Deck 4: Managing Marketing Information

Question 1

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

Answer 1

True

Question 2

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

Answer 2

True

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

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

Question 5

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

Question 6

Results of a focus group are generalizable to a population of interest.

Question 7

The more strategic the decision the greater the need for secondary data.

Question 8

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

Question 9

An online focus group is an appropriate alternative to a traditional focus group format,and it offers distinct advantages in terms of convenience and cost-efficiency.

Question 10

Primary data is the data collected for some other purpose than the problem currently being considered.

Question 11

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

Question 12

Customers are not a good source of competitor information because they tend to be biased in their opinions.

Question 13

MSN and Yahoo control the majority of Internet ad placements.

Question 14

By analyzing demographics,a company can define the "typical" customer but not the market at large.

Question 15

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

Question 16

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

Question 17

The most effective use of market information systems is to identify what problems are currently occurring.

Question 18

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

Question 19

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

Question 20

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

Question 21

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) Style
B) Cost
C) Natural world
D) Competition
E) Mileage

Question 22

______ 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) Market research
C) A marketing information system
D) Investigating
E) Searching

Question 23

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 market information system.

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

Question 24

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) Economics
D) Technology
E) Training

Question 25

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

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

Question 26

Apex Jerseys,a manufacturer of sports apparel and sporting equipment,has experienced a sharp drop in sales over the last quarter.The marketing manager has 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 27

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 28

A significant problem for most managers today is not having too little information but having too much.Which of the following is required to tackle this problem?

A) Search engines
B) Information systems
C) Logistics management tools
D) Order routing systems
E) Office automation tools

Question 29

Marketing research about competitive packaging,packaging trends,defining brand image descriptors,identifying of brand name/symbol,and package development or redesign are related to the _____ aspect of the marketing mix.

A) Product
B) Price
C) Place
D) Promotion
E) Management

Question 30

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 levels
B) Educational background
C) Age-groups
D) Gender
E) Ethnic groups

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 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 32

A company uses its information system to explore ways of reducing the wait time for technical support calls from its customers.In this example,the information system is helping address a _______ issue.

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

Question 33

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) Freelance
D) Designer
E) Covert

Question 34

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.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 35

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 36

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 37

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 38

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 39

Descriptive research can be used for all of the following EXCEPT:

A) Identifying the characteristics of our target market.
B) Assessing competitor actions in the marketplace.
C) Developing hypotheses for testing in causal research.
D) Determining how customers use our product.
E) Discovering differences across demographic characteristics.

Question 40

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) Market research

Question 41

Which of the following would require the use of exploratory research?

A) Identify the characteristics of our target market.
B) Assess competitor actions in the marketplace.
C) Clarify the research problem.
D) Determine how customers use our product.
E) Discover differences across demographic characteristics.

Question 42

The marketing managers of Brand Z Shoes has 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 43

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 44

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 45

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) Qualitative recording
B) Mechanical devices
C) Behavioral measures
D) Surveys
E) Focus Groups

Question 46

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 47

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) Internet
C) Secondary
D) Survey
E) Experimental

Question 48

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 49

JJ.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 50

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 finding out 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 51

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 52

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 53

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) Focus Group
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

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 56

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 57

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 10 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 58

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 59

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 60

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 61

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 ________ Web site.

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

Question 62

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 63

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) In-depth interviews
C) Mechanical devices
D) Online focus groups
E) Sales force automation systems

Question 64

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 65

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 66

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.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) Mechanical device
D) Online focus group
E) CRM system

Question 67

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 Web site rather than that found on Wikipedia.The reason for you selecting 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 68

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 automobile rankings from J.D.Power and Associates 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 69

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 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 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 he is 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 72

While writing a customer satisfaction questionnaire,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 73

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(n)___________ advantage over primary data.

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

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 this data by stationing employees outside the store on a particular Saturday with a list of questions to ask to some willing shoppers.He is using a ____ method to select respondents.

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

Question 75

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 76

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 is for 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 77

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 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 78

An account manager for XYZ research firm is writing a research report for a client.He should focus on the _________ as it is the key section for the decision maker.

A) Data Sources
B) Executive Summary
C) Sampling Plans
D) Questionnaire Design
E) Analysis Methods

Question 79

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 80

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