Question 1

A marketing manager wants to know if a "2 for 1" coupon will attract new customers.He will get the most persuasive results if he uses

Accepted Answer

A)   a focus group to ask consumers if they like the idea.
B)   an experimental method in which only some consumers get the coupon and the purchases of the two groups (with and without coupons)  are compared.
C)   personal interviewers to ask consumers how they will react.
D)   a mail survey to ask consumers if they use coupons and why.
E)   none of these would allow the manager to determine if the coupon will help get new customers.

Question 2

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 3

In a grocery store's "valued customer" program,every shopper gets a card that he/she presents to the clerk in the checkout aisle.The card is scanned along with the customer's groceries.The store's computer system tracks each shopper's purchases and automatically provides special valued customer discounts.Every month,the customers in the program receive a newsletter containing coupons that are based on the customer's purchase history.For example,someone purchasing a lot of baby formula and disposable diapers might get a coupon for a free box of baby wipes.Which of the following types of research represents this valued customer program?

Accepted Answer

A)   Questioning
B)   Experimentation
C)   Observation
D)   Online surveys
E)   Personal interviews

Question 4

Juan Quito is a marketing manager at Branded Food Co.; when he wants to have an interface with a data warehouse and DSS,Juan has to review his ________,the up-to-the-minute marketing data on his computer screen,which is organized in an easy-to-read format and customized to his area of responsibility.

Accepted Answer

A)   intranet
B)   marketing dashboard
C)   internal data sources
D)   data warehouse
E)   internal search engine

Question 5

In which of the following cases does research have little value,suggesting poor planning by a manager?

Accepted Answer

A)   The research does not ultimately have implications that allow a manager to take action.
B)   The research is qualitative in nature.
C)   The research has tidbits of information rather than knowledge of the whole situation.
D)   The research does not anticipate the next research step.

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

What is the significance of the observing method in marketing research?

Accepted Answer

A)   It uses personal interviews only.
B)   It requires customers to change their normal shopping behavior.
C)   It is used to gather data without influencing the subject's behavior by the process.
D)   It is not suitable for obtaining primary data.
E)   It has no focus on any well-defined problems.

Question 8

A group of consumers who help in collecting problem-specific data by providing information on a continuing basis is called ________.

Accepted Answer

A)   contributor group
B)   consumer panel
C)   responder group
D)   consumer experiment
E)   statistical package

Question 9

Which of the following is a feature of qualitative research in primary data collection?

Accepted Answer

A)   It asks close-ended questions.
B)   It asks yes or no type questions.
C)   It provides more representative samples of consumers.
D)   It relies on open-ended questioning.
E)   It uses statistics to analyze data.

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

A statistical package is likely to be used with quantitative research,but not with qualitative research.

Accepted Answer

A) True 
 B)False

Question 12

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 13

What is the role of a researcher when seeking problem-specific data through qualitative research?

Accepted Answer

A)   The researcher attempts to get yes or no answers from subjects.
B)   The researcher creates strict guidelines to direct responses to questions.
C)   The researcher tries to prevent the subject from giving open-ended responses.
D)   The researcher seeks for subjects to share their honest thoughts on a topic without interference.
E)   The researcher desires to obtain broad generalities from subjects.

Question 14

The big advantage of qualitative research in marketing is:

Accepted Answer

A)   ease of interpretation.
B)   it provides a good basis for statistical analysis.
C)   the in-depth responses it provides.
D)   the analysis can be handled on a personal computer.
E)   None of these is a good answer.

Question 15

Searching the Internet,reviewing secondary data,and monitoring "chatter" on the web are inexpensive and informal ways for marketers to:

Accepted Answer

A)   use a decision support system.
B)   perform a situation analysis.
C)   perform a focus group interview.
D)   join a market research online community (MRO
C)  .
E)   interpret data.

Question 16

Observing-as a method of collecting data-should focus on a well-defined problem.

Accepted Answer

A) True 
 B)False

Question 17

A marketing researcher using the scientific method develops and tests hypotheses about the relationships between things or about what will happen in the future.

Accepted Answer

A) True 
 B)False

Question 18

A focus group interview involves interviewing 6 to 10 people in an informal group setting.

Accepted Answer

A) True 
 B)False

Question 19

During a "situation analysis," a marketing researcher should:

Accepted Answer

A)   collect primary data.
B)   talk with competitors facing similar problems.
C)   begin to talk informally to as many customers as possible.
D)   study what information is already available.
E)   All of these are good choices.

Question 20

Which of the following is likely to be part of a situation analysis?

Accepted Answer

A)   A marketing analyst reviews company files for data
B)   A marketing researcher asks a trade association for one of its reports
C)   A marketing manager searches data.gov
D)   All of these are good choices

Exam 9: Improving Decisions With Marketing Information

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

Correct Answer
verified

Correct Answer
verified

A focus group interview involves interviewing 6 to 10 people in an informal group setting.

Correct Answer
verified

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

Correct Answer
verified

What is the significance of the observing method in marketing research?

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Which of the following is a feature of qualitative research in primary data collection?

Correct Answer
verified

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

Correct Answer
verified

A marketing manager wants to know if a "2 for 1" coupon will attract new customers.He will get the most persuasive results if he uses

Correct Answer
verified

A statistical package is likely to be used with quantitative research,but not with qualitative research.

Correct Answer
verified

Observing-as a method of collecting data-should focus on a well-defined problem.

Correct Answer
verified

In which of the following cases does research have little value,suggesting poor planning by a manager?

Correct Answer
verified

Searching the Internet,reviewing secondary data,and monitoring "chatter" on the web are inexpensive and informal ways for marketers to:

Correct Answer
verified

The big advantage of qualitative research in marketing is:

Correct Answer
verified

A group of consumers who help in collecting problem-specific data by providing information on a continuing basis is called ________.

Correct Answer
verified

Which of the following is likely to be part of a situation analysis?

Correct Answer
verified

During a "situation analysis," a marketing researcher should:

Correct Answer
verified

A marketing researcher using the scientific method develops and tests hypotheses about the relationships between things or about what will happen in the future.

Correct Answer
verified

What is the role of a researcher when seeking problem-specific data through qualitative research?

Correct Answer
verified

Exam 9: Improving Decisions With Marketing Information

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A focus group interview involves interviewing 6 to 10 people in an informal group setting.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

What is the significance of the observing method in marketing research?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following is a feature of qualitative research in primary data collection?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A marketing manager wants to know if a "2 for 1" coupon will attract new customers.He will get the most persuasive results if he uses

Correct AnswerverifiedShow Answer

A statistical package is likely to be used with quantitative research,but not with qualitative research.

Correct AnswerverifiedShow Answer

Observing-as a method of collecting data-should focus on a well-defined problem.

Correct AnswerverifiedShow Answer

In which of the following cases does research have little value,suggesting poor planning by a manager?

Correct AnswerverifiedShow Answer

Searching the Internet,reviewing secondary data,and monitoring "chatter" on the web are inexpensive and informal ways for marketers to:

Correct AnswerverifiedShow Answer

The big advantage of qualitative research in marketing is:

Correct AnswerverifiedShow Answer

A group of consumers who help in collecting problem-specific data by providing information on a continuing basis is called ________.

Correct AnswerverifiedShow Answer

Which of the following is likely to be part of a situation analysis?

Correct AnswerverifiedShow Answer

During a "situation analysis," a marketing researcher should:

Correct AnswerverifiedShow Answer

A marketing researcher using the scientific method develops and tests hypotheses about the relationships between things or about what will happen in the future.

Correct AnswerverifiedShow Answer

What is the role of a researcher when seeking problem-specific data through qualitative research?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified