Question 1

Which survey method is most likely to produce the most information?

Accepted Answer

A)  mail 
B)  Internet 
C)  face-to-face 
D)  mail. 
E)  observation 
A)  mail 
B)  Internet 
C)  face-to-face 
D)  mail. 
E)  observation

Question 2

The Direct Marketing Association believes that direct marketing sales are growing rapidly in Mexico. To test this _____, it could use market research.

Accepted Answer

A)  situation analysis 
B)  socioeconomic audit 
C)  marketing audit 
D)  research hypothesis 
E)  competitive intelligence 
A)  situation analysis 
B)  socioeconomic audit 
C)  marketing audit 
D)  research hypothesis 
E)  competitive intelligence

Question 3

Which of the following would be a source of secondary data in a marketing feasibility study being done for a manufacturer of a new cranberry relish for turkey, chicken, and pork sandwiches?

Accepted Answer

A)  personal interviews with a sample of users who are in the relish's target market 
B)  questionnaire filled out by food connoisseurs on the potential success of a cranberry relish 
C)  the comments of a focus group that was asked to name the new product 
D)  a report on new cranberry-based products in a trade journal aimed at supermarket managers 
E)  the results of test marketing the relish 
A)  personal interviews with a sample of users who are in the relish's target market 
B)  questionnaire filled out by food connoisseurs on the potential success of a cranberry relish 
C)  the comments of a focus group that was asked to name the new product 
D)  a report on new cranberry-based products in a trade journal aimed at supermarket managers 
E)  the results of test marketing the relish

Question 4

Many managers do not treat marketing research as a continuous process. Fill-In

Accepted Answer

A) True 
 B)False

Question 5

In most marketing research projects, the informal investigation is ignored because of its redundancy.

Accepted Answer

A) True 
 B)False

Question 6

Reverse engineering is a technique used in:

Accepted Answer

A)  informal investigations. 
B)  data mining. 
C)  competitive intelligence. 
D)  environmental auditing. 
E)  a SWOT analysis. 
A)  informal investigations. 
B)  data mining. 
C)  competitive intelligence. 
D)  environmental auditing. 
E)  a SWOT analysis.

Question 7

As a marketing researcher for a manufacturer of lawn furniture that has experienced declining sales, Ivan is refining his problem definition by gathering information on weather patterns and economic conditions and trying to learn if they have affected sales of the company's furniture in the past. During which stage of the marketing research process is he most likely involved?

Accepted Answer

A)  conducting the situation analysis 
B)  conducting the informal investigation 
C)  defining the objective 
D)  planning the formal investigation 
E)  analyzing the data 
A)  conducting the situation analysis 
B)  conducting the informal investigation 
C)  defining the objective 
D)  planning the formal investigation 
E)  analyzing the data

Question 8

Interviews that Procter & Gamble, the manufacturer of Crisco shortening, conducted with blue-ribbon-winning cooks at various local and state fairs about how they used shortening, are examples of _____  data for P&G.

Accepted Answer

The interviews that Procter &

Question 9

Marvel Co. manufactures and markets aromatherapy candles and oils. Its marketing manager is engaged in marketing research to determine if the company should expand the number of retailers that carry its products. During the informal investigation, he should:

Accepted Answer

A)  create a research hypothesis. 
B)  test a questionnaire to be filled out by consumers that currently stock the Marvel product line to learn . their feelings on a more intensive distribution.. 
C)  compare the company's marketing mix to that of its competitors. 
D)  pay an outside research company to gather primary data. 
E)  do none of the above. 
A)  create a research hypothesis. 
B)  test a questionnaire to be filled out by consumers that currently stock the Marvel product line to learn . their feelings on a more intensive distribution.. 
C)  compare the company's marketing mix to that of its competitors. 
D)  pay an outside research company to gather primary data. 
E)  do none of the above.

Question 10

Which of the following would be a source of primary data in a marketing research study being done by a researcher for a manufacturer of a pesticide?

Accepted Answer

A)  a safety report on pesticide chemicals prepared by the Environmental Protection Agency 
B)  past sales records from the pesticide manufacturer 
C)  observations by the researchers of how customers select pesticides 
D)  Census of Manufacturers 
E)  annual reports from a major competitor 
A)  a safety report on pesticide chemicals prepared by the Environmental Protection Agency 
B)  past sales records from the pesticide manufacturer 
C)  observations by the researchers of how customers select pesticides 
D)  Census of Manufacturers 
E)  annual reports from a major competitor

Question 11

For every new product that Hershey Foods Corp. introduces, the company has tested, on average, 100 product concepts. Participants in the product concept tests are shown a rough drawing of a proposed product and given a list of possible features and benefits. To stay competitive in today's market, Hershey needs to have the results of the concept testing quickly. Which survey method is most likely to give Hershey the speed it desires for this research?

Accepted Answer

A)  focus group 
B)  telephone 
C)  Internet 
D)  mail 
E)  shopping mall intercept 
A)  focus group 
B)  telephone 
C)  Internet 
D)  mail 
E)  shopping mall intercept

Question 12

Lisa is a market researcher for a manufacturer of pet food for animals with special dietary needs. Her company's product is only available through veterinarians' offices. She is presently involved in researching whether the product should expand its distribution. Lisa has defined her research objectives and conducted a situation analysis. As part of the next phase of the marketing research project, she could:

Accepted Answer

A)  call an industry trade association about existing relevant information. 
B)  design a questionnaire for current users of the pet food. 
C)  conduct a focus group with pet food retailers. 
D)  analyze the product's marketing mix. 
E)  interview company officials. 
A)  call an industry trade association about existing relevant information. 
B)  design a questionnaire for current users of the pet food. 
C)  conduct a focus group with pet food retailers. 
D)  analyze the product's marketing mix. 
E)  interview company officials.

Question 13

In March of 1908, Board, Armstrong & Company opened a plant in Alexandria, Virginia to make apple cider vinegar. It decided to call its use the brand name White House because it was located across the river from the Presidential mansion. In 1913, it changed its name to National Fruit Product Company, and that is its name today. In 1999, the company conducted focus groups of young mothers in North Carolina and Florida to determine it label improvements would allow it to more effectively market its apple juice.
-The primary advantage associated with the use of focus groups is:

Accepted Answer

A)  the rapidity with which it is conducted. 
B)  the ease with which structured interviews can be conducted. 
C)  the ability to use convenience samples. 
D)  the interaction of the participants. 
E)  none of the above. 
A)  the rapidity with which it is conducted. 
B)  the ease with which structured interviews can be conducted. 
C)  the ability to use convenience samples. 
D)  the interaction of the participants. 
E)  none of the above.

Question 14

An ideal marketing information system (MkIS):

Accepted Answer

A)  includes real-time data. 
B)  integrates old and new data. 
C)  generates regular reports and recurring studies as needed. 
D)  analyzes data used mathematical modeling that represents the real world. 
E)  does all of the above. 
A)  includes real-time data. 
B)  integrates old and new data. 
C)  generates regular reports and recurring studies as needed. 
D)  analyzes data used mathematical modeling that represents the real world. 
E)  does all of the above.

Question 15

The observation method of gathering research is most effective for:

Accepted Answer

A)  deciding whether to package dog food in a green or a brown bag. 
B)  proving that the ad copy for a all-natural baby food communicated effectively with its target market. 
C)  identifying the target markets for an air refresher. 
D)  determining how people act while waiting in a bank line. 
E)  determining the potential success rate of cellular phone weighing just three ounces. 
A)  deciding whether to package dog food in a green or a brown bag. 
B)  proving that the ad copy for a all-natural baby food communicated effectively with its target market. 
C)  identifying the target markets for an air refresher. 
D)  determining how people act while waiting in a bank line. 
E)  determining the potential success rate of cellular phone weighing just three ounces.

Question 16

How do market researchers conducting telephone surveys overcome problems associated with the large number of people who have unlisted phone numbers?

Accepted Answer

A)  sugging and frugging 
B)  zipping and zapping 
C)  random digit dialing 
D)  digitalization 
E)  data mining 
A)  sugging and frugging 
B)  zipping and zapping 
C)  random digit dialing 
D)  digitalization 
E)  data mining

Question 17

The _____ method of marketing research would be the easiest way for the highway department to determine if drivers are using the new left-turn lane on Highway 92.

Accepted Answer

The observational method of ma

Question 18

Research Dimension is a Canadian market research company that has visited the homes of people to examine how their closets were arranged, what they kept under the bathroom sink, and how they cleaned their kitchen cabinets. Research Dimension was engaged in _____ research.

Accepted Answer

A)  observation 
B)  focus group 
C)  experimental 
D)  data mining 
E)  survey 
A)  observation 
B)  focus group 
C)  experimental 
D)  data mining 
E)  survey

Question 19

For every new product that Hershey Foods Corp. introduces, the company has tested, on average, 100 product concepts. Participants in the testing of product concepts are shown a rough drawing of a proposed product and given a list of possible features and benefits. To stay competitive in today's market, Hershey uses Internet surveys so it can have the results of the concept testing quickly. Which of the following statements describes its methodology?

Accepted Answer

A)  Hershey is using a random sample. 
B)  Collecting the data will be simpler for Hershey than for other companies using other survey techniques. 
C)  Questionnaire design is unimportant. 
D)  The multimedia nature of the Internet will bias survey results. 
E)  Hershey is using a convenience sample. 
A)  Hershey is using a random sample. 
B)  Collecting the data will be simpler for Hershey than for other companies using other survey techniques. 
C)  Questionnaire design is unimportant. 
D)  The multimedia nature of the Internet will bias survey results. 
E)  Hershey is using a convenience sample.

Question 20

Christopher Nantz sells JBL installed sound speaker systems for stadiums, sports arenas, and large coliseums. He tries to attend events in venues that do not use his company's sound systems. He listens for static in the systems and notes if there are any dead areas where the sound is not audible. He has even asked to see the sound systems and been allowed to do so. Nantz is engaged in:

Accepted Answer

A)  a formal investigation. 
B)  data capturing. 
C)  gathering competitive intelligence. 
D)  environmental auditing. 
E)  a SWOT analysis. 
A)  a formal investigation. 
B)  data capturing. 
C)  gathering competitive intelligence. 
D)  environmental auditing. 
E)  a SWOT analysis.

Which survey method is most likely to produce the most information?

The Direct Marketing Association believes that direct marketing sales are growing rapidly in Mexico. To test this _____, it could use market research.

Which of the following would be a source of secondary data in a marketing feasibility study being done for a manufacturer of a new cranberry relish for turkey, chicken, and pork sandwiches?

Many managers do not treat marketing research as a continuous process. Fill-In

In most marketing research projects, the informal investigation is ignored because of its redundancy.

Reverse engineering is a technique used in:

Interviews that Procter & Gamble, the manufacturer of Crisco shortening, conducted with blue-ribbon-winning cooks at various local and state fairs about how they used shortening, are examples of _____ data for P&G.

Marvel Co. manufactures and markets aromatherapy candles and oils. Its marketing manager is engaged in marketing research to determine if the company should expand the number of retailers that carry its products. During the informal investigation, he should:

Which of the following would be a source of primary data in a marketing research study being done by a researcher for a manufacturer of a pesticide?

An ideal marketing information system (MkIS):

The observation method of gathering research is most effective for:

How do market researchers conducting telephone surveys overcome problems associated with the large number of people who have unlisted phone numbers?

The _____ method of marketing research would be the easiest way for the highway department to determine if drivers are using the new left-turn lane on Highway 92.

Research Dimension is a Canadian market research company that has visited the homes of people to examine how their closets were arranged, what they kept under the bathroom sink, and how they cleaned their kitchen cabinets. Research Dimension was engaged in _____ 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

Which survey method is most likely to produce the most information?

The Direct Marketing Association believes that direct marketing sales are growing rapidly in Mexico. To test this _____, it could use market research.

Which of the following would be a source of secondary data in a marketing feasibility study being done for a manufacturer of a new cranberry relish for turkey, chicken, and pork sandwiches?

Many managers do not treat marketing research as a continuous process. Fill-In

In most marketing research projects, the informal investigation is ignored because of its redundancy.

Reverse engineering is a technique used in:

Interviews that Procter & Gamble, the manufacturer of Crisco shortening, conducted with blue-ribbon-winning cooks at various local and state fairs about how they used shortening, are examples of _____ data for P&G.

Marvel Co. manufactures and markets aromatherapy candles and oils. Its marketing manager is engaged in marketing research to determine if the company should expand the number of retailers that carry its products. During the informal investigation, he should:

Which of the following would be a source of primary data in a marketing research study being done by a researcher for a manufacturer of a pesticide?

An ideal marketing information system (MkIS):

The observation method of gathering research is most effective for:

How do market researchers conducting telephone surveys overcome problems associated with the large number of people who have unlisted phone numbers?

The _____ method of marketing research would be the easiest way for the highway department to determine if drivers are using the new left-turn lane on Highway 92.

Research Dimension is a Canadian market research company that has visited the homes of people to examine how their closets were arranged, what they kept under the bathroom sink, and how they cleaned their kitchen cabinets. Research Dimension was engaged in _____ 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