Question 1

Secondary data are data collected from inside the organization; primary data are those collected from outside the organization.

Accepted Answer

A) True 
 B)False

Question 2

The marketing department at Whole Foods is using software to measure and interpret the effectiveness of a new promotional campaign it launched on sustainable seafood. It wants to evaluate the return on investment of the campaign and make changes to the campaign if needed. Which tool is Whole Foods most likely using?

Accepted Answer

A)  marketing analytics 
B)  statistical analysis 
C)  databases 
D)  marketing decision support system 
E)  singe-source data 
A)  marketing analytics 
B)  statistical analysis 
C)  databases 
D)  marketing decision support system 
E)  singe-source data

Question 3

Carlos was given the task of conducting a research project for his firm and proceeds with the following steps: He asks questions to determine the research topic, conducts a telephone survey, writes a report describing the survey results, and gives that report to his boss. Which step of the marketing research process has Carlos omitted?

Accepted Answer

A)  Collecting data 
B)  Defining and locating problems 
C)  Interpreting research 
D)  Designing the research project 
E)  Reporting research findings 
A)  Collecting data 
B)  Defining and locating problems 
C)  Interpreting research 
D)  Designing the research project 
E)  Reporting research findings

Question 4

Less randomness and more difficulty in obtaining a sample size are disadvantages of _________ .

Accepted Answer

A)  personal interview surveys 
B)  telephone surveys 
C)  mail surveys 
D)  social media 
E)  online experimentation 
A)  personal interview surveys 
B)  telephone surveys 
C)  mail surveys 
D)  social media 
E)  online experimentation

Question 5

Decreasing sales, increasing expenses, or decreasing profits

Accepted Answer

A)  are to be expected during the marketing research process. 
B)  are examples of symptoms that point to larger problems. 
C)  usually have no effect on the marketing research process. 
D)  are important considerations in designing the research project. 
E)  should be carefully considered before collecting data. 
A)  are to be expected during the marketing research process. 
B)  are examples of symptoms that point to larger problems. 
C)  usually have no effect on the marketing research process. 
D)  are important considerations in designing the research project. 
E)  should be carefully considered before collecting data.

Question 6

Experimental research is used to make tentative hypotheses more specific.

Accepted Answer

A) True 
 B)False

Question 7

The in-home (door-to-door) interview is an example of a focus-group interview.

Accepted Answer

A) True 
 B)False

Question 8

The purpose of marketing research is to inform an organization about customers' needs and desires, marketing opportunities for particular goods and services, and changing attitudes and purchase patterns of customers.

Accepted Answer

A) True 
 B)False

Question 9

In which type of sampling design is the final choice of respondents left up to the interviewer?

Accepted Answer

A)  Stratified 
B)  Random 
C)  Cluster 
D)  Area 
E)  Quota 
A)  Stratified 
B)  Random 
C)  Cluster 
D)  Area 
E)  Quota

Question 10

When researchers divide the population of interest in a study into groups and then arbitrarily choose participants from each group, they are using

Accepted Answer

A)  quota sampling. 
B)  selective surveying. 
C)  random sampling. 
D)  stratified sampling. 
E)  researcher samples. 
A)  quota sampling. 
B)  selective surveying. 
C)  random sampling. 
D)  stratified sampling. 
E)  researcher samples.

Question 11

If Weight Watchers is interested in collecting information about Americans' perceptions of dieting programs, and the company believes that significant regional differences may exist, the best type of sampling would be

Accepted Answer

A)  random. 
B)  quota. 
C)  population. 
D)  stratified. 
E)  nonquota. 
A)  random. 
B)  quota. 
C)  population. 
D)  stratified. 
E)  nonquota.

Question 12

Focus-group interviews are useful if the researcher is interested in observing group interaction.

Accepted Answer

A) True 
 B)False

Question 13

Designing research procedures that produce reliable marketing data means that

Accepted Answer

A)  others using the same procedure will get almost identical data. 
B)  the procedure must give results that support the hypothesis. 
C)  the procedure must not give results that contradict other research studies. 
D)  the procedure may give results that contradict other research studies. 
E)  sampling must be done in a completely random manner. 
A)  others using the same procedure will get almost identical data. 
B)  the procedure must give results that support the hypothesis. 
C)  the procedure must not give results that contradict other research studies. 
D)  the procedure may give results that contradict other research studies. 
E)  sampling must be done in a completely random manner.

Question 14

Compare reliability and validity. Why are they important considerations in marketing research?

Accepted Answer

In designing research, marketing researc

Question 15

In the marketing information system, the means of gathering data receive less attention than the procedures for expediting the flow of information.

Accepted Answer

A) True 
 B)False

Question 16

Results of a mail survey can be misleading if there is a high nonresponse rate.

Accepted Answer

A) True 
 B)False

Question 17

Jamal has just finished collecting data about the texting habits of students during their lunch hour. He used both online surveys to ask the students about their texting behavior, as well as observational techniques in the cafeteria. What is the next step in the marketing research process for Jamal to begin?

Accepted Answer

A)  Reporting research results 
B)  Selecting the research method 
C)  Interpreting research findings 
D)  Designing the research project 
E)  Refining the research issue 
A)  Reporting research results 
B)  Selecting the research method 
C)  Interpreting research findings 
D)  Designing the research project 
E)  Refining the research issue

Question 18

Big data is the new hot topic in technology and marketing. It promises to provide many informational benefits to the companies that can harness it most effectively. But all new things come with positives and negatives.
Which one of the following is a challenge associated with big data?

Accepted Answer

A)  Determining how to get value from the data. 
B)  There isn't much data available. 
C)  Finding enough storage capacity for the data. 
D)  Writing reports using big data. 
E)  Getting quantitative and qualitative data in the same database. 
A)  Determining how to get value from the data. 
B)  There isn't much data available. 
C)  Finding enough storage capacity for the data. 
D)  Writing reports using big data. 
E)  Getting quantitative and qualitative data in the same database.

Question 19

The opportunity to obtain data via the Internet has resulted in more than half of all marketing research coming from secondary sources.

Accepted Answer

A) True 
 B)False

Question 20

Behavior Scan, a research company, provides information on household demographics, television viewing habits, and purchases tracked with Hotline cards. This is

Accepted Answer

A)  a marketing information system. 
B)  a business software database. 
C)  online information. 
D)  U.S. Census data. 
E)  single-source data. 
A)  a marketing information system. 
B)  a business software database. 
C)  online information. 
D)  U.S. Census data. 
E)  single-source data.

Secondary data are data collected from inside the organization; primary data are those collected from outside the organization.

Less randomness and more difficulty in obtaining a sample size are disadvantages of _________ .

Decreasing sales, increasing expenses, or decreasing profits

Experimental research is used to make tentative hypotheses more specific.

The in-home (door-to-door) interview is an example of a focus-group interview.

The purpose of marketing research is to inform an organization about customers' needs and desires, marketing opportunities for particular goods and services, and changing attitudes and purchase patterns of customers.

In which type of sampling design is the final choice of respondents left up to the interviewer?

When researchers divide the population of interest in a study into groups and then arbitrarily choose participants from each group, they are using

If Weight Watchers is interested in collecting information about Americans' perceptions of dieting programs, and the company believes that significant regional differences may exist, the best type of sampling would be

Focus-group interviews are useful if the researcher is interested in observing group interaction.

Designing research procedures that produce reliable marketing data means that

Compare reliability and validity. Why are they important considerations in marketing research?

In the marketing information system, the means of gathering data receive less attention than the procedures for expediting the flow of information.

Results of a mail survey can be misleading if there is a high nonresponse rate.

Big data is the new hot topic in technology and marketing. It promises to provide many informational benefits to the companies that can harness it most effectively. But all new things come with positives and negatives. Which one of the following is a challenge associated with big data?

The opportunity to obtain data via the Internet has resulted in more than half of all marketing research coming from secondary sources.

Behavior Scan, a research company, provides information on household demographics, television viewing habits, and purchases tracked with Hotline cards. This is

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Target Markets, Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts, Branding, and Packaging

Developing and Managing Products

Services Marketing

Marketing Channels and Supply Chain Management

Retailing, Direct Marketing and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

Exam 5: Marketing Research and Information Systems

Secondary data are data collected from inside the organization; primary data are those collected from outside the organization.

Less randomness and more difficulty in obtaining a sample size are disadvantages of _________ .

Decreasing sales, increasing expenses, or decreasing profits

Experimental research is used to make tentative hypotheses more specific.

The in-home (door-to-door) interview is an example of a focus-group interview.

The purpose of marketing research is to inform an organization about customers' needs and desires, marketing opportunities for particular goods and services, and changing attitudes and purchase patterns of customers.

In which type of sampling design is the final choice of respondents left up to the interviewer?

When researchers divide the population of interest in a study into groups and then arbitrarily choose participants from each group, they are using

If Weight Watchers is interested in collecting information about Americans' perceptions of dieting programs, and the company believes that significant regional differences may exist, the best type of sampling would be

Focus-group interviews are useful if the researcher is interested in observing group interaction.

Designing research procedures that produce reliable marketing data means that

Compare reliability and validity. Why are they important considerations in marketing research?

In the marketing information system, the means of gathering data receive less attention than the procedures for expediting the flow of information.

Results of a mail survey can be misleading if there is a high nonresponse rate.

Big data is the new hot topic in technology and marketing. It promises to provide many informational benefits to the companies that can harness it most effectively. But all new things come with positives and negatives. Which one of the following is a challenge associated with big data?

The opportunity to obtain data via the Internet has resulted in more than half of all marketing research coming from secondary sources.

Behavior Scan, a research company, provides information on household demographics, television viewing habits, and purchases tracked with Hotline cards. This is

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Target Markets, Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts, Branding, and Packaging

Developing and Managing Products

Services Marketing

Marketing Channels and Supply Chain Management

Retailing, Direct Marketing and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters