Question 1

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 2

A research proposal involves interviewing 6 to 10 people in an informal group setting.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following sources of data from a company's MIS would be considered market research?

Accepted Answer

A)  a previous study that gauged customer reaction to a potential change in product packaging
B)  an article that appeared in an industry trade paper about the growth of a customer
C)  a catalog of all pertinent regulations and laws that apply to the company and its product
D)  data on sales of the company's products in different geographic regions
E)  all information relating to competitors,their products,and their pricing

Question 4

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 answers is correct.

Question 5

An informal study of what information is already available in the problem area is called

Accepted Answer

A)  qualitative research.
B)  a situation analysis.
C)  a focus group interview.
D)  quantitative research.
E)  the marketing model.

Question 6

A marketing manager has phone conversations with key wholesalers of his firm's products to try to obtain information about why the firm's product sales are down.This is an example of

Accepted Answer

A)  hypothesis testing.
B)  a situation analysis.
C)  a data warehouse.
D)  an intranet.
E)  an experiment.

Question 7

Which of the following statements is true of 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 much less information,to avoid confusion.
D)  It ends with analyzing the situation.
E)  It keeps researchers as informed consumers.

Question 8

Which of the following statements about marketing research and marketing information systems is true?

Accepted Answer

A)  Marketing information systems gather,access,and analyze data from intra-company sources,while marketing research handles all external sources.
B)  Both tend to focus on nonrecurring information needs.
C)  Marketing information systems tend to increase the quantity of information available for decision making,but with some decrease in quality.
D)  Neither involves the use of big data.
E)  None of these answers is correct.

Question 9

Which of the following statements concerning secondary data is correct?

Accepted Answer

A)  Secondary data usually take longer to obtain than primary data.
B)  Secondary data are only available within the firm.
C)  Secondary data were originally collected for some other purpose.
D)  Secondary data may provide some background but never provide the answer.
E)  None of these answers is correct. C

Question 10

Which of the following would NOT be a source of primary data?

Accepted Answer

A)  The Wall Street Journal
B)  market tests
C)  focus groups
D)  observation methods
E)  surveys

Question 11

Focus groups are a way to gather primary data quickly but at a relatively high cost.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

In the context of marketing research,the most common ethical issues concern

Accepted Answer

A)  distrusting data and analytics due to differences in judgment.
B)  blowing minor findings out of proportion.
C)  making decisions to withhold certain information about the research.
D)  sharing the results of marketing research with everyone.
E)  collecting responses only from individuals who reply without "guessing." C

Question 14

A consumer panel is a group of consumers who provide information on a continuing basis.

Accepted Answer

A) True 
 B)False

Question 15

When an organization collects data from social media websites such as Facebook and LinkedIn,the data is considered to belong to ________ sources.

Accepted Answer

A)  regulated
B)  internal
C)  unidentified
D)  external
E)  identified D

Question 16

In the observation method,researchers try to see or record what the subject does naturally.

Accepted Answer

A) True 
 B)False

Question 17

Since marketers can't collect information from everyone,they collect information from a small number of people taken from the larger group they are analyzing-a sample.This technique is effective when the sample group

Accepted Answer

A)  is representative of the larger population.
B)  is different from the larger population.
C)  provides identical responses.
D)  is questioned using online surveys.
E)  is questioned using personal interviews.

Question 18

What are the two basic methods for obtaining primary information about customers?

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

Question 19

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

Accepted Answer

A)  marketing research.
B)  statistical techniques.
C)  operational planning.
D)  strategy planning.
E)  sample building units (SBUs) .

Question 20

The typical cost of a focus group interview of 6 to 10 participants is about

Accepted Answer

A)  $1,000.
B)  $2,000.
C)  $3,000.
D)  $4,000.
E)  $5,000.

Exam 7: Improving Decisions With Marketing Information

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

Correct AnswerverifiedShow Answer

A research proposal involves interviewing 6 to 10 people in an informal group setting.

Correct AnswerverifiedShow Answer

Which of the following sources of data from a company's MIS would be considered market research?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

An informal study of what information is already available in the problem area is called

Correct AnswerverifiedShow Answer

A marketing manager has phone conversations with key wholesalers of his firm's products to try to obtain information about why the firm's product sales are down.This is an example of

Correct AnswerverifiedShow Answer

Which of the following statements is true of marketing research?

Correct AnswerverifiedShow Answer

Which of the following statements about marketing research and marketing information systems is true?

Correct AnswerverifiedShow Answer

Which of the following statements concerning secondary data is correct?

Correct AnswerverifiedC

Which of the following would NOT be a source of primary data?

Correct AnswerverifiedShow Answer

Focus groups are a way to gather primary data quickly but at a relatively high cost.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In the context of marketing research,the most common ethical issues concern

Correct AnswerverifiedC

A consumer panel is a group of consumers who provide information on a continuing basis.

Correct AnswerverifiedShow Answer

When an organization collects data from social media websites such as Facebook and LinkedIn,the data is considered to belong to ________ sources.

Correct AnswerverifiedD

In the observation method,researchers try to see or record what the subject does naturally.

Correct AnswerverifiedShow Answer

Since marketers can't collect information from everyone,they collect information from a small number of people taken from the larger group they are analyzing-a sample.This technique is effective when the sample group

Correct AnswerverifiedShow Answer

What are the two basic methods for obtaining primary information about customers?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The typical cost of a focus group interview of 6 to 10 participants is about

Correct AnswerverifiedShow Answer

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C

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C

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D

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