Question 1

Jane,a marketing manager for the Grocery SuperStore retail chain,fired up a computer program that gave her ready access to information about product availability and customer buying.The program helped her immediately set prices for bananas and cherries.This type of computer program is called ________.

Accepted Answer

A)   a decision support system
B)   data warehouse management
C)   an Internet
D)   market analysis software
E)   raw data manager A

Question 2

Use of the scientific method in marketing research helps managers make the best decisions possible.

Accepted Answer

A) True 
 B)False  True

Question 3

Which of the following is the correct sequence of steps in the marketing research process?

Accepted Answer

A)   Getting problem-specific data; interpreting data; defining the problem; analyzing the situation; solving the problem.
B)   Analyzing the situation; getting problem-specific data; interpreting data; defining the problem; solving the problem.
C)   Defining the problem; getting problem-specific data; interpreting data; analyzing the situation; solving the problem.
D)   Defining the problem; analyzing the situation; getting problem-specific data; interpreting the data; solving the problem.
E)   None of these is the correct sequence of steps in the marketing research process. D

Question 4

The scientific method

Accepted Answer

A)   rejects the idea that marketing managers can make "educated guesses" about marketing relationships.
B)   shows that every marketing research project should have five steps.
C)   is an orderly and objective approach to judging how good an idea really is.
D)   recognizes that statistical analysis provides the only basis for rejecting an hypothesis.
E)   None of these alternatives is true.

Question 5

Unless the problem is precisely defined,research effort may be wasted on the wrong problem,and may lead to costly mistakes.

Accepted Answer

A) True 
 B)False

Question 6

The percent of people contacted in a survey who complete a questionnaire is the:

Accepted Answer

A)   qualitative rate.
B)   sample rate.
C)   population rate.
D)   response rate.
E)   none of these choices is a good answer.

Question 7

Which of the following statements about the cost and value of information is False?

Accepted Answer

A)   Dependable information can be expensive.
B)   Managers rarely get all the information they would like to have.
C)   Money may be wasted if a manager ignores the facts revealed in a marketing research study and bases his/her decisions on guesswork.
D)   The cost of gathering additional information is always justified by its value.
E)   All of these statements are False.

Question 8

One weakness of telephone interviews is that they do not allow an interviewer to probe and really learn what the respondent is thinking.

Accepted Answer

A) True 
 B)False

Question 9

When a firm is doing similar research projects in different international markets,it makes sense for the marketing manager to coordinate the efforts so that comparisons across markets are possible.

Accepted Answer

A) True 
 B)False

Question 10

The percent of people contacted who complete a survey questionnaire is the:

Accepted Answer

A)   response rate.
B)   sample base unit (SBU)  rate.
C)   population rate.
D)   sample rate.
E)   hit rate.

Question 11

Procedures that develop and analyze new information to help marketing managers make decisions are called ________.

Accepted Answer

A)   strategy planning
B)   operational planning
C)   analytical research
D)   marketing research
E)   statistical techniques

Question 12

Qualitative research seeks in-depth,open-ended responses,not yes or no answers.

Accepted Answer

A) True 
 B)False

Question 13

_____ refers to an organized way of continually gathering,accessing,and analyzing information that marketing managers need to make ongoing decisions.

Accepted Answer

A)   Active marketing
B)   Manufacturing information system
C)   Marketing research
D)   Marketing information system
E)   Target marketing

Question 14

A situation analysis is highly beneficial to marketers for all the following reasons except:

Accepted Answer

A)   it is very informative.
B)   it requires little time.
C)   it is inexpensive compared to formal research efforts.
D)   it requires only a phone or Internet access.
E)   it yields relevant primary data.

Question 15

Marketing managers should be able to explain the kinds of problems they are facing and the kinds of marketing research information that will help them make decisions.

Accepted Answer

A) True 
 B)False

Question 16

______ research accounts for about 40 percent of marketing research spending.

Accepted Answer

A)   Experimental method
B)   Observation method
C)   Syndicated
D)   Cross-tabulation
E)   Online survey

Question 17

Which of the following statements explains why marketers use focus groups to conduct research?

Accepted Answer

A)   People may not feel free to express their honest thoughts in groups.
B)   Some individuals may dominate group discussion.
C)   6 to 10 people provide feedback to marketing questions in an informal group setting.
D)   The results cannot be measured objectively.
E)   Conclusions reached from a session usually vary depending on the viewpoint of the researcher.

Question 18

Which of the following research methods cannot be employed in a market research online community?

Accepted Answer

A)   brainstorming sessions
B)   focus groups
C)   surveys
D)   personal interviews
E)   All of these methods can be used with a market research online community.

Question 19

A marketing manager wants to know why her sales are down.She talks with several sales reps and finds that a competitor has introduced a successful new product.This "research" seems to be part of

Accepted Answer

A)   the situation analysis.
B)   the problem solution stage.
C)   obtaining problem-specific data.
D)   the data interpretation stage.
E)   the problem definition stage of the research process.

Question 20

Which of the following statements is true of a marketing research?

Accepted Answer

A)   It usually requires complex statistical techniques, so research specialists should leave planning of the research to the marketing managers.
B)   It is likely to be more effective when guided by the strategy planning framework.
C)   It should gather very less information to avoid confusion.
D)   It ends with analyzing the situation.
E)   It keeps researchers as informed consumers.

Exam 9: Improving Decisions With Marketing Information

Use of the scientific method in marketing research helps managers make the best decisions possible.

Which of the following is the correct sequence of steps in the marketing research process?

The scientific method

Unless the problem is precisely defined,research effort may be wasted on the wrong problem,and may lead to costly mistakes.

The percent of people contacted in a survey who complete a questionnaire is the:

Which of the following statements about the cost and value of information is False?

One weakness of telephone interviews is that they do not allow an interviewer to probe and really learn what the respondent is thinking.

When a firm is doing similar research projects in different international markets,it makes sense for the marketing manager to coordinate the efforts so that comparisons across markets are possible.

The percent of people contacted who complete a survey questionnaire is the:

Procedures that develop and analyze new information to help marketing managers make decisions are called ________.

Qualitative research seeks in-depth,open-ended responses,not yes or no answers.

_____ refers to an organized way of continually gathering,accessing,and analyzing information that marketing managers need to make ongoing decisions.

A situation analysis is highly beneficial to marketers for all the following reasons except:

Marketing managers should be able to explain the kinds of problems they are facing and the kinds of marketing research information that will help them make decisions.

______ research accounts for about 40 percent of marketing research spending.

Which of the following statements explains why marketers use focus groups to conduct research?

Which of the following research methods cannot be employed in a market research online community?

A marketing manager wants to know why her sales are down.She talks with several sales reps and finds that a competitor has introduced a successful new product.This "research" seems to be part of

Which of the following statements is true of a marketing research?