Question 1

Marketing research is a process designed to gather information

Accepted Answer

A) exclusively about a company's customers. 
B) from the company's database. 
C) not currently available to decision makers. 
D) about the needs and desires of employees. 
E) concerning the interpretation of the company's sales goals. 
A) exclusively about a company's customers. 
B) from the company's database. 
C) not currently available to decision makers. 
D) about the needs and desires of employees. 
E) concerning the interpretation of the company's sales goals.

Question 2

Research designed to verify insights through an objective procedure to help marketers to choose between several alternatives is called

Accepted Answer

A) primary. 
B) secondary. 
C) exploratory. 
D) conclusive. 
E) hypothetical. 
A) primary. 
B) secondary. 
C) exploratory. 
D) conclusive. 
E) hypothetical.

Question 3

In ____ sampling,there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.

Accepted Answer

A) population 
B) random 
C) stratified 
D) probability 
E) nonprobability 
A) population 
B) random 
C) stratified 
D) probability 
E) nonprobability

Question 4

Emily Dawson and seven other people were paid to get together and discuss a new product idea proposed by Johnson & Johnson.Researchers observed the interaction of the group.During the discussion,Emily was annoyed that Jack,another participant,seemed to "hog" the discussion and didn't give others a chance to speak.This is an example of a problem when using ________.

Accepted Answer

A) focus-group interviews. 
B) group surveys. 
C) personal interview surveys. 
D) sampling teams. 
E) group think. 
A) focus-group interviews. 
B) group surveys. 
C) personal interview surveys. 
D) sampling teams. 
E) group think.

Question 5

Observation may be used in combination with interviewing.

Accepted Answer

A) True 
 B)False

Question 6

Patricia Robertson is running for Congress from the Sixth District in her state.She is interested in knowing the intended choices of the voters.All the registered voters in her district would constitute the study's

Accepted Answer

A) experiment. 
B) dependent variable. 
C) population. 
D) independent variable. 
E) sample. 
A) experiment. 
B) dependent variable. 
C) population. 
D) independent variable. 
E) sample.

Question 7

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 8

Callsourcing refers to the process of taking tasks usually performed by a marketer or researcher and outsourcing them to a potential market through an open call.

Accepted Answer

A) True 
 B)False

Question 9

If the University Bookstore wanted to understand the textbook and school supplies needs on the campus of the University of Michigan,the population of study would be

Accepted Answer

A) the faculty and staff of the University of Michigan. 
B) all college-aged adults in the state of Michigan. 
C) all the people who live in Ann Arbor and surrounding areas. 
D) undergraduate students at the University of Michigan. 
E) all students,faculty,supporters,and staff of the University of Michigan. 
A) the faculty and staff of the University of Michigan. 
B) all college-aged adults in the state of Michigan. 
C) all the people who live in Ann Arbor and surrounding areas. 
D) undergraduate students at the University of Michigan. 
E) all students,faculty,supporters,and staff of the University of Michigan.

Question 10

Max is the product manager for a new type of lumbar supports used in the production of office chairs.His company sells the lumbar supports to approximately 70 different chair manufacturers.The price for this new product still needs to be finalized.Max has decided to take the data recently collected in a marketing research study and apply it to different pricing scenarios in order to set the best price for his company.He will be utilizing computer software to obtain results from the various scenarios.Max is most likely using a

Accepted Answer

A) database. 
B) marketing research system. 
C) marketing information system. 
D) marketing decision support system. 
E) single-source system. 
A) database. 
B) marketing research system. 
C) marketing information system. 
D) marketing decision support system. 
E) single-source system.

Question 11

Which step in the marketing research process involves the use of data analysis and statistical techniques to help draw conclusions?

Accepted Answer

A) Locating and defining problems or research issues 
B) Developing hypotheses 
C) Collecting data 
D) Interpreting research findings 
E) Reporting research findings 
A) Locating and defining problems or research issues 
B) Developing hypotheses 
C) Collecting data 
D) Interpreting research findings 
E) Reporting research findings

Question 12

Suppose that a retail store conducts a mail survey of its customers and finds that 50 percent of the customers believe store personnel are "courteous." Which benchmark or comparison would be most useful for interpreting this result?

Accepted Answer

A) The annual dollars spent at the store by those customers who believe store personnel are courteous 
B) How the 50 percent figure compares with that for competitors 
C) The percentage of store personnel who have completed training in customer service and public relations 
D) How the 50 percent figure compares with industrial or wholesale institutions and stores 
E) The percentage of store personnel who feel they are courteous to customers 
A) The annual dollars spent at the store by those customers who believe store personnel are courteous 
B) How the 50 percent figure compares with that for competitors 
C) The percentage of store personnel who have completed training in customer service and public relations 
D) How the 50 percent figure compares with industrial or wholesale institutions and stores 
E) The percentage of store personnel who feel they are courteous to customers

Question 13

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 14

Scenario 5.2
Use the following to answer the questions.
Colin Jackson recently purchased Blue Waters Adventures,a kayak and canoeing rental business near the Chatsworth River in Arizona.Blue Waters Adventures had been in operation for five years and was located in an ideal area.Even though the winters in the area can be cold,kayaking and canoeing activities are generally popular year-round.After two months of operation,it became clear why the previous owners had sold the business.While the business appeared to be ideally located,sales were extremely disappointing.
-Refer to Scenario 5.2.Colin developed a research design to aid his investigation.This design included a questionnaire that attempted to measure "outdoor activity preferences";however,Colin's professor said that the questionnaire measured not "outdoor activity preferences" but something else.The professor was questioning the research design's

Accepted Answer

A) reliability. 
B) significance. 
C) truthfulness. 
D) corroboration. 
E) validity. 
A) reliability. 
B) significance. 
C) truthfulness. 
D) corroboration. 
E) validity.

Question 15

When Pepsi Max implemented a telephone survey to determine the effectiveness of a recent advertising campaign.One of the questions the interviewer asked was,"Have you ever heard of a cola with twice the caffeine of regular colas?" This is an example of which of the following kinds of questions?

Accepted Answer

A) Open-ended 
B) Dichotomous 
C) Multiple-choice 
D) Imperative 
E) Declarative 
A) Open-ended 
B) Dichotomous 
C) Multiple-choice 
D) Imperative 
E) Declarative

Question 16

When more information is needed about a problem and a tentative hypothesis needs to be made more specific,marketers usually conduct ____ research.

Accepted Answer

A) descriptive 
B) experimental 
C) exploratory 
D) analytical statistical 
E) conclusive 
A) descriptive 
B) experimental 
C) exploratory 
D) analytical statistical 
E) conclusive

Question 17

The potential advantages of traditional mail surveys are quick response and lower cost than online surveys,but this advantage has yet to be achieved.

Accepted Answer

A) True 
 B)False

Question 18

The two basic types of sampling that marketing researchers use are

Accepted Answer

A) random and nonrandom. 
B) probability and nonprobability. 
C) stratified and quota. 
D) even and odd. 
E) planned and spontaneous. 
A) random and nonrandom. 
B) probability and nonprobability. 
C) stratified and quota. 
D) even and odd. 
E) planned and spontaneous.

Question 19

Online focus groups gather data from large and geographically diverse groups in a less intensive manner than focus-group interviews.

Accepted Answer

A) True 
 B)False

Question 20

The main focus of a marketing information system is on

Accepted Answer

A) the coordination of external information sources. 
B) classifying data into the proper information categories. 
C) data storage and retrieval. 
D) the accurate maintenance of inventory levels. 
E) gathering information on competitive activity. 
A) the coordination of external information sources. 
B) classifying data into the proper information categories. 
C) data storage and retrieval. 
D) the accurate maintenance of inventory levels. 
E) gathering information on competitive activity.

Marketing research is a process designed to gather information

Research designed to verify insights through an objective procedure to help marketers to choose between several alternatives is called

In ____ sampling,there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.

Observation may be used in combination with interviewing.

Patricia Robertson is running for Congress from the Sixth District in her state.She is interested in knowing the intended choices of the voters.All the registered voters in her district would constitute the study's

Designing research procedures that produce reliable marketing data means that

Callsourcing refers to the process of taking tasks usually performed by a marketer or researcher and outsourcing them to a potential market through an open call.

If the University Bookstore wanted to understand the textbook and school supplies needs on the campus of the University of Michigan,the population of study would be

Which step in the marketing research process involves the use of data analysis and statistical techniques to help draw conclusions?

Suppose that a retail store conducts a mail survey of its customers and finds that 50 percent of the customers believe store personnel are "courteous." Which benchmark or comparison would be most useful for interpreting this result?

When Pepsi Max implemented a telephone survey to determine the effectiveness of a recent advertising campaign.One of the questions the interviewer asked was,"Have you ever heard of a cola with twice the caffeine of regular colas?" This is an example of which of the following kinds of questions?

When more information is needed about a problem and a tentative hypothesis needs to be made more specific,marketers usually conduct ____ research.

The potential advantages of traditional mail surveys are quick response and lower cost than online surveys,but this advantage has yet to be achieved.

The two basic types of sampling that marketing researchers use are

Online focus groups gather data from large and geographically diverse groups in a less intensive manner than focus-group interviews.

The main focus of a marketing information system is on

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

Developing and Managing Products

Services Marketing

Branding and Packaging

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

Marketing research is a process designed to gather information

Research designed to verify insights through an objective procedure to help marketers to choose between several alternatives is called

In ____ sampling,there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.

Observation may be used in combination with interviewing.

Patricia Robertson is running for Congress from the Sixth District in her state.She is interested in knowing the intended choices of the voters.All the registered voters in her district would constitute the study's

Designing research procedures that produce reliable marketing data means that

Callsourcing refers to the process of taking tasks usually performed by a marketer or researcher and outsourcing them to a potential market through an open call.

If the University Bookstore wanted to understand the textbook and school supplies needs on the campus of the University of Michigan,the population of study would be

Which step in the marketing research process involves the use of data analysis and statistical techniques to help draw conclusions?

Suppose that a retail store conducts a mail survey of its customers and finds that 50 percent of the customers believe store personnel are "courteous." Which benchmark or comparison would be most useful for interpreting this result?

When Pepsi Max implemented a telephone survey to determine the effectiveness of a recent advertising campaign.One of the questions the interviewer asked was,"Have you ever heard of a cola with twice the caffeine of regular colas?" This is an example of which of the following kinds of questions?

When more information is needed about a problem and a tentative hypothesis needs to be made more specific,marketers usually conduct ____ research.

The potential advantages of traditional mail surveys are quick response and lower cost than online surveys,but this advantage has yet to be achieved.

The two basic types of sampling that marketing researchers use are

Online focus groups gather data from large and geographically diverse groups in a less intensive manner than focus-group interviews.

The main focus of a marketing information system is on

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

Developing and Managing Products

Services Marketing

Branding and Packaging

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