Deck 5: Managing Marketing Information

Question 1

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

Answer 1

True

Question 2

Sales Information Systems are especially useful in a retail setting because of the customer contact of the sales people.

Answer 2

False

Question 3

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

Answer 3

True

Question 4

Microeconomics is the study of economic activity by individuals, households and firms.

Question 5

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

Question 6

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 7

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

Question 8

A marketing information system is a software package that companies purchase to help decision makers cope with critical information.

Question 9

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

Question 10

Statistical software packages such as SPSS and SAS have made easier for managers to assess data and conduct sophisticated analyses on their own.

Question 11

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

Question 12

Using the Internet to find secondary data require careful screening to verify the validity of the data and the credibility of the source.

Question 13

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

Question 14

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

Question 15

Formalized Sales Information Systems have traditionally been a part of successful firms.

Question 16

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

Question 17

Companies have traditionally had formal systems of collecting and analyzing data from the sales force.

Question 18

Mechanical observation tends to be intrusive and can lead to an awareness bias in respondents.

Question 19

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

Question 20

MSN and Yahoo control the majority of Internet ad placements.

Question 21

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 22

Hoover's and other similar are good sources of _________ information.

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

Question 23

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 24

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

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

Question 25

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 26

As the marketing manager for ABC Company, you are charged with developing marketing strategies for an area that is composed of a diverse population from a variety of countries.In order 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 27

________ speaks to the importance of good information in decision-making.

A) Knowledge
B) Information power
C) Planning
D) Expertise
E) Working capital

Question 28

John Smith is the CEO of Really Big Corporation and Joe Jones is his sales manager.John requires monthly total sales projections while Joe needs weekly sales figures across product lines.This demonstrates the importance of _____________ in a marketing information system.

A) Intelligence
B) Knowledge
C) Flexibility
D) Divisibility
E) Intuition

Question 29

The marketing manager of ABC Corporation 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
C) Financial Information
D) Employee Management
E) Promotion Management

Question 30

Since there are so many other companies that operate in the food services industry, the marketing manager of Gourmet Dining pays detailed attention to 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 31

Since they conduct so much research on a continuous basis, McDonald's decided it would be economical to create a(n)__________ marketing research group.

A) External
B) Internal
C) Free lance
D) Designer
E) Covert

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

As a marketing manager you want to know whether the target market will be receptive to a new advertising campaign._________ is the best way to answer this question.

A) An Internet search
B) Asking employees
C) Historical analysis
D) Gut instinct
E) Marketing research

Question 34

A marketing manager calls a marketing research firm stating that they are losing sales to competitors.He says his company needs help with the ________ stage of the marketing 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 35

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 that desire these cars is the ________.

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

Question 36

______ relies on the methodological identification, collection, analysis, and distribution of data in order to discover and solve marketing problems or enhance decision-making.

A) Studying
B) Marketing research
C) A marketing information system
D) Investigating
E) Searching

Question 37

In order to gather _________, the sales manager at XYZ Company 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 38

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 marketing research in order to provide justification for this new product.This violates the _________ aspect of the definition of marketing research.

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

Question 39

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 40

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 asked 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 41

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 42

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 this data would be _______.

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

Question 43

As a marketing manager, your first activity in the research design process would be to identify the __________ needed.

A) Type of Research
B) Nature of Data
C) Nature of Data Collection
D) Information Content
E) Sampling Plan

Question 44

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 45

Questions such as "How big is a potential target market?" "How do we reach this potential target market?" and "How will this potential target market react to our product?" each represent ________ that must be prioritized.

A) Research problems
B) Marketing research deliverables
C) Economic problems
D) Segmentation problems
E) Information system problems

Question 46

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 47

The marketing manager of Kim's Cleaners is concerned about the choice of advertising media in the local area.She is not sure if advertising placed in the local newspaper is reaching the target market.A research project is launched to determine the relationship between newspaper readership and use of maid service._________ research will result in the most appropriate data for this project.

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

Question 48

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 __________ question to collect the desired information.

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

Question 49

When Mom-And-Pop's Bakery decided to conduct research about its current and potential customers, they 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 50

The marketing managers of Brand Z Shoes have a clearly defined their research problem as "If we increase our promotions expenditures by what percent will it increase sales?" They have also decided that they need primary data to answer this question; _______ research would be the best approach to collecting this primary data.

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

Question 51

XYZ Marketing Research is testing how customers react to a proposed advertising campaign for Go Fast Sports Cars.They have consumers sit in an MRI machine and monitor which areas of the brain are activated as the participants watch a series of commercials and print ads.They are 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 52

Brand Electronics' marketing manager would like to know about the typical consumer that 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 in order to solve his research problem.

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

Question 53

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 54

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 marketing 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 55

Vegan Videos has decided to conduct exploratory research to clarify its marketing related research problem.They have decided that they need to collect primary data, but they only have one week to collect this qualitative data from 20 customers and they only have 1 researcher.They should use a(n)__________ technique to collect the data in order to meet their deadline.

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

Question 56

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 he 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 57

J.Sanchez is the marketing manager for Really Big Corporation and she is facing the marketing research problem of declining sales among her target market.She is unclear as to why the sales are dropping and wants a better understanding of what she should be looking for to solve this problem.The best type of research to perform at this time would be _________.

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

Question 58

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 59

Since they were unsure of why sales were declining, marketing managers of Brand K Watches decided that exploratory research was needed, but because their situation was unique they also decided that primary data was necessary.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 60

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 61

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 this 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 you 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 62

The marketing manager for Moderate-Mart is planning a new promotional campaign to the zip codes in a 3-mile radius around each of his stores.In order to be effective with this campaign he would like demographic information on these zip codes._________ would be the best secondary sources of data for this information.

A) Surveys
B) Market Research Organizations
C) Government Sources
D) The library
E) Observation

Question 63

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

A) Surveys
B) Interviews
C) Government Sources
D) Secondary Data
E) Primary Data

Question 64

The owner of a small furniture-manufacturing firm is considering conducting marketing research.He should consider examining secondary data before collecting primary data because secondary data offers a ___________ advantage over primary data.

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

Question 65

The account manager of a marketing 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

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) Non-probability Sample
E) Census

Question 67

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

A) CRM System
B) Information Broker
C) Marketing research organization
D) Online database
E) Sales force automation system

Question 68

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

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

Question 69

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 the data was 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 70

You run a small automotive supply business that sells to a few large retailers.You want to conduct marketing 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) Non-probability Sample
E) Census

Question 71

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 analyses of his competitors.His best sources of this information would be ___________.

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

Question 72

As the marketing manager for National Household Cleaner Company, you are interested in collecting some qualitative primary data about what outcomes consumers want from your products.You would like for the customers you study to feed off of 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) Marketing research organization
D) Online focus group
E) CRM system

Question 73

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 marketing research process.

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

Question 74

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 75

While writing a customer satisfaction, the marketing director for Brand X Bank came up with a set of questions that the customer should answer by circling a number between 1 and 7 where 1 meant that they were very dissatisfied by that aspect of their experience and 7 meant that they were very satisfied by that aspect of their experience.He is using _________ questions to collect this information.

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

Question 76

You are the marketing manager for XYZ Corporation, and have hired a marketing research firm.Together, you and the researchers decide that you need data from current customers and non-customers 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 77

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 78

An account manager for XYZ research firm is writing a research report for a client.He should focus on _________ as 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 79

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

A) Probability Sample
B) Random Sample
C) Systematic Sample
D) Non-probability Sample
E) Census

Question 80

While researching the possible impact of economic conditions on a proposed new product introduction on the Internet, you find an article in Business Week Online that reviews how new products have fared during times of rising inflation.This secondary data was found on a ________ website.

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