Deck 3: Manage Marketing Information

Question 1

Research almost always involves secondary data collection.

Answer 1

True
Explanation: Even if primary data are collected, almost all research involves some secondary data collection.

Question 2

Primary data are data collected for some other purpose before the current problem was known.

Answer 2

False
Explanation: Primary data are data collected specifically for the research question at hand.

Question 3

Most companies do a good job of maximizing their existing information.

Answer 3

False
Explanation: It is expensive to collect and analyze data, and most companies don't maximize their existing information.

Question 4

When planning the product mix,marketing managers should assess packaging trends in the marketplace.

Question 5

A market information system (MIS)is a software package that companies purchase to help decision makers cope with critical information.

Question 6

Sales information systems are especially useful in a retail setting because of the customer contact of the salespeople.

Question 7

Demographics are easy to obtain,and many companies do a good job of learning about demographic trends and responding to them.

Question 8

Open-ended questions allow respondents to express themselves freely,which tend to result in more detailed responses that are useful for exploratory research.

Question 9

The market research problem defines exactly what information is needed to help management make their decision.

Question 10

Technology companies like Apple use market research to understand product users' needs and also to understand the competition.

Question 11

A major problem for most managers today is not having enough information.

Question 12

Conducting an online focus group is an appropriate alternative to a traditional focus group format,and it offers cost-efficiency and convenience advantages.

Question 13

Salespeople's reports summarizing each sales call are a source of internal data.

Question 14

An in-depth interview is an unstructured conversation with an individual who was specifically selected,often because he or she has a specific demographic attribute.

Question 15

Managers are typically aware of all the information in their own company.

Question 16

Post introduced Honey Bunches of Oats Greek Honey Crunch cereal because market research showed sales of its traditional Honey Bunches of Oats were down and sales of Greek yogurt were on the rise.

Question 17

Causal research is useful for identifying characteristics of a target market or determining how customers use a product.

Question 18

Secondary data were collected for some other purpose than the problem currently being considered,but has relevance to the current problem.

Question 19

Companies can use demographic data to create profiles of current customers and identify new market opportunities.

Question 20

Market information systems serve as a warehouse where important information is stored until it is needed.

Question 21

Small portable computers,powerful statistical software packages,and Internet-enabled supply chain management systems are all examples of how _________ influences marketing.

A)Knowledge
B)Information
C)Science
D)Technology
E)Training

Question 22

Since there are so many other companies that operate in the food service industry,the marketing manager of Gourmet Dining pays detailed attention to what other restaurants that offer similar meals,prices,and services are doing.This focus is based on the _________ part of external forces that affect marketing decisions.

A)Demographic
B)Competitive
C)Political/legal
D)Technological
E)Economic

Question 23

As the marketing manager of Big Wheel Motors,you notice an increased demand for "green" cars that use less fossil fuel and emit fewer pollutants.The key focus of the consumers who desire these cars is the ________.

A)External environment
B)Cost
C)Natural world
D)Competition
E)Mileage

Question 24

To gather ________,the sales manager at XYZ Co.collects,analyzes,and stores data from the macro environment on a continuous basis.

A)Sales data
B)Target market information
C)Marketing intelligence
D)External resources
E)Internal projections

Question 25

Jan Smith,the marketing manager of Big Wheel Autos,has noticed that in many European countries more of the population is moving into urban centers.This has resulted in an increased demand for subcompact cars that can maneuver through these tighter quarters rather than full-size automobiles.This is an example of how _________ can influence marketing management decisions.

A)Movement
B)Geographic changes
C)Economic trends
D)External forces
E)Environmental factors

Question 26

Formal market information systems provide quality information that can guide _______ decisions.

A)Tactical
B)Sporadic
C)Paradoxical
D)Operational
E)Strategic

Question 27

Apex Jerseys,a manufacturer of sports apparel and sporting equipment,has experienced a sharp drop in sales over the last quarter.The marketing manager is asking the research department to investigate this alarming development.The first step taken by the researchers in their investigation should be to ________.

A)Design a questionnaire to gather pertinent data
B)Decide which statistical procedure to use
C)Determine sources of internal secondary data
D)Identify the sample of customers to survey
E)Formulate a specific research problem

Question 28

You are a market researcher at XYZ Corp.To ensure that you conducted high-quality research you should ________.

A)Remain impartial and objective
B)Google a topic to find information
C)Rely on your gut instincts
D)Figure out the research plan as you go along
E)None of these

Question 29

A marketing manager calls a market research firm stating that her company is losing sales to competitors.She says her company needs help with the ________ stage of the market research process.

A)Defining the research problem
B)Establishing the research design
C)Searching secondary sources
D)Collecting the data
E)Analyzing the data

Question 30

The marketing manager for Ned's Bar and Grill notices that his typical customer is a 21-year-old male college student.He is using ________ to define his market.

A)Stereotyping
B)Estimation
C)Visual cues
D)Demographics
E)Instincts

Question 31

The marketing manager for Brand A Razors,a strong national brand,believes he knows how customers will react to a new product offering,but he conducts market research to provide justification for this new product.This violates the _________ aspect of the definition of market research.

A)Systematic
B)Validity
C)Impartial and objective
D)Scientific
E)Reliability

Question 32

The marketing manager for Dream Weaver Textiles reads in a trade magazine that the Federal Trade Commission is in the process of revising content labeling requirements for textiles that claim to be natural.This represents the _________ part of external forces that affect marketing decisions.

A)Economic
B)Demographic
C)Technological
D)Political/legal
E)Competitive

Question 33

________ is not part of the market research process.

A)Defining the problem
B)Implementing the recommendations
C)Establishing the research design
D)Collecting the data
E)Searching secondary sources

Question 34

________ are appropriate when a manager is selecting a target market.

A)Buyer behavior analysis
B)Positioning analysis
C)New product ideation
D)Merchandising display assessment
E)All of these

Question 35

________ relies on the methodical identification,collection,analysis,and distribution of data to discover and solve marketing problems or enhance decision making.

A)Studying
B)Market research
C)A market information system
D)Investigating
E)Searching

Question 36

A company considers _________ as a factor when creating a market information system.

A)Information needs
B)Technology needs
C)Flexibility
D)Diversity
E)Market intelligence

Question 37

Company XYZ is interested in selling its products in a new country.Before entering the marketplace,it gathers information about ________ conditions to help marketing managers understand how the country's citizens' set priorities and make buying decisions.

A)Environmental
B)Economic
C)Internal
D)Competitor
E)Customer

Question 38

The marketing manager of ABC Corp.is interested in ranking customers on the basis of their profitability,so he accesses a database that tells him about the frequency and size of each customer's order along with the actual costs per order.This database is part of the ________ system.

A)Sales information
B)Customer relationship management (CRM)
C)Financial information
D)Employee management
E)Promotion management

Question 39

As the marketing manager for ABC Co.you are charged with developing marketing strategies for an area that is composed of a diverse population from a variety of countries.To reach this diverse populace you might want to consider efforts that focus on specific ________ when generating strategies.

A)Income
B)Education
C)Age
D)Gender
E)Ethnic groups

Question 40

Concerned by recent negative trends in economic indicators such as the consumer price index,gross domestic product,and inflation,the marketing manager of Kevin's Kayaks recommends that the company reduce its advertising spending.His recommendation is based on ________ data.

A)Microeconomic
B)Macroeconomic
C)Government
D)Numerological
E)Incomplete

Question 41

Burger Bistro recently experienced a decline in hamburger sales after salmonella was discovered during a health inspection at one of the restaurants.The marketing manager was interested in how other restaurants had dealt with similar situations.________ data would be the most appropriate way to find answers related to this marketing problem.

A)Secondary
B)Governmental
C)Experimental
D)Primary
E)Observational

Question 42

The marketing manager of Low Cost Retailer wants to gather descriptive research about what customers buy,when they purchase,and how often they purchase certain products.To gather this information he implements a frequent shopper program to track the purchases of participating customers.He is collecting ________ data to answer his research problems.

A)Survey
B)Qualitative
C)Behavioral
D)Observational
E)Interview

Question 43

The marketing managers of Sean's Smoothies need to conduct some exploratory research to help them develop a survey for some descriptive research in the future.The best data collection technique for this research would be ________ because the firm has time and is worried that talking to multiple customers simultaneously may taint the results.

A)Focus groups
B)In-depth interviews
C)Experiments
D)Surveys
E)Observation

Question 44

Buckeye Brewing Co.is conducting market research to determine if a new beverage will be successful.The company is in the process of determining the kind of research that needs to be done,the information needed,and the sampling plan for whom to include in the research.Buckeye Brewing is in the ________ stage of the market research process.

A)Collecting the data
B)Searching secondary sources
C)Establishing the research design
D)Defining the research problem
E)Reporting the findings

Question 45

The marketing manager for Joe's Shoe-Mart has decided to conduct descriptive research and knows that she needs primary data.Based on some preliminary research of trade journals and interviews with customers,she knows what questions she wants to ask.However,the customers she wants information from are spread out over many stores in several states.The best technique for her to collect these data would be _______.

A)Interviews
B)Observation
C)Focus groups
D)Experiments
E)Surveys

Question 46

XYZ luxury car company is interested in understanding why the majority of consumers who purchase XYZ cars are retirees.The marketing manager decides to conduct exploratory research and is considering talking to different owners and nonowners.The best approach is to use ________ research because it is less structured and may generate unanticipated insights into the research problem.

A)Quantitative
B)Qualitative
C)Survey
D)Numerological
E)Behavioral

Question 47

You are product manager for Brand X diapers,a national brand.Brand X has been declining in absolute level of sales for the last four consecutive months.You ask the market research department to do a study to determine why sales have declined.The most appropriate research type would be _________.

A)A laboratory experiment
B)A field experiment
C)A descriptive study
D)An exploratory study
E)A causal study of actual and potential customers

Question 48

The Irish Pub is trying to understand why its happy hour business is declining while other pubs in the area are busier than ever.The owner wants to understand the decline in sales volume so she can resolve it.The best type of research to perform at this time would be _________.

A)Causal
B)Descriptive
C)Random
D)Academic
E)Exploratory

Question 49

Juan Martinez,a researcher for ABC Research Group,is working on crafting a survey for a client.He is concentrating on framing the questions,selecting response choices,refining the wording,and determining how many questions to ask.Juan is focusing on the _________ activity of the research design process.

A)Type of research
B)Nature of data
C)Nature of data collection
D)Information content
E)Sampling plan

Question 50

The manager of Gina's Groceries wanted to see how customers would react to some new displays.To collect this information she posted employees where they could see the display and had them record how long customers looked at it,whether they picked up the item,and if they took the item with them.She is collecting _______ data to solve her research problem.

A)Survey
B)Qualitative
C)Behavioral
D)Observational
E)Interview

Question 51

When Mom-And-Pop's Bakery decided to conduct research about its current and potential customers,it decided to examine the demographic information for the surrounding zip codes.The best kind of data for this research project would be _______ data.

A)Primary
B)Governmental
C)Secondary
D)Survey
E)Experimental

Question 52

XYZ Market Research is testing how customers react to a proposed advertising campaign for Go Fast Sports Cars.The researchers scan consumers' brains using an fMRI machine while the consumers view a series of advertisements so that they can monitor the blood flow in different areas of the brain.XYZ is using _______ to collect the data needed to solve the research problem.

A)Mechanical observation
B)Mechanical devices
C)Behavioral measures
D)Surveys
E)Focus groups

Question 53

The owners of Tyrell's Tattoo Shop are interested in determining the nature of the relationship between professional occupation and the number of tattoos that individuals have._________ research will result in the most appropriate way to describe the nature of this relationship.

A)Descriptive
B)Exploratory
C)Relational
D)Causal
E)Advertising

Question 54

Vegan Videos has decided to conduct exploratory research to clarify its marketing-related research problem.It has decided that it needs to collect primary data,but it has only one week to collect these qualitative data from 20 customers and only 1 researcher.Vegan Videos should use a(n)__________ technique to collect the data to meet its deadline.

A)In-depth interview
B)Experimental
C)Questionnaire
D)Survey
E)Focus group

Question 55

Brand Electronics' marketing manager would like to know about the typical consumer who purchases handheld computers.He begins by searching online and in databases for this information,but soon discovers that a product is too new for the sources to be of help.In this instance he will need ________ data to solve his research problem.

A)Secondary
B)Governmental
C)Experimental
D)Primary
E)Observational

Question 56

The marketing managers of Brand Z Shoes have clearly defined their research problem as "If we increase our promotions expenditures,by what percentage will it increase sales?" They have also decided that they need primary data to answer this question,and to collect these data they will use _______ research.

A)Qualitative
B)Mechanical
C)Exploratory
D)Quantitative
E)Case-based

Question 57

Shabreka Lopez,marketing manager for Yaard-Vark Lawn Tractors,is interested in the relationship between the prices of lawn tractors and the level of sales.To test whether increasing prices will lead to a change in sales and how much of a change,she should use ________ research.

A)Causal
B)Descriptive
C)Random
D)Academic
E)Exploratory

Question 58

You are creating a survey for your company.The question you are currently working on asks your business-to-business customers to describe the ideal purchasing transaction.You are utilizing a(n)__________ question to collect the desired information.

A)Behavioral
B)Open-ended
C)Observational
D)Closed-ended
E)Probing

Question 59

The sole proprietor of Sam's Swings is interested in gaining a better understanding of his current customers in terms of certain demographic and lifestyle characteristics so he may better serve their needs.He decides that conducting ______ research will give him the information he needs.

A)Causal
B)Descriptive
C)Random
D)Academic
E)Exploratory

Question 60

The brand manager for Kraft Macaroni and Cheese is interested in finding out if changing the shape of the noodles from the rods to circus characters will lead to increased sales.The brand manager needs to conduct ________ type of research.

A)Causal
B)Exploratory
C)Descriptive
D)Secondary
E)Taste testing

Question 61

The CEO of Big Wheel Automotive is concerned about declining sales.He has identified his research problem as the fact that his competitors are drawing away his business.He purchases access to J.D.Power's automobile rankings to learn about possible reasons for the shift in consumer purchasing.He is using _________ for secondary data about his research problem.

A)Surveys
B)Market research organizations
C)Government sources
D)The library
E)Observation

Question 62

The marketing manager for ABC Corp.decides to scour her CRM and supplier databases to see if any helpful information comes to light.She uses a software package to run a variety of analysis.The problem with what is she doing is that she did not __________.

A)Hire a statistician
B)Include employee information
C)Ask customer permission
D)Consider her supplier reactions
E)Implement a research process

Question 63

You are the marketing manager for XYZ Corp.,and have hired a market research firm.Together,you and the researchers decide that you need data from current customers and noncustomers who fit a specific demographic and lifestyle profile.The selection of these individuals as targets for data collection represents the ___________ research design activity.

A)Type of research
B)Nature of data
C)Nature of data collection
D)Information content
E)Sampling plan

Question 64

You run a small automotive supply business that sells to a few large retailers.You want to conduct market research to assess how the companies you sell to feel about the reorder process and your billing system.Because there are so few companies on the list of potential respondents,it would be best to collect data from a __________ of current customers.

A)Probability sample
B)Random sample
C)Convenience sample
D)Nonprobability sample
E)Census

Question 65

The account manager of a market research firm is conducting secondary research on consumer preferences in energy drinks for his clients.His client's drink is 100% organic,but all of the secondary data he has found contains only beverages that contain a majority of artificial ingredients.This is an example of the __________ disadvantage of using secondary data.

A)Timeliness
B)Cost
C)Speed
D)Fit
E)Accuracy

Question 66

Mark Jones,the marketing manager for Big Brand Furniture,is conducting an analysis of internal sales data.These data are collected and stored electronically on site by each store.He is able to access the data on his computer at the corporate headquarters.He is gathering this information via a(n)___________.

A)CRM system
B)Information broker
C)Market research organization
D)Online database
E)Sales force automation system

Question 67

An account manager for XYZ Research is writing a research report for a client.He should focus on _________ because they are the key section for the decision maker.

A)Data sources
B)Executive and management summaries
C)Sampling plans
D)Questionnaire design
E)Analysis methods

Question 68

The marketing manager for Brand K retail stores is in the process of collecting primary data from customers to learn which current products need improvement.She is using a probability sampling method,but is having trouble figuring out how to contact customers and get them to participate.She is also debating alternative ways to recode the responses so that they can be analyzed.She is concerned with the _______ part of the market research process.

A)Problem definition
B)Research design
C)Data collection
D)Data analysis
E)Reporting

Question 69

The owner of a small furniture-manufacturing firm is considering conducting market research.He should consider examining secondary data before collecting primary data because secondary data offer a(n)___________ advantage over primary data.

A)Timeliness
B)Cost
C)Customization
D)Fit
E)Accuracy

Question 70

While researching the possible impact of economic conditions on a proposed new product introduction on the Internet,you find an article in Bloomberg Businessweek online that reviews how new products have fared during times of rising inflation.These secondary data were found on a(n)________ website.

A)Market research organization
B)General knowledge
C)Open-use
D)Community-generated
E)File-sharing

Question 71

The owner of Joe's Pool Hall found some secondary data online that measured consumer reactions to certain amenities in bars and nightclubs.However,Joe is concerned about how these data were collected and whom it was collected from.This represents the _________ concerns associated with secondary data.

A)Validity
B)Cost
C)Speed
D)Fit
E)Age

Question 72

Trixie's Treat Shoppe is looking to collect some data about its customers' experiences at the store.It wants to collect the data in a low-cost,timely manner.It doesn't want to worry about transcription errors but is willing to accept that some segments of the market might be underrepresented in the sample._______ would be the best data collection method.

A)Online surveys
B)Paper-and-pencil surveys
C)In-depth interviews
D)Focus groups
E)Secondary data

Question 73

While writing a customer satisfaction survey,the marketing director for Brand X Bank created a set of questions that customers would answer by circling a number between 1 and 7.The number 1 meant that the customers were very dissatisfied by that aspect of the experience,whereas 7 meant that they were very satisfied.The director is using _________ questions to collect this information.

A)Behavioral
B)Open-ended
C)Observational
D)Closed-ended
E)Probing

Question 74

The manager of Big Brand Clothing wants to get a feel for what items consumers are looking for this Christmas so that he can plan his orders.He decided to gather these data by stationing employees outside the store on a particular Saturday with a list of questions to ask willing shoppers to answer as they pass by.He is using a ____ method to select respondents.

A)Probability sample
B)Random sample
C)Systematic sample
D)Nonprobability sample
E)Census

Question 75

You are the marketing manager for Brand X-Stream Fishing Rods.You are interested in gathering secondary data on the quality of competitor product offerings before you collect primary data on new products that your target market desires.To collect these data you use an Internet search engine to find websites with the desired information.You decide to use the information found on the Consumer Reports website rather than that found on Wikipedia.The reason for your selection of the Consumer Reports data is because it comes from a more ________ source than the data from Wikipedia.

A)Timely
B)Complete
C)Modern
D)Focused
E)Reliable

Question 76

Sheila Smith,the marketing manager of Big Kid Toys,decided to collect and analyze some secondary data before engaging in primary data collection to determine the types of toys that are going to be in the biggest demand this Christmas.After only a few hours she had found several good sources of information related to her problem.This demonstrates the _________ advantage of secondary data.

A)Timeliness
B)Cost
C)Speed
D)Fit
E)Accuracy

Question 77

The marketing director of Bank Y decides to conduct a survey of 5,000 current customers to gather information to answer the research problem of what the bank can do to improve its services and customer satisfaction.She starts with a database of 50,000 current customers and randomly picks a name on the list to start.She then selects every tenth person as she goes down the list to receive a survey.She is using a ________ method to select the participants in this study.

A)Probability sample
B)Random sample
C)Convenience sample
D)Nonprobability sample
E)Census

Question 78

As the marketing manager for National Household Cleaner Co.,you are interested in collecting some qualitative primary data about what outcomes consumers want from your products.You would like the customers you study to feed off each other's ideas.However,the difficulty you have encountered is that you want information from a wide range of customers from across the country.The best way to overcome this obstacle is to use a(n)_________.

A)Online database
B)Survey study
C)Market research organization
D)Online focus group
E)CRM system

Question 79

The marketing manager is considering a new advertising campaign for Guzzle Beverages.She purchases six months of scanner data for Cruncheez Snack Foods,a company that recently ran a similar campaign.She wants to use this information to determine the campaign's effectiveness before implementing it for Guzzle.She is using _________ to research her problem and make an informed decision.

A)Surveys
B)Interviews
C)Government sources
D)Secondary data
E)Primary data

Question 80

The manager of an automotive after-market specialties firm is interested in collecting secondary data.He is concerned with the future of the industry and his competition.He would like to find industry research reports along with industry and company analysis of his competitors.His best sources of this information would be ___________.

A)Independent online databases
B)Research studies
C)Market research organizations
D)Online focus groups
E)Sales force automation systems