships between things or about what will happen in the future are:

Accepted Answer

A)  theories. 
B)  laws. 
C)  facts. 
D)  hypotheses. 
E)  None of these is a good choice. 
A)  theories. 
B)  laws. 
C)  facts. 
D)  hypotheses. 
E)  None of these is a good choice.

Question 7

One weakness of telephone interviews is that they do not allow an interviewer to probe and really learn what the respondent is thinking.

Accepted Answer

A) True 
 B)False

Question 8

An intranet is a system for linking computers within a company.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is NOT an advantage of telephone surveys?

Accepted Answer

A)  They are effective for getting answers to simple questions. 
B)  They usually can be conducted quite quickly. 
C)  They are especially good for getting confidential and personal information. 
D)  Response rates are high. 
E)  All of these alternatives are advantages of telephone surveys. 
A)  They are effective for getting answers to simple questions. 
B)  They usually can be conducted quite quickly. 
C)  They are especially good for getting confidential and personal information. 
D)  Response rates are high. 
E)  All of these alternatives are advantages of telephone surveys.

Question 10

What is the first step in the marketing research process?

Accepted Answer

A)  Analyzing the situation 
B)  Interpreting the data 
C)  Defining the problem 
D)  Getting problem-specific data 
E)  Solving the problem 
A)  Analyzing the situation 
B)  Interpreting the data 
C)  Defining the problem 
D)  Getting problem-specific data 
E)  Solving the problem

Question 11

A marketing researcher wants to do a survey to probe in-depth consumer attitudes about their experiences with the company's products. He is LEAST likely to get what he wants if he uses:

Accepted Answer

A)  personal interviews. 
B)  online focus groups. 
C)  telephone interviews. 
D)  a mail survey. 
E)  None of these choices is very useful for getting in-depth information about consumer attitudes. 
A)  personal interviews. 
B)  online focus groups. 
C)  telephone interviews. 
D)  a mail survey. 
E)  None of these choices is very useful for getting in-depth information about consumer attitudes.

Question 12

A marketing manager should seek help from research only for problems where the risk of a decision can be greatly reduced at a reasonable cost.

Accepted Answer

A) True 
 B)False

Question 13

Only large firms have their own intranets.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A)  Libraries have good data on specific topics, but it is expensive to find. 
B)  It doesn't make sense to start a situation analysis until the problem has begun to surface. 
C)  Much good data are available from the government, but expensive. 
D)  A good situation analysis is usually more expensive than collecting primary data. 
E)  None of these statements about doing a situation analysis is true. 
A)  Libraries have good data on specific topics, but it is expensive to find. 
B)  It doesn't make sense to start a situation analysis until the problem has begun to surface. 
C)  Much good data are available from the government, but expensive. 
D)  A good situation analysis is usually more expensive than collecting primary data. 
E)  None of these statements about doing a situation analysis is true.

Question 15

In a quantitative marketing research study, the total group of people a marketing manager is interested in learning something about is known as the sample.

Accepted Answer

A) True 
 B)False

Question 16

"Qualitative research" involves:

Accepted Answer

A)  talks with the firm's own managers. 
B)  questioning to obtain in-depth open-ended responses. 
C)  "yes-no" questionnaires. 
D)  studying secondary data. 
E)  None of these is a good choice. 
A)  talks with the firm's own managers. 
B)  questioning to obtain in-depth open-ended responses. 
C)  "yes-no" questionnaires. 
D)  studying secondary data. 
E)  None of these is a good choice.

Question 17

A marketing manager wants to know why her sales are down. She talks with several sales reps and finds that a competitor has introduced a successful new product. This "research" seems to be part of

Accepted Answer

A)  the situation analysis. 
B)  the problem solution stage. 
C)  obtaining problem-specific data. 
D)  the data interpretation stage. 
E)  the problem definition stage of the research process. 
A)  the situation analysis. 
B)  the problem solution stage. 
C)  obtaining problem-specific data. 
D)  the data interpretation stage. 
E)  the problem definition stage of the research process.

Question 18

A marketing information system (MIS) includes all of the following except:

Accepted Answer

A)  Data warehouses. 
B)  Decision support systems. 
C)  Internet support systems. 
D)  Marketing models. 
E)  Tools to access multimedia data. 
A)  Data warehouses. 
B)  Decision support systems. 
C)  Internet support systems. 
D)  Marketing models. 
E)  Tools to access multimedia data.

Question 19

This frequently used approach for analyzing and interpreting marketing research data shows the relationship of answers to two different questions.

Accepted Answer

A)  Observation 
B)  Focus group interviews 
C)  Online response rates analysis 
D)  Experimental approach 
E)  Cross-tabulation 
A)  Observation 
B)  Focus group interviews 
C)  Online response rates analysis 
D)  Experimental approach 
E)  Cross-tabulation

Question 20

Two similar groups of consumers are shown different magazines which include the same ad. Then each consumer is asked questions about the advertised product. This seems to be a description of

Accepted Answer

A)  the experimental method. 
B)  a set of focus group interviews. 
C)  a consumer panel research project. 
D)  a set of personal interviews. 
E)  None of these alternatives is a good answer. 
A)  the experimental method. 
B)  a set of focus group interviews. 
C)  a consumer panel research project. 
D)  a set of personal interviews. 
E)  None of these alternatives is a good answer.

Telephone surveys are practical if the information needed is not too personal.

The _____ is a decision-making approach that focuses on being objective and orderly in testing ideas before accepting them.

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

Juan Quito, marketing manager at Branded Food Co., reviewed his ______, the up-to-the- minute marketing data on his computer screen. It was organized in an easy-to-read format and customized to his area of responsibility.

Educated guesses about the relationships between things or about what will happen in the future are:

One weakness of telephone interviews is that they do not allow an interviewer to probe and really learn what the respondent is thinking.

An intranet is a system for linking computers within a company.

Which of the following is NOT an advantage of telephone surveys?

What is the first step in the marketing research process?

A marketing researcher wants to do a survey to probe in-depth consumer attitudes about their experiences with the company's products. He is LEAST likely to get what he wants if he uses:

A marketing manager should seek help from research only for problems where the risk of a decision can be greatly reduced at a reasonable cost.

Only large firms have their own intranets.

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

In a quantitative marketing research study, the total group of people a marketing manager is interested in learning something about is known as the sample.

"Qualitative research" involves:

A marketing manager wants to know why her sales are down. She talks with several sales reps and finds that a competitor has introduced a successful new product. This "research" seems to be part of

A marketing information system (MIS) includes all of the following except:

This frequently used approach for analyzing and interpreting marketing research data shows the relationship of answers to two different questions.

Two similar groups of consumers are shown different magazines which include the same ad. Then each consumer is asked questions about the advertised product. This seems to be a description of

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

Telephone surveys are practical if the information needed is not too personal.

The _____ is a decision-making approach that focuses on being objective and orderly in testing ideas before accepting them.

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

Juan Quito, marketing manager at Branded Food Co., reviewed his ______, the up-to-the- minute marketing data on his computer screen. It was organized in an easy-to-read format and customized to his area of responsibility.

Educated guesses about the relationships between things or about what will happen in the future are:

One weakness of telephone interviews is that they do not allow an interviewer to probe and really learn what the respondent is thinking.

An intranet is a system for linking computers within a company.

Which of the following is NOT an advantage of telephone surveys?

What is the first step in the marketing research process?

A marketing researcher wants to do a survey to probe in-depth consumer attitudes about their experiences with the company's products. He is LEAST likely to get what he wants if he uses:

A marketing manager should seek help from research only for problems where the risk of a decision can be greatly reduced at a reasonable cost.

Only large firms have their own intranets.

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

In a quantitative marketing research study, the total group of people a marketing manager is interested in learning something about is known as the sample.

"Qualitative research" involves:

A marketing manager wants to know why her sales are down. She talks with several sales reps and finds that a competitor has introduced a successful new product. This "research" seems to be part of

A marketing information system (MIS) includes all of the following except:

This frequently used approach for analyzing and interpreting marketing research data shows the relationship of answers to two different questions.

Two similar groups of consumers are shown different magazines which include the same ad. Then each consumer is asked questions about the advertised product. This seems to be a description of

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