Question 1

The primary advantage of an Internet survey is:

Accepted Answer

A)  the flexibility of the multimedia environment. 
B)  absence of sampling errors. 
C)  the ability to use convenience samples as representative samples. 
D)  the amount of data that can be collected. 
E)  survey mining. 
A)  the flexibility of the multimedia environment. 
B)  absence of sampling errors. 
C)  the ability to use convenience samples as representative samples. 
D)  the amount of data that can be collected. 
E)  survey mining.

Question 2

The research indicated that direct marketing activities would not be successful in several South American countries due to inadequate postal infrastructures, which have not even standardized addresses. The market researchers were engaged in _____, the final step of the marketing research process, when they determined the direct marketing company that had paid for the research had decided to go ahead with its ventures in those countries.

Accepted Answer

A)  report presentation 
B)  follow-up 
C)  informal investigation 
D)  a situation analysis 
E)  data collection 
A)  report presentation 
B)  follow-up 
C)  informal investigation 
D)  a situation analysis 
E)  data collection

Question 3

Because single-source data have not proven to be the ultimate measure of advertising effectiveness, they are no longer used.

Accepted Answer

A) True 
 B)False

Question 4

A syndicated service:

Accepted Answer

A)  produces information on an as-needed basis for its clients. 
B)  gathers primary data for its clients. 
C)  will not sell information to your competitors, if you buy its services first. 
D)  produces and sells regularly scheduled reports that are developed with no particular client in mind. 
E)  is typically a division found within the marketing research department of large companies. 
A)  produces information on an as-needed basis for its clients. 
B)  gathers primary data for its clients. 
C)  will not sell information to your competitors, if you buy its services first. 
D)  produces and sells regularly scheduled reports that are developed with no particular client in mind. 
E)  is typically a division found within the marketing research department of large companies.

Question 5

How does a decision support system (DSS) differ from a marketing information system (MkIS)?

Accepted Answer

A)  An MkIS is faster and more flexible than a DSS. 
B)  A DSS can be used to analyze data; an MkIS cannot. 
C)  A DSS allows the manager to interact more with the data. 
D)  An MkIS relies on information, and a DSS uses data. 
E)  A DSS is primarily used by small- and medium-sized businesses, and an MkIS is used by large corporations. 
A)  An MkIS is faster and more flexible than a DSS. 
B)  A DSS can be used to analyze data; an MkIS cannot. 
C)  A DSS allows the manager to interact more with the data. 
D)  An MkIS relies on information, and a DSS uses data. 
E)  A DSS is primarily used by small- and medium-sized businesses, and an MkIS is used by large corporations.

Question 6

An _____ is the method of gathering primary data in which the researcher is able to observe the results of changing one variable in a situation while holding all other conditions constant.

Accepted Answer

An experiment is the method of

Question 7

Which of the following would be a source of primary data in a marketing research study being done by a researcher for a company that manufactures replacement parts for amusement park rides?

Accepted Answer

A)  interview with the owner of a large amusement park in Phoenix, Arizona 
B)  ads in recent issues of Amusement Business, a trade publication 
C)  internal sales figures for the last ten years 
D)  industry figures on amusement park attendance for the last five years 
E)  none of the above 
A)  interview with the owner of a large amusement park in Phoenix, Arizona 
B)  ads in recent issues of Amusement Business, a trade publication 
C)  internal sales figures for the last ten years 
D)  industry figures on amusement park attendance for the last five years 
E)  none of the above

Question 8

Why are convenience samples commonly used in marketing research?

Accepted Answer

A)  Sample size needed is easier to calculate for a convenience sample. 
B)  Not all research is done with the objective of generalizing to a universe. 
C)  Convenience samples are easier to understand than random samples. 
D)  People prefer to participate in a convenience sample. 
E)  Everyone has a better chance of being surveyed in a convenience sample. 
A)  Sample size needed is easier to calculate for a convenience sample. 
B)  Not all research is done with the objective of generalizing to a universe. 
C)  Convenience samples are easier to understand than random samples. 
D)  People prefer to participate in a convenience sample. 
E)  Everyone has a better chance of being surveyed in a convenience sample.

The primary advantage of an Internet survey is:

Because single-source data have not proven to be the ultimate measure of advertising effectiveness, they are no longer used.

A syndicated service:

How does a decision support system (DSS) differ from a marketing information system (MkIS)?

An _____ is the method of gathering primary data in which the researcher is able to observe the results of changing one variable in a situation while holding all other conditions constant.

Which of the following would be a source of primary data in a marketing research study being done by a researcher for a company that manufactures replacement parts for amusement park rides?

Why are convenience samples commonly used in marketing research?

The Field of Marketing

The Dynamic Marketing Environment

Global Markets and Marketing

Consumer Markets and Buying Behavior

Business Markets and Buying Behavior

Product Planning and Development

Product-Mix Strategies

Brands, Packaging, and Other Product Features

Services Marketing

Price Determination

Pricing Strategies

Channels of Distribution

Retailing

Wholesaling and Physical Distribution

Integrated Marketing Communications

Personal Selling and Sales Management

Advertising, Sales Promotion, and Public Relations

Strategic Marketing Planning

Marketing Implementation and Evaluation

Marketing and the Information Economy

Market Segmentation Targeting and Positioning

Filters

Exam 7: Marketing Research and Market Information

The primary advantage of an Internet survey is:

Because single-source data have not proven to be the ultimate measure of advertising effectiveness, they are no longer used.

A syndicated service:

How does a decision support system (DSS) differ from a marketing information system (MkIS)?

An _____ is the method of gathering primary data in which the researcher is able to observe the results of changing one variable in a situation while holding all other conditions constant.

Which of the following would be a source of primary data in a marketing research study being done by a researcher for a company that manufactures replacement parts for amusement park rides?

Why are convenience samples commonly used in marketing research?

The Field of Marketing

The Dynamic Marketing Environment

Global Markets and Marketing

Consumer Markets and Buying Behavior

Business Markets and Buying Behavior

Product Planning and Development

Product-Mix Strategies

Brands, Packaging, and Other Product Features

Services Marketing

Price Determination

Pricing Strategies

Channels of Distribution

Retailing

Wholesaling and Physical Distribution

Integrated Marketing Communications

Personal Selling and Sales Management

Advertising, Sales Promotion, and Public Relations

Strategic Marketing Planning

Marketing Implementation and Evaluation

Marketing and the Information Economy

Market Segmentation Targeting and Positioning

Filters