Question 1

Only large firms have their own intranets.

Accepted Answer

A) True 
 B)False

Question 2

The Cereal Bar,a fast-food restaurant that sells breakfast cereal,wants to see if a different price for its Wild O's breakfast special would affect demand.When the marketing manager of the firm wants to test two different prices at two different stores and compare the sales,he or she has to use ________.

Accepted Answer

A)   idea testing
B)   segmentation research
C)   experimental method
D)   test-marketing
E)   focus groups

Question 3

Which of the following statements is true about the use of a situation analysis in research?

Accepted Answer

A)   It can never eliminate the need for further research.
B)   It specifically avoids determining the exact nature of the situation and the problem.
C)   It is expensive compared with more formal research efforts.
D)   It can be very informative, but takes little time.
E)   It must be quantitative to be useful.

Question 4

Test marketing is an example of a marketing ________.

Accepted Answer

A)   mail survey
B)   focus group
C)   situation analysis
D)   telephone survey
E)   experiment

Question 5

When a marketing manager is doing similar research projects in different markets around the world,he or she should:

Accepted Answer

A)   establish basic guidelines at the outset to compare different research projects.
B)   avoid standardizing all research projects.
C)   treat each project independently with individual importance.
D)   develop separate standards for each project according to needs.

Question 6

When using __________,researchers compare the responses of two or more groups that are similar except on the characteristic being tested.

Accepted Answer

A)   response rates
B)   consumer panels
C)   experimental method
D)   personal interview surveys
E)   opinion leader analysis

Question 7

Which of the following is probably NOT a part of a situation analysis?

Accepted Answer

A)   A marketing manager asks a radio station for a copy of an audience study.
B)   A marketing analyst determines from a Census publication how many manufacturers are in the Portland area.
C)   A marketing analyst looks in the Index of Business Periodicals for articles about a large retail chain.
D)   A computer company asks ten lawyers to participate in a focus group on how they use the internet.
E)   All of these alternatives seem to be part of a situation analysis.

Question 8

To conduct a marketing research process,the first thing a marketing manager should do if one of his firm's products drops in sales volume is to ________.

Accepted Answer

A)   conduct a survey to see what is wrong
B)   define the problem
C)   set research priorities
D)   do a situation analysis
E)   interview representative customers

Question 9

What is the fourth step of the five-step marketing research process?

Accepted Answer

A)   Defining the problem
B)   Analyzing the situation
C)   Getting problem-specific data
D)   Interpreting the data
E)   Focusing on additional problems

Question 10

An example of a primary data source is ________.

Accepted Answer

A)   cost data
B)   intranet
C)   company files
D)   observation
E)   library

Question 11

Quantitative marketing research

Accepted Answer

A)   usually makes it easier and faster for respondents to answer the questions (compared to qualitative research) .
B)   can use a large, representative sample.
C)   data can be collected by mail, e-mail, online, telephone, or personal interviews.
D)   makes it easier for the research analyst to summarize answers.
E)   All of these choices are correct.

Question 12

Validity concerns the extent to which data measures what it is intended to measure.

Accepted Answer

A) True 
 B)False

Question 13

Why is defining the problem considered the most difficult step of the marketing research process?

Accepted Answer

A)   It is the first step of the process.
B)   It involves qualitative research.
C)   Failure to correctly define the problem will make all subsequent steps to become wasted effort.
D)   It avoids situation analysis study in most cases.
E)   It is easy to confuse problems with symptoms at this stage.

Question 14

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" is likely 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 15

Which of the following statements accurately describes the collaboration between marketing managers and market researchers?

Accepted Answer

A)   Marketers explain real marketing problems and request information from researchers; Researchers conduct tests that provide information to marketers.
B)   Marketers conduct tests; Researchers turn data into useful information.
C)   Marketers submit bids; Researchers evaluate bids.
D)   Marketers gather data from secondary sources; Researchers input data into data warehouses for computer processing.
E)   Marketers conduct tests; Researchers identify marketing problems.

Question 16

Which of the following is true of marketing information system (MIS) ?

Accepted Answer

A)   It develops and analyzes new information about a market.
B)   It is too costly and provides less information than a market research procedure.
C)   It helps marketing managers improve the marketing strategy planning process.
D)   It cannot be combined with marketing research.
E)   It takes too long to get the desired information.

Question 17

Marketing research focuses on changing information needs while an MIS focuses on recurring information needs.

Accepted Answer

A) True 
 B)False

Question 18

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:

Accepted Answer

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

Question 19

How do large companies engage in marketing research activities?

Accepted Answer

A)   They often rely on outside specialists and consultants for marketing research projects.
B)   They use the results of smaller companies after modifications.
C)   They depend on nonprofit organizations for marketing research.
D)   They rely on their salespeople or managers for marketing research.
E)   They do not involve marketing managers in their design of marketing research.

Question 20

A formal marketing research project usually involves gathering primary data.

Accepted Answer

A) True 
 B)False

Exam 9: Improving Decisions With Marketing Information

To conduct a marketing research process,the first thing a marketing manager should do if one of his firm's products drops in sales volume is to ________.

Correct Answer
verified

Quantitative marketing research

Correct Answer
verified

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:

Correct Answer
verified

When a marketing manager is doing similar research projects in different markets around the world,he or she should:

Correct Answer
verified

Which of the following is probably NOT a part of a situation analysis?

Correct Answer
verified

Which of the following statements is true about the use of a situation analysis in research?

Correct Answer
verified

Correct Answer
verified

Test marketing is an example of a marketing ________.

Correct Answer
verified

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" is likely to be part of ________.

Correct Answer
verified

How do large companies engage in marketing research activities?

Correct Answer
verified

What is the fourth step of the five-step marketing research process?

Correct Answer
verified

Which of the following is true of marketing information system (MIS) ?

Correct Answer
verified

Validity concerns the extent to which data measures what it is intended to measure.

Correct Answer
verified

A formal marketing research project usually involves gathering primary data.

Correct Answer
verified

Only large firms have their own intranets.

Correct Answer
verified

Which of the following statements accurately describes the collaboration between marketing managers and market researchers?

Correct Answer
verified

Why is defining the problem considered the most difficult step of the marketing research process?

Correct Answer
verified

An example of a primary data source is ________.

Correct Answer
verified

Marketing research focuses on changing information needs while an MIS focuses on recurring information needs.

Correct Answer
verified

When using __________,researchers compare the responses of two or more groups that are similar except on the characteristic being tested.

Correct Answer
verified

Exam 9: Improving Decisions With Marketing Information

To conduct a marketing research process,the first thing a marketing manager should do if one of his firm's products drops in sales volume is to ________.

Correct AnswerverifiedShow Answer

Quantitative marketing research

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:

Correct AnswerverifiedShow Answer

When a marketing manager is doing similar research projects in different markets around the world,he or she should:

Correct AnswerverifiedShow Answer

Which of the following is probably NOT a part of a situation analysis?

Correct AnswerverifiedShow Answer

Which of the following statements is true about the use of a situation analysis in research?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Test marketing is an example of a marketing ________.

Correct AnswerverifiedShow Answer

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" is likely to be part of ________.

Correct AnswerverifiedShow Answer

How do large companies engage in marketing research activities?

Correct AnswerverifiedShow Answer

What is the fourth step of the five-step marketing research process?

Correct AnswerverifiedShow Answer

Which of the following is true of marketing information system (MIS) ?

Correct AnswerverifiedShow Answer

Validity concerns the extent to which data measures what it is intended to measure.

Correct AnswerverifiedShow Answer

A formal marketing research project usually involves gathering primary data.

Correct AnswerverifiedShow Answer

Only large firms have their own intranets.

Correct AnswerverifiedShow Answer

Which of the following statements accurately describes the collaboration between marketing managers and market researchers?

Correct AnswerverifiedShow Answer

Why is defining the problem considered the most difficult step of the marketing research process?

Correct AnswerverifiedShow Answer

An example of a primary data source is ________.

Correct AnswerverifiedShow Answer

Marketing research focuses on changing information needs while an MIS focuses on recurring information needs.

Correct AnswerverifiedShow Answer

When using __________,researchers compare the responses of two or more groups that are similar except on the characteristic being tested.

Correct AnswerverifiedShow Answer

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