Question 1

The two basic methods for obtaining primary information about customers are

Accepted Answer

A)  defining and analyzing. 
B)  questioning and observing. 
C)  intranet and data from private research organizations. 
D)  marketing information systems and cost data. 
E)  Internet search and library search. 
A)  defining and analyzing. 
B)  questioning and observing. 
C)  intranet and data from private research organizations. 
D)  marketing information systems and cost data. 
E)  Internet search and library search.

Question 2

It is the job of the marketing manager to ask for the right information in the right form.

Accepted Answer

A) True 
 B)False

Question 3

The scientific method in marketing research

Accepted Answer

A)  forces an orderly research process. 
B)  is an informal approach to define problems. 
C)  is not a valid decision-making approach. 
D)  is based on hunches rather than evidence. 
E)  makes guesses about what will happen in the future. 
A)  forces an orderly research process. 
B)  is an informal approach to define problems. 
C)  is not a valid decision-making approach. 
D)  is based on hunches rather than evidence. 
E)  makes guesses about what will happen in the future.

Question 4

Which method of quantitative research would probably produce the best results when the questions are simple and require only quick "yes" or "no" answers?

Accepted Answer

A)  Telephone interviews. 
B)  Focus group interviews. 
C)  Mail questionnaires. 
D)  Personal interviews. 
E)  Observation. 
A)  Telephone interviews. 
B)  Focus group interviews. 
C)  Mail questionnaires. 
D)  Personal interviews. 
E)  Observation.

Question 5

Identify the INCORRECT statement about marketing research.

Accepted Answer

A)  Most small companies have a separate marketing research department. 
B)  People in marketing research departments often rely on outside specialists. 
C)  Some nonprofit organizations have begun to use marketing research. 
D)  Nonprofit organizations usually need the help of outside specialists to do marketing research. 
E)  Marketing research may involve use of questionnaires, interviews with customers, experiments, etc. 
A)  Most small companies have a separate marketing research department. 
B)  People in marketing research departments often rely on outside specialists. 
C)  Some nonprofit organizations have begun to use marketing research. 
D)  Nonprofit organizations usually need the help of outside specialists to do marketing research. 
E)  Marketing research may involve use of questionnaires, interviews with customers, experiments, etc.

Question 6

Often the most difficult step in the marketing research process is:

Accepted Answer

A)  analyzing the situation. 
B)  defining the problem. 
C)  getting problem-specific data. 
D)  interpreting the data. 
E)  None of these is a good choice. 
A)  analyzing the situation. 
B)  defining the problem. 
C)  getting problem-specific data. 
D)  interpreting the data. 
E)  None of these is a good choice.

Question 7

An intranet is useful for numeric data but not for text documents.

Accepted Answer

A) True 
 B)False

Question 8

The scientific method is a research process which consists of five stages: observation, developing hypotheses, predicting the future, collecting data, and using statistical methods of analysis.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A)  hypotheses. 
B)  laws. 
C)  proposals. 
D)  theories. 
E)  predictions. 
A)  hypotheses. 
B)  laws. 
C)  proposals. 
D)  theories. 
E)  predictions.

Question 10

A marketing manager wants to know if a "2 for 1" coupon will attract new customers. He will get the most persuasive results if he uses

Accepted Answer

A)  a focus group to ask consumers if they like the idea. 
B)  an experimental method in which only some consumers get the coupon and the purchases of the two groups (with and without coupons) are compared. 
C)  personal interviewers to ask consumers how they will react. 
D)  a mail survey to ask consumers if they use coupons and why. 
E)  none of these would allow the manager to determine if the coupon will help get new customers. 
A)  a focus group to ask consumers if they like the idea. 
B)  an experimental method in which only some consumers get the coupon and the purchases of the two groups (with and without coupons) are compared. 
C)  personal interviewers to ask consumers how they will react. 
D)  a mail survey to ask consumers if they use coupons and why. 
E)  none of these would allow the manager to determine if the coupon will help get new customers.

Question 11

A firm intends to use an online survey questionnaire in a marketing research project. Compared to a mail survey:

Accepted Answer

A)  feedback will likely be faster online. 
B)  the response rate will likely be lower online. 
C)  respondents will likely be younger and better educated online. 
D)  costs will likely be less online. 
E)  all of these alternatives are correct. 
A)  feedback will likely be faster online. 
B)  the response rate will likely be lower online. 
C)  respondents will likely be younger and better educated online. 
D)  costs will likely be less online. 
E)  all of these alternatives are correct.

Question 12

A marketing information system (MIS) is an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions.

Accepted Answer

A) True 
 B)False

Question 13

The most difficult and important step in the scientific approach to marketing research is:

Accepted Answer

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

Question 14

Regarding marketing research,

Accepted Answer

A)  when time is short and a decision must be made, it is better not to do a research project that can answer only some of the questions. 
B)  a good researcher will understand the marketing problem as well as the technical details of marketing research. 
C)  marketing managers really don't have to know much about how to plan marketing research to use the results effectively. 
D)  most large companies don't use outside research specialists. 
E)  the marketing manager is usually too involved to be objective, so a research specialist should define the problem. 
A)  when time is short and a decision must be made, it is better not to do a research project that can answer only some of the questions. 
B)  a good researcher will understand the marketing problem as well as the technical details of marketing research. 
C)  marketing managers really don't have to know much about how to plan marketing research to use the results effectively. 
D)  most large companies don't use outside research specialists. 
E)  the marketing manager is usually too involved to be objective, so a research specialist should define the problem.

Question 15

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

Accepted Answer

A)  Interpreting the data. 
B)  Developing the marketing information system (MIS). 
C)  Analyzing the situation. 
D)  Defining the problem. 
E)  Solving the problem. 
A)  Interpreting the data. 
B)  Developing the marketing information system (MIS). 
C)  Analyzing the situation. 
D)  Defining the problem. 
E)  Solving the problem.

Question 16

Regarding a marketing information system (MIS):

Accepted Answer

A)  The input of marketing managers is not needed in developing an MIS; marketers should leave everything to information technology specialists. 
B)  Although not every firm has one, MIS use is growing rapidly. 
C)  A good MIS will convert information into raw data. 
D)  An MIS forces managers to make decisions more slowly, because the MIS provides so much information for consideration. 
E)  All of these statements about a marketing information system are correct. 
A)  The input of marketing managers is not needed in developing an MIS; marketers should leave everything to information technology specialists. 
B)  Although not every firm has one, MIS use is growing rapidly. 
C)  A good MIS will convert information into raw data. 
D)  An MIS forces managers to make decisions more slowly, because the MIS provides so much information for consideration. 
E)  All of these statements about a marketing information system are correct.

Question 17

Electronic focus groups now participate in sessions via the Internet.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is a disadvantage of quantitative research (compared to qualitative research)?

Accepted Answer

A)  It is harder to get in-depth answers. 
B)  The conclusions are likely to vary more from analyst to analyst. 
C)  The results are harder to summarize. 
D)  It is not as fast for respondents. 
E)  None of these is a disadvantage of quantitative research. 
A)  It is harder to get in-depth answers. 
B)  The conclusions are likely to vary more from analyst to analyst. 
C)  The results are harder to summarize. 
D)  It is not as fast for respondents. 
E)  None of these is a disadvantage of quantitative research.

Question 19

Secondary data

Accepted Answer

A)  may provide some background, but never provides the answer. 
B)  is information that has been collected already. 
C)  is rarely available and is expensive. 
D)  is specifically collected to solve a current problem. 
E)  can be in the form of online surveys or observations. 
A)  may provide some background, but never provides the answer. 
B)  is information that has been collected already. 
C)  is rarely available and is expensive. 
D)  is specifically collected to solve a current problem. 
E)  can be in the form of online surveys or observations.

Question 20

The big advantage of qualitative research in marketing is:

Accepted Answer

A)  ease of interpretation. 
B)  it provides a good basis for statistical analysis. 
C)  the in-depth responses it provides. 
D)  the analysis can be handled on a personal computer. 
E)  None of these is a good answer. 
A)  ease of interpretation. 
B)  it provides a good basis for statistical analysis. 
C)  the in-depth responses it provides. 
D)  the analysis can be handled on a personal computer. 
E)  None of these is a good answer.

The two basic methods for obtaining primary information about customers are

It is the job of the marketing manager to ask for the right information in the right form.

The scientific method in marketing research

Which method of quantitative research would probably produce the best results when the questions are simple and require only quick "yes" or "no" answers?

Identify the INCORRECT statement about marketing research.

Often the most difficult step in the marketing research process is:

An intranet is useful for numeric data but not for text documents.

The scientific method is a research process which consists of five stages: observation, developing hypotheses, predicting the future, collecting data, and using statistical methods of analysis.

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

A marketing manager wants to know if a "2 for 1" coupon will attract new customers. He will get the most persuasive results if he uses

A firm intends to use an online survey questionnaire in a marketing research project. Compared to a mail survey:

A marketing information system (MIS) is an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions.

The most difficult and important step in the scientific approach to marketing research is:

Regarding marketing research,

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

Regarding a marketing information system (MIS):

Electronic focus groups now participate in sessions via the Internet.

Which of the following is a disadvantage of quantitative research (compared to qualitative research)?

Secondary data

The big advantage of qualitative research in marketing is:

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 two basic methods for obtaining primary information about customers are

It is the job of the marketing manager to ask for the right information in the right form.

The scientific method in marketing research

Which method of quantitative research would probably produce the best results when the questions are simple and require only quick "yes" or "no" answers?

Identify the INCORRECT statement about marketing research.

Often the most difficult step in the marketing research process is:

An intranet is useful for numeric data but not for text documents.

The scientific method is a research process which consists of five stages: observation, developing hypotheses, predicting the future, collecting data, and using statistical methods of analysis.

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

A marketing manager wants to know if a "2 for 1" coupon will attract new customers. He will get the most persuasive results if he uses

A firm intends to use an online survey questionnaire in a marketing research project. Compared to a mail survey:

A marketing information system (MIS) is an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions.

The most difficult and important step in the scientific approach to marketing research is:

Regarding marketing research,

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

Regarding a marketing information system (MIS):

Electronic focus groups now participate in sessions via the Internet.

Which of the following is a disadvantage of quantitative research (compared to qualitative research)?

Secondary data

The big advantage of qualitative research in marketing is:

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