Question 1

Which of the following is NOT part of the five-step marketing research process discussed in the text?

Accepted Answer

A)  Writing the proposal 
B)  Analyzing the situation 
C)  Solving the problem 
D)  Interpreting the data 
E)  Defining the problem 
A)  Writing the proposal 
B)  Analyzing the situation 
C)  Solving the problem 
D)  Interpreting the data 
E)  Defining the problem

Question 2

A marketing researcher wants to get sensitive information about family spending patterns as part of a survey. He is most likely to get the needed information

Accepted Answer

A)  with a mail, e-mail, or online survey. 
B)  with a focus group. 
C)  with personal interviews. 
D)  with telephone interviews. 
E)  Any of these choices is about equally effective for getting sensitive information. 
A)  with a mail, e-mail, or online survey. 
B)  with a focus group. 
C)  with personal interviews. 
D)  with telephone interviews. 
E)  Any of these choices is about equally effective for getting sensitive information.

Question 3

In a grocery store's "valued customer" program, every shopper gets a card that he/she presents to the clerk in the checkout aisle. The card is scanned along with the customer's groceries. The store's computer system tracks each shopper's purchases and automatically provides special valued customer discounts. Every month, the customers in the program receive a newsletter containing coupons that are based on the customer's purchase history. For example, someone purchasing a lot of baby formula and disposable diapers might get a coupon for a free box of baby wipes. This valued customer program is based to a large extent on which of the following types of research?

Accepted Answer

A)  Questioning. 
B)  Experimentation. 
C)  Observation. 
D)  Online surveys. 
E)  Personal interviews. 
A)  Questioning. 
B)  Experimentation. 
C)  Observation. 
D)  Online surveys. 
E)  Personal interviews.

Question 4

Secondary data from federal government sources

Accepted Answer

A)  is readily available, but there is usually not much information at state and local levels. 
B)  focuses mostly on agriculture. 
C)  is often very helpful for estimating the size of a market. 
D)  is only available from the Commerce Department in Washington. 
E)  None of these alternatives is correct. 
A)  is readily available, but there is usually not much information at state and local levels. 
B)  focuses mostly on agriculture. 
C)  is often very helpful for estimating the size of a market. 
D)  is only available from the Commerce Department in Washington. 
E)  None of these alternatives is correct.

Question 5

A marketing model is a

Accepted Answer

A)  procedure that develops and analyzes new information about a market. 
B)  detailed breakdown of a company's sales records. 
C)  plan that specifies what information will be obtained and how. 
D)  statement of relationships among marketing variables. 
E)  software that organizes incoming information into a data warehouse. 
A)  procedure that develops and analyzes new information about a market. 
B)  detailed breakdown of a company's sales records. 
C)  plan that specifies what information will be obtained and how. 
D)  statement of relationships among marketing variables. 
E)  software that organizes incoming information into a data warehouse.

Question 6

Marketing research which seeks structured responses that can be summarized is called:

Accepted Answer

A)  focus group research. 
B)  quantitative research. 
C)  qualitative research. 
D)  situation analysis research. 
E)  open-ended research. 
A)  focus group research. 
B)  quantitative research. 
C)  qualitative research. 
D)  situation analysis research. 
E)  open-ended research.

Question 7

_____ are one widely used form of qualitative questioning in marketing research.

Accepted Answer

A)  Focus group interviews 
B)  Situation analyses 
C)  Telephone surveys 
D)  Direct observations of customers 
E)  Experimental research studies 
A)  Focus group interviews 
B)  Situation analyses 
C)  Telephone surveys 
D)  Direct observations of customers 
E)  Experimental research studies

Question 8

Secondary data involves information that has been collected or published already.

Accepted Answer

A) True 
 B)False

Question 9

It isn't necessary for marketing managers to be involved with marketing research specialists, since research requires statistical skills which managers usually don't have.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following would NOT be a source of primary data?

Accepted Answer

A)  The Wall Street Journal 
B)  Market tests 
C)  Focus groups 
D)  Observation studies 
E)  Surveys 
A)  The Wall Street Journal 
B)  Market tests 
C)  Focus groups 
D)  Observation studies 
E)  Surveys

Question 11

The extent to which marketing research data measures what it is intended to measure is known as the confidence level.

Accepted Answer

A) True 
 B)False

Question 12

A marketing dashboard displays up-to-the-minute marketing data in an easy-to-read format.

Accepted Answer

A) True 
 B)False

Question 13

The Statistical Abstract of the United States is a useful summary reference of the U.S. market prepared by the:

Accepted Answer

A)  Bureau of Economic Analysis. 
B)  Internal Revenue Service. 
C)  U.S. Census Bureau. 
D)  International Trade Administration. 
E)  Small Business Administration. 
A)  Bureau of Economic Analysis. 
B)  Internal Revenue Service. 
C)  U.S. Census Bureau. 
D)  International Trade Administration. 
E)  Small Business Administration.

Question 14

Defining the problem is always the easiest step in the marketing research process.

Accepted Answer

A) True 
 B)False

Question 15

Identify the correct sequence in the marketing research process.

Accepted Answer

A)  Analyzing the situation, getting problem-specific data, interpreting the data, defining the problem, solving the problem. 
B)  Analyzing the situation, defining the problem, getting problem-specific data, interpreting the data, solving the problem. 
C)  Defining the problem, analyzing the situation, getting problem-specific data, interpreting the data, solving the problem. 
D)  Getting problem-specific data, interpreting the data, analyzing the situation, defining the problem, solving the problem. 
E)  Getting problem-specific data, interpreting the data, defining the problem, solving the problem, analyzing the situation. 
A)  Analyzing the situation, getting problem-specific data, interpreting the data, defining the problem, solving the problem. 
B)  Analyzing the situation, defining the problem, getting problem-specific data, interpreting the data, solving the problem. 
C)  Defining the problem, analyzing the situation, getting problem-specific data, interpreting the data, solving the problem. 
D)  Getting problem-specific data, interpreting the data, analyzing the situation, defining the problem, solving the problem. 
E)  Getting problem-specific data, interpreting the data, defining the problem, solving the problem, analyzing the situation.

Question 16

Wizard Toy Company's marketing researcher conducted a survey to find out the percentage of customers who, after receiving a promotional mailing about a new toy, actually went out and purchased the product. This is an example of

Accepted Answer

A)  a response rate. 
B)  cross-tabulation. 
C)  personal interviews. 
D)  quantitative research. 
E)  an experimental method. 
A)  a response rate. 
B)  cross-tabulation. 
C)  personal interviews. 
D)  quantitative research. 
E)  an experimental method.

Question 17

When a marketing manager has phone conversations with key wholesalers of the firm's products to try to obtain information about why the firm's product sales are down, this is an example of a(n):

Accepted Answer

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

Question 18

Open-ended questions are less likely to be asked in quantitative research than in qualitative research.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is most consistent with the scientific method approach to marketing research discussed in the text?

Accepted Answer

A)  "We continually survey our customers because the results give us good ideas for hypotheses." 
B)  "Once we interpret the data, we can define our problem." 
C)  "Our research is as precise as possible--because we want to be 100 percent accurate." 
D)  "Sometimes the answers from the early stages of the research process are good enough so we stop the research and make our decisions." 
E)  None of these alternatives is correct. 
A)  "We continually survey our customers because the results give us good ideas for hypotheses." 
B)  "Once we interpret the data, we can define our problem." 
C)  "Our research is as precise as possible--because we want to be 100 percent accurate." 
D)  "Sometimes the answers from the early stages of the research process are good enough so we stop the research and make our decisions." 
E)  None of these alternatives is correct.

Question 20

The response rate to a survey affects

Accepted Answer

A)  who is in the population for a marketing research study. 
B)  whether a statistical package can be used to analyze the data. 
C)  how representative the sample is. 
D)  All of these alternatives are good answers. 
A)  who is in the population for a marketing research study. 
B)  whether a statistical package can be used to analyze the data. 
C)  how representative the sample is. 
D)  All of these alternatives are good answers.

Which of the following is NOT part of the five-step marketing research process discussed in the text?

A marketing researcher wants to get sensitive information about family spending patterns as part of a survey. He is most likely to get the needed information

Secondary data from federal government sources

A marketing model is a

Marketing research which seeks structured responses that can be summarized is called:

_____ are one widely used form of qualitative questioning in marketing research.

Secondary data involves information that has been collected or published already.

It isn't necessary for marketing managers to be involved with marketing research specialists, since research requires statistical skills which managers usually don't have.

Which of the following would NOT be a source of primary data?

The extent to which marketing research data measures what it is intended to measure is known as the confidence level.

A marketing dashboard displays up-to-the-minute marketing data in an easy-to-read format.

The Statistical Abstract of the United States is a useful summary reference of the U.S. market prepared by the:

Defining the problem is always the easiest step in the marketing research process.

Identify the correct sequence in the marketing research process.

Wizard Toy Company's marketing researcher conducted a survey to find out the percentage of customers who, after receiving a promotional mailing about a new toy, actually went out and purchased the product. This is an example of

When a marketing manager has phone conversations with key wholesalers of the firm's products to try to obtain information about why the firm's product sales are down, this is an example of a(n):

Open-ended questions are less likely to be asked in quantitative research than in qualitative research.

Which of the following is most consistent with the scientific method approach to marketing research discussed in the text?

The response rate to a survey affects

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 is NOT part of the five-step marketing research process discussed in the text?

A marketing researcher wants to get sensitive information about family spending patterns as part of a survey. He is most likely to get the needed information

Secondary data from federal government sources

A marketing model is a

Marketing research which seeks structured responses that can be summarized is called:

_____ are one widely used form of qualitative questioning in marketing research.

Secondary data involves information that has been collected or published already.

It isn't necessary for marketing managers to be involved with marketing research specialists, since research requires statistical skills which managers usually don't have.

Which of the following would NOT be a source of primary data?

The extent to which marketing research data measures what it is intended to measure is known as the confidence level.

A marketing dashboard displays up-to-the-minute marketing data in an easy-to-read format.

The Statistical Abstract of the United States is a useful summary reference of the U.S. market prepared by the:

Defining the problem is always the easiest step in the marketing research process.

Identify the correct sequence in the marketing research process.

Wizard Toy Company's marketing researcher conducted a survey to find out the percentage of customers who, after receiving a promotional mailing about a new toy, actually went out and purchased the product. This is an example of

When a marketing manager has phone conversations with key wholesalers of the firm's products to try to obtain information about why the firm's product sales are down, this is an example of a(n):

Open-ended questions are less likely to be asked in quantitative research than in qualitative research.

Which of the following is most consistent with the scientific method approach to marketing research discussed in the text?

The response rate to a survey affects

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