Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

Qualitative research seeks clear yes or no answers.

Accepted Answer

A) True 
 B)False

Question 3

Which variation of personal interview surveys helps reduce the cost of locating consumer respondents?

Accepted Answer

A)   Pull interviews
B)   Mall intercept interviews
C)   Push interviews
D)   Perception interviews
E)   Subjective interviewsF) A) and B)
G) A) and C)

Question 4

Which of the following statements about a situation analysis is False?

Accepted Answer

A)   A situation analysis is mainly a study of new information that is not already available.
B)   A situation analysis may involve informal discussions with knowledgeable people.
C)   A situation analysis may help educate a researcher who is dealing with an unfamiliar subject.
D)   A situation analysis should include finding relevant secondary data.
E)   None of these statements about a situation analysis is False.F) B) and E)
G) B) and C)

Question 5

Which of the following is NOT part of the five-step marketing research process discussed in the text?

Accepted Answer

A)   Interpreting the data
B)   Developing the marketing information system (MIS) 
C)   Analyzing the situation
D)   Defining the problem
E)   Solving the problemF) D) and E)
G) A) and C)

Question 6

Data which have already been collected in a previous study are called ________ data,while data that are generated by a phone survey this month of key customers are called ________ data.

Accepted Answer

A)   primary; secondary
B)   primary; intranet
C)   secondary; primary
D)   secondary; experimental
E)   intranet; sampleF) A) and C)
G) A) and D)

Question 7

Isaac,a marketing manager,performs Internet searches and customer surveys to develop and analyze new information about a market his company is planning to enter.Identify the procedure that Isaac is following to get the desired information.

Accepted Answer

A)   Marketing research
B)   Marketing information system
C)   Frequency monitoring program
D)   Marketing plan
E)   Management information systemF) B) and D)
G) D) and E)

Question 8

A marketing model displays up-to-the-minute marketing data in an easy to read format.

Accepted Answer

A) True 
 B)False

Question 9

Pick the correct statement about marketing research.

Accepted Answer

A)   It is an organized way of gathering and analyzing information marketing managers need.
B)   It involves a wide range of techniques including Internet search, customer surveys, and more.
C)   It is a department in most small companies.
D)   It is only needed by producers who have long channels of distribution.
E)   It is not considered an alternative to a marketing information system.F) B) and D)
G) None of the above

Question 10

A marketing manager can use a marketing model to look at the sales (and costs)expected with different types of promotion and select the marketing mix that is best for a particular target market.

Accepted Answer

A) True 
 B)False

Question 11

A complete marketing information system should:

Accepted Answer

A)   provide a good overall view on many types of problems.
B)   organize incoming information into a data warehouse.
C)   provide answers to specific questions.
D)   continually gather data from internal and external sources, and from market research studies.
E)   All of these alternatives are true.F) A) and C)
G) C) and D)

Question 12

The most difficult and important step in the scientific approach to marketing research is ________.

Accepted Answer

A)   defining the problem
B)   interpreting the data
C)   solving the problem
D)   analyzing the situation
E)   getting problem-specific dataF) A) and C)
G) B) and C)

Question 13

An online group of participants who are joined together by a common interest and participate in ongoing research is called ________.

Accepted Answer

A)   experiment
B)   mutual research network
C)   family intercept
D)   focus group
E)   market research online communityF) A) and B)
G) A) and C)

Question 14

The Statistical Abstract of the United States is one of the most useful summaries of secondary data published by the federal government.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is true about a decision support system (DSS) ?

Accepted Answer

A)   It is a system that focuses only on numerical data.
B)   It is a computer program that allows a marketing manager to obtain and use information.
C)   It organizes incoming information into a data warehouse.
D)   It is a place where databases are stored so that they are available when needed.
E)   It is a system for linking computers within a company.F) All of the above
G) C) and D)

Question 16

A fast-food chain is redesigning its restaurants.One of the main questions faced by the chain's management is,"Should the new restaurant design include a salad bar?" A researcher in the company finds that salad bars are costly to maintain and are not a major attraction to consumers.Based on this information,management decides that it will not have a salad bar as part of the new restaurant design.Which of the following points is illustrated by this situation?

Accepted Answer

A)   Situation analysis sometimes eliminates the need for conducting further research in a problem area.
B)   Situation analysis is very costly in terms of time and money.
C)   Secondary data from sources outside the company is always better than secondary data from sources inside the company.
D)   Secondary data from private sources is always better than secondary data from government sources.
E)   Collecting primary data is always necessary in order to make good decisions.F) B) and C)
G) D) and E)

Question 17

Which of the following would be a good place for a marketing analyst to start looking for published statistical data of the social,political,and economic organization of the United States?

Accepted Answer

A)   Encyclopedia of Associations
B)   Congressional Record
C)   Wall Street Journal
D)   Statistical Abstract of the United States
E)   New York Times research filesF) A) and E)
G) B) and E)

Question 18

Only about 25 percent of marketing research spending is for syndicated research.

Accepted Answer

A) True 
 B)False

Question 19

An organized way of continually gathering,accessing,and analyzing data to get information to help marketing managers make ongoing decisions is called ________.

Accepted Answer

A)   marketing information system
B)   marketing model
C)   marketing research project
D)   marketing research department
E)   marketing logistics systemF) D) and E)
G) A) and B)

Question 20

Market research online communities are one-time events.

Accepted Answer

A) True 
 B)False

Exam 9: Improving Decisions With Marketing Information

Which of the following statements about a situation analysis is False?

Correct Answer
verified

The Statistical Abstract of the United States is one of the most useful summaries of secondary data published by the federal government.

Correct Answer
verified

The most difficult and important step in the scientific approach to marketing research is ________.

Correct Answer
verified

Isaac,a marketing manager,performs Internet searches and customer surveys to develop and analyze new information about a market his company is planning to enter.Identify the procedure that Isaac is following to get the desired information.

Correct Answer
verified

A marketing manager can use a marketing model to look at the sales (and costs)expected with different types of promotion and select the marketing mix that is best for a particular target market.

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Which of the following would be a good place for a marketing analyst to start looking for published statistical data of the social,political,and economic organization of the United States?

Correct Answer
verified

Which variation of personal interview surveys helps reduce the cost of locating consumer respondents?

Correct Answer
verified

An online group of participants who are joined together by a common interest and participate in ongoing research is called ________.

Correct Answer
verified

Which of the following is NOT part of the five-step marketing research process discussed in the text?

Correct Answer
verified

Qualitative research seeks clear yes or no answers.

Correct Answer
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Data which have already been collected in a previous study are called data,while data that are generated by a phone survey this month of key customers are called data.

Correct Answer
verified

Pick the correct statement about marketing research.

Correct Answer
verified

A marketing model displays up-to-the-minute marketing data in an easy to read format.

Correct Answer
verified

An organized way of continually gathering,accessing,and analyzing data to get information to help marketing managers make ongoing decisions is called ________.

Correct Answer
verified

A complete marketing information system should:

Correct Answer
verified

Only about 25 percent of marketing research spending is for syndicated research.

Correct Answer
verified

Market research online communities are one-time events.

Correct Answer
verified

Which of the following is true about a decision support system (DSS) ?

Correct Answer
verified

Exam 9: Improving Decisions With Marketing Information

Which of the following statements about a situation analysis is False?

Correct AnswerverifiedShow Answer

The Statistical Abstract of the United States is one of the most useful summaries of secondary data published by the federal government.

Correct AnswerverifiedShow Answer

The most difficult and important step in the scientific approach to marketing research is ________.

Correct AnswerverifiedShow Answer

Isaac,a marketing manager,performs Internet searches and customer surveys to develop and analyze new information about a market his company is planning to enter.Identify the procedure that Isaac is following to get the desired information.

Correct AnswerverifiedShow Answer

A marketing manager can use a marketing model to look at the sales (and costs)expected with different types of promotion and select the marketing mix that is best for a particular target market.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following would be a good place for a marketing analyst to start looking for published statistical data of the social,political,and economic organization of the United States?

Correct AnswerverifiedShow Answer

Which variation of personal interview surveys helps reduce the cost of locating consumer respondents?

Correct AnswerverifiedShow Answer

An online group of participants who are joined together by a common interest and participate in ongoing research is called ________.

Correct AnswerverifiedShow Answer

Which of the following is NOT part of the five-step marketing research process discussed in the text?

Correct AnswerverifiedShow Answer

Qualitative research seeks clear yes or no answers.

Correct AnswerverifiedShow Answer

Data which have already been collected in a previous study are called ________ data,while data that are generated by a phone survey this month of key customers are called ________ data.

Correct AnswerverifiedShow Answer

Pick the correct statement about marketing research.

Correct AnswerverifiedShow Answer

A marketing model displays up-to-the-minute marketing data in an easy to read format.

Correct AnswerverifiedShow Answer

An organized way of continually gathering,accessing,and analyzing data to get information to help marketing managers make ongoing decisions is called ________.

Correct AnswerverifiedShow Answer

A complete marketing information system should:

Correct AnswerverifiedShow Answer

Only about 25 percent of marketing research spending is for syndicated research.

Correct AnswerverifiedShow Answer

Market research online communities are one-time events.

Correct AnswerverifiedShow Answer

Which of the following is true about a decision support system (DSS) ?

Correct AnswerverifiedShow Answer

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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Data which have already been collected in a previous study are called data,while data that are generated by a phone survey this month of key customers are called data.

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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