Question 1

Setting up a marketing information system can be valuable to marketing managers because

Accepted Answer

A)   most companies have much useful information, but it often isn't available or accessible when the manager needs it.
B)   most market-oriented companies only need a certain type of information once or twice.
C)   marketing research data is rarely as accurate as data from a marketing information system.
D)   market-oriented managers can always use more data.
E)   a company that can't afford marketing research should at least have a marketing information system.

Question 2

A marketing information system (MIS) is a large computer which allows consumers to determine the prices of food products at grocery stores in any geographic area.

Accepted Answer

A) True 
 B)False

Question 3

Which method of data collection is typically best when you want respondents to quickly answer a small number of fairly simple questions?

Accepted Answer

A)   Telephone
B)   Mail
C)   Observation
D)   Experiment
E)   Secondary

Question 4

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 5

Which of the following is an ethical problem in marketing research?

Accepted Answer

A)   A researcher does not disclose problems that occurred during consumer interviews.
B)   A company calls consumers under the guise of doing research when the phone calls are really sales pitches for the company's products.
C)   A manager informs a researcher that the only acceptable results are ones that confirm the manager's existing viewpoints.
D)   A researcher deliberately withholds details about how a research study was conducted.
E)   All of these statements illustrate ethical problems in marketing research.

Question 6

_____ refers to the procedures that develop and analyze new information about a market.

Accepted Answer

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

Question 7

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; sample

Question 8

Which of the following statements concerning secondary data is correct?

Accepted Answer

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

Question 9

An outside sales force can provide customers with up-to-date inventory levels, product prices, delivery dates, and so forth by accessing information on the firm's own:

Accepted Answer

A)   marketing model.
B)   marketing dashboard.
C)   intranet.
D)   JIT system.
E)   EDI system.

Question 10

By computing confidence intervals a researcher can:

Accepted Answer

A)   have just as much confidence in an estimate from a small sample.
B)   offset some of the problems of having a nonrepresentative sample.
C)   estimate how precise her research results are likely to be.
D)   none of these alternatives is a good answer.

Question 11

Much of the secondary data on the Internet is stored in database formats that standard website search engines cannot find.

Accepted Answer

A) True 
 B)False

Question 12

An intranet works like the Internet but access is limited to a company's employees.

Accepted Answer

A) True 
 B)False

Question 13

A decision-making approach that focuses on being objective and orderly in testing ideas before accepting them is the:

Accepted Answer

A)   MIS method.
B)   scientific method.
C)   statistical method.
D)   DSS method.
E)   marketing models method.

Question 14

All marketing research projects are worthwhile because they gather new information--even if the research doesn't have action implications.

Accepted Answer

A) True 
 B)False

Question 15

A consumer products manufacturer wants consumer reaction to its existing products. Interaction is considered important to stimulate thinking. The firm should use:

Accepted Answer

A)   the observation method.
B)   focus group interviews.
C)   the GSR (galvanic skin response)  method.
D)   quantitative interviews.
E)   telephone interviews.

Question 16

Defining the problem is the first step in the marketing research process--and is usually the easiest job for the researcher.

Accepted Answer

A) True 
 B)False

Question 17

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 18

In general, a marketing researcher should get some problem-specific data before planning a formal research project.

Accepted Answer

A) True 
 B)False

Question 19

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 20

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.

Exam 7: Improving Decisions With Marketing Information

_____ refers to the procedures that develop and analyze new information about a market.

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Which of the following statements concerning secondary data is correct?

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Which of the following is an ethical problem in marketing research?

Correct AnswerverifiedShow Answer

Which method of data collection is typically best when you want respondents to quickly answer a small number of fairly simple questions?

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

An intranet works like the Internet but access is limited to a company's employees.

Correct AnswerverifiedShow Answer

A decision-making approach that focuses on being objective and orderly in testing ideas before accepting them is the:

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

Defining the problem is the first step in the marketing research process--and is usually the easiest job for the researcher.

Correct AnswerverifiedShow Answer

A consumer products manufacturer wants consumer reaction to its existing products. Interaction is considered important to stimulate thinking. The firm should use:

Correct AnswerverifiedShow Answer

Setting up a marketing information system can be valuable to marketing managers because

Correct AnswerverifiedShow Answer

A marketing information system (MIS) is a large computer which allows consumers to determine the prices of food products at grocery stores in any geographic area.

Correct AnswerverifiedShow Answer

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

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

In general, a marketing researcher should get some problem-specific data before planning a formal research project.

Correct AnswerverifiedShow Answer

Much of the secondary data on the Internet is stored in database formats that standard website search engines cannot find.

Correct AnswerverifiedShow Answer

All marketing research projects are worthwhile because they gather new information--even if the research doesn't have action implications.

Correct AnswerverifiedShow Answer

An outside sales force can provide customers with up-to-date inventory levels, product prices, delivery dates, and so forth by accessing information on the firm's own:

Correct AnswerverifiedShow Answer

By computing confidence intervals a researcher can:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow 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.

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