Question 1

A good MIS balances the information users would against what they really and what is .

Accepted Answer

A) like to have;need;feasible to offer 
B) use;have to use;available 
C) need;like;feasible 
D) need;can afford;used by the competition 
E) like;can analyze;needed 
A) like to have;need;feasible to offer 
B) use;have to use;available 
C) need;like;feasible 
D) need;can afford;used by the competition 
E) like;can analyze;needed

Question 2

Custom social networks such as the Adidas Insider community organized by Adidas allow marketers to address the problem of controlling who is in an online sample.

Accepted Answer

A) True 
 B)False

Question 3

Which form of marketing research is flexible,allows for explanation of difficult questions,and lends itself to showing products and advertisements?

Accepted Answer

A) telephone surveys 
B) ethnographic research 
C) individual interviewing 
D) observational research 
E) Internet surveys 
A) telephone surveys 
B) ethnographic research 
C) individual interviewing 
D) observational research 
E) Internet surveys

Question 4

In general,marketers must weigh carefully the costs of additional information against the resulting from it.

Accepted Answer

A) organization 
B) ethical issues 
C) cost 
D) creativity 
E) benefits 
A) organization 
B) ethical issues 
C) cost 
D) creativity 
E) benefits

Question 5

Frito- Lay's _ gathers daily sales data and sorts it by product line and by region.The marketing managers use the data to evaluate the market share of different Frito- Lay products compared to one another and to competing snack foods in each region where the company does business.

Accepted Answer

A) competitive marketing intelligence system 
B) case study 
C) acquired database 
D) marketing information system 
E) commercial research 
A) competitive marketing intelligence system 
B) case study 
C) acquired database 
D) marketing information system 
E) commercial research

Question 6

Which of the following has the highest rating for speed of data collection and compilation?

Accepted Answer

A) personal interviews 
B) open- ended questionnaires 
C) ethnographic research 
D) Internet surveys 
E) mail surveys 
A) personal interviews 
B) open- ended questionnaires 
C) ethnographic research 
D) Internet surveys 
E) mail surveys

Question 7

Carls Jr.came out with a new hamburger and released it in two different cities with two different price points.Marketers at Carls Jr.then analyzed the different levels of purchase made at the two different price points,planning on using the information to help them set a nationwide price for the new offering.This is an example of .

Accepted Answer

A) survey research 
B) observational research 
C) experimental research 
D) qualitative research 
E) behavioral research 
A) survey research 
B) observational research 
C) experimental research 
D) qualitative research 
E) behavioral research

Question 8

Ideally,a sample should be representative so that the researcher can make accurate estimates of the thoughts and behaviors of the larger population.

Accepted Answer

A) True 
 B)False

Question 9

Open- ended survey questions are particularly useful in exploratory research.

Accepted Answer

A) True 
 B)False

Question 10

Discuss several ways in which smaller organizations can use marketing research techniques at little or no expense.

Accepted Answer

Small organizations can use the same mar

Question 11

Survey research,though used to obtain many kinds of information in a variety of situations,is best suited for gathering information.

Accepted Answer

A) exploratory 
B) causal 
C) interpersonal 
D) creative 
E) descriptive 
A) exploratory 
B) causal 
C) interpersonal 
D) creative 
E) descriptive

Question 12

Small organizations can obtain,with relatively little effort,most of which type of data available to large businesses?

Accepted Answer

A) secondary 
B) experimental 
C) primary 
D) ethnographic 
E) touch point 
A) secondary 
B) experimental 
C) primary 
D) ethnographic 
E) touch point

Question 13

Secondary data consists of information .

Accepted Answer

A) that already exists but was collected for a different purpose 
B) that already exists somewhere but is outdated 
C) used by competitors 
D) that does not currently exist in an organized form 
E) that researchers can only obtain through surveys and observation 
A) that already exists but was collected for a different purpose 
B) that already exists somewhere but is outdated 
C) used by competitors 
D) that does not currently exist in an organized form 
E) that researchers can only obtain through surveys and observation

Question 14

Which of the following is NOT a disadvantage of telephone interviews?

Accepted Answer

A) Under time pressures,some interviewers might cheat. 
B) Interviewers can explain some questions and probe more deeply on others. 
C) Potential respondents may refuse to participate. 
D) Interviewer bias is introduced. 
E) They are more expensive to conduct than mail questionnaires. 
A) Under time pressures,some interviewers might cheat. 
B) Interviewers can explain some questions and probe more deeply on others. 
C) Potential respondents may refuse to participate. 
D) Interviewer bias is introduced. 
E) They are more expensive to conduct than mail questionnaires.

Question 15

Survey research is LEAST likely to be conducted through which of the following?

Accepted Answer

A) personal interview 
B) the Web 
C) the mail 
D) observation 
E) the telephone 
A) personal interview 
B) the Web 
C) the mail 
D) observation 
E) the telephone

Question 16

What is the first step in the marketing research process?

Accepted Answer

A) hiring an outside research specialist 
B) developing the research plan for collecting information 
C) defining the problem and research objectives 
D) developing a marketing information system 
E) implementing the research plan 
A) hiring an outside research specialist 
B) developing the research plan for collecting information 
C) defining the problem and research objectives 
D) developing a marketing information system 
E) implementing the research plan

Question 17

Explain why exploratory research,descriptive research,or causal research would be the best method for determining whether shoppers in the Midwest are more sensitive to a price increase for laundry soap than shoppers on the East Coast are.

Accepted Answer

Causal research would be most important

Question 18

For primary data to be useful to marketers,it must be relevant,current,unbiased,and .

Accepted Answer

A) accurate 
B) collected before secondary data 
C) inexpensive 
D) experimental 
E) descriptive 
A) accurate 
B) collected before secondary data 
C) inexpensive 
D) experimental 
E) descriptive

Question 19

Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings.However,if the sample size is too small,it is likely to be difficult to _ .

Accepted Answer

A) generalize from the results 
B) encourage honest responses to questions 
C) orchestrate cooperation among participants 
D) develop a nonprobability sample 
E) find enough secondary data to support the findings 
A) generalize from the results 
B) encourage honest responses to questions 
C) orchestrate cooperation among participants 
D) develop a nonprobability sample 
E) find enough secondary data to support the findings

Question 20

Malaya Ramirez is organizing marketing research in Central American countries for a large American corporation that is interested in expanding its market.The survey Malaya is using was written in English and then translated into Spanish for use by Spanish- speaking respondents.Which of the following is it most important for Malaya do before administering this questionnaire to a sample of the market?

Accepted Answer

A) have the questionnaire translated back into English to check for accuracy 
B) decide whether to focus on primary or secondary data 
C) determine which type of research instrument to use 
D) determine whether to focus on descriptive or causal objectives 
E) make sure that the survey includes both open- ended and closed- ended questions 
A) have the questionnaire translated back into English to check for accuracy 
B) decide whether to focus on primary or secondary data 
C) determine which type of research instrument to use 
D) determine whether to focus on descriptive or causal objectives 
E) make sure that the survey includes both open- ended and closed- ended questions

A good MIS balances the information users would against what they really and what is .

Custom social networks such as the Adidas Insider community organized by Adidas allow marketers to address the problem of controlling who is in an online sample.

Which form of marketing research is flexible,allows for explanation of difficult questions,and lends itself to showing products and advertisements?

In general,marketers must weigh carefully the costs of additional information against the resulting from it.

Frito- Lay's _ gathers daily sales data and sorts it by product line and by region.The marketing managers use the data to evaluate the market share of different Frito- Lay products compared to one another and to competing snack foods in each region where the company does business.

Which of the following has the highest rating for speed of data collection and compilation?

Ideally,a sample should be representative so that the researcher can make accurate estimates of the thoughts and behaviors of the larger population.

Open- ended survey questions are particularly useful in exploratory research.

Discuss several ways in which smaller organizations can use marketing research techniques at little or no expense.

Survey research,though used to obtain many kinds of information in a variety of situations,is best suited for gathering information.

Small organizations can obtain,with relatively little effort,most of which type of data available to large businesses?

Secondary data consists of information .

Which of the following is NOT a disadvantage of telephone interviews?

Survey research is LEAST likely to be conducted through which of the following?

What is the first step in the marketing research process?

Explain why exploratory research,descriptive research,or causal research would be the best method for determining whether shoppers in the Midwest are more sensitive to a price increase for laundry soap than shoppers on the East Coast are.

For primary data to be useful to marketers,it must be relevant,current,unbiased,and .

Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings.However,if the sample size is too small,it is likely to be difficult to _ .

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Consumer Markets and Consumer Buyer Behavior

Business Markets and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing Strategies: Understanding and Capturing Customer Value

Additional Pricing Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Exam 4: Managing Marketing Information to Gain Customer Insights

A good MIS balances the information users would against what they really and what is .

Custom social networks such as the Adidas Insider community organized by Adidas allow marketers to address the problem of controlling who is in an online sample.

Which form of marketing research is flexible,allows for explanation of difficult questions,and lends itself to showing products and advertisements?

In general,marketers must weigh carefully the costs of additional information against the resulting from it.

Frito- Lay's _ gathers daily sales data and sorts it by product line and by region.The marketing managers use the data to evaluate the market share of different Frito- Lay products compared to one another and to competing snack foods in each region where the company does business.

Which of the following has the highest rating for speed of data collection and compilation?

Ideally,a sample should be representative so that the researcher can make accurate estimates of the thoughts and behaviors of the larger population.

Open- ended survey questions are particularly useful in exploratory research.

Discuss several ways in which smaller organizations can use marketing research techniques at little or no expense.

Survey research,though used to obtain many kinds of information in a variety of situations,is best suited for gathering information.

Small organizations can obtain,with relatively little effort,most of which type of data available to large businesses?

Secondary data consists of information .

Which of the following is NOT a disadvantage of telephone interviews?

Survey research is LEAST likely to be conducted through which of the following?

What is the first step in the marketing research process?

Explain why exploratory research,descriptive research,or causal research would be the best method for determining whether shoppers in the Midwest are more sensitive to a price increase for laundry soap than shoppers on the East Coast are.

For primary data to be useful to marketers,it must be relevant,current,unbiased,and .

Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings.However,if the sample size is too small,it is likely to be difficult to _ .

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Consumer Markets and Consumer Buyer Behavior

Business Markets and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing Strategies: Understanding and Capturing Customer Value

Additional Pricing Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters