Question 1

_____ _____ is the development, interpretation, and communication of decision-oriented information to be used in the strategic marketing process.

Accepted Answer

The answer of _____ _____ is the development, interpretation, and...

Question 2

Owen James thinks he has a researchable problem. During the last three years demand for his company's brand of lawn furniture has declined in the Midwest. He wants to know why. His first step should be to:

Accepted Answer

A)  conduct an informal investigation by looking at temperature trends in Iowa and Indiana. 
B)  clearly define the problem. 
C)  gather secondary data from his company's competitors. 
D)  perform a situation analysis. 
E)  gather primary data from his company's salespeople and former customers. 
A)  conduct an informal investigation by looking at temperature trends in Iowa and Indiana. 
B)  clearly define the problem. 
C)  gather secondary data from his company's competitors. 
D)  perform a situation analysis. 
E)  gather primary data from his company's salespeople and former customers.

Question 3

The purpose of a _____ _____, a form of personal interview with 4 to 10 people, is to generate concepts and hypotheses that can be tested on large, representative samples of people.

Accepted Answer

The purpose of a focus group,

Question 4

Which of the following describes an ethical issues relating to the collection and use of research information?

Accepted Answer

A)  At what point does data collection become an invasion of privacy? 
B)  Does a company have the right to sell the information it gathers in the process of conducting transactions? 
C)  At what point is extracting information from a person under False or misleading pretenses inappropriate? 
D)  Is it ethical to sell under the guise of gathering marketing research? 
E)  All of the above are examples of ethical issues that marketers must evaluate. 
A)  At what point does data collection become an invasion of privacy? 
B)  Does a company have the right to sell the information it gathers in the process of conducting transactions? 
C)  At what point is extracting information from a person under False or misleading pretenses inappropriate? 
D)  Is it ethical to sell under the guise of gathering marketing research? 
E)  All of the above are examples of ethical issues that marketers must evaluate.

Question 5

A business directory, a report from the local Chamber of Commerce, bulletins from the Small Business Administration, and the monthly reports of a company's sales staff are all sources of secondary data.

Accepted Answer

A) True 
 B)False

Question 6

Two of the most important advantages offered through the use of Internet surveys are:

Accepted Answer

A)  question configuration and convenience sampling. 
B)  ease of data compilation and absence of sampling errors. 
C)  convenience sampling and fast response time. 
D)  speed and low cost. 
E)  flexibility and low sampling error. 
A)  question configuration and convenience sampling. 
B)  ease of data compilation and absence of sampling errors. 
C)  convenience sampling and fast response time. 
D)  speed and low cost. 
E)  flexibility and low sampling error.

Question 7

A(n) _____ is a form of personal interviewing that allows the researcher to avoid the high costs and other problems associated with door-to-door interviewing.

Accepted Answer

A)  walking interview 
B)  dyadic conversation 
C)  stimulus/response interview 
D)  canned interview 
E)  shopping mall intercept 
A)  walking interview 
B)  dyadic conversation 
C)  stimulus/response interview 
D)  canned interview 
E)  shopping mall intercept

Question 8

A researcher using the observation method for gathering data can either use _____ observation.

Accepted Answer

A)  personal or mechanical 
B)  external or internal 
C)  real-world or simulated 
D)  primary or secondary 
E)  group or single-source 
A)  personal or mechanical 
B)  external or internal 
C)  real-world or simulated 
D)  primary or secondary 
E)  group or single-source

Question 9

_____ is defined as the development, interpretation, and communication of decision-oriented information to be used in the strategic marketing process.

Accepted Answer

A)  Computerized data storage 
B)  A management information system 
C)  Marketing research 
D)  A marketing information system 
E)  A decision support system 
A)  Computerized data storage 
B)  A management information system 
C)  Marketing research 
D)  A marketing information system 
E)  A decision support system

Question 10

When Conally interviewed the company's salespeople and its managers, he gathered information about the organization's financial history and its macroenvironment. He was probably conducting a situation analysis.

Accepted Answer

A) True 
 B)False

Question 11

Global marketing information systems (MkISs) are as easy to establish and work with as domestic MkISs.

Accepted Answer

A) True 
 B)False

Question 12

A local newspaper wanted to decide if it should mail its papers to its subscribers instead of having them delivered by hand. It hired a group of telephone interviewers to phone a sample of its subscribers. Since not everybody has a listed phone number, all families in the area did not have an equal chance of being called. As a result, this CANNOT be considered a(n) _____ sample.

Accepted Answer

A)  area 
B)  population 
C)  convenience 
D)  random 
E)  educational 
A)  area 
B)  population 
C)  convenience 
D)  random 
E)  educational

Question 13

Ordinarily, secondary data can be gathered _____ than primary data.

Accepted Answer

A)  much faster but more expensively 
B)  more efficiently but at a greater cost 
C)  less quickly and less expensively 
D)  much faster and less expensively 
E)  less accurately and less expensively 
A)  much faster but more expensively 
B)  more efficiently but at a greater cost 
C)  less quickly and less expensively 
D)  much faster and less expensively 
E)  less accurately and less expensively

Question 14

Which of the following statements about questionnaire design is True?

Accepted Answer

A)  Sensitive questions like those concerning the respondent's age or personal hygiene is generally placedat the very end of the questionnaire. 
B)  The hardest questions should be first, and the easiest ones at the end so that the answering process will draw to a close rapidly in case respondent wants to quit. 
C)  To remove interviewee bias, open-ended questions should be used only in mail surveys. 
D)  Questions should contain some flexibility to accommodate the interviewers' styles. 
E)  None of the above statements about questionnaire design is True. 
A)  Sensitive questions like those concerning the respondent's age or personal hygiene is generally placedat the very end of the questionnaire. 
B)  The hardest questions should be first, and the easiest ones at the end so that the answering process will draw to a close rapidly in case respondent wants to quit. 
C)  To remove interviewee bias, open-ended questions should be used only in mail surveys. 
D)  Questions should contain some flexibility to accommodate the interviewers' styles. 
E)  None of the above statements about questionnaire design is True.

Question 15

During a(n) _____, market researchers gather information from people outside the company, such as middlemen, competitors, and advertising agencies.

Accepted Answer

A)  situation analysis 
B)  research hypothesis 
C)  test proposition 
D)  scientific method 
E)  informal investigation 
A)  situation analysis 
B)  research hypothesis 
C)  test proposition 
D)  scientific method 
E)  informal investigation

Question 16

According to the text, the most important data source for databases is:

Accepted Answer

A)  retail scanners. 
B)  exit interviews. 
C)  focus groups. 
D)  single-source data. 
E)  mail order companies 
A)  retail scanners. 
B)  exit interviews. 
C)  focus groups. 
D)  single-source data. 
E)  mail order companies

Question 17

Which of the following statements about cookies is True?

Accepted Answer

A)  For marketing research purposes, a cookie is a part of the experimental method of gathering research. 
B)  Cookies provide secondary data. 
C)  A cookie is placed on the Web site visitor's computer for later access by the Web site owners. 
D)  Cookies are a valuable part of an Internet retailer's database. 
E)  All of the above statements about cookies are True. 
A)  For marketing research purposes, a cookie is a part of the experimental method of gathering research. 
B)  Cookies provide secondary data. 
C)  A cookie is placed on the Web site visitor's computer for later access by the Web site owners. 
D)  Cookies are a valuable part of an Internet retailer's database. 
E)  All of the above statements about cookies are True.

Question 18

The producers of a reality series were eager to find out how its audience reacted to a newspaper story that informed people its participants were actors and not the everyday people they pretended to be. The quickest method to conduct the survey would be to use a _____ survey.

Accepted Answer

The quickest method

Question 19

A mall intercept is an example of:

Accepted Answer

A)  the observation method of gathering data. 
B)  secondary data. 
C)  the experimental method of gathering data. 
D)  the survey method of gathering data. 
E)  none of the above. 
A)  the observation method of gathering data. 
B)  secondary data. 
C)  the experimental method of gathering data. 
D)  the survey method of gathering data. 
E)  none of the above.

Question 20

One reason a researcher might become dissatisfied with the survey method of gathering data is:

Accepted Answer

A)  the potential for errors in questionnaires and interviews. 
B)  the difficulty involved in defining the key terms used in the survey. 
C)  the lead time required to get the necessary permits. 
D)  the need to get responses from everyone who has an opinion on the marketing research topic. 
E)  none of the above. 
A)  the potential for errors in questionnaires and interviews. 
B)  the difficulty involved in defining the key terms used in the survey. 
C)  the lead time required to get the necessary permits. 
D)  the need to get responses from everyone who has an opinion on the marketing research topic. 
E)  none of the above.

Exam 7: Marketing Research and Market Information

_____ _____ is the development, interpretation, and communication of decision-oriented information to be used in the strategic marketing process.

Owen James thinks he has a researchable problem. During the last three years demand for his company's brand of lawn furniture has declined in the Midwest. He wants to know why. His first step should be to:

The purpose of a _____ _____, a form of personal interview with 4 to 10 people, is to generate concepts and hypotheses that can be tested on large, representative samples of people.

Which of the following describes an ethical issues relating to the collection and use of research information?

A business directory, a report from the local Chamber of Commerce, bulletins from the Small Business Administration, and the monthly reports of a company's sales staff are all sources of secondary data.

Two of the most important advantages offered through the use of Internet surveys are:

A(n) _____ is a form of personal interviewing that allows the researcher to avoid the high costs and other problems associated with door-to-door interviewing.

A researcher using the observation method for gathering data can either use _____ observation.

_____ is defined as the development, interpretation, and communication of decision-oriented information to be used in the strategic marketing process.

When Conally interviewed the company's salespeople and its managers, he gathered information about the organization's financial history and its macroenvironment. He was probably conducting a situation analysis.

Global marketing information systems (MkISs) are as easy to establish and work with as domestic MkISs.

Ordinarily, secondary data can be gathered _____ than primary data.

Which of the following statements about questionnaire design is True?

During a(n) _____, market researchers gather information from people outside the company, such as middlemen, competitors, and advertising agencies.

According to the text, the most important data source for databases is:

Which of the following statements about cookies is True?

The producers of a reality series were eager to find out how its audience reacted to a newspaper story that informed people its participants were actors and not the everyday people they pretended to be. The quickest method to conduct the survey would be to use a _____ survey.

A mall intercept is an example of:

One reason a researcher might become dissatisfied with the survey method of gathering data is:

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

_ _ is the development, interpretation, and communication of decision-oriented information to be used in the strategic marketing process.

The purpose of a _ _, a form of personal interview with 4 to 10 people, is to generate concepts and hypotheses that can be tested on large, representative samples of people.