Question 1

________ are data that were collected for another purpose and already exist.

Accepted Answer

A) Primary data 
B) Secondary data 
C) Tertiary data 
D) Inordinate data 
E) Ordinate data 
A) Primary data 
B) Secondary data 
C) Tertiary data 
D) Inordinate data 
E) Ordinate data

Question 2

It is often necessary for marketers to understand the nature of market demand.Define market demand.

Accepted Answer

Market demand for a product is the total

Question 3

Companies undertake surveys to learn about people's knowledge,________,preferences,and satisfaction and to measure these magnitudes in the general population.

Accepted Answer

A) beliefs 
B) psyche 
C) inner id 
D) deepest secrets 
E) intelligence and literacy 
A) beliefs 
B) psyche 
C) inner id 
D) deepest secrets 
E) intelligence and literacy

Question 4

________ is(are)the set of measures that helps firms to quantify,compare,and interpret their marketing performance.

Accepted Answer

A) Marketing diagnostics 
B) Psychographics 
C) Demographics 
D) Marketing intelligence 
E) Marketing metrics 
A) Marketing diagnostics 
B) Psychographics 
C) Demographics 
D) Marketing intelligence 
E) Marketing metrics

Question 5

Which of the following is the best definition of the market research problem as American Airlines conducts research to determine whether to make the in-flight Internet available to first-class passengers?

Accepted Answer

A) Find out whether enough passengers aboard a B747 flying direct between Chicago and Tokyo would be willing to pay $25 for an Internet connection for American Airlines to break even in one year on the cost of offering this service. 
B) Find out everything you can about first-class air travelers' needs. 
C) Will offering an in-flight Internet service create enough incremental preference and profit for American Airlines to justify its cost against other possible investments in service enhancements American might make? 
D) Is the Internet an important element of first-class air travelers' work and home lives? 
E) None of the above. 
A) Find out whether enough passengers aboard a B747 flying direct between Chicago and Tokyo would be willing to pay $25 for an Internet connection for American Airlines to break even in one year on the cost of offering this service. 
B) Find out everything you can about first-class air travelers' needs. 
C) Will offering an in-flight Internet service create enough incremental preference and profit for American Airlines to justify its cost against other possible investments in service enhancements American might make? 
D) Is the Internet an important element of first-class air travelers' work and home lives? 
E) None of the above.

Question 6

The most common instrument used to collect primary data is the ________.

Accepted Answer

A) human eye (through observation) 
B) Internet 
C) bar-code reader (behavioral data research) 
D) video camera (e.g. ,focus-group research) 
E) questionnaire 
A) human eye (through observation) 
B) Internet 
C) bar-code reader (behavioral data research) 
D) video camera (e.g. ,focus-group research) 
E) questionnaire

Question 7

Many managers see marketing research as a fact-finding operation.Is this a correct view? Explain.

Accepted Answer

Managers expect the researcher to design

Question 8

The Bledsoe Marketing Research group has been hired to administer a series of "yes/no" questions to shoppers in a local mall.If questions on a survey have only two possible answers (such as "yes/no" questions),what type of questions are these?

Accepted Answer

Questions of this type are clo

Question 9

Explain what qualitative research is and why it might be useful to marketers.

Accepted Answer

Some marketers prefer more qualitative m

Question 10

What is the chief advantage of using each of the following contact methods: mail questionnaire,telephone interview,and personal interview?

Accepted Answer

The chief advantage of each contact meth

Question 11

The marketing manager needs to know the cost of the research project before approving it.During which of the following stages of the marketing research process would such a consideration most likely take place?

Accepted Answer

A) Step 1-defining the problem 
B) Step 1-creating decision alternatives 
C) Step 1-drafting the research objectives 
D) Step 2-develop the research plan 
E) Step 3-information collection 
A) Step 1-defining the problem 
B) Step 1-creating decision alternatives 
C) Step 1-drafting the research objectives 
D) Step 2-develop the research plan 
E) Step 3-information collection

Question 12

A common way to estimate total market potential is to multiply the potential number of buyers by the average quantity each purchases,times the price.

Accepted Answer

A) True 
 B)False

Question 13

Describe how ethical marketing assists a desire to have good marketing research.

Accepted Answer

Marketing research benefits both the spo

Question 14

Companies interested in market potential have a special interest in the product-penetration percentage,which is the percentage of ownership or use of a product or service in a population.

Accepted Answer

A) True 
 B)False

Question 15

The most important task of a marketing researcher is to ________.

Accepted Answer

A) identify consumer insights 
B) assess the efficiency and effectiveness of marketing activities 
C) develop new product offerings 
D) identify potential market openings for the firm to exploit 
E) all of the above 
A) identify consumer insights 
B) assess the efficiency and effectiveness of marketing activities 
C) develop new product offerings 
D) identify potential market openings for the firm to exploit 
E) all of the above

Question 16

Before Sandra Perez opened her floral shop she read all she could on the industry.She also reviewed library data banks on growth patterns in the local area with particular interest in the location of florists throughout the city.This ________ assisted her in deciding where to locate her store.

Accepted Answer

A) primary information 
B) secondary information 
C) guerilla marketing data 
D) tertiary information 
E) nonpersonal information 
A) primary information 
B) secondary information 
C) guerilla marketing data 
D) tertiary information 
E) nonpersonal information

Question 17

One of the biggest obstacles to conducting international research is ________.

Accepted Answer

A) cost 
B) lack of consistency 
C) language difficulties 
D) religious bias 
E) lack of management's commitment in this area 
A) cost 
B) lack of consistency 
C) language difficulties 
D) religious bias 
E) lack of management's commitment in this area

Question 18

Samples of less than 1% of a population can often provide good reliability,with a credible sampling procedure.

Accepted Answer

A) True 
 B)False

Question 19

If a marketing researcher decides to use a Likert scale,the researcher has chosen a technique wherein the respondent reviews a statement that shows the amount of agreement/disagreement with some product,service,or concept.

Accepted Answer

A) True 
 B)False

Question 20

As one marketing executive noted,________ are "…the most cost-effective,quickest,dirtiest way to get information in rapid time on an idea."

Accepted Answer

A) scanners 
B) tele-us machines 
C) surveys 
D) in-store interviews 
E) focus groups 
A) scanners 
B) tele-us machines 
C) surveys 
D) in-store interviews 
E) focus groups

Exam 4: Conducting Marketing Research and Forecasting Demand

________ are data that were collected for another purpose and already exist.

It is often necessary for marketers to understand the nature of market demand.Define market demand.

Companies undertake surveys to learn about people's knowledge,________,preferences,and satisfaction and to measure these magnitudes in the general population.

________ is(are)the set of measures that helps firms to quantify,compare,and interpret their marketing performance.

Which of the following is the best definition of the market research problem as American Airlines conducts research to determine whether to make the in-flight Internet available to first-class passengers?

The most common instrument used to collect primary data is the ________.

Many managers see marketing research as a fact-finding operation.Is this a correct view? Explain.

The Bledsoe Marketing Research group has been hired to administer a series of "yes/no" questions to shoppers in a local mall.If questions on a survey have only two possible answers (such as "yes/no" questions),what type of questions are these?

Explain what qualitative research is and why it might be useful to marketers.

What is the chief advantage of using each of the following contact methods: mail questionnaire,telephone interview,and personal interview?

The marketing manager needs to know the cost of the research project before approving it.During which of the following stages of the marketing research process would such a consideration most likely take place?

A common way to estimate total market potential is to multiply the potential number of buyers by the average quantity each purchases,times the price.

Describe how ethical marketing assists a desire to have good marketing research.

Companies interested in market potential have a special interest in the product-penetration percentage,which is the percentage of ownership or use of a product or service in a population.

The most important task of a marketing researcher is to ________.

Before Sandra Perez opened her floral shop she read all she could on the industry.She also reviewed library data banks on growth patterns in the local area with particular interest in the location of florists throughout the city.This ________ assisted her in deciding where to locate her store.

One of the biggest obstacles to conducting international research is ________.

Samples of less than 1% of a population can often provide good reliability,with a credible sampling procedure.

If a marketing researcher decides to use a Likert scale,the researcher has chosen a technique wherein the respondent reviews a statement that shows the amount of agreement/disagreement with some product,service,or concept.

As one marketing executive noted,________ are "…the most cost-effective,quickest,dirtiest way to get information in rapid time on an idea."

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Creating Customer Value, satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Dealing With Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

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